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@dawnieando from @MoveItMarketing
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WINNING WITH CHOICE & INFORMATION
SYSTEMS FOR BOTH CRAWLERS &
CONSUMERS
@dawnieando from @MoveItMarketing
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Managing Director Move It Marketing
Associate Lecturer – Digital
Marketing, Search & Analytics –
Manchester Metropolitan University
UK, US, EU, MENA Search Awards
Judge
International & Technical SEO
Consultant – 10+ Yrs
Googebot Hunter (Practice &
Academia)
Dawn
Anderson
@dawnieando from @MoveItMarketing
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@dawnieando from @MoveItMarketing
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POTENTIAL CONFLICTS BETWEEN CHOICE
THEORY & SEO
@dawnieando from @MoveItMarketing
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THE  LURE  OF  
CHOICE
(‘The Lure of Choice; Bown et al, 2003)
We  are  intrinsically  
drawn  to  varietyCHOICE
@dawnieando from @MoveItMarketing
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THE  LURE  OF  
CHOICE
(‘The Lure of Choice; Bown et al, 2003)
BROWSING  IS  NOT  BUYING
CHOICE
@dawnieando from @MoveItMarketing
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X  10  
more  jams  sold  from  
displays  of  6  ITEMS  
than  24  ITEMS
‘Too  Much  Choice’  Effects  (Iyengar &  Lepper,  2000)
Too Much Choice…Iyengar & Lepper’s Much Cited Jam
Study
CHOICE
@dawnieando from @MoveItMarketing
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Iyengar & Lepper’s Chocolate Study
Those  actually  choosing  
from  many  options  
tended  to  experience  
decision-­‐regret  
afterwards
(BUYER’S  REMORSE)
DECISION  
REGRET
‘Too  Much  Choice’  Effects  (Iyengar &  Lepper,  2000)
CHOICE
@dawnieando from @MoveItMarketing
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“LESS MAY BE
MORE WHEN
CHOOSING IS
DIFFICULT”
(
MORE features  and  
attributes  to  compare  
(‘Size’,  ‘Colour’,  
‘Brand’),  
the  GREATER ‘too  much  
choice’  effectTASK  COMPLEXITY
2010
Less May Be More When Choosing is Difficult - Greifender et al, 2010)
CHOICE
@dawnieando from @MoveItMarketing
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More  so  when  items  
are  SIMILAR  and  no  
clear  winner  is  
identified  as  BEST
THE  ‘SIMILARITY’  PHENOMENON
CHOICE
@dawnieando from @MoveItMarketing
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Or  when  people  
don’t  actually  
know  what  they  
want  in  the  first  
place
‘PREFERENCE  UNCERTAINTY’
CHOICE
@dawnieando from @MoveItMarketing
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WE MAY DEFER (POSTPONE)
OR ABANDON CHOICE
It’s  easier  to  
take  the
‘No-­Choice  
Option’
“I’ll  choose  later  
…  or  NEVER”
CHOICE
@dawnieando from @MoveItMarketing
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COGNITIVE  LOAD
Costs  of  Thinking  (Shugan) &
Costs  of  Searching
§ ‘Task  Complexity’  (Tversky,  1972)
§ ‘Option  Complexity  Under  Conditions’  
(Chernev,  2015)
§ ‘Similarity  Phenomenon’  (Dhar,  1997)
§ ‘Information  Retention  Capacity’  
(Miller,  1956)
§ ‘Choice  complexity  &  too  much  choice’  
(Greifeneder et  al,  2010)
WHY SO??
CHOICE
@dawnieando from @MoveItMarketing
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9  seconds
“I  can  concentrate  
for  longer  than  
you…  so  there”
AVG ATTENTION SPAN DROPPED BY 3
SECONDS SINCE 2000
GOLDFISH  ==  9  
SECONDS
HUMAN  ==  8  
SECONDS
@dawnieando from @MoveItMarketing
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SOMETIMES  
‘CHOICE  
REDUCTION’  IS  
OFTEN  A  
POWERFUL  
STRATEGY
@dawnieando from @MoveItMarketing
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Tesco  were  baffling  
consumers  with  up  
to  90,000  products  
to  consider  during  
weekly  shop
“The average UK
household buys only
400 products a year,
with just 41 items in
their weekly shop”
Source:  https://www.theguardian.com/business/2015/jan/30/tesco-­‐cuts-­‐range-­‐products
@dawnieando from @MoveItMarketing
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228 DIFFERENT
AIR FRESHENERS
Source  /  Attribution  :  gfycat.comSource:  https://www.theguardian.com/business/2015/jan/30/tesco-­‐cuts-­‐range-­‐products
“If you go into Tesco you will be faced
with three of four bays of air
fresheners…It’s painful for the shopper to
navigate.” (Bryan Roberts, Analyst, Kantar Retail Market
Research Group, 2015)
@dawnieando from @MoveItMarketing
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Pulling  up  to  1/3of  
products  to  make  
navigating  the  weekly  
shop  easier  for  consumers
Source:  https://www.theguardian.com/business/2015/jan/30/tesco-­‐cuts-­‐range-­‐products
@dawnieando from @MoveItMarketing
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DIGITAL CHOICE
@dawnieando from @MoveItMarketing
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THE  LURE  
OF  CHOICE
IN  SEARCH
(‘The Lure of Choice; Bown et al, 2003)
@dawnieando from @MoveItMarketing
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@dawnieando from @MoveItMarketing
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THE  LURE  OF  
CHOICE
(‘The Lure of Choice; Bown et al, 2003)
BROWSING  IS  NOT  BUYING
@dawnieando from @MoveItMarketing
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Ecommerce Conversion Rates by Referrer
2016
Source:  http://www.smartinsights.com/ecommerce/ecommerce-­‐analytics/ecommerce-­‐conversion-­‐rates/
@dawnieando from @MoveItMarketing
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Mobile… has appalling conversion rates
2016
Source:  http://www.smartinsights.com/ecommerce/ecommerce-­‐analytics/ecommerce-­‐conversion-­‐rates/
@dawnieando from @MoveItMarketing
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Browse on mobile, buy on desktop??? Desktop is worse
2016
Source:  http://www.smartinsights.com/ecommerce/ecommerce-­‐analytics/ecommerce-­‐conversion-­‐rates/
@dawnieando from @MoveItMarketing
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CHOOSING IS HARD WORK… WE SEEK SHORTCUTS
We  are  ALL  
choosing  strategists
§ ‘FIRST  or  BEST’  choosers
§ ‘Maximisers or  Satisficers’
§ ‘Elimination  By  Aspects’  strategy
EMPLOYING  HEURISTICS
@dawnieando from @MoveItMarketing
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How Are Choosing Strategies Catered For in Ecommerce?
§ Decline  of  desktop
§ Horrendous  PC  
shipment  decline
§ Mobile  overtaking  
search
§ More  searches  on  mobile  
than  desktop  now
§ FACETED  NAVIGATION  
&  WEBSITE  FILTERS  ==  
Allows  for  ‘Elimination  by  
Aspects’
§ PAGINATION ==  Reduces  
‘Too  Much  Choice’  effects
§ SORTING ==  Caters  for  
‘FIRST  /  BEST’  choosing  
strategies
CHOICE-­‐
ASSISTING  
FUNCTIONALITY
HEURISTICS
@dawnieando from @MoveItMarketing
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Enter URL Parameter-driven Popular Ecommerce Platforms
@dawnieando from @MoveItMarketing
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And with these choice-assisting functionalities come…
“Exponentially  
multiplicative  
URLs”
MANY  URL  
REPRESENTATIONS  
OF  THE  SAME  
CONTENT
MANY  
INTERMEDIATE  
PATHS  TO  TRAVERSE  
BEFORE  
WORTHWHILE  
CONTENT
POTENTIAL  DUST  &  NEAR-­‐DUPLICATE  CONTENT
@dawnieando from @MoveItMarketing
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URL PARAMETERS
@dawnieando from @MoveItMarketing
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Exponentially Multiplicative URLs From Faceted Navigation…
100  DRESSES
5  COLOURS
10  SIZES
2  LENGTHS
4  SUPPLIERS
100  x  5  x  10  x  
2  x  4  =
40,000
URLs
@dawnieando from @MoveItMarketing
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And that’s without HTTPS, WWW/non or internationalization
100  DRESSES
5  COLOURS
10  SIZES
2  LENGTHS
4  SUPPLIERS
100  x  5  x  10  x  
2  x  4  =
40,000
URLs
X  2  BECAUSE…  
HTTPS  VERSION
80,000  
URLs
X  2…  BECAUSE…  
WWW  /  NON  
WWW  VERSION 160,000  
URLs
X  5…  
BECAUSE…  
EN  /  FR  /  ES  /  
DE  /  IT  (e.g.)
