What to expect from this guide?

In this guide you learn how you can improve your Google ranking through text automation and which SEO requirements you can implement in your website with the AX platform. Knowledge about SEO content is included as far as it concerns text automation. But the guide does not replace the preoccupation with the developments and requirements of search engine optimization in a broader context.

Higher visability and more Conversion via Google with the AX Platform: Why the AX platform is also a SEO-Tool in E-Commerce

Why the AX platform is also a SEO-Tool in E-Commerce Individual and customized content is an important factor for the Google ranking in the organic search. Although search engine optimization affects many areas, such as the user experience on the website, the time it takes for the website to load and the numbers and quality of backlinks, the overall question for the search engines remains how to bring the right content to the users: Search engines are interested in presenting their users with the matching content for their search. So matching quality content is essential for SEO.

You will meet these requirements for onsite SEO with the right use of the AX platform, in which you can improve your Google ranking by many relevant factors:

  • First, simply by providing content at all, i.e. product descriptions. Text is important for the search engines because that’s what they understand: For humans pictures can speak a thousand words, but the search engines cannot see images. So make sure to add a description of the product.
  • Customizing your content to the individual product will lead to higher relevance of your content for search engines and customers. This also applies to matching the content to different user interests.
  • The platform allows variance for texts - This means that there is no longer a risk of being penalized in the ranking because of duplicate content.
  • Content freshness is a decisive ranking factor: With the AX platform content will be easily or even automatically updated.
  • You can control the use and distribution of your keywords in your content.
  • With the implementation of additional information (e.g. meta tags) for search engines the ranking will also be improved. You can generate this content parts automatically fitting every of your product description or webpage.

Use Content Freshness as ranking factor

What happens with content over time? Content gets old because changes in the product and in the world will inevitably occur, planned or unplanned. Over time the gap between the static content, you have written once and the evolving reality becomes more obvious:

  • Initially minor discrepancies, resulting in significant errors in the course of time.
  • Content loses more and more its validity and relevance.
  • Content is no longer appealing and attractive!

According to this content that is updated recently must rank higher than "stale" content. But a SEO study by Ahrefs (on the base of 2 million random keywords) showed that only 1-2% of the pages on Google Position 1 are less than 1 year old. The average Top 10 rankin page is 2+ years old. They summarize:The SERP is clearly dominated by “old” pages.

This observations demonstrate that search engines are confronted with a dilemma when they want to present their users high quality content on the first positions: On the one hand you have the decline of content and on the other hand content authority can only be build up over time. If content is sustainable and lasting you assume quality.

evergreen content fresh content
--- ---
* well-aged * many backlinks (takes time) * established * proven relevant for the issue * sustainable and lasting * Up-to-date * relevant to the reader
examples for issues: "the anatomy of the human brain" examples for issues: "The Top 10 Smartphones"

So you have to distinguish the actual needs of the user. For this Google invented the QDF (= Query Deserves Freshness) algorithm. This mathematical model tries to determine when users want new information and when they don't. For this Google observes blogs and magazines, news portals and search queries to detect "hot" topics. If the QDF is above average fresh content ranks higher than established content.

There are usually three categories with increased requirements of fresh content:

  1. The mentioned "hot" topics or recent events ("Taylor Swift boyfriend").
  2. Regularly recurring events ("olympics").
  3. Frequent updates That means for issues that need regular update because there are frequent new information. For example, if you’re researching the [best smartphone cameras], or you’re in the market for a new car and want [jeep compass reviews], you probably want the most up to date information.

For working with the AX platform this leads to two conclusions:

  • The type of content that is most suitable to text generation is directly linked to the category "frequent updates". For this you will automatically have an advantage over handmade text production, because your texts will get updates as soon as the data changes.
  • You can use text generation to be prepared to provide content for the second category "recurring events" or link your content to recurring events to benefit from the ranking factor "freshness".

How do people search? Identifying the search intent

Search engine optimization isn’t possible without knowing how people search things on the internet. One important aspect of SEO is to answer the questions people put into the search field of Google - and to make it very clear that your answer is the best for their question.
What does “search intent” mean? For this you have to know what people search on Google and what they expect to find with their searches. This means you have to understand the intent behind the search queries. So: Why are people searching?

information They want to get some facts or information about a topic, a problem or issue. "clean oven", "best time to sow lettuce", "How to..."
navigation They want to get to a website. When someone types “twitter” in the search mask, they want to get there. "facebook", "BBC"
transaction People want to buy things online and are looking for a good offer. "best price smartphone", "buy sofa"
commercial it’s between informational and transactional intent. People want to buy some things but not now, they want to make some investigations before. "best camera in smartphone","Galaxy Samsung S10"

With this concept you can write your content more precisely and give the information the user wants to have according to his search intent. First, in your content strategy you have to decide for which of these categories you want to provide answers. For e-commerce companies and online shops the transactional and commercial search intents are the most important ones, but also delivering information about certain issues that are close to your products can be promising.

