Zappos seo seo moz - adam audettePresentation 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.
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 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
Products link to their category parentand to other closely related products