800,000  
URLs
@dawnieando from @MoveItMarketing
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THAT’S A LOT
OF URLs FOR
100 DRESSES
@dawnieando from @MoveItMarketing
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A lot of busy Googlebots & potential for duplicates
• The  web  doubled  in  
size  2010  – 2012
• Another  1/3  by  2015
• Finite  search  engine  
resources
• Processes  automated  
for  scale
“I  just  never  have  
any  ‘me’-­‐time’  
any  more”
EFFICIENCY
@dawnieando from @MoveItMarketing
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WEB CRAWLING EFFICIENCY
CRAWLING  EFFICIENCY  
IS  REQUIRED
@dawnieando from @MoveItMarketing
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Handling Near-Duplicate Content Attracted Lots of Research
§Dennis  Fetterly
§Marc  Najork
§Mark  Manasse
§Ziv Bar-­‐Yossef
§Monica  Henzinger
§William  Pugh
Some Notable ‘Spot the
Difference’ Researchers
DETECTING  DUPLICATES  &  NEAR-­‐DUPLICATES  
EARLY  SAVES  ON  RESOURCES  /  EFFICIENCY
@dawnieando from @MoveItMarketing
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Because… Near Duplicate Content is More Difficult to Detect
than Exact Duplicates
’Detecting  Duplicate  and  
Near  Duplicate  Files’
IT’S  AN  ONGOING  REAL  
WORLD  CHALLENGE
(Henzinger /  Pugh,  2003,  2009,  2011,  
2012,  2011,  2016)
These  Google  patents  in  the  series  
keep  being  ‘tweaked’  (A  is  not  the  
same  as  B)
@dawnieando from @MoveItMarketing
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DUSTBUSTER - Do Not Crawl in The Dust… Ziv Bar-Yossef
Reduce  crawling  and  wasted  
resources  to  low  importance  pages
CAVEAT:  IT  IS  NOT  
KNOWN  WHETHER  
THIS  IS  BEING  USED  
AT  ALL.    RESEARCH  
AND  THEORY
§ Builds  crawling  ‘rules’
§ Detects  duplicate  content  
URL  patterns
§ From  small  ‘sampling’  visits
§ Swerves  ‘DUST’
§ DUSTBUSTER
§ Saves  crawling  resources
§ Potentially  Popular  CMS  
configurations  URL  
parameters  detect  ‘DUST’
2003
@dawnieando from @MoveItMarketing
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Important findings… Near-Duplicates Evolve Slowly
“Clusters  of  near-­‐
duplicate  documents  
are  fairly  stable:  Two  
documents  that  are  
near-­‐duplicates  of  one  
another  are  very  likely  
to  still  be  near-­‐
duplicates  10  weeks  
later”
(Fetterly &  Najork,  
2003)
THE  SLOW  PAGE  EVOLUTION  OF  NEAR-­‐
DUPLICATES
ABOUT  1/3  OF  THE  WEB  IS  NEAR-­‐
DUPLICATES
THESE  PAGES  DON’T  NEED  
VISITING  A  LOT  BECAUSE  THEY  
RARELY  CHANGE
DETECING  THESE  PAGES  EARLY  
HAS  BIG  BENEFITS  FOR  
RESOURCE  EFFICIENCY
They’re  largely  a  big  waste  of  crawling  
resources
2003
@dawnieando from @MoveItMarketing
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DENNIS FETTERLY & MARC NAJORK
EFFICIENCY
@dawnieando from @MoveItMarketing
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Mostly Stable For Years… But… The Web is Always Changing
2017
@dawnieando from @MoveItMarketing
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… The Raters Guidelines still ask raters to catch ‘dupes’
In  Fact…  There’s  
a  whole  section  
of  the  guidelines  
dedicated  to  
them
2017
@dawnieando from @MoveItMarketing
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Near-Dupes are still doing strange things
John Mu at International Search Summit
§ Nearly  the  same  but  not  
the  same  still  causes  
confusion
§ Particularly  problematic  
on  internationalisation
§ But  applies  to  all  sites  
with  pages  not  the  same  
but  ’nearly-­‐the-­‐same’
2017
@dawnieando from @MoveItMarketing
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Reduce  crawling  and  wasted  
resources  to  low  importance  WHOLE  
site  branches  /  sections
Transitive Nature? and Dynamic Web Nature Conflicts
§ Dynamic  web  nature  negates  
transitive  nature?
§ A  whole  site  section  deemed  low  
quality  may  be  crawled  less
§ The  ‘transitive’  nature  of  near-­‐
duplicates  (not  all  agree)
§ Search  engines  will  pick  one  page  
&  drop  the  others
§ Brands  have  less  control
§ Reduced  crawling  means  it  may  
take  a  while  to  fix
Transitive  -­‐ A  ==  B  +  B  ==  C  then  A  ==  C
2016 2010
@dawnieando from @MoveItMarketing
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DUPLICATE CONTENT & CANONICALS
@dawnieando from @MoveItMarketing
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Enter the Canonical Tag - Otherwise Known As… RFC 6596
‘THE  
CANONICAL  
LINK  
RELATION’
2012
@dawnieando from @MoveItMarketing
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‘The Canonical Link Relation’ – RFC6596 Is Still Adhered To
2017
@dawnieando from @MoveItMarketing
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But there are many signals at play
CANONICALIZATION
§ Canonical  tag  (HINT)
§ 30X  redirects  (DIRECTIVE)
§ Href lang (HINT)
§ HTTPS  protocol  (Preferred  
over  HTTP  protocol)
§ Global  canonicalization  
rules  (Likely  automatic  
e.g.  convert  to  lower  case)
These  are  ALL  
types  of  
canonicalization  
(DIRECTIVES  or  
‘HINTS’
2012
@dawnieando from @MoveItMarketing
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You Must Align All Of These Signals To Get This Right
@dawnieando from @MoveItMarketing
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There Are Many Signals To Consider In Canonicalization
404 & 410
301
302, 303, 307
Valid canonical from ‘context’ URL to valid target
Fall back to default pre ‘Canonical Link
Relation’duplicate handling signals
Valid href lang (if present and applicable)
Manual Action SUPER  STRONG
STRONG  -­‐ DIRECTIVE
STRONG  -­‐ DIRECTIVE
STRONG  -­‐ DIRECTIVE
STRONG  -­‐ HINT
STRONG  -­‐ HINT
DEFAULT
ALL  NEED  TO  BE  IN  UNISON
HTTPS  (Google  Specific)
@dawnieando from @MoveItMarketing
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+  Interviews  with
-­ 5  International  SEOs  
working  on  ecommerce  
sites  with  >100k  URLs  &  
>  10  years  SEO  
experience
2017
SEO  Survey
339  SEOs
Objective  -­‐ “Understand  how  SEOs  handle  near-­‐duplicate  content  
and  explore  experiences  with  it”
@dawnieando from @MoveItMarketing
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Q: Canonicalization is an Easy Concept to Understand?
76%  of  SEOs  surveyed  
considered;;
“CANONICALIZATION  
IS  AN  EASY  
CONCEPT  TO  
UNDERSTAND”
2017
@dawnieando from @MoveItMarketing
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LESS  THAN  50%  of  
SEOs  surveyed  
considered;;
“CANONICALIZATION  
IS  ADVANCED  
TECHNICAL  SEO”
Q: Is canonicalization advanced technical SEO?
2017
@dawnieando from @MoveItMarketing
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50%  OF  SEO’S  
“SEARCH  ENGINES  HAVE  
IGNORED  CANONICAL  TAGS  
THEY  HAD  IMPLEMENTED”
Q: Have Search Engines Ever Ignored Canonical Tags?
2017
@dawnieando from @MoveItMarketing
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ON WHAT IS
CANONICALIZATION …
And what is not
But… There Seemed To Be A Lot of Misunderstanding
2017
@dawnieando from @MoveItMarketing
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Q: Is Rel = Next/Prev a form of canonicalization?
47%  of  SEOs  categorizing  
themselves  as  ‘TECHNICAL  
SEO’s  considered;;
“REL=NEXT  /  REL  =  
PREV”  IS  A  FORM  OF  
CANONICALIZATION
-­-­ IT’S  NOT  -­-­ 2017
@dawnieando from @MoveItMarketing
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Q: Which 30X Are Forms of Canonicalization?
Lots  weren’t  sure  whether;;
“301s  AND  302s  ARE  
BOTH  A  FORM  OF  
CANONICALIZATION”
-­-­ THEY  ARE  -­-­
2017
@dawnieando from @MoveItMarketing
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Q: Is HRef Lang A Form of Canonicalization?
