When Your Inventory Changes: SEO Tips For Changing Product Pages

Aleyda Solís
Aleyda SolísInternational SEO Consultant & Founder at Orainti
#productseo at #smxwest by @aleyda from @orainti
When Your
Inventory
Changes: SEO
Tips For
Changing
Product Pages
#productseo at #smxwest by @aleyda from @orainti
#productseo at #smxwest by @aleyda from @orainti
All paths of your site lead to your products
pages, which can make or break conversions
#productseo at #smxwest by @aleyda from @orainti
Your products pages are valuable
to attract bottom of the funnel searches
Semrush
#productseo at #smxwest by @aleyda from @orainti
… that can be
highly profitable to
target at an
aggregated basis
Semrush
#productseo at #smxwest by @aleyda from @orainti
Attractive
product pages
tend to be also
highly shared
and a magnet
for backlinks
Moz
#productseo at #smxwest by @aleyda from @orainti
… which can end up making them some
of your top ones traffic wise too
Semrush
#productseo at #smxwest by @aleyda from @orainti
As happens with Target
Semrush
#productseo at #smxwest by @aleyda from @orainti
However, due to their high number and
dynamic inventory is easy to generate errors
sistrix
#productseo at #smxwest by @aleyda from @orainti
Caused by a
lack of
consistency
when handling
their http
status
#productseo at #smxwest by @aleyda from @orainti
Internal linking
issues, by
pointing to
non-canonical
products URLs
versions
#productseo at #smxwest by @aleyda from @orainti
Entirely
leaving them
out of the
crawlable Web
structure
#productseo at #smxwest by @aleyda from @orainti
Or letting them eat your crawl budget while
being excluded from the search index
#productseo at #smxwest by @aleyda from @orainti
Negatively affecting the number of crawled
pages that bring organic search traffic value
Indexable URLs that don’tIndexable URLs that attract organic search traffic
#productseo at #smxwest by @aleyda from @orainti
And ultimately, making you to lose money
#productseo at #smxwest by @aleyda from @orainti
Let’s see a few ways to handle products
inventory changes to minimize
SEO issues while maximizing benefits
#productseo at #smxwest by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti
When a
product is
released…
#productseo at #smxwest by @aleyda from @orainti
Before creating
a new URL,
establish rules
to validate if
the product
existed in the
past to leverage
its old URL
instead
#productseo at #smxwest by @aleyda from @orainti
If the product is just a variation of an existing one,
that is or can become a non-indexable attribute
#productseo at #smxwest by @aleyda from @orainti
Or if it can target specific queries w/ enough
search volume, worthy to index and rank for
#productseo at #smxwest by @aleyda from @orainti
If so, differentiate them to be specifically relevant
to target and rank for these characteristics
#productseo at #smxwest by @aleyda from @orainti
Enable them to be listed and linked from relevant
indexable category/sub-category & brand pages
#productseo at #smxwest by @aleyda from @orainti
Making sure to that they fit from a topic and
hierarchy perspective, w/ clear navigation path
#productseo at #smxwest by @aleyda from @orainti
These categories/facets should be linked through
their canonical URLs, avoiding URLs parameters
Don’t link to
canonicalized
Category URLs
#productseo at #smxwest by @aleyda from @orainti
Linking and including in the XML sitemaps
the original products URLs too
Don’t link to
canonicalized
Product URLs
#productseo at #smxwest by @aleyda from @orainti
Highlighting further as a latest release, besides
making them easily findable via internal search
#productseo at #smxwest by @aleyda from @orainti
For popular items, launch the product page with a
"coming soon” before the release to promote it
Use the
final product
URL to promote
it previous
launch
#productseo at #smxwest by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti
When the
product is
sold…
#productseo at #smxwest by @aleyda from @orainti
Monitor if the products pages rank for too
broad queries, causing cannibalization issues
#productseo at #smxwest by @aleyda from @orainti
They can
negatively affect
not only their
own rankings
but also give a
sub-optimal
experience with
a too specific
page
#productseo at #smxwest by @aleyda from @orainti
This can help identify relevance & differentiation
issues between products & categories
vs
#productseo at #smxwest by @aleyda from @orainti
Or also
linking
mismatch
between the
relevant
category vs.
