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Faceted navigation webinar

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The technical setup of category and faceted category systems in ecommerce sites can make or break a website's organic visibility.
There are common errors in off-the-shelf and proprietary e-commerce platforms, which mean that sites using them aren't able to rank for all of the terms that they should.

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Faceted navigation webinar

  1. 1. FACETED NAVIGATION FOR SEO: TECHNICAL TRICKS TO BOOST YOUR VISIBILITY Alec Bertram Founder @AllotmentDgtl http://allotment.digital Michal Head of Product @DeepCrawl http://deepcrawl.com #CrawlChat
  2. 2. Today The common issues with category systems, which mean that ecommerce sites don’t rank as well as they could. How you can identify issues with your site and how to fix them. • How search engines work • Common crawl & indexation issues • Common issues in ecommerce sites • Case studies: Motolegends, House of Fraser • Detecting and monitoring problems with DeepCrawl • Fixing your facet system
  3. 3. Facets
  4. 4. How Search Engines Work
  5. 5. How search engines work CRAWLER INDEXER INDEX QUERY + RANKER
  6. 6. Common Crawl & Indexation Issues
  7. 7. Crawl budget and waste PR: 1 PR: 0.25 PR: 0.09 PR: 0.005
  8. 8. Let’s talk about dresses URL: /dresses Title: Dresses – Buy Top Designer Dresses | Brand Description: Shop the Dresses range from our Women's department…. Dresses Type Evening Party Summer Day Brand DKNY Karen Millen Colour Red Black Our dresses are great for all occasions!
  9. 9. Duplication
  10. 10. Duplication URL: /dresses/evening Title: Dresses – Buy Top Designer Dresses | Brand Description: Shop the Dresses range from our Women's department…. Dresses Type Evening Party Summer Day Brand DKNY Karen Millen Colour Red Black Our dresses are great for all occasions!
  11. 11. Duplication Dresses Dresses /dresses /dresses/evening /dresses/summer Dresses /dresses/party Dresses /dresses/evening/dkny Dresses /dresses/evening/dion Dresses /dresses/evening/v-beckham Dresses
  12. 12. Under-indexation
  13. 13. Under-indexation URL: /dresses/evening Canonical: /dresses or Robots: noindex …or: Dresses Type Evening Party Summer Day Brand DKNY Karen Millen Colour Red Black URL: /dresses#evening Page content changed with JS Our dresses are great for all occasions!
  14. 14. Over-indexation
  15. 15. Over-indexation URL: /dresses/evening+party/dkny+karen-millen/red+black Red or Black DKNY and Karen Millen Evening and Party Dresses Type Evening Party Summer Day Brand DKNY Karen Millen Colour Red Black
  16. 16. Getting your indexation right gives you the opportunity to rank for a wider set of terms
  17. 17. Improve chances to Pages about: DKNY Evening Dresses DKNY Dresses rank
  18. 18. Improve chances to rank Before: Now: Term Volume Dresses 823, 000 Term Volume Dresses 823, 000 Evening dresses 165, 000 Summer dresses 135, 000 Party dresses 165, 000 DKNY Evening Dresses 50 DIOR evening dresses 170 Victoria Beckham 110 evening dresses Get more visibility by increasing the number of pages relevant to longer-tail terms
  19. 19. Motolegends: Under indexation Case Study The lost revenue of under-indexation
  20. 20. Under-indexation
  21. 21. Potential incremental … revenue Potential £88k incremental revenue by opening two facets on one category Assuming: - 9% CTR at position 1 to 5 - 2% Conversion rate - Average order value taken from price point of each helmet
  22. 22. Under-indexation Case Study Which product attributes have you missed?
