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The Power of
Ecommerce Filters:
A Dunelm Case
Study
Sam Gipson
Dunelm
@samgipson
Dunelm (Soft Furnishings) Ltd
Case Study:
Optimising
ecommerce
filters on
Dunelm.com
Dunelm (Soft Furnishings) Ltd
Ecommerce
filters:
Aid customers in
narrowing the
products
appearing on
product lister
pages (PLPs)
Dunelm (Soft Furnishings) Ltd
PLP (260 results)
.
Filtered PLP (86 results)
Dunelm (Soft Furnishings) Ltd
Organically they can rank really well for medium-
long tail searches
Dunelm (Soft Furnishings) Ltd
Drive traffic via
lower volume,
high converting
keywords
= HUGE
opportunity
SEO’s favourite chart.
Dunelm (Soft Furnishings) Ltd
2020!
National lockdowns
Regional lockdowns
Huge demand shift from
offline to online
Dunelm (Soft Furnishings) Ltd
Just launched
‘click and collect’
in time for
national
lockdown
Dunelm (Soft Furnishings) Ltd
Dunelm’s online visibility was going
from strength to strength
Source: AHREFs
Dunelm (Soft Furnishings) Ltd
Our filtering
system was
completely
blocked from
being crawled
With no way to
optimise filter
pages
Dunelm (Soft Furnishings) Ltd
TOP TIP:
Install “Robots
Exclusion Checker”
Chrome Extension
It visually show
whether your filter
system is allowing
Googlebot or not
Free Google Chrome Extension
Dunelm (Soft Furnishings) Ltd
“black coffee table”
12K searches/pm
Position 1
Despite this, our generic PLPs were ranking well
Dunelm (Soft Furnishings) Ltd
“grey tv unit”
7K searches/pm
Position 1
Despite this, our generic PLPs were ranking well
Dunelm (Soft Furnishings) Ltd
Compared to our competitors
we were over-achieving in the
rankings
Dunelm (Soft Furnishings) Ltd
Our generic PLPs were
ranking higher than
competitor “filter” pages
that provided a better
customer experience
Dunelm (Soft Furnishings) Ltd
TOP TIPS
 Become obsessed with
Google’s results
 Simulate the customer journey
 Who has the best landing page
experience? How can you
improve yours?
Dunelm (Soft Furnishings) Ltd
Our objective:
Build an SEO optimised
filter solution
Dunelm (Soft Furnishings) Ltd
45% of SEOs let Google
index all filters or no filters
at all
Not many sites have
granular control over their
filter indexation
Dunelm (Soft Furnishings) Ltd
Opening all filters for indexation
Links
Dunelm (Soft Furnishings) Ltd
Opening all filters for indexation
Links
Negatives:
• Potentially thousands or millions of
URLs indexed
• Huge page cannibalisation issues
Dunelm (Soft Furnishings) Ltd
Opening all filters for indexation
Links
Negatives:
• Google wasting time crawling low-
quality pages
• Negative overall impact on organic
visibility
Dunelm (Soft Furnishings) Ltd
Blocking all filters
Links
Dunelm (Soft Furnishings) Ltd
Blocking all filters
Links
Negatives:
• Inability to target medium-long tail
terms at scale
• Competition will outrank you
• Losing out on market share
Dunelm (Soft Furnishings) Ltd
Other sites do something in between
Links
With some filters
being indexable..
Dunelm (Soft Furnishings) Ltd
..and others being
excluded
Other sites do something in between
Dunelm (Soft Furnishings) Ltd
But popular exclusion methods
for low-value filters are far from efficient
Robots.txt
Meta Robots
“Noindex”
Canonical tags
Rel =
“nofollow”
Dunelm (Soft Furnishings) Ltd
Because URLs are presented to Google
that must be “managed”
 Relying on Google to pick a Canonical
 Index bloat
 Wasted crawl budget
Dunelm (Soft Furnishings) Ltd
So, we set about trying to
implement a more efficient
filtering system
Dunelm (Soft Furnishings) Ltd
Filters we DO want Google to discover & crawl we
server-side render crawlable links
