0
eCommerce SEO
Shopping Spree

@mike_arnesen #StateOfSearch #eComSEO
What’s up

State of Search?!






Mike Arnesen
SEO Team Manager, SwellPath



Google.com/search?q=mike+arnesen

Sweet Has...
@mike_arnesen #StateOfSearch #eComSEO

@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
This is going to be
rapid fire…

@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
Use a Flat Site Architecture	

@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen#StateOfSearch #eComSEO
Avoid meaningless URLs.
Do this…
…not that.

@mike_arnesen #StateOfSearch #eComSEO

• 
• 
• 

Directories represent site a...
@mike_arnesen #StateOfSearch #eComSEO

•  Don’t sacrifice accessibility
for flashiness.
•  Usable without JS? 
•  Meaningf...
•  For users and bots
•  Make each item clickable
•  Use breadcrumb markup (schema.org)

@mike_arnesen #StateOfSearch #eCo...
Let’s talk about

in 2014

•  Not the place to stuff links

…or your page content.
•  Highlight a few important pages.
•  ...
Provide additional:
•  Context 
•  Crawl paths
•  Shopping ideas
@mike_arnesen #StateOfSearch #eComSEO
Provide additional:
•  Context 
•  Crawl paths
•  Shopping ideas
@mike_arnesen #StateOfSearch #eComSEO
Don’t confuse 
RoboPuppy
@mike_arnesen #StateOfSearch #eComSEO

@mike_arnesen #StateOfSearch #eComSEO
Always use content 
on category 
gridwalls

•  What am I looking at?
•  What’s unique here?

@mike_arnesen #StateOfSearch ...
Always use content 
on category 
gridwalls

•  Effective at increasing ranking.
•  Important for avoiding thin content.
• ...
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO

@mike_arnesen #StateOfSearch #eComSEO

Content Integration

Make sure to frame supp...
1.  Do your research
2.  Outsource initial copywriting
3.  Polish the result & push live

@mike_arnesen #StateOfSearch #eC...
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
@mike_arnesen #StateOfSearch #eComSEO
Duplicate content 
can be really

annoying.
• 
• 
• 
• 
• 

Invest in unique product descriptions
Use proper pagination
Ha...
Use pagination and/or canonicalization 


on category gridwalls
•  Rel prev & next are your
friends!
•  Make “view all” th...
Specify canonical products

Near-identical products can cause issues
• 
Canonize the best seller
• 
Create unique descript...
NoIndex is your friend


Stop!

@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
WWW, Trailing Slash, & Index Resolution
Practice good housekeeping to avoid
being overrun with duplicate content!
• 

Non-...
Leverage multiple XML sitemaps to
monitor indexation by page type.
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #St...
@mike_arnesen #StateOfSearch #eComSEO
This stuff is the future.
Don’t be the last one
to the party!
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOf...
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
Review & Rating Markup

Simple semantic markup
for PDPs, with proven ROI. 

@mike_arnesen #StateOfSearch #eComSEO
Twitter Cards

@mike_arnesen #StateOfSearch #eComSEO

OpenGraph 

Rich Pins

@mike_arnesen #StateOfSearch #eComSEO
Use this template
in your <head>
to enable all three.

@mike_arnesen #StateOfSearch #eComSEO

@mike_arnesen #StateOfSearch...
@mike_arnesen #StateOfSearch #eComSEO

http://www.swellpath.com/2013/04/google-plus-interactive-posts/
Do you own your brand name image SERPs?
Calvin Klein doesn’t
have any ranked images
for this branded search! 


How about ...
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
Site speed is a factor for
competitive queries!
Focus on Time to First Byte.
@mike_arnesen #StateOfSearch #eComSEO
@mike_a...
These guys want you 
to be responsive!

@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
Google+ Brand Page Integration
Leverage rel=publisher
for superior
branded SERPs.

@mike_arnesen #StateOfSearch #eComSEO
Organization & Logo Markup
Suggest which logo should be
used in the Knowledge Graph.

@mike_arnesen #StateOfSearch #eComSE...
Organization & Logo Markup

@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
Use Google Analytics eCommerce tagging
Make sure
you’re ready to
prove your ROI. 

http://cutroni.com/blog/google-analytic...
Understand & Predict Seasonality
Use historical analytics,
Google Insights, and
stakeholder experience
to map out seasonal...
Get your updates out early
and be prepared.

