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Adam Audette July 29, 2011 MozCon Seattle How To Rank Item-level URLs

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SEO is simple.

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Different CMS platforms, software Different stakeholders Different business decisions Too many possibilities, where to start? Different situations SEO is simple.

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SEO becomes complex.

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SEO is a long, hard road

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Meanwhile, we’re doing stuff

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Compromise is at every step.

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So many stakeholders.

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Execution is everything.

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Here’s another thing:

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SEO is situational.

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Best practices only get you so far.

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You need competitive advantages.

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Risk

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Innovation

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SEO is easy to say, and hard to do.

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How To Rank Item-Level URLs

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The Home Page

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“ Reasonable Surfer” Patent

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Nav links ≠ contextual links ≠ footer links

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Limit global navs

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Create canonical crawl paths

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Clean, canonical links

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Exact match anchors: very important internally

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HTML 5 structure elements

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Categories

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Categories are the secret.

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Products link to their category parent and to other closely related categories

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Products don’t link to unrelated categories Categories link via navigations

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Rank categories for your head terms.

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Focus external links on categories.

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Age & velocity of external links.

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Minimize cross-category links (in content)

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Mostly: preserve category URLs

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Everything stores in the URL

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Items

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Products link to their category parent and to other closely related products

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Related links are massively powerful.

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Hardly anyone’s doing it for SEO!

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It’s quite hard to do.

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Less is more: 5-10 related products.

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Quality > quantity

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Shortest URL possible

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Not a fan of hierarchy in URLs

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Shallow click path

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How we’re doing it at Zappos

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1. Focus on categories

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(with business interest)

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2. Link contextually internally to categories

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(lean on categories to pass equity)

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3. Band-aid the faceted navigation

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4. Enter: Product Showdown

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(also: twitter.zappos.com for cats)

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Successfully bridged categories to product-level URLs

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5. Battling for URL preservation

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(but products constantly change)

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Testing how to expire products

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Testing Dead Products

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Video is a big focus

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SEO Results from Video

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SearchMetrics study on video

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How likely is content to rank?

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http://searchengineland.com/what-wins-in-google-universal-search-blogs-images-google-87361

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SERP Presentation & CTR

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SERP presentation and SEO

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Better ranking ≠ more traffic

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Methods for Employing Usage Stats http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based-upon-usage-information/

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How To Maximize Product Visibility in Organic Search (SEW) http://plotin.us/oMbt8b

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Thank you! Adam Audette twitter.com/audette www.audettemedia.com