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Advanced on-site SEO case study

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Slides for a guest lecture I delivered for the University of Ulster's Digital Media Communication post-graduate programme.

Slides for a guest lecture I delivered for the University of Ulster's Digital Media Communication post-graduate programme.

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  • 1. University of UlsterDigital MediaCommunicationA case study in technical SEOCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012
  • 2. Bedeck • Seller of luxury bed linens • Own brand as well as third party brands • Ecommerce website: www.bedeckhome.com • Re-launched site in October 2011 Strong visibility on branded search terms Zero visibility on generic search termsCopyright. All Rights Reserved Pierce Communications. 2012
  • 3. Bedeck SEO project • Targeted keywords: bedding sets designer bed linen designer bedding duvet sets goose feather pillows hotel luxury bedding hotel luxury bedlinen luxury bed linen luxury bedding quality bed linenCopyright. All Rights Reserved Pierce Communications. 2012
  • 4. Basic On-Site SEO • Title tags: • Meta descriptions: • Content.Copyright. All Rights Reserved Pierce Communications. 2012
  • 5. Special Challenges Special challenges with large ecommerce websites: • Large amount of pages: Homepage Category pages Subcategory pages Product pages Supporting information (delivery, T&Cs, stores, etc) Blog/News pages • Getting product pages in Google’s index • Potential duplicate content issuesCopyright. All Rights Reserved Pierce Communications. 2012
  • 6. Advanced On-Site SEO • Indexing XML sitemaps Duplicate content • Structured data Schema.org • Load speed Faster = betterCopyright. All Rights Reserved Pierce Communications. 2012
  • 7. Indexing • Has Google indexed all pages? This used to be a very inaccurate ‘guesstimate’Copyright. All Rights Reserved Pierce Communications. 2012
  • 8. Indexing • Google Webmaster Tools – Index Status report (Since July 2012)Copyright. All Rights Reserved Pierce Communications. 2012
  • 9. Indexing • Google Webmaster Tools – Index Status report What happened?Copyright. All Rights Reserved Pierce Communications. 2012
  • 10. Index Status advanced reportCopyright. All Rights Reserved Pierce Communications. 2012
  • 11. Is this a good thing? A lot of pages not included Huge gapCopyright. All Rights Reserved Pierce Communications. 2012
  • 12. Yes, that’s a good thing • Bedeckhome.com uses ‘faceted navigation’ (a.k.a. ‘layered navigation’ or ‘additive filters’) • This almost always causes duplicate content issues: Page after page after page of product lists Google not sure which to includeCopyright. All Rights Reserved Pierce Communications. 2012
  • 13. Ensuring Google indexes the right pages • ‘Index sculpting’ “noindex, follow” meta robots tag Robots.txt blocking JavaScript-generated faceted links Rel=nofollow links • Google Webmaster Tools URL Parameters configurationCopyright. All Rights Reserved Pierce Communications. 2012
  • 14. URL Parameters in GWTCopyright. All Rights Reserved Pierce Communications. 2012
  • 15. XML SitemapsCopyright. All Rights Reserved Pierce Communications. 2012
  • 16. Structured data / microdata “On-page markup enables search engines to understand the information on web pages and provide richer search results in order to make it easier for users to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.” Quoted from schema.orgCopyright. All Rights Reserved Pierce Communications. 2012
  • 17. Structured data hProduct structured dataCopyright. All Rights Reserved Pierce Communications. 2012
  • 18. What does it do? In theory, it turns this: …in to this: (In practice, Google wants you to pay them first.)Copyright. All Rights Reserved Pierce Communications. 2012
  • 19. It does do this (for free): hReview structured dataCopyright. All Rights Reserved Pierce Communications. 2012
  • 20. Load Speed• Quicker = better• Users don’t like to wait• Search engines don’t like to wait Crawl Budget: how much time Google spends crawling your site until it goes ’screw this, I’m outta here’. Copyright. All Rights Reserved Pierce Communications. 2012
  • 21. How to improve load speed • Faster hosting environment • Tidy HTML code • Minimal JavaScript • Minimal external calls Facebook & Twitter integrations Third party functions (ex. booking forms) • Small image filesizeCopyright. All Rights Reserved Pierce Communications. 2012
  • 22. Bedeckhome.com’s load speed Just about OKCopyright. All Rights Reserved Pierce Communications. 2012
  • 23. Did it work?Copyright. All Rights Reserved Pierce Communications. 2012
  • 24. Google.co.uk keyword rankings Keyword Oct-11 Sep-12 Change bedding sets (outside top 100) 9 +91 designer bed linen 9 5 +4 designer bedding 4 3 +1 duvet sets (outside top 100) 16 +84 goose feather pillows 25 9 +16 hotel luxury bedding 91 2 +89 hotel luxury bedlinen 35 4 +31 luxury bed linen 68 5 +63 luxury bedding 17 5 +12 quality bed linen 5 6 -1Copyright. All Rights Reserved Pierce Communications. 2012
  • 25. Generic search growth Oct 11 – Sept 12 Visits from Generic Search Revenue from Generic Search12000 £9,000.00 £8,000.0010000 £7,000.008000 £6,000.00 £5,000.006000 £4,000.004000 £3,000.00 £2,000.002000 £1,000.00 0 £0.00 Copyright. All Rights Reserved Pierce Communications. 2012
  • 26. Year on year comparison 120,000 100,000 80,000 60,000 Growth: Branded Search traffic 31% 40,000 Generic Search traffic 117% Generic Search revenue 151% 20,000 0 Oct 2010 - Sept 2011 Oct 2011 - Sept 2012 Generic Search traffic Generic Search revenueCopyright. All Rights Reserved Pierce Communications. 2012
  • 27. Questions?badams@piercecommunications.co.ukhttp://twitter.com/badamshttp://www.piercecommunications.co.ukCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012

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