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overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
Overdose Digital // Digital Commerce Agency
Been an SEO for over 10 years
Worked on 100’s of...
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
• https://www.yourwebite.com.au
• https://yourwebite.com.au
• http://www.yourwebite.com.au
•...
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
1. Login to Google Analytics
2. Admin (cog wheel on the left)
3. Property > Property Setting...
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
Click to reveal
keywords
overdose.digital // @jasonmun
• Identify search queries that are ranking at the
bottom of page 1
• Use them to optimise yo...
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
• Use the usual keyword research tools (take your pick):
Google Keyword Planner
Keywordtool....
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
https://www.cottonking.com/buy-cotton-t-shirts-online-buy-t-shirts-with-pocket-
online-at-be...
overdose.digital // @jasonmun
overdose.digital // @jasonmun
• Don’t keyword stuff – keyword density is a MYTH
• Never jeopardise UX for SEO gains
• Goog...
overdose.digital // @jasonmun
overdose.digital // @jasonmun
https://backlinko.com/search-engine-ranking
overdose.digital // @jasonmun
Let’s compare these
two pages
overdose.digital // @jasonmun
VS
•
•
•
•
•
•
•
overdose.digital // @jasonmun
• Apply the 80-20 rule
• Work on your top 20% products
• Based on popularity, margin & keywo...
overdose.digital // @jasonmun
overdose.digital // @jasonmun
• 70% of customers read reviews or ratings before
making a final purchase
• 63% of consumers...
overdose.digital // @jasonmun
• Use 3rd party tools such as:
• They integrate with many different E-commerce
platforms
• F...
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
https://www.petstock.com.au/dog/food-1/dry-food
https://www.petstock.com.au/dog/food-1/dry-f...
overdose.digital // @jasonmun
• 108 different faceted options = 1,170,505,728 combos
• 7 sorting/filtering options
• 8 pag...
overdose.digital // @jasonmun
• NO canonical tags
• NO proper meta robots tag
• NO robots.txt blocks
• Impacts SEO perform...
overdose.digital // @jasonmun
• Identify URL patterns for faceted navigation and filters
• Use robots.txt to control crawl...
overdose.digital // @jasonmun
overdose.digital // @jasonmun
/collections/mens-footwear/products/vans-
vans-old-skool-mono-bumper-burgundy-white
/product...
overdose.digital // @jasonmun
• It confuses the hell out of the bots
• No control over which version gets indexed and
disp...
overdose.digital // @jasonmun
• Using advanced Google search queries
• Cherry pick a few product pages and run these queri...
overdose.digital // @jasonmun
/products/vans-vans-old-skool-mono-bumper-burgundy-white
/collections/mens-footwear/products...
overdose.digital // @jasonmun
/products/vans-vans-old-skool-mono-bumper-burgundy-white
/collections/mens-footwear/products...
overdose.digital // @jasonmun
/products/vans-vans-old-skool-mono-bumper-burgundy-white
CANONICAL VERSION
Canonical
overdose.digital // @jasonmun
/products/vans-vans-old-skool-mono-bumper-burgundy-white
CANONICAL VERSION
Canonical
overdose.digital // @jasonmun
/products/vans-vans-old-skool-mono-bumper-burgundy-white
CANONICAL VERSION
overdose.digital // @jasonmun
/products/vans-vans-old-skool-mono-bumper-burgundy-white
CANONICAL VERSION
overdose.digital // @jasonmun
overdose.digital // @jasonmun
Page 1
https://www.theathletesfoot.com.au/category-mens/mens-
run.html
Page 2
https://www.th...
overdose.digital // @jasonmun
Page 1
https://www.theathletesfoot.com.au/category-mens/mens-
run.html
Page 2
https://www.th...
overdose.digital // @jasonmun
Disable Javascript in your browser, if NO pagination links are
available – it is problem
Che...
overdose.digital // @jasonmun
https://webmasters.googleblog.com/2014/02/infinite-scroll-search-friendly.html John Mueller’...