  23. 23. Under-indexation Not crawlable
  24. 24. Under-indexation
  25. 25. Under-indexation Currently no filters for: Model (Radeon/ GeForce) Memory Capacity (2GB) Memory Type (GDDR5) Connector (PCI-E) Frequency (5000MHz) Output (DVI/HDMI)
  26. 26. Under-indexation This site should also have indexable pages and filters for: • Model (Radeon/ GeForce) • Memory Capacity (2GB) • Memory Type (GDDR5) • Connector (PCI-E) • Frequency (5000MHz) • Output (DVI/HDMI)
  27. 27. House of Fraser: Almost-perfect Implementation
  28. 28. Almost perfect URL: womens dresses (not the actual URL) Content: Dresses
  29. 29. Almost perfect URL: womens dresses/cocktail Content: Cocktail Dresses
  30. 30. Almost perfect URL: womens dresses/cocktail/phase-eight Content: Phase eight Cocktail Dresses
  31. 31. Almost perfect Nofollow prevents search crawlers from discovering multi-selected facets. No “Cocktail or Maxi Dresses” Can discover multi-dimensional facets. “Phase Eight Cocktail Dresses”
  32. 32. Almost perfect 3 filters selected = crawlable and indexable 4 filters selected = not crawlable but indexable
  33. 33. Almost perfect URL: womens dresses/cocktail/phase-eight/black or gold Content: Dresses Crawlers can not reach this page through this site, but can be linked to from elsewhere Recommendation: noindex or canonicalise these pages to an indexable parent to prevent index bloat when search crawlers do discover them another way
  34. 34. Detecting and monitoring facet problems with DeepCrawl
  35. 35. Under-indexation
  36. 36. Under-indexation
  37. 37. Under-indexation
  38. 38. Heavy Canonicalisation
  39. 39. Infinite Indexation
  40. 40. Infinite Indexation
  41. 41. Using Robots.txt
  42. 42. Testing Robots.txt
  43. 43. Heavy Duplication
  44. 44. Detecting Duplication Use Reports Matches Search to identify URL patterns that cause Duplication Create Issue for each of the patterns Track the Issue over time Identify all patterns by using “Does not match” to exclude already known issues
  45. 45. Example Duplication Identify Duplicate Pages Use DeepRank to identify Primary Page
  46. 46. Detecting Duplication 3 types of Duplication: • Duplicate Pages • Titles are Duplicated • Body Content is Duplicated (almost Identical) • Duplicate Titles • Titles are Duplicated • Body Content is Unique • Duplicate Body Content • Titles are Identical • Body Content is Duplicated (almost Identical)
  47. 47. Over-indexation
  48. 48. Empty Pages Use Extraction to get the number of products per Facet Selection (Search Results) and identify EMPTY PAGES
  49. 49. Empty Pages
  50. 50. Crawling a Test Site
  51. 51. Perfect Architecture
  52. 52. Fixing Your Facet System
  53. 53. Fixing your facet system 1. Market Keyword Research Find product attributes people actually search for 2. Business Case Calculate the potential revenue uplift and build a business case 3. Functional Specification Create the functional spec and work with developers to ensure it’s perfect
  54. 54. Find the product attributes people actually search for • Internal site search • Customer query data • Manufacturer spec sheets • Primary research • Keyword idea tools
  55. 55. Build a business case Ideal category page list + Current rankings + Search volume and CTR Curve + Current conversion rate and AOV = Potential Incremental Revenue
  56. 56. Ideal category page behaviour
  57. 57. Unique meta & headings URL: /dresses/evening Title: Evening Dresses – Stunning Designer Evening Dresses | Brand Description: Evening Dresses from top designers…. Evening Dresses Type Evening Party Summer Day Brand DKNY Karen Millen Colour Red Black Our evening dresses are perfect for that soirée.
  58. 58. Unique pages for facet permutations URL: /dresses/evening/dkny/red Title: Evening Dresses – Stunning Designer Evening Dresses | Brand Description: Evening Dresses from top designers…. Red DKNY Evening Dresses Type Evening Party Summer Day Brand DKNY Karen Millen Colour Red Black Stunning red evening dresses by Donna Karen.
