Emily Mace BrightonSEO Talk September 2017
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Technical SEO for e-commerce at home and abroad. Topics include: Infinite scroll, Faceted navigation, Content and Keywords, Handling 'out of stock' products, Seasonal refreshes of content, Product options and Hreflang tags.
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Emily Mace BrightonSEO Talk September 2017
- 1. Emily Mace Technical SEO for E-commerce at home and abroad @IAmTheLaserHawk
- 2. 2 To infinity and beyond @IAmTheLaserHawk
- 3. 3 Infinite scroll Lists all products on one page Alternative method of showing pagination Great for UX and mobile @IAmTheLaserHawk
- 4. 4 Works really well in Asian countries where users are used to longer pages… Infinite scroll and international @IAmTheLaserHawk
- 6. 6 What happens when infinite scroll goes wrong? Uncrawlable contentOrphaned pages Lost rankings and sales @IAmTheLaserHawk
- 7. 7 Infinite scroll – getting it right URL changes to show page numbers as you scroll down ?scrollpage=2 @IAmTheLaserHawk
- 8. 8 Infinite scroll and pagination working together User sees: @IAmTheLaserHawk
- 9. 9 Infinite scroll and pagination working together Search Engine sees: @IAmTheLaserHawk
- 10. 10 Infinite scroll – getting it right No change to URLPagination in the code Prev and Next tags in <head> @IAmTheLaserHawk
- 11. 11 User sees: Infinite scroll and pagination working together @IAmTheLaserHawk
- 12. 12 Search Engine sees: Infinite scroll and pagination working together @IAmTheLaserHawk
- 14. 14 Faceted navigation Ability to filter results to find the perfect product Again great for users Works well with infinite scroll too @IAmTheLaserHawk
- 15. 15 URLs and faceted navigation But what happens to our URLs? www.mysite.com/category/sub-category @IAmTheLaserHawk
- 16. 16 URL and faceted navigation www.mysite.com/category/ sub-category/?price=5-150 Price • £5-£150 @IAmTheLaserHawk
- 17. 17 URL and faceted navigation www.mysite.com/category /sub-category/?price=5- 150&style=ABC Price • £5-£150 Style • ABC @IAmTheLaserHawk
- 18. 18 URL and faceted navigation www.mysite.com/category/ sub-category/?price=5- 150&style=ABC&size=123 Price • £5-£150 Style • ABC Size • 123 @IAmTheLaserHawk
- 19. 19 URL and faceted navigation www.mysite.com/category /sub-category/?price=5- 150&style=ABC&size=12 3&colour=purple And on and on and on… Price • £5-£150 Style • ABC Size • 123 Colour • Purple @IAmTheLaserHawk
- 20. 20 So it could be this www.mysite.com/category/sub-category/?price=5- 150&style=ABC&size=123&colour=purple&Brand =StarWars&Character=BB-8&episode=The- Force-Awakens&gender=girls&delivery=next- day&packaging=gift&condition=New&reviews=4-5 @IAmTheLaserHawk
- 21. 21 URL and faceted navigation Not great for SEO and could create lots of competing pages… @IAmTheLaserHawk
- 23. 23 How to control this Just one page visible when parameters added Robots.txt Canonical tags Parameter handling @IAmTheLaserHawk
- 24. 24 How to control this @IAmTheLaserHawk
- 26. 26 The e-commerce myth Category pages have no content on them and so are thin…. @IAmTheLaserHawk
- 27. 27 E-commerce sites have thin content @IAmTheLaserHawk
- 28. 28 Ecommerce sites have thin content Search engines are cleverer than you think Writing “SEO content” which doesn’t add value to users won’t help @IAmTheLaserHawk
- 29. 29 Category pages – what is important Use of keywords Access via menu Usability @IAmTheLaserHawk
- 31. 31 Product and category keyword usage Talking of keyword usage, let’s go a bit basic… @IAmTheLaserHawk
- 32. 32 Product and category keyword usage Marketing says: I know it’s a pair of skinny fit jeans but they are called “Dave” @IAmTheLaserHawk
- 33. 33 Product and category keyword usage SEO data shows: Who knows “Dave” is a pair of jeans? People search for jeans and skinny jeans… @IAmTheLaserHawk
- 34. 34 When it goes wrong Average ranking for non brand keywords 33 Average ranking for brand keywords 5 @IAmTheLaserHawk
- 35. 35 What competitor research tells us Our research shows using keywords gets sites ranking and higher levels of potential traffic @IAmTheLaserHawk
- 36. 36 Product and category keyword usage We all know this! @IAmTheLaserHawk
- 37. 37 But why is it important? Keyword visibility Helps marketplace performance Helps PLAs for paid Let’s try and get marketing on board, eh? @IAmTheLaserHawk
- 38. 38 Out of stock products @IAmTheLaserHawk
