- [Neil] 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 be going 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 little to 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 Etsy 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 is make your website responsive,
so when someone shrinks your 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 for mobile, you'll do better.
So I want you to keep a few things in mind.
Does your content really need 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 paragraphs all cluttered together,
and do you have run-on sentences?
Well, that'll also make it harder to read on mobile devices.
I want you to go to Ubersuggest.com,
that'll take you to the Neil Patel website,
put in your URL and click on the Site Audit report
in the left-hand navigation.
You'll see something that breaks on your mobile load time,
try to optimize for the green.
You don't want your desktop to just be green,
you want your mobile site to also be in the green as well.
And it'll look at your website from a responsive version,
and make sure that you're loading in the most efficient way,
and even tell you what you need to fix.
Now, this lesson is about mainly content and SEO.
So after you get your website mobile-friendly,
you need to produce content if you want to rank really well.
And there's multiple different 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 of different types of content.
And in a moment, I'm going to break down all of them,
and how you can maximize your traffic from each of them.
So let's first go over ranking product pages.
I want you to go to Ubersuggest again,
type in keywords for your products.
In the left-hand navigation click on Keyword Ideas.
And this will give you a 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 for let'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 shows you 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 ideas what's working and what's not.
You typically want to copy this stuff,
and not just copy it word for word, but make it better,
create a better version,
more usable version of the ones that have
a lot of social shares and a lot of backlinks,
and of course rank high.
When you're using Ubersuggest,
I also want you to really look 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 that this keyword tends to do better.
And in the left-hand navigation of Ubersuggest,
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 give you ideas, your position,
and it'll also tell you, what of your pages are ranking,
so that way you can improve your 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 ideas of what's working for them,
and what probably will work for you.
I also want you to go back to 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 Ubersuggest
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 go to 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 quality backlinks 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.
With SEO, it's not about doing one or two things well,
it's about doing all the little things extremely well.
So when you have a band up website,
that's when you see better results.
And Ubersuggest will tell you 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 right now 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 in the benefits, the value,
you're going to engage more with your visitors,
and much more likely to convert them into customers as well.
Some on-page SEO elements,
meta tags, headings, all the 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 Site Audit 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 your customers would look for
"for your products.
"If you see your competitor's product pages
"outranking yours, that's proof
"that you need to work on your product page."
That's really simple.
And that really is how it works.
So how can you make your own products better?
How can you make your own landing pages better?
One way to do this is to iterate
and link to other relevant pages 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 provides a better experience.
And if it doesn't, then don't add that link.
Most link structures are very simple like this,
like the image on the right.
You don't want to just have a simple link structure like this,
you want to have something more complex,
such as, linking to relevant content
that can help people use a product once they purchase it,
or even help them when they're researching,
or even to let's say other related products
on each product page.
So then you start intertwining similar products,
so that way people can find the best fit for them.
There's also another thing that 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 this slide, follow the steps,
and you'll start getting loved more by Google.
Here's also example from Skincare By Alana,
product detail pages that you can see right here,
it shows you what you're going to get.
And she even breaks down how you can use the products.
She gets really thorough with her content,
and she does this through images, through texts,
and even through videos.
And that's what allows her website
to be a multi-million dollar business.
You can rank your product pages really well,
and you can also rank your content pages really well.
And this is the second type of content
that eCommerce sites need to produce if they want to do well.
You don't want to just do one or the other, you want to do both.
With eCommerce content in a nutshell,
you want to start with,
and research with the main keywords 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 is ranking for that you're not.
Then you want to start creating an outline,
then you want to make sure you share your content,
get it out there,
and of course, keep doing this process over and over again.
So let's dive a little bit into it.
I love using Trello for my whole 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.
So let's break them down.
For the research phase you can just use Ubersuggest,
as I mentioned, you can put in any keyword,
it'll show you all the ideas.
But another report is a content ideas report
that you want to go to in the 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 by estimated visits from Google,
how many backlinks a page has and how many social shares.
You want to go after the pages
that ideally have a lot of estimated visits,
backlinks, and social shares.
By going after those you're much 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 your expertise, authority, and trust.
And a lot of that has to do with using facts,
citing your sources, having relevant 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 site is 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 each section 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 and you just start writing.
Then from there, your Editors,
edit in the platform of your choice,
whether it's on Shopify or whether it's on WordPress,
whatever blogging platform you're using,
and then they edit and then they hit Publish.
And when they hit Publish,
that's when you want to go out there
and email every single person that you link to
when you're citing your sources,
and tell them that you link to them
and ask them if they can 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 likely to get the traffic.
And this marketing part of content marketing
is super important.
Most people create the content
but they forget about the marketing.
A good example of content for 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 millions of dollars in sales.
As for content, I know we rushed through quite a bit of it,
and the reason being is we have 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 eCommerce SEO Taskmaster Worksheet.
So download this as well.
And you'll find both of them at NeilPatel.com/training,
click on Ecommerce Unlocked,
and then of course go to week two, lesson two.
So thank you very much.
I look forward to helping you grow
your eCommerce traffic and sales.