ONLY 64%  of  SEOs  
categorizing  themselves  as  
‘TECHNICAL  SEO’s  
considered;;
“HREF  LANG  IS  A  FORM  
OF  CANONICALIZATION”
-­-­ IT  IS  -­-­ 2017
@dawnieando from @MoveItMarketing
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CANONICAL
IS NOT ALWAYS
SIMPLE
@dawnieando from @MoveItMarketing
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Google’s Maile Ohye on ‘How To Hire An SEO’
@dawnieando from @MoveItMarketing
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Without &filter=0 Appended to end of Query
https://www.google.co.uk/search?q=red+dress
es+size+10+long+sleeves&oq=red+dresses+siz
e+10+long+sleeves&aqs=chrome.0.69i59.1257
0j0j7&sourceid=chrome&ie=UTF-­‐8
NOBODY  HAS  MORE  
THAN  ONE  LISTING
RED  DRESSES  SIZE  10  
LONG  SLEEVE  QUERY
@dawnieando from @MoveItMarketing
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With &filter=0 Appended to end of Query
https://www.google.co.uk/search?q=red+size+1
0+dresses+long+sleeves&oq=red+size+10+dress
es+long+sleeves&aqs=chrome..69i57.13605j0j7&
sourceid=chrome&ie=UTF-­‐8&filter=0
ALL  SITES  HAVE  AT  
LEAST  2  LISTINGS
MISSED
OPPORTUNITIES  ON  THE  
‘LONG  TAIL’
@dawnieando from @MoveItMarketing
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CHOICE - Q: Giving consumers lots of choices is good?
§ Output  more  items  in  
ecommerce  product  listings?
§ Potentially  ‘overwhelming’  the  
consumer?
§ Drop  pagination?
§ Giving  consumers  lots  of  
choices?
2017
48%  THOUGHT  GIVING  
CONSUMERS  LOTS  OF  CHOICES  
WAS  GOOD
@dawnieando from @MoveItMarketing
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The  majority  of  SEOs  
surveyed  considered;;
“OUTPUTTING  
MORE  ITEMS  IS  
BETTER  FOR  SEO” 2017
@dawnieando from @MoveItMarketing
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SEOs  – What  is  the  best  
number  of  products  to  
display  together?
71%  of  SEOs  
thought;  
“>  24  
products  
displayed  
together  was  
best”
Only  3%  thought;  “6  
products  displayed  
together  was  best” 2017
@dawnieando from @MoveItMarketing
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THAT’S A LOT
TO CHOOSE
FROM
TOGETHER
@dawnieando from @MoveItMarketing
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SEO Familiarity With Consumer Choice Theory Concepts
2017
Only  19%  of  SEOs  surveyed  
were  aware  of  ‘elimination  by  
aspects’
Only  25%  were  aware  of  ‘lure  of  
choice’
Only  37%  were  aware  of  ‘task-­‐
complexity  In  choosing’
Objective  -­‐ “Investigate  
awareness  of  consumer  choice  
theory  concepts  amongst  SEOs”
@dawnieando from @MoveItMarketing
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AN ENDLESS
LOOP?
SEO’s  –
More  options  
==  (Crawl  
yield  &  
content  
richness,  rank  
higher)
CONSUMER  
CHOICE  
THEORIST
Limit  options ==  
(Reduce  Choice  
overload,  Use  
Heuristics,  sell  
more)
@dawnieando from @MoveItMarketing
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HOW TO RESOLVE?
@dawnieando from @MoveItMarketing
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2017
HEURISTICS  TO  HELP  FIND  THINGS  ARE  
NOW  HIGH  PRIORITY  
@dawnieando from @MoveItMarketing
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AND…A
POMERAINBOW
WILL APPEAR
WE  NEED  TO    HELP  
BOTH  HUMANS  &  
SEARCH
ENGINES
Credit:  @jpsherman
@dawnieando from @MoveItMarketing
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SEARCH ENGINES
LOVE
CATEGORIZATION
@dawnieando from @MoveItMarketing
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The ‘Mere’ Categorization Effect (Phenomenon) FTW
§ Decline  of  desktop
§ Horrendous  PC  
shipment  decline
§ Mobile  overtaking  
search
§ More  searches  on  mobile  
than  desktop  now
CLEAR  LABELLING  
FOR  THE  WIN
‘Signposting  &  
Identified  Top-­‐Tasks’
Simply  by  labelling  products  /  
items  as  being  part  of  a  
category  regardless  of  label  
appears  to  increase  
perception  of  variety  &  
positive  experience  (Mogliner
et  al,  2003)
THE  COMMON  HAPPY  
GROUND  BETWEEN  HUMANS  
AND  SEARCH  ENGINES
@dawnieando from @MoveItMarketing
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SORT OUT YOUR
LIBRARY SYSTEM &
IDENTIFY GAPS
@dawnieando from @MoveItMarketing
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KEEP THE SCENT GOING
@dawnieando from @MoveItMarketing
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FRONT AND CENTRE
SUBCATEGORY DRILL DOWN
Nobody buys a ‘dresses’
@dawnieando from @MoveItMarketing
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GOOGLE FLIGHTS
@dawnieando from @MoveItMarketing
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DATA GOLDMINE
@dawnieando from @MoveItMarketing
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HEURISTICS – TAKE A LOAD OFF
@dawnieando from @MoveItMarketing
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SEARCH ENGINES & HUMANS
BOTH LOVE LOGICAL & CONCEPTUAL
LABELLING SYSTEMS
LABELS  REPRESENT  
LARGER  ‘CHUNKS’  OF  
INFORMATION  /  CONCEPTS
Mental Modelling
@dawnieando from @MoveItMarketing
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LABELLING SYSTEM HEURISTICS
@dawnieando from @MoveItMarketing
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Homonyms contribute to need for query refinement
HOMONYMS  –WORDS  THAT  ARE  SPELT  OR  PRONOUNCED  
THE  SAME  BUT  HAVE  DIFFERENT  MEANINGS  
ROSE
EVENING WATCH
SINK
BACK
ARMS
BOW
CHECK
Here’s  some  
examples  
@dawnieando from @MoveItMarketing
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@dawnieando from @MoveItMarketing
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QUERY  
REFINEMENT    
(WITH  LOGIC)  FOR  
SUBCATEGORIES  
IN  SERPS
DISTINCTION  BY  
COLOUR  REDUCES  
‘TOO  SIMILAR’
@dawnieando from @MoveItMarketing
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GLOBAL NAVIGATION STRENGTH
WHOLE  AUDIENCE  WIDE  ‘TOP  TASKS’  –
WHOLE  ‘THEME’  STRENGTH
@dawnieando from @MoveItMarketing
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LOCAL NAVIGATION RELEVANCE
TABLE  OF  CONTENTS  STYLE  IN  
PAGE  NAVIGATIONAL  HEURISTIC  
FOR  SEARCH  ENGINE  AND  
HUMAN
PAGINATED  TAB  THROUGH  ON  
SECTIONS  OF  REVIEW
MICRO-­‐TASK  
RELEVANCE
@dawnieando from @MoveItMarketing
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LOCALISED NAVIGATION
@dawnieando from @MoveItMarketing
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SECTIONAL HEURISTICS IN ACTION
@dawnieando from @MoveItMarketing
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The H’s – Bringing Order
THEY’RE  NOT  JUST  THERE  
FOR  SEARCH  ENGINES.    
HUMANS  NEED  LOGICALLY  
LABELLED    SECTIONS  TOO
@dawnieando from @MoveItMarketing
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@dawnieando from @MoveItMarketing
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TASER THE MIXED-
UP LABELLING
SYSTEM
SCREAMING
CONFUSING
INFO
@dawnieando from @MoveItMarketing
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Make it easy… for
people to find things
2017
PEOPLE  ARE  USING  
HEURISTICS  -­‐
PARTICULARLY  SITE  
SEARCH  &  CATEGORIES
@dawnieando from @MoveItMarketing
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SITE SEARCH
@dawnieando from @MoveItMarketing
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SITE SEARCH: FRONT AND CENTRE
Econsultancy research
reports conversion rate
doubles to 4.63% from
people who used on-site
search and found what they
were looking for
https://moz.com/blog/on-­‐site-­‐search
@dawnieando from @MoveItMarketing
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STICKY…ALWAYS THERE…
ASSISTIVE SEARCH BOX
OR  IN  SPECIFIC  SITE  
‘ZONES’
@dawnieando from @MoveItMarketing
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@dawnieando from @MoveItMarketing
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INTELLIGENT INTERNAL LINKING
@dawnieando from @MoveItMarketing
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TOP & BOTTOM
BREADCRUMBS TOO
FTW
ANCHORS  IN  BREADCRUMBS  ARE  
LABELS  TOO
INTELLIGENT  
INTERNAL  LINKING
@dawnieando from @MoveItMarketing
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SUPPLEMENTARY CONTENT
A  LIST
LABELS
ANCHORS
RELEVANCE
RELEVANCE  MUST  BE  HIGH  
TO  CONTENT  TO  GET  FULL  
BENEFIT
INTELLIGENT  
INTERNAL  LINKING
@dawnieando from @MoveItMarketing
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BUILD STRONGLY CONNECTED COMPONENTS
Source:  Broder, A., Kumar, R., Maghoul, F., Raghavan, P., Rajagopalan,
S., Stata, R., Tomkins, A. and Wiener, J., 2000. Graph structure in the
web. Computer networks, 33(1), pp.309-320.