For optimizing your content you have identify the search intent and to answer this questions you have to answer these questions at different sections of your content. The crucial point to do this is the "Title Tag", because the title tag is not only one of the most important on-page factors in SEO but it is also the content people see on the search engine result page ("SERP") and decide if they click on your link or not.

Optimze your Title Tag for E-Commerce

Where does the title tag appear?

The link you click on in the SERP. // image1

You see the title tag on the browser tab and as bookmark // image2

In social media the title tag is used as headline when a URL is shared. (This applies if the additions in OpenGraph, TwitterCards and Schema.org markup are not available). // Image3

Basics of a commercial/transactional title-tags. It's supposed to be in there:

  1. Answer the question as briefly and precisely as possible: What is this page about?
  2. Use your main keyword (or the crucial detail) at the beginning of the title tag
  3. Name your best purchase condition (return etc.)

According to the book:

//image ( Header One Header Two
Item One Item Two )

Lesson:

  • How to write a title tag on the platform‚
  • Create a statement "Title Tag".
  • Create the appropriate variables (product, color/number/size, manufacturer, price,)
  • Set up your spelling and punctuation
  • Consider variance through branches (at CTA)

Duplicate content - disadvantage in ranking?

In SEO duplicate content is a often discussed problem. Basically, duplicate content can be distinguished into two categories: very similar or identical content on the same domain (intern) and identical/very similar content on different websites (extern).

extern duplicate content intern duplicate content

content within a domain, e.g. product and category pages, filter pages seem not to make big impact on search engines. internal duplicate content is produced for various reasons, for example automatically by the CMS, which puts the same pages in different navigation points, by the same category texts or filter functions.

You have external duplicate content if, for example, instead of writing your own product descriptions, you simply use the manufacturer's texts. They are also used in other places on the net, so actually Google classifies them as not relevant. They do not provide the user with any added value, they are categorized just useless or even harmful copies.

Question to Matt Cutts ( former head of the web spam team at Google):

Are product description pages on an e-commerce site termed as duplicate content, if the same product description appears on other sites? (It does happen for many branded products) Matt Cutts: “Where is my value add? What does my site that doesn’t have original content add compared to these other hundreds of sites? So whenever possible I urge you to try to have original content, try to have a really unique value. If not there’s no reason why anybody wants stumble on your site. So try to have an unique angel and not the same stuff that everybody else has on their webpage as well.

dentical/very similar content on different websites
intern duplicate content extern duplicate content
content within a domain, e.g. product and category pages, filter pages seem not to make big impact on search engines. internal duplicate content is produced for various reasons, for example automatically by the CMS, which puts the same pages in different navigation points, by the same category texts or filter functions. dentical/very similar content on different websites

example: Aber auch durch das Einsortieren eines Produkts in mehrere Shopkategorien erzeugen Shopsysteme dann oft für ein und dasselbe Produkt unterschiedliche URLs, wie z. B.:

www.meinshop.de/gartenbedarf/motorsaege-bosch.html www.meinshop.de/profiwerkzeuge/motorsaege-bosch.html www.meinshop.de/bosch/motorsaege-bosch.html www.meinshop.de/angebote/ motorsaege-bosch

Intern Duplicate content

intern duplicate content within a domain, e.g. product and category pages, filter pages seem not to make big impact on search engines. internal duplicate content is produced for various reasons, for example automatically by the CMS, which puts the same pages in different navigation points, by the same category texts or filter functions.

The Google webmaster central recommends:

“Minimize similar content: If you have many pages that are similar,(...) For instance, if you have a travel site with separate pages for two cities, but the same information on both pages, you could either merge the pages into one page about both cities or you could expand each page to contain unique content about each city.”

Solution/Task for "duplicate content": Variance through unique content

extern: very similar (?) or identical content on different domains, e.g. using content from the producer (Herstellerbeschreibungen). In general you don’t have to fear a penalty through non-spam duplicate content. There’s only one exception: product descriptions

Question to Matt Cutts ( former head of the web spam team at Google):

Are product description pages on an e-commerce site termed as duplicate content, if the same product description appears on other sites? (It does happen for many branded products) Matt Cutts: “Where is my value add? What does my site that doesn’t have original content add compared to these other hundreds of sites? So whenever possible I urge you to try to have original content, try to have a really unique value. If not there’s no reason why anybody wants stumble on your site. So try to have an unique angel and not the same stuff that everybody else has on their webpage as well.

fresh content/ content that is up-to-date and is designed for the user's intention.

How to provide variance in your content with the AX platform Data Driven Variance and random variance.

Stories - sequence of statements, you switch on and off by rules.

Statement see. Webinar Variance (Peter) Link to video. Say the same thing in different words. Branches for variation on statement and synonyms (phrases and word) level. Easiest way to introduce variance into the AX NLG System is to say the same thing in different ways. But with this randomly chosen statements you have to rework your texts if something changed.