SeoProfy Founder: Research Opponents to Enhance Rankings

I requested Victor Karpenko, the CEO of Ukraine-based SeoProfy, to explain the frequent natural search errors of ecommerce retailers. Most are technical, he instructed me, including, “You’ll be able to reply 99% of any web optimization query by competing, high-ranking websites.”

To Karpenko, analyzing rivals is essential web optimization analysis. He ought to know. He based SeoProfy in 2010 in Kyiv. It’s now a worldwide search-engine-optimization chief with 200 staff, refined inner instruments, and a roster of spectacular shoppers throughout a number of industries.

All the audio of my current dialog with Karpenko is embedded under. The transcript is edited for readability and size.

Sensible Ecommerce: What are the frequent web optimization errors of ecommerce retailers?

Victor Karpenko: Most web optimization errors are technical, akin to structuring a web site with the suitable classes, hyperlinks, and key phrases. Most errors occur on the preliminary setup, through the analysis section. You’ll be able to reply 99% of any web optimization query by competing, high-ranking websites.

Right here’s an instance. I lately spoke with a consumer who sells pillows and mattresses on-line by way of WooCommerce. He requested me if he ought to transfer to Shopify to acquire higher rankings.

To reply, he ought to search on Google for key phrases akin to “foam pillow” and take a look at the highest 10 outcomes. Now we have a plugin that exhibits the CMS of these websites. He would possibly see 5 rivals utilizing WooCommerce and one other 5 with Shopify. He might slim the search additional by analyzing the highest three and learning their knowledge and commonalities.

This strategy — analyzing techniques of profitable rivals — solutions just about any web optimization query.

Past the CMS, we’d analyze totally different parameters for the highest outcomes, such because the variety of hyperlinks, content material measurement (what number of phrases and the way it’s optimized), and web page velocity, which Google calls Core Net Vitals. (Google doesn’t disclose all of the details about a web site’s web page velocity, by the way.)

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Search Console offers plenty of important data a few web page and a web site — key phrases within the textual content, inner and exterior hyperlinks, and far more.

We depend on Ahrefs, Majestic, and Semrush, too. Utilizing competitor evaluation, we take a look at the dynamics of different web sites’ hyperlinks — what number of hyperlinks, how lengthy it took to build up, and what number of pages are impacted. From there, we are able to estimate what it might take to rank on web page 1 and the way lengthy.

URL age is one other essential issue. If a competitor’s URL age is, say, two years and you might be simply beginning, it would seemingly take a while to construct web page belief and rankings.

PEC: You talked about instruments — Search Console, Ahrehs, Majestic, Semrush. Does a service provider want all of these?

Karpenko: Now we have roughly 200 staff, so we use many instruments. For hyperlinks, we primarily use Ahrefs and Majestic. For key phrases and search quantity, we use Semrush. We use a search metrics instrument to get knowledge. We take a look at cell and desktop search outcomes. Google says its rankings are mobile-first, however many providers analyze solely desktop knowledge, which will be inaccurate.

The important components for an ecommerce web site (or any web site) are whether or not you could have sufficient hyperlinks and content material, whether or not the hyperlinks are pure, whether or not they have anchor textual content, whether or not the textual content is over-optimized or under-optimized, and whether or not the technical components want fixing.

PEC: Are you able to elaborate on the technical components?

Karpenko: Contemplate your sitemap and whether or not your web site has an indexing API, which notifies Google when pages are added or eliminated. The robots.txt and .htaccess information are essential, too. Take a look at titles, descriptions, headers (H1, H2, extra), and breadcrumbs. Analyze how inner hyperlinks are distributing authority all through the location.

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PEC: Say I’m a longtime service provider about to launch a brand new line of merchandise. How would I obtain excessive natural rankings for these objects?

Karpenko: Go step-by-step. First, acquire key phrases and separate them into teams. Prioritize which merchandise you wish to rank organically for, then put collectively key phrases for that group. Subsequent, verify for search intent. Sort a key phrase in Google and see what pages are rating.

If an article ranks within the prime 10, it’s in all probability not the perfect concept to attempt to rank an ecommerce product web page for that phrase. It’s higher to ask that article web site to insert a hyperlink in its article. That will put you within the prime 10; you’ll get visitors straightaway. And don’t tackle the excessive authority shops akin to Amazon, Goal, or Walmart. Concentrate on rivals just like yours.

Decide the highest 15 rivals from a key phrase group, and slim it to 5. Take a look at belief and take into account this group’s area and URL parameters. I might use Majestic’s Belief Circulate and Quotation Circulate. URLs with a belief ratio of greater than 2 often don’t rank properly. Over-optimized web sites usually rank poorly. We collect that belief knowledge and assemble the key phrases. We’ll analyze which rivals rank for them, what number of of these key phrases they use, and their foremost web page or product class. Then we take a look at the content material. We analyze content material construction from the scale of the web page to the markup to headings, H1 to H6.

Take a look at what number of phrases are between H1 to H6. What’s the code? The content material will be checklists, pictures, quotes, or feedback. what they’ve in frequent. You’ll be able to glean the perfect practices from prime web sites. After that, construction your web page. A retailer with 100 classes must prioritize. You’ll be able to’t rank for every little thing from the start. Arrange the principle classes and pages, add a couple of tweaks, after which process your designer for a mock-up.

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It’s essential to design a web site after implementing web optimization techniques, not earlier than. In any other case you’ll redo stuff. As soon as we now have an web optimization technique, we code after which write and analyze textual content utilizing a instrument akin to SurferSEO or Copywritely.

PEC: You’re the founder and CEO of SeoProfy, in Ukraine. Inform us in regards to the firm.

Karpenko: Now we have round 200 staff. Roughly 75% are in Ukraine, all through the nation. The conflict impacted us. We stopped working with the Russian shoppers. We completed the duties promised to them after which stopped. That was about 25% of our general income. It was hurtful, however we didn’t lay off any staff.

The primary two weeks of the conflict had been aggravating. Our human sources division coordinated with your entire employees to see how everybody was doing, the place they had been, and if anybody wanted assist, akin to relocating. Issues are extra steady now.

So far, none of our staff have acquired accidents from the conflict. A few of our folks dwell in Kyiv, however they’re protected and don’t wish to go away. We’ve adjusted and adopted a kind of darkish humor. A staff member would possibly say, “There’s a siren. We have to go to the bomb shelter.”

It’s onerous to seek out good expertise. We don’t wish to fireplace folks. Now we have a plan to outlive.

PEC: All of us worth our Ukrainian colleagues. How can folks attain out and help you?

Karpenko: Our web site is Now we have a LinkedIn web page, too. I’m additionally on LinkedIn.

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