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Winning in Ecommerce SEO
Barry Adams
Polemic Digital

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Ecommerce = ?

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Web Search Engines
Crawler Indexer Ranker

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1. Crawler (Googlebot)
Crawler Indexer Ranker

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Faceted Navigation

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12 types of shoes
30 brands
20 sizes
X
X

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7200 different combinations
X 5

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36000 different pages
X 11

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396000

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Robots.txt Disallow Rules

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2. Indexer (Caffeine)
Crawler Indexer Ranker

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Image Ranking Factors
product-image-01234567.jpg

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Image Ranking Factors
product-image-01234567.jpg
inglot-brush-set.jpg

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Image Ranking Factors
<img src="/img/inglot-brush-set.jpg"
alt="Inglot Makeup Brush Set" />

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Image Ranking Factors
Inglot Makeup Brush Set

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Image Ranking Factors
<script type="application/ld+json">
{
"@context": "https://schema.org/",
"@type": "Product",
"name": "Inglot Makeup Brush Set",
"image": "/img/inglot-brush-set.jpg",
"description": "Inglot makeup is all about your creative freedom! …",
"brand": "Inglot",
"sku": "112344567789",
"offers": {
"@type": "Offer",
"url": "https://websites.com/inglot/brush-set",
"priceCurrency": "GBP",
"price": "25",
"availability": "https://schema.org/InStock"
}
}
</script>

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Rich Results
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Product",
"name": "Acme Anvil",
"mpn": "925872",
"offers": {
"@type": "Offer",
"priceCurrency": "GBP",
"price": "119.99",
"availability": "http://schema.org/InStock",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8",
"reviewCount": "12"
}
}
</script>

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Rich Results
https://www.slideshare.net/sandersal1/brightonseo-structured-data-by-alexis-sanders

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https://technicalseo.com/tools/schema-markup-generator/

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3. Ranker (Query Engine)
Crawler Indexer Ranker

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Links
• Content alone is not enough to build authority.
• Approximately 50%-60% of Google’s ranking
algorithms are link-based.

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But… Google doesn’t like linkbuilding
“Any links intended to manipulate PageRank or a site's ranking in
Google search results may be considered part of a link scheme
and a violation of Google’s Webmaster Guidelines.”
Source: http://bada.ms/googleguidelines

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So what’s a SEO to do?

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What are people asking?
https://answerthepublic.com/

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https://www.bodycote.com/fictional-metals

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Can you spot the ballerina among the flamingos?

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Summarised…

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1. Be More Crawlable

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2.Write Better Content

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3. OptimiseYour Images

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4. Use Structured Data

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5. Earn Links

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6. Be Different

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Barry Adams
➢ Doing SEO since 1998
➢ Specialist in Technical SEO & News SEO
➢ Co-Chief Editor at StateofDigital.com
➢ Columnist for SearchEngineLand.com

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ThankYou
barry@polemicdigital.com
www.polemicdigital.com
www.linkedin.com/in/barryadams
@polemicdigital
@badams