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Zappos seo   seo moz - adam audette

Zappos seo seo moz - adam audette






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    Zappos seo   seo moz - adam audette Zappos seo seo moz - adam audette Presentation Transcript

    • How To Rank Item-level URLs Adam Audette July 29, 2011 MozCon Seattle
    • SEO is simple.
    • SEO is simple.Different CMS platforms, softwareDifferent CMS platforms, software Different stakeholders Different stakeholders Different business decisions Different business decisionsToo many possibilities, where to start?Too many possibilities, where to start? Different situations Different situations
    • SEO becomes complex.
    • SEO is a long, hard road9
    • Meanwhile, we’re doing stuff10
    • Compromise is at every step.
    • So many stakeholders.
    • Execution is everything.
    • Here’s another thing:
    • SEO is situational.
    • Best practices only get you so far.
    • You need competitive advantages.
    • Risk 19
    • Innovation 20
    • SEO is easy to say, and hard to do.
    • How To Rank Item-Level URLs
    • The Home Page
    • “Reasonable Surfer” Patent
    • Nav links ≠ contextual links ≠footer links
    • Limit global navs
    • Create canonical crawl paths
    • Clean, canonical links
    • Exact match anchors: veryimportant internally
    • HTML 5 structure elements
    • Categories
    • Categories are the secret.
    • Products link to their category parentand to other closely related categories
    • Products don’t link to unrelated categories Categories link via navigations
    • Rank categories for your headterms.
    • Focus external links on categories.
    • Age & velocity of external links.
    • Minimize cross-category links (incontent)
    • Mostly: preserve category URLs
    • Everything stores in the URL
    • Items
    • Products link to their category parentand to other closely related products
    • Related links are massivelypowerful.
    • Hardly anyone’s doing it for SEO!
    • It’s quite hard to do.
    • Less is more: 5-10 relatedproducts.
    • Quality > quantity
    • Shortest URL possible
    • Not a fan of hierarchy in URLs
    • Shallow click path
    • How we’re doing it at Zappos
    • 1. Focus on categories
    • (with business interest)
    • 2. Link contextually internally tocategories
    • (lean on categories to pass equity)
    • 3. Band-aid the faceted navigation
    • 4. Enter: Product Showdown
    • (also: twitter.zappos.com for cats)
    • Successfully bridged categories toproduct-level URLs
    • 5. Battling for URL preservation
    • (but products constantly change)
    • Testing how to expire products
    • Testing Dead Products
    • Video is a big focus
    • SEO Results from Video
    • SEO Results from Video
    • SearchMetrics study on video
    • How likely is content to rank?
    • http://searchengineland.com/what-wins-in-google- universal-search-blogs-images-google-87361
    • SERP Presentation & CTR
    • SERP presentation and SEO
    • Better ranking ≠ more traffic
    • Methods for Employing Usage Stats http://www.seobythesea.com/2011/07/how- google-might-rank-pages-based-upon-usage- information/
    • How To Maximize Product Visibility in Organic Search (SEW) http://plotin.us/oMbt8b
    • Thank you! Adam Audette twitter.com/audettewww.audettemedia.com