0
#MozCon
by @audette
The State of Ecommerce SEO
2
First a little history
3
The first SEO
4
The first SEOSEO: optimizing for search
engines and cashin’ checks
5
The first SEO
SEO holdover mindset
RANK #1!
BUILD LINKS!
Totally
KEYWORDS ALL DAY!
Fully
OBSESS ON ALGOS!
9
SEO is full of crapCRAP
10
It worked. It was
profitable.
BRANDS FOUND SEO
12
The Internet hates SEO
13
The Internet hates CRAP SEO
Which site should I torch
next…
I will kill your business
model
17
SUSTAINABILITY
THEN:
CHASE ALGOS
NOW:
CHASE PEOPLE
THEN:
KEYWORDS W/ MOST
TRAFFIC
NOW:
KEYWORDS w/ MOST
RELEVANCE
THEN:
OBSESS ON LINKS
NOW:
CREATING EXPERIENCES
WORTH SHARING
NOW:
OBSESS ON CREATING
EXPERIENCES WORTH
SHARING
THEN:
MORE LINKS
MORE PAGES
MORE EVERYTHING
NOW:
LESS IS MORE
THEN:
FOCUS ON RANKINGS
NOW:
FOCUS ON BOTTOM LINE
METRICS
(for example)
NON-BRAND REVENUE
CONVERSION RATE
NEW CUSTOMERS
(and)
STAND BEHIND YOUR
WORK
This change will create
$164,160 in new
monthly revenue.
31
Is pleased 32
RECS NOT IMPLEMENTED
ARE WORTHLESS
PART 2
CONTENT STRATEGY
PART 2
CONTENT STRATEGY
KEYWORDS GET YOU
HALFWAY
TIP #1
KNOW CONTENT STRATEGY
PART 2
SEO CONTENT STRATEGY
SEARCH
RANK &
DISPLAY
PAGE
CONTENT
(AUDIENCE
NEED)
CONVERSION
42
PART 3
STAY TECHNICAL
TECHNICAL SEO IS MORE
IMPORTANT, NOT LESS
Impact vs. reliability
Technical SEO is Dependable
45
Off-page
Content
On-page
High Impact, Lower
Dependability
High Dependability, Lower
Impact
PART 3
MOBILE 25% OF ORGANIC
MOBILE TRENDS
1. Tablets used more than
smartphones to visit
ecommerce sites.
MOBILE TRENDS
MOBILE TRENDS
2. Tablet users look at
more pages.
TIP #3
MOBILE TRENDS
MOBILE TRENDS
MOBILE TRENDS
Adobe:
http://plotin.us/12QMH7d
Responsive:
http://plotin.us/18GrTn2
MOBILE TRENDS
The Vary header fix
MOBILE TRENDS
MOBILE TRENDS
This breaks Akamai
caching
MOBILE TRENDS
1. Configure Akamai to
ignore Vary: User-Agent
MOBILE TRENDS
2. Configure Akamai to
cache with “is mobile” flag
Vary: User-Agent Solution
Explanation:
http://plotin.us/18GtXLE
Fix:
http://plotin.us/16YgXx9
TECHNICAL SEO IS MORE
IMPORTANT, NOT LESS
62
Good pages crawled
Good pages not crawled
Dupes/overhead/junk
Every site has finite crawl
resources
TIP #2
GET TECHNICAL
PART 4
CRAWLING TIPS FOR ECOMM
Fix server errors (when
large)
PART 4
CRAWLING TIPS FOR ECOMM
Speed truly rules
Read these
66
Web performance optimization
http://plotin.us/183sKv2
SEO site speed
http://plotin.us/12gKxOy
PART 4
CRAWLING TIPS FOR ECOMM
Parameter handling is
good
PART 4
CRAWLING TIPS FOR ECOMM
Monitor indexation with
XML feeds
69
70
PART 4
CRAWLING TIPS FOR ECOMM
Use 304 not modified
PART 4
CRAWLING TIPS FOR ECOMM
Use log files
TIP #2
GET TECHNICAL
TIP #2
GET TECHNICAL
PART 5
LIGHTNING ROUND!