BOWTIE  OF  THE  WEB
STRONGLY  
CONNECTED  
COMPONENT
INTELLIGENT  
INTERNAL  
LINKING
@dawnieando from @MoveItMarketing
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GOOGLE FLIGHTS
STATIC DYNAMIC  &  USER  RELEVANT
INTELLIGENT  
INTERNAL  LINKING
@dawnieando from @MoveItMarketing
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INTELLIGENT  
INTERNAL  LINKING
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
MANY  WAYS  TO  FIND  
ROUTES  TO  TARGET  URLS  
WITH  INFO  DISPLAYS
BY  POSTCODE,  BY  TOWN,  
BY  COUNTY,  BY  FIRST  
LETTER
INTELLIGENT  
INTERNAL  LINKING
@dawnieando from @MoveItMarketing
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THIS  HTML  
SITEMAP  
SECTION  
CHANGES  
ON  RELOAD
INTELLIGENT  
INTERNAL  LINKING
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
GB
RU
CN
GB
AU
IT
GB
ZERO
PRODUCT
PAGES
-­‐ NIL
-­‐ NADA
-­‐ NONE
NEWS WOMENS  
CATEGORIES  
(PRODUCT  TYPES,  
INDIVIDUAL  
BRANDS  &  A-­‐Z  
BRANDS)
MENS  CATEGORIES
(PRODUCT  TYPES,  INDIVIDUAL  
BRANDS  &  A-­‐Z  BRANDS)
Asos XML SITEMAP SERIES STRATEGY
FOR  EACH
INTELLIGENT  
INTERNAL  LINKING
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
BE  IN  CONTROL  
OF  WHAT’S  AT  
THE  TOP
DATA  &  KPI  
DRIVEN  
PRIORITIES
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
ARE REVIEWS WORTH IT?
@dawnieando from @MoveItMarketing
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ARTIFICIAL INTELLIGENCE &
RECOMMENDER SYSTEMS
@dawnieando from @MoveItMarketing
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ONLY  4  
OPTIONS  FOR  
DRESSES
@dawnieando from @MoveItMarketing
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AI PRODUCT RECOMMENDER CHATBOTS
CHINESE  ECOMMERCE  SITE  JD.COM  
(JINGDONG)  DRASTICALLY  INCREASED  
CONVERSIONS  USING  XIAOICE  MICROSOFT  
CHATBOT  TO  ’SUGGEST’  LIMITED  PRODUCTS    
TO  USERS
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
There Are Still Several Challenges With Contextual Semantic
Search
2017Source:  Keynote  WSDM2017  -­‐ Ricardo  Baeza-­‐Yates
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
POMERANIAN OR PANCAKE?
AI  CAN’T  EVEN  
UNDERSTAND…
YET…
@dawnieando from @MoveItMarketing
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Take-Away
Most  mobile  device  screens  are  4  – 4.5”  
Increasingly  intelligent  ‘bullseye’  heuristics  in  a  
limited  space  for  humans  &  search  engines  are  
needed
REMEMBER
WE  MAY  EVEN  NEED  TO…  TALK  TO  
OTHER  DEPARTMENTS
@dawnieando from @MoveItMarketing
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Thank
You
@dawnieando from @MoveItMarketing
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APPENDIX
@dawnieando from @MoveItMarketing
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With  canonicals  the  ‘context’  URL  
(canonicalizing FROM)  needs  to  be  either  
duplicative  or  a  subset  (small  part)  of  the  
superset  content  (bigger  part  including  the  
subset  content)  of  the  URL  it  is  
canonicalizingTO
EXAMPLE:  If  canonicalizing blue  shoes  size  4  to  blue  shoes  but  blue  shoes  size  4  is  not  mentioned  in  the  
blue  shoes  page,  the  content  from  blue  shoes  size  4  canonicalized from  will  not  be  included  and  the  page  
will  not  rank  for  blue  shoes  size  4
COMMON  CANONICAL  MISTAKES
BE  CAREFUL  
WHEN  AUTO-­‐
CANONICALIZING  
‘FILTERS’  TO  
CATEGORIES
@dawnieando from @MoveItMarketing
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Don’t  canonicalize from  the  pages  in  a  
paginated  series  to  page1  in  the  series.    
These  are  not  duplicates  and  the  content  in  
the  series  will  not  be  counted.  
ONLY  self-­‐reference  the  pages  with  
canonicals  or  canonicalize to  page=“all”
COMMON  CANONICAL  MISTAKES
REL=NEXT/PREV  IS  A  DIFFERENT  TYPE  OF  RELATIONSHIP  TO  
REL=CANONICAL
@dawnieando from @MoveItMarketing
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Don’t  canonicalize from  an  ”index”  to  a  
“noindex or  vice-­‐versa  because  this  means  
the  pages  are  NOT  the  same.
The  canonical  will  likely  be  ignored
COMMON  CANONICAL  MISTAKES
@dawnieando from @MoveItMarketing
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If  “href lang”  references  an  alternative  
which  does  not  match  a  canonical  link  the  
canonical  will  likely  be  ignored
COMMON  CANONICAL  MISTAKES
CANONICALS  CAN  BE  CROSS-­‐DOMAIN  
BUT  THIS  ONLY  APPLIES  TO  GOOGLE  
SEARCH  ENGINE.    NOT  BING
@dawnieando from @MoveItMarketing
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If  a  canonical  is  not  deemed  to  be  valid  
there  is  likelihood  the  pre-­‐RFC6596
Canonical  Link  Relation  treatment  of  
duplicates  and  near-­‐duplicates  will  be  
applied:
Such  as  ‘internal  links’
COMMON  CANONICAL  MISTAKES
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
TAKE AWAY
§ Stagnation  of  desktop
§ Increasingly  limited  space
§ Increasingly  limited  
attention
§ Increasingly  limited  time
§ Increasing  competition  for  
prospect  attention
Revisit  ‘Labelling’  on  global  
navigation,  syntax,  local  
navigation,  internal  link  labelling  
and  count,  implement  internal  site  
search,  be  ‘DISTINCT’  in  labels
Understand  ‘heuristics’  are  needed  
in  the  absence  of  a  well  pre-­‐
empted  ‘best  fit’  of  products  in  a  
small  screen
2017
GOOD  PRINCIPLES  OF  
INFORMATION  
ARCHITECTURE
@dawnieando from @MoveItMarketing
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Revisit Parameter Handling & Understanding Canonicalization
“IS  PARAMETER-­‐HANDLING  A  
WAY  TO  HELP  GOOGLE  BUILD  A  
SET  OF  ‘DUSTBUSTER  
CRAWLING  RULES’  EARLY?”
Tell  Google  about  your  duplicate  content
@dawnieando from @MoveItMarketing
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CONFUSING  DUPLICATE,  NEAR-­‐
DUPLICATE  (DUST)  AND  SIMILAR  
CONTENT  COULD  COST  YOU  
DEARLY
Maybe a lot of people confuse by duplicates?
§ Be  careful  about  canonicalizing
when  unnecessary
§ Duplicate  content  is  query  and  
category  agnostic
§ Similar  is  not  duplicate
§ You  may  still  have  the  answers  
to  different  queries  based  on  a  
small  important  difference
§ AT  LEAST  4  TYPES  OF  
DUPLICATE  CONTENT 2017
@dawnieando from @MoveItMarketing
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REFERENCES
@dawnieando from @MoveItMarketing
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References & Sources
Bown,  N.J.,  Read,  D.  and  Summers,  B.,  2003.  The  lure  of  choice. Journal  of  
Behavioral  Decision  Making, 16(4),  p.297.
Mochon,  D.,  2013.  Single-­‐option  aversion. Journal  of  Consumer  
Research, 40(3),  pp.555-­‐566.
Fetterly,  D.,  Manasse,  M.  and  Najork,  M.,  2003.  On  the  evolution  of  clusters  
of  near-­‐duplicate  web  pages. Journal  of  Web  Engineering, 2(4),  pp.228-­‐246.
@dawnieando from @MoveItMarketing
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References & Sources
Schwartz,  B.,  2004,  January.  The  paradox  of  choice:  Why  more  is  less.  New  
York:  Ecco.
