Wix eCommerce | eCommerce SEO for Beginners

Hi everybody and welcome to today's workshop, Ecommerce SEO for Beginners. My name is Asaf. I lead stores marketing at wix. I am super excited to be here and with me is Matthew Kaminsky from the SEO team. Before we jump in, feel free to say hello, connect with me on LinkedIn. You have the URL for me and the handle for Matthew's Twitter. One last thing before we start. This is the first of two workshops that we are doing on SEO. Today is for beginners, mostly on setup. And here's what we'll cover today. Again, it'll be the basics, intent and keywords, and most importantly, how to optimize your product pages with SEO tools. After that, Q and A's and we'll throw some of them, Matthew, on you as you speak, just to make things more interesting. So I think without further ado, I'll hand over the mic to you.

All right, sounds good. All right, thank you everybody. I'm so excited to see such a large turnout. This is really exciting for me. Like Asaf said, my name is Matthew. I'm a Product Marketing manager here at wix, specifically, not just for SEO, but specifically SEO education. My role here is to make sure that our users like you, that want to learn more about SEO and want to maybe understand that SEO is important. That SEO that you've heard that it's really, it helps bring more user or brings more customers and traffic to your site, but don't necessarily know how to get started or what to do. That's what I'm here to help with today. So before you can get into the editor and dive into all the great tools and features that we have to help you gain more traffic from Google and other search engines, we need to start from the beginning. What is SEO? So SEO is Search Engine Optimization. That's what it stands for. And what that means is it's basically a process of enhancing a website so that it appears higher in organic search results. Organic being the keyword. I'll explain what that means in a second. But why is SEO important? It's all about getting people through the door. Just think about your day to day life. Even me, myself. Just today, I think I googled stuff 50, maybe 100 times. All of us, whether we're looking for more information about if we're going to buy something for our house, like a new fridge or a new big purchase, or even if we're just arguing with someone over lunch or at dinner and we want to settle the score, we go to Google to get the answers all over the world, everybody uses Google. It's even a verb, right? We say we Google this, Google that. It's become just a part of life. So that's a great gateway for your business and your website to be seen. So automatically, all of us, when we go on Google, we search and it's important that your website be there, otherwise, you know, what's the point? It's a great traffic channel for you. So think about this. So right away, when we go to Google, we usually type something in, right? That's normally what we call a search query. And after that we see something like this, which is the search engine results page. The SERP as we like to call it, can look a bit different depending on what you're searching for. In this case, I searched for building blocks for kids. I have two and a half year old twins at home and I wanted to buy some more blocks. So this is what I looked for and this is what the results came up with. In the purple box, we see actual product pages. That's Google shopping. Those are paid ads that you can run for specific products. Below that in the red box, you see paid search ads. They're text based, but those are also paid campaigns. You have to pay for that. What search engine optimization focuses on and what we're going to focus on today is the organic posts. And that's in the green box as, as prominent as the ads are on this page. And I'm sure you're asking why, why shouldn't I just run ads? Why am I focusing on that? It takes so long to get down there. Well, the ad campaigns are like a water faucet. You know, when you, when you turn it on, the, the water flows, right? So when you're paying for these campaigns, you're paying a lot of money. The traffic will flow, you'll get traffic to your site, but the minute you stop and the minute you turn off your campaigns, the traffic will stop. So organic search is, it's not as easy as starting a campaign. Search engine optimization takes time. It will take time before you begin to see your pages rising up and seeing results, but it's not, it's long term, it's an investment in the long term. So. But the minute you rank number one, it's really hard to get knocked down. And also there's a thing called banner blindness where about 70 to 80% of people who even look at the ads kind of like gloss over them and look right past them, they don't even see them. And they'll go straight to the Organic part. Why do they go to the organic posts? Because we all understand that when we search for something on Google, we all inherently trust Google to show us the results that are the most relevant and the most trustworthy on the Internet. So when I search for building blocks for kids, I see that the first organic search is probably the best, most accurate, most authoritative place where I can learn about building blocks for kids. I know that they didn't pay to be there, that Google decided that they were there. So, but we're here about, you know, we're all store owners, right? So let's talk specifically about our e commerce sites and our businesses. I looked at some research out in the world, and 44% of people start their online shopping journey with the Google search. That's a huge number. And also 37.5% of all traffic to e commerce sites specifically come from search engines. So if you're not investing in your search engine optimization and you're not taking the time to really optimize your site, you're really missing out on a big chunk of of sales and a big chunk of revenue. So it's super important. But let's talk specifically about wix sites. So we looked at our data from Black Friday and Cyber Monday, and this is what we found. We found that other than the direct traffic was the most popular, but behind that, organic search, 28% of traffic came from organic search. And not only that, not only do we see a higher conversion rate than Facebook and Instagram, but we see a higher average order value than even direct. So investing in search engine optimization really can have a positive effect on your sales. And we see it in the data.

Matthew, let me jump in and say that this data, and we're going to share soon, data not from only Black Friday and Cyber Monday, but even at the height of the sales season, right when you are bombarded with ads and sales, 50% off from everywhere, still organic search counts for a large chunk of your traffic and maintains a high conversion rate on your store with a high average order value. And I think it speaks to how important it is to understand the shopper's intent. And I think Google is probably the best way for you. And not only Google, by the way, there, you know, Bing and some other ones where people actually search for products that are could be yours, but the fact that they do all these, you know, that sequence of actions shows how much they want it. And this translates into high conversion rates and high average order value.

Exactly. And we'll talk more about intent very soon. It's very important when it comes to search engine optimization. But for now, before we can even get to the point of the sale, we need to start with the ranking. The ranking is the means to an end. Obviously the goal here is to get visitors to your site which will ultimately make a purchase. But first they need to be able to find you on Google. And when we look at this graph here, this graph on the left side you can see the click through rate and the bottom shows the rankings on the organic traffic. So first, this site ranking 1st, 2nd, 3rd, 4th and so on on the organic search. When you look at this, you can see that the top three positions on organic search take about 60 to 70% of all the click throughs. So basically most of the people who go on are searching on Google. Click the first, second or third ranked site. So even if you're on YouTube, even top 10, which is the first page or even the second page, you might not even be seen. So it's really important that you try and get high up in the organic rankings cause otherwise you're basically invisible. So we're gonna talk a lot about how to get started and how to do that. And like I said, we were gonna talk about search intent. It's really the first step. We're gonna show you a lot of things to do in the editor today, in the WIX editor and specifically within WIX stores. But there's a big step that you need to do first and that's research. You really need to understand who your target customer is, what their needs are, what their desires are, what they, why, why are they coming to you to buy your product? So in order to understand what they're searching for, you need to understand, you need to understand what they want so you can understand what they're searching for. But when it comes to search intents, there's four main types of search intent. I'm going to quickly go over them and actually in the next session, part two, we're going to talk more about all of these different intents. But today we're going to focus on one really quickly. Informational is a majority of what searches. It's because you want to know something. So you want to know like in this example, names of flowers, types of flowers, words, which flowers are red, you want to know information. Navigational is more, you know where you want to end up so you search for that. So if I'm instead of having to type in the full link, Gmail login or I know the name of a business and I know I want to Go to their website, you put that and that's how you end up there. Or the return policy for so and so store like that's navigational commercial is you know that you want to buy something but you're still not sure where or what. So that's like best online florists, PC versus Mac, all types of those kinds of things where someone's doing the research and they're trying to investigate a bit more. And then the last one, and this one is very important is transactional, is that they already know that they want to purchase, they want to buy, they want to book, they want to contact. Obviously for E commerce we're going to focus on buying. So things like coupon, if they include coupon or buying building blocks or free delivery, things like that shows that there's an intent to purchase. And that's why when it comes to E commerce, e commerce stores and product pages, you really need to think a bit differently than the typical SEO advice that's out there on the Internet. Most sites are focusing on informational intent, like blogs, other types of. Most websites out there are informational, but your product