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COVID-19 pandemic
MARK JAMES
The main factor cited in the
closing of retail stores in the
retail apocalypse is the shift in
consumer habits towards
online shopping.
“Retail Apocalypse Online
competition drives store
closings” July 16, 2018
„Slide created before the
COVID-19 pandemic
Sources: : Nielsen TDLinx
U.S. Store count
Offline store count
IS DECLINING
for the first time in years.
2010
Retail
Apocalypse
2010
Retail
Apocalypse
2020
Online Retail
Apocalypse
eCommerce trend
eCommerce trendafter COVID-19
pandemic settles down
*
after COVID-19
pandemic settles down
*
eCommerce trend
What can go
wrong?
Can you find this URL in Google?
Turns out that Google has never
heard of this URL or its content
Turns out that Google has never
heard of this URL or its content
A few more examples of websites
from Slovenia struggling with indexing
I ND EX I NG
supermarket.png
laptop.png
EC OMMER C E
I ND EX I NG
supermarket.png
laptop.png
EC OMMER C E
Average of
20%
are not found in Google.
of products from Top500 stores
PROBLEM
one.ly/inorbit
…and we still haven’t
learned how to use
the technology
CORRECTLY
300%
300%
17%
Oh, and one more thing…
Indexed
Websites
Indexed
Websites
=
Healthy
Websites
Percentage of
JavaScript
content indexed
after 14 days
100%
96%
34%
0.5%
Percentage of
JavaScript
content indexed
after 14 days
100%
96%
34%
0.5%
H E A L T H Y
Percentage of
JavaScript
content indexed
after 14 days
100%
96%
34%
0.5%
H E A L T H Y
P O O R H E A L T H
only 0.5% of the JS
content is indexed
CNBC – 99.5% of the JS content not indexed
P O O R H E A L T H
only 0.5% of the JS
content is indexed
CNBC – 99.5% of the JS content not indexed
P O O R H E A L T H
100% of the JS
content is indexedH E A L T H Y
one.ly/medium-problem
Dec 4,
2019
after we published
this article…
7 days
16% of the new
content is not indexed
Dec 11,
2019P O O R H E A L T H
significant idexing issues
47% of their products not indexed!
P O O R H E A L T H
How do I know that?
one.ly/tgif
Our toolset
to tracking
indexing
delays
Pages with content
not indexed after 1 day
FINE
09/03/2019 – 12/11/2019 12/12/2019
F I NE
09/03/2019 – 12/11/2019 12/12/2019
Pages with content
not indexed after 1 day
F I NE
09/03/2019 – 12/11/2019 12/12/2019
Pages with content
not indexed after 1 day
F I NE
09/03/2019 – 12/11/2019 12/12/2019
Pages with content
not indexed after 1 day
Some analyst are seeing and analyzing this
trend already
NO 1 Skill to survive 2020 according to Microsoft’s research?
SEOtechnical seo
https://about.ads.microsoft.com/en-us/blog/post/january-2020/2020-
vision-trends-to-define-the-next-decade
Source: https://about.ads.microsoft.com/en-us/blog/post/january-2020/2020-vision-trends-to-define-the-next-decade
According to Microsoft’s 2020 vision*
SEOis identified as the most important skill!
Let’s get to work!
Getting more traffic
in 2020
3 main pillars
supporting
ranking and
indexing
RANKING & INDEXING
CONTENT
3 main pillars
supporting
ranking and
indexing
RANKING & INDEXING
CONTENT
3 main pillars
supporting
ranking and
indexing
CRAWLING&RENDERING
RANKING & INDEXING
3 main pillars
supporting
ranking and
indexing
CONTENT
RANKING & INDEXING
CRAWLING&RENDERING
WEBSITESTRUCTURE
Content
IS KING*1*not sure if Medium.com would agree with that
Content is only a
part of a much
bigger picture.
Content
The rest
1 Content problems
Main offenders
Duplicate
content
1 Content problems
Main offenders
Duplicate
content
Stale
content
1 Content problems
Main offenders
Duplicate
content
Stale
content
0 search
volume
content
1 Content problems
Main offenders
Duplicate
content
Stale
content
0 search
volume
content
Index bloat
(Thin content, soft
404s, search
results)
Is your content
index worthy?
???
??
WRONG WRONG WRONG WRONG WRONG
Make sure that people search for your content
…and if they do, that your
content is addressing their intent.
…and if they do, that your
content is addressing their intent.
…and if they do, that your
content is addressing their intent.
…and if they do, that your
content is addressing their intent.
How is it affecting Sears.com?
Rendering
2
This is how the
page looks like:
This is how the
page looks like:
This is how Google
rendered it:
Make sure
your content
doesn’t rely
on RENDERING
2 Content and links
relying on JavaScript
2 Content and links
relying on JavaScript
2 Content and links
relying on JavaScript
Google crawls your
site without seeing
all the products…
The trend is declining.
09/03
/2019
02/11
/2020
12/12
/2019
Max of 50% of JS content indexed after 2 weeks.
