Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Maximising Ecommerce SEO - #SMConnect

3,290 views

Published on

Slides from my talk at Search Marketing Connect 2015 in Milan, Italy, where I spoke about ecommerce SEO.

Published in: Internet

Maximising Ecommerce SEO - #SMConnect

  1. 1. POLEMIC D I G I T A L@badams Maximising Ecommerce SEO with Advanced Tips & Tricks 21 November 2015 #SMConnect
  2. 2. POLEMIC D I G I T A L@badams Barry Adams
  3. 3. POLEMIC D I G I T A L@badams Agenda 1. Technical SEO  Crawl Optimisation  Faceted Navigation 2. Content & Relevance  Site & page architecture  Structured Data 3. Links & Authority  Link targeting  Tactics 4. International SEO Technology Relevance Authority The Three Pillars of SEO
  4. 4. POLEMIC D I G I T A L@badams 1. Technical SEO
  5. 5. POLEMIC D I G I T A L@badams Crawl Optimisation • Minimising wasted crawl budget Crawl Budget = the maximum amount of time a search engine spider will spend crawling your website before it gives up.
  6. 6. POLEMIC D I G I T A L@badams Crawl Control vs Index Control • Crawl Control; Maximising crawl budget Main tools: - robots.txt Disallow - <a href=“…” rel=“nofollow”> • Index control; Ensuring the right pages are in Google’s index Main tools: - <meta name=“robots” content=“noindex”> - <link rel=“canonical” href=“…”> - robots.txt Noindex
  7. 7. POLEMIC D I G I T A L@badams Crawl Sources • Site Crawl • XML Sitemaps • Inbound Links • DNS Records • Domain Registrations • Browsing Data
  8. 8. POLEMIC D I G I T A L@badams Identifying Crawl Waste DeepCrawl report
  9. 9. POLEMIC D I G I T A L@badams Crawl your XML Sitemap • Use Screaming Frog to crawl your sitemap
  10. 10. POLEMIC D I G I T A L@badams Optimise your XML sitemap • Ensure your sitemap contains final URLs only • Minimise non-200 status codes
  11. 11. POLEMIC D I G I T A L@badams Use Multiple Sitemaps • Google says max 50.000 URLs Nick Eubanks case study shows 35.000 is optimal Source: http://seoauv.com/increase-traffic/
  12. 12. POLEMIC D I G I T A L@badams Mismatched Canonicals • All URLs in XML sitemap should be final canonical URLs only
  13. 13. POLEMIC D I G I T A L@badams Use Canonicals wisely… • “rel=canonical” is primarily for index issues It is not a fix for crawl waste Search engines need to see the canonical tag before they can act on it Ergo, pages need to be crawled before rel=canonical has any effect Ditto with meta noindex tags
  14. 14. POLEMIC D I G I T A L@badams Minimise Internal Redirects • Find redirects with Screaming Frog or DeepCrawl • Internal links should all be 200 OK • Flat site structure
  15. 15. POLEMIC D I G I T A L@badams Pagination • Potential for massive crawl waste Especially when combined with sorting
  16. 16. POLEMIC D I G I T A L@badams Optimise Paginated Lists • Show more products per page • Use pagination meta tags; <link rel="prev" href="http://www.domain.it/category/?page=2" /> <link rel="next" href="http://www.domain.it/category/?page=4" /> <link rel="canonical" href="http://www.domain.it/category/?page=all" /> Googlebot will deprioritise deeper paginated pages • Block sorting parameters in robots.txt; User-agent: Googlebot Disallow: /*?order=* Noindex: /*?order=*
  17. 17. POLEMIC D I G I T A L@badams GSC Robots.txt Tester
  18. 18. POLEMIC D I G I T A L@badams Alternative: X-Robots-Tag • Special HTTP status code intended for crawlers • Implemented in Apache .htaccess file: <FilesMatch ".pdf$"> Header set X-Robots-Tag "noindex, nofollow" </FilesMatch> More info: https://developers.google.com/webmasters/control-crawl- index/docs/robots_meta_tag
  19. 19. POLEMIC D I G I T A L@badams Faceted Navigation • Risk of crawl waste & index inflation
  20. 20. POLEMIC D I G I T A L@badams Dealing with Faceted Navigation 1. Block facet URL parameters in robots.txt User-agent: Googlebot Disallow: /*attribute=* Noindex: /*attribute=* 2. Tag facet links with “rel=nofollow”
  21. 21. POLEMIC D I G I T A L@badams JavaScript & Faceted Navigation • ‘Hiding’ facets in JavaScript does not work Google will execute JS and can follow embedded links Don’t block JavaScript & CSS in robots.txt! • JavaScript can add load time Fast load speed is crucial
