technical, content and local seo - ionsearch

eCommerce SEOTechnical, Content & Local SEODaniel Bianchini

Daniel Bianchini

Search Manager at SEOptimise

daniel@seoptimise.com

@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

daniel@seoptimise.com

@danielbianchini

Google + - http://goo.gl/MwI0K

http://uk.linkedin.com/in/danielbianchini

www.SEOptimise.com

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