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Paginated
Categorical
Merchandising &
SEO
SMX East, 9/19/2011

Copyright 2011 PM Digital®. All rights reserved.
This infor...
Agenda
•
•
•
•

•
•

About PM Digital
Why Merchandise in Multiple Categories?
Technical Challenges
Solutions
– Overall Bes...
About PM Digital
•

•

•

•

•

Digital Agency servicing clients in
retail, financial services, non-profit,
CPG and more
P...
Why
Merchandise in
Multiple
Categories?

Copyright 2011 PM Digital®. All rights reserved.
This information is deemed PROPR...
Why Merchandise in Multiple Categories?
•

•

•

Merchandising products in multiple
categories enables a retailer to provi...
Proof is in the Data
Consumer Decision Process

General Interest

Eye Care
4,400
(SV*)

Investigation Phase

Eye Cream
3,6...
Technical
Challenges

Copyright 2011 PM Digital®. All rights reserved.
This information is deemed PROPRIETARY
and confiden...
Technical Challenges
1. While multiple category options do create
good solutions from a merchandising
standpoint, there ar...
Technical Challenges In-Action

Manufacturer/retailer selling their
products on their own site and
several other online re...
Solutions

Copyright 2011 PM Digital®. All rights reserved.
This information is deemed PROPRIETARY
and confidential by 201...
Build It Right The First Time
1. The ideal scenario is to store all products in a single database that assigns one
unique ...
Single Database In-Action

Cosmetic / skincare retailer /
manufacturer selling their
products on their own site and
severa...
Single Database In-Action

Women’s clothing retailer / manufacturer
selling their products on their own site
and several o...
Working With Existing Infrastructure
Category names append to URL when accessed from different categories
1. Rel=“canonica...
Canonical Directives In-Action

Shoe retailer / manufacturer selling their
products on their own site and several
other on...
Working With Existing Infrastructure
AJAX Pagination
1. Assign the canonical directive to an assigned primary product cate...
AJAX Pagination In-Action

Clothing retailer / manufacturer selling
their products on their own site and
several other onl...
Key Takeaways

Copyright 2011 PM Digital®. All rights reserved.
This information is deemed PROPRIETARY
and confidential by...
Key Takeaways
•

•

•

•

•
•

While there are indeed challenges from merchandising in multiple
categories, the benefits a...
Appendix

Copyright 2011 PM Digital®. All rights reserved.
This information is deemed PROPRIETARY
and confidential by 2011...
Product Canonical Auto-Deployment (How To)
1. Examine your product pages URL and extract the base URL from it, the part
fr...
Product Canonical Auto-Deployment (.NET sample)
The method discussed here assumes site uses a .NETbased shopping cart, the...
Product Canonical Auto-Deployment (.NET sample)
The code sample below would be used on the product page (or product specif...
Thank You
Richard Chavez
Sr. Director, SEO
PM Digital
rchavez@PMDigital.com
http://www.PMDigital.com
Blog: http://blog.PMD...
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Paginated Categorical Merchandising & SEO - Avoiding Duplicate Content

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Learn how to increase your customer reach through SEO by creating multiple categories for products while avoiding product URL duplicate content.

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Transcript of "Paginated Categorical Merchandising & SEO - Avoiding Duplicate Content"