  59. 59. …but not all of them URL: /dresses/evening+party/dkny+karen-millen/red+black Title: ??? Description: ??? Red or Black DKNY and Karen Millen Evening and Party Dresses Type Evening Party Summer Day Brand DKNY Karen Millen Colour Red Black
  60. 60. Only one facet in each section indexable URL: /dresses/evening+party/dkny+karen-millen/red+blue Canonical: /dresses/evening/dkny/red/ Robots: noindex Red or Blue DKNY and Karen Millen Evening and Party Dresses Type Evening Party Summer Day Brand DKNY Karen Millen Colour Red Black
  61. 61. Nofollow after first filter in a group Can crawl: Red DKNY Evening Dresses, Black DKNY Evening Dresses Can not crawl: DKNY Evening and Party Dresses, etc. Alternatively: robots.txt Disallow DKNY Evening Dresses Type Evening Party Summer Day Brand DKNY Karen Millen Colour Red Black Stunning evening dresses by Donna Karen.
  62. 62. Some parameters should never be indexable URL: /dresses/evening/dkny/next-day-delivery#sort:price Canonical: /dresses/evening/dkny Always nofollow non-attribute links DKNY Evening Dresses Type Evening Party Summer Day Brand DKNY Karen Millen Colour Red Black Next day delivery only Sort by: Price
  63. 63. Set maximum number of selected facet groups Depending on the industry, users normally search for three or four of the core parameters that they care about. We don’t need pages indexed which are about uber-specific topics. DKNY Silk Evening Sleeveless Red Size 8 Dresses Type Evening Party Summer Day Brand DKNY Karen Millen Colour Red Black
  64. 64. Dresses Evening Dresses /dresses /dresses/evening /dresses/summer Summer Dresses /dresses/party Party Dresses /dresses/evening/dkny DKNY Evening Dresses /dresses/evening/dion Dion Evening Dresses /dresses/evening/v-beckham Beckham Evening Dresses All pages now compete for long tail terms
  65. 65. Notes Sometimes individual filters shouldn’t be indexable In the recruitment industry, “Full Time” is the default, so shouldn’t be indexable – no one uses it as a modifier
  66. 66. Notes When templating page headings, check & test the logic carefully
  67. 67. Notes You can template page headings, but generally shouldn’t use templated content snippets. “We have lots of great white dresses in our home and clothing category. Shop now for great savings on white dress.” “We have lots of great hard drives in our Electronics category. Shop now for great savings on hard drive.”
  68. 68. Notes Enforce URL path and parameter order consistency to prevent duplication /products/dresses/dkny/evening/red /products/dresses/dkny/red/evening /products/dresses/?type=evening&colour=red /products/dresses/?colour=red&type=evening Other Common URL Design Issues Casing /dresses/red vs /Dresses/red Trailing Slashes /dresses/red vs /dresses/red/ Internal Clicks tracking /dresses/red vs /dresses/red?click=home Multiparent Categories etc.
  69. 69. Functional spec 1. Unique meta and content for every facet (and ensure it makes sense) 2. Ensure main combinations are crawlable and indexable 3. Only one selection in a filter set should be indexable 4. Nofollow links in filter set after one is selected (alternatively robots.txt disallow) 5. Enforce parameter ordering in URLs 6. Set a maximum number of selected groups (3 - 5 depending on industry)
  70. 70. Next steps Analysis •Analyse whether you have an issue with your current set up •Research what product attributes people actually search for Preparation •Work out the potential revenue uplift by being able to rank for more terms •Create the functional spec for your website •Create crawl, traffic, visibility benchmarks Testing •Test on development site •Test on staging site •Test on production site •Monitor benchmarks
  71. 71. FACETED NAVIGATION FOR SEO: TECHNICAL TRICKS TO BOOST YOUR VISIBILITY Alec Bertram Founder @AllotmentDgtl http://allotment.digital Michal Head of Product @DeepCrawl http://deepcrawl.com #CrawlChat

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