technical, content and local seo - ionsearch
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eCommerce SEOTechnical, Content & Local SEODaniel Bianchini
Daniel Bianchini
Search Manager at SEOptimise
@danielbianchini
Google + - http://goo.gl/MwI0K
http://uk.linkedin.com/in/danielbianchini
www.OxonDigital.co.uk
eCommerce Experience
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Technical
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Layered Navigation
Good for user navigation on large websites
Potential duplicate content issues
Solutions:
Create static pages where possible.
– www.example.com/mens/watches/hulbot instead of ww.example/com/mens/watches/?manufacturer=3039
– “NoIndex, follow” filtered pages such as Price/Colour/Size
– Ensure that display URL’s aren’t being indexed (asc /desc, ?display=50 etc)
– Do not embed navigation links in JavaScript
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Pagination
Majority of eCommerce sites have large pagination issues.
Pagination with View All:
– Leave it for Google to determine
– Rel=Canonical to “View All” URL
– Rel=Next & Rel=Prev
Pagination without View All:
Rel=Next & Rel=Prev
Tip: Unless you have 100s of pages, create a “View All” page and rel=Canonical all pages to it.
More on Pagination and SEO from Google’s Maile Ohye - http://goo.gl/FaarQ 5
Duplicate Content
Duplicate content is found across all types of sites, even more so in eCommerce. Preventing this from happening would be best, but isn’t always possible.
Solutions:
– Rel=canonical
Product with multiple URLs
– “noindex,follow” meta robots tag
Filter pages
– Robots.txt blocking
Print pages
– Add filter parameters to GWTYou Should Follow Me on Twitter - @danielbianchini6
Google Shopping
Add as much detail as possible
– Title, Price, Unique ID, Channel
Check feed quality within Google Merchant
Tracking
– Create filter (http://goo.gl/UkdA4)
– Use campaign tracking
Get product reviews
– Ciao, ReviewCentre, Kelkoo, PriceGrabber
– Try to encourage reviews
Email, Social Media, Thank you page
Keep shopping feed updated.
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Content
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Product Descriptions
Don’t use manufacturer descriptions for your product pages
– Re-write all product descriptions
– Start with products with highest margin & conversion
– Think about what users search for when writing the content
Long tail keywords
Abbreviations
Tip: If you have an affiliate programme, do not provide them with your unique content. Give them the manufacturers descriptions, to ensure your unique content isn’t duplicated.
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Rich Media on Product PagesVideo is one of the fastest growing content types on the internet
Videos make good content
Videos give shoppers more product information with a personal touch
– Use of voice over & subtitles
Video builds customer relationships
– Willitblend.com have a huge YouTube following
Videos are easy to share in social media
Zappos reportedly enjoyed a 6% increase in conversion for products with videos.
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Rich Snippets (Microdata, Microformats & RDFa)
Take the Lead or Fall Behind!
Mark-up your product pages using Microdata, Microformats & RDFa
– Schema.org
– Glenn Jones – http://goo.gl/ZqH1s
Choose the correct format for your website.
Reported CTR Increase of 30%
Don’t abuse the rich snippets
– Google will ban you!
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Creating Content
Homepage
Product Listings
Buyers Guides
Blog
– Product Reviews
– Industry Events
– Product Launches
– Celebrity Endorsement
Product/Destination/Service Landing Pages
– Tips, Tricks, Videos, Reviews, Attractions, Things to do, Transport, History
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Brand Pages
Not just a product listing grouping all brand products together.
Create targeted pages
– Branded Content
– Pull in related blog posts
– Add brand twitter feed
– Add brand YouTube channel
– Provide relevant branded products
– Link through to key brand relevant product pages
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Local SEO
15
1 in 4 Search Queries have Local Intent.
Source: Google
Local Profiles at the Very Least
Set up local profiles (Claim or Verify)
Complete in Full
– Use correct address & local number
– Use correct categories & keywords
Include videos and photos
Keep your profiles updated
Encourage & collect customer reviews
– Segment users via email for review
Tip: Use tools such as GetListed.org & Whitespark to improve your profiles.
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Google Venice
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Find a Store – Location Pages
Single static pages for each Location,
Use local number
Store specific offers
Store Information
– Closures
– Facilities
Location based keywords
Opticians in Oxford
Oxford Eye Test
Location based link building
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Round Up
If you use layered navigation, try to create static pages where possible and to “noindex, follow” filter pages such as price/colour/size.
Use pagination best practices to reduce the duplicate content issues
Write unique product descriptions, whilst providing manufacturer product descriptions to Affiliates.
Add content across the website including homepage & product listings
1 in 4 searches have local intent
Create and verify local profiles
Encourage reviews across multiple platforms
Create static pages for each store location
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Thank You
@danielbianchini
Google + - http://goo.gl/MwI0K
http://uk.linkedin.com/in/danielbianchini
www.SEOptimise.com
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