The document discusses common reasons why ecommerce sites may struggle with search engine rankings, emphasizing the importance of quality content. It outlines specific content issues such as duplicate and thin content, along with solutions like creating original product descriptions and optimizing product pages. The document also highlights the negative impact of having too many low-value pages on ranking and crawl budget.

1. Show 67
10.19.13
YOUR ECOMMERCE SITE : WHY ISN’T IT RANKING
7 WAYS TO FAIL AT CONTENT MARKETING
1

2. • Have you wondered why your nice shopping cart site’s
pages aren’t ranking.
• It probably took some time to build the entire site – and
you’re scratching your head about why the search engines
aren’t ranking you pages at all.
• We know why : It’s about the content of those page – and
we’re going to tell you how to fix it.
• ALSO : We have 7 Ways to Fail at Content Marketing –
Hope you’re not doing any of them!
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2

3. EDGE OF THE WEB
• Good Afternoon / I’m Erin Sparks / Joining Me In Studio Is Matt
Roberts / Thomas Brodbeck from Site Strategics and Doug
Karr From Marketing Tech Blog
• Every Week We Bring You The Latest Internet & Mobile
Marketing Trends / And The Cutting Edge Internet Marketing
News To Use For A More Effective & Successful Online
Strategy / Why? So You Can Spend Less Administrative Time
In Your Business / Make More Money Without Wasting Your
Days Away
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3

4. EDGE OF THE WEB
• This Show Is Delivered By Site Strategics / We Are A Local
Indianapolis Web Design And Internet Marketing Company /
We Are Known Locally And Nationally For Search Engine
Optimization / Google Dominance That Will Actually Translate
To Sales – Not Just Good Rankings / For Your Free
Consultation Go To Site Strategics Dot Com / That’s S-i-t-eStrategics Dot Com Or Call Us At 317-882-85 Hundred / That’s
882-85 Hundred
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4

5. • HOW YOU GET A HOLD OF US:
• www.SiteStrategics.com
• www.EdgeoftheWebRadio.com
• Simply Google “Indiana SEO”
• Twitter: @erinsparks, @douglaskarr
• Youtube: youtube/sitestrategics
• NOW / LET’S FIND OUT WHAT’S HOT OF THE PRESS IN
TODAY’S WEB WORLD
INTERNET MARKETING NEWS INTRO
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5

6. Segment 1: News
• SEARCH ENGINE WATCH : Foursquare Self-Serve Ads Now
Open to All Local Businesses / Miranda Miller
• SEARCH ENGINE LAND : Google AdWords Third-Party
“Review Extensions” Start Rolling Out To All Accounts / Ginny
Marvin’
• ECONSULTANCY : Engagement with mobile video is three
times higher than desktop: stats / David Moth
• TWITTER : Now available: Scheduled Tweets / Christine Lee
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6

7. WE’VE GOT AN APP!
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All of our Videos
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7
Score My Site Tool!
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we’ll review it for you –
give you some
knowledge about hor
the engines see you!

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•HEY, WE WANTED TO EXTEND OUT AN INVITE TO JOIN UP TO
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8

9. Coming Up
So you built a great shopping experience online
But something happened – there are no visitors and Google’s not
indexing your pages
Have you been penalized? Is there something that you didn’t know when
you rolled out the site that would have scored you well on Google?
Well, we have some points of revelation for you, and help to give you in
fixing some of the issues that came “out of the box” with your ecommerce
site.
Coming up next!
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9

10. Segment 2 :
ECOMMERCE PRODUCT PAGES
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10

11. INTRO
So you built a great shopping experience online
But something happened – there are no visitors and Google’s not
indexing your pages
Have you been penalized? Is there something that you didn’t know
when you rolled out the site that would have scored you well on
Google?
Well, we have some points of revelation for you, and help to give you
in fixing some of the issues that came “out of the box” with your
ecommerce site.
1-877-SEO-4-WEB
1-877-736-4932
11

12. EDGE OF THE WEB
• Thanks For Listening / I’m Erin Sparks / Joined By My
Colleague Tom Brodbeck with Site Strategics / Check Us Out
At Site Strategics Dot Com / We Are Your Local Internet
Marketing Management Company / We Do Cost Effective
Web Design / With Google – Yahoo – Bing Search Engine
Marketing Management That Not Only Provides You Great
Rankings On Searches But Also Translates Into Actual Sales
• Come In, Have A Cup Of Coffee And Let’s Talk About Your
Online Success
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1-877-736-4932
12