Dunelm (Soft Furnishings) Ltd
 Crawlable <a href> links
 Clear anchor text
 Short, descriptive URL
What this looks like in practice
Dunelm (Soft Furnishings) Ltd
For filters we DON’T want Google to discover we use
client-side JavaScript for functionality
Dunelm (Soft Furnishings) Ltd
What this looks like in practice
 Filters are JS buttons
 No crawlable links
 Hash URLs used
Dunelm (Soft Furnishings) Ltd
Back-end: SEO Tool with new filter functionality
We wanted to
control exactly
which values
Google could
‘see’ and index
Dunelm (Soft Furnishings) Ltd
- H1s
- Copy snippet
- Page Title
- Meta Description
Customisable on-page elements
Dunelm (Soft Furnishings) Ltd
All Meta Data
managed in our
internal SEO tool
Dunelm (Soft Furnishings) Ltd
Meanwhile…
Remember
this?
Dunelm (Soft Furnishings) Ltd
The effectiveness of Dunelm’s old CLP & PLP
strategy was starting to fail
Source: AHREFs
Dunelm (Soft Furnishings) Ltd
Technical
Solution
Dunelm (Soft Furnishings) Ltd
Nearly there, right?
Dunelm (Soft Furnishings) Ltd
3 main challenges we had to overcome
Dunelm (Soft Furnishings) Ltd
1. Structural
issues that
would impede
the scaling of
categories
Dunelm (Soft Furnishings) Ltd
• SEO team advised trading team
on suggested category structures
• Factored in range expansion
• Needed to be scalable and avoid
future URL changes
Architecture Changes
Dunelm (Soft Furnishings) Ltd
2. Internal product
attribute data not
aligning with how
customers search
Dunelm (Soft Furnishings) Ltd
Educating internal
teams to use
correct values, not
“internal” styles or
types
Keyword Research & Attribute Review
Mapping out
how customers
search for our
products
Breaking that
down to attribute
and value
granularity
Dunelm (Soft Furnishings) Ltd
3. Missing product
data
Dunelm (Soft Furnishings) Ltd
Working with suppliers
We had gaps
in our
product data
Getting suppliers to
classify products based
on styles or types from
keyword research
Working with
suppliers to fill
missing
information
Dunelm (Soft Furnishings) Ltd
Reattribution Project
• Dedicated project to clean up
and optimise our data
• Process involves SEO and 3
other internal teams
(+suppliers)
• This is an ongoing project
Dunelm (Soft Furnishings) Ltd
15 kickoff meetings
with commercial
directors
25 traders trained
in SEO
Internal PR and Training was critical
Development teams
trained in SEO
Regular reporting
to leadership team
Dunelm (Soft Furnishings) Ltd
Results so far
Dunelm (Soft Furnishings) Ltd
Launched on 1st
February
900 pages live
~30% through
project
Dunelm (Soft Furnishings) Ltd
“white wardrobes”
Before filters After filters
PLP: position 14
Filter: position 2
Ranking Results
Dunelm (Soft Furnishings) Ltd
“black coffee table”
Before filters After filters
PLP: position 8 Filter: position 2
Ranking Results
Dunelm (Soft Furnishings) Ltd
We’ve stopped traffic decline
as we offer customers a
better experience.
We now organically rank for
over 1.1m keywords.
Still a lot more work to be
done!
Dunelm (Soft Furnishings) Ltd
Thank You.
@samgipson
linkedin.com/in/samgipson
samgipson.com

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The Power of Ecommerce Filters - A Dunelm Case Study

Editor's Notes

  1. For the avoidance of doubt, here are some common examples of Ecommerce filters.
  2. 2020 - Challenging year for many individuals and businesses.
  3. I was acutely aware that Dunelm.com had a major blind spot, even if the search results didn’t reflect it.
  4. £550m is online.
  5. £550m is online.
  6. Compared to competitors we were over-achieving in the rankings. Why would I say this?
  7. £550m is online.