overdose.digital // @jasonmun
John Mueller’s example - http://scrollsample.appspot.com/items
• Chunk your content up in to...
overdose.digital // @jasonmun
overdose.digital // @jasonmun
awesomesauce.com
awesomesauce.com/au/ awesomesauce.com/nz/ awesomesauce.com/uk/
Default webs...
overdose.digital // @jasonmun
awesomesauce.com
awesomesauce.com/au/ awesomesauce.com/nz/ awesomesauce.com/uk/
overdose.digital // @jasonmun
awesomesauce.com
awesomesauce.com/au/ awesomesauce.com/nz/ awesomesauce.com/uk/
4
8 8 8
Goog...
overdose.digital // @jasonmun
• Google can only rank the website that it can crawl
• Country specific websites will strugg...
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
overdose.digital // @jasonmun
• High number of 404 errors
• Due to website changes and no proper page retirement
• When a ...
overdose.digital // @jasonmun
dress products
jeans products
jacket products
bag products
HOMEPAGE
overdose.digital // @jasonmun
dress products
jeans products
jacket products
bag products
HOMEPAGE
overdose.digital // @jasonmun
overdose.digital // @jasonmun
White Floral Maxi
Dress
Men’s Blue
Skinny Jeans
Nikon DSLR D90
GoPro Hero 2017
/womens/maxi-...
overdose.digital // @jasonmun
Overdose Digital // Digital Commerce Agency
@jasonmun / jasonmun.com
https://overdose.digita...
overdose.digital // @jasonmun
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10 SEO Mistakes to Avoid for Your Ecommerce Business

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A presentation I gave at Digital Marketers Australia meetup in Melbourne on the 24th of September 2018. This slide deck covers the ten most common SEO mistakes that ecommerce website make.

Published in: Marketing
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10 SEO Mistakes to Avoid for Your Ecommerce Business

  1. 1. overdose.digital // @jasonmun
  2. 2. overdose.digital // @jasonmun
  3. 3. overdose.digital // @jasonmun Overdose Digital // Digital Commerce Agency Been an SEO for over 10 years Worked on 100’s of E-commerce websites Here to share some experiences with you
  4. 4. overdose.digital // @jasonmun
  5. 5. overdose.digital // @jasonmun
  6. 6. overdose.digital // @jasonmun
  7. 7. overdose.digital // @jasonmun
  8. 8. overdose.digital // @jasonmun • https://www.yourwebite.com.au • https://yourwebite.com.au • http://www.yourwebite.com.au • http://yourwebite.com.au • Any other subdomains… You can never have TOO MUCH data! It can help diagnose and investigate issues HTTPS WWW Version HTTP WWW Version
  9. 9. overdose.digital // @jasonmun
  10. 10. overdose.digital // @jasonmun
  11. 11. overdose.digital // @jasonmun
  12. 12. overdose.digital // @jasonmun 1. Login to Google Analytics 2. Admin (cog wheel on the left) 3. Property > Property Settings 4. Under Search Console > Click “Adjust Search Console” 5. Follow the prompts 6. Select your default / canonicalised domain!