  1. 1. Paginated Categorical Merchandising & SEO SMX East, 9/19/2011 Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited.
  2. 2. Agenda • • • • • • About PM Digital Why Merchandise in Multiple Categories? Technical Challenges Solutions – Overall Best Practices • Build It Right The First Time • Working With Existing Infrastructure Key Takeaways Appendix Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. 2
  3. 3. About PM Digital • • • • • Digital Agency servicing clients in retail, financial services, non-profit, CPG and more Primary service offerings: SEO, SEM, Email Marketing, Social Media and Creative Clients include The North Face, The Sportsman’s Guide, dELiA’s, Paul Fredrick and many more 20 clients in the Internet Retailer Top 500 Based in New York with offices in Minneapolis, Columbia, SC and Scottsdale, AZ Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. 3
  4. 4. Why Merchandise in Multiple Categories? Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited.
  5. 5. Why Merchandise in Multiple Categories? • • • Merchandising products in multiple categories enables a retailer to provide solutions for a variety of consumer needs (e.g. search queries) based on the products they carry This enables a retailer to create valuable entry points to capture new customers from a variety of searches in multiple stages of the consumer decision process. It is also necessary to merchandise products in a manner that is compelling and doesn’t overwhelm consumers and maintains optimal page-load speed, hence the need for category pagination. Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. 5
  6. 6. Proof is in the Data Consumer Decision Process General Interest Eye Care 4,400 (SV*) Investigation Phase Eye Cream 3,600 (SV*) Anti-Aging Cream 2,900 (SV*) Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. • Capture more visits at all stages Narrowing Phase Dark Circles 3,600 (SV*) Conversion Phase Goal: Gain visibility for each level of the Consumer Decision Process • Create greater brand awareness sea results deep sleep recovery serum, 0 (SV*) * Source: Google Adwords data average monthly search demand, exact-match, local • Increase overall competitive share of voice 6
  7. 7. Technical Challenges Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited.
  8. 8. Technical Challenges 1. While multiple category options do create good solutions from a merchandising standpoint, there are many instances where the product URL path changes from each category creating duplicate content for the product URLs – Example: • /new-arrivals/product-name • /seasonal/product-name • /sale/product-name • /products/product-name 2. To compound this even further, pagination for each merchandising option can multiply duplicate content by each category resulting in loss of visibility and in some instances page removal (e.g. Panda) Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. Dresses Dresses on Sale 8
  9. 9. Technical Challenges In-Action Manufacturer/retailer selling their products on their own site and several other online retailers Challenge: URLs for the same product change when accessed from different categories Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. Keywords reviewed: 10 product keywords, merchandised in multiple categories: Loose Leaf Tea (primary), Sale, Gifts, Top sellers, High caffeine 9
  10. 10. Solutions Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited.
  11. 11. Build It Right The First Time 1. The ideal scenario is to store all products in a single database that assigns one unique URL to each product no matter where the product is called 2. The navigation paths from categories (primary category, needs-based, new arrivals, sale, etc.) should not append to URLs 3. Pagination at the category-level: point all category canonical directives to the start page (pg. 1) for pages 2-n 4. Include product URLs in XML sitemap feed 5. Internal Link Optimization: include breadcrumb links eCommerce Platforms: Eye Care (Category) MarketLive, GSI (latest SEO Best Uses: http://www.h2oplus.com/cat extension), Websphere (with egory/skin+care/eye+care.do Sight builds / rebuilds slight modifications) Anti-Aging (Sub Category) http://www.h2oplus.com/cat egory/skin+care/anti-aging.do Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. Dark Circles (Sub Category) http://www.h2oplus.com/cat egory/skin+care/dark+circles. do Sea Results Eye Defense Fortifying Serum (Product) http://www.h2oplus.com/pro duct/sea+results+eye+defens e+fortifying+serum.do Sensitive Skin (Sub Category) http://www.h2oplus.com/cat egory/skin+care/sensitive+ski n.do 11
  12. 12. Single Database In-Action Cosmetic / skincare retailer / manufacturer selling their products on their own site and several other online retailers Challenge: Products are merchandised in multiple categories, with one unique URL for each product Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. Keywords reviewed: 12 product keywords, merchandised in multiple categories: Eye care, Anti-aging, Dark circles, Sensitive skin 12
  13. 13. Single Database In-Action Women’s clothing retailer / manufacturer selling their products on their own site and several other online retailers Challenge: Products are merchandised in multiple categories, with one unique URL for each product Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. Keywords reviewed: 10 product keywords, merchandised in multiple categories: Dresses, New Arrival Dresses, Dresses on Sale, Casual Dresses 13