the product
pages
#productseo at #smxwest by @aleyda from @orainti
As well as to detect a lack of indexable
categories/facets that should target these queries
#productseo at #smxwest by @aleyda from @orainti
Like in this case, since they’re targeted by
indexable internal search results instead
#productseo at #smxwest by @aleyda from @orainti
Facets should become indexable if there are
enough products to feature and search potential
#productseo at #smxwest by @aleyda from @orainti
It should be
about their
supply and
demand
#productseo at #smxwest by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti
When the
product goes
out of
stock…
#productseo at #smxwest by @aleyda from @orainti
All internal
links going to
any out of
stock product
pages, as well
as internal
search and
XML sitemap
inclusion should
be eliminated
#productseo at #smxwest by @aleyda from @orainti
If it’s a temporary
status or you’re
unsure, the
product page
should remain
indexable,
allowing users to
be notified when
it comes back,
recommending
related products
#productseo at #smxwest by @aleyda from @orainti
The product page structured data should always
include the latest status, including “out of stock”
#productseo at #smxwest by @aleyda from @orainti
If it’s permanent & the page has backlinks, traffic
or conversions, 301-redirect to parent category
Add a
notification when
redirecting
explaining the out
of stock status
to the user
#productseo at #smxwest by @aleyda from @orainti
Another option is 301-redirecting to a similar
product but can cause chain redirects in long run
#productseo at #smxwest by @aleyda from @orainti
Avoid 302
redirects to
make sure you
pass the old
product page
value while
making sure the
destination
actually works
and is relevant
Don’t do
this
#productseo at #smxwest by @aleyda from @orainti
Don’t show 404s for out of stock products
w/ backlinks, you miss value & is bad experience
#productseo at #smxwest by @aleyda from @orainti
You can use 410 http status for permanent out of
stock pages with no backlinks nor rankings/traffic
Personalize
your error page
to be usable
and relevant
#productseo at #smxwest by @aleyda from @orainti
All internal links, internal search or xml sitemap
inclusion of these URLs should be eliminated
#productseo at #smxwest by @aleyda from @orainti
Set rules to
tackle these
scenarios
systemically
within your
platform
#productseo at #smxwest by @aleyda from @orainti
Schedule continuous crawls to run & be delivered
automatically to identify remaining issues
Ryte
#productseo at #smxwest by @aleyda from @orainti
Set real time
SEO monitoring
and alerts, to
be warned if
your product
pages change
their status
Little warden & content king
#productseo at #smxwest by @aleyda from @oraintiLittle warden & content king
Integrate Web
traffic and rankings
data to alerts
validations,
prioritizing the
ones of those
product pages with
certain minimum
value
#productseo at #smxwest by @aleyda from @oraintiZapier, Integromat
Set the alerts to
be directly
delivered to your
communication or
PM system to
facilitate their
validation
#productseo at #smxwest by @aleyda from @orainti
It's about aligning your products
pages optimization to their life cycle
#productseo at #smxwest by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti
To miminize crawlability, indexability, rankings
and user search experience issues…
#productseo at #smxwest by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti
… while
maximizing their
impact and value
from an organic
traffic and
conversion
perspective
#productseo at #smxwest by @aleyda from @orainti
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal
* Crawling Mondays YouTube Channel Host
* #SEOFOMO Newsletter Wrapper
* European Search Personality of the Year in 2018
I’m Aleyda Solis, SEO Consultant
& Founder at Orainti
www.orainti.com
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When Your Inventory Changes: SEO Tips For Changing Product Pages

  • 1. #productseo at #smxwest by @aleyda from @orainti When Your Inventory Changes: SEO Tips For Changing Product Pages #productseo at #smxwest by @aleyda from @orainti
  • 2. #productseo at #smxwest by @aleyda from @orainti All paths of your site lead to your products pages, which can make or break conversions
  • 3. #productseo at #smxwest by @aleyda from @orainti Your products pages are valuable to attract bottom of the funnel searches Semrush
  • 4. #productseo at #smxwest by @aleyda from @orainti … that can be highly profitable to target at an aggregated basis Semrush
  • 5. #productseo at #smxwest by @aleyda from @orainti Attractive product pages tend to be also highly shared and a magnet for backlinks Moz
  • 6. #productseo at #smxwest by @aleyda from @orainti … which can end up making them some of your top ones traffic wise too Semrush
  • 7. #productseo at #smxwest by @aleyda from @orainti As happens with Target Semrush
  • 8. #productseo at #smxwest by @aleyda from @orainti However, due to their high number and dynamic inventory is easy to generate errors sistrix
  • 9. #productseo at #smxwest by @aleyda from @orainti Caused by a lack of consistency when handling their http status
  • 10. #productseo at #smxwest by @aleyda from @orainti Internal linking issues, by pointing to non-canonical products URLs versions
  • 11. #productseo at #smxwest by @aleyda from @orainti Entirely leaving them out of the crawlable Web structure
  • 12. #productseo at #smxwest by @aleyda from @orainti Or letting them eat your crawl budget while being excluded from the search index
  • 13. #productseo at #smxwest by @aleyda from @orainti Negatively affecting the number of crawled pages that bring organic search traffic value Indexable URLs that don’tIndexable URLs that attract organic search traffic
  • 14. #productseo at #smxwest by @aleyda from @orainti And ultimately, making you to lose money
  • 15. #productseo at #smxwest by @aleyda from @orainti Let’s see a few ways to handle products inventory changes to minimize SEO issues while maximizing benefits
  • 16. #productseo at #smxwest by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti When a product is released…
  • 17. #productseo at #smxwest by @aleyda from @orainti Before creating a new URL, establish rules to validate if the product existed in the past to leverage its old URL instead
