faceted navigation for ecommerce seo - seomonitor webinar december 2015
TRANSCRIPT
ALEC BERTRAM@KIWIALEC
70% of UK ecommerce sites have a variation
of this problem
Who is motolegends
Triumph
Purchase decision cycleAwareness
Interest
Consideration
@KiwiAlec
Awareness
Purchase decision cycle
Head terms“Motorcycle clothing”
9,900/mo
@KiwiAlec
Interest
Purchase decision cycle
Mid-tail“Belstaff Jackets”
1,900/mo
@KiwiAlec
Consideration
Purchase decision cycle
Long tail“Belstaff Trialmaster Jackets”
320/mo
@KiwiAlec
PROBLEM
Purchase funnel rankings
Mostly page 1
@KiwiAlec
Awareness
Interest
Consideration
Purchase funnel rankings
@KiwiAlec
Awareness
Interest
Consideration
Mostly page 1
Mostly page 1
Purchase funnel rankings
@KiwiAlec
Awareness
Interest
Consideration
Mostly page 1
Mostly page 1
Nowhere
Belstaff
WHY?
Site structure
Jackets Helmets Boots Gloves
Home
@KiwiAlec
@KiwiAlec
“Belstaff”
@KiwiAlec
“Motorcycle Jackets”
No ‘Belstaff Jackets’ page
“
@KiwiAlec
“Belstaff Jackets”
@KiwiAlec
“Belstaff Jackets”
@KiwiAlec
“Belstaff Leather Jackets”
Relevancy outranks authority
Relevancy outranks authority * In this case
FIXES
`
Blog articles
@KiwiAlec
@KiwiAlec
Better category pages
Move from this…
Jackets Helmets Boots Gloves
Home
@KiwiAlec
To this…
Jackets
Home
Helmets Boots Gloves
Belstaff Jackets Leather Jackets Mens Jackets
Leather Belstaff Jackets Mens Belstaff Jackets
Mens Leather Belstaff Jackets
Mens Leather Jackets
@KiwiAlec
BUSINESS CASE
`
All possible keywordsx
Search volumex
Current rank & CTRx
Conversion rate & AOV
Build a business case
@KiwiAlec
`
Build a business case
@KiwiAlec
Potential £88k incremental revenue
SEO MONITOR
WHERE ARE WE?
Potential problems
Jackets
Home
Helmets Boots Gloves
Belstaff Jackets Leather Jackets Mens Jackets
Leather Belstaff Jackets Mens Belstaff Jackets
Mens Leather Belstaff Jackets
Mens Leather Jackets
@KiwiAlec
• PageRank dilution
• Content duplication
• Index bloating & crawl waste
Unique content on each page
@KiwiAlec
At least unique:• Titles & meta• Page headings
Unique content on each page
@KiwiAlec
Belstaff Jackets
At least unique:• Titles & meta• Page headings
Limit crawling and indexing
@KiwiAlec
Jackets
Belstaff Jackets
Leather Belstaff JacketsAero or Belstaff Jackets
Textile or Leather Belstaff Jackets
Nofollow
NofollowNoindex
Noindex
Aero Jackets
@KiwiAlec
Limit crawling and indexing
@KiwiAlec
Limit crawling and indexing
@KiwiAlec
Limit crawling and indexingBelstaff Jackets
@KiwiAlec
Limit crawling and indexingBelstaff Jackets
@KiwiAlec
Limit crawling and indexingMens Belstaff Jackets
@KiwiAlec
Limit crawling and indexingMens Leather Belstaff Jackets
Functional specification1. Unique content on every filtered page
2. Limit crawling & indexing• Within filter groups (one selected
value per attribute)• Max selected groups (3-4 – depending
on your research)
@KiwiAlec
SUMMARY
Find the problems your customers are trying to
solve
Make sure you have indexable pages to solve
those problems
Don’t try to solve problems which don’t
exist
ALLOTMENT.DIGITAL
ALEC BERTRAM@KIWIALEC
Maplin should also have indexable pages and filters for:
Model (Radeon/ GeForce)
Memory Capacity (2GB)
Memory Type (GDDR5)
Connector (PCI-E)
Frequency (5000MHz)
Output (DVI/HDMI)