  14. 14. Working With Existing Infrastructure Category names append to URL when accessed from different categories 1. Rel=“canonical”: Assign the canonical directive to an assigned primary product category (canonical) for all product URLs (products, primary category) 2. XML Sitemap Feeds: only add product URLs assigned to primary / canonical folder 3. Pagination at the category-level: point all category canonical directives to the start page of the category (pg. 1) for pages 2-n 4. Internal Link Optimization: include breadcrumb links Anti-Aging (Sub Category) http://www.h2oplus.com/cat egory/skin+care/anti-aging.do Dark Circles (Sub Category) http://www.h2oplus.com/cat egory/skin+care/dark+circles. do Eye Care (Category) http://www.h2oplus.com/cat egory/skin+care/eye+care.do Sensitive Skin (Sub Category) http://www.h2oplus.com/cat egory/skin+care/sensitive+ski n.do Anti-Aging (Appended Product URL) http://www.h2oplus.com/cat egory/skin+care/antiaging/sea+results+eye+defens e+fortifying+serum.do Dark Circles (Appended Product URL) http://www.h2oplus.com/cat egory/skin+care/dark+circles/ sea+results+eye+defense+fort ifying+serum.do Eye Care (Appended Product URL) http://www.h2oplus.com/cat egory/skin+care/eye+care/se a+results+eye+defense+fortif ying+serum.do Sensitive Skin (Appended Product URL) http://www.h2oplus.com/cat egory/skin+care/sensitive+ski n/sea+results+eye+defense+f ortifying+serum.do Rel=“canonical” to Canonical Product URL Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. Sea Results Eye Defense Fortifying Serum (Canonical Product URL) http://www.h2oplus.com/produc t/sea+results+eye+defense+fortif ying+serum.do Rel=“canonical” to Canonical Product URL 14
  15. 15. Canonical Directives In-Action Shoe retailer / manufacturer selling their products on their own site and several other online retailers Challenge: Products are merchandised in multiple categories, canonicals direct to product URL in primary category Keywords reviewed: 10 product keywords, merchandised in multiple categories: Sale, Special selections, New styles, Primary category (pumps, sandals, boots) Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. 15
  16. 16. Working With Existing Infrastructure AJAX Pagination 1. Assign the canonical directive to an assigned primary product category (canonical) for all product URLs (products, primary category) 2. Add all product URLs to XML sitemap feed – Ensure product URLs are the canonical versions only 3. Modify AJAX with Google Web Tool Kit to enable crawling of category pages 2-n 4. Pagination at the category-level: point all category canonical directives to the start page of the category (pg. 1) for pages 2-n Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. 16
  17. 17. AJAX Pagination In-Action Clothing retailer / manufacturer selling their products on their own site and several other online retailers Challenge: Products are merchandised in categories with pagination accessible via AJAX Keywords reviewed: 10 product keywords, merchandised via AJAX pagination on pages 2-n in multiple categories Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. 17
  18. 18. Key Takeaways Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited.
  19. 19. Key Takeaways • • • • • • While there are indeed challenges from merchandising in multiple categories, the benefits are many. The ability to promote products by season, sales, new arrivals, and the like enable a retailer to create new entry points and better align their brand with the consumer decision process. The ideal scenario is to store all products in a single database that assigns one unique URL to each product no matter where the product is called typically yields the best results – Build it right the first time! With existing infrastructure it is recommended to direct canonical to product URLs assigned to a primary / canonical folders (products, primary category) Pagination at the category-level: point all category canonical directives to the start page (pg. 1) for pages 2-n – Alleviates compounding of duplicate content Only include product URLs assigned to the canonical version in XML sitemap feeds Test, Test, Test – Measure, Measure, Measure Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. 19
  20. 20. Appendix Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited.
  21. 21. Product Canonical Auto-Deployment (How To) 1. Examine your product pages URL and extract the base URL from it, the part from the ‘http’ to the last part that remains constant for all products (i.e. http://www.domain.com/storefront/”). 2. Determine how and where you get the URL-friendly category name and product name. This might be the database, the request URL or as a global or local variable. 3. Determine which page/class in your code is responsible for rendering the headers for all products pages. 4. Modify the code to fetch the category name and product name. 5. Recompile and test the automatic canonical META tags functionality. See appendix for code sample Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. 21
  22. 22. Product Canonical Auto-Deployment (.NET sample) The method discussed here assumes site uses a .NETbased shopping cart, the URL for any given product consists of a base URL, which is the domain name and any static folder structure, such as ‘/shop/’ or ‘/cart/’, a primary category name and a product name. The latter two are assumed to be properly URL encoded, (e.g. do not contain any spaces or special characters). A fully rendered canonical product URL would appear as: http://www.domain.com/category-name/product-name Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. 22
  23. 23. Product Canonical Auto-Deployment (.NET sample) The code sample below would be used on the product page (or product specific header or master page. A URL-friendly category name and product name are then being pulled from the database, concatenated with the base URL and then rendered as the href attribute of the canonical META tag. using System; using System.Web.UI; using System.Web.UI.HtmlControls; public partial class Products : Page { protected void Page_Load(object sender, EventArgs e) { string strCategoryString, strProductString, strCanonicalUrl, strBaseUrl; [insert code here to retrieve category and product name strings from DB] strBaseUrl = "http://www.domain.com/"; strCanonicalUrl = strBaseUrl + strCategoryString + "/" + strProductString HtmlLink canonicalTag = new HtmlLink(); canonicalTag.Href = strCanonicalUrl; canonicalTag.Attributes["rel"] = "canonical"; Page.Header.Controls.Add(canonicalTag); } } Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited. 23
  24. 24. Thank You Richard Chavez Sr. Director, SEO PM Digital rchavez@PMDigital.com http://www.PMDigital.com Blog: http://blog.PMDigital.com/ Twitter: @PMDigital, @richardachavez Copyright 2011 PM Digital®. All rights reserved. This information is deemed PROPRIETARY and confidential by 2011 PM Digital Corp. Unauthorized use or disclosure is prohibited.
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