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Duplication, Aggregation, Syndication, Affiliates, Scraping And Information Architecture  It’s more fun than it sounds, I ...
About iCrossing <ul><li>We are a unit of Hearst Corporation </li></ul><ul><li>Full-service digital agency </li></ul><ul><l...
MANAGING THOUSANDS OF PRODUCT PAGES IS TOUGH; MAKING THEM UNIQUE ISN’T
First: Why Bother? <ul><li>Query Deserves Freshness (QDF):  stale product descriptions won’t cut it </li></ul><ul><li>Quer...
Ideal Solution: Write Your OWN Content <ul><li>Using boilerplate language is lazy </li></ul><ul><li>Your website is one of...
If that’s not possible, then drown out boilerplate text with unique content **  Example Pictured: http ://www.amazon.com/P...
Reviews <ul><li>Reviews are a no-brainer to expand upon boilerplate content </li></ul><ul><li>Make sure they are displayed...
Go Social <ul><li>Recent Tweets (Twitter search) </li></ul><ul><li>RSS of blog posts with related Category/Tag </li></ul><...
Related Products <ul><li>Customers Also Bought… </li></ul><ul><li>Accessories That Fit This Device Include… </li></ul><ul>...
Trust Builders <ul><li>Return policies </li></ul><ul><li>Why you should buy from us </li></ul><ul><li>About this brand </l...
Photos, Videos & Other Assets <ul><li>Images – high quality & unique </li></ul><ul><ul><li>Crowd-source or out-source them...
Template (Dynamic) Optimization <ul><li>Unique(!) page titles: </li></ul><ul><ul><li>Product Name | Category | YourName.co...
AVOIDING DUPLICATE URLS FOR PRODUCT PAGES
Advice #1: Don’t Do It <ul><li>One product = One URL </li></ul><ul><ul><li>Different colors, sizes, etc. displayed on same...
Advice #2: But If You Have To Do It… <ul><li>Use consistent parameters (or better yet, subfolders) so you can block via ro...
Advice #3: Watch for Pagination <ul><li>If you have too many products to list on one page, use rel=“next” and rel=“previou...
GOING GLOBAL…
Don’t Do This “ Site Selector” splash pages are a waste of homepage link equity and create a poor user experience…especial...
Global Best Practices For Search Engines <ul><li>Use a ccTLD, sub-folder, or sub-domain per country/language </li></ul><ul...
Global SEO - Continued <ul><li>Use the “hreflang” tag to specify alternate versions of content </li></ul><ul><li>Example: ...
Global SEO & UX <ul><li>Put the country name in your Page Title </li></ul><ul><ul><li>Example: Product Name | Category Nam...
thank you. Nick Roshon SEO Strategist, iCrossing [email_address] @nickroshon +Nick Roshon NickRoshon.com iCrossing.com Spe...
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SMX West 2012 - Duplication, Aggregation, Syndication, Affiliates, Scraping & Information Architecture

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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.
  • Transcript of "SMX West 2012 - Duplication, Aggregation, Syndication, Affiliates, Scraping & Information Architecture"

    1. 1. Duplication, Aggregation, Syndication, Affiliates, Scraping And Information Architecture It’s more fun than it sounds, I promise…
    2. 2. About iCrossing <ul><li>We are a unit of Hearst Corporation </li></ul><ul><li>Full-service digital agency </li></ul><ul><li>750 professionals world-wide </li></ul><ul><li>40+ Fortune 500 clients </li></ul>
    3. 3. MANAGING THOUSANDS OF PRODUCT PAGES IS TOUGH; MAKING THEM UNIQUE ISN’T
    4. 4. First: Why Bother? <ul><li>Query Deserves Freshness (QDF): stale product descriptions won’t cut it </li></ul><ul><li>Query Deserves Diversity (QDD): be different or be invisible </li></ul><ul><li>Beating the Competition: You can’t beat the competition by publishing the exact same content </li></ul>The Fresh Prince of the SERPs
    5. 5. Ideal Solution: Write Your OWN Content <ul><li>Using boilerplate language is lazy </li></ul><ul><li>Your website is one of, if not the most important piece of written content you own </li></ul><ul><li>Writing your own content can pay huge dividends in rankings & traffic </li></ul><ul><li>It’s also an opportunity to express your brand (think of Groupon, Woot.com, etc) </li></ul>
    6. 6. 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
    7. 7. Reviews <ul><li>Reviews are a no-brainer to expand upon boilerplate content </li></ul><ul><li>Make sure they are displayed on the product page itself, and not in an iFrame or on a subdomain (especially if you use Bazaarvoice) </li></ul><ul><li>Highlight select ones in static text boxes (particularly if from notable users/internet celebrities) as testimonials </li></ul>** Example Pictured: http://www.zagg.com/audio/smart-buds.php
    8. 8. Go Social <ul><li>Recent Tweets (Twitter search) </li></ul><ul><li>RSS of blog posts with related Category/Tag </li></ul><ul><li>Facebook Comments plug-in </li></ul><ul><li>Social sharing buttons </li></ul><ul><li>Forum or Q&A discussion </li></ul>** Example Pictured: http://www.huffingtonpost.com/2012/02/17/avalanche-danger-in-color_n_1285495.html
