1. Yauhen Khutarniuk
Head of SEO at Link-Assistant.Com
@LinkAssistant
Facebook.com/linkassistant

2. Make your SEO work harder:
tactics you can implement to your e-commerce site right now

3. Challenges:
httpsPanda Penguin Mobile Site speed

4. Websites in the wild:
URL Mobile Friendly Site Speed HTTPS Everywhere
expertcompany.ro No 59/100 No
sigmanet.ro Yes 54/100 No
altex.ro No 76/100 No
emag.ro Yes 52/100 No
e-cumpara.ro No 68/100 No

5. Panda: challenges
• Content is not truly original
• Duplicate or overlapping content
• URL based duplication
• Syndicated content
• Thin or low quality content

6. Product Page Product Image Page
http://bit.ly/1J6n1WQ http://bit.ly/1J6n1X3

7. Panda: solutions
• Continuously audit your websites
• Eliminate or de-index thin and duplicate content
• Develop content strategy
• Create incentives for user generated content

8. Panda: what to remove
• Terms and conditions/ Policies/ Disclaimers and similar pages
• One product but different color/ size/ dimensions
• Discontinued items
• Outdated promotions and special offers
• Internal search query pages (‘no results’ pages)

9. Panda: site structure – the lazy way
Home Page
In index
Category
In index
Product 1
Not in index
Product 2
Not in index
Brand
In index
Product 3
Not in index
Product 4
Not in index
Category 2
In index
Product 5
Not in index
Product 6
Not in index

10. Panda: site structure – a LESS lazy way
Home Page
In index
Category
In index
Product
1 In index
Similar
Product
Not in index
Similar
Product
Not in index
Brand
In index
Product 2
In index
Similar
Product
Not in index
Similar
Product
Not in index
Category 2
In index
Product 3
In index
Similar
Product
Not in index

11. Panda: how to remove content
• 404 or 301
• robots.txt
• <meta name=“robots” content=“noindex”>
• <link rel=“canonical” href=“https://domain.com/canonical.html”>

12. Panda: solutions
• Continuously audit your websites
• Monitor organic traffic
• Eliminate or de-index thin and duplicate content
• Develop content strategy
• User generated content

13. Penguin: challenges
• A lot of same type backlinks
• Low anchor diversity
• ‘Non-editorial’ backlinks
• Negative SEO

14. Penguin: solutions
• Continuously audit backlinks (SEO SpyGlass, Majestic, ahrefs)
• Monitor organic traffic
• Check out warnings in Webmasters Tools
• Clean up backlink profile
• Disavow (https://www.google.com/webmasters/tools/disavow-links-
main)

15. Mobile: challenges
• Bad user experience = lower sales
• Non mobile-friendly web pages get lower rankings

16. Mobile: solutions
• Test: https://www.google.com/webmasters/tools/mobile-friendly/
• Choose the right technology: responsive (recommended),dynamic
serving, or special URLs
• Keep mobile resources (CSS, Java) crawlable
• Content should be available
• Double check redirects

17. Mobile: solutions
Responsive web design
Dynamic serving
Dedicated URLs
• Easier changes
• Custom user experience
• Faulty device detection
• Faulty redirects
• One URL for all content
• Custom user experience
• Easier changes
• Faster loading
• Faulty device detection
• Faulty redirects
• One URL for all content
• Better user experience
• No redirects

18. Mobile: solutions
• Test: https://www.google.com/webmasters/tools/mobile-friendly/
• Choose the right technology: responsive (recommended),dynamic
serving, or special URLs
• Keep mobile resources (CSS, Java) crawlable
• Content should be available
• Double check redirects

19. Site speed: challenges
• Bad user experience = lower sales
• Slow web pages get lower rankings

20. Site speed: solutions
• Test: https://developers.google.com/speed/pagespeed/insights/
• Avoid unnecessary redirects
• Optimize images
• Use browser caching
• Prioritize visible content
• Use asynchronous scripts

21. https: challenges
• Customers expect personal data and transactions to be secure
• https is yet another ranking factor
• Google wants https to be everywhere

22. https: solutions
• Test: https://www.ssllabs.com/ssltest/analyze.html
• SSL certificate (Rapid SSL, Global Sign, Comodo)
• Static dedicated IP
• If you use CDN, make sure it supports SSL
• All internal links must be https
• Redirect from http to https
• SSL may slow down your website

23. Act now!

24. Resources:
• Google webmasters tools:
https://google.com/webmasters/tools
• Robots.txt page:
http://www.robotstxt.org/
• Rel Canonical:
https://support.google.com/webmasters/answer/139066?hl=en
• Mobile test:
https://www.google.com/webmasters/tools/mobile-friendly/
• Speed test:
https://developers.google.com/speed/pagespeed/insights/
• SSL test:
https://www.ssllabs.com/ssltest/

25. Slide deck available at: