Ecomm SEO Beyond Core Web Vital — Dale Bertrand // Fire&Spark

Dale Bertrand, President of Fire&Spark, talks about technical changes that impact your SEO performance. When people start doing SEO and optimizing product pages, blogging is usually the go-to for content generation. Fortunately, there are a myriad of other interesting ways to approach content creation that address the need for unique content, without having to create tons of unique content. Today, Dale discusses eCommerce SEO beyond core web vitals.
About the speaker

Dale Bertrand

Fire&Spark

is a little camera shy

Dale is President at Fire&Spark

Show Notes

  • 02:31
    The big differentiator when it comes to eCommerce
    For most eCommerce websites, the big differentiator is authority. Essentially, its about building authority using targeted content and optimizing the content that you are creating.
  • 04:16
    How eCommerce sites can build domain authority
    Participate in content partnerships with authoritative brands and individuals in your industry. The authority of your site will increase as a result of Google making the association between brands.
  • 07:55
    Authority and content authorship
    Content should be written and reviewed by someone authoritative in the space. Ideally, the author should mention the authors name and association with an authoritative institution.
  • 09:39
    How to use writing resources efficiently when optimizing product pages
    Focus on more efficient content types than blogging. Start with bottom of the funnel keywords for your pages and group them into collection pages to go after the middle of the funnel.

Quotes

  • "For most eCommerce sites, weve had success focusing on authority as the big hammer, the big differentiator." -Dale Bertrand, President, Fire&Spark

  • "You always want to be building authority with backlinks, focusing on engagement and reviews, and the company you keep." -Dale Bertrand, President, Fire&Spark

  • "If you're able to do content partnerships with other authoritative brands and individuals, Google's going to see, and that increases the authority of your site." -Dale Bertrand, President, Fire&Spark

  • "The way we use the author box is that we want to have authors with letters after their name, depending on the space you're in." -Dale Bertrand, President, Fire&Spark

  • "Most e-commerce websites are built on solid platforms like Shopify, WooCommerce, etc. They won't have huge opportunities to improve page speed and two X or three X organic traffic." -Dale Bertrand, President, Fire&Spark

  • "We had a client selling an ergonomic chair called the ergo ergo. The only keyword they optimized for was ergo ergo. If I'm looking for an ergonomic chair, I'm not going to type that into Google." -Dale Bertrand, President, Fire&Spark

  • "Non-branded FAQs go after the top of funnel keywords on an eCommerce page without blogging. Writers can answer 10 or 15 of these questions. And that's a more efficient use of writing resources." -Dale Bertrand, President, Fire&Spark

About the speaker

Dale Bertrand

Fire&Spark

is a little camera shy

Dale is President at Fire&Spark

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