13. AND – NEW SERVICE FROM SITE STRATEGICS
We are the fast & easy way for small businesses to
make Mobile Apps
We talked about how many apps are being launched daily, more apps are launched than
babies being born daily! The reality is that with the adoption of the mobile devices and
the “second screen” marketing, the ability to connect with consumer loyalty is stronger
than ever. Building an app can connect you to your customer
It’s easy and fast
We have templates for:
•
Restaurants
•
Realtors
•
Lawyers
•
Bands
•
Sports
•
Churches
•
Professional Services
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1-877-736-4932
13

14. #EDGETALK : ECOMMERCE PRODUCT PAGES
• Article : SEARCH ENGINE WATCH / Ken Lyons
• Content issues plague many sites on the web. Ecommerce sites are
particularly at risk, largely due to issues that can stem from hosting
hundreds or thousands of product pages.
1-877-SEO-4-WEB
1-877-736-4932
14

15. #EDGETALK : ECOMMERCE PRODUCT PAGES
• Typical issues with ecommerce product pages are:
• Duplicate content.
• Thin content.
• Too much content (i.e., too many pages).
• Left unchecked, these issues can negatively impact your site's
performance in the SERPs.
1-877-SEO-4-WEB
1-877-736-4932
15

16. #EDGETALK : ECOMMERCE PRODUCT PAGES
• If you run an ecommerce site and you've seen traffic flat-line, slowly
erode, or fall off a cliff recently, then product page content issues may be
the culprit.
• Let's take a closer look at some of the most common content woes that
plague ecommerce sites, and recommendations on how to can fix them.
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16

17. #EDGETALK : ECOMMERCE PRODUCT PAGES
• Duplicate Content
• There are typically three types of duplicate content we encounter on
ecommerce sites:
• Copied versions of the manufacturer's product descriptions.
• Unique descriptions that are duplicated across multiple versions of the
same product.
• Query strings generated from faceted navigation.
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17

18. #EDGETALK : ECOMMERCE PRODUCT PAGES
• Copied product descriptions
• A large degree of ecommerce resellers copy their generic product
descriptions directly from the manufacturer's website. This is a big no-no.
In the age of Panda, publishing copied or duplicated content across your
site will weigh your site down in the SERPs like a battleship anchor.
• How to fix it
• The solution here is to author original product descriptions for every
product on your site. If budget is an issue, prioritize and get fresh content
written for your highest margin product pages first and work backwards.
1-877-SEO-4-WEB
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18

19. #EDGETALK : ECOMMERCE PRODUCT PAGES
• Unique yet duplicated product descriptions
• With many ecommerce sites, site owners have authored original product
descriptions, which is fantastic. Where they run into trouble is they sell
multiple versions of the same product (different sizes or colors or
materials, etc), and each product version has a different page/URL with
the same boilerplate description.
• Now even though this content is technically unique to your site (it's not
copied from somewhere else), it's only unique to a single page. Every
other page it lives on is considered duplicated content.
• How to fix it
• The solution here is to concentrate multiple product version pages to a
single page, with all the different product options listed down the page. Or
you can position them as a list in a drop down menu.
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19

20. #EDGETALK : ECOMMERCE PRODUCT PAGES
• Once you combine all pages to a single page, 301 redirect the other
URLs to that single page, in the event they've attracted links and/or
accrued link equity. The redirects will also help Google sort out the true
version of your product page, and can help with any potential crawl
budget issues.
• Depending on the ecommerce platform you're using, concentrating
multiple versions of a product page to a single URL can be difficult or
impossible. If that's the case, think about moving to a SEO-friendly
platform, like Magento or Shopify.
1-877-SEO-4-WEB
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20

21. #EDGETALK : ECOMMERCE PRODUCT PAGES
• Faceted navigation issues
• Many ecommerce sites host category pages with a range of filters to help
users easily navigate their site and drill down to specific products, like this
Weber Grill page on Home Depot.
• A faceted navigation menu like the one above can create dozens if not
hundreds of query strings that are appended to the URL, thereby creating
duplicate versions of the same page. Faceted navigation can be a
fantastic UX feature for consumers, but can problematic for SEO.
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21