Give holiday campaign pages time
to index & rank. 
Start building links ahead...
Resources, tutorials, and more 
in this link bundle:

bit.ly/sos_ecom

Mike Arnesen

SEO Team Manager at SwellPath
@mike_a...
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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.

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Transcript of "eCommerce SEO Shopping Spree - State of Search 2013"

  1. 1. eCommerce SEO Shopping Spree @mike_arnesen #StateOfSearch #eComSEO
  2. 2. What’s up State of Search?! Mike Arnesen SEO Team Manager, SwellPath Google.com/search?q=mike+arnesen Sweet Hashtags: #StateOfSearch #eComSEO
  3. 3. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  4. 4. @mike_arnesen #StateOfSearch #eComSEO
  5. 5. @mike_arnesen #StateOfSearch #eComSEO
  6. 6. @mike_arnesen #StateOfSearch #eComSEO
  7. 7. This is going to be rapid fire… @mike_arnesen #StateOfSearch #eComSEO
  8. 8. @mike_arnesen #StateOfSearch #eComSEO
  9. 9. Use a Flat Site Architecture @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen#StateOfSearch #eComSEO
  10. 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. 11. @mike_arnesen #StateOfSearch #eComSEO •  Don’t sacrifice accessibility for flashiness. •  Usable without JS? •  Meaningful anchor text? @mike_arnesen #StateOfSearchfocus. •  Limit choices; #eComSEO
  12. 12. •  For users and bots •  Make each item clickable •  Use breadcrumb markup (schema.org) @mike_arnesen #StateOfSearch #eComSEO
  13. 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. 14. Provide additional: •  Context •  Crawl paths •  Shopping ideas @mike_arnesen #StateOfSearch #eComSEO
  15. 15. Provide additional: •  Context •  Crawl paths •  Shopping ideas @mike_arnesen #StateOfSearch #eComSEO
  16. 16. Don’t confuse RoboPuppy @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  17. 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. 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. 19. @mike_arnesen #StateOfSearch #eComSEO
  20. 20. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO Content Integration Make sure to frame supplemental content as a fallback for basic browsers.
  21. 21. 1.  Do your research 2.  Outsource initial copywriting 3.  Polish the result & push live @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  22. 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. 23. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  24. 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. 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. 26. Specify canonical products Near-identical products can cause issues •  Canonize the best seller •  Create unique descriptions •  Consolidate pages @mike_arnesen #StateOfSearch #eComSEO
  27. 27. NoIndex is your friend Stop! @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  28. 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. 29. Leverage multiple XML sitemaps to monitor indexation by page type. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  30. 30. @mike_arnesen #StateOfSearch #eComSEO
  31. 31. This stuff is the future. Don’t be the last one to the party! @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  32. 32. @mike_arnesen #StateOfSearch #eComSEO
  33. 33. @mike_arnesen #StateOfSearch #eComSEO
  34. 34. @mike_arnesen #StateOfSearch #eComSEO
  35. 35. Review & Rating Markup Simple semantic markup for PDPs, with proven ROI. @mike_arnesen #StateOfSearch #eComSEO
  36. 36. Twitter Cards @mike_arnesen #StateOfSearch #eComSEO OpenGraph Rich Pins @mike_arnesen #StateOfSearch #eComSEO
  37. 37. Use this template in your <head> to enable all three. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  38. 38. @mike_arnesen #StateOfSearch #eComSEO http://www.swellpath.com/2013/04/google-plus-interactive-posts/
  39. 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. 40. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  41. 41. Site speed is a factor for competitive queries! Focus on Time to First Byte. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  42. 42. These guys want you to be responsive! @mike_arnesen #StateOfSearch #eComSEO
  43. 43. @mike_arnesen #StateOfSearch #eComSEO
  44. 44. Google+ Brand Page Integration Leverage rel=publisher for superior branded SERPs. @mike_arnesen #StateOfSearch #eComSEO
  45. 45. Organization & Logo Markup Suggest which logo should be used in the Knowledge Graph. @mike_arnesen #StateOfSearch #eComSEO
  46. 46. Organization & Logo Markup @mike_arnesen #StateOfSearch #eComSEO
  47. 47. @mike_arnesen #StateOfSearch #eComSEO
  48. 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. 49. Understand & Predict Seasonality Use historical analytics, Google Insights, and stakeholder experience to map out seasonality. @mike_arnesen #StateOfSearch #eComSEO
  50. 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. 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
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