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@davenaylor
@bronco
www.bronco.co.uk
Dave Naylor
#BrightonSEO 2016
Ecommerce SEO Pitfalls
www.bronco.co.uk
I founded Bronco in 2003
I’m a Technical On-Page SEO
I started in this industry working in the Inkjet
Cartridge ecommerce sector since then;
I have worked in the Fashion, Holiday, Gifts, Cars,
Bathrooms, Kitchen and pretty much everything
else you can sell on the internet
@bronco #BrightonSEO
Dave Naylor
www.bronco.co.uk
So many pitfalls what to cover
Platform - Https – Keyword research –
Product description – Urls – Canonicals
Page speed – User generated content –
Affiliates – Product variations –
Reviews systems - Product feeds –
Schema – Images – Ajax – Mobile
Panda – Penguin - Hummingbird
#BrightonSEO
@bronco #BrightonSEO
www.bronco.co.uk
Ecommerce SEO Pitfalls
The problem
was my
starting point
#BrightonSEO
@bronco #BrightonSEO
www.bronco.co.uk
Ecommerce SEO Pitfalls
So I did what I
normally do
these days…
@bronco #BrightonSEO
www.bronco.co.uk
Ecommerce SEO pitfalls @bronco #BrightonSEO
I pulled on my
Under Armour and
went and cleared
my head….
But I could not get
passed the fact that
Brands got a
massive pass in
ecommerce
So......
www.bronco.co.uk
Big brands seem to be able
to get away with lots of bad
practices since Rankbrain
and they are ranking for
their products against best
practices … but that’s
changing slowly
@bronco #BrightonSEO
Mr.Big.com Business
www.bronco.co.uk
#BrightonSEO
@bronco #BrightonSEO
I love Under Armour
www.bronco.co.uk
@bronco #BrightonSEO
I love Under Armour
I have :
UA Compression tops
UA Shorts
UA T-shirts
www.bronco.co.uk
Men's Under
Armour® Transform
Yourself Superman
Compression Shirt
@bronco #BrightonSEO
I love Under Armour
www.bronco.co.uk
@bronco #BrightonSEO
Under Armour
www.bronco.co.uk
@bronco #BrightonSEO
That’s not right
www.bronco.co.uk
www.bronco.co.uk
#BrightonSEO
http://www.underarmour.co.uk/en-gb/compression/
www.bronco.co.uk
@bronco #BrightonSEO
Why was this page ranking :
http://www.underamour.co.uk/en-
gb/mens/tops/short-sleeve-shirts/
Over http://www.underarmour.co.uk/en-
gb/compression/
Both pages had NO content and Javascript was
only allowing 12 products indexed per page?
www.bronco.co.uk
Google’s cache only
shows 12 products, 9
dupes and the issue
gets worse the
rel-prev and next are
setup wrong.
www.bronco.co.uk
@bronco #BrightonSEO
Why was this page ranking :
http://www.underarmour.co.uk/en-gb/mens/tops/short-sleeve-shirts/
http://www.underarmour.co.uk/en-gb/mens/tops/short-sleeve-shirts/compression
<link rel="canonical"
href="http://www.underarmour.co.uk/en-
gb/mens/tops/short-sleeve-shirts/" />
www.bronco.co.uk
http://www.underarmour.co.uk/en-gb/mens-under-armour-transform-yourself-superman-compression-shirt/1273689.html
@bronco #BrightonSEO
Cough Cough Under Armour I’m a Large ;)
www.bronco.co.uk
Can you imagine if
you didn’t have a
brand like
Under Armour?
#BrightonSEO
@bronco #BrightonSEO
Ok….
www.bronco.co.uk
One representative URL for
category page
One representative URL for
individual product page
https://webmasters.googleblog.com/2014/02/faceted-
navigation-best-and-5-of-worst.html
#BrightonSEO
@bronco #BrightonSEO
Google Guidelines
www.bronco.co.uk
@bronco #BrightonSEO
Product Urls
My rule of thumb is if your products will
live in more than one category :
www.mystore.co.uk/product
else
www.mystore.co.uk/category/product
www.bronco.co.uk
Facet Search Pages:
www.mystore.co.uk/category?facets
www.mystore.co.uk/category#facets
Canonical tags - /category
else
www.mystore.co.uk/category/facet
Canonical tags - /category/facet
@bronco #BrightonSEO
Category Urls
www.bronco.co.uk
GENDER – MENS, WOMENS, BOY, GIRL
BRAND – UA, SKINS, NIKE
PRODUCT TYPE – SHORTS, T-SHIRTS, ETC
FIT – LOOSE, SLIM, FITTED, COMPRESSION
COLOUR – BLACK, BLUE, RED
SIZE – XL, L, M – 9, 10, 11
PRICE - £1-10, £10-50, £50-100
@bronco #BrightonSEO
Human vs Bots
www.bronco.co.uk
@bronco #BrightonSEO
GENDER
BRAND
PRODUCT TYPE
FIT
COLOUR
SIZE
PRICE
HuBot
www.bronco.co.uk
@bronco #BrightonSEO
https://ubersuggest.io/
www.bronco.co.uk
@bronco #BrightonSEO
http://www.xmind.net/
www.bronco.co.uk
Don’t be Stupid @bronco #BrightonSEO
For every url that is indexed by Google
you will need :
Content
not just Products, unless you are
A Big Brand
www.bronco.co.uk
Making it work @bronco #BrightonSEO
Facets are a powerful tool so
use them wisely
www.bronco.co.uk
Making it work @bronco #BrightonSEO
www.bronco.co.uk
Making it work
They only have
10,000
Products
@bronco #BrightonSEO
www.bronco.co.uk
Making it work
They nly have 10,000
Products
www.bronco.co.uk
Should I go HTTPS? @bronco #BrightonSEO
https://webmasters.googleblog.com/2014/08/https-as-ranking-signal.html
If it was as easy as Gary makes out why do we see posts like
36 - POINT CHECKLIST FOR A SUCCESSFUL HTTP TO HTTPS MIGRATION
http://www.aleydasolis.com/en/search-engine-optimization/http-https-migration-checklist-
google-docs/
Treat http to https like a rebrand
www.bronco.co.uk
Rel-Canonicals @bronco #BrightonSEO
www.bronco.co.uk
Rel-Canonicals @bronco #BrightonSEO
www.bronco.co.uk
Rel-Canonicals @bronco #BrightonSEO
www.bronco.co.uk
Hreflang @bronco #BrightonSEO
www.bronco.co.uk
Hreflang @bronco #BrightonSEO
www.bronco.co.uk
Too Clever? @bronco #BrightonSEO
www.bronco.co.uk
Too Clever? @bronco #BrightonSEO
www.bronco.co.uk
Take Aways @bronco #BrightonSEO
Get a good technical SEO to
look at your site!
Failing that…check and check
again as a HuBot.
Faceted Search & Canonicals
the biggest error made.
@davenaylor
@bronco
www.bronco.co.uk
Any Questions?
#BrightonSEO
Ecommerce SEO Pitfalls

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