22. #EDGETALK : ECOMMERCE PRODUCT PAGES
• How to fix it
• There are a few ways to prevent searches engines from indexing
duplicate content from faceted navigation:
• Block faceted pages via Robots.txt file.
• Parameter handling via Webmaster Tools.
• Add self-referential canonical tags (rel="canonical") Note: this may help
Google distinguish original from duplicate content, but it won't address
crawl budget issues
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22

23. IF YOU’RE TUNING IN!
If you just tuned in:
You’re Listing to
Edge of the Web Radio
We’re talking about a major
changes that you can make to
your ecommerce site to improve
the value in Google’s eyes!
1-877-SEO-4-WEB
1-877-736-4932
23

24. #EDGETALK : ECOMMERCE PRODUCT PAGES
• Thin Content
• Even if a site has 100 percent unique product descriptions, they can often
be on the thin side (i.e., a few bullets of text). Now, product pages with
light content can still rank well where domain strength helps supersede
potential thin content issues.
• But most sites don't have the backlink profiles of Amazon or Zappos, and
I like to think in terms of risk/reward. Thickening up descriptions makes
sense because:
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24

25. #EDGETALK : ECOMMERCE PRODUCT PAGES
• It can reduce any risk that thin content issues might negatively impact
SERP visibility
• It adds more content for engines to crawl, which means more
opportunities for your page to rank for a wider basket of search queries.
• It freshens up your page, and freshening up your content can definitely
pay dividends with Google.
1-877-SEO-4-WEB
1-877-736-4932
25

26. #EDGETALK : ECOMMERCE PRODUCT PAGES
• How to fix it
• Some of the ways you can address thin content on your ecommerce
product pages include:
• Enable (and solicit) user reviews and feedback. User-generated content
is free and helps thicken up your content with naturally-written text (not
"SEO" content). This additional content can help improve potential
relevancy scoring, time on page, user engagement levels, and can help
the product page rank for a broader basket of search queries. Also, user
reviews offer social proof and can improve conversion rates as well.
1-877-SEO-4-WEB
1-877-736-4932
26

27. #EDGETALK : ECOMMERCE PRODUCT PAGES
• In the previous example, I spoke about condensing multiple versions of
the same product to a single page. Doing this would also help thicken up
that pages since you'd list all the different dimensions, size variations,
colors available to consumers.
• Write some additional, original content. You can hire a writer to help
thicken up these pages with additional features and benefits, or you can
do it yourself. Again, given it could be very costly to thicken up every
product page on the site, you can prioritize your highest margin products
first.
1-877-SEO-4-WEB
1-877-736-4932
27

28. #EDGETALK : ECOMMERCE PRODUCT PAGES
• Pulling in mashups of links/text of similar products, product accessories,
special offers and recently viewed items is another way to add more
content to a page, and a tactic many larger ecommerce sites use like
Amazon.com.
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1-877-736-4932
28

29. #EDGETALK : ECOMMERCE PRODUCT PAGES
• Too Much Content
• Saying that a site has "too much content" may sound contradictory to the
issue of having content that's too thin. But when I say an ecommerce site
may have too much content, I'm really talking about two distinct issues:
• Too many product pages.
• Improper handling of paginated product pages.
• And specifically how having too many pages of low value content can
cause PageRank and crawl budget problems.
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29

30. #EDGETALK : ECOMMERCE PRODUCT PAGES
• Too many product pages
• This is really an addendum to the duplicate content issues posed by
faceted navigation or hosting multiple versions of the same product on
different pages.
• Aside from low value content concerns, hosting a mass of duplicated
product pages dilutes your site's PageRank or link equity, which weakens
its overall ranking power of your important content.
• The other issue pertains to your site's "crawl budget" (i.e. how deep/how
many pages Googlebot crawls each time it visits your website). If a large
percentage of your site if comprised of duplicate or low value content,
you're wasting your budget on junk content and potentially keeping quality
pages from getting indexed.
1-877-SEO-4-WEB
1-877-736-4932
30

