While we focused in depth on topics such as SEO, PPC, Content Marketing and Data Analysis with presentations by world-renowned experts in their fields, we experienced the excitement of meeting with thousands of digital marketing professionals from many different parts of the world with the online nature of our event.
We hope that this content, in which you will find summaries of the trainings held during our 2-day event, will be a useful resource for you.
You can go to the section you want to read by clicking on the name you want from the flow below. If you want to watch the training recordings, you can also see the relevant videos at the end of each section.
I would like to thank Elif Naz Akan, Ezgi Gülsen Yaylı, Gökçe Yeşilbaş, Gökhan Ercan, Hakan Özkan, Hande Parmaksız, Melissa Şafak, Okan Acar, Samet Özsüleyman and Sinem Bakır for their support in the preparation of this content and writing of the chapters.
Enjoy reading!
Aleyda Solis / Growing Your Online Store in E-commerce: SEO Do's and Don'ts
Aleyda Solis, an international SEO consultant with personalized and strategic SEO applications and trainings, continues her work at Orainti, which she founded. Aleyda, who shows an in-depth and scalable approach to organic search growth, was with us at Digitalzone21 with her presentation titled ''Top E-Commerce SEO Do's & Don't's to Grow your Online Shop''.
In her presentation, Aleyda shared important SEO practices that should and should not be done for the growth of e-commerce sites. The prominent details were as follows:
The largest e-commerce sites in the world see organic traffic as the channel that brings the most traffic after direct traffic, and they optimize their infrastructure to ensure this.
In terms of SEO, mixed categories, the presence of the same products on other e-commerce sites, changing URL structures and the presence of many high-volume web pages affect competition among e-commerce sites. Aleyda, who mentions that various crawl budget problems, internal linking problems, duplicate or weak content occur at this point, says that such situations should be evaluated as opportunities for SEO consultants to reveal their talents.
The first thing that needs to be done for SEO work on e-commerce sites is that subcategory pages or filtering pages with traffic potential need to be indexed and these pages need to be strengthened in terms overseas chinese in worldwide data of internal linking. Stating that many e-commerce sites do not index these pages by default, Aleyda added that they are missing an important opportunity here.
It is also among the critical issues that the on-site search results, which will not gain a good position and will cause cannibalization problems, should not be opened to the index. If the on-site search results are opened by mistake or with a wrong structure, these pages should be redirected to category or subcategory pages with 301.
Categories that are important for e-commerce sites need to be fed with good content. It is important that this content is written in a descriptive manner that is in line with the user's intent and with commercial & transactional intent.
Another thing to do is to protect pages with traffic potential and many backlinks against possible 404 problems with various rules to be applied by the server. Aleyda added that 302 redirects are not very meaningful when applying these rules, and thus, an optimization can be made against various crawl budget problems.
Stating that users do not only search for products directly, they first research the products, compare them with similar products, and look for various model & feature differences, Aleyda stated that e-commerce sites need to create a web architecture and page types suitable for this intention. The most important work to be done for the user to find opportunities in this purchasing journey is keyword research and content optimizations.
Arnout Hellemans / Google Analytics and Other Free Tools for SEO
Arnout Hellemans, one of the speakers at Digitalzone 2021, is working on how brands can get the most out of their online activities using Google Analytics and other data points. You can follow his work on the OnlineMarkethink.com website. In his Digitalzone presentation, Arnout provided important information under headings such as how we can use Google Analytics data in SEO and what we should understand from this data.
The highlights of the presentation can be summarized as follows:
He explains the reports he considers most important in Google Analytics as follows:
- Referral Traffic
- 404 pages in source/medium report
- Google Discover traffic
Visitor sources coming from referral traffic are generally not taken into consideration. However, you should not forget that traffic coming from a referral source means that you have gained a new backlink.
The referral traffic channel can also include traffic from many search engines. If you can transfer visitor data from these search engines to organic traffic channel data, you can show your growth in the organic channel more. Although new search engines like Petalsearch appear in small numbers in Analytics reports, they can account for significant traffic when viewed in total:
It is important that your pages with status codes such as 404 or 410 include information such as “Page not found” in the <title> element. You can also analyze whether these pages come from PPC, social networks or other sources. Here you can redirect your 404 status coded pages to pages related to 301. You can also ensure that your budget is not wasted by checking which URLs fall to 404 from ads given from PPC channels (Facebook, Twitter or Google Ads).
You can find Google's default search engine list here . Since the new search engines in the referral traffic report are not visible here, your organic traffic may appear lower than normal. To fix this, you need to edit your Google Analytics settings and define the search engine you want in the relevant section. With this new filter you will create, the search engines in the referral channel will now be counted under the organic channel data:
You can make sense of Discover traffic by adding an additional dimension with ''Full referral path''. You can identify the referring sources, which we examine in detail under direct traffic. With an additional dimension, you can correct some of the direct traffic by seeing sources such as "android-app//" in the report. You should not forget that the session source named android-app actually contains searches made from the search section on the home screen of Android devices:
You can direct this traffic coming from Android devices from the direct channel to the organic channel by setting it up through your Analytics account. You can review the source page for more information :
You can use the SearchAnalytics for Sheets add-on to analyze Google Search Console data in more detail . You may have difficulty getting data for very large sites. Since it does not require an API, it is a plugin that you can easily use on sites with less traffic.
Even though Bing's market share is small, you can get more information about your site, such as backlinks, response codes, with the help of Bing Webmaster Tools. You can also compare the status of competitor sites for free while doing backlink analysis.
