ecommerce seo ecomteam romania workshop
DESCRIPTION
Ecommerce seo Ecomteam Romania WorkshopTRANSCRIPT
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ECOMMERCE SEO WORKSHOPIntermediate - Advanced
DAVID SOTTIMANODISTILLED
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WHAT IS THE ULTIMATE GOAL?
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WHAT IS THE ULTIMATE GOAL?MAKE MONEY. EVERYTHING ELSE COMES SECOND.
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WHAT IS THE ULTIMATE GOAL?MAKE MONEY. EVERYTHING ELSE COMES SECOND.STAY FOCUSED
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AGENDA
1. THE RIGHT PEOPLE & MINDSET
2. GENERAL SEO & KPIS3. ECOMMERCE SPECIFIC TOPICS
4. SMART IDEAS AND A FREE GIFT!
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LEARNING OBJECTIVES
LEARNING OBJECTIVES FOR TODAY:
1. Important SEO directives and how to use them
2. Which SEO KPIs are important for making you money & how to track
3. How to deal with expired products, seasonal & sales pages
4. What type of content to use on product / category pages
5. Structured data: deploy, display, troubleshooting
6. Best practices for faceted navigation, pagination, link architecture
7. Ideas, inspiration and tools you might not know about
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THE RIGHT PEOPLE / MINDSET
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THE RIGHT STUFF – PEOPLE
RAND FISHKIN - http://dis.tl/1jmAWNM
SEO is not dead or easy – it’s just getting harder
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THE RIGHT STUFF – PEOPLE
•Dedicate resources to SEO, either internally or externally
•Be selective of agencies and look for multidimensional marketers
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THE RIGHT STUFF – MINDSET
•SEO is a long term game, for quick sales use Adwords
•“Set it and forget it” attitude always loses
•SEO incorporates Social, PR, Development, offline marketing and content
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GENERAL SEO ADVICE
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BEFORE I DO. THE BEST TIP I CAN POSSIBLY GIVE YOU
IS....
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ALLEVIATE DEPENDANCY ON DEVELOPMENT QUEUES.
GIVE CONTROL FOR SEO RELATED CHANGES DIRECTLY FROM THE CMS.
YOU CAN THANK ME LATER.
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IN THIS SECTION
1. GETTING ON THE SAME PAGE: SEO SPECIFIC DIRECTIVES
2. SEO KPIS TO MEASURE IMPACT
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GENERAL SEO ADVICE - DIRECTIVESGOAL
To stop a page from getting crawled
HOW 1. Robots.txt * (When * and Googlebot are
stated, Googlebot only follows specific directives)
User-agent: *Disallow: /example.htmlhttps://support.google.com/webmasters/answer/156449?hl=en
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GENERAL SEO ADVICE - DIRECTIVES
GOAL To help get a page crawled
HOW 1. XML sitemaps, Internal links 2. Google ping
(http://www.google.com/webmasters/sitemaps/ping?sitemap=YOURURL)
3. Google +https://support.google.com/webmasters/answer/182072?hl=en
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GENERAL SEO ADVICE - DIRECTIVES
GOAL Prevent a page from being indexed
HOW 1. <meta name="googlebot"
content=“noindex" />2. X-Robots-Tag: noindex
https://developers.google.com/webmasters/control-crawl-index/docs/robots_meta_tag
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GENERAL SEO ADVICE - DIRECTIVES
GOAL Redirect link equity
HOW 1. 301 status code – hard redirect2. Rel Canonical (<head> or HTTP header)
WORKSHOP DISCUSSIONhttp://googlewebmastercentral.blogspot.ro/2011/06/supporting-relcanonical-http-headers.html
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GENERAL SEO ADVICE - DIRECTIVES
GOAL Inhibit crawling & theoretically prevent PageRank distribution
HOW 1. <meta name="robots"
content="nofollow" />2. <a href=“/login.aspx" rel="nofollow">sign
in</a>https://support.google.com/webmasters/answer/96569?hl=en
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GENERAL SEO ADVICE - DIRECTIVES
GOAL Prevent image indexation
HOW 1. <meta name="robots"
content="noimageindex">2. X-Robots-Tag: noimageindex
https://developers.google.com/webmasters/control-crawl-index/docs/robots_meta_tag
https://support.google.com/webmasters/answer/79892?hl=en
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Analyze your server logs to find out what’s really going on.