Tversky,  A.,  1972.  Elimination  by  aspects:  A  theory  of  choice. Psychological  
review, 79(4),  p.281.
Iyengar,  S.S.  and  Lepper,  M.R.,  2000.  When  choice  is  demotivating:  Can  one  
desire  too  much  of  a  good  thing?. Journal  of  personality  and  social  
psychology, 79(6),  p.995.
Mogilner,  C.,  Rudnick,  T.  and  Iyengar,  S.S.,  2008.  The  mere  categorization  
effect:  How  the  presence  of  categories  increases  choosers'  perceptions  of  
assortment  variety  and  outcome  satisfaction. Journal  of  Consumer  
Research, 35(2),  pp.202-­‐215.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
References & Sources
Greifeneder,  R.,  Scheibehenne,  B.  and  Kleber,  N.,  2010.  Less  may  be  more  
when  choosing  is  difficult:  Choice  complexity  and  too  much  choice. Acta
psychologica, 133(1),  pp.45-­‐50.
Langner,  T.  and  Krengel,  M.,  2013.  The  mere  categorization  effect  for  
complex  products:  The  moderating  role  of  expertise  and  affect. Journal  of  
Business  Research, 66(7),  pp.924-­‐932.
http://www.seobythesea.com/2008/02/new-­‐google-­‐process-­‐for-­‐detecting-­‐
near-­‐duplicate-­‐content/
Pugh,  W.  and  Henzinger,  M.H.,  Google  Inc.,  2016. Detecting  duplicate  and  
near-­‐duplicate  files.  U.S.  Patent  9,275,143.
@dawnieando from @MoveItMarketing
Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
References & Sources
Alonso,  O.,  Fetterly,  D.  and  Manasse,  M.,  2013,  December.  Duplicate  news  
story  detection  revisited.  In Asia  Information  Retrieval  Symposium (pp.  203-­‐
214).  Springer  Berlin  Heidelberg.
Dhar,  R.,  1997.  Consumer  preference  for  a  no-­‐choice  option. Journal  of  
Consumer  Research, 24(2),  pp.215-­‐231.
RFC  5988  – The  Canonical  Relation  Link  -­‐ https://tools.ietf.org/html/rfc5988
http://rathergood.com/2016/04/04/northern-­‐kittens-­‐play-­‐independent-­‐
woman-­‐as-­‐covered-­‐by-­‐elbow/

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MOZCON 2017 WINNING WITH CHOICE & INFORMATION SYSTEMS FOR BOTH CRAWLERS & CONSUMERS

  • 1. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle WINNING WITH CHOICE & INFORMATION SYSTEMS FOR BOTH CRAWLERS & CONSUMERS
  • 2. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Managing Director Move It Marketing Associate Lecturer – Digital Marketing, Search & Analytics – Manchester Metropolitan University UK, US, EU, MENA Search Awards Judge International & Technical SEO Consultant – 10+ Yrs Googebot Hunter (Practice & Academia) Dawn Anderson
  • 3. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation SubtitleAttribution:  @Rathergood
  • 4. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle POTENTIAL CONFLICTS BETWEEN CHOICE THEORY & SEO
  • 5. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle THE  LURE  OF   CHOICE (‘The Lure of Choice; Bown et al, 2003) We  are  intrinsically   drawn  to  varietyCHOICE
  • 6. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle THE  LURE  OF   CHOICE (‘The Lure of Choice; Bown et al, 2003) BROWSING  IS  NOT  BUYING CHOICE
  • 7. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle X  10   more  jams  sold  from   displays  of  6  ITEMS   than  24  ITEMS ‘Too  Much  Choice’  Effects  (Iyengar &  Lepper,  2000) Too Much Choice…Iyengar & Lepper’s Much Cited Jam Study CHOICE
  • 8. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Iyengar & Lepper’s Chocolate Study Those  actually  choosing   from  many  options   tended  to  experience   decision-­‐regret   afterwards (BUYER’S  REMORSE) DECISION   REGRET ‘Too  Much  Choice’  Effects  (Iyengar &  Lepper,  2000) CHOICE
  • 9. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle “LESS MAY BE MORE WHEN CHOOSING IS DIFFICULT” ( MORE features  and   attributes  to  compare   (‘Size’,  ‘Colour’,   ‘Brand’),   the  GREATER ‘too  much   choice’  effectTASK  COMPLEXITY 2010 Less May Be More When Choosing is Difficult - Greifender et al, 2010) CHOICE
  • 10. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle More  so  when  items   are  SIMILAR  and  no   clear  winner  is   identified  as  BEST THE  ‘SIMILARITY’  PHENOMENON CHOICE
  • 11. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Or  when  people   don’t  actually   know  what  they   want  in  the  first   place ‘PREFERENCE  UNCERTAINTY’ CHOICE
  • 12. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle WE MAY DEFER (POSTPONE) OR ABANDON CHOICE It’s  easier  to   take  the ‘No-­Choice   Option’ “I’ll  choose  later   …  or  NEVER” CHOICE
  • 13. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle COGNITIVE  LOAD Costs  of  Thinking  (Shugan) & Costs  of  Searching § ‘Task  Complexity’  (Tversky,  1972) § ‘Option  Complexity  Under  Conditions’   (Chernev,  2015) § ‘Similarity  Phenomenon’  (Dhar,  1997) § ‘Information  Retention  Capacity’   (Miller,  1956) § ‘Choice  complexity  &  too  much  choice’   (Greifeneder et  al,  2010) WHY SO?? CHOICE
  • 14. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle 9  seconds “I  can  concentrate   for  longer  than   you…  so  there” AVG ATTENTION SPAN DROPPED BY 3 SECONDS SINCE 2000 GOLDFISH  ==  9   SECONDS HUMAN  ==  8   SECONDS
  • 15. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SOMETIMES   ‘CHOICE   REDUCTION’  IS   OFTEN  A   POWERFUL   STRATEGY
  • 16. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Tesco  were  baffling   consumers  with  up   to  90,000  products   to  consider  during   weekly  shop “The average UK household buys only 400 products a year, with just 41 items in their weekly shop” Source:  https://www.theguardian.com/business/2015/jan/30/tesco-­‐cuts-­‐range-­‐products
  • 17. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle 228 DIFFERENT AIR FRESHENERS Source  /  Attribution  :  gfycat.comSource:  https://www.theguardian.com/business/2015/jan/30/tesco-­‐cuts-­‐range-­‐products “If you go into Tesco you will be faced with three of four bays of air fresheners…It’s painful for the shopper to navigate.” (Bryan Roberts, Analyst, Kantar Retail Market Research Group, 2015)
  • 18. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Pulling  up  to  1/3of   products  to  make   navigating  the  weekly   shop  easier  for  consumers Source:  https://www.theguardian.com/business/2015/jan/30/tesco-­‐cuts-­‐range-­‐products
  • 19. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle DIGITAL CHOICE
  • 20. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle THE  LURE   OF  CHOICE IN  SEARCH (‘The Lure of Choice; Bown et al, 2003)
  • 21. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
  • 22. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle THE  LURE  OF   CHOICE (‘The Lure of Choice; Bown et al, 2003) BROWSING  IS  NOT  BUYING
  • 23. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Ecommerce Conversion Rates by Referrer 2016 Source:  http://www.smartinsights.com/ecommerce/ecommerce-­‐analytics/ecommerce-­‐conversion-­‐rates/
  • 24. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Mobile… has appalling conversion rates 2016 Source:  http://www.smartinsights.com/ecommerce/ecommerce-­‐analytics/ecommerce-­‐conversion-­‐rates/
  • 25. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Browse on mobile, buy on desktop??? Desktop is worse 2016 Source:  http://www.smartinsights.com/ecommerce/ecommerce-­‐analytics/ecommerce-­‐conversion-­‐rates/
  • 26. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle CHOOSING IS HARD WORK… WE SEEK SHORTCUTS We  are  ALL   choosing  strategists § ‘FIRST  or  BEST’  choosers § ‘Maximisers or  Satisficers’ § ‘Elimination  By  Aspects’  strategy EMPLOYING  HEURISTICS
  • 27. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle How Are Choosing Strategies Catered For in Ecommerce? § Decline  of  desktop § Horrendous  PC   shipment  decline § Mobile  overtaking   search § More  searches  on  mobile   than  desktop  now § FACETED  NAVIGATION   &  WEBSITE  FILTERS  ==   Allows  for  ‘Elimination  by   Aspects’ § PAGINATION ==  Reduces   ‘Too  Much  Choice’  effects § SORTING ==  Caters  for   ‘FIRST  /  BEST’  choosing   strategies CHOICE-­‐ ASSISTING   FUNCTIONALITY HEURISTICS
  • 28. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Enter URL Parameter-driven Popular Ecommerce Platforms
