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

  • Adam Audette July 29, 2011 MozCon Seattle How To Rank Item-level URLs
  •  
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  • SEO is simple.
  • Different CMS platforms, software Different stakeholders Different business decisions Too many possibilities, where to start? Different situations SEO is simple.
  •  
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  • 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.
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  • Best practices only get you so far.
  • You need competitive advantages.
  • Risk
  • Innovation
  • SEO is easy to say, and hard to do.
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  • How To Rank Item-Level URLs
  • The Home Page
  • “ Reasonable Surfer” Patent
  • Nav links ≠ contextual links ≠ footer links
  • Limit global navs
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  • Create canonical crawl paths
  • Clean, canonical links
  • Exact match anchors: very important internally
  • HTML 5 structure elements
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  • 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.
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  • Age & velocity of external links.
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  • Minimize cross-category links (in content)
  • Mostly: preserve category URLs
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  • Everything stores in the URL
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  • Items
  • Products link to their category parent and to other closely related products
  • Related links are massively powerful.
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  • 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
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  • 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)
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  • 3. Band-aid the faceted navigation
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  • 4. Enter: Product Showdown
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  • (also: twitter.zappos.com for cats)
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  • Successfully bridged categories to product-level URLs
  • 5. Battling for URL preservation
  • (but products constantly change)
  • Testing how to expire products
  • Testing Dead Products
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  • Video is a big focus
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  • 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
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  • Methods for Employing Usage Stats http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based-upon-usage-information/
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  • 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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