Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

When Your Inventory Changes: SEO Tips For Changing Product Pages


Published on

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