SEO for Ecommerce - an overview

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SEO for ecommerce is all about technical efficiency, clean, crawlable sites and a great UX. These slides were presented at Fresh Business Thinking Live - June 11th 2014.

Published in: Business, Technology, Design

SEO for Ecommerce - an overview

  1. 1. common pitfalls SEO
  2. 2. Organic digital marketing G Global Campaigns G Creativity & Connection G Delight & Inform
  3. 3. Recent Credits Awards Credits 2. Best Use of Search - Wirehive 3. Fast Growth - Wirehive 2. Econsultancy: SEO Best Practise Guide 3. Co-Authored: Hit Me! Best Use of Search – Retail* Econsultancy Buyers Guide *UK Search Awards 2013
  4. 4. Attention to detail
  5. 5. Almost doubled within one week period
  6. 6. Common Pitfall Don’t plan the site around the product Start with “how” and “why” research x
  7. 7. Advanced Keyword Research GSite Search Logs G Google Keyword Planner G Market Research
  8. 8. Query Types INFORMATIONAL TRANSACTIONAL NAVIGATIONAL CONNECTIVITY
  9. 9. INFORMATIONAL TRANSACTIONAL NAVIGATIONAL
  10. 10. research informs information architecture, on-page SEO and content strategy...
  11. 11. Common Pitfall Messy Site Architecture Route Users, Crawlers and Equity x
  12. 12. Pick A Favourite
  13. 13. 301 Redirects humans & agents G Rel=canonical Preferred above others
  14. 14. funnels equity Retains any required functionality/security
  15. 15. • Natural journey in file structure • Succinct real words in URLs/files • Home > Category > Sub-category > Product
  16. 16. Filters for options, sizes, styles… not sub-pages
  17. 17. HOME FRAGRANCES P1 P2 P3 P1 P2 P3 P3P2P1 SOFT FURNISHINGS CANDLES www.examplesite.com/candles/ginger-fig
  18. 18. Common Pitfall Crawl Budget - Waste Clean, Efficient, Error Free x
  19. 19. Query URLs Currency Sort order
  20. 20. Pagination Category landing Search results
  21. 21. Search results Most cases (not all)
  22. 22. Parameter Handling Let Googlebot decide? Advanced feature – be very sure…
  23. 23. Keep It Clean G Fix All 404 GRe-Point 301 to link cleanly G Check all return 200 Screaming Frog SEO Spider (Crawling Tool)
  24. 24. Common Pitfall No strategy for maintenance or out of stock Header status codes x
  25. 25. 503 Maintenance
  26. 26. Out of Stock • Stick a sign on it • Pre-order/reserve • DON’T 404!
  27. 27. Discontinued • 301 to Direct Equivalent • 301 to Optimised Custom Landing page • Consider 410 to reduce index wastage
  28. 28. Common Pitfall International Strategy – Not One Size Fits All Business Resource Comes First x
  29. 29. Best Practise G Sub-domain G Domain G Top Level Domain www.example.com
  30. 30. ccTLD • Natural language translations and resource • Content, mark-up, meta, URLs
  31. 31. Sub-domain • Natural language translations and resource • Content, mark-up, meta, URLs • Leave folder for language
  32. 32. Hreflang=“X” Link element - header HTTP header Sitemaps
  33. 33. confers equity Right page, in right index increases conversion
  34. 34. Common Pitfall Making do for mobile Optimise mobile experience x
  35. 35. 17.4% global web traffic is mobile... Data source: Statcounter
  36. 36. Responsive Optimised App “Mobile” site Whatever resource constraint there are choices...
  37. 37. Common Pitfall Thin/duplicate content Clever use of tags + content x
  38. 38. 82% Average visibility drop from the TOP 100 losers when Panda rolled out to the UK Data: SearchMetrics
  39. 39. • Never duplicate your entire database in a feed • Never duplicate your entire database in a feed • Never Give that feed to affiliates
  40. 40. hold back Keep optimised attributes, detailed descriptions, consider UGC...
  41. 41. Thank you for listening DOWNLOAD SLIDES www.slideshare.net/NicholaStott
  42. 42. NEED HELP WITH YOUR SEO? Tel: +44(0)1256 384 890 E-mail: nichola.stott@themediaflow.com Twitter: @NicholaStott Web: www.themediaflow.com
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