Understand how rendering
affects your store
TOOLS TO PLAY WITH:
Understand how rendering
affects your store
TOOLS TO PLAY WITH:
What Would
JavaScript Do
one.ly/wwjd
Understand how rendering
affects your store
TOOLS TO PLAY WITH:
What Would
JavaScript Do
one.ly/wwjd one.ly/test
Mobile-Friendly
Test from Google
Understand how rendering
affects your store
TOOLS TO PLAY WITH:
What Would
JavaScript Do
one.ly/wwjd one.ly/test
Mobile-Friendly
Test from Google
one.ly/jsseo
Our Ultimate Guide
to JavaScript
#geeky
Crawling
2 Quality vs. Quantity ratio
10K pages 10K pages
2 Quality vs. Quantity ratio
10K pages
9.5K pages
2 Quality vs. Quantity ratio
10K pages 10K pages
9.5K pages 5K pages
2 Quality vs. Quantity ratio
10K pages 10K pages
9.5K pages 5K pages
UNI QUE, V ALUAB LE C ONTENT NO V ALUE F OR SEAR C H ENGI NES
2 Index bloat – main offenders
no-index
1000s of no-index pages
2 Index bloat – main offenders
Canonical tags overuse
2 Index bloat – main offenders
Canonical tags overuse
2 Index bloat – main offenders
Canonical tags overuse
Google ignored it.
2 Index bloat – main offenders
No SEO strategy for
sold out/discontinued
products, new
collections etc.
one.ly/zarahome
2 Index bloat – main offenders
Website’s navigation
relying on rendering JS
(H&M pagination example)
2 Index bloat – main offenders
Indexed categories
with 0 products
Website structure
and information
architecture3
Content
IS KING
Intent
IS KING
website’s
indexing
strategy
information
architecture
user intent
website’s
indexing
strategy
information
architecture
user intent
One of the biggest
challenges for
eCommerce
IN 2020
Query: turmeric curcumin supplements iHerb
What is the
user's intent?
QUESTIONS:
1
Query: turmeric curcumin supplements iHerb
What is the
user's intent?
QUESTIONS:
1 Which part of my website is
going to address that intent best?
2
Query: turmeric curcumin supplements iHerb
Query: turmeric curcumin supplements iherb
55 products –
0 with turmeric
Query: turmeric curcumin supplements iherb
55 products –
0 with turmeric
36 products
Query: turmeric curcumin supplements iherb
55 products –
0 with turmeric
Wrong intent
90 products –
no curcumin
36 products
Query: turmeric curcumin supplements iherb
55 products –
0 with turmeric
Wrong intent
90 products –
no curcumin
BINGO! 178 products
matching my query!
36 products
How are these problems
affecting iHerb.com?
3 Unique selling point
3 Unique selling point
3,700,000,000
3 Unique selling point
3 Unique selling point
8,690,000
We are past
optimizing
a few pages for
a few keywords
You won’t rank well with 1 page,
if your whole structure is not optimized.
Even if you rank VERY well, you may
rank with a wrong page!
You won’t rank well with 1 page,
if your whole structure is not optimized.
The big picture
s
mix
Homework
Create a visual drawing
(with e.g. draw.io) of your
whole website’s structure1
Create a visual drawing
(with e.g. draw.io) of your
whole website’s structure1
Review your indexing
strategy for:
2• faceted navigation
• search results within your domain
• sold out products
Create a visual drawing
(with e.g. draw.io) of your
whole website’s structure1
Review your indexing
strategy for:
2• faceted navigation
• search results within your domain
• sold out products
Setup weekly crawls of
your whole website to
monitor problems and
address those before you
lose your traffic.
3
Create a visual drawing
(with e.g. draw.io) of your
whole website’s structure1
Review your indexing
strategy for:
2• faceted navigation
• search results within your domain
• sold out products
Setup weekly crawls of
your whole website to
monitor problems and
address those before you
lose your traffic.
3 4 How would you find
orphan pages?
Are all the URLs within
your sitemap returning
code 200 and are
indexable and valuable?5
Are all the URLs within
your sitemap returning
code 200 and are
indexable and valuable?5
Start tracking internal
cannibalization within
your website (e.g. with
Ryte.com)6
Are all the URLs within
your sitemap returning
code 200 and are
indexable and valuable?5
Start tracking internal
cannibalization within
your website (e.g. with
Ryte.com)6
How much original,
valuable content do
you produce?7
Are all the URLs within
your sitemap returning
code 200 and are
indexable and valuable?5
Start tracking internal
cannibalization within
your website (e.g. with
Ryte.com)6
How much original,
valuable content do
you produce?7 8 How do you measure &
track value of the content
you are publishing?
Wrapping up
You can get WAY
more traffic and
sales in 2020.
You can get WAY
more traffic and
sales in 2020.
You can compete
with huge brands
You can get WAY
more traffic and
sales in 2020.
You can compete
with huge brands
but…
Looking at our data,
your eCommerce is
only 83% indexed
Check how many of
your products
are indexed
in Google.
one.ly/inorbit
Now – it’s your turn.
Good luck!
@bart_goralewicz
bartosz@onely.com

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