Ranking Your eCommerce Store On Google – Module 2 – Part 2 – eCommerce Unlocked

Image Credit – Neil Patel

Hey everyone, it’s Neil Patel. And welcome to another day of “eCommerce Unlocked” Today, we’re going to be breaking down SEO and content production. This is going to be a really fun exercise because there’s multiple ways of doing content production for eCommerce, and I’m going to begoing over all of them.

But first let’s go over mobile-first indexing. See, Google now has two main indexes with their search engine, one for desktop and one for mobile. The reason they decided to do this is because everyone’s on mobile devices these days, you can think Android devices, and Apple iPhone devices for this. Because we’re all on mobile devices, you’re seeing more and more people searching from mobile devices, whether they’re out and about, or at work, or walking down the street, or heck sometimes even when they’re in a car, hopefully not when they’re driving though.

You want to make sure that your website is designed for both mobile devices and desktop devices. By playing nice, you’re going to get the maximum amount of traffic. If your website’s only good for desktop devices, what you’ll find is you’ll get a ton of desktop traffic, but you’ll get very littleto no mobile traffic, and your sales won’t be as great as your competition.

Here’s the example of Etsy. Etsy is a website, eCommerce marketplace, where you can buy all things that are handmade or are custom-made. And Betsy has a nice desktop website, and they also have a nice mobile website. You don’t really need to have a new website just for mobile in which,hey, this is a mobile app, what you would want to do ismake your website responsive, so when someone shrinksyour website left to right, the width size, whether it’s a tablet device or mobile device, it’ll fit and be really nice, and create amazing experience for them.

By optimizing formobile, you’ll do better. So I want you to keeps few things in mind. Does your content reallyneed to be that long? A lot of people are like, hey, I want to produce three,four, or 5,000 word articles. Well, if you can get the same message across in 500 words, then make it 500 words. Are your paragraphsall cluttered together, and do you have run-on sentences?

Well, that’ll also make itharder to read on mobile devices. I want you to go to Ubersuggest.com, that’ll take you tothe Neil Patel website, put in your URL and clickon the Site Audit report in the left-hand navigation. You’ll see something thatbreaks on your mobile load time, try to optimize for the green. You don’t want yourdesktop to just be green, you want your mobile site toalso be in the green as well. And it’ll look at your websitefrom a responsive version, and make sure that you’re loadingin the most efficient way, and even tell you what you need to fix.

Now, this lesson is aboutmainly content and SEO. So after you get yourwebsite mobile-friendly, you need to produce content ifyou want to rank really well. And there’s multipledifferent types of content that you can produce. They’re not all necessarily blog posts, some of them could be product pages, some of them could be category pages.

There’re tons and tons ofdifferent types of content. And in a moment, I’m goingto break down all of them, and how you can maximize yourtraffic from each of them. So let’s first go overranking product pages. I want you to go to Ubersuggest again, type in keywords for your products. In the left-hand navigationclick on Keyword Ideas. And this will give youa big list of keywords that you can go after. Make note of the type of keywords that are really good for blog posts, and make note of the other ones that are really good forlet’s say product pages.

And what I also want you to do is look on the right side of this report. Because the right side showsyou everyone who’s ranking, is it a content page? Is it a product page? Is it category page? Do they have a lot of social shares? Do they have a lot of backlinks? This will give you ideaswhat’s working and what’s not. You typically want to copy this stuff, and not just copy it wordfor word, but make it better, create a better version, more usable version of the ones that have a lot of social sharesand a lot of backlinks, and of course rank high.

When you’re using Ubersuggest, I also want you to reallylook at the search volume. The more, typically the better. Also analyze the competition, the lower the SD or SEO difficulty, which is what SD stands for,the easier it is to rank. Also look at the cost per click. If the cost per click is higher, well, that’ll tell you thatthis keyword tends to do better.

Also Read – Content Promotion For eCommerce – Module 2 – Part 3 – eCommerce Unlocked (Content Ideas For eCommerce)

And in the left-hand navigation of Suggestible, I also want you to click on the keywords report, under Traffic Analyzer, because this will also show you all the keywords that you rank for. And again, this will giveyou ideas, your position, and it’ll also tell you, what of your pages are ranking, so that way you can improveyour rankings over time. Now, if you have a new eCommerce site, you won’t see really much data here, but if you type in your competition you can see all the keywords that they’re ranking for, and you can use this report for that, because it’ll give you ideasof what’s working for them, and what probably will work for you.

I also want you to go backto the keyword ideas report, and look at the prepositions,the suggestions, the related keywords, the questions, comparisons. Because by going to these other tabs, you’ll end up finding more keyword opportunities. Some of these keywords may not seem like they have a lot of traffic, but when you add them all up together, it really does add up. It’s all about driving people to content, and then converting them into customers. And you’ll see a lot of ideas.

Some of the ideas that you get from Suggestible are going to be very relevant and others won’t, but use the ones that are a good fit for you, and the others, don’t worry about, you can go after them later on. Now, as I mentioned on the left side, when you go to the Keywords report under Traffic Analyzer, this will show you what keywords you’re ranking for, as well as what your competitors are ranking for, depending on which URL you put in. And on the right side, you’ll be able to see the pages, the URLs, and everyone’s ranking.

So this will give you an idea of how you stack up to your competition, and what you can do to improve. because you can just go to their web pages and see how theirs maybe better than yours, and what changes you need to make win. Also, I want you to goto the Site Audit report within Ubersuggest on the left-hand navigation, because as it’s crawling your site, you can see all the URLs, the errors, the warnings, your meta tags, if you have any low Quicklinks or broken ones, and then you can go and fix all of them. And you want to fix them because if you don’t fix them, you won’t rank as high.

