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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  • iOS 6 will further obscure organic search data.one-year anniversary of Google choosing to block keyword referral information for secure organic searches. At the end of Q3, about a quarter of all queries fall into the (not provided) category on average.iOS 6 users coming from Google will appear as direct visits.
  • Are they using “rel canonicals” (rel=“canonical”) or “meta robots no index follows” (<meta name=“robots” content=“no index, follow”>) appropriately?
  • Are they using “rel canonicals” (rel=“canonical”) or “meta robots no index follows” (<meta name=“robots” content=“no index, follow”>) appropriately?
  • Are they using “rel canonicals” (rel=“canonical”) or “meta robots no index follows” (<meta name=“robots” content=“no index, follow”>) appropriately?
  • Are they using “rel canonicals” (rel=“canonical”) or “meta robots no index follows” (<meta name=“robots” content=“no index, follow”>) appropriately?
  • Are they using “rel canonicals” (rel=“canonical”) or “meta robots no index follows” (<meta name=“robots” content=“no index, follow”>) appropriately?
  • Are they using “rel canonicals” (rel=“canonical”) or “meta robots no index follows” (<meta name=“robots” content=“no index, follow”>) appropriately?
  • 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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