How to Rank Products Pages for SEO - MozCon Seattle 2011
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How to Rank Products Pages for SEO - MozCon Seattle 2011

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  • 1. Adam Audette July 29, 2011 MozCon Seattle How To Rank Item-level URLs
  • 2.  
  • 3.  
  • 4. SEO is simple.
  • 5. Different CMS platforms, software Different stakeholders Different business decisions Too many possibilities, where to start? Different situations SEO is simple.
  • 6.  
  • 7.  
  • 8. SEO becomes complex.
  • 9. SEO is a long, hard road
  • 10. Meanwhile, we’re doing stuff
  • 11. Compromise is at every step.
  • 12. So many stakeholders.
  • 13. Execution is everything.
  • 14. Here’s another thing:
  • 15. SEO is situational.
  • 16.  
  • 17. Best practices only get you so far.
  • 18. You need competitive advantages.
  • 19. Risk
  • 20. Innovation
  • 21. SEO is easy to say, and hard to do.
  • 22.  
  • 23. How To Rank Item-Level URLs
  • 24. The Home Page
  • 25. “ Reasonable Surfer” Patent
  • 26. Nav links ≠ contextual links ≠ footer links
  • 27. Limit global navs
  • 28.  
  • 29.  
  • 30.  
  • 31. Create canonical crawl paths
  • 32. Clean, canonical links
  • 33. Exact match anchors: very important internally
  • 34. HTML 5 structure elements
  • 35.  
  • 36. Categories
  • 37. Categories are the secret.
  • 38. Products link to their category parent and to other closely related categories
  • 39. Products don’t link to unrelated categories Categories link via navigations
  • 40. Rank categories for your head terms.
  • 41. Focus external links on categories.
  • 42.  
  • 43.  
  • 44. Age & velocity of external links.
  • 45.  
  • 46. Minimize cross-category links (in content)
  • 47. Mostly: preserve category URLs
  • 48.  
  • 49.  
  • 50.  
  • 51. Everything stores in the URL
  • 52.  
  • 53.  
  • 54. Items
  • 55. Products link to their category parent and to other closely related products
  • 56. Related links are massively powerful.
  • 57.  
  • 58.  
  • 59.  
  • 60. Hardly anyone’s doing it for SEO!
  • 61. It’s quite hard to do.
  • 62. Less is more: 5-10 related products.
  • 63. Quality > quantity
  • 64. Shortest URL possible
  • 65. Not a fan of hierarchy in URLs
  • 66. Shallow click path
  • 67.  
  • 68. How we’re doing it at Zappos
  • 69. 1. Focus on categories
  • 70. (with business interest)
  • 71. 2. Link contextually internally to categories
  • 72. (lean on categories to pass equity)
  • 73.  
  • 74.  
  • 75. 3. Band-aid the faceted navigation
  • 76.  
  • 77. 4. Enter: Product Showdown
  • 78.  
  • 79. (also: twitter.zappos.com for cats)
  • 80.  
  • 81. Successfully bridged categories to product-level URLs
  • 82. 5. Battling for URL preservation
  • 83. (but products constantly change)
  • 84. Testing how to expire products
  • 85. Testing Dead Products
  • 86.  
  • 87. Video is a big focus
  • 88.  
  • 89. SEO Results from Video
  • 90. SearchMetrics study on video
  • 91. How likely is content to rank?
  • 92. http://searchengineland.com/what-wins-in-google-universal-search-blogs-images-google-87361
  • 93. SERP Presentation & CTR
  • 94. SERP presentation and SEO
  • 95. Better ranking ≠ more traffic
  • 96.  
  • 97.  
  • 98. Methods for Employing Usage Stats http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based-upon-usage-information/
  • 99.  
  • 100. How To Maximize Product Visibility in Organic Search (SEW) http://plotin.us/oMbt8b
  • 101. Thank you! Adam Audette twitter.com/audette www.audettemedia.com
  • 102.