METHOD:GET, UA: GOOGLEBOT.2.1 IP BLOCK 66.*
http://moz.com/blog/server-log-essentials-for-seo
MEASURING DIRECTIVES
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SEO KPIS # PAGES INDEXED# PAGES RECEIVING ORGANICRANKINGSORGANIC VISITSCLICK THROUGH RATEOPTIONAL – # LINKS / LRD&SEO VISIBILITY
USER FOCUSED KPIS SEOs CARE ABOUTBOUNCE RATE & PAGES PER VISITCONVERSIONS & REVENUE
GENERAL SEO ADVICE – SEO KPIS
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EASY – GOOGLE WEBMASTER TOOLS XML SITEMAP & INDEXATION REPORT
SEO KPIS – #PAGES INDEXED
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SMARTER – Segment XML sitemap into smaller sitemaps to get detailed indexation data from WMT
For example:
Bathroom-products.xmlBathroom-categories.xml
Remember the 50,000 URL limit in each sitemap!
SEO KPIS – #PAGES INDEXED
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HARD – CRAWL DATA + GOOGLE SCRAPE
SEO KPIS – # PAGES INDEXED
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BEST – WEB ANALYTICS (GOOGLE ANALYTICS)
SEO KPIS – #PAGES RECEIVING ORGANIC
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MANUAL – DEPERSONALIZATION IN GOOGLE QUERY PARAMETERS
SEO KPIS – RANKINGS
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SCALABLE– TOOLS (ADVANCED WEB RANKING, AUTHORITY LABS)
BOTH TOOLS HAVE APIS AND LOCALIZATION
SEO KPIS – RANKINGS
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BEST– WEB ANALYTICS (GOOGLE ANALYTICS)
SEO KPIS – ORGANIC VISITS
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BEST– GOOGLE WEBMASTER TOOLS
SEO KPIS – CLICK THROUGH RATE
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REQUIRES 4 SOURCES– MOZ, WMT, MAJESTIC, AHREFS
SEO KPIS – #LINKS / LRD (OPTIONAL – WHY?)
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BEST– SEARCHMETRICS, SEMRUSH
SEO KPIS – SEO VISIBILITY (OPTIONAL)
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E-COMMERCE SPECIFIC TOPICS
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SECTION 1
E-COMMERCE - PRODUCTS
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IN THIS SECTION:
1. OUT OF STOCK STATUS2. PRODUCT VARIATIONS3. PRODUCT CONTENT
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PRODUCTS – OUT OF STOCK - TEMPORARY
FOR SEO PURPOSES:1. Leave page and internal links as is
FOR USERS:2. Email option to alert when product comes
back in stock3. Display similar items
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OVERSTOCK.COM – OUT OF STOCK PAGE
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PRODUCTS – OUT OF STOCK - PERMANENT
FOR SEO PURPOSES1. Drop internal links, update XML sitemaps2. 301 OR 410 (OR 404*)
301 if there is good link equity to similar page but, never to the homepage.
404/410 if there are bad links or no link equity http://www.davidsottimano.com/internal-301-homepage-treated-404-google/
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PRODUCTS– OUT OF STOCKTHE PERFECT OUT OF STOCK PAGES SHOULD
• Allow CMS users to change product status• Always drive conversions regardless of
destination page
THE PERFECT SETUP FOR PERMANENT OUT OF STOCK PAGES SHOULD
1. Keep server response time low – manage redirects wisely
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PRODUCTS– OUT OF STOCKSMARTER 301’S
When a product is permanently 301’d display a custom message on the destination page. Try your best to lead them to similar products or at least the parent category.
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PRODUCTS – VARIATIONSCOLOR, SIZE, ETC..
TO INDEX OR NOT TO INDEX, THAT IS THE QUESTION
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PRODUCTS– VARIATIONSKEYWORD RESEARCH (ADWORDS, SITE SEARCH) WILL TELL YOU WHICH PAGES TO CREATE AND WHICH PAGES ARE WORTH THE MONEY.
IF YOU CAN VALIDATE THEY DO IN FACT MAKE YOU MONEY, THEN YOU NEED TO BE ABLE TO INDEX THEM. YOU ALSO NEED TO BE ABLE TO DEXINDEX THEM IF THEY ARE NOT PERFORMING.
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PRODUCTS– VARIATIONSWHICH IS WHY I HATE THIS TYPE OF JAVASCRIPT SOLUTION.
NO CONTROL FOR SEOS & LIMITS OPPORTUNITY.http://www.target.com/p/merona-women-s-3-4-sleeve-kni
t-to-woven-tee-assorted-colors/-/A-14589013
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PRODUCTS – OUT OF STOCK – VARIATIONS AND I LOVE
THIS. ZAPPOS HAS VARIATION PAGES THEY CAN CANONICALIZE OR RELEASE.
