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eCommerce SEO Shopping Spree - State of Search 2013

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My presentation on eCommerce SEO from State of Search 2013 in Dallas, TX.

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eCommerce SEO Shopping Spree - State of Search 2013

  1. eCommerce SEO Shopping Spree @mike_arnesen #StateOfSearch #eComSEO
  2. What’s up State of Search?! Mike Arnesen SEO Team Manager, SwellPath Google.com/search?q=mike+arnesen Sweet Hashtags: #StateOfSearch #eComSEO
  3. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  4. @mike_arnesen #StateOfSearch #eComSEO
  5. @mike_arnesen #StateOfSearch #eComSEO
  6. @mike_arnesen #StateOfSearch #eComSEO
  7. This is going to be rapid fire… @mike_arnesen #StateOfSearch #eComSEO
  8. @mike_arnesen #StateOfSearch #eComSEO
  9. Use a Flat Site Architecture @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen#StateOfSearch #eComSEO
  10. Avoid meaningless URLs. Do this… …not that. @mike_arnesen #StateOfSearch #eComSEO •  •  •  Directories represent site architecture Describe from broad to narrow @mike_arnesen Human readable #StateOfSearch #eComSEO
  11. @mike_arnesen #StateOfSearch #eComSEO •  Don’t sacrifice accessibility for flashiness. •  Usable without JS? •  Meaningful anchor text? @mike_arnesen #StateOfSearchfocus. •  Limit choices; #eComSEO
  12. •  For users and bots •  Make each item clickable •  Use breadcrumb markup (schema.org) @mike_arnesen #StateOfSearch #eComSEO
  13. Let’s talk about in 2014 •  Not the place to stuff links …or your page content. •  Highlight a few important pages. •  I still use nofollow, @mike_arnesen #StateOfSearch #eComSEO
  14. Provide additional: •  Context •  Crawl paths •  Shopping ideas @mike_arnesen #StateOfSearch #eComSEO
  15. Provide additional: •  Context •  Crawl paths •  Shopping ideas @mike_arnesen #StateOfSearch #eComSEO
  16. Don’t confuse RoboPuppy @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  17. Always use content on category gridwalls •  What am I looking at? •  What’s unique here? @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  18. Always use content on category gridwalls •  Effective at increasing ranking. •  Important for avoiding thin content. •  It’s also a branding opportunity! @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  19. @mike_arnesen #StateOfSearch #eComSEO
  20. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO Content Integration Make sure to frame supplemental content as a fallback for basic browsers.
  21. 1.  Do your research 2.  Outsource initial copywriting 3.  Polish the result & push live @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  22. Protect yourself from the P n a Don’t put up #PandaBait …unless you have nothing on your plate for the next few months. @mike_arnesen #StateOfSearch #eComSEO
  23. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  24. Duplicate content can be really annoying. •  •  •  •  •  Invest in unique product descriptions Use proper pagination Have a canonical strategy in place Noindex when appropriate Use clean URL handling @mike_arnesen #StateOfSearch #eComSEO
  25. Use pagination and/or canonicalization on category gridwalls •  Rel prev & next are your friends! •  Make “view all” the canonical. @mike_arnesen #StateOfSearch #eComSEO
  26. Specify canonical products Near-identical products can cause issues •  Canonize the best seller •  Create unique descriptions •  Consolidate pages @mike_arnesen #StateOfSearch #eComSEO
  27. NoIndex is your friend Stop! @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  28. WWW, Trailing Slash, & Index Resolution Practice good housekeeping to avoid being overrun with duplicate content! •  Non-WWW URLs to WWW (or vice versa) •  Non-trailing slash to trailing slash •  index.php (and similar) to trailing slash @mike_arnesen #StateOfSearch #eComSEO
  29. Leverage multiple XML sitemaps to monitor indexation by page type. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  30. @mike_arnesen #StateOfSearch #eComSEO
  31. This stuff is the future. Don’t be the last one to the party! @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  32. @mike_arnesen #StateOfSearch #eComSEO
  33. @mike_arnesen #StateOfSearch #eComSEO
  34. @mike_arnesen #StateOfSearch #eComSEO
  35. Review & Rating Markup Simple semantic markup for PDPs, with proven ROI. @mike_arnesen #StateOfSearch #eComSEO
  36. Twitter Cards @mike_arnesen #StateOfSearch #eComSEO OpenGraph Rich Pins @mike_arnesen #StateOfSearch #eComSEO
  37. Use this template in your <head> to enable all three. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  38. @mike_arnesen #StateOfSearch #eComSEO http://www.swellpath.com/2013/04/google-plus-interactive-posts/
  39. Do you own your brand name image SERPs? Calvin Klein doesn’t have any ranked images for this branded search! How about alt text, image sitemaps, & friendly filenames? @mike_arnesen #StateOfSearch #eComSEO
  40. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  41. Site speed is a factor for competitive queries! Focus on Time to First Byte. @mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
  42. These guys want you to be responsive! @mike_arnesen #StateOfSearch #eComSEO
  43. @mike_arnesen #StateOfSearch #eComSEO
  44. Google+ Brand Page Integration Leverage rel=publisher for superior branded SERPs. @mike_arnesen #StateOfSearch #eComSEO
  45. Organization & Logo Markup Suggest which logo should be used in the Knowledge Graph. @mike_arnesen #StateOfSearch #eComSEO
  46. Organization & Logo Markup @mike_arnesen #StateOfSearch #eComSEO
  47. @mike_arnesen #StateOfSearch #eComSEO
  48. Use Google Analytics eCommerce tagging Make sure you’re ready to prove your ROI. http://cutroni.com/blog/google-analytics-for-ecommerce/ @mike_arnesen #StateOfSearch #eComSEO
  49. Understand & Predict Seasonality Use historical analytics, Google Insights, and stakeholder experience to map out seasonality. @mike_arnesen #StateOfSearch #eComSEO
  50. Get your updates out early and be prepared. Give holiday campaign pages time to index & rank. Start building links ahead of time. @mike_arnesen #StateOfSearch #eComSEO
  51. Resources, tutorials, and more in this link bundle: bit.ly/sos_ecom Mike Arnesen SEO Team Manager at SwellPath @mike_arnesen | +MikeArnesen www.mikearnesen.com @mike_arnesen #StateOfSearch #eComSEO

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