Top technical gotchas
PART 5
LIGHTNING ROUND!
1: Inconsistent Signals
http://www.llbean.com/llb/shop/51909
?page=double-l-chinos-natural-fit-
hidden-comfort-plain-front
Canonical tags not part...
http://www.llbean.com/llb/shop/32865
?page=double-l-jeans-natural-
fit&catalogId=18
Self-referencing canonical tag points
...
79
Canonical crawl path
Home Category Sub-cat Product
Navigation & internal links, external backlinks, canonical
tags, XML...
PART 5
LIGHTNING ROUND!
2: Pagination (always)
Self-referencing canonical
tags
pp. 2-N
Annotations:
• Pages 2-N annotated with rel prev,
next
• pages 2-N self-referencin...
No self-referencing canonical
with rel prev/next
pp. 2-N
~/pg3?src=nav1&se
ssID=9
Actual canonical: ~/pg3
PART 5
LIGHTNING ROUND!
4: Product Variations
84
85
86
87
PART 5
LIGHTNING ROUND!
5: Faceted Navigation
http://www.jpcycles.com/motorcycle-
parts/brembo/brake-calipers-and-kits
http://www.jpcycles.com/motorcycle-
parts/brembo/brake-calipers-and-
kits?N=36371+28004518
PART 5
LIGHTNING ROUND!
6: Product Inventory
@rimmkaufman #techseo92
@rimmkaufman #techseo93
94
Handling Expiring Products
 Generate a “product not
here” message
 Recommend related products
95
Handling Expiring Products
 301 to a related product or up
a level
 OR just 404 the page (it’s OK)
PART 6
KEY CHALLENGES
PART 6
Hidden SEO Data: iOS6
PART 6
Hidden SEO Data: iOS6
PART 6
Hidden SEO Data: iOS6
PART 6
Hidden SEO Data: (not provided)
TIP #4
PLAs Taking Clickshare
PART 6
PLAs Taking Clickshare
PART 6
PLAs: 33% of Non-branded PPC
PART 6
Image Search for Ecommerce
PART 6
Image Search for Ecommerce
PART 6
Image Search for Ecommerce
PART 6
Challenges
1. ~13% of all Google organic
traffic is hidden.
2. (Not provided) is ~35%
3. PLAs are taking organic CT...
PART 6
Challenges
1. Know realities, set expectations
2. Craft titles for max CTR
3. Use schema & authorship
4. Estimate l...
PART 6
Challenges
Estimating hidden iOS6 traffic
http://plotin.us/12ViOjo
PART 7
Social for Ecommerce
PART 7
Social for Ecommerce
PART 7
Social for Ecommerce
TIP #5
Social for Ecommerce
Google+ Followers
• June: 200
• July: 120,000
• Sep.: 280,000
• Nov.: 300,000
Being here is good
PART 7
Social for Ecommerce
PART 7
Social for Ecommerce
Authorship: great for product
reviews and guesting
PART 7
Social for Ecommerce
Google’s weighting of results can
negate benefits
PART 7
Social for Ecommerce
Content ownership can be
complicated
3 Takeaways
3 Takeaways
Understand your target audience
3 Takeaways
Stay in front of technical problems
3 Takeaways
Understand data trends
Thank you!
SEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam Audette
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SEO for Ecommerce - Adam Audette

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My Mozcon 2013 presentation on ecommerce SEO.

Published in: Technology, Marketing

Transcript of "SEO for Ecommerce - Adam Audette"

  1. 1. #MozCon by @audette The State of Ecommerce SEO
  2. 2. 2 First a little history
  3. 3. 3 The first SEO
  4. 4. 4 The first SEOSEO: optimizing for search engines and cashin’ checks
  5. 5. 5 The first SEO
  6. 6. SEO holdover mindset RANK #1! BUILD LINKS!
  7. 7. Totally KEYWORDS ALL DAY!
  8. 8. Fully OBSESS ON ALGOS!
  9. 9. 9 SEO is full of crapCRAP
  10. 10. 10 It worked. It was profitable.