  22. 22. POLEMIC D I G I T A L@badams Pre-rendering JavaScript / AJAX Source: http://www.slideshare.net/phaithful/seo-and-js-new-challenges
  23. 23. POLEMIC D I G I T A L@badams JSCrawlability.com
  24. 24. POLEMIC D I G I T A L@badams Optimise Load Speed • Crawl budget = time • Fast website = more pages crawled in same amount of time
  25. 25. POLEMIC D I G I T A L@badams WebPageTest.org • Time to First Byte • Lightweight pages • Caching • Compression
  26. 26. POLEMIC D I G I T A L@badams 2. Content & Relevance
  27. 27. POLEMIC D I G I T A L@badams Content Structure Title Tag Meta Description <h1> headline Body content (with <h2> - <h6> subheaders) Image alt attribute Calls to action Links to other pages on the site Source: http://bada.ms/perfectonpageseo
  28. 28. POLEMIC D I G I T A L@badams Product Snapshot Customer Reviews In-depth Description
  29. 29. POLEMIC D I G I T A L@badams Unique, well-written content • Never use standard manufacturer product descriptions
  30. 30. POLEMIC D I G I T A L@badams Image Optimisation • Filename; photo001.jpg brown-mens-shoes.jpg • Alt attribute; <img src=“/brown-mens-shoes.jpg” alt=“Brown Irish Brogue Men’s Shoes” /> • Caption text; Barker’s Irish Brogue Men’s Shoe
  31. 31. POLEMIC D I G I T A L@badams Hierarchical Site Architecture Homepage Category 1 Category 2 Subcategory 2.1 Subcategory 2.3 Subcategory 2.2 Product 2.2 A Product 2.2 B Product 2.2 C Category 3
  32. 32. POLEMIC D I G I T A L@badams Information Architecture
  33. 33. POLEMIC D I G I T A L@badams Hierarchical URLs Homepage Category 1 Category 2 Subcategory 2.1 Subcategory 2.3 Subcategory 2.2 Product 2.2 A Product 2.2 B Product 2.2 C Category 3 http://domain.it/ http://domain.it/category/ http://domain.it/category/subcategory/ http://domain.it/category/subcategory/ productA.html http://domain.it/category/subcategory/ productB.html http://domain.it/category/subcategory/ productC.html
  34. 34. POLEMIC D I G I T A L@badams Make URLs Human-Readable Apache .htaccess URL rewrites; RewriteEngine on RewriteRule /(.*)/(.*)/$ page.php?category=$1&product=$2 [NC,L] This rewrites parameter URLs: http://www.domain.it/page.php?category=safety- boots&brand=caterpillar To human-readable URLs: http://www.domain.it/safety-boots/caterpillar/
  35. 35. POLEMIC D I G I T A L@badams Products in more than 1 category Duplicate content issue: http://domain.it/safety-boots/caterpillar/cat-holton.html http://domain.it/casual-boots/caterpillar/cat-holton.html Revert to root URLs for all products: http://domain.it/caterpillar-holton-boots.html
  36. 36. POLEMIC D I G I T A L@badams Structured Data • Schema.org Product markup
  37. 37. POLEMIC D I G I T A L@badams JSON-LD Markup • In the <head> section Separate from body code Easier to implement
  38. 38. POLEMIC D I G I T A L@badams Google Tag Manager JSON-LD • Use GTM data layer macros to inject JSON-LD schema.org code in your product pages Source: http://www.swellpath.com/2015/03/7-steps-to-pushing-json-structured- data-using-google-tag-manager/
  39. 39. POLEMIC D I G I T A L@badams Structured Data Testing Tool https://developers.google.com/structured-data/testing-tool/
  40. 40. POLEMIC D I G I T A L@badams Expired Product Pages • Google’s advice: serve 404 Not Found Downside: loss of link value Source: https://www.youtube.com/watch?v=9tz7Eexwp_A
  41. 41. POLEMIC D I G I T A L@badams My Advice • Keep the page up
  42. 42. POLEMIC D I G I T A L@badams High-churn Ecommerce • Products with a limited lifespan, potentially thousands of new pages every week Online auctions / ‘… for sale’ classified sites / etc  301-redirect old URL to most relevant new URL Minimum 180 days Serve 410 (or 404) on old URL after 180 days
  43. 43. POLEMIC D I G I T A L@badams 3. Links & Authority
  44. 44. POLEMIC D I G I T A L@badams Homepage Links vs Deep Links • Homepage earns the most links • Category pages rarely get links • Product pages sometimes get links • Linked pages serve as spider entries • Linked pages rank higher (duh) • Link value needs to be spread out Images source: http://bada.ms/mozcrawldiagrams
