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When Your Inventory Changes: SEO Tips For Changing Product Pages

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How can you optimize your products URLs to make the most out of them from a search and conversion perspective while avoiding the most common lifecycle issues of your inventory? Take a look!

Published in: Marketing

When Your Inventory Changes: SEO Tips For Changing Product Pages

  1. 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. 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. 3. #productseo at #smxwest by @aleyda from @orainti Your products pages are valuable to attract bottom of the funnel searches Semrush
  4. 4. #productseo at #smxwest by @aleyda from @orainti … that can be highly profitable to target at an aggregated basis Semrush
  5. 5. #productseo at #smxwest by @aleyda from @orainti Attractive product pages tend to be also highly shared and a magnet for backlinks Moz
  6. 6. #productseo at #smxwest by @aleyda from @orainti … which can end up making them some of your top ones traffic wise too Semrush
  7. 7. #productseo at #smxwest by @aleyda from @orainti As happens with Target Semrush
  8. 8. #productseo at #smxwest by @aleyda from @orainti However, due to their high number and dynamic inventory is easy to generate errors sistrix
  9. 9. #productseo at #smxwest by @aleyda from @orainti Caused by a lack of consistency when handling their http status
  10. 10. #productseo at #smxwest by @aleyda from @orainti Internal linking issues, by pointing to non-canonical products URLs versions
  11. 11. #productseo at #smxwest by @aleyda from @orainti Entirely leaving them out of the crawlable Web structure
  12. 12. #productseo at #smxwest by @aleyda from @orainti Or letting them eat your crawl budget while being excluded from the search index
  13. 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. 14. #productseo at #smxwest by @aleyda from @orainti And ultimately, making you to lose money
  15. 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. 16. #productseo at #smxwest by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti When a product is released…
  17. 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. 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. 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. 20. #productseo at #smxwest by @aleyda from @orainti If so, differentiate them to be specifically relevant to target and rank for these characteristics
  21. 21. #productseo at #smxwest by @aleyda from @orainti Enable them to be listed and linked from relevant indexable category/sub-category & brand pages
  22. 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. 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. 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. 25. #productseo at #smxwest by @aleyda from @orainti Highlighting further as a latest release, besides making them easily findable via internal search
  26. 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. 27. #productseo at #smxwest by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti When the product is sold…
  28. 28. #productseo at #smxwest by @aleyda from @orainti Monitor if the products pages rank for too broad queries, causing cannibalization issues
  29. 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. 30. #productseo at #smxwest by @aleyda from @orainti This can help identify relevance & differentiation issues between products & categories vs
  31. 31. #productseo at #smxwest by @aleyda from @orainti Or also linking mismatch between the relevant category vs. the product pages
  32. 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. 33. #productseo at #smxwest by @aleyda from @orainti Like in this case, since they’re targeted by indexable internal search results instead
  34. 34. #productseo at #smxwest by @aleyda from @orainti Facets should become indexable if there are enough products to feature and search potential
  35. 35. #productseo at #smxwest by @aleyda from @orainti It should be about their supply and demand
  36. 36. #productseo at #smxwest by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti When the product goes out of stock…
  37. 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. 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. 39. #productseo at #smxwest by @aleyda from @orainti The product page structured data should always include the latest status, including “out of stock”
  40. 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. 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. 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. 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. 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. 45. #productseo at #smxwest by @aleyda from @orainti All internal links, internal search or xml sitemap inclusion of these URLs should be eliminated
  46. 46. #productseo at #smxwest by @aleyda from @orainti Set rules to tackle these scenarios systemically within your platform
  47. 47. #productseo at #smxwest by @aleyda from @orainti Schedule continuous crawls to run & be delivered automatically to identify remaining issues Ryte
  48. 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. 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. 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. 51. #productseo at #smxwest by @aleyda from @orainti It's about aligning your products pages optimization to their life cycle
  52. 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. 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. 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

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