SlideShare a Scribd company logo
1 of 102
Adam Audette  July 29, 2011 MozCon Seattle How To Rank Item-level URLs
 
 
SEO is simple.
Different CMS platforms, software Different stakeholders Different business decisions Too many possibilities, where to start? Different situations SEO is simple.
 
 
SEO becomes complex.
SEO is a long, hard road
Meanwhile, we’re doing stuff
Compromise is at every step.
So many stakeholders.
Execution is everything.
Here’s another thing:
SEO is situational.
 
Best practices only get you so far.
You need competitive advantages.
Risk
Innovation
SEO is easy to say, and hard to do.
 
How To Rank Item-Level URLs
The Home Page
“ Reasonable Surfer” Patent
Nav links ≠ contextual links ≠ footer links
Limit global navs
 
 
 
Create canonical crawl paths
Clean, canonical links
Exact match anchors: very important internally
HTML 5 structure elements
 
Categories
Categories are the secret.
Products link to their category parent  and to other closely related categories
Products don’t link to unrelated categories Categories link via navigations
Rank categories for your head terms.
Focus external links on categories.
 
 
Age & velocity of external links.
 
Minimize cross-category links (in content)
Mostly: preserve category URLs
 
 
 
Everything stores in the URL
 
 
Items
Products link to their category parent  and to other closely related products
Related links are massively powerful.
 
 
 
Hardly anyone’s doing it for SEO!
It’s quite hard to do.
Less is more: 5-10 related products.
Quality > quantity
Shortest URL possible
Not a fan of hierarchy in URLs
Shallow click path
 
How we’re doing it at Zappos
1. Focus on categories
(with business interest)
2. Link contextually internally to categories
(lean on categories to pass equity)
 
 
3. Band-aid the faceted navigation
 
4. Enter: Product Showdown
 
(also: twitter.zappos.com for cats)
 
Successfully bridged categories to product-level URLs
5. Battling for URL preservation
(but products constantly change)
Testing how to expire products
Testing Dead Products
 
Video is a big focus
 
SEO Results from Video
SearchMetrics study on video
How likely is content to rank?
http://searchengineland.com/what-wins-in-google-universal-search-blogs-images-google-87361
SERP Presentation & CTR
SERP presentation and SEO
Better ranking ≠ more traffic
 
 
Methods for Employing Usage Stats http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based-upon-usage-information/
 
How To Maximize Product Visibility in Organic Search (SEW) http://plotin.us/oMbt8b
Thank you! Adam Audette  twitter.com/audette  www.audettemedia.com
 

More Related Content

What's hot

What's hot (20)

SEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam AudetteSEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam Audette
 
eCommerce SEO - The Top 10 Mistakes Most Store Owners Make.
 eCommerce SEO - The Top 10 Mistakes Most Store Owners Make. eCommerce SEO - The Top 10 Mistakes Most Store Owners Make.
eCommerce SEO - The Top 10 Mistakes Most Store Owners Make.
 
SEO Audit Workshop : Frameworks , Techniques and Tools
SEO Audit Workshop : Frameworks , Techniques and Tools SEO Audit Workshop : Frameworks , Techniques and Tools
SEO Audit Workshop : Frameworks , Techniques and Tools
 
SEO Strategy For E-commerce Website
SEO Strategy For E-commerce WebsiteSEO Strategy For E-commerce Website
SEO Strategy For E-commerce Website
 
An SEO's Guide to Website Migrations
An SEO's Guide to Website MigrationsAn SEO's Guide to Website Migrations
An SEO's Guide to Website Migrations
 
SearchLeeds 2017 - Head of Global Marketing - Olga Andrienko - SEMrush - SEMr...
SearchLeeds 2017 - Head of Global Marketing - Olga Andrienko - SEMrush - SEMr...SearchLeeds 2017 - Head of Global Marketing - Olga Andrienko - SEMrush - SEMr...
SearchLeeds 2017 - Head of Global Marketing - Olga Andrienko - SEMrush - SEMr...
 
