MOZCON 2017 WINNING WITH CHOICE & INFORMATION SYSTEMS FOR BOTH CRAWLERS & CONSUMERS

1. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle WINNING WITH CHOICE & INFORMATION SYSTEMS FOR BOTH CRAWLERS & CONSUMERS

2. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Managing Director Move It Marketing Associate Lecturer – Digital Marketing, Search & Analytics – Manchester Metropolitan University UK, US, EU, MENA Search Awards Judge International & Technical SEO Consultant – 10+ Yrs Googebot Hunter (Practice & Academia) Dawn Anderson

3. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation SubtitleAttribution: @Rathergood

4. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle POTENTIAL CONFLICTS BETWEEN CHOICE THEORY & SEO

5. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle THE LURE OF CHOICE (‘The Lure of Choice; Bown et al, 2003) We are intrinsically drawn to varietyCHOICE

6. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle THE LURE OF CHOICE (‘The Lure of Choice; Bown et al, 2003) BROWSING IS NOT BUYING CHOICE

7. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle X 10 more jams sold from displays of 6 ITEMS than 24 ITEMS ‘Too Much Choice’ Effects (Iyengar & Lepper, 2000) Too Much Choice…Iyengar & Lepper’s Much Cited Jam Study CHOICE

8. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Iyengar & Lepper’s Chocolate Study Those actually choosing from many options tended to experience decision-‐regret afterwards (BUYER’S REMORSE) DECISION REGRET ‘Too Much Choice’ Effects (Iyengar & Lepper, 2000) CHOICE

9. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle “LESS MAY BE MORE WHEN CHOOSING IS DIFFICULT” ( MORE features and attributes to compare (‘Size’, ‘Colour’, ‘Brand’), the GREATER ‘too much choice’ effectTASK COMPLEXITY 2010 Less May Be More When Choosing is Difficult - Greifender et al, 2010) CHOICE

10. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle More so when items are SIMILAR and no clear winner is identified as BEST THE ‘SIMILARITY’ PHENOMENON CHOICE

11. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Or when people don’t actually know what they want in the first place ‘PREFERENCE UNCERTAINTY’ CHOICE

12. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle WE MAY DEFER (POSTPONE) OR ABANDON CHOICE It’s easier to take the ‘No-Choice Option’ “I’ll choose later … or NEVER” CHOICE

13. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle COGNITIVE LOAD Costs of Thinking (Shugan) & Costs of Searching § ‘Task Complexity’ (Tversky, 1972) § ‘Option Complexity Under Conditions’ (Chernev, 2015) § ‘Similarity Phenomenon’ (Dhar, 1997) § ‘Information Retention Capacity’ (Miller, 1956) § ‘Choice complexity & too much choice’ (Greifeneder et al, 2010) WHY SO?? CHOICE

14. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle 9 seconds “I can concentrate for longer than you… so there” AVG ATTENTION SPAN DROPPED BY 3 SECONDS SINCE 2000 GOLDFISH == 9 SECONDS HUMAN == 8 SECONDS

15. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SOMETIMES ‘CHOICE REDUCTION’ IS OFTEN A POWERFUL STRATEGY

16. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Tesco were baffling consumers with up to 90,000 products to consider during weekly shop “The average UK household buys only 400 products a year, with just 41 items in their weekly shop” Source: https://www.theguardian.com/business/2015/jan/30/tesco-‐cuts-‐range-‐products

17. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle 228 DIFFERENT AIR FRESHENERS Source / Attribution : gfycat.comSource: https://www.theguardian.com/business/2015/jan/30/tesco-‐cuts-‐range-‐products “If you go into Tesco you will be faced with three of four bays of air fresheners…It’s painful for the shopper to navigate.” (Bryan Roberts, Analyst, Kantar Retail Market Research Group, 2015)

18. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Pulling up to 1/3of products to make navigating the weekly shop easier for consumers Source: https://www.theguardian.com/business/2015/jan/30/tesco-‐cuts-‐range-‐products

19. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle DIGITAL CHOICE

20. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle THE LURE OF CHOICE IN SEARCH (‘The Lure of Choice; Bown et al, 2003)

21. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle

22. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle THE LURE OF CHOICE (‘The Lure of Choice; Bown et al, 2003) BROWSING IS NOT BUYING

23. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Ecommerce Conversion Rates by Referrer 2016 Source: http://www.smartinsights.com/ecommerce/ecommerce-‐analytics/ecommerce-‐conversion-‐rates/

24. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Mobile… has appalling conversion rates 2016 Source: http://www.smartinsights.com/ecommerce/ecommerce-‐analytics/ecommerce-‐conversion-‐rates/

25. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Browse on mobile, buy on desktop??? Desktop is worse 2016 Source: http://www.smartinsights.com/ecommerce/ecommerce-‐analytics/ecommerce-‐conversion-‐rates/

26. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle CHOOSING IS HARD WORK… WE SEEK SHORTCUTS We are ALL choosing strategists § ‘FIRST or BEST’ choosers § ‘Maximisers or Satisficers’ § ‘Elimination By Aspects’ strategy EMPLOYING HEURISTICS

27. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle How Are Choosing Strategies Catered For in Ecommerce? § Decline of desktop § Horrendous PC shipment decline § Mobile overtaking search § More searches on mobile than desktop now § FACETED NAVIGATION & WEBSITE FILTERS == Allows for ‘Elimination by Aspects’ § PAGINATION == Reduces ‘Too Much Choice’ effects § SORTING == Caters for ‘FIRST / BEST’ choosing strategies CHOICE-‐ ASSISTING FUNCTIONALITY HEURISTICS

28. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Enter URL Parameter-driven Popular Ecommerce Platforms

29. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle And with these choice-assisting functionalities come… “Exponentially multiplicative URLs” MANY URL REPRESENTATIONS OF THE SAME CONTENT MANY INTERMEDIATE PATHS TO TRAVERSE BEFORE WORTHWHILE CONTENT POTENTIAL DUST & NEAR-‐DUPLICATE CONTENT

30. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle URL PARAMETERS

31. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Exponentially Multiplicative URLs From Faceted Navigation… 100 DRESSES 5 COLOURS 10 SIZES 2 LENGTHS 4 SUPPLIERS 100 x 5 x 10 x 2 x 4 = 40,000 URLs

32. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle And that’s without HTTPS, WWW/non or internationalization 100 DRESSES 5 COLOURS 10 SIZES 2 LENGTHS 4 SUPPLIERS 100 x 5 x 10 x 2 x 4 = 40,000 URLs X 2 BECAUSE… HTTPS VERSION 80,000 URLs X 2… BECAUSE… WWW / NON WWW VERSION 160,000 URLs X 5… BECAUSE… EN / FR / ES / DE / IT (e.g.) 800,000 URLs

33. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle THAT’S A LOT OF URLs FOR 100 DRESSES

34. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle A lot of busy Googlebots & potential for duplicates • The web doubled in size 2010 – 2012 • Another 1/3 by 2015 • Finite search engine resources • Processes automated for scale “I just never have any ‘me’-‐time’ any more” EFFICIENCY

35. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle WEB CRAWLING EFFICIENCY CRAWLING EFFICIENCY IS REQUIRED

36. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Handling Near-Duplicate Content Attracted Lots of Research §Dennis Fetterly §Marc Najork §Mark Manasse §Ziv Bar-‐Yossef §Monica Henzinger §William Pugh Some Notable ‘Spot the Difference’ Researchers DETECTING DUPLICATES & NEAR-‐DUPLICATES EARLY SAVES ON RESOURCES / EFFICIENCY

37. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Because… Near Duplicate Content is More Difficult to Detect than Exact Duplicates ’Detecting Duplicate and Near Duplicate Files’ IT’S AN ONGOING REAL WORLD CHALLENGE (Henzinger / Pugh, 2003, 2009, 2011, 2012, 2011, 2016) These Google patents in the series keep being ‘tweaked’ (A is not the same as B)

38. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle DUSTBUSTER - Do Not Crawl in The Dust… Ziv Bar-Yossef Reduce crawling and wasted resources to low importance pages CAVEAT: IT IS NOT KNOWN WHETHER THIS IS BEING USED AT ALL. RESEARCH AND THEORY § Builds crawling ‘rules’ § Detects duplicate content URL patterns § From small ‘sampling’ visits § Swerves ‘DUST’ § DUSTBUSTER § Saves crawling resources § Potentially Popular CMS configurations URL parameters detect ‘DUST’ 2003

39. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Important findings… Near-Duplicates Evolve Slowly “Clusters of near-‐ duplicate documents are fairly stable: Two documents that are near-‐duplicates of one another are very likely to still be near-‐ duplicates 10 weeks later” (Fetterly & Najork, 2003) THE SLOW PAGE EVOLUTION OF NEAR-‐ DUPLICATES ABOUT 1/3 OF THE WEB IS NEAR-‐ DUPLICATES THESE PAGES DON’T NEED VISITING A LOT BECAUSE THEY RARELY CHANGE DETECING THESE PAGES EARLY HAS BIG BENEFITS FOR RESOURCE EFFICIENCY They’re largely a big waste of crawling resources 2003

40. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle DENNIS FETTERLY & MARC NAJORK EFFICIENCY

41. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Mostly Stable For Years… But… The Web is Always Changing 2017

42. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle … The Raters Guidelines still ask raters to catch ‘dupes’ In Fact… There’s a whole section of the guidelines dedicated to them 2017

43. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Near-Dupes are still doing strange things John Mu at International Search Summit § Nearly the same but not the same still causes confusion § Particularly problematic on internationalisation § But applies to all sites with pages not the same but ’nearly-‐the-‐same’ 2017

44. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Reduce crawling and wasted resources to low importance WHOLE site branches / sections Transitive Nature? and Dynamic Web Nature Conflicts § Dynamic web nature negates transitive nature? § A whole site section deemed low quality may be crawled less § The ‘transitive’ nature of near-‐ duplicates (not all agree) § Search engines will pick one page & drop the others § Brands have less control § Reduced crawling means it may take a while to fix Transitive -‐ A == B + B == C then A == C 2016 2010

45. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle DUPLICATE CONTENT & CANONICALS

46. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Enter the Canonical Tag - Otherwise Known As… RFC 6596 ‘THE CANONICAL LINK RELATION’ 2012

47. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle ‘The Canonical Link Relation’ – RFC6596 Is Still Adhered To 2017

48. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle But there are many signals at play CANONICALIZATION § Canonical tag (HINT) § 30X redirects (DIRECTIVE) § Href lang (HINT) § HTTPS protocol (Preferred over HTTP protocol) § Global canonicalization rules (Likely automatic e.g. convert to lower case) These are ALL types of canonicalization (DIRECTIVES or ‘HINTS’ 2012

49. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle You Must Align All Of These Signals To Get This Right

50. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle There Are Many Signals To Consider In Canonicalization 404 & 410 301 302, 303, 307 Valid canonical from ‘context’ URL to valid target Fall back to default pre ‘Canonical Link Relation’duplicate handling signals Valid href lang (if present and applicable) Manual Action SUPER STRONG STRONG -‐ DIRECTIVE STRONG -‐ DIRECTIVE STRONG -‐ DIRECTIVE STRONG -‐ HINT STRONG -‐ HINT DEFAULT ALL NEED TO BE IN UNISON HTTPS (Google Specific)

51. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle + Interviews with - 5 International SEOs working on ecommerce sites with >100k URLs & > 10 years SEO experience 2017 SEO Survey 339 SEOs Objective -‐ “Understand how SEOs handle near-‐duplicate content and explore experiences with it”

52. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Q: Canonicalization is an Easy Concept to Understand? 76% of SEOs surveyed considered;; “CANONICALIZATION IS AN EASY CONCEPT TO UNDERSTAND” 2017

53. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle LESS THAN 50% of SEOs surveyed considered;; “CANONICALIZATION IS ADVANCED TECHNICAL SEO” Q: Is canonicalization advanced technical SEO? 2017

54. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle 50% OF SEO’S “SEARCH ENGINES HAVE IGNORED CANONICAL TAGS THEY HAD IMPLEMENTED” Q: Have Search Engines Ever Ignored Canonical Tags? 2017

55. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle ON WHAT IS CANONICALIZATION … And what is not But… There Seemed To Be A Lot of Misunderstanding 2017

56. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Q: Is Rel = Next/Prev a form of canonicalization? 47% of SEOs categorizing themselves as ‘TECHNICAL SEO’s considered;; “REL=NEXT / REL = PREV” IS A FORM OF CANONICALIZATION -- IT’S NOT -- 2017

57. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Q: Which 30X Are Forms of Canonicalization? Lots weren’t sure whether;; “301s AND 302s ARE BOTH A FORM OF CANONICALIZATION” -- THEY ARE -- 2017

58. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Q: Is HRef Lang A Form of Canonicalization? ONLY 64% of SEOs categorizing themselves as ‘TECHNICAL SEO’s considered;; “HREF LANG IS A FORM OF CANONICALIZATION” -- IT IS -- 2017

59. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle CANONICAL IS NOT ALWAYS SIMPLE

60. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Google’s Maile Ohye on ‘How To Hire An SEO’

61. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Without &filter=0 Appended to end of Query https://www.google.co.uk/search?q=red+dress es+size+10+long+sleeves&oq=red+dresses+siz e+10+long+sleeves&aqs=chrome.0.69i59.1257 0j0j7&sourceid=chrome&ie=UTF-‐8 NOBODY HAS MORE THAN ONE LISTING RED DRESSES SIZE 10 LONG SLEEVE QUERY

62. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle With &filter=0 Appended to end of Query https://www.google.co.uk/search?q=red+size+1 0+dresses+long+sleeves&oq=red+size+10+dress es+long+sleeves&aqs=chrome..69i57.13605j0j7& sourceid=chrome&ie=UTF-‐8&filter=0 ALL SITES HAVE AT LEAST 2 LISTINGS MISSED OPPORTUNITIES ON THE ‘LONG TAIL’

63. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle CHOICE - Q: Giving consumers lots of choices is good? § Output more items in ecommerce product listings? § Potentially ‘overwhelming’ the consumer? § Drop pagination? § Giving consumers lots of choices? 2017 48% THOUGHT GIVING CONSUMERS LOTS OF CHOICES WAS GOOD

64. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle The majority of SEOs surveyed considered;; “OUTPUTTING MORE ITEMS IS BETTER FOR SEO” 2017

65. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SEOs – What is the best number of products to display together? 71% of SEOs thought; “> 24 products displayed together was best” Only 3% thought; “6 products displayed together was best” 2017

66. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle THAT’S A LOT TO CHOOSE FROM TOGETHER

67. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SEO Familiarity With Consumer Choice Theory Concepts 2017 Only 19% of SEOs surveyed were aware of ‘elimination by aspects’ Only 25% were aware of ‘lure of choice’ Only 37% were aware of ‘task-‐ complexity In choosing’ Objective -‐ “Investigate awareness of consumer choice theory concepts amongst SEOs”

68. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle AN ENDLESS LOOP? SEO’s – More options == (Crawl yield & content richness, rank higher) CONSUMER CHOICE THEORIST Limit options == (Reduce Choice overload, Use Heuristics, sell more)

69. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle HOW TO RESOLVE?

70. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle 2017 HEURISTICS TO HELP FIND THINGS ARE NOW HIGH PRIORITY

71. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle AND…A POMERAINBOW WILL APPEAR WE NEED TO HELP BOTH HUMANS & SEARCH ENGINES Credit: @jpsherman

72. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SEARCH ENGINES LOVE CATEGORIZATION

73. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle The ‘Mere’ Categorization Effect (Phenomenon) FTW § Decline of desktop § Horrendous PC shipment decline § Mobile overtaking search § More searches on mobile than desktop now CLEAR LABELLING FOR THE WIN ‘Signposting & Identified Top-‐Tasks’ Simply by labelling products / items as being part of a category regardless of label appears to increase perception of variety & positive experience (Mogliner et al, 2003) THE COMMON HAPPY GROUND BETWEEN HUMANS AND SEARCH ENGINES

74. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SORT OUT YOUR LIBRARY SYSTEM & IDENTIFY GAPS

75. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle KEEP THE SCENT GOING

76. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle FRONT AND CENTRE SUBCATEGORY DRILL DOWN Nobody buys a ‘dresses’

77. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle GOOGLE FLIGHTS

78. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle DATA GOLDMINE

79. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle HEURISTICS – TAKE A LOAD OFF

80. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SEARCH ENGINES & HUMANS BOTH LOVE LOGICAL & CONCEPTUAL LABELLING SYSTEMS LABELS REPRESENT LARGER ‘CHUNKS’ OF INFORMATION / CONCEPTS Mental Modelling

81. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle LABELLING SYSTEM HEURISTICS

82. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Homonyms contribute to need for query refinement HOMONYMS –WORDS THAT ARE SPELT OR PRONOUNCED THE SAME BUT HAVE DIFFERENT MEANINGS ROSE EVENING WATCH SINK BACK ARMS BOW CHECK Here’s some examples

84. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle QUERY REFINEMENT (WITH LOGIC) FOR SUBCATEGORIES IN SERPS DISTINCTION BY COLOUR REDUCES ‘TOO SIMILAR’

85. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle GLOBAL NAVIGATION STRENGTH WHOLE AUDIENCE WIDE ‘TOP TASKS’ – WHOLE ‘THEME’ STRENGTH

86. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle LOCAL NAVIGATION RELEVANCE TABLE OF CONTENTS STYLE IN PAGE NAVIGATIONAL HEURISTIC FOR SEARCH ENGINE AND HUMAN PAGINATED TAB THROUGH ON SECTIONS OF REVIEW MICRO-‐TASK RELEVANCE

87. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle LOCALISED NAVIGATION

88. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SECTIONAL HEURISTICS IN ACTION

89. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle The H’s – Bringing Order THEY’RE NOT JUST THERE FOR SEARCH ENGINES. HUMANS NEED LOGICALLY LABELLED SECTIONS TOO

91. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle TASER THE MIXED- UP LABELLING SYSTEM SCREAMING CONFUSING INFO

92. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Make it easy… for people to find things 2017 PEOPLE ARE USING HEURISTICS -‐ PARTICULARLY SITE SEARCH & CATEGORIES

93. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SITE SEARCH

94. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SITE SEARCH: FRONT AND CENTRE Econsultancy research reports conversion rate doubles to 4.63% from people who used on-site search and found what they were looking for https://moz.com/blog/on-‐site-‐search

95. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle STICKY…ALWAYS THERE… ASSISTIVE SEARCH BOX OR IN SPECIFIC SITE ‘ZONES’

97. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle INTELLIGENT INTERNAL LINKING

98. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle TOP & BOTTOM BREADCRUMBS TOO FTW ANCHORS IN BREADCRUMBS ARE LABELS TOO INTELLIGENT INTERNAL LINKING

99. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SUPPLEMENTARY CONTENT A LIST LABELS ANCHORS RELEVANCE RELEVANCE MUST BE HIGH TO CONTENT TO GET FULL BENEFIT INTELLIGENT INTERNAL LINKING

100. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle BUILD STRONGLY CONNECTED COMPONENTS Source: Broder, A., Kumar, R., Maghoul, F., Raghavan, P., Rajagopalan, S., Stata, R., Tomkins, A. and Wiener, J., 2000. Graph structure in the web. Computer networks, 33(1), pp.309-320. BOWTIE OF THE WEB STRONGLY CONNECTED COMPONENT INTELLIGENT INTERNAL LINKING

101. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle GOOGLE FLIGHTS STATIC DYNAMIC & USER RELEVANT INTELLIGENT INTERNAL LINKING

102. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle INTELLIGENT INTERNAL LINKING

103. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle MANY WAYS TO FIND ROUTES TO TARGET URLS WITH INFO DISPLAYS BY POSTCODE, BY TOWN, BY COUNTY, BY FIRST LETTER INTELLIGENT INTERNAL LINKING

104. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle THIS HTML SITEMAP SECTION CHANGES ON RELOAD INTELLIGENT INTERNAL LINKING

105. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle GB RU CN GB AU IT GB ZERO PRODUCT PAGES -‐ NIL -‐ NADA -‐ NONE NEWS WOMENS CATEGORIES (PRODUCT TYPES, INDIVIDUAL BRANDS & A-‐Z BRANDS) MENS CATEGORIES (PRODUCT TYPES, INDIVIDUAL BRANDS & A-‐Z BRANDS) Asos XML SITEMAP SERIES STRATEGY FOR EACH INTELLIGENT INTERNAL LINKING

106. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle BE IN CONTROL OF WHAT’S AT THE TOP DATA & KPI DRIVEN PRIORITIES

107. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle ARE REVIEWS WORTH IT?

108. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle ARTIFICIAL INTELLIGENCE & RECOMMENDER SYSTEMS

109. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle ONLY 4 OPTIONS FOR DRESSES

110. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle AI PRODUCT RECOMMENDER CHATBOTS CHINESE ECOMMERCE SITE JD.COM (JINGDONG) DRASTICALLY INCREASED CONVERSIONS USING XIAOICE MICROSOFT CHATBOT TO ’SUGGEST’ LIMITED PRODUCTS TO USERS

111. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle There Are Still Several Challenges With Contextual Semantic Search 2017Source: Keynote WSDM2017 -‐ Ricardo Baeza-‐Yates

112. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle POMERANIAN OR PANCAKE? AI CAN’T EVEN UNDERSTAND… YET…

113. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Take-Away Most mobile device screens are 4 – 4.5” Increasingly intelligent ‘bullseye’ heuristics in a limited space for humans & search engines are needed REMEMBER WE MAY EVEN NEED TO… TALK TO OTHER DEPARTMENTS

114. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Thank You

115. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle APPENDIX

116. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle With canonicals the ‘context’ URL (canonicalizing FROM) needs to be either duplicative or a subset (small part) of the superset content (bigger part including the subset content) of the URL it is canonicalizingTO EXAMPLE: If canonicalizing blue shoes size 4 to blue shoes but blue shoes size 4 is not mentioned in the blue shoes page, the content from blue shoes size 4 canonicalized from will not be included and the page will not rank for blue shoes size 4 COMMON CANONICAL MISTAKES BE CAREFUL WHEN AUTO-‐ CANONICALIZING ‘FILTERS’ TO CATEGORIES

117. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Don’t canonicalize from the pages in a paginated series to page1 in the series. These are not duplicates and the content in the series will not be counted. ONLY self-‐reference the pages with canonicals or canonicalize to page=“all” COMMON CANONICAL MISTAKES REL=NEXT/PREV IS A DIFFERENT TYPE OF RELATIONSHIP TO REL=CANONICAL

118. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Don’t canonicalize from an ”index” to a “noindex or vice-‐versa because this means the pages are NOT the same. The canonical will likely be ignored COMMON CANONICAL MISTAKES

119. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle If “href lang” references an alternative which does not match a canonical link the canonical will likely be ignored COMMON CANONICAL MISTAKES CANONICALS CAN BE CROSS-‐DOMAIN BUT THIS ONLY APPLIES TO GOOGLE SEARCH ENGINE. NOT BING

120. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle If a canonical is not deemed to be valid there is likelihood the pre-‐RFC6596 Canonical Link Relation treatment of duplicates and near-‐duplicates will be applied: Such as ‘internal links’ COMMON CANONICAL MISTAKES

121. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle TAKE AWAY § Stagnation of desktop § Increasingly limited space § Increasingly limited attention § Increasingly limited time § Increasing competition for prospect attention Revisit ‘Labelling’ on global navigation, syntax, local navigation, internal link labelling and count, implement internal site search, be ‘DISTINCT’ in labels Understand ‘heuristics’ are needed in the absence of a well pre-‐ empted ‘best fit’ of products in a small screen 2017 GOOD PRINCIPLES OF INFORMATION ARCHITECTURE

122. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Revisit Parameter Handling & Understanding Canonicalization “IS PARAMETER-‐HANDLING A WAY TO HELP GOOGLE BUILD A SET OF ‘DUSTBUSTER CRAWLING RULES’ EARLY?” Tell Google about your duplicate content

123. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle CONFUSING DUPLICATE, NEAR-‐ DUPLICATE (DUST) AND SIMILAR CONTENT COULD COST YOU DEARLY Maybe a lot of people confuse by duplicates? § Be careful about canonicalizing when unnecessary § Duplicate content is query and category agnostic § Similar is not duplicate § You may still have the answers to different queries based on a small important difference § AT LEAST 4 TYPES OF DUPLICATE CONTENT 2017

124. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle REFERENCES

125. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle References & Sources Bown, N.J., Read, D. and Summers, B., 2003. The lure of choice. Journal of Behavioral Decision Making, 16(4), p.297. Mochon, D., 2013. Single-‐option aversion. Journal of Consumer Research, 40(3), pp.555-‐566. Fetterly, D., Manasse, M. and Najork, M., 2003. On the evolution of clusters of near-‐duplicate web pages. Journal of Web Engineering, 2(4), pp.228-‐246.

126. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle References & Sources Schwartz, B., 2004, January. The paradox of choice: Why more is less. New York: Ecco. Tversky, A., 1972. Elimination by aspects: A theory of choice. Psychological review, 79(4), p.281. Iyengar, S.S. and Lepper, M.R., 2000. When choice is demotivating: Can one desire too much of a good thing?. Journal of personality and social psychology, 79(6), p.995. Mogilner, C., Rudnick, T. and Iyengar, S.S., 2008. The mere categorization effect: How the presence of categories increases choosers' perceptions of assortment variety and outcome satisfaction. Journal of Consumer Research, 35(2), pp.202-‐215.

127. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle References & Sources Greifeneder, R., Scheibehenne, B. and Kleber, N., 2010. Less may be more when choosing is difficult: Choice complexity and too much choice. Acta psychologica, 133(1), pp.45-‐50. Langner, T. and Krengel, M., 2013. The mere categorization effect for complex products: The moderating role of expertise and affect. Journal of Business Research, 66(7), pp.924-‐932. http://www.seobythesea.com/2008/02/new-‐google-‐process-‐for-‐detecting-‐ near-‐duplicate-‐content/ Pugh, W. and Henzinger, M.H., Google Inc., 2016. Detecting duplicate and near-‐duplicate files. U.S. Patent 9,275,143.

128. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle References & Sources Alonso, O., Fetterly, D. and Manasse, M., 2013, December. Duplicate news story detection revisited. In Asia Information Retrieval Symposium (pp. 203-‐ 214). Springer Berlin Heidelberg. Dhar, R., 1997. Consumer preference for a no-‐choice option. Journal of Consumer Research, 24(2), pp.215-‐231. RFC 5988 – The Canonical Relation Link -‐ https://tools.ietf.org/html/rfc5988 http://rathergood.com/2016/04/04/northern-‐kittens-‐play-‐independent-‐ woman-‐as-‐covered-‐by-‐elbow/

MOZCON 2017 WINNING WITH CHOICE & INFORMATION SYSTEMS FOR BOTH CRAWLERS & CONSUMERS

Dawn Anderson MSc DigM

MOZCON 2017 WINNING WITH CHOICE & INFORMATION SYSTEMS FOR BOTH CRAWLERS & CONSUMERS