Adam Audette  July 29, 2011 MozCon Seattle How To Rank Item-level URLs
 
 
SEO is simple.
Different CMS platforms, software Different stakeholders Different business decisions Too many possibilities, where to sta...
 
 
SEO becomes complex.
SEO is a long, hard road
Meanwhile, we’re doing stuff
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
Innovation
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: very important internally
HTML 5 structure elements
 
Categories
Categories are the secret.
Products link to their category parent  and to other closely related categories
Products don’t link to unrelated categories Categories link via navigations
Rank categories for your head terms.
Focus external links on categories.
 
 
Age & velocity of external links.
 
Minimize cross-category links (in content)
Mostly: preserve category URLs
 
 
 
Everything stores in the URL
 
 
Items
Products link to their category parent  and to other closely related products
Related links are massively powerful.
 
 
 
Hardly anyone’s doing it for SEO!
It’s quite hard to do.
Less is more: 5-10 related products.
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 to categories
(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 to product-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
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-informat...
 
How To Maximize Product Visibility in Organic Search (SEW) http://plotin.us/oMbt8b
Thank you! Adam Audette  twitter.com/audette  www.audettemedia.com
 
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How to Rank Products Pages for SEO - MozCon Seattle 2011

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How to Rank Products Pages for SEO - MozCon Seattle 2011

  1. 1. Adam Audette July 29, 2011 MozCon Seattle How To Rank Item-level URLs
  2. 4. SEO is simple.
  3. 5. Different CMS platforms, software Different stakeholders Different business decisions Too many possibilities, where to start? Different situations SEO is simple.
  4. 8. SEO becomes complex.
  5. 9. SEO is a long, hard road
  6. 10. Meanwhile, we’re doing stuff
  7. 11. Compromise is at every step.
  8. 12. So many stakeholders.
  9. 13. Execution is everything.
  10. 14. Here’s another thing:
  11. 15. SEO is situational.
  12. 17. Best practices only get you so far.
  13. 18. You need competitive advantages.
  14. 19. Risk
  15. 20. Innovation
  16. 21. SEO is easy to say, and hard to do.
  17. 23. How To Rank Item-Level URLs
  18. 24. The Home Page
  19. 25. “ Reasonable Surfer” Patent
  20. 26. Nav links ≠ contextual links ≠ footer links
  21. 27. Limit global navs
  22. 31. Create canonical crawl paths
  23. 32. Clean, canonical links
  24. 33. Exact match anchors: very important internally
  25. 34. HTML 5 structure elements
  26. 36. Categories
  27. 37. Categories are the secret.
  28. 38. Products link to their category parent and to other closely related categories
  29. 39. Products don’t link to unrelated categories Categories link via navigations
  30. 40. Rank categories for your head terms.
  31. 41. Focus external links on categories.
  32. 44. Age & velocity of external links.
  33. 46. Minimize cross-category links (in content)
  34. 47. Mostly: preserve category URLs
  35. 51. Everything stores in the URL
  36. 54. Items
  37. 55. Products link to their category parent and to other closely related products
  38. 56. Related links are massively powerful.
  39. 60. Hardly anyone’s doing it for SEO!
  40. 61. It’s quite hard to do.
  41. 62. Less is more: 5-10 related products.
  42. 63. Quality > quantity
  43. 64. Shortest URL possible
  44. 65. Not a fan of hierarchy in URLs
  45. 66. Shallow click path
  46. 68. How we’re doing it at Zappos
  47. 69. 1. Focus on categories
  48. 70. (with business interest)
  49. 71. 2. Link contextually internally to categories
  50. 72. (lean on categories to pass equity)
  51. 75. 3. Band-aid the faceted navigation
  52. 77. 4. Enter: Product Showdown
  53. 79. (also: twitter.zappos.com for cats)
  54. 81. Successfully bridged categories to product-level URLs
  55. 82. 5. Battling for URL preservation
  56. 83. (but products constantly change)
  57. 84. Testing how to expire products
  58. 85. Testing Dead Products
  59. 87. Video is a big focus
  60. 89. SEO Results from Video
  61. 90. SearchMetrics study on video
  62. 91. How likely is content to rank?
  63. 92. http://searchengineland.com/what-wins-in-google-universal-search-blogs-images-google-87361
  64. 93. SERP Presentation & CTR
  65. 94. SERP presentation and SEO
  66. 95. Better ranking ≠ more traffic
  67. 98. Methods for Employing Usage Stats http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based-upon-usage-information/
  68. 100. How To Maximize Product Visibility in Organic Search (SEW) http://plotin.us/oMbt8b
  69. 101. Thank you! Adam Audette twitter.com/audette www.audettemedia.com
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