SEO disasters: the good, the bad and the taboo: Steven van Vessum
SEO disasters: the good, the bad and the taboo: Steven van VessumSEO disasters: the good, the bad and the taboo: Steven van Vessum
SEO disasters: the good, the bad and the taboo: Steven van Vessum
 
Mark Munroe - Advanced Search Summit Napa 2019
Mark Munroe - Advanced Search Summit Napa 2019Mark Munroe - Advanced Search Summit Napa 2019
Mark Munroe - Advanced Search Summit Napa 2019
 
Fabrice Canel - Advanced Search Summit Napa 2019
Fabrice Canel - Advanced Search Summit Napa 2019Fabrice Canel - Advanced Search Summit Napa 2019
Fabrice Canel - Advanced Search Summit Napa 2019
 
Sample SEO presentation for clients
Sample SEO presentation for clientsSample SEO presentation for clients
Sample SEO presentation for clients
 
Online retailer Presentation
Online retailer PresentationOnline retailer Presentation
Online retailer Presentation
 
Introduction To SEO (SEARCH ENGINE OPTIMIZATION)- Learning Catalyst
Introduction To SEO (SEARCH ENGINE OPTIMIZATION)- Learning CatalystIntroduction To SEO (SEARCH ENGINE OPTIMIZATION)- Learning Catalyst
Introduction To SEO (SEARCH ENGINE OPTIMIZATION)- Learning Catalyst
 
Advanced SEO for ecommerce sites
Advanced SEO for ecommerce sitesAdvanced SEO for ecommerce sites
Advanced SEO for ecommerce sites
 
Large Site SEO Architecture - #BrightonSEO 2015
Large Site SEO Architecture - #BrightonSEO 2015Large Site SEO Architecture - #BrightonSEO 2015
Large Site SEO Architecture - #BrightonSEO 2015
 
Introduction to SEO
Introduction to SEOIntroduction to SEO
Introduction to SEO
 
SEO Audit in 2016
SEO Audit in 2016SEO Audit in 2016
SEO Audit in 2016
 
On-Site SEO Audit Example
On-Site SEO Audit ExampleOn-Site SEO Audit Example
On-Site SEO Audit Example
 
Technical SEO for large eCommerce websites
Technical SEO for large eCommerce websitesTechnical SEO for large eCommerce websites
Technical SEO for large eCommerce websites
 
Driving More Traffic to eCommerce Sites - Tea-Time SEO Series of Daily SEO Li...
Driving More Traffic to eCommerce Sites - Tea-Time SEO Series of Daily SEO Li...Driving More Traffic to eCommerce Sites - Tea-Time SEO Series of Daily SEO Li...
Driving More Traffic to eCommerce Sites - Tea-Time SEO Series of Daily SEO Li...
 
SEO Checklist 2018 - Ranking in the first page of SERP organically.
SEO Checklist 2018 - Ranking in the first page of SERP organically.SEO Checklist 2018 - Ranking in the first page of SERP organically.
SEO Checklist 2018 - Ranking in the first page of SERP organically.
 

Viewers also liked (6)

In memory of Whitney Houston** (August 9, 1963 - February 11, 2012) - I will ...
In memory of Whitney Houston** (August 9, 1963 - February 11, 2012) - I will ...In memory of Whitney Houston** (August 9, 1963 - February 11, 2012) - I will ...
In memory of Whitney Houston** (August 9, 1963 - February 11, 2012) - I will ...
 
Advanced and scalable link building - Iloilo SEO Conference
Advanced and scalable link building - Iloilo SEO ConferenceAdvanced and scalable link building - Iloilo SEO Conference
Advanced and scalable link building - Iloilo SEO Conference
 
Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...Enterprise Link Building in 2012 and Beyond...
Enterprise Link Building in 2012 and Beyond...
 
