SEO Ecommerce Pitfalls - BrightonSEO Sept2016
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Ecommerce SEO Pitfalls
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SEO Ecommerce Pitfalls - BrightonSEO Sept2016
- 2. 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
- 3. 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
- 4. www.bronco.co.uk Ecommerce SEO Pitfalls The problem was my starting point #BrightonSEO @bronco #BrightonSEO
- 5. www.bronco.co.uk Ecommerce SEO Pitfalls So I did what I normally do these days… @bronco #BrightonSEO
- 6. 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......
- 7. 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
- 8. www.bronco.co.uk #BrightonSEO @bronco #BrightonSEO I love Under Armour
- 9. www.bronco.co.uk @bronco #BrightonSEO I love Under Armour I have : UA Compression tops UA Shorts UA T-shirts
- 10. www.bronco.co.uk Men's Under Armour® Transform Yourself Superman Compression Shirt @bronco #BrightonSEO I love Under Armour
- 13. www.bronco.co.uk
- 15. 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?
- 16. 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.
- 17. 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/" />
- 18. 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 ;)
- 19. www.bronco.co.uk Can you imagine if you didn’t have a brand like Under Armour? #BrightonSEO @bronco #BrightonSEO Ok….
- 20. 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
- 21. 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
- 22. 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
- 23. 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
- 27. 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
- 28. www.bronco.co.uk Making it work @bronco #BrightonSEO Facets are a powerful tool so use them wisely
- 29. www.bronco.co.uk Making it work @bronco #BrightonSEO
- 30. www.bronco.co.uk Making it work They only have 10,000 Products @bronco #BrightonSEO
- 31. www.bronco.co.uk Making it work They nly have 10,000 Products
- 32. 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
- 38. www.bronco.co.uk Too Clever? @bronco #BrightonSEO
- 39. www.bronco.co.uk Too Clever? @bronco #BrightonSEO
- 40. 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.