  45. 45. POLEMIC D I G I T A L@badams Spreading link value • Internal linking is key; Link from your key pages to deeper categories & products Use optimised anchor texts
  46. 46. POLEMIC D I G I T A L@badams Top Linked Pages (Majestic)
  47. 47. POLEMIC D I G I T A L@badams Linkbuilding for Ecommerce 1. Awesome / limited edition products
  48. 48. POLEMIC D I G I T A L@badams
  49. 49. POLEMIC D I G I T A L@badams Linkbuilding for Ecommerce 2. Blogger reviews & giveaways
  50. 50. POLEMIC D I G I T A L@badams Linkbuilding for Ecommerce 2. Blogger reviews & giveaways Ensure the blog is relevant & authoritive
  51. 51. POLEMIC D I G I T A L@badams Linkbuilding for Ecommerce 3. Competitive Linkbuilding Monitor your competition’s new links
  52. 52. POLEMIC D I G I T A L@badams
  53. 53. POLEMIC D I G I T A L@badams Linkbuilding for Ecommerce 3. Competitive Linkbuilding Find linked 404 pages on your competitors’ sites
  54. 54. POLEMIC D I G I T A L@badams Linkbuilding for SEO 4. Outsourced link placements
  55. 55. POLEMIC D I G I T A L@badams Linkbuilding for SEO 4. Outsourced link placements Double-check the work Site quality & relevance are key
  56. 56. POLEMIC D I G I T A L@badams Anchor Text Distribution • Exact Match anchor text is still important; “…click here to buy safety boots online.” • Don’t over-optimise; Penalty-risk is real • My advice: 80/20; 80% branded links, 20% keyword links
  57. 57. POLEMIC D I G I T A L@badams Pro-active Link Monitoring & Cleanup
  58. 58. POLEMIC D I G I T A L@badams 4. International SEO
  59. 59. POLEMIC D I G I T A L@badams International Domains • Pick the right domain  Generic TLDs: .com, .org, .net, .info, …  ccTLDs: .co.uk, .ie, .de, .fr, .it, .nl, … • Generic domains can be geo-targeted with Google Search Console • Country-code domains will be assumed to target that country It’s almost impossible to get a .it website to rank in google.co.uk
  60. 60. POLEMIC D I G I T A L@badams Google Search Console
  61. 61. POLEMIC D I G I T A L@badams Website Structure • Subdirectories:  website.com/gb  website.com/it • Subdomains:  gb.website.com  it.website.com Verify separately in Google Search Console and set the geo-target
  62. 62. POLEMIC D I G I T A L@badams Country & Language www.website.com/be-fr/ www.website.com/be-nl/ www.website.com/be-de/ Use official ISO country & language codes where possible
  63. 63. POLEMIC D I G I T A L@badams HTML Language Tag • Use the ‘lang’ attribute: • Don’t forget to change when you launch your international version!
  64. 64. POLEMIC D I G I T A L@badams HREFLANG Meta Tags <link rel="alternate" href="http://example.com/en-ie" hreflang="en-ie" /> <link rel="alternate" href="http://example.com/en-ca" hreflang="en-ca" /> <link rel="alternate" href="http://example.com/en-au" hreflang="en-au" /> <link rel="alternate" href="http://example.com/en" hreflang="en" /> <link rel="alternate" href="http://example.com/" hreflang="x- default" /> More info: https://support.google.com/webmasters/answer/189077
  65. 65. POLEMIC D I G I T A L@badams Google Search Console
  66. 66. POLEMIC D I G I T A L@badams Content • Don’t just translate – localise! • Belgian Dutch is not the same as Dutch Dutch Ditto with Portugal vs Brazil And Austria vs Germany And Switzerland vs France / Germany / Italy Etc… • Don’t be half-arsed – localise everything
  67. 67. POLEMIC D I G I T A L@badams Summary
  68. 68. POLEMIC D I G I T A L@badams SEO for Ecommerce • Optimise your website’s crawl space Block irrelevant pages Use “rel=canonical” wisely • Optimise your content Unique product descriptions Schema.org Product markup • Acquire links Create something link- worthy Homepage & deep links Variable anchor texts • International SEO Go big or go home Use the right strategy from the start
  69. 69. POLEMIC D I G I T A L@badams Thank You barry@polemicdigital.com www.polemicdigital.com twitter.com/polemicdigital twitter.com/badams #SMConnect

×