Enterprise Link Building Strategies - MORCon 2012
Enterprise Link Building Strategies - MORCon 2012Enterprise Link Building Strategies - MORCon 2012
Enterprise Link Building Strategies - MORCon 2012
 
Affiliate Summit Keynote - No Shortcuts
Affiliate Summit Keynote - No ShortcutsAffiliate Summit Keynote - No Shortcuts
Affiliate Summit Keynote - No Shortcuts
 
The New Age of Brand Building: Creative Link Building
The New Age of Brand Building: Creative Link Building The New Age of Brand Building: Creative Link Building
The New Age of Brand Building: Creative Link Building
 

Similar to How to Rank Products Pages for SEO - MozCon Seattle 2011

Zappos seo seo moz - adam audette
Zappos seo   seo moz - adam audetteZappos seo   seo moz - adam audette
Zappos seo seo moz - adam audette
Amber Gioiello
 
Uktisw online marketing-jan2011-slideshare
Uktisw online marketing-jan2011-slideshareUktisw online marketing-jan2011-slideshare
Uktisw online marketing-jan2011-slideshare
Jan Klin & Associates
 

Similar to How to Rank Products Pages for SEO - MozCon Seattle 2011 (20)

Zappos seo seo moz - adam audette
Zappos seo   seo moz - adam audetteZappos seo   seo moz - adam audette
Zappos seo seo moz - adam audette
 
SEO Masterclass Webit 2010
SEO Masterclass Webit 2010SEO Masterclass Webit 2010
SEO Masterclass Webit 2010
 
2011 12 ECMOD360 Writing for Readers and Search Bots
2011 12 ECMOD360 Writing for Readers and Search Bots2011 12 ECMOD360 Writing for Readers and Search Bots
2011 12 ECMOD360 Writing for Readers and Search Bots
 
SEO Basics for Product Managers
SEO Basics for Product Managers SEO Basics for Product Managers
SEO Basics for Product Managers
 
From Blackhat to Whitehat - Benj Arriola
From Blackhat to Whitehat - Benj ArriolaFrom Blackhat to Whitehat - Benj Arriola
From Blackhat to Whitehat - Benj Arriola
 
Optimizing WordPress and Content for Higher Google Ranking
Optimizing WordPress and Content for Higher Google RankingOptimizing WordPress and Content for Higher Google Ranking
Optimizing WordPress and Content for Higher Google Ranking
 
Website Marketing Seminar 2009
Website Marketing Seminar 2009Website Marketing Seminar 2009
Website Marketing Seminar 2009
 
SEO Master Class Webit 2010
SEO Master Class Webit 2010SEO Master Class Webit 2010
SEO Master Class Webit 2010
 
Confoo Montreal : SEO for dynamic websites
Confoo Montreal :  SEO for dynamic websitesConfoo Montreal :  SEO for dynamic websites
Confoo Montreal : SEO for dynamic websites
 
Uktisw online marketing-jan2011-slideshare
Uktisw online marketing-jan2011-slideshareUktisw online marketing-jan2011-slideshare
Uktisw online marketing-jan2011-slideshare
 
Uktisw online marketing-jan2011-slideshare
Uktisw online marketing-jan2011-slideshareUktisw online marketing-jan2011-slideshare
Uktisw online marketing-jan2011-slideshare
 
Uktinw online marketing-june2011
Uktinw online marketing-june2011Uktinw online marketing-june2011
Uktinw online marketing-june2011
 
Stephan Spencer - SEMPO Atlanta. October 1, 2010. Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEOStephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta. October 1, 2010. Topic: Advanced SEO
 
The structure of
The structure ofThe structure of
The structure of
 
Uktinw online marketing-june2011
Uktinw online marketing-june2011Uktinw online marketing-june2011
Uktinw online marketing-june2011
 
Accelerate Tectoria SEO Primer
Accelerate Tectoria SEO PrimerAccelerate Tectoria SEO Primer
Accelerate Tectoria SEO Primer
 
Cim hull-oct2011-distr
Cim hull-oct2011-distrCim hull-oct2011-distr
Cim hull-oct2011-distr
 
Shopify online marketing expert session #3
Shopify online marketing expert session #3Shopify online marketing expert session #3
Shopify online marketing expert session #3
 