  11. 11. BRANDS FOUND SEO
  12. 12. 12 The Internet hates SEO
  13. 13. 13 The Internet hates CRAP SEO
  14. 14. Which site should I torch next…
  15. 15. I will kill your business model
  16. 16. 17 SUSTAINABILITY
  17. 17. THEN: CHASE ALGOS
  18. 18. NOW: CHASE PEOPLE
  19. 19. THEN: KEYWORDS W/ MOST TRAFFIC
  20. 20. NOW: KEYWORDS w/ MOST RELEVANCE
  21. 21. THEN: OBSESS ON LINKS
  22. 22. NOW: CREATING EXPERIENCES WORTH SHARING
  23. 23. NOW: OBSESS ON CREATING EXPERIENCES WORTH SHARING
  24. 24. THEN: MORE LINKS MORE PAGES MORE EVERYTHING
  25. 25. NOW: LESS IS MORE
  26. 26. THEN: FOCUS ON RANKINGS
  27. 27. NOW: FOCUS ON BOTTOM LINE METRICS
  28. 28. (for example) NON-BRAND REVENUE CONVERSION RATE NEW CUSTOMERS
  29. 29. (and) STAND BEHIND YOUR WORK
  30. 30. This change will create $164,160 in new monthly revenue. 31
  31. 31. Is pleased 32
  32. 32. RECS NOT IMPLEMENTED ARE WORTHLESS
  33. 33. PART 2 CONTENT STRATEGY
  34. 34. PART 2 CONTENT STRATEGY KEYWORDS GET YOU HALFWAY
  35. 35. TIP #1 KNOW CONTENT STRATEGY
  36. 36. PART 2 SEO CONTENT STRATEGY SEARCH RANK & DISPLAY PAGE CONTENT (AUDIENCE NEED) CONVERSION
  37. 37. 42
  38. 38. PART 3 STAY TECHNICAL TECHNICAL SEO IS MORE IMPORTANT, NOT LESS
  39. 39. Impact vs. reliability
  40. 40. Technical SEO is Dependable 45 Off-page Content On-page High Impact, Lower Dependability High Dependability, Lower Impact
  41. 41. PART 3 MOBILE 25% OF ORGANIC
  42. 42. MOBILE TRENDS 1. Tablets used more than smartphones to visit ecommerce sites.
  43. 43. MOBILE TRENDS
  44. 44. MOBILE TRENDS 2. Tablet users look at more pages.
  45. 45. TIP #3 MOBILE TRENDS
  46. 46. MOBILE TRENDS
  47. 47. MOBILE TRENDS Adobe: http://plotin.us/12QMH7d Responsive: http://plotin.us/18GrTn2
  48. 48. MOBILE TRENDS The Vary header fix
  49. 49. MOBILE TRENDS
  50. 50. MOBILE TRENDS This breaks Akamai caching
  51. 51. MOBILE TRENDS 1. Configure Akamai to ignore Vary: User-Agent
  52. 52. MOBILE TRENDS 2. Configure Akamai to cache with “is mobile” flag
  53. 53. Vary: User-Agent Solution Explanation: http://plotin.us/18GtXLE Fix: http://plotin.us/16YgXx9
  54. 54. TECHNICAL SEO IS MORE IMPORTANT, NOT LESS
  55. 55. 62 Good pages crawled Good pages not crawled Dupes/overhead/junk Every site has finite crawl resources
  56. 56. TIP #2 GET TECHNICAL
  57. 57. PART 4 CRAWLING TIPS FOR ECOMM Fix server errors (when large)
  58. 58. PART 4 CRAWLING TIPS FOR ECOMM Speed truly rules
  59. 59. Read these 66 Web performance optimization http://plotin.us/183sKv2 SEO site speed http://plotin.us/12gKxOy
  60. 60. PART 4 CRAWLING TIPS FOR ECOMM Parameter handling is good
  61. 61. PART 4 CRAWLING TIPS FOR ECOMM Monitor indexation with XML feeds
  62. 62. 69
  63. 63. 70
  64. 64. PART 4 CRAWLING TIPS FOR ECOMM Use 304 not modified
  65. 65. PART 4 CRAWLING TIPS FOR ECOMM Use log files
  66. 66. TIP #2 GET TECHNICAL
  67. 67. TIP #2 GET TECHNICAL
  68. 68. PART 5 LIGHTNING ROUND! Top technical gotchas
  69. 69. PART 5 LIGHTNING ROUND! 1: Inconsistent Signals
  70. 70. http://www.llbean.com/llb/shop/51909 ?page=double-l-chinos-natural-fit- hidden-comfort-plain-front Canonical tags not part of the internal link profile
  71. 71. http://www.llbean.com/llb/shop/32865 ?page=double-l-jeans-natural- fit&catalogId=18 Self-referencing canonical tag points to non-canonical
  72. 72. 79 Canonical crawl path Home Category Sub-cat Product Navigation & internal links, external backlinks, canonical tags, XML files all point to the same definitive URLs.
  73. 73. PART 5 LIGHTNING ROUND! 2: Pagination (always)
  74. 74. Self-referencing canonical tags pp. 2-N Annotations: • Pages 2-N annotated with rel prev, next • pages 2-N self-referencing rel canonical
  75. 75. No self-referencing canonical with rel prev/next pp. 2-N ~/pg3?src=nav1&se ssID=9 Actual canonical: ~/pg3
  76. 76. PART 5 LIGHTNING ROUND! 4: Product Variations
  77. 77. 84
  78. 78. 85
  79. 79. 86
  80. 80. 87
  81. 81. PART 5 LIGHTNING ROUND! 5: Faceted Navigation
  82. 82. http://www.jpcycles.com/motorcycle- parts/brembo/brake-calipers-and-kits
  83. 83. http://www.jpcycles.com/motorcycle- parts/brembo/brake-calipers-and- kits?N=36371+28004518
  84. 84. PART 5 LIGHTNING ROUND! 6: Product Inventory
  85. 85. @rimmkaufman #techseo92
  86. 86. @rimmkaufman #techseo93
  87. 87. 94 Handling Expiring Products  Generate a “product not here” message  Recommend related products
  88. 88. 95 Handling Expiring Products  301 to a related product or up a level  OR just 404 the page (it’s OK)
  89. 89. PART 6 KEY CHALLENGES
  90. 90. PART 6 Hidden SEO Data: iOS6
  91. 91. PART 6 Hidden SEO Data: iOS6
  92. 92. PART 6 Hidden SEO Data: iOS6
  93. 93. PART 6 Hidden SEO Data: (not provided)
  94. 94. TIP #4 PLAs Taking Clickshare
  95. 95. PART 6 PLAs Taking Clickshare
  96. 96. PART 6 PLAs: 33% of Non-branded PPC
  97. 97. PART 6 Image Search for Ecommerce
  98. 98. PART 6 Image Search for Ecommerce
  99. 99. PART 6 Image Search for Ecommerce
  100. 100. PART 6 Challenges 1. ~13% of all Google organic traffic is hidden. 2. (Not provided) is ~35% 3. PLAs are taking organic CTR 4. Image search traffic loss
  101. 101. PART 6 Challenges 1. Know realities, set expectations 2. Craft titles for max CTR 3. Use schema & authorship 4. Estimate lost data
  102. 102. PART 6 Challenges Estimating hidden iOS6 traffic http://plotin.us/12ViOjo
  103. 103. PART 7 Social for Ecommerce
  104. 104. PART 7 Social for Ecommerce
  105. 105. PART 7 Social for Ecommerce
  106. 106. TIP #5 Social for Ecommerce
  107. 107. Google+ Followers • June: 200 • July: 120,000 • Sep.: 280,000 • Nov.: 300,000
  108. 108. Being here is good
  109. 109. PART 7 Social for Ecommerce
  110. 110. PART 7 Social for Ecommerce Authorship: great for product reviews and guesting
  111. 111. PART 7 Social for Ecommerce Google’s weighting of results can negate benefits
  112. 112. PART 7 Social for Ecommerce Content ownership can be complicated
  113. 113. 3 Takeaways
  114. 114. 3 Takeaways Understand your target audience
  115. 115. 3 Takeaways Stay in front of technical problems
  116. 116. 3 Takeaways Understand data trends
  117. 117. Thank you!
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