31. #EDGETALK : ECOMMERCE PRODUCT PAGES
• Improper handling of paginated product pages
• Another concern of hosting "too many pages" is not handling pagination
correctly. Often times, ecommerce sites can have product categories
containing hundreds or thousands of products that span multiple pages
• Like duplicate product pages, excessive paginated results rob link equity
from important pages and can hurt your crawl budget.
1-877-SEO-4-WEB
1-877-736-4932
31

32. #EDGETALK : ECOMMERCE PRODUCT PAGES
• How to fix
• Some of the ways to address equity dilution or crawl budget issues that
can stem from too many product pages include:
• Rel=next, rel=previous: This markup tells Google to treat ecommerce
product listings spanning multiple pages in a logical sequence, thus
consolidating link equity (rather than diluting it) with all pages in the
series.
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1-877-736-4932
32

33. #EDGETALK : ECOMMERCE PRODUCT PAGES
• Canonicalization: It's effective for consolidating link properties (thus
solving equity dilution), but it won't solve potential crawl budget issues,
since Googlebot will still crawl all your dupe content.
• "Noindex, follow": If your goal is to optimize crawl budget and keep
duplicates or pagination out of the index, use brute force and block
Googlebot via robots "noindex, follow" meta directive.
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33

34. What’s Coming Up
• COMING UP /
• COMING UP / THINK OF HIM AS WHAT THE “E” NETWORK
DOES FOR HOLLYWOOD NEWS / WE HAVE YOUR
NATIONAL INTERNET TRENDS AND TECHNOLOGY
INFORMANT JOINING US IN STUDIO FOR THE SEGMENT
OUR ENTIRE LISTENING AUDIENCE CANNOT WAIT TO
EXPERIENCE EVERY WEEK / MARKETING TECH BLOG
WITH DOUG KARR IS RIGHT AFTER THIS
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34

35. Segment 3 :
Marketing TechBlog
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35

36. #EDGETALK#
•
YOU’RE LISTENING TO EDGE OF THE WEB RADIO
•
WE’RE TALKING ABOUT INTERNET MARKETING AND INTERNET
CONTENT TRENDS OF 2013 YOU WILL HEAR NO WHERE ELSE
•
WE’RE PRESENTED BY SITE STRATEGICS
•
YOUR LOCAL FACE TO FACE WEB DESIGN AND INTERNET MARKETING
COMPANY – CALL US AT 1-877-SEO-4-WEB
•
WE’RE ONLINE AT S-I-T-E STRATEGICS DOT COM. You can catch all the
information from the Show at EDGE OF THE RADIO DOT COM. We’ve got
videos and audio of everything we do on the show and more.
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36

37. WE NOW BRING YOU THE MAN BEHIND THE LATEST
INTERNET NEWS AND ONLINE TOOLS
Douglas Karr from MARKETING TECH BLOG INTRO
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37

38. IF YOU’RE TUNING IN!
If you just tuned in:
You’re Listing to
Edge of the Web Radio
We’re talking to Doug Karr of
Marketing Tech BLog
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38

39. Thanks to Doug from Marketing Tech Blog – always
bringing a unique perspective on today’s endless internet
landscape,
I mean – man, you bring us up to date and help us focus in
on the latest trends, Doug, tell the people how to check out
what you do and how to follow you.
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39

40. Break
Back: Segment
4
COMING UP / ALRIGHT –
There’s a lot to be done inside of Content Marketing – getting the
word out about your organization and inbound value.
Want to know what NOT to do in Content Marketing?
We have a great list of major FAILS in Content Marketing
Stay tuned to the Edge!
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40

41. Segment 4 :
7 CONTENT MARKETING FAILS
1-877-SEO-4-WEB
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41

42. INTRO
• There’s a lot to be done inside of Content Marketing – getting
the word out about your organization and inbound value.
• Want to know what NOT to do in Content Marketing?
• We have a great list of major FAILS in Content Marketing
1-877-SEO-4-WEB
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42