pages and even other pages on your store are informational too, like the about us pages, the policy pages, those are very informational. But your product pages specifically should focus on transactional intent and focus on those people who are already ready to buy, they know they want to buy and trying to focus on those keywords. And I want to give you a good example. So this is a screenshot of two different searches continuing with the toy blocks because you know, I'm a dad. The first one on the left is informational, so I typed in types of toy blocks. And you can see how different the SERP page is compared to the transactional. On the right you can see it's a list, there's a lot of information and right away the top organic result is Wikipedia. And there's also a lot of. There's a people also ask box of featured snippet with other types of questions that may be interesting to answer. And on the right side you can see I put wooden blocks for kids sale. Like I'm looking for the things that are on sale and you can see how many how right away we see a bunch of different ads. On the right side we see Google shopping and the first organic search result is for ebay and the second one is for Amazon. So in this case Google understands that when someone is searching for wooden blocks for kids sale that they're interested to buy and they want to buy wooden blocks. Now and they want to find a deal. So that's why they put a lot of different, that's why it looks so different, because there's a different intent behind the search. So it's really important to think about when you're doing your research and you're looking at different keywords to target. So like I said before, before you even start to go into the editor and optimize, you really need to identify the high value terms that your customer might be using. And this is a perfect example that Asaf mentioned earlier. I can't tell you what those keywords are. It varies from business to business and depending on the location, the type of product you're selling, and the needs of your audience and your customers, it can be very different. So that's why SEO, when it comes to SEO optimization, it's so unique to every site and every business that it's super important that you speak to your customers, speak to your employees, if you have employees talk to just try and put your mind, put your head in the mindset of your, of your potential shopper. What, what makes them tick, what would make them want to come to your site? So a great place to start with this kind of research is a totally free tool. You don't even have to go and pay, you can just go and use Google. Google has so many features. I already mentioned one that people also ask box. Because also Google is trying to understand what people want behind the search. So they have created a lot of different features as part of the SERP results page that allow us to better understand exactly what someone's looking for. So right away use auto suggest. If you type in just one keyword, if I typed in building blocks or anything, you can see that Google is automatically suggesting a few different options because depending on, you know, one word can go multiple different directions. So they try and create more longer phrases to understand exactly what you want. Also, at the bottom of every search results page there's a related searches. Basically, Google understands, okay, people who also searched for what you're searching for, they also search for these things too. So it's a really great way to understand and look at what's going on. And then the people also ask is

also

just the same kind of thing, but in question form because people are usually asking questions to Google. So sometimes you want to put things in the form of a question. But because we are store owners and we want to focus on transactional content, we want to mine the mindset of our biggest competitor, which is Amazon. When people go to Amazon they're already in the mindset and the intent to buy. So. So Amazon's Auto suggest. Amazon is also a search engine as well, in a way. And you can see, I looked for blocks there and you can see a lot of different ideas for keywords for targeting blocks. I can see toddlers ages 1 through 3 for kids ages 4 to 8. That's something I didn't even think of that people are searching by age or by group. And that's really clear to me that somebody who's looking for blocks, they're looking based on age. So.