NO DEVS REQUIRED.
http://www.zappos.com/skullcandy-uprock-2012
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PRODUCTS– VARIATIONSTHE PERFECT VARIATION PAGES WILL:
1. Variation pages should be actual pages2. Allow CMS users to drop/add internal links
(product integration) or change canonical tag destination
3. Make it fast, use AJAX to change content without reloading the page (Great example: http://www.zappos.com/womens-clogs-mules~8c#!/womens-clogs-mules~8c)
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PRODUCTS– CONTENT
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PRODUCTS– CONTENT – DON’T DO THIS
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PRODUCTS– BROKEN MEDIA – DON’T DO THIS
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PRODUCTS– BAD REVIEWS – DON’T DO THIS
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PRODUCTS– 0 RESULTS – DON’T DO THIS
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PRODUCTS– CONTENT – DON’T DO THIS
ACTIVITES WITH DEADLY CONSEQUENCES
1. Uploading your product content to Amazon – give them different copy.
2. Copy pasting manufacturer content
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PRODUCTS– CONTENT – DON’T DO THIS
Again, never syndicate your content to Amazon. Better yet, don’t ever syndicate your content to any 3rd party.
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PRODUCTS– CONTENT – INSPIRATION!
https://www.nakedwines.com/wines/montaria-premium-2011.htm
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PRODUCTS– CONTENT – INSPIRATION!
http://www.wish.co.uk
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PRODUCTS– CONTENT – INSPIRATION!
http://www.esteelauder.com/index.tmpl
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PRODUCTS– DEDUPING TITLESCHALLENGEUnique titles and headings for every product
HOW TO•Add SKU – example: Nike example shoe 12021•Add Brand – example: Nike example shoe 12021
WORKSHOP DISCUSSION
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PRODUCTS– CANONICAL URLSBy removing hierarchy from Product URLs , you won’t run into duplicate URL (pages) problems.
BADhttp://www.example.com/gucci/gucci-denim-shirt.aspx http://www.example.com/shirts/denim/gucci-denim-shirt.aspx
GOODhttp://www.example.com/products/gucci-denim-shirt
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PRODUCTS– CONTENTTHE PERFECT PRODUCT PAGE CONTENT WILL:
1. Make you money 2. Be useful: answer more questions and get
the right intent3. Be at least 30% unique to any other page
on the site4. Unique keyword targeting (title, h1,body)5. Contain less indexable generic copy6. Unique, canonical URL per product
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SECTION 2
E-COMMERCE - CATEGORIES
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IN THIS SECTION:
1. SEASONAL PAGES2. CATEGORY CONTENT
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CATEGORIES– OUT OF STOCK – SEASONAL/UPDATING
A DIFFERENT WAYS OF HANDLING THIS:
1. 301 redirect old to new? * (conditions apply)
2. Keep old pages alive?3. Have 1 page and just update content?
WHICH ONE SHOULD YOU CHOOSE?
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CATEGORIES– OUT OF STOCK – SEASONAL/UPDATING
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CATEGORIES– OUT OF STOCK – SEASONAL/UPDATING
2014, all 3 terms have search volume and follow the same seasonal trends.
These guys rank for all 3!
WORKSHOP DISCUSSION ON DIFFERENT OPTIONS.
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CATEGORIES– DON’T DO THIS
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CATEGORIES– DON’T DO THIS
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CATEGORIES – INSPIRATION!
http://ao.com/dishwashers/dishwashers.aspx
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CATEGORIES – INSPIRATION!
http://www.gucci.com/ro/category/m/men_s_shoes#look68599lookA113
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CATEGORIES– CONTENTTHE PERFECT CATEGORY PAGE CONTENT WILL:
1. Get clicks to transactional pages (products)
2. Contain useful content, not filler text3. Be at least 30% unique to any other page
on the site4. Unique keyword targeting (title, h1,body)5. Contain less indexable generic copy6. Unique, canonical URL per product
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SECTION 3
E-COMMERCE - GENERAL
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IN THIS SECTION:
1. STRUCTURED DATA2. SALES PAGES3. FACETED NAVIGATION4. PAGINATION
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ECOM GENERAL– STRUCTURED DATA
DISCUSSION POINTS
•WHAT IS STRUCTURED DATA?•WHY DO SEOs CARE SO MUCH ABOUT IT?•WHEN EVERYONE ZIGS, YOU ZAG –WE NEED TO BE DIFFERENT TO STAND OUT•THE EASIEST VOCABULARY – SCHEMA.ORG MICRODATA
http://schema.org
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ECOM GENERAL– STRUCTURED DATA
https://support.google.com/webmasters/answer/1408986?hl=en
•ASSOCIATED WITH INFORMATIONAL QUERIES / EDITORIAL CONTENT•REQUIRES CODE CHANGES
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ECOM GENERAL– STRUCTURED DATA
https://support.google.com/webmasters/answer/173379?hl=en
•ASSOCIATED WITH INFORMATIONAL QUERIES / EDITORIAL CONTENT•REQUIRES CODE CHANGES•CAN BE COMBINED WITH REVIEWS
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ECOM – PRODUCTS – VIDEO & REVIEW
https://support.google.com/webmasters/answer/2413309?hl=en&ref_topic=4603851
•GOOD FOR ALL QUERY TYPES •REQUIRES CODE CHANGES•CAN BE COMBINED WITH REVIEW AND PRODUCT SNIPPETS
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ECOM – PRODUCTS – DATA HIGHLIGHTER
https://support.google.com/webmasters/answer/99170?hl=en-GB
•GOOD FOR ALL QUERY TYPES •REQUIRES CODE CHANGES•CAN BE COMBINED WITH REVIEW AND PRODUCT SNIPPETS
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PRODUCTS– STRUCTURED DATA – TIPS
http://www.nerdydata.com
RICH SNIPPETS NOT APPEARING?
