SlideShare a Scribd company logo
@JillKocher
SCALABLE OPTIMIZATION
ECOMMERCE CATEGORY PAGES
@JillKocher
14 years of ecommerce SEO experience:
10-year columnist at Practical Ecommerce
Peer edited “The Art of SEO” book
JILL KOCHER BROWN
SEO DIRECTOR,
JUMPFLY
@JillKocher
Product and
Category Pages
@JillKocher
PLACE IN THE FUNNEL
• Category pages
• Top of funnel, generic searches
• Head and torso: Larger search volume
• Ex: I want a DSLR camera
• Product Pages
• Lower funnel, specific searches
• Longer tail queries
• Ex: I want the Canon EOS 5D Mark IV
@JillKocher
WHERE TO SPEND YOUR TIME?
Surveyed 30+ top ecom sites
ranking for 25B keywords
to see which performed better:
product or category pages.
@JillKocher
Share these #SMXInsights on your social channels!
• Categories outperform across
27 top ecom sites
• More keywords, more traffic and
more potential
Category, 67%
Category, 89%
Category, 81%
0 5 10 15 20 25 30
more ranking keywords
more estimated traffic
more potential traffic
Category Product
* Source: seoClarity Research Grid
@JillKocher
Share these #SMXInsights on your social channels!
32%more traffic
potential
Ecommerce category page performance compared to product pages:
19%more ranking
keywords
413%more estimated
traffic
* Source: seoClarity Research Grid
@JillKocher
ROOM TO IMPROVE
Product Page
share of voice captured
* Source: seoClarity Research Grid
Category Page
share of voice captured
9%
91%
2%
98%
@JillKocher
RESULTS VARIED BY ECOMMERCE SECTOR…
Stronger Product Pages
Sector with specific feature
and product keywords
* Source: seoClarity Research Grid
Stronger Category Pages
Sectors with generic head
and torso keywords
@JillKocher
BUT WERE CONSISTENT ACROSS DTC
233%more traffic
potential
Direct-to-consumer category pages compared to product pages:
356%more ranking
keywords
202%more estimated
traffic
* Source: seoClarity Research Grid
@JillKocher
THE OUTLIER: AMAZON
Amazon’s product
pages compared to
category pages
Cause: Past
reluctance to index
deeper category
pages?
Products, 219.5 x
Products, 57.5 x
Products, 275.7 x
- 50.0 100.0 150.0 200.0 250.0 300.0
more ranking keywords
more estimated traffic
more potential traffic
* Source: seoClarity Research Grid
@JillKocher
THE ONLY DATA THAT MATTERS IS YOURS
• Identify URL
differentiators
• Collect for product and category
URL structures:
– Number of keywords ranking
– Estimated traffic driven
– Potential traffic driven
• Download the template:
jumpf.ly/smxwest
@JillKocher
xxx
SCALABLE CATEGORY SEO:
ONE CHANGE, MANY PAGES
@JillKocher
SCALABLE SEO STARTS WITH ARCHITECTURE
How you
organize and
label product
inventory and
content drives
ecom SEO
#1 #2
@JillKocher
OPTIMIZING TAXONOMY
• Create optimal parent-child
relationships between pages
• Based on business needs and search behavior
• Better semantic crawling, indexation
• Stronger user experience onsite
• Goal: Flat and compact, < 5 levels
deep
@JillKocher
OPTIMIZING NAVIGATION
• Internal link structure
and labels used inherited
from taxonomy
• Some modification possible
• Link to what you want to rank for
• Balance between UX and SEO
• Research value of pages to include
• Use real HTML links <a href=“https://www.site.com/”>
• Example: Macy’s meganav links shoppers
(and bots) 3 levels into their site with 1
click.
@JillKocher
OPTIMIZING FILTERS/FACETED NAVIGATION
• Ensure URL updates with each
facet applied
• Optimize each page uniquely
• Control multifacet and low-value indexation
• Watch out for duplicate content
• Example: Wayfair filtered pages win clicks
for 1M searches a month across 257K
keywords.
@JillKocher
OPTIMIZING PAGE TEMPLATES
• Optimize “formulas” for
default page elements
• Title tags and meta descriptions
• Headings
• Alt attributes for image tags
• Look for ways to gently add elements
• Customer-focused sections and headings
• Small textual descriptions
@JillKocher
SEE YOU AT THE NEXT SMX!
THANK YOU!

More Related Content

Recently uploaded

Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
Bertie Birchfield
 
Learn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginnerLearn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginner
MichaelGiles34
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
Search Engine Journal
 
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialBreaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Navah Hopkins
 
Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.
complete knowledge
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
InstBlast Marketing
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
HighViz PR
 
What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
Ishaaq6
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Search Engine Journal
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Customer relationship management notes for Bcom students
Customer relationship management notes for Bcom studentsCustomer relationship management notes for Bcom students
Customer relationship management notes for Bcom students
PratibhaShelake1
 
2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
JimWilliams206540
 
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
omywaf
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
Top 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with IntelisyncTop 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with Intelisync
nehapardhi711
 
Advanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for MarketersAdvanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for Marketers
Ed Shimp
 

Recently uploaded (20)

Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
 
Learn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginnerLearn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginner
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
 
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialBreaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
 
Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.
 