  13. 13. overdose.digital // @jasonmun
  14. 14. overdose.digital // @jasonmun
  15. 15. overdose.digital // @jasonmun
  16. 16. overdose.digital // @jasonmun Click to reveal keywords
  17. 17. overdose.digital // @jasonmun • Identify search queries that are ranking at the bottom of page 1 • Use them to optimise your landing page • Improve avg position = Improve conversions • This can also often reveal keyword ideas that you may not be aware! • There could be gold nuggets in here
  18. 18. overdose.digital // @jasonmun
  19. 19. overdose.digital // @jasonmun
  20. 20. overdose.digital // @jasonmun
  21. 21. overdose.digital // @jasonmun
  22. 22. overdose.digital // @jasonmun • Use the usual keyword research tools (take your pick): Google Keyword Planner Keywordtool.io Keywords Everywhere SEMrush Ahrefs • Match and map keywords to the pages of your website • Remember to do the “what does Google think” test for keywords that have multiple intents/meaning https://backlinko.com/keyword-research
  23. 23. overdose.digital // @jasonmun
  24. 24. overdose.digital // @jasonmun
  25. 25. overdose.digital // @jasonmun
  26. 26. overdose.digital // @jasonmun https://www.cottonking.com/buy-cotton-t-shirts-online-buy-t-shirts-with-pocket- online-at-best-price/162-buy-tshirt-online-office-wear-tshirt-cotton-online-a14244.html
  27. 27. overdose.digital // @jasonmun
  28. 28. overdose.digital // @jasonmun • Don’t keyword stuff – keyword density is a MYTH • Never jeopardise UX for SEO gains • Google has evolved, they evaluates websites differently: Engagement (bounce rate, stickiness) E-A-T and Y-M-Y-L Speed Mobile first lens • Use short and succinct title tags • Use strong call to actions and USPs in meta descriptions • ….more https://moz.com/learn/seo/on-page-factors
  29. 29. overdose.digital // @jasonmun
  30. 30. overdose.digital // @jasonmun https://backlinko.com/search-engine-ranking
  31. 31. overdose.digital // @jasonmun Let’s compare these two pages
  32. 32. overdose.digital // @jasonmun VS • • • • • • •
  33. 33. overdose.digital // @jasonmun • Apply the 80-20 rule • Work on your top 20% products • Based on popularity, margin & keyword search volume • Optimisation ideas: Unique product descriptions (don’t use default) Provide “your” recommendations/review Establish authority & expertise Instructions & How to Use guides Product matching recommendations Unboxing videos
  34. 34. overdose.digital // @jasonmun
  35. 35. overdose.digital // @jasonmun • 70% of customers read reviews or ratings before making a final purchase • 63% of consumers are more likely to purchase from a site if it has product ratings & reviews • Builds trust, social proof and adds depth to the product page • Product reviews trigger “star ratings” rich snippets in the SERPs – when marked up with Schema tags • Rich snippets is great for standing out and increasing CTR
  36. 36. overdose.digital // @jasonmun • Use 3rd party tools such as: • They integrate with many different E-commerce platforms • Fully automated, requesting reviews from your customers at the appropriate time (post purchase) • Incentivise customers to leave reviews by offering discount off next purchase • WIN-WIN
  37. 37. overdose.digital // @jasonmun
  38. 38. overdose.digital // @jasonmun
  39. 39. overdose.digital // @jasonmun https://www.petstock.com.au/dog/food-1/dry-food https://www.petstock.com.au/dog/food-1/dry-food/filter/balanced-life-b-3586 https://www.petstock.com.au/dog/food-1/dry-food/filter/balanced-life-b-3586/bonnie-b-1464 https://www.petstock.com.au/dog/food-1/dry-food/filter/balanced-life-b-3586/bonnie-b-1464/canidae-b-1482 https://www.petstock.com.au/dog/food-1/dry-food/filter/balanced-life-b-3586/bonnie-b-1464/canidae-b-1482/sort/name-a-to-z https://www.petstock.com.au/dog/food-1/dry-food/filter/balanced-life-b-3586/bonnie-b-1464/canidae-b-1482/sort/best-selling https://www.petstock.com.au/dog/food-1/dry-food/filter/balanced-life-b-3586/bonnie-b-1464/canidae-b-1482/sort/name-z-to-a https://www.petstock.com.au/dog/food-1/dry-food/sort/name-z-to-a/page/2 https://www.petstock.com.au/dog/food-1/dry-food/sort/price-low/page/5 https://www.petstock.com.au/dog/food-1/dry-food/sort/best-selling/page/3 FacetedNavFiltersPagination
  40. 40. overdose.digital // @jasonmun • 108 different faceted options = 1,170,505,728 combos • 7 sorting/filtering options • 8 pages of products 1,170,505,728 x 7 x 8 = 65 billion URL combinations This is only one product category!
