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

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Transcript of "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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