seo for ecommerce - an overview
DESCRIPTION
SEO for ecommerce is all about technical efficiency, clean, crawlable sites and a great UX. These slides were presented at Fresh Business Thinking Live - June 11th 2014.TRANSCRIPT
common pitfalls
SEO
Organic digital marketing
GGlobal Campaigns
GCreativity & Connection
GDelight & Inform
Recent Credits
Awards Credits
2. Best Use of Search - Wirehive
3. Fast Growth -Wirehive
2. Econsultancy: SEO Best Practise Guide
3. Co-Authored: Hit Me!
Best Use of Search – Retail*
Econsultancy Buyers Guide
*UK Search Awards 2013
Attention to detail
Almost doubled within one week period
Common Pitfall
Don’t plan the site around the
product
Start with “how” and “why” research
x
Advanced Keyword Research
GSite Search Logs
GGoogle Keyword
Planner GMarket
Research
Query Types
INFORMATIONALTRANSACTIONALNAVIGATIONALCONNECTIVITY
INFORMATIONAL
TRANSACTIONAL
NAVIGATIONAL
research informs information architecture, on-page SEO and content strategy...
Common Pitfall
Messy Site Architecture
Route Users, Crawlers and
Equity
x
Pick A Favourite
301
Redirects humans &
agentsG
Rel=canonicalPreferred above
others
funnels equityRetains any required functionality/security
• Natural journey in file structure
• Succinct real words in URLs/files
• Home > Category > Sub-category > Product
Filters for options, sizes, styles… not sub-pages
HOME
FRAGRANCES
P1 P2 P3 P1 P2 P3 P3P2P1
SOFT FURNISHINGS
CANDLES
www.examplesite.com/candles/ginger-fig
Common Pitfall
Crawl Budget -Waste
Clean, Efficient, Error Free
x
Query URLsCurrencySort order
PaginationCategory landingSearch results
Search resultsMost cases (not all)
Parameter Handling
Let Googlebot decide?
Advanced feature – be very sure…
Keep It Clean
GFix All 404 GRe-Point 301 to link cleanly
GCheck all return 200
Screaming Frog SEO Spider (Crawling Tool)
Common Pitfall
No strategy for maintenance or
out of stock
Header status codes
x
503 Maintenance
Out of Stock
• Stick a sign on it
• Pre-order/reserve
• DON’T 404!
Discontinued
• 301 to Direct Equivalent
• 301 to Optimised Custom Landing page
• Consider 410 to reduce index wastage
Common Pitfall
International Strategy – Not
One Size Fits All
Business Resource Comes
First
x
Best Practise
GSub-domain GDomain GTop Level Domain
www.example.com
ccTLD
• Natural language translations and resource
• Content, mark-up, meta, URLs
Sub-domain
• Natural language translations and resource
• Content, mark-up, meta, URLs
• Leave folder for language
Hreflang=“X”
Link element - headerHTTP headerSitemaps
confers equityRight page, in right index increases conversion
Common Pitfall
Making do for mobile
Optimise mobile experience
x
17.4% global web traffic is mobile...
Data source: Statcounter
Responsive
Optimised App
“Mobile” site
Whatever resource constraint there are choices...
Common Pitfall
Thin/duplicate content
Clever use of tags + content
x
82%Average
visibility drop from the TOP 100 losers when Panda rolled out to the UK
Data: SearchMetrics
• Never duplicate your entire
database in a feed
• Never duplicate your entire
database in a feed
• Never Give that feed to affiliates
hold backKeep optimised attributes, detailed descriptions, consider UGC...
Thank youfor listening
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