Description

Introduction

In today’s competitive digital landscape, simply launching an eCommerce site is not enough. Success depends on visibility, personalization, performance optimization, and data-driven marketing strategies.

This training focuses on:

1. Implementing technical and on-page SEO within Optimizely Commerce
2. Leveraging personalization and experimentation tools
3. Optimizing product discoverability and search experience
4. Integrating analytics and marketing automation
5. Driving measurable growth through A/B testing and conversion optimization

Participants will gain hands-on experience configuring SEO settings, optimizing product catalogs, integrating marketing tools, and measuring campaign effectiveness within Optimizely Commerce.

Prerequisites

1. Basic understanding of digital marketing concepts
2. Familiarity with eCommerce platforms
3. Basic knowledge of SEO fundamentals
4. Working knowledge of Optimizely Commerce (recommended)
5. Understanding of CMS concepts and product catalog structure

Technical participants should ideally have:

1. Basic knowledge of HTML and metadata structures
2. Familiarity with web analytics tools

Table of Contents

Module 1: Overview of Optimizely Commerce Marketing Capabilities

1. Introduction to Optimizely Commerce architecture
2. Marketing and personalization features overview
3. SEO capabilities within the platform
4. Content + Commerce integration

Module 2: Technical SEO in Optimizely Commerce

1. URL structure and routing optimization
2. Managing meta titles, descriptions, and canonical tags
3. XML sitemap configuration
4. Robots.txt configuration
5. Schema markup and structured data implementation
6. Site performance and Core Web Vitals considerations

Module 3: On-Page SEO for Product & Category Pages

1. Optimizing product descriptions
2. Keyword mapping for product catalogs
3. Category page optimization
4. Faceted navigation SEO best practices
5. Internal linking strategies
6. Managing duplicate content

Module 4: Search & Product Discoverability

1. Configuring internal search
2. Improving search relevance and ranking
3. Synonyms and search tuning
4. Handling zero-result searches
5. Search analytics insights

Module 5: Content Marketing & Personalization

1. Integrating CMS with Commerce
2. Landing page creation for campaigns
3. Content personalization strategies
4. Visitor groups and audience targeting
5. Dynamic content recommendations

Module 6: Conversion Rate Optimization (CRO)

1. A/B testing fundamentals
2. Setting up experiments in Optimizely
3. Measuring experiment performance
4. Optimizing product pages for conversion
5. Funnel analysis and drop-off reduction

Module 7: Campaign Management & Promotions

1. Creating promotions and discount campaigns
2. Coupon management
3. Cross-sell and upsell strategies
4. Seasonal and event-based campaign setup
5. Campaign tracking

Module 8: Analytics & Marketing Integrations

1. Integrating with analytics platforms
2. Tracking events and goals
3. UTM strategy implementation
4. Marketing automation integrations
5. Attribution modeling basics

Module 9: SEO Monitoring & Continuous Optimization

1. SEO performance tracking
2. Ranking and traffic analysis
3. Technical SEO audits
4. Competitor benchmarking
5. Continuous improvement roadmap