•Validate your markup with the Google testing tool•Validate in search results – maybe Google isn’t showing them for anyone!•Reverse engineer working examples with Nerdydata.com
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ECOM GENERAL – SALES PAGES
http://www.audible.com
EMPLOY REL CANONICAL, NOINDEX, OR ROBOTS.TXT BLOCK – WORKSHOP DISCUSSION
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http://googlewebmastercentral.blogspot.ro/2014/02/faceted-navigation-best-and-5-of-worst.html
GENERAL SEO ADVICE – FACETED NAVIGATION
•URLs – Always unique, and only 1 canonical version•Breadcrumbs – Easy way to cross link•Adding / removing facets - Add or remove facets and land on the canonical URL•Additional filters -javascript (# anchors) to stop unnecessary pagerank dilution
This is hard! Workshop discussion
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GENERAL SEO ADVICE – FACETED NAVIGATION
SOLVING DUPLICATE CONTENT – WORKSHOP DISCUSSION
1. ROBOTS.TXT2. REL NO FOLLOW3. REL CANONICAL4. JAVASCRIPT
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FACETED NAVIGATION a la Zappos
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FACETED NAVIGATION – LIVE EXAMPLE
MY VERY FIRST COMPLEX MULTI FACETED NAVIGATION FOR A SITE THAT HAS BILLIONS OF POTENTIAL URL PERMUTATIONS.
HERE’S WHERE I TELL YOU WHAT I DID AND WHAT I WOULD DO NOW.
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PAGINATION – GENERIC ADVICE
http://googlewebmastercentral.blogspot.ro/2011/09/pagination-with-relnext-and-relprev.html
http://www.example.com/category?story=abc&page=3
<head><link rel="prev" href="http://www.example.com/category?story=abc&page=2" /><link rel="next" href="http://www.example.com/category?&page=4" /><meta name=“robots” content=“noindex”/></head>
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PAGINATION
Not an easy subject! Different sites have different needs.
Workshop discussion
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PAGINATIONIF YOU HAVE RAPIDLY CHANGING PRODUCT PAGES AND THEY AREN’T THE BEST RESULTS FOR USERS – (JOB / CLASSIFIED SITES ARE A GOOD EXAMPLE)
DISCOURAGE PAGINATION CRAWLING THROUGH WMT PARAMETER TARGETING (I.E. DO NOT CRAWL) , EMPLOY REL CANONICAL BACK TO CATEGORY.
WORKSHOP DISCUSSION.
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LINK ARCHITECTURE - OVERVIEW
http://seogadget.com/solving-site-architecture-issues/
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LINK ARCHITECTURE - SILOING
http://seogadget.com/solving-site-architecture-issues/
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LINK ARCHITECTURE – CROSS LINKING
http://seogadget.com/solving-site-architecture-issues/
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SMART IDEAS
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IN THIS SECTION:
1. FREE STUFF!2. COOL TOOLS3. LESS IS MORE
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HOW ABOUT SOME FREE STUFF?
http://info.deepcrawl.co.uk/ecodi
CODE IS ECODI (CASE SENSITIVE)
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CHECK YOUR SITE FOR DUPLICATE CONTENT
http://www.copyscape.com/compare.php
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GET ON GOOGLE + ... NOW
https://plus.google.com/+eBay/posts/2bwSAZVnbkB
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GET ON GOOGLE + ... NOW
TOP REASONS WHY
1. Extension of search results – G+ posts rank!
2. Rankings change depending on if your customers have you in circles, you get automatic ranking boosts
3. Certain links within G+ pass PageRank
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LESS IS MORE•Offering too much choice can turn off potential customers•80% of sales come from just 20% of products – applies to many businesses•It is easier to become known for a small number of great – and crucially – memorable products than for offering lots of different ones
Read this: http://www.theguardian.com/small-business-network/2014/mar/13/avoid-giving-customers-decision-overload
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THINGS I WISH I COULD COVER TODAY
•Live chat
•If you’re not mobile friendly, you might as well quit now
•Make everything work, then make everything fast
•“Good for SEO” review services (BazaarVoice, Reevoo)
•Links, product promotion cycle and creative campaigns
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QUESTIONS?
DAVIDSOTTIMA
NO@dsottim
ano