eCommerce SEO Shopping Spree - State of Search 2013

•

20 likes•13,278 views

The document discusses eCommerce SEO best practices for site architecture, content, duplicate content issues, structured data, social media integration, site speed, and analytics. It provides tips for using flat site structures, meaningful URLs, content on category pages, canonicalization, XML sitemaps, responsive design, and Google Analytics tagging to improve search engine optimization for eCommerce websites.

Technology News & Politics

eCommerce SEO
Shopping Spree

@mike_arnesen #StateOfSearch #eComSEO

What’s up

State of Search?!

Mike Arnesen
SEO Team Manager, SwellPath

Google.com/search?q=mike+arnesen

Sweet Hashtags:
#StateOfSearch #eComSEO

@mike_arnesen #StateOfSearch #eComSEO

@mike_arnesen #StateOfSearch #eComSEO

This is going to be
rapid ﬁre…

@mike_arnesen #StateOfSearch #eComSEO

Use a Flat Site Architecture

@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen#StateOfSearch #eComSEO

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

@mike_arnesen #StateOfSearch #eComSEO

•  Don’t sacrifice accessibility
for flashiness.
•  Usable without JS?
•  Meaningful anchor text?
@mike_arnesen #StateOfSearchfocus.
•  Limit choices; #eComSEO

•  For users and bots
•  Make each item clickable
•  Use breadcrumb markup (schema.org)

@mike_arnesen #StateOfSearch #eComSEO

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

Provide additional:
•  Context
•  Crawl paths
•  Shopping ideas
@mike_arnesen #StateOfSearch #eComSEO

Don’t confuse
RoboPuppy
@mike_arnesen #StateOfSearch #eComSEO

@mike_arnesen #StateOfSearch #eComSEO

Always use content
on category
gridwalls

•  What am I looking at?
•  What’s unique here?

@mike_arnesen #StateOfSearch #eComSEO

@mike_arnesen #StateOfSearch #eComSEO

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

@mike_arnesen #StateOfSearch #eComSEO

@mike_arnesen #StateOfSearch #eComSEO

Content Integration

Make sure to frame supplemental content
as a fallback for basic browsers.

1.  Do your research
2.  Outsource initial copywriting
3.  Polish the result & push live

@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO

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

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

Use pagination and/or canonicalization

on category gridwalls
•  Rel prev & next are your
friends!
•  Make “view all” the canonical.

@mike_arnesen #StateOfSearch #eComSEO

Specify canonical products

Near-identical products can cause issues
• 
Canonize the best seller
• 
Create unique descriptions
• 
Consolidate pages
@mike_arnesen #StateOfSearch #eComSEO

NoIndex is your friend

Stop!

@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO

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

Leverage multiple XML sitemaps to
monitor indexation by page type.
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO

This stuff is the future.
Don’t be the last one
to the party!
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO

Review & Rating Markup

Simple semantic markup
for PDPs, with proven ROI.

@mike_arnesen #StateOfSearch #eComSEO

Twitter Cards

@mike_arnesen #StateOfSearch #eComSEO

OpenGraph

Rich Pins

@mike_arnesen #StateOfSearch #eComSEO

Use this template
in your <head>
to enable all three.

@mike_arnesen #StateOfSearch #eComSEO

@mike_arnesen #StateOfSearch #eComSEO

@mike_arnesen #StateOfSearch #eComSEO

http://www.swellpath.com/2013/04/google-plus-interactive-posts/

Site speed is a factor for
competitive queries!
Focus on Time to First Byte.
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO

These guys want you
to be responsive!

@mike_arnesen #StateOfSearch #eComSEO

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

Understand & Predict Seasonality
Use historical analytics,
Google Insights, and
stakeholder experience
to map out seasonality.

@mike_arnesen #StateOfSearch #eComSEO

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

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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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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