SEO for Dynamic Websites - Make Web Not War 2011
SEO for Dynamic Websites - Make Web Not War 2011SEO for Dynamic Websites - Make Web Not War 2011
SEO for Dynamic Websites - Make Web Not War 2011
 
Big Site Seo Strategies
Big Site Seo StrategiesBig Site Seo Strategies
Big Site Seo Strategies
 

More from Adam Audette

More from Adam Audette (15)

The Story of Google+, by Adam Audette
The Story of Google+, by Adam AudetteThe Story of Google+, by Adam Audette
The Story of Google+, by Adam Audette
 
Technical SEO (Pagination & Crawling) by Adam Audette
Technical SEO (Pagination & Crawling) by Adam AudetteTechnical SEO (Pagination & Crawling) by Adam Audette
Technical SEO (Pagination & Crawling) by Adam Audette
 
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and MissesSEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
 
SEO Pagination - The Ultimate Guide (aka "Gettin' Jiggy Wit It")
SEO Pagination - The Ultimate Guide (aka "Gettin' Jiggy Wit It")SEO Pagination - The Ultimate Guide (aka "Gettin' Jiggy Wit It")
SEO Pagination - The Ultimate Guide (aka "Gettin' Jiggy Wit It")
 
How To Not FAIL At SEO - Adam Audette - BlueGlass LA
How To Not FAIL At SEO - Adam Audette - BlueGlass LAHow To Not FAIL At SEO - Adam Audette - BlueGlass LA
How To Not FAIL At SEO - Adam Audette - BlueGlass LA
 
Link Building in 2010 - SearchFest - Adam Audette
Link Building in 2010 - SearchFest - Adam AudetteLink Building in 2010 - SearchFest - Adam Audette
Link Building in 2010 - SearchFest - Adam Audette
 
PageRank Sculpting with Nofollow Revisited - Adam Audette, SMX East 2009
PageRank Sculpting with Nofollow Revisited - Adam Audette, SMX East 2009PageRank Sculpting with Nofollow Revisited - Adam Audette, SMX East 2009
PageRank Sculpting with Nofollow Revisited - Adam Audette, SMX East 2009
 
Zappos, Social Media, and the Cult of Wow
Zappos, Social Media, and the Cult of WowZappos, Social Media, and the Cult of Wow
Zappos, Social Media, and the Cult of Wow
 
Diagnosing Technical SEO Issues - Adam Audette - SMX East 2009
Diagnosing Technical SEO Issues - Adam Audette - SMX East 2009Diagnosing Technical SEO Issues - Adam Audette - SMX East 2009
Diagnosing Technical SEO Issues - Adam Audette - SMX East 2009
 
The Art & Science of SEO Site Audits - Adam Audette - SMX Advanced 2009
The Art & Science of SEO Site Audits - Adam Audette - SMX Advanced 2009The Art & Science of SEO Site Audits - Adam Audette - SMX Advanced 2009
The Art & Science of SEO Site Audits - Adam Audette - SMX Advanced 2009
 
SEO for Large Ecommerce Sites - Adam Audette's SMX West Presentation
SEO for Large Ecommerce Sites - Adam Audette's SMX West PresentationSEO for Large Ecommerce Sites - Adam Audette's SMX West Presentation
SEO for Large Ecommerce Sites - Adam Audette's SMX West Presentation
 
Internal Linking Strategies - Adam Audette
Internal Linking Strategies - Adam AudetteInternal Linking Strategies - Adam Audette
Internal Linking Strategies - Adam Audette
 
The Fundamentals of Link Building - Adam Audette
The Fundamentals of Link Building - Adam AudetteThe Fundamentals of Link Building - Adam Audette
The Fundamentals of Link Building - Adam Audette
 
Site Architecture Best Practices for Search Findability - Adam Audette
Site Architecture Best Practices for Search Findability - Adam AudetteSite Architecture Best Practices for Search Findability - Adam Audette
Site Architecture Best Practices for Search Findability - Adam Audette
 
Arguments Against Using Nofollow for PageRank Sculpting - Adam Audette
Arguments Against Using Nofollow for PageRank Sculpting - Adam AudetteArguments Against Using Nofollow for PageRank Sculpting - Adam Audette
Arguments Against Using Nofollow for PageRank Sculpting - Adam Audette
 

Recently uploaded

Recently uploaded (20)

The Metaverse: Are We There Yet?
The  Metaverse:    Are   We  There  Yet?The  Metaverse:    Are   We  There  Yet?
The Metaverse: Are We There Yet?
 
