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BrightonSEO - How to use XPath with eCommerce Websites

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BrightonSEO April 7th 2017. Janet Plumpton - How to use XPath for eCommerce Websites.

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BrightonSEO - How to use XPath with eCommerce Websites

  1. 1. Janet Plumpton MISSGUIDED How to use XPath with e-commerce Websites @PlumJans
  2. 2. make the most from website code for e-commerce SEO #brightonSEO@PlumJans https://www.slideshare.net/JanetPlumpton
  3. 3. #brightonSEO@PlumJans XPath = XML Path Language the easy way to pluck data contained in HTML pages
  4. 4. #brightonSEO@PlumJans what does it look like? //@href //H2 //span[@itemprop=’ratingValue’]
  5. 5. #brightonSEO@PlumJans a few standard uses for XPath extraction
  6. 6. #brightonSEO@PlumJans extracting schema code 58 reviews
  7. 7. #brightonSEO@PlumJans scraping product SKUs Product number: A2502222 Product number: DE911161 Product number: R9335328 Product number: A2502826 Product number: DD910086
  8. 8. #brightonSEO@PlumJans exporting specific page copy CATEGORY COPY PRODUCT COPY
  9. 9. #brightonSEO@PlumJans backlink auditing
  10. 10. #brightonSEO@PlumJans monitoring social activity
  11. 11. #brightonSEO@PlumJans scraping dates from blog posts BLOG POST VISITS YEAR http://www.missguided.co.uk/blog/fashion/blog-six 267 2017 http://www.missguided.co.uk/blog/fashion/blog-two 146 2012 http://www.missguided.co.uk/blog/fashion/blog-four 682 2015 http://www.missguided.co.uk/blog/fashion/blog-three 214 2015 http://www.missguided.co.uk/blog/fashion/blog-five 16 2016 http://www.missguided.co.uk/blog/fashion/blog-one 86 2011
  12. 12. #brightonSEO@PlumJans the very useful tool kit
  13. 13. #brightonSEO@PlumJans SEO TOOLS FOR EXCEL the very useful tool kit
  14. 14. #brightonSEO@PlumJans SEO TOOLS FOR EXCEL SCREAMING FROG the very useful tool kit
  15. 15. #brightonSEO@PlumJans SEO TOOLS FOR EXCEL SCREAMING FROG INSPECT ELEMENT the very useful tool kit
  16. 16. #brightonSEO@PlumJans SEO TOOLS FOR EXCEL SCREAMING FROG SCRAPER EXTENSION INSPECT ELEMENT the very useful tool kit
  17. 17. #brightonSEO@PlumJans SEO TOOLS FOR EXCEL SCREAMING FROG SCRAPER EXTENSION INSPECT ELEMENT GOOGLE SHEETS the very useful tool kit
  18. 18. #brightonSEO@PlumJans If you are new to XPath…
  19. 19. #brightonSEO@PlumJans …simply open a Google Sheet Data XPath Page Title =ImportXML("URL","//title[1]") Meta Description =ImportXML("URL","//meta[@name='description']/@content") H1 Heading =ImportXML("URL"; "//*[@name='h1'] ")
  20. 20. @PlumJans 4 scraping tips for e-commerce websites time is money #brightonSEO
  21. 21. #brightonSEO@PlumJans #1
  22. 22. #brightonSEO@PlumJans It can be a shock to discover valuable traffic going to empty categories
  23. 23. #brightonSEO@PlumJans products per category mark-up
  24. 24. #brightonSEO@PlumJans //span[@class='js-cascade-label-max'] GOOGLE SHEETS =IMPORTXML("URL", "//span[@class='js-cascade-label-max']") SEO TOOLS FOR EXCEL =XPathOnURL("URL", "//span[@class='js-cascade-label-max']")
  25. 25. #brightonSEO@PlumJans couple this data up with traffic per URL
  26. 26. #brightonSEO@PlumJans 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 A B C D E F G H I J K Traffic and Styles per Category Organic Traffic Styles
  27. 27. #brightonSEO@PlumJans #2
  28. 28. #brightonSEO@PlumJans number of products in a site search URL
  29. 29. #brightonSEO@PlumJans recreate search URLs in Excel Search Terms Site Search URL String + Search Terms red bodysuit domain.co.uk/search?q= red+bodysuit white blazer dress domain.co.uk/search?q= white+blazer+dress khaki bomber jackets domain.co.uk/search?q= khaki+bomber+jackets export site searches from GA
  30. 30. #brightonSEO@PlumJans are you presenting fewer products on landing pages? yes or no?
  31. 31. #brightonSEO@PlumJans #3
  32. 32. #brightonSEO@PlumJans which on page elements perform better? compare metrics
  33. 33. #brightonSEO@PlumJans do product pages convert better with videos?
  34. 34. #brightonSEO@PlumJans //*[@id="product-media"]/a[1]/text() Address Videos /premium-white-plunge-neck-zip-through-bodycon-dress play video /silky-plunge-wrap-shift-dress-red play video /black-floral-print-strappy-midi-dress play video /peace-love-white-lace-high-neck-midi-dress play video /sequin-snake-high-neck-bodycon-dress-animal play video
  35. 35. #brightonSEO@PlumJans pick and choose what you want to scrape apply your metrics
  36. 36. #brightonSEO@PlumJans #4
  37. 37. #brightonSEO@PlumJans out of stock products are they getting lots of traffic?
  38. 38. #brightonSEO@PlumJans http://schema.org/OutOfStock what code sets your OOS pages apart? “Product out of Stock” find it
  39. 39. #brightonSEO@PlumJans apply average conversion rate (faint) products coming back? yes or no?
  40. 40. #brightonSEO@PlumJans and that’s it
  41. 41. make your day to day tasks easier by understanding your website code @PlumJans #brightonSEOhttps://www.slideshare.net/JanetPlumpton

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