Duplication, Aggregation, Syndication, Affiliates, Scraping and Information Architecture - iCrossing - SMX West 2012

Duplication, Aggregation,Syndication, Affiliates, Scraping AndInformation ArchitectureIt’s more fun than it sounds, I promise…

About iCrossing • We are a unit of Hearst Corporation • Full-service digital agency • 750 professionals world-wide • 40+ Fortune 500 clientsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2

MANAGING THOUSANDS OF PRODUCT PAGES IS TOUGH; MAKING THEM UNIQUE ISN’TCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3

First: Why Bother? Query Deserves Freshness (QDF): stale product descriptions won’t cut it Query Deserves Diversity (QDD): be different or be invisible Beating the Competition: You can’t beat the competition by publishing the exact same content The Fresh Prince of the SERPsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4

Ideal Solution: Write Your OWN Content • Using boilerplate language is lazy • Your website is one of, if not the most important piece of written content you own • Writing your own content can pay huge dividends in rankings & traffic • It’s also an opportunity to express your brand (think of Groupon, Woot.com, etc)COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5

If that’s not possible, then drown out boilerplate text with unique content SOME BOILERPLATE BOILERPLATE NOT NOT BOILERPLATE BOILERPLATE NOT BOILERPLATE ** Example Pictured: http://www.amazon.com/Plex-Google-Thinks-Works-Shapes/dp/1416596585COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6

Reviews • Reviews are a no-brainer to expand upon boilerplate content • Make sure they are displayed on the product page itself, and not in an iFrame or on a subdomain (especially if you use Bazaarvoice) • Highlight select ones in static text boxes (particularly if from notable users/internet celebrities) as testimonials ** Example Pictured: http://www.zagg.com/audio/smart-buds.phpCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7

Go Social • Recent Tweets (Twitter search) • RSS of blog posts with related Category/Tag • Facebook Comments plug-in • Social sharing buttons • Forum or Q&A discussion ** Example Pictured: http://www.huffingtonpost.com/2012/02/17/avalanche-danger-in-color_n_1285495.htmlCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8

Related Products • Customers Also Bought… • Accessories That Fit This Device Include… • Things You Might Also Be Interested In… • Other Products from This Brand… • Most Popular… ** Example Pictured: http://www.walmart.com/ip/Acer-Mesh-Gray-15.6-Aspire-AS5349-2635-Laptop-PC-with- Intel-Celeron-B815-Processor-and-Windows-7-Home-Premium/19714381COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9

Trust Builders • Return policies • Why you should buy from us • About this brand • Coupons, discounts & bundles • Pricing policy (price-matching, etc.) • Nearest stores (if in-store pickup is available) • Email notifications (for discounts, in stock, etc.) ** Example Pictured: http://www.zappos.com/sperry-top-sider-authentic-original-ice?zlfid=111&recoName=zap_alp_pt_gCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10

Photos, Videos & Other Assets • Images – high quality & unique – Crowd-source or out-source them if you can’t take your own… • Videos – huge potential for incremental traffic – Crowd-source or out-source them if you can’t shoot your own… • PDFs – owners manuals & other related documents – Technical documents – safety information, ingredients, performance stats, CAD drawings, etc. ** Example Pictured: http://www.goapr.com/products/stage3_b7_rs4.htmlCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11

Template (Dynamic) Optimization • Unique(!) page titles: – Product Name | Category | YourName.com • H1, H2, H3 headers with product name in headings – iPhone Earbuds Product Details • Descriptive URLs • Images with file name & alt text = product name ** Example Pictured: http://electronics.hsn.com/beats-solo-hd-product-red-special-edition-headphones_p- 6594459_xp.aspxCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12

AVOIDING DUPLICATE URLS FOR PRODUCT PAGESCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13

Advice #1: Don’t Do It• One product = One URL – Different colors, sizes, etc. displayed on same URL – Dynamically refresh content to display different pricing info and images – Use drop downs & buttons to customize on page by size, color, etc. ** Example Pictured: http://shop.nordstrom.com/s/hart-schaffner-marx-madras-plaid- trousers/3271739?origin=category&resultback=1800COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14

Advice #2: But If You Have To Do It… http://www.tirerack.com/brakes/brakes.jsp?make=StopTech&model=Street+Perfor mance+Pads&group=Street+Performance+Pads&autoMake=Audi&autoModel= S4+Sedan&autoYear=2006&autoModClar=With+TPMS • Use consistent parameters (or better yet, subfolders) so you can block via robots.txt & Webmaster Tools if desired – Example: Disallow &autoMake=* • Use the canonical tag • Add an HTML link to the canonical version of the page from the duplicate pageCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15

Advice #3: Watch for Pagination • If you have too many products to list on one page, use rel=“next” and rel=“previous” • Also offer option “View All on One Page” if reasonable. Make this the default view for search Hey Girl, engines. • Can be used in conjunction with I could look at your rel=canonical pages forever. ** More Info: http://googlewebmastercentral.blogspot.com/2011/09/pagination-with-relnext-and-relprev.htmlCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16

GOING GLOBAL…COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17

Don’t Do This “Site Selector” splash pages are a waste of homepage link equity and create a poor user experience…especially on mobile.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18

Global Best Practices For Search Engines • Use a ccTLD, sub-folder, or sub-domain per country/language • Set Geo-targeting in Bing & Google Webmaster Tools • Do localized link buildingCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19

Global SEO - Continued Use the “hreflang” tag to specify alternate versions of content Example: Hey Girl, <link rel=“alternate” hreflang=“es” href=“canonicalversion.com” /> Can be used in tandom with Your website rel=canonical but be careful & speaks all the follow Google guidelines right languages. ** More Info: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=189077COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20

Global SEO & UX • Put the country name in your Page Title – Example: Product Name | Category Name | iCrossing Spain • Include the country name in the header or footer of your site’s template – Bonus Points: country-specific phone number & address in site template • Spell things “incorrectly” for the Brits and Canucks (e.g. product catalogue) ** Example Pictured: http://www.coca-cola.co.uk/COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21

Nick Roshon thank SEO Strategist, iCrossing Nicholas.Roshon@icrossing.com you. @nickroshon +Nick Roshon NickRoshon.com iCrossing.com Special thanks to @dananotman for the Ryan Gosling infographicsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22

http://www.icrossing.co.uk	41
http://localhost	4
http://www.twylah.com	2
http://translate.googleusercontent.com	1

Duplication, Aggregation, Syndication, Affiliates, Scraping and Information Architecture - iCrossing - SMX West 2012

by iCrossing

Accessibility

Categories

Upload Details

Usage Rights

4 Embeds 48

Statistics

Duplication, Aggregation, Syndication, Affiliates, Scraping and Information Architecture - iCrossing - SMX West 2012 Presentation Transcript