Salesforce Adoption – Metrics, Methods, and Motivation, Antone Kom
Salesforce Adoption – Metrics, Methods, and Motivation, Antone KomSalesforce Adoption – Metrics, Methods, and Motivation, Antone Kom
Salesforce Adoption – Metrics, Methods, and Motivation, Antone Kom
 
Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)
Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)
Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)
 
The UX of Automation by AJ King, Senior UX Researcher, Ocado
The UX of Automation by AJ King, Senior UX Researcher, OcadoThe UX of Automation by AJ King, Senior UX Researcher, Ocado
The UX of Automation by AJ King, Senior UX Researcher, Ocado
 
Optimizing NoSQL Performance Through Observability
Optimizing NoSQL Performance Through ObservabilityOptimizing NoSQL Performance Through Observability
Optimizing NoSQL Performance Through Observability
 
Enterprise Knowledge Graphs - Data Summit 2024
Enterprise Knowledge Graphs - Data Summit 2024Enterprise Knowledge Graphs - Data Summit 2024
Enterprise Knowledge Graphs - Data Summit 2024
 
Demystifying gRPC in .Net by John Staveley
Demystifying gRPC in .Net by John StaveleyDemystifying gRPC in .Net by John Staveley
Demystifying gRPC in .Net by John Staveley
 
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdfSimplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
 
How Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdf
How Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdfHow Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdf
How Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdf
 
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...
ASRock Industrial FDO Solutions in Action for Industrial Edge AI _ Kenny at A...
 
WSO2CONMay2024OpenSourceConferenceDebrief.pptx
WSO2CONMay2024OpenSourceConferenceDebrief.pptxWSO2CONMay2024OpenSourceConferenceDebrief.pptx
WSO2CONMay2024OpenSourceConferenceDebrief.pptx
 
THE BEST IPTV in GERMANY for 2024: IPTVreel
THE BEST IPTV in  GERMANY for 2024: IPTVreelTHE BEST IPTV in  GERMANY for 2024: IPTVreel
THE BEST IPTV in GERMANY for 2024: IPTVreel
 
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
 
ECS 2024 Teams Premium - Pretty Secure
ECS 2024   Teams Premium - Pretty SecureECS 2024   Teams Premium - Pretty Secure
ECS 2024 Teams Premium - Pretty Secure
 
10 Differences between Sales Cloud and CPQ, Blanka Doktorová
10 Differences between Sales Cloud and CPQ, Blanka Doktorová10 Differences between Sales Cloud and CPQ, Blanka Doktorová
10 Differences between Sales Cloud and CPQ, Blanka Doktorová
 
TEST BANK For, Information Technology Project Management 9th Edition Kathy Sc...
TEST BANK For, Information Technology Project Management 9th Edition Kathy Sc...TEST BANK For, Information Technology Project Management 9th Edition Kathy Sc...
TEST BANK For, Information Technology Project Management 9th Edition Kathy Sc...
 
Oauth 2.0 Introduction and Flows with MuleSoft
Oauth 2.0 Introduction and Flows with MuleSoftOauth 2.0 Introduction and Flows with MuleSoft
Oauth 2.0 Introduction and Flows with MuleSoft
 
Intro in Product Management - Коротко про професію продакт менеджера
Intro in Product Management - Коротко про професію продакт менеджераIntro in Product Management - Коротко про професію продакт менеджера
Intro in Product Management - Коротко про професію продакт менеджера
 
Google I/O Extended 2024 Warsaw
Google I/O Extended 2024 WarsawGoogle I/O Extended 2024 Warsaw
Google I/O Extended 2024 Warsaw
 
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
 

How to Rank Products Pages for SEO - MozCon Seattle 2011