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

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



My slides for the panel on Duplication & Aggregation considerations for SEO that was presented at SMX West 2012 in San Jose

My slides for the panel on Duplication & Aggregation considerations for SEO that was presented at SMX West 2012 in San Jose



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  • Boilerplate content is inevitable – it’s free, it’s ready to publish, and often it’s even useful. Rather than try to avoid boilerplate/manufacturer product descriptions – embrace them, but augment them with your own content. TONS of it.

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

  • Duplication, Aggregation, Syndication, Affiliates, Scraping And Information Architecture It’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 clients
  • 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 SERPs
  • 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)
  • If that’s not possible, then drown out boilerplate text with unique content ** Example Pictured: http ://www.amazon.com/Plex-Google-Thinks-Works-Shapes/dp/1416596585 NOT BOILERPLATE NOT BOILERPLATE BOILERPLATE NOT BOILERPLATE SOME BOILERPLATE
  • 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.php
  • 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.html
  • 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/19714381
  • 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_g
  • 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.html
  • 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.aspx
  • 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=1800
  • Advice #2: But If You Have To Do It…
    • 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 page
    http://www.tirerack.com/brakes/brakes.jsp?make=StopTech&model=Street+Performance+Pads&group=Street+Performance+Pads &autoMake=Audi&autoModel=S4+Sedan&autoYear=2006&autoModClar=With+TPMS
  • 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 engines.
    • Can be used in conjunction with rel=canonical
    Hey Girl, I could look at your pages forever. ** More Info: http://googlewebmastercentral.blogspot.com/2011/09/pagination-with-relnext-and-relprev.html
  • Don’t Do This “ Site Selector” splash pages are a waste of homepage link equity and create a poor user experience…especially on mobile.
  • 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 building
  • Global SEO - Continued
    • Use the “hreflang” tag to specify alternate versions of content
    • Example:
    • <link rel=“alternate” hreflang=“es” href=“canonicalversion.com” />
    • Can be used in tandom with rel=canonical but be careful & follow Google guidelines
    ** More Info: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=189077 Hey Girl, Your website speaks all the right languages.
  • 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/
  • thank you. Nick Roshon SEO Strategist, iCrossing [email_address] @nickroshon +Nick Roshon NickRoshon.com iCrossing.com Special thanks to @dananotman for the Ryan Gosling infographics