  41. 41. overdose.digital // @jasonmun • NO canonical tags • NO proper meta robots tag • NO robots.txt blocks • Impacts SEO performance
  42. 42. overdose.digital // @jasonmun • Identify URL patterns for faceted navigation and filters • Use robots.txt to control crawling Disallow: /*/sort/* Disallow: /*/filter/* Disallow: /*mode=* Disallow: /*manufacturer=* • Use meta robots tag to control indexing <meta name=”robots” content=”noindex,follow” /> https://www.contentkingapp.com/academy/control-crawl-indexing/
  43. 43. overdose.digital // @jasonmun
  44. 44. overdose.digital // @jasonmun /collections/mens-footwear/products/vans- vans-old-skool-mono-bumper-burgundy-white /products/vans-vans-old-skool-mono-bumper-burgundy-white/collections/mens-footwear-lows/products/vans-vans-old- skool-mono-bumper-burgundy-white • Same product categorised in to multiple categories • Unique URLs depending on click/crawl path • Content is identical
  45. 45. overdose.digital // @jasonmun • It confuses the hell out of the bots • No control over which version gets indexed and displayed in SERPs • If you are checking your SERPs in Google and notice the message below, chances are you have some internal duplicate content issue: Source: Moz.com
  46. 46. overdose.digital // @jasonmun • Using advanced Google search queries • Cherry pick a few product pages and run these queries site:yourdomain.com.au inurl:product-url-key OR site:yourdomain.com.au intitle:product name OR site:yourdomain.com.au “snippet of content”
  47. 47. overdose.digital // @jasonmun /products/vans-vans-old-skool-mono-bumper-burgundy-white /collections/mens-footwear/products/vans-vans-old-skool-mono- bumper-burgundy-white /collections/mens-footwear-lows/products/vans-vans-old-skool- mono-bumper-burgundy-white /collections/sales/products/vans-vans-old-skool-mono-bumper- burgundy-white <link rel=“canonical” href=“https://www.culturekings.com.au/products/vans-vans-old- skool-mono-bumper-burgundy-white” /> <link rel=“canonical” href=“https://www.culturekings.com.au/products/vans-vans-old- skool-mono-bumper-burgundy-white” /> <link rel=“canonical” href=“https://www.culturekings.com.au/products/vans-vans-old- skool-mono-bumper-burgundy-white” /> DUPLICATE #2 DUPLICATE #3 CANONICAL VERSION DUPLICATE #1
  48. 48. overdose.digital // @jasonmun /products/vans-vans-old-skool-mono-bumper-burgundy-white /collections/mens-footwear/products/vans-vans-old-skool-mono- bumper-burgundy-white /collections/mens-footwear-lows/products/vans-vans-old-skool- mono-bumper-burgundy-white /collections/sales/products/vans-vans-old-skool-mono-bumper- burgundy-white <link rel=“canonical” href=“https://www.culturekings.com.au/products/vans-vans-old- skool-mono-bumper-burgundy-white” /> <link rel=“canonical” href=“https://www.culturekings.com.au/products/vans-vans-old- skool-mono-bumper-burgundy-white” /> <link rel=“canonical” href=“https://www.culturekings.com.au/products/vans-vans-old- skool-mono-bumper-burgundy-white” /> DUPLICATE #1 DUPLICATE #2 DUPLICATE #3 CANONICAL VERSION
  49. 49. overdose.digital // @jasonmun /products/vans-vans-old-skool-mono-bumper-burgundy-white CANONICAL VERSION Canonical
  50. 50. overdose.digital // @jasonmun /products/vans-vans-old-skool-mono-bumper-burgundy-white CANONICAL VERSION Canonical
  51. 51. overdose.digital // @jasonmun /products/vans-vans-old-skool-mono-bumper-burgundy-white CANONICAL VERSION
  52. 52. overdose.digital // @jasonmun /products/vans-vans-old-skool-mono-bumper-burgundy-white CANONICAL VERSION
  53. 53. overdose.digital // @jasonmun
