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#MozCon The State of Ecommerce SEO. 2 First a little history.

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Presentation on theme: "#MozCon The State of Ecommerce SEO. 2 First a little history."— Presentation transcript:

1 #MozCon 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

16

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

34

35 PART 2 CONTENT STRATEGY

36 KEYWORDS GET YOU HALFWAY

37

38

39

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

47

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: Responsive:

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: Fix:

60 TECHNICAL SEO IS MORE IMPORTANT, NOT LESS

61

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 SEO site speed

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

74

75

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

78

79 PART 5 LIGHTNING ROUND! Top technical gotchas

80 PART 5 LIGHTNING ROUND! 1: Inconsistent Signals

81 ?page=double-l-chinos-natural-fit- hidden-comfort-plain-front Canonical tags not part of the internal link profile

82 ?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 parts/brembo/brake-calipers-and-kits

94 parts/brembo/brake-calipers-and- kits?N=

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

102

103

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

109

110

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

114 PART 7 Social for Ecommerce

115

116

117 TIP #5 Social for Ecommerce

118

119

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

123

124

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

132

133 Thank you!


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