  • 29. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle And with these choice-assisting functionalities come… “Exponentially   multiplicative   URLs” MANY  URL   REPRESENTATIONS   OF  THE  SAME   CONTENT MANY   INTERMEDIATE   PATHS  TO  TRAVERSE   BEFORE   WORTHWHILE   CONTENT POTENTIAL  DUST  &  NEAR-­‐DUPLICATE  CONTENT
  • 30. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle URL PARAMETERS
  • 31. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Exponentially Multiplicative URLs From Faceted Navigation… 100  DRESSES 5  COLOURS 10  SIZES 2  LENGTHS 4  SUPPLIERS 100  x  5  x  10  x   2  x  4  = 40,000 URLs
  • 32. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle And that’s without HTTPS, WWW/non or internationalization 100  DRESSES 5  COLOURS 10  SIZES 2  LENGTHS 4  SUPPLIERS 100  x  5  x  10  x   2  x  4  = 40,000 URLs X  2  BECAUSE…   HTTPS  VERSION 80,000   URLs X  2…  BECAUSE…   WWW  /  NON   WWW  VERSION 160,000   URLs X  5…   BECAUSE…   EN  /  FR  /  ES  /   DE  /  IT  (e.g.) 800,000   URLs
  • 33. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle THAT’S A LOT OF URLs FOR 100 DRESSES
  • 34. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle A lot of busy Googlebots & potential for duplicates • The  web  doubled  in   size  2010  – 2012 • Another  1/3  by  2015 • Finite  search  engine   resources • Processes  automated   for  scale “I  just  never  have   any  ‘me’-­‐time’   any  more” EFFICIENCY
  • 35. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle WEB CRAWLING EFFICIENCY CRAWLING  EFFICIENCY   IS  REQUIRED
  • 36. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Handling Near-Duplicate Content Attracted Lots of Research §Dennis  Fetterly §Marc  Najork §Mark  Manasse §Ziv Bar-­‐Yossef §Monica  Henzinger §William  Pugh Some Notable ‘Spot the Difference’ Researchers DETECTING  DUPLICATES  &  NEAR-­‐DUPLICATES   EARLY  SAVES  ON  RESOURCES  /  EFFICIENCY
  • 37. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Because… Near Duplicate Content is More Difficult to Detect than Exact Duplicates ’Detecting  Duplicate  and   Near  Duplicate  Files’ IT’S  AN  ONGOING  REAL   WORLD  CHALLENGE (Henzinger /  Pugh,  2003,  2009,  2011,   2012,  2011,  2016) These  Google  patents  in  the  series   keep  being  ‘tweaked’  (A  is  not  the   same  as  B)
  • 38. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle DUSTBUSTER - Do Not Crawl in The Dust… Ziv Bar-Yossef Reduce  crawling  and  wasted   resources  to  low  importance  pages CAVEAT:  IT  IS  NOT   KNOWN  WHETHER   THIS  IS  BEING  USED   AT  ALL.    RESEARCH   AND  THEORY § Builds  crawling  ‘rules’ § Detects  duplicate  content   URL  patterns § From  small  ‘sampling’  visits § Swerves  ‘DUST’ § DUSTBUSTER § Saves  crawling  resources § Potentially  Popular  CMS   configurations  URL   parameters  detect  ‘DUST’ 2003
  • 39. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Important findings… Near-Duplicates Evolve Slowly “Clusters  of  near-­‐ duplicate  documents   are  fairly  stable:  Two   documents  that  are   near-­‐duplicates  of  one   another  are  very  likely   to  still  be  near-­‐ duplicates  10  weeks   later” (Fetterly &  Najork,   2003) THE  SLOW  PAGE  EVOLUTION  OF  NEAR-­‐ DUPLICATES ABOUT  1/3  OF  THE  WEB  IS  NEAR-­‐ DUPLICATES THESE  PAGES  DON’T  NEED   VISITING  A  LOT  BECAUSE  THEY   RARELY  CHANGE DETECING  THESE  PAGES  EARLY   HAS  BIG  BENEFITS  FOR   RESOURCE  EFFICIENCY They’re  largely  a  big  waste  of  crawling   resources 2003
  • 40. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle DENNIS FETTERLY & MARC NAJORK EFFICIENCY
  • 41. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Mostly Stable For Years… But… The Web is Always Changing 2017
  • 42. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle … The Raters Guidelines still ask raters to catch ‘dupes’ In  Fact…  There’s   a  whole  section   of  the  guidelines   dedicated  to   them 2017
  • 43. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Near-Dupes are still doing strange things John Mu at International Search Summit § Nearly  the  same  but  not   the  same  still  causes   confusion § Particularly  problematic   on  internationalisation § But  applies  to  all  sites   with  pages  not  the  same   but  ’nearly-­‐the-­‐same’ 2017
  • 44. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Reduce  crawling  and  wasted   resources  to  low  importance  WHOLE   site  branches  /  sections Transitive Nature? and Dynamic Web Nature Conflicts § Dynamic  web  nature  negates   transitive  nature? § A  whole  site  section  deemed  low   quality  may  be  crawled  less § The  ‘transitive’  nature  of  near-­‐ duplicates  (not  all  agree) § Search  engines  will  pick  one  page   &  drop  the  others § Brands  have  less  control § Reduced  crawling  means  it  may   take  a  while  to  fix Transitive  -­‐ A  ==  B  +  B  ==  C  then  A  ==  C 2016 2010
  • 45. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle DUPLICATE CONTENT & CANONICALS
  • 46. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Enter the Canonical Tag - Otherwise Known As… RFC 6596 ‘THE   CANONICAL   LINK   RELATION’ 2012
  • 47. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle ‘The Canonical Link Relation’ – RFC6596 Is Still Adhered To 2017
  • 48. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle But there are many signals at play CANONICALIZATION § Canonical  tag  (HINT) § 30X  redirects  (DIRECTIVE) § Href lang (HINT) § HTTPS  protocol  (Preferred   over  HTTP  protocol) § Global  canonicalization   rules  (Likely  automatic   e.g.  convert  to  lower  case) These  are  ALL   types  of   canonicalization   (DIRECTIVES  or   ‘HINTS’ 2012
  • 49. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle You Must Align All Of These Signals To Get This Right
  • 50. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle There Are Many Signals To Consider In Canonicalization 404 & 410 301 302, 303, 307 Valid canonical from ‘context’ URL to valid target Fall back to default pre ‘Canonical Link Relation’duplicate handling signals Valid href lang (if present and applicable) Manual Action SUPER  STRONG STRONG  -­‐ DIRECTIVE STRONG  -­‐ DIRECTIVE STRONG  -­‐ DIRECTIVE STRONG  -­‐ HINT STRONG  -­‐ HINT DEFAULT ALL  NEED  TO  BE  IN  UNISON HTTPS  (Google  Specific)
  • 51. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle +  Interviews  with -­ 5  International  SEOs   working  on  ecommerce   sites  with  >100k  URLs  &   >  10  years  SEO   experience 2017 SEO  Survey 339  SEOs Objective  -­‐ “Understand  how  SEOs  handle  near-­‐duplicate  content   and  explore  experiences  with  it”
  • 52. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Q: Canonicalization is an Easy Concept to Understand? 76%  of  SEOs  surveyed   considered;; “CANONICALIZATION   IS  AN  EASY   CONCEPT  TO   UNDERSTAND” 2017
  • 53. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle LESS  THAN  50%  of   SEOs  surveyed   considered;; “CANONICALIZATION   IS  ADVANCED   TECHNICAL  SEO” Q: Is canonicalization advanced technical SEO? 2017
  • 54. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle 50%  OF  SEO’S   “SEARCH  ENGINES  HAVE   IGNORED  CANONICAL  TAGS   THEY  HAD  IMPLEMENTED” Q: Have Search Engines Ever Ignored Canonical Tags? 2017
  • 55. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle ON WHAT IS CANONICALIZATION … And what is not But… There Seemed To Be A Lot of Misunderstanding 2017
  • 56. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Q: Is Rel = Next/Prev a form of canonicalization? 47%  of  SEOs  categorizing   themselves  as  ‘TECHNICAL   SEO’s  considered;; “REL=NEXT  /  REL  =   PREV”  IS  A  FORM  OF   CANONICALIZATION -­-­ IT’S  NOT  -­-­ 2017
  • 57. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Q: Which 30X Are Forms of Canonicalization? Lots  weren’t  sure  whether;; “301s  AND  302s  ARE   BOTH  A  FORM  OF   CANONICALIZATION” -­-­ THEY  ARE  -­-­ 2017
  • 58. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Q: Is HRef Lang A Form of Canonicalization? ONLY 64%  of  SEOs   categorizing  themselves  as   ‘TECHNICAL  SEO’s   considered;; “HREF  LANG  IS  A  FORM   OF  CANONICALIZATION” -­-­ IT  IS  -­-­ 2017
  • 59. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle CANONICAL IS NOT ALWAYS SIMPLE
  • 60. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Google’s Maile Ohye on ‘How To Hire An SEO’
