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.

My Mozcon 2013 presentation on ecommerce SEO.

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SEO for Ecommerce - Adam Audette SEO for Ecommerce - Adam Audette Presentation Transcript

  • #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 of the internal link profile
  • http://www.llbean.com/llb/shop/32865 ?page=double-l-jeans-natural- fit&catalogId=18 Self-referencing canonical tag points to non-canonical
  • 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.
  • 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-referencing rel canonical
  • 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 CTR 4. Image search traffic loss
  • PART 6 Challenges 1. Know realities, set expectations 2. Craft titles for max CTR 3. Use schema & authorship 4. Estimate lost data
  • 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!