  • 18. #productseo at #smxwest by @aleyda from @orainti If the product is just a variation of an existing one, that is or can become a non-indexable attribute
  • 19. #productseo at #smxwest by @aleyda from @orainti Or if it can target specific queries w/ enough search volume, worthy to index and rank for
  • 20. #productseo at #smxwest by @aleyda from @orainti If so, differentiate them to be specifically relevant to target and rank for these characteristics
  • 21. #productseo at #smxwest by @aleyda from @orainti Enable them to be listed and linked from relevant indexable category/sub-category & brand pages
  • 22. #productseo at #smxwest by @aleyda from @orainti Making sure to that they fit from a topic and hierarchy perspective, w/ clear navigation path
  • 23. #productseo at #smxwest by @aleyda from @orainti These categories/facets should be linked through their canonical URLs, avoiding URLs parameters Don’t link to canonicalized Category URLs
  • 24. #productseo at #smxwest by @aleyda from @orainti Linking and including in the XML sitemaps the original products URLs too Don’t link to canonicalized Product URLs
  • 25. #productseo at #smxwest by @aleyda from @orainti Highlighting further as a latest release, besides making them easily findable via internal search
  • 26. #productseo at #smxwest by @aleyda from @orainti For popular items, launch the product page with a "coming soon” before the release to promote it Use the final product URL to promote it previous launch
  • 27. #productseo at #smxwest by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti When the product is sold…
  • 28. #productseo at #smxwest by @aleyda from @orainti Monitor if the products pages rank for too broad queries, causing cannibalization issues
  • 29. #productseo at #smxwest by @aleyda from @orainti They can negatively affect not only their own rankings but also give a sub-optimal experience with a too specific page
  • 30. #productseo at #smxwest by @aleyda from @orainti This can help identify relevance & differentiation issues between products & categories vs
  • 31. #productseo at #smxwest by @aleyda from @orainti Or also linking mismatch between the relevant category vs. the product pages
  • 32. #productseo at #smxwest by @aleyda from @orainti As well as to detect a lack of indexable categories/facets that should target these queries
  • 33. #productseo at #smxwest by @aleyda from @orainti Like in this case, since they’re targeted by indexable internal search results instead
  • 34. #productseo at #smxwest by @aleyda from @orainti Facets should become indexable if there are enough products to feature and search potential
  • 35. #productseo at #smxwest by @aleyda from @orainti It should be about their supply and demand
  • 36. #productseo at #smxwest by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti When the product goes out of stock…
  • 37. #productseo at #smxwest by @aleyda from @orainti All internal links going to any out of stock product pages, as well as internal search and XML sitemap inclusion should be eliminated
  • 38. #productseo at #smxwest by @aleyda from @orainti If it’s a temporary status or you’re unsure, the product page should remain indexable, allowing users to be notified when it comes back, recommending related products
  • 39. #productseo at #smxwest by @aleyda from @orainti The product page structured data should always include the latest status, including “out of stock”
  • 40. #productseo at #smxwest by @aleyda from @orainti If it’s permanent & the page has backlinks, traffic or conversions, 301-redirect to parent category Add a notification when redirecting explaining the out of stock status to the user
  • 41. #productseo at #smxwest by @aleyda from @orainti Another option is 301-redirecting to a similar product but can cause chain redirects in long run
  • 42. #productseo at #smxwest by @aleyda from @orainti Avoid 302 redirects to make sure you pass the old product page value while making sure the destination actually works and is relevant Don’t do this
  • 43. #productseo at #smxwest by @aleyda from @orainti Don’t show 404s for out of stock products w/ backlinks, you miss value & is bad experience
  • 44. #productseo at #smxwest by @aleyda from @orainti You can use 410 http status for permanent out of stock pages with no backlinks nor rankings/traffic Personalize your error page to be usable and relevant
  • 45. #productseo at #smxwest by @aleyda from @orainti All internal links, internal search or xml sitemap inclusion of these URLs should be eliminated
  • 46. #productseo at #smxwest by @aleyda from @orainti Set rules to tackle these scenarios systemically within your platform
  • 47. #productseo at #smxwest by @aleyda from @orainti Schedule continuous crawls to run & be delivered automatically to identify remaining issues Ryte
  • 48. #productseo at #smxwest by @aleyda from @orainti Set real time SEO monitoring and alerts, to be warned if your product pages change their status Little warden & content king
  • 49. #productseo at #smxwest by @aleyda from @oraintiLittle warden & content king Integrate Web traffic and rankings data to alerts validations, prioritizing the ones of those product pages with certain minimum value
  • 50. #productseo at #smxwest by @aleyda from @oraintiZapier, Integromat Set the alerts to be directly delivered to your communication or PM system to facilitate their validation
  • 51. #productseo at #smxwest by @aleyda from @orainti It's about aligning your products pages optimization to their life cycle
  • 52. #productseo at #smxwest by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti To miminize crawlability, indexability, rankings and user search experience issues…
  • 53. #productseo at #smxwest by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti … while maximizing their impact and value from an organic traffic and conversion perspective
  • 54. #productseo at #smxwest by @aleyda from @orainti * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * Crawling Mondays YouTube Channel Host * #SEOFOMO Newsletter Wrapper * European Search Personality of the Year in 2018 I’m Aleyda Solis, SEO Consultant & Founder at Orainti www.orainti.com