43. REJOIN
THANKS FOR LISTENING / I’M ERIN SPARKS / JOINED BY THOMAS
BRODBECK / THIS SHOW IS PRESENTED BY SITE STRATEGICS /
CHECK US OUT AT SITE STRATEGICS DOT COM / WE ARE YOUR
LOCAL INTERNET MARKETING MANAGEMENT COMPANY / WE DO
COST EFFECTIVE WEB DESIGN / WITH GOOGLE – YAHOO – BING /
SEARCH ENGINE MARKETING MANAGEMENT THAT NOT ONLY
PROVIDES YOU GREAT RANKINGS ON SEARCHES BUT ALSO
TRANSLATES INTO SALES
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43

44. NEWSLETTER SIGNUP
•Hey, we wanted to extend out an invite to join up to our Edge Talk
Newsletter!
•Free newsletter – and covers everything we’re ABOUT to cover
on the show and much more.
•Get a little insider information:
•We are dropping a useful PRO TIP into each Newsletter as
well. Great techniques to make your site sing!
•Simply signup for the Newsletter on Edge of the Web dot
Com or Site Strategics dot com!
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4

45. WE’VE GOT AN APP!
•
•
•
•
•
•
Listen to our podcasts
All of our Videos
Twitter Feed
Facebook
Photos of the Show
Stats Bragging Page
And….
•
1-877-SEO-4-WEB
1-877-736-4932
45
Score My Site Tool!
Submit your site, and
we’ll review it for you –
give you some
knowledge about hor
the engines see you!

46. AND – NEW SERVICE FROM SITE STRATEGICS
We are the fast & easy way for small businesses to
make Mobile Apps
We talked about how many apps are being launched daily, more apps are launched than
babies being born daily! The reality is that with the adoption of the mobile devices and
the “second screen” marketing, the ability to connect with consumer loyalty is stronger
than ever. Building an app can connect you to your customer
It’s easy and fast
We have templates for:
•
Restaurants
•
Realtors
•
Lawyers
•
Bands
•
Sports
•
Churches
•
Professional Services
1-877-SEO-4-WEB
1-877-736-4932
46

47. REWIND
We talked about how to improve your
Ecommerce Product Pages for Search
1. Duplicate Content
2. Thin Content
3. Too Much Content
1-877-SEO-4-WEB
1-877-736-4932
47

48. 7 CONTENT MARKETING FAILS
ARTICLE: SEARCH ENGINE JOURNAL : Tommy Landry
• The marketing trend of the year is content marketing, so
you’ve probably been busting your hump to push out blog
posts and other content as fast as possible.
• Now you have an inventory of content, but for some reason it
just won’t take off.
• You aren’t alone, so don’t beat yourself up. Instead, start with
an objective review of what content working and what is not.
But before you audit your own activities, make sure you know
what to look for.
1-877-SEO-4-WEB
1-877-736-4932
48

49. 7 CONTENT MARKETING FAILS
There are many ways to succeed or fail at content marketing.
Let’s look at some of the most common ways to fail at content
marketing and how you should re-evaluate your approach.
1-877-SEO-4-WEB
1-877-736-4932
49

50. 7 CONTENT MARKETING FAILS
Overuse of Buzz Words
Many corporate types take pride in using popular marketing buzz
words. While that might be fine for in-house meetings, unless
you are targeting people just like you it is important to limit
marketing buzz words.
Having marketed to a variety of audiences, I found that most of
them are turned off by buzz speak. It is especially crucial to
avoid them if you target IT pros, engineers, or other technical
audiences, lest you open yourself up to mockery.
1-877-SEO-4-WEB
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50

51. 7 CONTENT MARKETING FAILS
What do I mean by marketing buzz words? Here are six of the
biggest offenders:
•
•
•
•
•
•
Leverage (used as a verb)
Game Changer
Facilitate
Synergy
Think Outside the Box
Incentivise
Surely you’ve heard of Buzzword Bingo (a.k.a. BS Bingo).
There’s a darn good reason that game exists – non-marketers
can’t stand these words.
1-877-SEO-4-WEB
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51

52. 7 CONTENT MARKETING FAILS
• Being a Know-it-All
• If there’s one thing that people hate, it’s a know it all. This isn’t
a condemnation of being smart or an expert in your field. If you
are knowledgeable in a particular subject, most of readers are
completely open to your thoughts on the topic.
• There is a difference between being smart and being haughty.
You can easily embrace or alienate readers with the wrong
tone or word selection.
1-877-SEO-4-WEB
1-877-736-4932
52