So

also you can use Amazon in the subcategories. You know, Amazon structures their website very well. They're the masters when it comes to structuring the site. So I went into their toys and games and I found actually a few different subcategories that building blocks would fit in. So you can see under toys and games, there's preschool building sets. There's also a separate department for building toys, which has stacking blocks. And also there's under baby and toddler toys, stacking toys. So there's a, even just for one type of product, there's multiple ways and multiple, there's multiple ways to structure your store and multiple ways to, for somebody to search for the same product. So you can use all of these as ideas to understand exactly what your user wants, your, your customer wants. So those are a lot of free options, but those are, and those are great for when it comes to getting keyword ideas. There are a lot of paid tools out there that don't just tell you, that don't just give you ideas, but also give you more information about the competitiveness, how, how hard it is to rank for these keywords, as well as also allow you to do more competitive analysis and understand more of what your direct competitors are doing, what their products are ranking for, what keywords they're trying to target. So a lot of these provide free plugins or free tools that you can add to Chrome, and a lot of them also provide free trials as well. So you don't have to do this right away, though. But I do recommend that if you're really going to be serious and take the time to invest in your SEO, that this is, it's worth it. Even if you do it for one month. You know, 100 bucks for one month might be even worth it. I'm not sure all the pricing, but that's great. So let's start talking about why you're really here. You want to see it in action, right? Let's optimize some product pages. So I'm going to, we're going to go into the editor in just a second. I'm going to switch over to that screen soon. But before we do, I want to kind of list off all the things WIX does automatically for you. And also the great thing about WIX is that we try and take as much of the load off in terms of the technical side of SEO so you don't have to worry about it. And we do a lot of things to make sure that all of our WIX sites are up to best practices when it comes to SEO. SEO changes constantly. So whenever we can, we try and make it as easy and automatic as possible to update your site. And when we do update something, all WIX sites are updated as well. So a good example of this is first there's canonical tags and I'll explain a bit more about what those are. But that's something that we automatically do for all our product pages. We self canonicalize and I'll show you, I'll give you an example in a second. Our site maps and robots txt are automatically generated and updated. A sitemap is just like it sounds. When Google comes to visit your site for indexing, they need a map to kind of understand what pages are here, what pages are there. And that's what a site map is. We automatically update it and generate it for you so you don't have to worry about if you unpublished a page or deleted a page that it's still on your sitemap. Well, nope, we automatically remove it for you. And robots Txt if the sitemap is more of like Google's map, the robots txt is more like the police officer blocking off certain areas. And you, you can tell Google no, don't visit this section, it's not ready yet, or this page, we just updated it. Come take a look again and see how great it looks. Those are automatically generated and updated and I'll show you a bit more about that. For all of our product pages, we automatically generate title tags that are optimized according to best practices that include your product name and your store name. So even if you don't, even if you just update your product information and you don't actually edit your SEO information, we automatically add it there for you because it's better to have we automatically do it because then there's something there rather than Google seeing nothing there, because that's not good for SEO. Also, when Google crawls pages, they understand that structured data they use what's called structured data. So they use structured data to understand what's on the page. So structured data is a way to tell Google not only is this a URL, but this URL, this page has products listed on it. And here's the price, here's everything. I'll show you how it looks in the editor. We also automatically structure with header tags and we do image optimization. So if we do all of that for you, what are you supposed to do? Well, just like I said, there are a lot of things that you can do. While we do automatically create title tags and meta descriptions for you, you should optimize them to include the keywords that are based on your research. Also, while we generate the URLs for you, you can edit the URLs to be more concise. And I'll show you a bit as well. Also, while we do optimize the quality of the images so that they are as small and load as fast as possible, you should optimize the image file names and the alt text to include your keywords. And I'll show you that as well. And also write in depth product descriptions.

Yeah, Matthew, let me jump in for a second with the first question that I saw was how can we appear in searches without using Google Ads? So I think this entire workshop will help you rank on that first page and be there without using Google Ads. And we'll show you. Matthew will show you in a second what we're doing in the editor and on the WIX dashboard on the product pages.

