All About SEO

1. How To Spot and Fix Indexation and Crawlability Issues

The Site Audit Tool
The robots.txt file
The sitemaps
Subdomains
Indexed versus submitted pages

2. How To Address Common Site Architecture Issues

Site Structure
Site Hierarchy
URL Structure
Sitemap Fixes
robots.txt Fixes

3. How To Audit Canonical Tags and Correct Issues

Use only one canonical URL per page. The page shouldn’t direct a bot to multiple other pages, similar to how directions at an intersection can’t be “go both left and right.”
Use the correct domain protocol: HTTPS or HTTP.
Pay attention to how your URLs end: with a trailing slash or without.
Specify whether you want the www or the non-www version of the URL indexed.
Write the absolute URL in the canonical tag, not a relative URL.
Include a URL in the canonical tag that has no redirects (such as a 301 error) and is the direct target. It needs to result in a 200 OK status.
Tag only legitimate duplicate or near-identical content.
Be certain exact duplicate pages or pages with nearly identical content have the same canonical tag.
Include canonical tags in Accelerated Mobile Pages (AMPs).

4. How To Fix Internal Linking Issues on Your Site

Your site has two primary types of internal links:

Navigational: Often found in the header, footer, or sidebar
Contextual: Included within the content of the page

In this report, you’ll be alerted to two types of issues:

Orphaned pages: These pages have no links leading to them. That means you can’t gain access to them via any other page on the same website. Even if they’re listed in your sitemap, they may not be indexed by search engines.
Pages with high click depth: The farther away a page is from the homepage, the higher its click depth and the lower its value to search engines.

Ensure internal links:

Link directly to indexable pages
Link to pages that don’t have redirects
Provide relevant and helpful information for users and search engines — not random or unnecessary information

5. How To Check for and Fix Security Issues

Expired certificate: This Lets you know whether your security certificate needs to be renewed.
Certificate registered to the wrong domain name: Tells you if the registered domain name matches the one in your address bar.
Old security protocol version: Informs you if your website is running an old SSL or TLS protocol.
Non-secure pages with password inputs: Warns you if your website does not use HTTPS, which makes many users doubt the site’s security and leave.
No server name indication: Lets you know if your server supports SNI, which allows you to host multiple certificates at the same IP address to improve security.
No HSTS server support: Checks the server header response to make sure HTTP Strict Transport Security is implemented, which makes your site more secure for users.
Mixed content: Determines if your site contains any unsecure content, which can trigger a “not secure” warning in browsers.
Internal links to HTTP pages: Gives you a list of links leading to vulnerable HTTP pages.
No redirects or canonicals to HTTPS URLs from HTTP versions: Lets you know if search engines are indexing an HTTP and HTTPS version of your site, which can impact your web traffic because pages can compete against each other in search results.
HTTP links in the sitemap.xml: Lets you know if you have HTTP links in your sitemap.xml, which may lead to incomplete crawls of your site by search engines.

6. How To Improve Site Speed

When you audit a site for speed, you have two data points to consider:

Page speed: How long it takes one webpage to load
Site speed: The average page speed for a sample set of page views on a site

The Site Audit report will help you find and fix performance issues with:

Large HTML page size
Redirect chains and loops
Slow page load speed
Uncompressed pages
Uncompressed JavaScript and CSS files
Uncached JavaScript and CSS files
Too large JavaScript and CSS total size
Too many JavaScript and CSS files
Unminified JavaScript and CSS files
Slow average document interactive time
Optimize images

After images, focus on JavaScript and CSS optimization. Use minification, which “removes whitespace and comments to optimize CSS and JS files.” To speed up your website further:

Clear up redirects
Use browser caching
Reduce the file size of media, including video and gifs
Minimize HTTP requests
Choose a hosting provider that can adequately manage your website’s size
Use a content delivery network (CDN)
Compress HTML, JavaScript, and CSS files with Gzip compression

7. How To Discover the Most Common Mobile-Friendliness Issues

8. How To Spot and Fix the Most Common Code Issues

HTML
CSS (.css)
JavaScript (.js)
Meta Tags
The Open Graph protocol, including Twitter Card markup
Schema.org

9. How To Spot and Fix Duplicate Content Issues

Multiple Versions of URLs
Pages with Sparse Content
URL Search Parameters

10. How To Find and Fix Redirect Errors

3xx Status Codes

301: The redirect is permanent. This is for identical or close-match content that’s been moved to a new URL, and is preferred because it passes SEO value to the new page.
302: This indicates a temporary redirect for identical or close-match content. This could be used in instances where you’re A/B testing a new page template, for example.
307: This also indicates a temporary redirect, but means it’s changing protocol from the source to the destination. These redirects should be avoided.

4xx Status Codes

403: Access is forbidden, which generally means a login is required.
404: The resource doesn’t exist and the link needs to be fixed.
410: The resource is permanently gone.
429: There are too many requests on the server in too short a time.

5xx Status Codes

11. Log File Analysis

In it you’ll see:

Bots: How many requests different search engine bots are making to your site each day
Status Codes: The breakdown of different HTTP status codes found per day
File Types: A breakdown of the different file types crawled each day

12. On-Page SEO

Lengthy Title Tags
Missing H1s
Duplicate Title and H1 Tags
Thin Content

13. International SEO

hreflang
Geo-Targeting and Additional International SEO Tips

14. Local SEO

Google My Business (GMB)
Optimizing Your Website for Local SEO
Local Link Building

Some interesting stats:

44% of people start their online shopping journey with a Google search (nChannel).
37.5% of all traffic to ecommerce sites comes from search engines (SEMrush).
23.6% of ecommerce orders are directly tied to organic traffic (Business Insider).

