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The On-page of SEO for Ecommerce - Adam Audette - SearchFest 2013

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Trends in ecommerce, and some of the major on-page SEO factors for ecommerce sites.

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The On-page of SEO for Ecommerce - Adam Audette - SearchFest 2013

  1. 1. SearchFest 2013 > The On-page of Ecommerce SEO Adam Audette @audetteMULTICHANNELATTRIBUTION
  2. 2. Some RKG Clients 2
  3. 3. Search is (still) growing 3
  4. 4. Search is (still) growing 4
  5. 5. Search is competitive 5
  6. 6. 6
  7. 7. Search is commercial 7
  8. 8. Search is commercial 8
  9. 9. 9
  10. 10. 10
  11. 11. Search is social (sort of) 11
  12. 12. 12
  13. 13. 13
  14. 14. 14
  15. 15. Graph Search showing 15
  16. 16. Search is risky 16
  17. 17. 17
  18. 18. 18
  19. 19. 19
  20. 20. Search is evolving 20
  21. 21. Glimpses of the future
  22. 22. Glimpses of the future
  23. 23. rel=author
  24. 24. rel=publisher
  25. 25. Search is 27
  26. 26. 28
  27. 27. 29
  28. 28. 30
  29. 29. Search is harder 31
  30. 30. Steeper (not provided) trend line
  31. 31. iOS 6 hidden traffic 33
  32. 32. +80% iOS6 Traffic is Hidden 34
  33. 33. Search is mobile 35
  34. 34. 36
  35. 35. SEO Mobile Share 37
  36. 36. On-page SEO for Ecomm > Some major factorsMULTICHANNELATTRIBUTION
  37. 37. Cleaning up 39
  38. 38. What if you have millions of links?  Find patterns, such as:  Sort backlinks by IP / C block  Anchor text patterns  Target URLs  Scour analytics for keyword-specific penalties  Ahrefs and Majestic (fresh and historic) best tools for this 42
  39. 39. Penalties are often targeted 43
  40. 40. Cleanup is tedious (and expensive) 44
  41. 41. Cleaning up  File reconsideration with documented efforts  Must show due diligence and record of effort  Document extortion, too  Disavow what doesn’t get removed 45
  42. 42. Dynamic SEO 46
  43. 43. 47
  44. 44. Site search 48
  45. 45. Watch out site search Pages Displayed in Non-branded SERPs 5,000 4,500 4,000 3,500 3,000 2,500 Pages Displayed in Non-branded SERPs 2,000 1,500 1,000 500 0 search product category subdomains 49
  46. 46. +80% not in top 4 Out of 9,225 non-branded entries Not in top 4 In top 4 50
  47. 47. Big brands – SE Traffic 51
  48. 48. Big Brands – # Keywords 52
  49. 49. Video 53
  50. 50. Video and images 54
  51. 51. 55
  52. 52. Flat site architecture 56
  53. 53. 60% of URLs ≥4 clicks deep Click Depth 1 7% 2 13% 5 33% 1 2 3 4 3 5 20% 4 27% 57
  54. 54. Nav links ≠ footer links ≠ content links 58
  55. 55. 59
  56. 56. 60
  57. 57. 61
  58. 58. Shallow and flat product level 62
  59. 59. Related linking 63
  60. 60. Duplicate Content> https://www.walmart.com secure site excluded with robots.txt Disallow rule. 64
  61. 61. Duplicate Content> https://www.walmart.com secure site excluded with robots.txt Disallow rule. 65
  62. 62. Duplicate Content> rel canonical annotations are not always consistent with internal link profile. 66
  63. 63. Duplicate Content 67
  64. 64. Consistent signals 68
  65. 65. http://www.llbean.com/llb/shop/590?nav=gnro-hp
  66. 66. http://www.llbean.com/llb/shop/590?nav=gnro-hp
  67. 67. http://www.llbean.com/llb/shop/51909?feat=590-GN1
  68. 68. http://www.llbean.com/llb/shop/51909?feat=590-GN1
  69. 69. Canonical crawl paths 74
  70. 70. hmm 75
  71. 71. XML strategy 78
  72. 72. 79
  73. 73. Finite crawl resources Good pages crawled Good pages not crawled Dupes/overhead/junk 80
  74. 74. Crawl & Index tips  Unique files for each page type  Categories, products, brands, etc  Keep XML files updated, clean  Still a fan of 304 not modified  G and B param handling tools rock 81
  75. 75. Pagination 82
  76. 76. http://www.zales.com/family/index.jsp?ca tegoryId=3045659http://www.zales.com/family/index.jsp?ca tegoryId=3045659&kpc=1&pg=2
  77. 77. Over 100 duplicate results
  78. 78. View All Pagination Annotations: • pages 2-N specify View All as rel View All canonical target • View All page must load fast • View All contains all data in the series pp. 2-N
  79. 79. Rel prev/next Annotations: • Pages 2-N annotated with rel prev, next pp. 2-N • pages 2-N self-referencing rel canonical • (Optional) pages 2-N annotated with noindex, follow
  80. 80. 90
  81. 81. 91
  82. 82. Side Notes Ensure rel prev is really the canonical
  83. 83. Canonical pg1:http://www.zales.com/family/index.jsp?ca tegoryId=3045659 Rel next (pg2):http://www.zales.com/family/index.jsp?ca tegoryId=3045659&kpc=1&pg=2
  84. 84. Rel prev (from pg2):http://www.zales.com/family/index.jsp?ca tegoryId=3045659&kpc=1
  85. 85. Side Note: View Alls Challenges  View All pages must be fast (≤ 3 seconds to load)  Merch teams usually not a fan
  86. 86. Faceted navigation 98
  87. 87. http://www.jpcycles.com/motorcycle- brake-calipers-and-kits
  88. 88. http://www.jpcycles.com/motorcycle- brake-calipers-and-kits?N=36367
  89. 89. http://www.jpcycles.com/motorcycle- brake-calipers-and-kits?N=36367
  90. 90. http://www.jpcycles.com/motorcycle-parts/brembo/brake-calipers-and-kits
  91. 91. http://www.jpcycles.com/motorcycle- parts/brembo/brake-calipers-and- kits?N=36371+28004518
  92. 92. SEO for Faceted Nav Identify searched vs overhead facets Always force the canonical path regardless of selection order Build URLs according to queries (how your users search)
  93. 93. Product inventory 105
  94. 94. 106
  95. 95. 107
  96. 96. Handling Expiring Products  Generate a “product not here” message  Recommend related products  301 to a related product or up a level  302 if inventory returns  404 the page  Others  rel canonical  meta noindex  301 to home page 108
  97. 97. Product variations 109
  98. 98. 110
  99. 99. 111
  100. 100. 112
  101. 101. 113
  102. 102. Advocacy & Politics 114
  103. 103. SEO should be invisible 115
  104. 104. Lives here Spans this and moreMarketing Engineering Merchandising UX Content
  105. 105. Marketing Engineering Merchandising UX Content 117
  106. 106. 118
  107. 107. Get your CEO thinking about SEO
  108. 108. <3 SearchFest Thanks SEMpdx. Follow me on Twitter: @audette Email me:aaudette@rimmkaufman.com

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