53. 7 CONTENT MARKETING FAILS
• It amazes me to read blog posts that stake a claim to a point
(good), and turn around to say “I dare you to challenge me on
it” (not good).
• Instead, make your point but stay open to other opinions and
information. No one knows everything there is to know about
any individual topic.
1-877-SEO-4-WEB
1-877-736-4932
53

54. 7 CONTENT MARKETING FAILS
• Writing posts aimed at striking down fallacies, but always
including a disclaimer that “if you know something I do not, I’m
all ears”. I always respect a writer who is willing to reconsider
their stance if presented with a good counterargument. It
shows that they are more interested in getting it right than
being right.
• Feel free to educate your readers, but avoid insulting them.
That should be common sense.
1-877-SEO-4-WEB
1-877-736-4932
54

55. 7 CONTENT MARKETING FAILS
• Making Big Claims Without Proof
• One of the great things about content creation is that you get
to soapbox. Opinions are great, but as the old adage goes,
everybody has one. Readers want more proof than one
person’s gut instinct.
• Proof can come in different formats. Of course, there is always
good old fashioned data. If you can link to market research or
other sources with real data supporting your opinion, you build
credibility. No data available? Share your own experiences
learned through trial and error.
1-877-SEO-4-WEB
1-877-736-4932
55

56. 7 CONTENT MARKETING FAILS
• Writing “Me Too” Content
• A colleague of mine struggles to come up with good blog
topics. This is a common problem, as evidenced by a long list
of posts on the topic.
• We have gone around and around about what he should do.
He decided to adopt a “me too” approach. He prefers to look
at what others are writing about and use the same topics.
• While this is a reasonable way to generate ideas, I caution him
not to steal and repackage the ideas. There’s nothing worse
than getting a pingback, only to find a post paraphrasing the
original content.
1-877-SEO-4-WEB
1-877-736-4932
56

57. 7 CONTENT MARKETING FAILS
• Piggyback the topic, but make it your own. Say something
unique, or at least provide a new perspective. Consider taking
the opposite position to the original. Think point / counterpoint
here, and link back to the original to share the credit.
• No matter what you do, make it original. There’s too much
content out there to rehash good ideas, unless your goal is to
be remarkably unremarkable.
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57

58. IF YOU’RE TUNING IN!
If you just tuned in:
You’re Listing to
Edge of the Web Radio
We’re talking about 7 CONTENT
MARKETING FAILS
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58

59. 7 CONTENT MARKETING FAILS
• Failure To Provide A Coherent Thought
• Did you ever read a post or article, only to find that you have a
clue what point they were trying to make? Everyone is short
on time. If you want them to read and share your content with
their social networks, always make at least one impactful
point.
1-877-SEO-4-WEB
1-877-736-4932
59

60. 7 CONTENT MARKETING FAILS
• Always Writing About The Same Thing
• Between the growing impact of social factors on ranking and
Google’s adoption of Authorship, it has become important to
establish individual expertise. The more you write about,
discuss, and share content on your key topics, the more
Google will associate you with those topics.
• While it makes sense to build that foundation of expertise, be
careful not to get myopic. My colleague Jon Loomer is a great
example of someone who does this well. Jon focuses 100%
on Facebook strategy and marketing. This is a narrow topic,
but he keeps his content fresh and unique
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61. 7 CONTENT MARKETING FAILS
• Lacking Personality
• If you want your content to be engaging and interesting, don’t
be afraid to inject your own personality into it. Many
companies fall into the trap of writing in corporate speak or
avoiding personality altogether. That’s a great way to get
ignored.
• I get it. Branding guidelines, style guides, direction on what
voice to use, and similar tools are a fact of life for medium-tolarge businesses. Standards matter with large, geographically
distributed teams.
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62. 7 CONTENT MARKETING FAILS
• Summary – 7 Content Marketing Fails
• There you have it – 7 of the biggest mistakes you can make in
content marketing. If you find yourself caught up in any of
these habits, take the time to refocus now.
• What other things have you seen that might fit on this list?
Feel free to share in the comments. I’d love to hear every
possible angle on this topic firsthand. Thanks for reading.
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