  • 61. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Without &filter=0 Appended to end of Query https://www.google.co.uk/search?q=red+dress es+size+10+long+sleeves&oq=red+dresses+siz e+10+long+sleeves&aqs=chrome.0.69i59.1257 0j0j7&sourceid=chrome&ie=UTF-­‐8 NOBODY  HAS  MORE   THAN  ONE  LISTING RED  DRESSES  SIZE  10   LONG  SLEEVE  QUERY
  • 62. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle With &filter=0 Appended to end of Query https://www.google.co.uk/search?q=red+size+1 0+dresses+long+sleeves&oq=red+size+10+dress es+long+sleeves&aqs=chrome..69i57.13605j0j7& sourceid=chrome&ie=UTF-­‐8&filter=0 ALL  SITES  HAVE  AT   LEAST  2  LISTINGS MISSED OPPORTUNITIES  ON  THE   ‘LONG  TAIL’
  • 63. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle CHOICE - Q: Giving consumers lots of choices is good? § Output  more  items  in   ecommerce  product  listings? § Potentially  ‘overwhelming’  the   consumer? § Drop  pagination? § Giving  consumers  lots  of   choices? 2017 48%  THOUGHT  GIVING   CONSUMERS  LOTS  OF  CHOICES   WAS  GOOD
  • 64. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle The  majority  of  SEOs   surveyed  considered;; “OUTPUTTING   MORE  ITEMS  IS   BETTER  FOR  SEO” 2017
  • 65. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SEOs  – What  is  the  best   number  of  products  to   display  together? 71%  of  SEOs   thought;   “>  24   products   displayed   together  was   best” Only  3%  thought;  “6   products  displayed   together  was  best” 2017
  • 66. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle THAT’S A LOT TO CHOOSE FROM TOGETHER
  • 67. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SEO Familiarity With Consumer Choice Theory Concepts 2017 Only  19%  of  SEOs  surveyed   were  aware  of  ‘elimination  by   aspects’ Only  25%  were  aware  of  ‘lure  of   choice’ Only  37%  were  aware  of  ‘task-­‐ complexity  In  choosing’ Objective  -­‐ “Investigate   awareness  of  consumer  choice   theory  concepts  amongst  SEOs”
  • 68. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle AN ENDLESS LOOP? SEO’s  – More  options   ==  (Crawl   yield  &   content   richness,  rank   higher) CONSUMER   CHOICE   THEORIST Limit  options ==   (Reduce  Choice   overload,  Use   Heuristics,  sell   more)
  • 69. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle HOW TO RESOLVE?
  • 70. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle 2017 HEURISTICS  TO  HELP  FIND  THINGS  ARE   NOW  HIGH  PRIORITY  
  • 71. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle AND…A POMERAINBOW WILL APPEAR WE  NEED  TO    HELP   BOTH  HUMANS  &   SEARCH ENGINES Credit:  @jpsherman
  • 72. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SEARCH ENGINES LOVE CATEGORIZATION
  • 73. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle The ‘Mere’ Categorization Effect (Phenomenon) FTW § Decline  of  desktop § Horrendous  PC   shipment  decline § Mobile  overtaking   search § More  searches  on  mobile   than  desktop  now CLEAR  LABELLING   FOR  THE  WIN ‘Signposting  &   Identified  Top-­‐Tasks’ Simply  by  labelling  products  /   items  as  being  part  of  a   category  regardless  of  label   appears  to  increase   perception  of  variety  &   positive  experience  (Mogliner et  al,  2003) THE  COMMON  HAPPY   GROUND  BETWEEN  HUMANS   AND  SEARCH  ENGINES
  • 74. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SORT OUT YOUR LIBRARY SYSTEM & IDENTIFY GAPS
  • 75. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle KEEP THE SCENT GOING
  • 76. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle FRONT AND CENTRE SUBCATEGORY DRILL DOWN Nobody buys a ‘dresses’
  • 77. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle GOOGLE FLIGHTS
  • 78. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle DATA GOLDMINE
  • 79. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle HEURISTICS – TAKE A LOAD OFF
  • 80. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SEARCH ENGINES & HUMANS BOTH LOVE LOGICAL & CONCEPTUAL LABELLING SYSTEMS LABELS  REPRESENT   LARGER  ‘CHUNKS’  OF   INFORMATION  /  CONCEPTS Mental Modelling
  • 81. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle LABELLING SYSTEM HEURISTICS
  • 82. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Homonyms contribute to need for query refinement HOMONYMS  –WORDS  THAT  ARE  SPELT  OR  PRONOUNCED   THE  SAME  BUT  HAVE  DIFFERENT  MEANINGS   ROSE EVENING WATCH SINK BACK ARMS BOW CHECK Here’s  some   examples  
  • 83. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
  • 84. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle QUERY   REFINEMENT     (WITH  LOGIC)  FOR   SUBCATEGORIES   IN  SERPS DISTINCTION  BY   COLOUR  REDUCES   ‘TOO  SIMILAR’
  • 85. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle GLOBAL NAVIGATION STRENGTH WHOLE  AUDIENCE  WIDE  ‘TOP  TASKS’  – WHOLE  ‘THEME’  STRENGTH
  • 86. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle LOCAL NAVIGATION RELEVANCE TABLE  OF  CONTENTS  STYLE  IN   PAGE  NAVIGATIONAL  HEURISTIC   FOR  SEARCH  ENGINE  AND   HUMAN PAGINATED  TAB  THROUGH  ON   SECTIONS  OF  REVIEW MICRO-­‐TASK   RELEVANCE
  • 87. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle LOCALISED NAVIGATION
  • 88. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SECTIONAL HEURISTICS IN ACTION
  • 89. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle The H’s – Bringing Order THEY’RE  NOT  JUST  THERE   FOR  SEARCH  ENGINES.     HUMANS  NEED  LOGICALLY   LABELLED    SECTIONS  TOO
  • 90. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
  • 91. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle TASER THE MIXED- UP LABELLING SYSTEM SCREAMING CONFUSING INFO
  • 92. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Make it easy… for people to find things 2017 PEOPLE  ARE  USING   HEURISTICS  -­‐ PARTICULARLY  SITE   SEARCH  &  CATEGORIES
  • 93. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SITE SEARCH
  • 94. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SITE SEARCH: FRONT AND CENTRE Econsultancy research reports conversion rate doubles to 4.63% from people who used on-site search and found what they were looking for https://moz.com/blog/on-­‐site-­‐search
  • 95. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle STICKY…ALWAYS THERE… ASSISTIVE SEARCH BOX OR  IN  SPECIFIC  SITE   ‘ZONES’
  • 96. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle
  • 97. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle INTELLIGENT INTERNAL LINKING
  • 98. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle TOP & BOTTOM BREADCRUMBS TOO FTW ANCHORS  IN  BREADCRUMBS  ARE   LABELS  TOO INTELLIGENT   INTERNAL  LINKING
  • 99. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle SUPPLEMENTARY CONTENT A  LIST LABELS ANCHORS RELEVANCE RELEVANCE  MUST  BE  HIGH   TO  CONTENT  TO  GET  FULL   BENEFIT INTELLIGENT   INTERNAL  LINKING
  • 100. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle BUILD STRONGLY CONNECTED COMPONENTS Source:  Broder, A., Kumar, R., Maghoul, F., Raghavan, P., Rajagopalan, S., Stata, R., Tomkins, A. and Wiener, J., 2000. Graph structure in the web. Computer networks, 33(1), pp.309-320. BOWTIE  OF  THE  WEB STRONGLY   CONNECTED   COMPONENT INTELLIGENT   INTERNAL   LINKING
  • 101. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle GOOGLE FLIGHTS STATIC DYNAMIC  &  USER  RELEVANT INTELLIGENT   INTERNAL  LINKING
  • 102. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle INTELLIGENT   INTERNAL  LINKING
  • 103. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle MANY  WAYS  TO  FIND   ROUTES  TO  TARGET  URLS   WITH  INFO  DISPLAYS BY  POSTCODE,  BY  TOWN,   BY  COUNTY,  BY  FIRST   LETTER INTELLIGENT   INTERNAL  LINKING
  • 104. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle THIS  HTML   SITEMAP   SECTION   CHANGES   ON  RELOAD INTELLIGENT   INTERNAL  LINKING
  • 105. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle GB RU CN GB AU IT GB ZERO PRODUCT PAGES -­‐ NIL -­‐ NADA -­‐ NONE NEWS WOMENS   CATEGORIES   (PRODUCT  TYPES,   INDIVIDUAL   BRANDS  &  A-­‐Z   BRANDS) MENS  CATEGORIES (PRODUCT  TYPES,  INDIVIDUAL   BRANDS  &  A-­‐Z  BRANDS) Asos XML SITEMAP SERIES STRATEGY FOR  EACH INTELLIGENT   INTERNAL  LINKING
  • 106. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle BE  IN  CONTROL   OF  WHAT’S  AT   THE  TOP DATA  &  KPI   DRIVEN   PRIORITIES
  • 107. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle ARE REVIEWS WORTH IT?
