how to rank products pages for seo - mozcon seattle 2011
TRANSCRIPT
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Adam Audette July 29, 2011
MozCon Seattle
Adam Audette July 29, 2011
MozCon Seattle
How To Rank Item-level URLs
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SEO is simple.
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Different CMS platforms, softwareDifferent CMS platforms, softwareDifferent stakeholdersDifferent stakeholders
Different business decisionsDifferent business decisions
Too many possibilities, where to start?Too many possibilities, where to start?
Different situationsDifferent situations
SEO is simple.
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SEO becomes complex.
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9
SEO is a long, hard road
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10Meanwhile, we’re doing stuff
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Compromise is at every step.
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So many stakeholders.
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Execution is everything.
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Here’s another thing:
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SEO is situational.
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Best practices only get you so far.
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You need competitive advantages.
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19
Risk
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20
Innovation
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SEO is easy to say, and hard to do.
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How To Rank Item-Level URLs
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The Home Page
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“Reasonable Surfer” Patent
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Nav links ≠ contextual links ≠ footer links
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Limit global navs
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Create canonical crawl paths
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Clean, canonical links
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Exact match anchors: very important internally
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HTML 5 structure elements
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Categories
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Categories are the secret.
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Products link to their category parent
and to other closely related categories
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Products don’t link to unrelated categories
Categories link via navigations
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Rank categories for your head terms.
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Focus external links on categories.
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Age & velocity of external links.
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Minimize cross-category links (in content)
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Mostly: preserve category URLs
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Everything stores in the URL
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Items
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Products link to their category parent
and to other closely related products
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Related links are massively powerful.
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Hardly anyone’s doing it for SEO!
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It’s quite hard to do.
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Less is more: 5-10 related products.
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Quality > quantity
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Shortest URL possible
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Not a fan of hierarchy in URLs
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Shallow click path
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How we’re doing it at Zappos
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1. Focus on categories
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(with business interest)
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2. Link contextually internally to categories
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(lean on categories to pass equity)
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3. Band-aid the faceted navigation
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4. Enter: Product Showdown
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(also: twitter.zappos.com for cats)
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Successfully bridged categories to product-level URLs
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5. Battling for URL preservation
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(but products constantly change)
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Testing how to expire products
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Testing Dead Products
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Video is a big focus
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SEO Results from Video
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SearchMetrics study on video
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How likely is content to rank?
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http://searchengineland.com/what-wins-in-google-universal-search-blogs-
images-google-87361
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SERP Presentation & CTR
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SERP presentation and SEO
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Better ranking ≠ more traffic
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Methods for Employing Usage Stats
http://www.seobythesea.com/2011/07/how-google-might-rank-
pages-based-upon-usage-information/
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How To Maximize Product Visibility in Organic Search (SEW)
http://plotin.us/oMbt8b
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Thank you!Thank you!
Adam Audette twitter.com/audette
www.audettemedia.com
Thank you!Thank you!
Adam Audette twitter.com/audette
www.audettemedia.com
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