University of UlsterDigital MediaCommunicationA case study in technical SEOCopyright. All Rights Reserved Pierce Communica...
Bedeck •        Seller of luxury bed linens •        Own brand as well as third party brands •        Ecommerce website: w...
Bedeck SEO project • Targeted keywords:                        bedding sets                        designer bed linen     ...
Basic On-Site SEO • Title tags: • Meta descriptions: • Content.Copyright. All Rights Reserved Pierce Communications. 2012
Special Challenges Special challenges with large ecommerce websites: • Large amount of pages:      Homepage      Category ...
Advanced On-Site SEO • Indexing      XML sitemaps      Duplicate content • Structured data      Schema.org • Load speed   ...
Indexing • Has Google indexed all pages?               This used to be a very               inaccurate ‘guesstimate’Copyri...
Indexing • Google Webmaster Tools – Index Status report          (Since July 2012)Copyright. All Rights Reserved Pierce Co...
Indexing • Google Webmaster Tools – Index Status report                                                             What  ...
Index Status advanced reportCopyright. All Rights Reserved Pierce Communications. 2012
Is this a good thing?                                                             A lot of                                ...
Yes, that’s a good thing  • Bedeckhome.com uses ‘faceted navigation’          (a.k.a. ‘layered navigation’ or          ‘ad...
Ensuring Google indexes the right pages • ‘Index sculpting’       “noindex, follow” meta robots tag       Robots.txt block...
URL Parameters in GWTCopyright. All Rights Reserved Pierce Communications. 2012
XML SitemapsCopyright. All Rights Reserved Pierce Communications. 2012
Structured data / microdata “On-page markup enables search engines to understand the   information on web pages and provid...
Structured data                                                             hProduct structured dataCopyright. All Rights ...
What does it do? In theory, it turns this: …in to this: (In practice, Google wants you to pay them first.)Copyright. All R...
It does do this (for free):       hReview structured dataCopyright. All Rights Reserved Pierce Communications. 2012
Load Speed• Quicker = better• Users don’t like to wait• Search engines don’t like to wait     Crawl Budget: how much time ...
How to improve load speed • Faster hosting environment • Tidy HTML code • Minimal JavaScript • Minimal external calls     ...
Bedeckhome.com’s load speed                                                             Just about OKCopyright. All Rights...
Did it work?Copyright. All Rights Reserved Pierce Communications. 2012
Google.co.uk keyword rankings                                            Keyword                    Oct-11           Sep-1...
Generic search growth Oct 11 – Sept 12                Visits from Generic Search                                       Rev...
Year on year comparison           120,000           100,000            80,000            60,000                           ...
Questions?badams@piercecommunications.co.ukhttp://twitter.com/badamshttp://www.piercecommunications.co.ukCopyright. All Ri...
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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.

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Advanced on-site SEO case study

  1. 1. University of UlsterDigital MediaCommunicationA case study in technical SEOCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012
  2. 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. 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. 4. Basic On-Site SEO • Title tags: • Meta descriptions: • Content.Copyright. All Rights Reserved Pierce Communications. 2012
  5. 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. 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. 7. Indexing • Has Google indexed all pages? This used to be a very inaccurate ‘guesstimate’Copyright. All Rights Reserved Pierce Communications. 2012
  8. 8. Indexing • Google Webmaster Tools – Index Status report (Since July 2012)Copyright. All Rights Reserved Pierce Communications. 2012
  9. 9. Indexing • Google Webmaster Tools – Index Status report What happened?Copyright. All Rights Reserved Pierce Communications. 2012
  10. 10. Index Status advanced reportCopyright. All Rights Reserved Pierce Communications. 2012
  11. 11. Is this a good thing? A lot of pages not included Huge gapCopyright. All Rights Reserved Pierce Communications. 2012
  12. 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. 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. 14. URL Parameters in GWTCopyright. All Rights Reserved Pierce Communications. 2012
  15. 15. XML SitemapsCopyright. All Rights Reserved Pierce Communications. 2012
  16. 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. 17. Structured data hProduct structured dataCopyright. All Rights Reserved Pierce Communications. 2012
  18. 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. 19. It does do this (for free): hReview structured dataCopyright. All Rights Reserved Pierce Communications. 2012
  20. 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. 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. 22. Bedeckhome.com’s load speed Just about OKCopyright. All Rights Reserved Pierce Communications. 2012
  23. 23. Did it work?Copyright. All Rights Reserved Pierce Communications. 2012
  24. 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. 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. 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. 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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