So let's go into the dashboard here and before I get into the actual product page in the settings there, I want to show you here in the marketing and SEO section we have all of our SEO tools and I mentioned a few things that I'll come back to. So I want to show you that here. Like I said, the site map, like I said, all the sitemaps are automatically created. We recently made a huge update and we totally restructured it to be to follow best practices that were recently updated. And all of our sites automatically come with the sitemap. You don't have to worry about it. We get a lot of questions. I can't find my sitemap. Where is my sitemap? Here in the SEO Tools section. All you have to do is click and it'll open and you can see your sitemap as is. So that's great. Back in I told you about robots Txt, this is actually for more advanced, so I'm not really going to go into it. But you do have the ability to tell which search engines, what pages to crawl and how long. You can do that using the file editor, but I'm the robots txt editor. But we don't need to show that today. SEO patterns I'm going to get into very shortly. But it's a way to apply a logic across all of your product pages so that you can create, so you can automatically update your SEO settings for all your product pages in one click. It's a really powerful tool. Now, even though, now let's talk about the site verification. Even though Google is the most popular search engine out there, there are plenty of other search engines out there. And the site verification allows you to easily add the code like some all the search engines, you can get a little snippet of code and you can add it directly in here to verify your ownership of the web of your website on that system. So you can do it for Pinterest, Bing and Yandex, which is more geared towards the. It's more popular in Russia and that part of the world. You can also do it for Google search console. But there's actually an easier way to do it. And you can see here, using our SEO Wiz, you can connect to Google automatically without having to copy and paste the code snippet. And the great thing about the SEO Wiz is it creates a customized SEO plan based on your site. And it's a great place to start with your SEO setup. So you can go in and you can put in your name. So let's just say Matthews Toys, Toy Box. Put my store name. Do I have a physical location? No, I'm online only. I ship all over the world. And then how would you describe your business? This is a great place to add your keywords. Educational toys. Let's just put something in here. This I would really recommend you do keyword research for educational toys. Wooden toys, toys for toddlers. Try that. And then I click create. And using the keywords that I put in here, it creates a personalized plan. And the first step of that plan is to connect to Google. So once you complete the first few steps, which is updating the title, description and text, you can in one click be connected to Google and your site will be indexed almost immediately. Most other sites, it takes most other platforms. If you do it automatically or do it using the code, it can take a few days, up to even a week for Google to come and recognize and crawl all the pages on your site. With us, you can do it almost instantly. And it's super simple

and critical to do immediately after the keyword research. So once you have the information right, this is where you start your setup. Make sure you go over step by step. WIX does a lot of the heavy lifting here, but not all of it.

You still have to do not all of it, no. This is a great place to get started. SEO is a continuous process. It's ongoing, it takes time, and it's experimental. There's no cut and dry way. SEO isn't rocket science. It's not super complicated, but it's also not plug and play. I can't give you specific rules on exactly what to do, but there are guidelines and that's kind of what we're talking about today. So I said I would talk about canonicals really quick. So you can see here, this is the URL for my. For my page, right? And Google looks at this as a unique version of the page. But let's say I want to. I have filters here in this site. So let's say I want to filter by price and I want to filter it to between 3 and 2850. See how the URL has changed, how it's added, question mark and a little price parameter at the end. So now, even though it's the same page with the same content and maybe just a few different products removed, Google looks at this URL as a totally different page. But that's what the canonicals solve. No matter what happens after this question mark, whether we add more filters or change more things, Google will look at this as with our canonicals and I'll show you how that looks in the pages section. When I go to the shop page, that's the page that it's on. There we go. If I go into the SEO Google settings, it's actually in the advanced SEO section and you can see that the canonical is automatically added. So rather than having the same exact page with just a few different parameters at the end competing against each other for rankings, this is a way to tell Google, actually this is the master version of this page. So no matter how many different types of this page there are, this is the master one. And this is the only one you should look at. And all these other versions should count as this one. So that's. It's something that's important.

But I in the editor, right? As opposed to the dashboard where we'll show in a minute about the actual product pages, this, the canonical is added from the editor.

