eCommerce SEO Shopping Spree - State of Search 2013

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My presentation on eCommerce SEO from State of Search 2013 in Dallas, TX.

My presentation on eCommerce SEO from State of Search 2013 in Dallas, TX.

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  • 1. eCommerce SEO Shopping Spree @mike_arnesen #StateOfSearch #eComSEO
  • 2. What’s up State of Search?! Mike Arnesen SEO Team Manager, SwellPath Google.com/search?q=mike+arnesen Sweet Hashtags: #StateOfSearch #eComSEO
  • 3. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  • 4. @mike_arnesen #StateOfSearch #eComSEO
  • 5. @mike_arnesen #StateOfSearch #eComSEO
  • 6. @mike_arnesen #StateOfSearch #eComSEO
  • 7. This is going to be rapid fire… @mike_arnesen #StateOfSearch #eComSEO
  • 8. @mike_arnesen #StateOfSearch #eComSEO
  • 9. Use a Flat Site Architecture @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen#StateOfSearch #eComSEO
  • 10. Avoid meaningless URLs. Do this… …not that. @mike_arnesen #StateOfSearch #eComSEO •  •  •  Directories represent site architecture Describe from broad to narrow @mike_arnesen Human readable #StateOfSearch #eComSEO
  • 11. @mike_arnesen #StateOfSearch #eComSEO •  Don’t sacrifice accessibility for flashiness. •  Usable without JS? •  Meaningful anchor text? @mike_arnesen #StateOfSearchfocus. •  Limit choices; #eComSEO
  • 12. •  For users and bots •  Make each item clickable •  Use breadcrumb markup (schema.org) @mike_arnesen #StateOfSearch #eComSEO
  • 13. Let’s talk about in 2014 •  Not the place to stuff links …or your page content. •  Highlight a few important pages. •  I still use nofollow, @mike_arnesen #StateOfSearch #eComSEO
  • 14. Provide additional: •  Context •  Crawl paths •  Shopping ideas @mike_arnesen #StateOfSearch #eComSEO
  • 15. Provide additional: •  Context •  Crawl paths •  Shopping ideas @mike_arnesen #StateOfSearch #eComSEO
  • 16. Don’t confuse RoboPuppy @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  • 17. Always use content on category gridwalls •  What am I looking at? •  What’s unique here? @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  • 18. Always use content on category gridwalls •  Effective at increasing ranking. •  Important for avoiding thin content. •  It’s also a branding opportunity! @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  • 19. @mike_arnesen #StateOfSearch #eComSEO
  • 20. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO Content Integration Make sure to frame supplemental content as a fallback for basic browsers.
  • 21. 1.  Do your research 2.  Outsource initial copywriting 3.  Polish the result & push live @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  • 22. Protect yourself from the P n a Don’t put up #PandaBait …unless you have nothing on your plate for the next few months. @mike_arnesen #StateOfSearch #eComSEO
  • 23. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  • 24. Duplicate content can be really annoying. •  •  •  •  •  Invest in unique product descriptions Use proper pagination Have a canonical strategy in place Noindex when appropriate Use clean URL handling @mike_arnesen #StateOfSearch #eComSEO
  • 25. Use pagination and/or canonicalization on category gridwalls •  Rel prev & next are your friends! •  Make “view all” the canonical. @mike_arnesen #StateOfSearch #eComSEO
  • 26. Specify canonical products Near-identical products can cause issues •  Canonize the best seller •  Create unique descriptions •  Consolidate pages @mike_arnesen #StateOfSearch #eComSEO
  • 27. NoIndex is your friend Stop! @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  • 28. WWW, Trailing Slash, & Index Resolution Practice good housekeeping to avoid being overrun with duplicate content! •  Non-WWW URLs to WWW (or vice versa) •  Non-trailing slash to trailing slash •  index.php (and similar) to trailing slash @mike_arnesen #StateOfSearch #eComSEO
  • 29. Leverage multiple XML sitemaps to monitor indexation by page type. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  • 30. @mike_arnesen #StateOfSearch #eComSEO
  • 31. This stuff is the future. Don’t be the last one to the party! @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  • 32. @mike_arnesen #StateOfSearch #eComSEO
  • 33. @mike_arnesen #StateOfSearch #eComSEO
  • 34. @mike_arnesen #StateOfSearch #eComSEO
  • 35. Review & Rating Markup Simple semantic markup for PDPs, with proven ROI. @mike_arnesen #StateOfSearch #eComSEO
  • 36. Twitter Cards @mike_arnesen #StateOfSearch #eComSEO OpenGraph Rich Pins @mike_arnesen #StateOfSearch #eComSEO
  • 37. Use this template in your <head> to enable all three. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  • 38. @mike_arnesen #StateOfSearch #eComSEO http://www.swellpath.com/2013/04/google-plus-interactive-posts/
  • 39. Do you own your brand name image SERPs? Calvin Klein doesn’t have any ranked images for this branded search! How about alt text, image sitemaps, & friendly filenames? @mike_arnesen #StateOfSearch #eComSEO
  • 40. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  • 41. Site speed is a factor for competitive queries! Focus on Time to First Byte. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  • 42. These guys want you to be responsive! @mike_arnesen #StateOfSearch #eComSEO
  • 43. @mike_arnesen #StateOfSearch #eComSEO
  • 44. Google+ Brand Page Integration Leverage rel=publisher for superior branded SERPs. @mike_arnesen #StateOfSearch #eComSEO
  • 45. Organization & Logo Markup Suggest which logo should be used in the Knowledge Graph. @mike_arnesen #StateOfSearch #eComSEO
  • 46. Organization & Logo Markup @mike_arnesen #StateOfSearch #eComSEO
  • 47. @mike_arnesen #StateOfSearch #eComSEO
  • 48. Use Google Analytics eCommerce tagging Make sure you’re ready to prove your ROI. http://cutroni.com/blog/google-analytics-for-ecommerce/ @mike_arnesen #StateOfSearch #eComSEO
  • 49. Understand & Predict Seasonality Use historical analytics, Google Insights, and stakeholder experience to map out seasonality. @mike_arnesen #StateOfSearch #eComSEO
  • 50. Get your updates out early and be prepared. Give holiday campaign pages time to index & rank. Start building links ahead of time. @mike_arnesen #StateOfSearch #eComSEO
  • 51. Resources, tutorials, and more in this link bundle: bit.ly/sos_ecom Mike Arnesen SEO Team Manager at SwellPath @mike_arnesen | +MikeArnesen www.mikearnesen.com @mike_arnesen #StateOfSearch #eComSEO