    9. 9. Related Products <ul><li>Customers Also Bought… </li></ul><ul><li>Accessories That Fit This Device Include… </li></ul><ul><li>Things You Might Also Be Interested In… </li></ul><ul><li>Other Products from This Brand… </li></ul><ul><li>Most Popular… </li></ul>** 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
    10. 10. Trust Builders <ul><li>Return policies </li></ul><ul><li>Why you should buy from us </li></ul><ul><li>About this brand </li></ul><ul><li>Coupons, discounts & bundles </li></ul><ul><li>Pricing policy (price-matching, etc.) </li></ul><ul><li>Nearest stores (if in-store pickup is available) </li></ul><ul><li>Email notifications (for discounts, in stock, etc.) </li></ul>** Example Pictured: http://www.zappos.com/sperry-top-sider-authentic-original-ice?zlfid=111&recoName=zap_alp_pt_g
    11. 11. Photos, Videos & Other Assets <ul><li>Images – high quality & unique </li></ul><ul><ul><li>Crowd-source or out-source them if you can’t take your own… </li></ul></ul><ul><li>Videos – huge potential for incremental traffic </li></ul><ul><ul><li>Crowd-source or out-source them if you can’t shoot your own… </li></ul></ul><ul><li>PDFs – owners manuals & other related documents </li></ul><ul><ul><li>Technical documents – safety information, ingredients, performance stats, CAD drawings, etc. </li></ul></ul>** Example Pictured: http://www.goapr.com/products/stage3_b7_rs4.html
    12. 12. Template (Dynamic) Optimization <ul><li>Unique(!) page titles: </li></ul><ul><ul><li>Product Name | Category | YourName.com </li></ul></ul><ul><li>H1, H2, H3 headers with product name in headings </li></ul><ul><ul><li>iPhone Earbuds Product Details </li></ul></ul><ul><li>Descriptive URLs </li></ul><ul><li>Images with file name & alt text = product name </li></ul>** Example Pictured: http://electronics.hsn.com/beats-solo-hd-product-red-special-edition-headphones_p-6594459_xp.aspx
    13. 13. AVOIDING DUPLICATE URLS FOR PRODUCT PAGES
    14. 14. Advice #1: Don’t Do It <ul><li>One product = One URL </li></ul><ul><ul><li>Different colors, sizes, etc. displayed on same URL </li></ul></ul><ul><ul><li>Dynamically refresh content to display different pricing info and images </li></ul></ul><ul><ul><li>Use drop downs & buttons to customize on page by size, color, etc. </li></ul></ul>** Example Pictured: http://shop.nordstrom.com/s/hart-schaffner-marx-madras-plaid-trousers/3271739?origin=category&resultback=1800
    15. 15. Advice #2: But If You Have To Do It… <ul><li>Use consistent parameters (or better yet, subfolders) so you can block via robots.txt & Webmaster Tools if desired </li></ul><ul><ul><li>Example: Disallow &autoMake=* </li></ul></ul><ul><li>Use the canonical tag </li></ul><ul><li>Add an HTML link to the canonical version of the page from the duplicate page </li></ul>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
    16. 16. Advice #3: Watch for Pagination <ul><li>If you have too many products to list on one page, use rel=“next” and rel=“previous” </li></ul><ul><li>Also offer option “View All on One Page” if reasonable. Make this the default view for search engines. </li></ul><ul><li>Can be used in conjunction with rel=canonical </li></ul>Hey Girl, I could look at your pages forever. ** More Info: http://googlewebmastercentral.blogspot.com/2011/09/pagination-with-relnext-and-relprev.html
    17. 17. GOING GLOBAL…
    18. 18. Don’t Do This “ Site Selector” splash pages are a waste of homepage link equity and create a poor user experience…especially on mobile.
    19. 19. Global Best Practices For Search Engines <ul><li>Use a ccTLD, sub-folder, or sub-domain per country/language </li></ul><ul><li>Set Geo-targeting in Bing & Google Webmaster Tools </li></ul><ul><li>Do localized link building </li></ul>
    20. 20. Global SEO - Continued <ul><li>Use the “hreflang” tag to specify alternate versions of content </li></ul><ul><li>Example: </li></ul><ul><li><link rel=“alternate” hreflang=“es” href=“canonicalversion.com” /> </li></ul><ul><li>Can be used in tandom with rel=canonical but be careful & follow Google guidelines </li></ul>** More Info: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=189077 Hey Girl, Your website speaks all the right languages.
    21. 21. Global SEO & UX <ul><li>Put the country name in your Page Title </li></ul><ul><ul><li>Example: Product Name | Category Name | iCrossing Spain </li></ul></ul><ul><li>Include the country name in the header or footer of your site’s template </li></ul><ul><ul><li>Bonus Points: country-specific phone number & address in site template </li></ul></ul><ul><li>Spell things “incorrectly” for the Brits and Canucks (e.g. product catalogue) </li></ul>** Example Pictured: http://www.coca-cola.co.uk/
    22. 22. 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
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