SEO For Marketplaces: Overcoming Technical Challenges #WTSFest

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#seomarketplaces at #WTSFest by @aleyda from @orainti

#seomarketplaces at #wtsfest by @aleyda from @orainti
SEO FOR MARKETPLACES
Overcoming Technical Challenges

#seomarketplaces at #wtsfest by @aleyda from @orainti
Do you recognize
any of these
Websites?

#seomarketplaces by @aleyda from @oraintihttps://a16z.com/2020/02/18/marketplace-100/
These are the largest
and fastest-gr...

#seomarketplaces by @aleyda from @oraintihttp://blog.linnworks.com/complete-list-of-online-marketplaces
Marketplaces are s...

#seomarketplaces by @aleyda from @oraintihttps://a16z.com/2018/11/27/services-marketplaces-service-economy-evolution-whats...

#seomarketplaces by @aleyda from @oraintihttps://a16z.com/2020/02/18/marketplace-100/
… and can be found
across almost any...

#seomarketplaces at #wtsfest by @aleyda from @orainti
From car rental to home decoration or sneakers
marketplaces

#seomarketplaces at #wtsfest by @aleyda from @orainti
Although marketplaces share characteristics with
e-commerce sites…
T...

#seomarketplaces at #wtsfest by @aleyda from @orainti
… they have an additional layer of complexity due to its
two-sided p...

#seomarketplaces at #wtsfest by @aleyda from @orainti
They need to attract and convert customers,
as well as the clients o...

#seomarketplaces at #wtsfest by @aleyda from @orainti
... at scale

#seomarketplaces at #wtsfest by @aleyda from @orainti
With products/services that can be found with the same
descriptions ...

#seomarketplaces at #wtsfest by @aleyda from @orainti
While trying to not
becoming obsolete
as an intermediary

#seomarketplaces at #wtsfest by @aleyda from @orainti
Marketplaces can be
amazing sites to
sharpen your SEO skills
… or it...

#seomarketplaces by @aleyda from @oraintihttps://twitter.com/thetafferboy/status/1232068982045323265
…Particularly your
te...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Internal linking
and indexing of
facets with non-
standardized
attri...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Let’s see how to handle
them to help you win
survive your marketplac...

#seomarketplaces by @aleyda from @orainti
Optimizing products
pages with limited
control and highly
dynamic inventory
#seo...

#seomarketplaces at #wtsfest by @aleyda from @orainti
All paths of your site lead to your products pages,
which can make o...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Marketplaces need
to be ready to
index and crawl a
highly dynamic
pr...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Your products
pages are
valuable
to attract bottom
of the funnel
sea...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Product pages
tend to be also
highly shared
and a magnet
for backlin...

#seomarketplaces at #wtsfest by @aleyda from @orainti
… which can end up making them some
of your top URLs traffic wise too

#seomarketplaces at #wtsfest by @aleyda from @orainti
It’s easy to
generate
errors with
them though

#seomarketplaces at #wtsfest by @aleyda from @orainti
Which at an
aggregated
basis, doesn’t
only hurt your
Website
crawlab...

#seomarketplaces at #wtsfest by @aleyda from @orainti
…But also
ultimately, makes
you lose trafﬁc
and conversions
that you...

#seomarketplaces at #wtsfest by @aleyda from @orainti#seomarketplaces at #wtsfest by @aleyda from @orainti
Automated valid...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Assist merchants
through the
product
publishing
process to give as
m...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Establish minimum
descriptions
requirements within
the system when
p...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Don’t allow the same product to be listed twice by the
same vendor t...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Define a number of relevant categories the products
can be connected...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Create SEO best
practices,
guidelines and
tutorials for
vendors to m...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Use it to differentiate products metadata & descriptions
to be speci...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Each product should be listed in at least a full
categories>sub-cate...

#seomarketplaces at #wtsfest by @aleyda from @orainti
These categories/facets should be linked through their
canonical URL...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Linking and including in the XML sitemaps
the original products URLs...

#seomarketplaces at #wtsfest by @aleyda from @orainti
What happens when products are not sold anymore?

#seomarketplaces at #wtsfest by @aleyda from @orainti
When the product goes out of stock, it should be then
eliminated fro...

#seomarketplaces at #wtsfest by @aleyda from @orainti
If it’s a temporary
status or you’re
unsure, the
product page
should...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Giving also the
option to users
to be notified
when the
product come...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Feature a message explaining
why the user is redirected
If it’s perm...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Avoid 301-redirects to generic or non-relevant
categories that won’t...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Another option is 301-redirecting to similar product
but it can caus...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Avoid 302
redirects to make
sure you pass the
old product page
value...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Don’t show 404s for out of stock products
w/ backlinks, you miss val...