  54. 54. overdose.digital // @jasonmun Page 1 https://www.theathletesfoot.com.au/category-mens/mens- run.html Page 2 https://www.theathletesfoot.com.au/category-mens/mens- run.html Page 3 https://www.theathletesfoot.com.au/category-mens/mens- run.html Click to load more Click to load more
  55. 55. overdose.digital // @jasonmun Page 1 https://www.theathletesfoot.com.au/category-mens/mens- run.html Page 2 https://www.theathletesfoot.com.au/category-mens/mens- run.html Page 3 https://www.theathletesfoot.com.au/category-mens/mens- run.html Click to load more Click to load more
  56. 56. overdose.digital // @jasonmun Disable Javascript in your browser, if NO pagination links are available – it is problem Check source code for pagination tags rel=“next” or rel=“prev”. If missing, it is a problem
  57. 57. overdose.digital // @jasonmun https://webmasters.googleblog.com/2014/02/infinite-scroll-search-friendly.html John Mueller’s example - http://scrollsample.appspot.com/items
  58. 58. overdose.digital // @jasonmun John Mueller’s example - http://scrollsample.appspot.com/items • Chunk your content up in to pages (eg, 16 products per page) • Each chunk/page contains a full URL (eg, /shoes?page=2) • Implement pagination tags in the <head> • Implement replaceState/pushState on infinite scroll page – URL changes as the user scrolls down for more products • Works with and without Javascript – users and bots are happy!
  59. 59. overdose.digital // @jasonmun
  60. 60. overdose.digital // @jasonmun awesomesauce.com awesomesauce.com/au/ awesomesauce.com/nz/ awesomesauce.com/uk/ Default website catering for “other” countries Catered for AU users, unique content and currency Catered for NZ users, unique content and currency Catered for UK users, unique content and currency
  61. 61. overdose.digital // @jasonmun awesomesauce.com awesomesauce.com/au/ awesomesauce.com/nz/ awesomesauce.com/uk/
  62. 62. overdose.digital // @jasonmun awesomesauce.com awesomesauce.com/au/ awesomesauce.com/nz/ awesomesauce.com/uk/ 4 8 8 8 Google typically crawl from US Google can only crawl the default website Google CANNOT crawl these country specific websites Google CAN’T index what it CAN’T crawl
  63. 63. overdose.digital // @jasonmun • Google can only rank the website that it can crawl • Country specific websites will struggle to rank • VERY little traffic and low indexation .com .com/au/
  64. 64. overdose.digital // @jasonmun
  65. 65. overdose.digital // @jasonmun
  66. 66. overdose.digital // @jasonmun
  67. 67. overdose.digital // @jasonmun • High number of 404 errors • Due to website changes and no proper page retirement • When a product/category goes out of stock…DELETE
  68. 68. overdose.digital // @jasonmun dress products jeans products jacket products bag products HOMEPAGE
  69. 69. overdose.digital // @jasonmun dress products jeans products jacket products bag products HOMEPAGE
  70. 70. overdose.digital // @jasonmun
  71. 71. overdose.digital // @jasonmun White Floral Maxi Dress Men’s Blue Skinny Jeans Nikon DSLR D90 GoPro Hero 2017 /womens/maxi- dresses /mens/jeans /brand/nikon GoPro Hero 2018 301 redirect 301 redirect 301 redirect 301 redirect Redirect to the closest matched category page Redirect to the closest matched category page Redirect to the “brand” category page Redirect to an updated version of the same product
  72. 72. overdose.digital // @jasonmun Overdose Digital // Digital Commerce Agency @jasonmun / jasonmun.com https://overdose.digital http://au.linkedin.com/in/jason-mun-8698a13
  73. 73. overdose.digital // @jasonmun

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