  • 108. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle ARTIFICIAL INTELLIGENCE & RECOMMENDER SYSTEMS
  • 109. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle ONLY  4   OPTIONS  FOR   DRESSES
  • 110. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle AI PRODUCT RECOMMENDER CHATBOTS CHINESE  ECOMMERCE  SITE  JD.COM   (JINGDONG)  DRASTICALLY  INCREASED   CONVERSIONS  USING  XIAOICE  MICROSOFT   CHATBOT  TO  ’SUGGEST’  LIMITED  PRODUCTS     TO  USERS
  • 111. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle There Are Still Several Challenges With Contextual Semantic Search 2017Source:  Keynote  WSDM2017  -­‐ Ricardo  Baeza-­‐Yates
  • 112. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle POMERANIAN OR PANCAKE? AI  CAN’T  EVEN   UNDERSTAND… YET…
  • 113. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Take-Away Most  mobile  device  screens  are  4  – 4.5”   Increasingly  intelligent  ‘bullseye’  heuristics  in  a   limited  space  for  humans  &  search  engines  are   needed REMEMBER WE  MAY  EVEN  NEED  TO…  TALK  TO   OTHER  DEPARTMENTS
  • 114. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Thank You
  • 115. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle APPENDIX
  • 116. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle With  canonicals  the  ‘context’  URL   (canonicalizing FROM)  needs  to  be  either   duplicative  or  a  subset  (small  part)  of  the   superset  content  (bigger  part  including  the   subset  content)  of  the  URL  it  is   canonicalizingTO EXAMPLE:  If  canonicalizing blue  shoes  size  4  to  blue  shoes  but  blue  shoes  size  4  is  not  mentioned  in  the   blue  shoes  page,  the  content  from  blue  shoes  size  4  canonicalized from  will  not  be  included  and  the  page   will  not  rank  for  blue  shoes  size  4 COMMON  CANONICAL  MISTAKES BE  CAREFUL   WHEN  AUTO-­‐ CANONICALIZING   ‘FILTERS’  TO   CATEGORIES
  • 117. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Don’t  canonicalize from  the  pages  in  a   paginated  series  to  page1  in  the  series.     These  are  not  duplicates  and  the  content  in   the  series  will  not  be  counted.   ONLY  self-­‐reference  the  pages  with   canonicals  or  canonicalize to  page=“all” COMMON  CANONICAL  MISTAKES REL=NEXT/PREV  IS  A  DIFFERENT  TYPE  OF  RELATIONSHIP  TO   REL=CANONICAL
  • 118. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Don’t  canonicalize from  an  ”index”  to  a   “noindex or  vice-­‐versa  because  this  means   the  pages  are  NOT  the  same. The  canonical  will  likely  be  ignored COMMON  CANONICAL  MISTAKES
  • 119. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle If  “href lang”  references  an  alternative   which  does  not  match  a  canonical  link  the   canonical  will  likely  be  ignored COMMON  CANONICAL  MISTAKES CANONICALS  CAN  BE  CROSS-­‐DOMAIN   BUT  THIS  ONLY  APPLIES  TO  GOOGLE   SEARCH  ENGINE.    NOT  BING
  • 120. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle If  a  canonical  is  not  deemed  to  be  valid   there  is  likelihood  the  pre-­‐RFC6596 Canonical  Link  Relation  treatment  of   duplicates  and  near-­‐duplicates  will  be   applied: Such  as  ‘internal  links’ COMMON  CANONICAL  MISTAKES
  • 121. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle TAKE AWAY § Stagnation  of  desktop § Increasingly  limited  space § Increasingly  limited   attention § Increasingly  limited  time § Increasing  competition  for   prospect  attention Revisit  ‘Labelling’  on  global   navigation,  syntax,  local   navigation,  internal  link  labelling   and  count,  implement  internal  site   search,  be  ‘DISTINCT’  in  labels Understand  ‘heuristics’  are  needed   in  the  absence  of  a  well  pre-­‐ empted  ‘best  fit’  of  products  in  a   small  screen 2017 GOOD  PRINCIPLES  OF   INFORMATION   ARCHITECTURE
  • 122. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle Revisit Parameter Handling & Understanding Canonicalization “IS  PARAMETER-­‐HANDLING  A   WAY  TO  HELP  GOOGLE  BUILD  A   SET  OF  ‘DUSTBUSTER   CRAWLING  RULES’  EARLY?” Tell  Google  about  your  duplicate  content
  • 123. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle CONFUSING  DUPLICATE,  NEAR-­‐ DUPLICATE  (DUST)  AND  SIMILAR   CONTENT  COULD  COST  YOU   DEARLY Maybe a lot of people confuse by duplicates? § Be  careful  about  canonicalizing when  unnecessary § Duplicate  content  is  query  and   category  agnostic § Similar  is  not  duplicate § You  may  still  have  the  answers   to  different  queries  based  on  a   small  important  difference § AT  LEAST  4  TYPES  OF   DUPLICATE  CONTENT 2017
  • 124. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle REFERENCES
  • 125. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle References & Sources Bown,  N.J.,  Read,  D.  and  Summers,  B.,  2003.  The  lure  of  choice. Journal  of   Behavioral  Decision  Making, 16(4),  p.297. Mochon,  D.,  2013.  Single-­‐option  aversion. Journal  of  Consumer   Research, 40(3),  pp.555-­‐566. Fetterly,  D.,  Manasse,  M.  and  Najork,  M.,  2003.  On  the  evolution  of  clusters   of  near-­‐duplicate  web  pages. Journal  of  Web  Engineering, 2(4),  pp.228-­‐246.
  • 126. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle References & Sources Schwartz,  B.,  2004,  January.  The  paradox  of  choice:  Why  more  is  less.  New   York:  Ecco. Tversky,  A.,  1972.  Elimination  by  aspects:  A  theory  of  choice. Psychological   review, 79(4),  p.281. Iyengar,  S.S.  and  Lepper,  M.R.,  2000.  When  choice  is  demotivating:  Can  one   desire  too  much  of  a  good  thing?. Journal  of  personality  and  social   psychology, 79(6),  p.995. Mogilner,  C.,  Rudnick,  T.  and  Iyengar,  S.S.,  2008.  The  mere  categorization   effect:  How  the  presence  of  categories  increases  choosers'  perceptions  of   assortment  variety  and  outcome  satisfaction. Journal  of  Consumer   Research, 35(2),  pp.202-­‐215.
  • 127. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle References & Sources Greifeneder,  R.,  Scheibehenne,  B.  and  Kleber,  N.,  2010.  Less  may  be  more   when  choosing  is  difficult:  Choice  complexity  and  too  much  choice. Acta psychologica, 133(1),  pp.45-­‐50. Langner,  T.  and  Krengel,  M.,  2013.  The  mere  categorization  effect  for   complex  products:  The  moderating  role  of  expertise  and  affect. Journal  of   Business  Research, 66(7),  pp.924-­‐932. http://www.seobythesea.com/2008/02/new-­‐google-­‐process-­‐for-­‐detecting-­‐ near-­‐duplicate-­‐content/ Pugh,  W.  and  Henzinger,  M.H.,  Google  Inc.,  2016. Detecting  duplicate  and   near-­‐duplicate  files.  U.S.  Patent  9,275,143.
  • 128. @dawnieando from @MoveItMarketing Click To Edit Presentation SubtitleClick To Edit Presentation Subtitle References & Sources Alonso,  O.,  Fetterly,  D.  and  Manasse,  M.,  2013,  December.  Duplicate  news   story  detection  revisited.  In Asia  Information  Retrieval  Symposium (pp.  203-­‐ 214).  Springer  Berlin  Heidelberg. Dhar,  R.,  1997.  Consumer  preference  for  a  no-­‐choice  option. Journal  of   Consumer  Research, 24(2),  pp.215-­‐231. RFC  5988  – The  Canonical  Relation  Link  -­‐ https://tools.ietf.org/html/rfc5988 http://rathergood.com/2016/04/04/northern-­‐kittens-­‐play-­‐independent-­‐ woman-­‐as-­‐covered-­‐by-­‐elbow/