1. #MozCon by @audette The State of Ecommerce SEO

2. 2 First a little history

3. 3 The first SEO

4. 4 SEO: optimizing for search engines and cashin’ checks

5. 5 The first SEO

6. SEO holdover mindset RANK #1! BUILD LINKS!

7. Totally KEYWORDS ALL DAY!

8. Fully OBSESS ON ALGOS!

9. 9 SEO is full of crap CRAP

10. 10 It worked. It was profitable.

11. BRANDS FOUND SEO

12. 12 The Internet hates SEO

13. 13 The Internet hates CRAP SEO

14. Which site should I torch next…

15. I will kill your business model

17. 17 SUSTAINABILITY

18. THEN: CHASE ALGOS

19. NOW: CHASE PEOPLE

20. THEN: KEYWORDS W/ MOST TRAFFIC

21. NOW: KEYWORDS w/ MOST RELEVANCE

22. THEN: OBSESS ON LINKS

23. NOW: CREATING EXPERIENCES WORTH SHARING

24. NOW: OBSESS ON CREATING EXPERIENCES WORTH SHARING

25. THEN: MORE LINKS MORE PAGES MORE EVERYTHING

26. NOW: LESS IS MORE

27. THEN: FOCUS ON RANKINGS

28. NOW: FOCUS ON BOTTOM LINE METRICS

29. (for example) NON-BRAND REVENUE CONVERSION RATE NEW CUSTOMERS

30. (and) STAND BEHIND YOUR WORK

31. This change wi ll create $164,160 in new monthly revenue. 31

32. Is pleased 32

33. RECS NOT IMPLEMENTED ARE WORTHLESS

35. PART 2 CONTENT STRATEGY

36. KEYWORDS GET YOU HALFWAY

40. TIP #1 KNOW CONTENT STRATEGY

41. PART 2 SEO CONTENT STRATEGY SEARCH RANK & DISPLAY PAGE CONTENT (AUDIENCE NEED) CONVERSION

42. 42

43. PART 3 STAY TECHNICAL TECHNICAL SEO IS MORE IMPORTANT, NOT LESS

44. Impact vs. reliability

45. Technical SEO is Dependable 45 Off-page Content On-page High Impact, Lower Dependability High Dependability, Lower Impact

46. PART 3 MOBILE 25% OF ORGANIC

48. MOBILE TRENDS 1. Tablets used more than smartphones to visit ecommerce sites.

49. MOBILE TRENDS

50. 2. Tablet users look at more pages.

51. TIP #3 MOBILE TRENDS

52. MOBILE TRENDS

53. Adobe: http://plotin.us/12QMH7d Responsive: http://plotin.us/18GrTn2

54. MOBILE TRENDS The Vary header fix

55. MOBILE TRENDS

56. This breaks Akamai caching

57. MOBILE TRENDS 1. Configure Akamai to ignore Vary: User-Agent

58. MOBILE TRENDS 2. Configure Akamai to cache with “is mobile” flag

59. Vary: User-Agent Solution Explanation: http://plotin.us/18GtXLE Fix: http://plotin.us/16YgXx9

60. TECHNICAL SEO IS MORE IMPORTANT, NOT LESS

62. 62 Every site has finite crawl resources

63. TIP #2 GET TECHNICAL

64. PART 4 CRAWLING TIPS FOR ECOMM Fix server errors (when large)

65. PART 4 CRAWLING TIPS FOR ECOMM Speed truly rules

66. Read these 66 Web performance optimization http://plotin.us/183sKv2 SEO site speed http://plotin.us/12gKxOy

67. PART 4 CRAWLING TIPS FOR ECOMM Parameter handling is good

68. PART 4 CRAWLING TIPS FOR ECOMM Monitor indexation with XML feeds

69. 69

70. 70

71. PART 4 CRAWLING TIPS FOR ECOMM Use 304 not modified

72. PART 4 CRAWLING TIPS FOR ECOMM Use log files

73. PART 4 LOG FILES

76. Googlebot is spending most of its crawl allotment on two error pages, which could mean these pages return the wrong status code. Googlebot is crawling the same page with 3 separate URLs, which could indicate a canonicalization/duplication problem. This URL has “500” in the URL but is returning a 200 response code. These URLs with ?utm_source and ?creative_desc parameters shouldn’t be indexed.

77. TIP #2 GET TECHNICAL

79. PART 5 LIGHTNING ROUND! Top technical gotchas

80. PART 5 LIGHTNING ROUND! 1: Inconsistent Signals

81. http://www.llbean.com/llb/shop/51909 ?page=double-l-chinos-natural-fit- hidden-comfort-plain-front Canonical tags not part of the internal link profile

82. http://www.llbean.com/llb/shop/32865 ?page=double-l-jeans-natural- fit&catalogId=18 Self-referencing canonical tag points to non-canonical

83. 83 Canonical crawl path HomeCategorySub-catProduct Navigation & internal links, external backlinks, canonical tags, XML files all point to the same definitive URLs.

84. PART 5 LIGHTNING ROUND! 2: Pagination (always)

85. Self-referencing canonical tags pp. 2-N Annotations : Pages 2-N annotated with rel prev, next pages 2-N self-referencing rel canonical

86. No self-referencing canonical with rel prev/next pp. 2-N ~/pg3?src=nav1&se ssID=9 Actual canonical: ~/pg3

87. PART 5 LIGHTNING ROUND! 4: Product Variations

88. 88

89. 89

90. 90

91. 91

92. PART 5 LIGHTNING ROUND! 5: Faceted Navigation

93. http://www.jpcycles.com/motorcycle- parts/brembo/brake-calipers-and-kits

94. http://www.jpcycles.com/motorcycle- parts/brembo/brake-calipers-and- kits?N=36371+28004518

95. PART 5 LIGHTNING ROUND! 6: Product Inventory

96. @rimmkaufman #techseo 96

97. @rimmkaufman #techseo 97

98. 98 Handling Expiring Products  Generate a “product not here” message  Recommend related products

99. 99 Handling Expiring Products  301 to a related product or up a level  OR just 404 the page (it’s OK)

100. PART 6 KEY CHALLENGES

101. PART 6 Hidden SEO Data: iOS6

104. PART 6 Hidden SEO Data: (not provided)

105. TIP #4 PLAs Taking Clickshare

106. PART 6 PLAs Taking Clickshare

107. PART 6 PLAs: 33% of Non-branded PPC

108. PART 6 Image Search for Ecommerce

111. PART 6 Challenges 1. ~13% of all Google organic traffic is hidden. 2. (Not provided) is ~35% 3. PLAs are taking organic CTR 4. Image search traffic loss

112. PART 6 Challenges 1. Know realities, set expectations 2. Craft titles for max CTR 3. Use schema & authorship 4. Estimate lost data

113. PART 6 Challenges Estimating hidden iOS6 traffic http://plotin.us/12ViOjo

114. PART 7 Social for Ecommerce

117. TIP #5 Social for Ecommerce

120. Google+ Followers June: 200 July: 120,000 Sep.: 280,000 Nov.: 300,000

121. Being here is good

122. PART 7 Social for Ecommerce

125. Authorship: great for product reviews and guesting

126. PART 7 Social for Ecommerce Google’s weighting of results can negate benefits

127. PART 7 Social for Ecommerce Content ownership can be complicated

128. 3 Takeaways

129. Understand your target audience

130. 3 Takeaways Stay in front of technical problems

131. 3 Takeaways Understand data trends

133. Thank you!