So that's for the shop page. But let's go. They also have. We also have it on the product pages too. So let's go into our products and let's see here. All right, so I have all my products here and I'm looking for my building blocks. Okay, that's the product we're going to work on today. We've done a little research already, saw how to optimize this. Just so I don't forget, I'll show you the canonicals already. We're going to go to the Edit SEO settings. And you can see here, like I said, it's advanced, it's automatically done for you. So I don't want you to dwell too much on this, but it's done for you so you don't have to worry about it. That's the main point here. All right, so right away, based on my looking around, looking at my competitors pages and on Amazon, I noticed that nobody calls them building bricks. They call them building blocks. Right? That's what people are searching for. So right away, I'm gonna change product name to building blocks. I also added a picture here. I also have. Let's see, I'm going to add. I just want to show you here in the image in the media manager here, this is where you can change the file name. So you can see I already did it, but I optimized the file name to be building blocks. Toddlers, it's Google can't really. They can crawl content, they can crawl code, but they can't see images. So a way to tell Google and inform them what's in the image is to name your file name of your image so you can change it here. I want to say instead of toddlers, let's just say kids and toddlers. There we go, Saved.

And Matthew, what other information can you provide about the image to help Google or other people know more or learn more just from the image before we even talk about, you know, the description.

The other information you can provide is something called alt text. Alt text is short for alternative text. It's primarily used for accessibility purposes. People who are visually impaired or unable to see images use devices like screen readers to browse websites. And these devices read what the alt text says in place of the image. So when someone who comes to your site instead of seeing the image, they'll be read this. Even though that's the primary use, it's very useful for SEO because screen readers are machines reading websites and Google is also their crawlers are machines that are reading the websites just the same way. So they take that information and they use it to inform what's going On. So let's edit the alt text for these images. We've done the file, we've optimized the file names. Now let's edit the alt text. I'm going to click the little green three dots here. And you can see I can edit the alt text for my images. And so I have two images here, but if I had five, six or more, all of them would appear here. And here you can edit the alt text. So here I put building blocks for toddlers. And it's important that you don't overuse your keywords in alt text. You want to be as natural as possible, so. And also be as descriptive as possible. So I put building blocks for toddlers here. I put building blocks for toddlers stacked by color. Because that's, you know, if I were to close my eyes and not, you know, you were to explain to me the image. That's what I. That's what it is. And I could actually put multicolored here. Perfect. Done.

And one more thing, Matthew, I see a lot of the question is where is that feature? Here and there. One way obviously watch it and pay close attention. You can then watch it again. Another way is to either search at the search bar on top or just go to Google and say wix how to edit image alt text and get to our extensive knowledge base and you can do it there. We have, you know, a knowledge base article for practically anything that Matthew is saying right now. So just be aware, this is like it's no secret or something. Just Google it and you'll be there in the first result.

