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SEO for Ecommerce - Adam Audette

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Information about SEO for Ecommerce - Adam Audette
Technology

Published on March 11, 2014

Author: audette

Source: slideshare.net

Description

My Mozcon 2013 presentation on ecommerce SEO.
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#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!

#mozcon presentations

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