BrightonSEO: Leveraging information architecture for Ecommerce SEO

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This document discusses leveraging information architecture for ecommerce SEO. It addresses the importance of category/product listing pages, opening these pages up to Googlebot, and leveraging keyword research. Specifically, it recommends allowing limited access to filters on category pages to improve searchability, developing canonicalization rules, and using keyword data to determine optimal product attributes and filters to structure category page filtering and content. The goal is to improve organic traffic to category pages by better utilizing information architecture principles.

Marketing

Leveraging Information
Architecture for
Ecommerce SEO
Michael Curtis | Gravity Global
SLIDESHARE.NET/MichaelCurtis46
@mickeyc84

IN THIS AGENDA
The role of the category page/PLP
Opening up content to Googlebot
Leveraging Keyword Research
© 2021 GRAVITY. ALL RIGHTS RESERVED

© 2021 GRAVITY. ALL RIGHTS RESERVED
“If I’m Searching ‘Pizza’, I’m not
looking for quality content
about Pizza.
I’m looking for Lunch”

© 2021 GRAVITY. ALL RIGHTS RESERVED
What is the right page type for this search?

© 2021 GRAVITY. ALL RIGHTS RESERVED
It’s a Category / Product listing page

© 2021 GRAVITY. ALL RIGHTS RESERVED
Which makes sense, right?

© 2021 GRAVITY. ALL RIGHTS RESERVED
Source:
SEMRush, Est.
Non-branded
traffic
Office.co.uk
PLP
78%
Product
Page
12%
Homepage
10%

© 2021 GRAVITY. ALL RIGHTS RESERVED
So why do most ecommerce sites do this?

IN THIS AGENDA
The role of the category/PLP page
Opening up content to Googlebot
Leveraging Keyword Research
© 2021 GRAVITY. ALL RIGHTS RESERVED

© 2021 GRAVITY. ALL RIGHTS RESERVED
The n^n problem
101 links =
101^101 possible URL
combinations….

© 2021 GRAVITY. ALL RIGHTS RESERVED
Or…..

© 2021 GRAVITY. ALL RIGHTS RESERVED
The quickest fix

© 2021 GRAVITY. ALL RIGHTS RESERVED
Aside: What about URLS without a ?query=
string

© 2021 GRAVITY. ALL RIGHTS RESERVED
If Amazon did this….

© 2021 GRAVITY. ALL RIGHTS RESERVED
We want to…
Let Googlebot index into the filters in a
controlled fashion, to ensure customers get a
great landing page experience

© 2021 GRAVITY. ALL RIGHTS RESERVED
Better Canonical logic
/categories/trainers?colour=white ✅
/categories/trainers?colour=white&maxPrice=150❌
(canonicalise to /categories/trainers?colour=white)

© 2021 GRAVITY. ALL RIGHTS RESERVED
Nofollow internal links after 1 level deep

© 2021 GRAVITY. ALL RIGHTS RESERVED
Backup plan - Blocking in Robots.txt

© 2021 GRAVITY. ALL RIGHTS RESERVED
What if searchers look for 2 or more ‘things’
?Colour=white&
maxprice=30

© 2021 GRAVITY. ALL RIGHTS RESERVED
What about?
?colour=white&maxprice=30
?maxprice=30&colour=white

© 2021 GRAVITY. ALL RIGHTS RESERVED
Extra Step: Figuring out a way to order the
parameters

© 2021 GRAVITY. ALL RIGHTS RESERVED
The end result…

© 2021 GRAVITY. ALL RIGHTS RESERVED
Stop blanket canonicalising
Develop rules to give Gbot limited
access
Template the page

© 2021 GRAVITY. ALL RIGHTS RESERVED
Somewhere is a database table that looks like
this…

© 2021 GRAVITY. ALL RIGHTS RESERVED
Where are these columns coming from?
• Manufacturer's data CSV
• UX designer's ‘Qualitative’ research

© 2021 GRAVITY. ALL RIGHTS RESERVED
Keyword Research
should drive it.

© 2021 GRAVITY. ALL RIGHTS RESERVED
Building a keyword matrix

© 2021 GRAVITY. ALL RIGHTS RESERVED
Natural Language Processing can speed it up

© 2021 GRAVITY. ALL RIGHTS RESERVED
Work with Developers to integrate into
database (the ‘database schema’)

© 2021 GRAVITY. ALL RIGHTS RESERVED
Open up filters to Google.
Use Keyword data to define what
filters should be.
Profit

© 2021 GRAVITY. ALL RIGHTS RESERVED
Thank you
@mickeyc84

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