And we're focusing here on WIX stores today. I mean, there are different ways to edit alt text in different pages, different page types of wix. So it's. I really recommend using the knowledge base because they have a whole art, multiple articles on how to edit alt text depending on whether it's a main page or a bookings page or a background of a strip. There's a few different ways. So that's a great question. But here in WIX stores, we can see it right here. Edit alt text by clicking the little three buttons now. All right, so I changed the name to building blocks. Now I'm going to go back into the Edit SEO settings here. Let's save and continue. Very important. Now let's take a look here. All right, so you can see here the SEO settings and it shows a little preview of what the page will look like on Google. But you can see here the URL slug still says building bricks. It doesn't Say building blocks, even though I changed the name. So Google also uses the URL to understand what's on the page. So what I'm going to do is I'm going to change from building bricks to building blocks. Perfect. Now notice there's a little pop up here. We're going to link our old URL to the new one. Now we'll talk a little bit about redirects. We'll come back to it in a second. But whenever you change a URL, if Google has ranked the previous URL, if that page gets changed and the user tries, and a customer tries to come to that page, they're going to get an error message saying this page no longer exists. So 301 redirect is kind of like when you go to tell the post office that you've moved houses and this is the new address and they forward all your mail. This is the same type of concept. A 301 redirect tells Google, hey, this URL is no longer live. We actually move to this URL. And it's really easy to do in the URL redirects manager in the dashboard. I'll show you that in a second, actually, let's show that now. So I'm going to go back to marketing and SEO, back to my SEO tools. And here we have the URL redirect manager. Now this is a very powerful tool. There's. It's really helpful. Obviously, I'm using a free site, so you probably won't see this message, but you can see I already created this. You know what, I'll recreate it. So I changed the URL from building bricks to. And you can see it creates a. It shows a list of all the different product pages that we have in the store. And this is the one that I want to redirect to. So now we're telling Google and whoever goes to this old URL to send whoever goes to this URL to this new URL. Save and close. We're done. Now that is just for one URL. You can do it for groups of URLs. Like for example, if you're moving from a different platform to Wix. And all of your product URLs are structured in a certain way. You can say you know your domain slash, product slash, product name to product page slash. And you can do all your products in one go. And you can also import and export redirects if you have up to 500, because sometimes it get pretty extensive redirects. You can easily import and export all the Redirects that you've done. So that's a very important, important tool. Especially if you have products that are out of stock or they were available for part of the season and they're not available now, but you want to. But someone still has that link. You want to redirect them to a similar product or a similar category page, as opposed to just having them get to a dead end.

I'm jumping in for a second. We have a lot of questions and the teams will answer as many as they can. However, one repeating question is, will we share this video? So obviously we're recording this session and we'll share it after this session. So it's better, you know, to understand the approach and how to do it, and then the step by step will be shared and you can run the video at your own will after we're done today.

Okay, two final points and then we'll close up for question. I'll stop and we can answer as many questions as we can. Your product page. Typically, product pages are relatively thin on content, right? You have the name, the price, and the shipping and return policy info. The best thing for you in terms of SEO is to write as much as you can in your product descriptions, Go into detail, give as much information as you can. Because the more information you can provide in your description, the more context Google has to understand what the page is about. But it also just provides a better experience for your customer. When you're shopping for something, you want to understand exactly what what you're getting. And when you're deciding whether to buy something, you want to have as much information as possible. So by putting as much information in your product info section as you can, you should use this real estate to your advantage. And you can create additional info sections, which is also really great. Depending on the product, you can really structure it how you want. So let's talk about the SEO patterns. So some of us have really extensive stores, right? We have hundreds of products. And to do this process for each product page to go through and find keywords and find all this information, it can take a lot of time to update and change all this stuff. So that's why we created SEO patterns. It's a way to really streamline the process of updating your SEO settings so you can see the SEO patterns. You can automatically update different types of pages, apply a logic, and it will allow you to automatically update. So you can see here we have in the SEO patterns in the product section, search engines and social media. So I'm going to go in There real quick. So by default, like I said, WIX automatically structures your SEO title with product name and site name and also includes the product description. But let's say we want to optimize it. A great way to optimize this is to use modifiers like if you're having a sale, like big sale now or adding something like free shipping. But I don't want to have to do that one by one for every single page. So let's do this. Now let's say it's, I know Valentine's Day just passed, but let's say we just, we want to update all of our product pages that we're having a Valentine's Day sale. Sale, 20% off, 20% off product name. Great. So what I do here is I click save. And now when I go back into my products page, you'll be able to see that all the SEO settings were updated with that information. Now let's say we did this sale. Maybe most of our stock is on sale for this sale, but there's a few products that we don't want to update with this information. So let's see if we go into the abacus, you can see when you go into the title, Not sure why it didn't work, but it should have worked. Let's go back and just double check. Pretend that it worked. It's supposed to work.

Matthew, let me ask you a quick question here.

Yes.

In the eyes of Google, when we run sale and we change the titles or the description, does it dramatically, could it dramatically affect how they see the product? Or does Google know already that in certain periods you can expect more hardcore sales techniques on the title?