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
 
What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
 
Customer relationship management notes for Bcom students
Customer relationship management notes for Bcom studentsCustomer relationship management notes for Bcom students
Customer relationship management notes for Bcom students
 
2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
 
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
 
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
 
Top 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with IntelisyncTop 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with Intelisync
 
Advanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for MarketersAdvanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for Marketers
 

Featured

How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
Christy Abraham Joy
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
Vit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
MindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
GetSmarter
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
Alireza Esmikhani
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
Project for Public Spaces & National Center for Biking and Walking
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
DevGAMM Conference
 
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationBarbie - Brand Strategy Presentation
Barbie - Brand Strategy Presentation
Erica Santiago
 
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them wellGood Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Saba Software
 
Introduction to C Programming Language
Introduction to C Programming LanguageIntroduction to C Programming Language
Introduction to C Programming Language
Simplilearn
 

Featured (20)

How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
 
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationBarbie - Brand Strategy Presentation
Barbie - Brand Strategy Presentation
 
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them wellGood Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
 
Introduction to C Programming Language
Introduction to C Programming LanguageIntroduction to C Programming Language
Introduction to C Programming Language
 

Scalable Ecommerce SEO for Category Pages | SMX West 2020

  • 2. @JillKocher 14 years of ecommerce SEO experience: 10-year columnist at Practical Ecommerce Peer edited “The Art of SEO” book JILL KOCHER BROWN SEO DIRECTOR, JUMPFLY
  • 4. @JillKocher PLACE IN THE FUNNEL • Category pages • Top of funnel, generic searches • Head and torso: Larger search volume • Ex: I want a DSLR camera • Product Pages • Lower funnel, specific searches • Longer tail queries • Ex: I want the Canon EOS 5D Mark IV
  • 5. @JillKocher WHERE TO SPEND YOUR TIME? Surveyed 30+ top ecom sites ranking for 25B keywords to see which performed better: product or category pages.
  • 6. @JillKocher Share these #SMXInsights on your social channels! • Categories outperform across 27 top ecom sites • More keywords, more traffic and more potential Category, 67% Category, 89% Category, 81% 0 5 10 15 20 25 30 more ranking keywords more estimated traffic more potential traffic Category Product * Source: seoClarity Research Grid
  • 7. @JillKocher Share these #SMXInsights on your social channels! 32%more traffic potential Ecommerce category page performance compared to product pages: 19%more ranking keywords 413%more estimated traffic * Source: seoClarity Research Grid
  • 8. @JillKocher ROOM TO IMPROVE Product Page share of voice captured * Source: seoClarity Research Grid Category Page share of voice captured 9% 91% 2% 98%
  • 9. @JillKocher RESULTS VARIED BY ECOMMERCE SECTOR… Stronger Product Pages Sector with specific feature and product keywords * Source: seoClarity Research Grid Stronger Category Pages Sectors with generic head and torso keywords
  • 10. @JillKocher BUT WERE CONSISTENT ACROSS DTC 233%more traffic potential Direct-to-consumer category pages compared to product pages: 356%more ranking keywords 202%more estimated traffic * Source: seoClarity Research Grid
  • 11. @JillKocher THE OUTLIER: AMAZON Amazon’s product pages compared to category pages Cause: Past reluctance to index deeper category pages? Products, 219.5 x Products, 57.5 x Products, 275.7 x - 50.0 100.0 150.0 200.0 250.0 300.0 more ranking keywords more estimated traffic more potential traffic * Source: seoClarity Research Grid
  • 12. @JillKocher THE ONLY DATA THAT MATTERS IS YOURS • Identify URL differentiators • Collect for product and category URL structures: – Number of keywords ranking – Estimated traffic driven – Potential traffic driven • Download the template: jumpf.ly/smxwest
  • 14. @JillKocher SCALABLE SEO STARTS WITH ARCHITECTURE How you organize and label product inventory and content drives ecom SEO #1 #2
  • 15. @JillKocher OPTIMIZING TAXONOMY • Create optimal parent-child relationships between pages • Based on business needs and search behavior • Better semantic crawling, indexation • Stronger user experience onsite • Goal: Flat and compact, < 5 levels deep
  • 16. @JillKocher OPTIMIZING NAVIGATION • Internal link structure and labels used inherited from taxonomy • Some modification possible • Link to what you want to rank for • Balance between UX and SEO • Research value of pages to include • Use real HTML links <a href=“https://www.site.com/”> • Example: Macy’s meganav links shoppers (and bots) 3 levels into their site with 1 click.
  • 17. @JillKocher OPTIMIZING FILTERS/FACETED NAVIGATION • Ensure URL updates with each facet applied • Optimize each page uniquely • Control multifacet and low-value indexation • Watch out for duplicate content • Example: Wayfair filtered pages win clicks for 1M searches a month across 257K keywords.
  • 18. @JillKocher OPTIMIZING PAGE TEMPLATES • Optimize “formulas” for default page elements • Title tags and meta descriptions • Headings • Alt attributes for image tags • Look for ways to gently add elements • Customer-focused sections and headings • Small textual descriptions
  • 19. @JillKocher SEE YOU AT THE NEXT SMX! THANK YOU!