We are pleased to welcome Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics. As an expert in digital marketing, Anastasia will help us understand the rapidly changing landscape of search engine optimization, effective keyword strategies, and best practices for competing with major marketplaces like Amazon.
Today, we’ll discuss various topics including changes in SERPs, practical approaches to keyword targeting, and strategies for naming products. Anastasia will also share insights into her experience managing organic search for large online retailers and recommend effective tactics for leveraging content marketing.
How have search engine results pages (SERPs) changed in recent months?
Recent changes in SERPs have been significant. We now see scenarios where the first organic result is pushed below the fold due to various blended result sets like ads, product listings, “People also ask” sections, and local packs. This means that the first organic result can effectively be on what used to be considered page two, making it less valuable to target certain keywords.
Can you explain what you mean by keywords where the first organic result is effectively on page two?
Sure. Keywords that have their first organic result appear below multiple ads and other SERP features are no longer prime targets. For example, if you have a keyword and the first organic result is surrounded by ads, local listings, and more, it will not get much visibility. Keywords in this context are not worth the effort if your organic result might as well be on the second page.
How should search engine optimizers consider their organic ranking among multiple blended result sets on Google’s search result page?
SEOs need to look at two main factors: their organic ranking and the placement among the various SERP elements. It’s important to assess not just whether you rank high organically, but where your listing lands in the overall structure of the search results.
What are the best keywords to target for an online store?
Targeting the right keywords is crucial. Begin with product and category names, ensuring they align with high-volume search terms. For example, instead of naming a category “Gifts and Delights,” which has no search volume, use something straightforward like “Unique Gift Ideas.”
How can Google Trends help identify high-volume names for products and categories?
Google Trends is excellent for identifying trending topics and high-volume search terms. By examining trending keywords and clusters, you can determine which names will drive the most traffic to your product pages.
What are some strategies for naming multiple SKUs of a single item with keyword variants?
Use keyword variants to optimize SKUs. Creating keyword-rich product names, even for variations of the same item, can maximize visibility. Also, incorporating keyword widgets or word clouds can introduce additional search terms.
Can you share your experience of managing organic search for a large online retailer?
I managed SEO for a large retailer with 25,000 SKUs and 500 categories. Over twenty years, I helped grow their annual revenue from $5 million to $65 million. Competing against major marketplaces like Amazon taught me that many of their product pages lack external backlinks, which we leveraged by building strong backlinking strategies.
What did you learn about competing against Amazon in terms of SEO?
Interestingly, Amazon product pages often have no external backlinks, which makes them less resilient to competition. By targeting and building just 25 quality backlinks, we could outperform many Amazon pages, overcoming what initially seemed intimidating.
What are your thoughts on ecommerce stores launching blogs to attract traffic for products?
Blogs can be effective if correctly executed. However, on-site blogs often cause keyword cannibalization with home, category, and product pages. I recommend launching blogs on separate domains to avoid this and to create multiple marketing assets without overlap.
Why do you recommend launching blogs on separate domains rather than on the ecommerce site itself?
Launching blogs on separate domains helps prevent keyword cannibalization. It allows businesses to target different keywords and attract traffic that wouldn’t directly compete with the main ecommerce site, providing a cleaner, more focused strategy.
Can you tell us more about SEO Tool Lab and its primary tool, Cora?
SEO Tool Lab’s primary tool, Cora, uses advanced statistical analysis to pinpoint which elements on a website impact keyword rankings. It narrows down ranking factors from thousands to a few dozen, allowing focused optimization efforts.
What type of content and discussions can viewers expect on your YouTube show, SEO Fight Club?
Viewers can expect open discussions, debates, and peer reviews about SEO tactics, tools, and trends in the industry. It’s a platform for sharing insights and addressing current challenges in SEO.
Do you have any advice for our readers?
Stay adaptive and continue to test and refine your SEO strategies. The landscape is always changing, and what works today might need tweaking tomorrow. Understanding the nuances of SERP features and leveraging tools like Cora can make a significant difference.