That's a very good question. I think at this point the SEO title and the description, it's less about rankings because if somebody sees it, it's at this point, if they see this in the results, it's more about getting the click through. It's a way to increase click through rates. So at this point it's not about Google. And Google's goal is to attract what their end user wants. Right? So their goal is to provide us with what we're looking for. So rather than thinking about what Google wants, try and think about what your user wants, what your customer wants. So if you, you know, at this point you want to entice them to click on your, on your, on your link, on the, on the results page. So when you're talking about the SEO title and description, that's what you should be thinking about is more, okay, so they're Seeing my page, let's focus on trying to get them to click through. Let's talk about all the value that we provide on this page, and that's what you should be optimizing for.

And that's another great advice because it's not only, like, how high you rank. I mean, that's. We obviously all want to rank high, but we also want people to click on that. So you have to see what you know, your. The one above you and the one below you, how they speak. You want to make sure that you get those clicks to your site as opposed to them. Because that's what the browser is going to be looking at, is, you know, the nearby results.

Exactly. Rankings are important, but they're a means to an end. Ultimately, you want to get sales.

Right.

It doesn't matter if you're ranking number one for a keyword, if that keyword isn't generating you, isn't bringing you traffic, that ultimately ends up in a sale. So you really need to be thinking about that. And let's see if it worked now. Hopefully. I don't know what's going on.

Might be an experiment sometimes.

Yeah, maybe for your browser. Things happen, bugs happen, but I'll take a look. But what it should do is it should automatically update across all of our products. Maybe. I think I. Maybe I overrid this one. Let's check another one. What you can do here is, what's nice is you can manually edit the settings. Yep. That was what it is. I manually edited that one. So here you can see what I put in patterns. It shows up here. But let's say this product doesn't have 20% off. I can just go and delete that one. And now all my products are updated. It doesn't matter what I put in the patterns. I can just override it here, just

to wrap up on this. The patterns will go product by product for all of your products. But the ones that you manually override. Right.

It will automatically apply logic to all your products. It'll change all of your products in one. In one click. If you want to override that and you don't want to apply this logic to specific products, you can override it yourself by manually going into the SEO settings and changing it.

Which is what we've done both here and in the previous page.

Exactly. Exactly. So that's. I think that's all the time we have in terms of covering. There's a lot going on. There's a lot. We just barely scratched the surface, and we mainly talked about transactional on our product pages. And part two, Morty's gonna come in part two and talk a little bit more about advanced content strategy for SEO, how to create other types of content that will drive traffic to your product pages. In the meantime, I think it's time for Q and A.

So many, many questions. Obviously, let's start with some of the more basics. One, the basic ones, how to measure results. After setting up the SEO, let's say somebody watches it in an hour, they start doing their research. They do all the patterns, they override whatever they do. They put a ton of work into it. What should they be expecting?

So in terms of measuring results, you should definitely very first step is to we have wix analytics, which is really great when it comes to tracking, especially for WIX stores. We have a lot of sales information and you can really track and see which store, which sales came from organic traffic, which sales came that way. I also recommend you integrate, we have an extension with Google Analytics. You can integrate there. And there's a way that you can really drill down by keyword and see, okay, this keyword brought this many sales or this, so on and so forth. That's a whole other topic. I could spend a whole hour on that. But even if you just integrate, there's a marketing integrations section of the dashboard and you integrate Google Analytics. And also like I said, the connect to Google creates a Google search console account for you and indexes your site. And that has a lot of information in terms of which keywords, which search queries your page is showing or showing up as, which ones get clicked through. So there's a lot of information out there. It's really important that ultimately it ends up in a sale. So just track how many sales you get from your organic search.

Absolutely. And one more link here to connect. Obviously, when you start ranking higher, you will see the traffic coming in. However, you will still need to optimize your pages for conversion.