Chapter 1 : Ecommerce Keyword Research

Find Keywords For Ecommerce Product and Category Pages

Most keyword research tutorials focus on “informational keywords”.

These are keywords that people type into search engines to discover helpful “how-to” content.

(Like “How to make pour over coffee”)

While informational keywords have their place in ecommerce, the majority of your site’s keywords will be tailored around product searches.

(Like “Chemex coffee filters”)

That means that you need to tackle keyword research with product-focused keywords in mind

How to Choose Keywords for Ecommerce Product and Category Pages

#1 Search Volume - This is (by far) the most important metric when evaluating a search term.
#2 Keyword-Product Fit - In this process, double-check that the keyword you’re considering fits your site
#3 Commercial Intent - If a lot of people are bidding on a keyword, there’s money to be made. That’s why, when it comes to SEO for ecommerce websites, I recommend sticking with “medium” and “high” competition keywords.
#4 Competition - Finally, it’s time to see how hard it’ll be to crack Google’s first page.

Chapter 2 : Ecommerce Website Architecture

There are two important rules to keep in mind when it comes to setting up your ecommerce site’s structure:

Golden Rule #1: Keep things simple and scalable

Golden Rule #2: Keep every page three (or fewer) clicks from your homepage

Chapter 3 : On-Page SEO for Ecommerce Sites

Title Tag: Add Modifiers Like “Buy”, “Cheap” and “Deals” to Get More Long Tail Traffic

Here are some common terms people use when searching for products in Google:

Cheap
Deals
Review
Best
Online
Free shipping

Title Tag: Use Click Magnet Words like “X% Off” and “Lowest Price” to Boost CTR

Here are some of the best Click Magnet Words for ecommerce product and category pages:

X% off (“25% Off”)
Guarantee
Lowest Price
Free Shipping
Overnight Shipping
Sale

Description Tag: Include Phrases Like “Great Selection”, “FREE Shipping” and “All Our Items are On Sale” To Maximize Your Page’s CTR

Product and Category Page Content: Include 1000+ Words of Content and Use Your Keyword 3-5x

Write 1000+ Word Descriptions
Sprinkle Your Keywords (3-5x)
LSI Keywords

URLs: Use Short, Keyword-Rich URLs

Internal Links: Liberally Link to High-Priority Pages

Implement Product Review Schema to Get Rich Snippets Displayed in Google

Chapter 4 : Technical SEO for Ecommerce

Too Many Pages
Duplicate Content
Thin Content
Site Speed

Chapter 5 : Content Marketing for Ecommerce Sites

Find Where Your Target Customers Hang Out Online
Learn What Words and Phrases Customers Use
Create An Outstanding Piece of Content Around That Keyword

Chapter 6 : Ecommerce Link Building

Find Outdated, Moved or Expired Resources
Grab a List of Pages Pointing to the Outdated Resource
Send Emails, Get Links

Read more: https://backlinko.com/ecommerce-seo

Type of JavaScript Rendering

Client-side rendering : It's means that a website’s JavaScript is rendered in your browser, rather than on the website’s server

Server-side rendering : It's means that a website’s JavaScript is rendered on the website’s server.

Dynamic rendering : It's a hybrid of client-side and server-side rendering. It works like this when a search engine bot tries to access a page, the website sends over a fully-rendered page. But when a human tries to access a page, their browser has to render the page.

Tools to be used

Mobile-Friendly Test

URL Inspection Tool

Rich Results Test

Structured Data Testing Tool

Rendertron

Absolute URLs Vs Relative URLs

What are Absolute URLs?

An absolute URL contains the entire address from the protocol (HTTPS) to the domain name (www.example.com) and includes the location within your website in your folder system (/foldernameA or /foldernameB) names within the URL. Basically, it's the full URL of the page that you link to.

An example of an absolute URL is:

What are Relative URLs?

The relative URL, on the other hand, does not use the full web address and only contains the location following the domain. It assumes that the link you add is on the same site and is part of the same root domain. The relative path starts with the forward slash and leads the browser to stay within the current site.

An example of a relative URL is:

What are navigational, informational, and transactional searches?

1. Navigational searches

Navigational searches are where someone is looking for a specific website. For example, if someone types “netflix” into Google, that’s a navigational search because they’re almost certainly looking for Netflix’s homepage.

But navigational searches aren’t always just brand names. If someone searches for “iphone 12 amazon,” that’s also arguably a navigational search. Although the searcher is looking for a specific product, they’ve already decided where they’re going to buy it from—Amazon.

2. Transactional searches

Transactional searches are where someone is looking to purchase something specific, but hasn’t yet decided where to buy it from. For example, if someone searches for “buy treadmill,” that’s a transactional search. It’s clear from their language that they’re looking to make a purchase. They’re not looking for information.

3. Informational searches

Informational searches are where someone wants to find information. For example, if someone searches for “what is a meta tag in SEO” then that’s an informational search because they’re obviously looking for a definition.

Here’s a cheat sheet of modifiers similar to what many people use: