SEO for Ecommerce - Adam Audette

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My Mozcon 2013 presentation on ecommerce SEO.

My Mozcon 2013 presentation on ecommerce SEO.

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