seo ecommerce pitfalls - brightonseo sept2016
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www.bronco.co.uk
I founded Bronco in 2003 I’m a Technical On-Page SEO
I started in this industry working in the Inkjet Cartridge ecommerce sector since then;
I have worked in the Fashion, Holiday, Gifts, Cars, Bathrooms, Kitchen and pretty much everything else you can sell on the internet
@bronco #BrightonSEO
Dave Naylor
www.bronco.co.uk
So many pitfalls what to cover
Platform - Https – Keyword research – Product description – Urls – Canonicals Page speed – User generated content – Affiliates – Product variations – Reviews systems - Product feeds – Schema – Images – Ajax – Mobile
Panda – Penguin - Hummingbird #BrightonSEO
@bronco #BrightonSEO
www.bronco.co.uk
Ecommerce SEO Pitfalls
The problem was mystarting point
#BrightonSEO
@bronco #BrightonSEO
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Ecommerce SEO Pitfalls
So I did what I normally do these days…
@bronco #BrightonSEO
www.bronco.co.uk
Ecommerce SEO pitfalls
@bronco #BrightonSEO
I pulled on my Under Armour and went and cleared my head….But I could not get passed the fact that Brands got a massive pass in ecommerce So......
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Big brands seem to be able to get away with lots of bad practices since Rankbrain and they are ranking for their products against best practices … but that’s changing slowly
@bronco #BrightonSEOMr.Big.com Business
www.bronco.co.uk
#BrightonSEO
@bronco #BrightonSEOI love Under Armour
www.bronco.co.uk
@bronco #BrightonSEOI love Under Armour
I have :UA Compression topsUA ShortsUA T-shirts
www.bronco.co.uk
Men's Under Armour® Transform Yourself Superman Compression Shirt
@bronco #BrightonSEOI love Under Armour
www.bronco.co.uk
@bronco #BrightonSEOUnder Armour
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@bronco #BrightonSEOThat’s not right
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www.bronco.co.uk#BrightonSEO
http://www.underarmour.co.uk/en-gb/compression/
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@bronco #BrightonSEO
Why was this page ranking :http://www.underamour.co.uk/en-gb/mens/tops/short-sleeve-shirts/
Over http://www.underarmour.co.uk/en-gb/compression/
Both pages had NO content and Javascript was only allowing 12 products indexed per page?
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Google’s cache only shows 12 products, 9 dupes and the issue gets worse the rel-prev and next are setup wrong.
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@bronco #BrightonSEO
Why was this page ranking :http://www.underarmour.co.uk/en-gb/mens/tops/short-sleeve-shirts/
http://www.underarmour.co.uk/en-gb/mens/tops/short-sleeve-shirts/compression
<link rel="canonical" href="http://www.underarmour.co.uk/en-gb/mens/tops/short-sleeve-shirts/" />
www.bronco.co.uk
http://www.underarmour.co.uk/en-gb/mens-under-armour-transform-yourself-superman-compression-shirt/1273689.html
@bronco #BrightonSEO
Cough Cough Under Armour I’m a Large ;)
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Can you imagine if you didn’t have a brand like Under Armour?
#BrightonSEO
@bronco #BrightonSEOOk….
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One representative URL for category page
One representative URL for individual product page
https://webmasters.googleblog.com/2014/02/faceted-navigation-best-and-5-of-worst.html
#BrightonSEO
@bronco #BrightonSEOGoogle Guidelines
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@bronco #BrightonSEOProduct Urls
My rule of thumb is if your products will live in more than one category :www.mystore.co.uk/productelsewww.mystore.co.uk/category/product
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Facet Search Pages:www.mystore.co.uk/category?facets www.mystore.co.uk/category#facetsCanonical tags - /categoryelsewww.mystore.co.uk/category/facetCanonical tags - /category/facet
@bronco #BrightonSEOCategory Urls
www.bronco.co.uk
GENDER – MENS, WOMENS, BOY, GIRL BRAND – UA, SKINS, NIKEPRODUCT TYPE – SHORTS, T-SHIRTS, ETCFIT – LOOSE, SLIM, FITTED, COMPRESSIONCOLOUR – BLACK, BLUE, REDSIZE – XL, L, M – 9, 10, 11 PRICE - £1-10, £10-50, £50-100
@bronco #BrightonSEOHuman vs Bots
www.bronco.co.uk
@bronco #BrightonSEO
GENDERBRAND PRODUCT TYPEFITCOLOURSIZEPRICE
HuBot
www.bronco.co.uk
@bronco #BrightonSEOhttps://ubersuggest.io/
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@bronco #BrightonSEOhttp://www.xmind.net/
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Don’t be Stupid@bronco #BrightonSEO
For every url that is indexed by Google you will need :
Contentnot just Products, unless you are
A Big Brand
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Making it work@bronco #BrightonSEO
Facets are a powerful tool so use them wisely
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Making it work@bronco #BrightonSEO
www.bronco.co.uk
Making it work
They only have 10,000Products
@bronco #BrightonSEO
www.bronco.co.uk
Making it work
They nly have 10,000Products
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Should I go HTTPS?@bronco #BrightonSEO
https://webmasters.googleblog.com/2014/08/https-as-ranking-signal.html
If it was as easy as Gary makes out why do we see posts like36 - POINT CHECKLIST FOR A SUCCESSFUL HTTP TO HTTPS MIGRATIONhttp://www.aleydasolis.com/en/search-engine-optimization/http-https-migration-checklist-google-docs/
Treat http to https like a rebrand
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Rel-Canonicals@bronco #BrightonSEO
www.bronco.co.uk
Rel-Canonicals@bronco #BrightonSEO
www.bronco.co.uk
Rel-Canonicals@bronco #BrightonSEO
www.bronco.co.uk
Hreflang@bronco #BrightonSEO
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Hreflang@bronco #BrightonSEO
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Too Clever?@bronco #BrightonSEO
www.bronco.co.uk
Too Clever?@bronco #BrightonSEO
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Take Aways@bronco #BrightonSEO
Get a good technical SEO to look at your site!
Failing that…check and check again as a HuBot.Faceted Search & Canonicals the biggest error made.