Also Read – How To Increase Your eCommerce Revenue With Amazon – Module 3 – Part 1 – eCommerce Unlocked

With SEO, it’s not ab outdoing one or two things well, it’s about doing all thelittle things extremely well. So when you have a band up website, that’s when you see better results. And Ubersuggest will tellyou how to fix each of those step by step, and even prioritize which ones are going to have the biggest impact for you. As for your on-site listing optimization, titles, bullets,descriptions, and keywords, that’s really, really important.

The category pages rightnow are dominating such, from category and even listing pages. One thing to note on this slide for you is when you’re creating your listing pages, really have amazing bullet copy. People love skimming when they’re reading. So if your bullet draw inthe benefits, the value, you’re going to engagemore with your visitors, and much more likely to convertthem into customers as well.

Some on-page SEO elements, meta tags, headings, allthe internal linking, external, schema markup, there’s tons and tons of elements. And that’s why instead of going through each and every single one manually, I just recommend doing the SiteAudit report on Ubersuggest. because it’ll tell you what’s wrong, and what you need to fix step by step. Now, before we move forward, I want to read this quote from Bluestout, “Search for keywords on Google “that you think yourcustomers would look for “for your products. “If you see yourcompetitor’s product pages “outranking yours, that’s proof “that you need to workon your product page.

” That’s really simple. And that really is how it works. So how can you make yourown products better? How can you make yourown landing pages better? One way to do this is to iterate and link to other relevantpages on your product pages.

And even from other pages on your website, like your About Us page, your Product Details page, your Products Listing pages, Key Landing pages, Conversion pages. And don’t just link for the sake of SEO, but link because it providesa better experience. And if it doesn’t, thendon’t add that link. Most link structures arevery simple like this, like the image on the right.

You don’t want to just have asimple link structure like this, you want to have something more complex, such as, linking to relevant content that can help people use aproduct once they purchase it, or even help them whenthey’re researching, or even to let’s sayother related products on each product page. So then you startintertwining similar products, so that way people canfind the best fit for them. There’s also another thingthat I want you to do,

I want you to be found in Google Shopping, and you can shop for free. Just go to the URL on thisslide, follow the steps, and you’ll start gettingloved more by Google. Here’s also examplefrom Skincare By Alana, product detail pages thatyou can see right here, it shows you what you’re going to get. And she even breaks down howyou can use the products. She gets really thorough with her content, and she does this throughimages, through texts, and even through videos. And that’s what allows her website to be a multi-million dollar business.

You can rank your productpages really well, and you can also rank yourcontent pages really well. And this is the second type of content that eCommerce sites need toproduce if they want to do well. You don’t want to just do one orthe other, you want to do both. With eCommerce content in a nutshell, you want to start with, and research with the mainkeywords that you’re selling, like the products. Put them at Ubersuggest, and you’ll see all the opportunities.

It’ll even show you the keywords that your competition isranking for that you’re not. Then you want to startcreating an outline, then you want to make sureyou share your content, get it out there, and of course, keep doing thisprocess over and over again. So let’s dive a little bit into it. I love using Trello for mywhole content writing process. It all starts with research, then you go into editing phase, then draft review, then editing, and of course, then you’re ready again.

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So let’s break them down. For the research phase youcan just use Ubersuggest, as I mentioned, youcan put in any keyword, it’ll show you all the ideas. But another report isa content ideas report that you want to go to inthe left-hand navigation. When you put in a keyword,it’ll show you all the articles that are popular on that topic, and it breaks it down byestimated visits from Google, how many backlinks a page hasand how many social shares. You want to go after the pages that ideally have a lotof estimated visits, backlinks, and social shares.

By going after those you’remuch more likely to do well. Google these days is looking for people who are writing content that are experts. So when you’re creating that content, you want to show yourexpertise, authority, and trust. And a lot of that hasto do with using facts, citing your sources, havingrelevant up-to-date content, having amazing reviews, making sure your website is secure.

With eCommerce everyone should have SSL, making sure there’s no grammar issues, making sure your siteis mobile compatible. All of this helps. And when you’re creating your outline, it shouldn’t take more than 45 minutes from the hook to opening,the body, and the close. And that’s roughly the amount of time you want to spend on eachsection when outlining.

You can do this in Google Doc, I do it in Microsoft Office, but Google Doc is a free version, and you just go andyou just start writing. Then from there, your Editors, edit in the platform of your choice, whether it’s on Shopify orwhether it’s on WordPress, whatever blogging platform you’re using, and then they edit andthen they hit Publish. And when they hit Publish, that’s when you want to go out there and email every singleperson that you link to when you’re citing your sources, and tell them that you link to them and ask them if theycan share your content.

You want to go and use Ubersuggest, and see who links to your competition using the backlinks report, and hit up all those sites and tell them why your content is better, and why people should be linking to you. When you put in the effort, you’re much more likelyto get the traffic.

And this marketing partof content marketing is super important. Most people create the content but they forget about the marketing. A good example of contentfor eCommerce site is Skincare By Alana. Go check out her website, she has a ton and ton of content on everything from products, to just giving beauty tips. because it’s a beauty eCommerce site.

That’s what has helped her get to millions and millionsof dollars in sales. As for content, I know we rushedthrough quite a bit of it, and the reason being is wehave a 20/20 Rulebook for you when it comes to creating content. So if you follow this, you’ll be fine.

You can find this on NeilPatel.com/training, click on Ecommerce Unlocked, go to week two, lesson two, and download the 20/20 Rulebook. We also have for you the eCommerceSEO Taskmaster Worksheet. So download this as well. And you’ll find both of themat NeilPatel.com/training, click on Ecommerce Unlocked, and then of course goto week two, lesson two. So thank you very much. I look forward to helping you grow your eCommerce traffic and sales. 

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