SlideShare a Scribd company logo
1 of 129
#MozCon
by @audette
The State of Ecommerce SEO
2
First a little history
3
The first SEO
4
The first SEOSEO: optimizing for search
engines and cashin’ checks
5
The first SEO
SEO holdover mindset
RANK #1!
BUILD LINKS!
Totally
KEYWORDS ALL DAY!
Fully
OBSESS ON ALGOS!
9
SEO is full of crapCRAP
10
It worked. It was
profitable.
BRANDS FOUND SEO
12
The Internet hates SEO
13
The Internet hates CRAP SEO
Which site should I torch
next…
I will kill your business
model
17
SUSTAINABILITY
THEN:
CHASE ALGOS
NOW:
CHASE PEOPLE
THEN:
KEYWORDS W/ MOST
TRAFFIC
NOW:
KEYWORDS w/ MOST
RELEVANCE
THEN:
OBSESS ON LINKS
NOW:
CREATING EXPERIENCES
WORTH SHARING
NOW:
OBSESS ON CREATING
EXPERIENCES WORTH
SHARING
THEN:
MORE LINKS
MORE PAGES
MORE EVERYTHING
NOW:
LESS IS MORE
THEN:
FOCUS ON RANKINGS
NOW:
FOCUS ON BOTTOM LINE
METRICS
(for example)
NON-BRAND REVENUE
CONVERSION RATE
NEW CUSTOMERS
(and)
STAND BEHIND YOUR
WORK
This change will create
$164,160 in new
monthly revenue.
31
Is pleased 32
RECS NOT IMPLEMENTED
ARE WORTHLESS
PART 2
CONTENT STRATEGY
PART 2
CONTENT STRATEGY
KEYWORDS GET YOU
HALFWAY
TIP #1
KNOW CONTENT STRATEGY
PART 2
SEO CONTENT STRATEGY
SEARCH
RANK &
DISPLAY
PAGE
CONTENT
(AUDIENCE
NEED)
CONVERSION
42
PART 3
STAY TECHNICAL
TECHNICAL SEO IS MORE
IMPORTANT, NOT LESS
Impact vs. reliability
Technical SEO is Dependable
45
Off-page
Content
On-page
High Impact, Lower
Dependability
High Dependability, Lower
Impact
PART 3
MOBILE 25% OF ORGANIC
MOBILE TRENDS
1. Tablets used more than
smartphones to visit
ecommerce sites.
MOBILE TRENDS
MOBILE TRENDS
2. Tablet users look at
more pages.
TIP #3
MOBILE TRENDS
MOBILE TRENDS
MOBILE TRENDS
Adobe:
http://plotin.us/12QMH7d
Responsive:
http://plotin.us/18GrTn2
MOBILE TRENDS
The Vary header fix
MOBILE TRENDS
MOBILE TRENDS
This breaks Akamai
caching
MOBILE TRENDS
1. Configure Akamai to
ignore Vary: User-Agent
MOBILE TRENDS
2. Configure Akamai to
cache with “is mobile” flag
Vary: User-Agent Solution
Explanation:
http://plotin.us/18GtXLE
Fix:
http://plotin.us/16YgXx9
TECHNICAL SEO IS MORE
IMPORTANT, NOT LESS
62
Good pages crawled
Good pages not crawled
Dupes/overhead/junk
Every site has finite crawl
resources
TIP #2
GET TECHNICAL
PART 4
CRAWLING TIPS FOR ECOMM
Fix server errors (when
large)
PART 4
CRAWLING TIPS FOR ECOMM
Speed truly rules
Read these
66
Web performance optimization
http://plotin.us/183sKv2
SEO site speed
http://plotin.us/12gKxOy
PART 4
CRAWLING TIPS FOR ECOMM
Parameter handling is
good
PART 4
CRAWLING TIPS FOR ECOMM
Monitor indexation with
XML feeds
69
70
PART 4
CRAWLING TIPS FOR ECOMM
Use 304 not modified
PART 4
CRAWLING TIPS FOR ECOMM
Use log files
TIP #2
GET TECHNICAL
TIP #2
GET TECHNICAL
PART 5
LIGHTNING ROUND!
Top technical gotchas
PART 5
LIGHTNING ROUND!
1: Inconsistent Signals
http://www.llbean.com/llb/shop/51909
?page=double-l-chinos-natural-fit-
hidden-comfort-plain-front
Canonical tags not part of the
internal link profile
http://www.llbean.com/llb/shop/32865
?page=double-l-jeans-natural-
fit&catalogId=18
Self-referencing canonical tag points
to non-canonical
79
Canonical crawl path
Home Category Sub-cat Product
Navigation & internal links, external backlinks, canonical
tags, XML files all point to the same definitive URLs.
PART 5
LIGHTNING ROUND!
2: Pagination (always)
Self-referencing canonical
tags
pp. 2-N
Annotations:
• Pages 2-N annotated with rel prev,
next
• pages 2-N self-referencing rel
canonical
No self-referencing canonical
with rel prev/next
pp. 2-N
~/pg3?src=nav1&se
ssID=9
Actual canonical: ~/pg3
PART 5
LIGHTNING ROUND!
4: Product Variations
84
85
86
87
PART 5
LIGHTNING ROUND!
5: Faceted Navigation
http://www.jpcycles.com/motorcycle-
parts/brembo/brake-calipers-and-kits
http://www.jpcycles.com/motorcycle-
parts/brembo/brake-calipers-and-
kits?N=36371+28004518
PART 5
LIGHTNING ROUND!
6: Product Inventory
@rimmkaufman #techseo92
@rimmkaufman #techseo93
94
Handling Expiring Products
 Generate a “product not
here” message
 Recommend related products
95
Handling Expiring Products
 301 to a related product or up
a level
 OR just 404 the page (it’s OK)
PART 6
KEY CHALLENGES
PART 6
Hidden SEO Data: iOS6
PART 6
Hidden SEO Data: iOS6
PART 6
Hidden SEO Data: iOS6
PART 6
Hidden SEO Data: (not provided)
TIP #4
PLAs Taking Clickshare
PART 6
PLAs Taking Clickshare
PART 6
PLAs: 33% of Non-branded PPC
PART 6
Image Search for Ecommerce
PART 6
Image Search for Ecommerce
PART 6
Image Search for Ecommerce
PART 6
Challenges
1. ~13% of all Google organic
traffic is hidden.
2. (Not provided) is ~35%
3. PLAs are taking organic CTR
4. Image search traffic loss
PART 6
Challenges
1. Know realities, set expectations
2. Craft titles for max CTR
3. Use schema & authorship
4. Estimate lost data
PART 6
Challenges
Estimating hidden iOS6 traffic
http://plotin.us/12ViOjo
PART 7
Social for Ecommerce
PART 7
Social for Ecommerce
PART 7
Social for Ecommerce
TIP #5
Social for Ecommerce
Google+ Followers
• June: 200
• July: 120,000
• Sep.: 280,000
• Nov.: 300,000
Being here is good
PART 7
Social for Ecommerce
PART 7
Social for Ecommerce
Authorship: great for product
reviews and guesting
PART 7
Social for Ecommerce
Google’s weighting of results can
negate benefits
PART 7
Social for Ecommerce
Content ownership can be
complicated
3 Takeaways
3 Takeaways
Understand your target audience
3 Takeaways
Stay in front of technical problems
3 Takeaways
Understand data trends
Thank you!

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