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Similar to Zappos seo seo moz - adam audette
Similar to Zappos seo seo moz - adam audette (20)
Zappos seo seo moz - adam audette
- 1. How To Rank Item-level URLs Adam Audette July 29, 2011 MozCon Seattle
- 5. SEO is simple. Different CMS platforms, software Different CMS platforms, software Different stakeholders Different stakeholders Different business decisions Different business decisions Too many possibilities, where to start? Too many possibilities, where to start? Different situations Different situations
- 9. SEO is a long, hard road 9
- 10. Meanwhile, we’re doing stuff 10
- 11. Compromise is at every step.
- 17. Best practices only get you so far.
- 18. You need competitive advantages.
- 19. Risk 19
- 20. Innovation 20
- 21. SEO is easy to say, and hard to do.
- 23. How To Rank Item-Level URLs
- 24. The Home Page
- 26. Nav links ≠ contextual links ≠ footer links
- 31. Create canonical crawl paths
- 33. Exact match anchors: very important internally
- 34. HTML 5 structure elements
- 36. Categories
- 37. Categories are the secret.
- 38. Products link to their category parent and to other closely related categories
- 39. Products don’t link to unrelated categories Categories link via navigations
- 40. Rank categories for your head terms.
- 41. Focus external links on categories.
- 44. Age & velocity of external links.
- 46. Minimize cross-category links (in content)
- 47. Mostly: preserve category URLs
- 51. Everything stores in the URL
- 54. Items
- 55. Products link to their category parent and to other closely related products
- 56. Related links are massively powerful.
- 60. Hardly anyone’s doing it for SEO!
- 61. It’s quite hard to do.
- 62. Less is more: 5-10 related products.
- 65. Not a fan of hierarchy in URLs
- 68. How we’re doing it at Zappos
- 69. 1. Focus on categories
- 71. 2. Link contextually internally to categories
- 72. (lean on categories to pass equity)
- 75. 3. Band-aid the faceted navigation
- 77. 4. Enter: Product Showdown
- 79. (also: twitter.zappos.com for cats)
- 81. Successfully bridged categories to product-level URLs
- 82. 5. Battling for URL preservation
- 83. (but products constantly change)
- 84. Testing how to expire products
- 87. Video is a big focus
- 89. SEO Results from Video
- 90. SEO Results from Video
- 91. SearchMetrics study on video
- 92. How likely is content to rank?
- 93. http://searchengineland.com/what-wins-in-google- universal-search-blogs-images-google-87361
- 94. SERP Presentation & CTR
- 95. SERP presentation and SEO
- 96. Better ranking ≠ more traffic
- 99. Methods for Employing Usage Stats http://www.seobythesea.com/2011/07/how- google-might-rank-pages-based-upon-usage- information/
- 101. How To Maximize Product Visibility in Organic Search (SEW) http://plotin.us/oMbt8b
- 102. Thank you! Adam Audette twitter.com/audette www.audettemedia.com