Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Technical, Content and Local SEO - ionSearch


Published on

Published in: Technology
  • Be the first to comment

Technical, Content and Local SEO - ionSearch

  1. 1. eCommerce SEOTechnical, Content & Local SEODaniel Bianchini
  2. 2. Daniel Bianchini Search Manager at SEOptimise @danielbianchini Google + - Experience2 You Should Follow Me on Twitter - @danielbianchini
  3. 3. Technical3 You Should Follow Me on Twitter - @danielbianchini
  4. 4. Layered Navigation Good for user navigation on large websites Potential duplicate content issuesSolutions: Create static pages where possible. – instead of ww.example/com/mens/watches/?manufacturer=3039 – “NoIndex, follow” filtered pages such as Price/Colour/Size – Ensure that display URL’s aren’t being indexed (asc /desc, ?display=50 etc) – Do not embed navigation links in JavaScript4 You Should Follow Me on Twitter - @danielbianchini
  5. 5. PaginationMajority of eCommerce sites have largepagination issues. Pagination with View All: – Leave it for Google to determine – Rel=Canonical to “View All” URL – Rel=Next & Rel=Prev Pagination without View All:  Rel=Next & Rel=Prev Tip: Unless you have 100s of pages, create a “View All” page and rel=Canonical all pages to it.5 More on Pagination and SEO from Google’s Maile Ohye -
  6. 6. Duplicate Content Duplicate content is found across all types of sites, even more so in eCommerce. Preventing this from happening would be best, but isn’t always possible. Solutions: – Rel=canonical  Product with multiple URLs – “noindex,follow” meta robots tag  Filter pages – Robots.txt blocking  Print pages – Add filter parameters to GWT6 You Should Follow Me on Twitter - @danielbianchini
  7. 7. Google Shopping Add as much detail as possible – Title, Price, Unique ID, Channel Check feed quality within Google Merchant Tracking – Create filter ( – Use campaign tracking Get product reviews – Ciao, ReviewCentre, Kelkoo, PriceGrabber – Try to encourage reviews  Email, Social Media, Thank you page Keep shopping feed updated.7 You Should Follow Me on Twitter - @danielbianchini
  8. 8. Content8 You Should Follow Me on Twitter - @danielbianchini
  9. 9. Product Descriptions Don’t use manufacturer descriptions for your product pages – Re-write all product descriptions – Start with products with highest margin & conversion – Think about what users search for when writing the content  Long tail keywords  Abbreviations Tip: If you have an affiliate programme, do not provide them with your unique content. Give them the manufacturers descriptions, to ensure your unique content isn’t duplicated.9 You Should Follow Me on Twitter - @danielbianchini
  10. 10. Rich Media on Product Pages Video is one of the fastest growing content types on the internet Videos make good content Videos give shoppers more product information with a personal touch – Use of voice over & subtitles Video builds customer relationships – have a huge YouTube following Videos are easy to share in social mediaZappos reportedly enjoyed a 6% increasein conversion for products with videos.10 You Should Follow Me on Twitter - @danielbianchini
  11. 11. Rich Snippets (Microdata, Microformats & RDFa) Take the Lead or Fall Behind! Mark-up your product pages using Microdata, Microformats & RDFa – – Glenn Jones – Choose the correct format for your website. Reported CTR Increase of 30% Don’t abuse the rich snippets – Google will ban you!11 You Should Follow Me on Twitter - @danielbianchini
  12. 12. Creating Content Homepage Product Listings Buyers Guides Blog – Product Reviews – Industry Events – Product Launches – Celebrity Endorsement Product/Destination/Service Landing Pages – Tips, Tricks, Videos, Reviews, Attractions, Things to do, Transport, History12 You Should Follow Me on Twitter - @danielbianchini
  13. 13. Brand Pages Not just a product listing grouping all brand products together. Create targeted pages – Branded Content – Pull in related blog posts – Add brand twitter feed – Add brand YouTube channel – Provide relevant branded products – Link through to key brand relevant product pages13 You Should Follow Me on Twitter - @danielbianchini
  14. 14. Local SEO
  15. 15. 1 in 4 Search Queries have Local Intent. Source: Google15
  16. 16. Local Profiles at the Very Least Set up local profiles (Claim or Verify) Complete in Full – Use correct address & local number – Use correct categories & keywords Include videos and photos Keep your profiles updated Encourage & collect customer reviews – Segment users via email for review Tip: Use tools such as & Whitespark to improve your profiles.16 You Should Follow Me on Twitter - @danielbianchini
  17. 17. Google Venice17 You Should Follow Me on Twitter - @danielbianchini
  18. 18. Find a Store – Location Pages Single static pages for each Location,  Use local number  Store specific offers  Store Information – Closures – Facilities Location based keywords  Opticians in Oxford  Oxford Eye Test Location based link building18 You Should Follow Me on Twitter - @danielbianchini
  19. 19. Round Up If you use layered navigation, try to create static pages where possible and to “noindex, follow” filter pages such as price/colour/size. Use pagination best practices to reduce the duplicate content issues Write unique product descriptions, whilst providing manufacturer product descriptions to Affiliates. Add content across the website including homepage & product listings 1 in 4 searches have local intent Create and verify local profiles Encourage reviews across multiple platforms Create static pages for each store location19 You Should Follow Me on Twitter - @danielbianchini
  20. 20. Thank You @danielbianchini Google + - www.SEOptimise.com20 You Should Follow Me on Twitter - @danielbianchini