#seomarketplaces at #wtsfest by @aleyda from @orainti
You can use 410 http status for permanent out of
stock pages with no...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Schedule continuous crawls to run & be delivered
automatically to id...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Set real time SEO
monitoring and
alerts, to be
warned if your
produc...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Integrate Web traffic
and rankings data to
alerts validations,
prior...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Configure the alerts
to be directly
delivered to your
communication ...

#seomarketplaces at #wtsfest by @aleyda from @orainti
It's about
aligning the
crawling and
indexing of
your products to
th...

#seomarketplaces by @aleyda from @orainti#seomarketplaces at #wtsfest by @aleyda from @orainti
Internal linking and
indexi...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Should a shoe query of a specific model and color be
targeted by a p...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Should you
canonicalize a
facet after a
certain level of
depth to it...

#seomarketplaces at #wtsfest by @aleyda from @orainti
You want to avoid a sub-optimal targeting and
rankings with a too sp...

#seomarketplaces at #wtsfest by @aleyda from @orainti
… or a still too generic sub-category that won’t be as
relevant for ...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Sometimes this happens because the relevant
indexable facet doesn’t ...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Sometimes it
does exist but
is not self-
canonicalized

#seomarketplaces at #wtsfest by @aleyda from @orainti
… or it hardly has internal links because the
navigation towards it ...

#seomarketplaces at #wtsfest by @aleyda from @orainti
But you also don't want to waste your site crawling
on not worthy to...

#seomarketplaces at #wtsfest by @aleyda from @orainti#seomarketplaces at #wtsfest by @aleyda from @orainti
It's about alig...

#seomarketplaces at #wtsfest by @aleyda from @orainti
On one hand, it depends
on the demand volume
and intent: How many
se...

#seomarketplaces at #wtsfest by @aleyda from @orainti
… on the other,
the existing
supply: How
many of these
speciﬁc
produ...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Also, can these queries generate conversions that
will compensate th...

#seomarketplaces at #wtsfest by @aleyda from @orainti
So, those facets
with too little
products or
targeting non-
popular ...

#seomarketplaces at #wtsfest by @aleyda from @orainti
While obfuscating
their internal
linking, to avoid
crawling not
mean...

#seomarketplaces at #wtsfest by @aleyda from @orainti
However, you want
to start indexing
and optimizing
facets that targe...

#seomarketplaces at #wtsfest by @aleyda from @orainti
How can you identify these
opportunities with so many
category level...

#seomarketplaces at #wtsfest by @aleyda from @orainti
You can quickly
validate the most
popular sub-topics
searched along ...

#seomarketplaces at #wtsfest by @aleyda from @oraintianalytics
Monitor your internal search results queries:
repeated, rel...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Do the same with your trending products per category:
what are their...

#seomarketplaces at #wtsfest by @aleyda from @oraintisistrix
Look for ranked
but cannibalized
categories/
products queries...

#seomarketplaces at #wtsfest by @aleyda from @oraintisemrush
… Verify if your ranked pages are continuously
switching in s...

#seomarketplaces at #wtsfest by @aleyda from @oraintisurfer
What are the top
ranked pages
above yours:
What type of
pages ...

#seomarketplaces at #wtsfest by @aleyda from @oraintisemrush
Check and
compare the
indexable facets of
the competitors
con...

#seomarketplaces at #wtsfest by @aleyda from @orainti
How can you differentiate and organize your Web
listings to better a...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Remember that is
not only about
start indexing and
linking to them,
...

#seomarketplaces at #wtsfest by @aleyda from @orainti
It should be about
effectively
showcasing the
existing supply to
sat...

#seomarketplaces at #wtsfest by @aleyda from @orainti
... indexing &
linking your Web
taxonomy,
including facets,
accordin...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Remember that is
not about indexing
more pages, but
better pages

#seomarketplaces at #wtsfest by @aleyda from @orainti
Sounds like too much and rather not possible?

#seomarketplaces at #wtsfest by @aleyda from @orainti
It's doable when you have resources and ﬂexibility
to optimize the p...

#seomarketplaces at #wtsfest by @aleyda from @orainti
Surviving winning
marketplaces technical
SEO challenges is
possible…

#seomarketplaces at #wtsfest by @aleyda from @orainti
... and it can be
highly proﬁtable
and worthy when
it happens!

#seomarketplaces at #wtsfest by @aleyda from @orainti
I’m Aleyda Solis
*SEO Consultant & Founder at Orainti
*SEO Speaker a...

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