- 39. 39 Heading out of stock products Redirect to top level Redirect to another product Broken page (410 or 404) Keep live @IAmTheLaserHawk
- 40. 40 Keep products live Always best for SEO Better for customer Maintains our authority @IAmTheLaserHawk
- 41. 41 Handling out of stock products Mandatory LEGO slide coming up… @IAmTheLaserHawk
- 42. 42 Make it clear on your product wall So the page is still indexed and linked to BUT people know they can’t buy it @IAmTheLaserHawk
- 43. 43 Make it clear on the product page too @IAmTheLaserHawk
- 44. 44 Similar items Don’t forget to recommend similar items on your out of stock products @IAmTheLaserHawk
- 46. 46 If you can’t keep live Redirect to a similar product – better user experience than a 404 @IAmTheLaserHawk
- 48. 48 Seasonal refreshes Similar to out of stock products @IAmTheLaserHawk
- 49. 49 Seasonal refreshes and your visibility @IAmTheLaserHawk
- 50. 50 Seasonal refreshes Where does your boots page go in summer? Do you include the year in the launch page? e.g.Fall Winter 2017 What about our SEO authority? @IAmTheLaserHawk
- 51. 51 Seasonal refreshes Avoid naming conventions which include years Keep holding pages for product lines live in your HTML sitemap so they exist and aren’t orphaned – including sales pages @IAmTheLaserHawk
- 52. 52 Seasonal refreshes Have a landing page telling people jumpers aren’t on sale at the moment because it’s SUNNY! Redirect product pages to the landing page…. @IAmTheLaserHawk
- 54. 54 A quick one on product options When adding products don’t add a new product page for each option… @IAmTheLaserHawk
- 56. 56 A quick one on product options Have one page which includes all options @IAmTheLaserHawk
- 58. 58 How do I even Hreflang all of that? What do we need to do? Considering international is key, getting your Hreflang tags right is the best kick off point This need not be hard! I can help! @IAmTheLaserHawk
- 59. 59 We’re e-commerce… Let’s try and use our Hreflang tags in our sitemap to improve accuracy <url> <loc>http://www.example.com/english/</loc> <xhtml:link rel="alternate" hreflang="de" href="http://www.example.com/deutsch/" /> <xhtml:link rel="alternate" hreflang="de-ch" href="http://www.example.com/schweiz-deutsch/" /> </url> @IAmTheLaserHawk
- 60. 60 Why sitemaps? We’ve seen less issues with sitemap Hreflang tags compared to on page! Different stock availability Different products from country to country @IAmTheLaserHawk
- 61. 61 So what do we do with this Hreflang tag? Here’s a recap of some of my top Hreflang tag tips @IAmTheLaserHawk
- 62. 62 Languages and Countries Language first then country @IAmTheLaserHawk
- 63. 63 Languages and Countries Don’t make up languages or countries – sometimes the codes are different JA-JP for Japan Language first then country @IAmTheLaserHawk
- 64. 64 Languages and Countries Don’t make up languages or countries – sometimes the codes are different JA-JP for Japan Language first then country Don’t have an EU site in English and target it to every country in Europe individually @IAmTheLaserHawk
- 65. 65 Coding the correct way List of Hreflangs should include the language you’re on @IAmTheLaserHawk
- 66. 66 Coding the correct way List of Hreflangs should include the language you’re on Make sure each country sitemap tells the same story – don’t miss confirmation links (no return errors in GSC) @IAmTheLaserHawk
- 67. 67 Coding the correct way List of Hreflangs should include the language you’re on Make sure each country sitemap tells the same story – don’t miss confirmation links (no return errors in GSC) Don’t use URLs which redirect or are broken @IAmTheLaserHawk
- 68. 68 Hreflang tags don’t need to be hard… …but they do need to be right! @IAmTheLaserHawk
- 69. 69 So, WOW, I didn’t rant about IP serving this time! That’s a first! @IAmTheLaserHawk
- 70. 70 @IAmTheLaserHawk Did I mention, I’m looking for a talented graduate to join my SEO team - contact me on Twitter to find out more
Editor's Notes
- https://www.slideshare.net/OBAN-IDForum
- Tommy Hilfiger have a good set up
- https://www.waterstones.com/books/bestsellers/page/2
- http://www.asos.com/women/dresses/cat/?cid=8799&refine=attribute_1012:4456|size:2077|attribute_989:6333|currentprice:5%3C120¤tpricerange=5-365&pgesize=36
- Bigger fish to fry, let’s not worry about this so much eh?
- https://www.johnlewis.com/phase-eight-alessia-spot-dress-multi/p3167390?s_dressipi=true#prod-stock-email-overlay_show
- https://www.slideshare.net/OBAN-IDForum