brightonseo - how to use xpath with ecommerce websites

Janet PlumptonMISSGUIDED

How to use XPath with e-commerce Websites @PlumJans

make the

most from

website

code for

e-commerceSEO

#brightonSEO@PlumJans https://www.slideshare.net/JanetPlumpton

#brightonSEO@PlumJans

XPath = XML

Path Language

the easy way to pluck data

contained in HTML pages

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what does it look like?

//@href

//H2

//span[@itemprop=’ratingValue’]

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a few

standard uses for XPath

extraction

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extracting schema code

58 reviews

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scraping product SKUs

Product number: A2502222

Product number: DE911161

Product number: R9335328

Product number: A2502826

Product number: DD910086

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exporting specific page copy

CATEGORY

COPY

PRODUCT

COPY

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backlink auditing

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monitoring social activity

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scraping dates from blog posts

BLOG POST VISITS YEAR

http://www.missguided.co.uk/blog/fashion/blog-six 267 2017http://www.missguided.co.uk/blog/fashion/blog-two 146 2012http://www.missguided.co.uk/blog/fashion/blog-four 682 2015http://www.missguided.co.uk/blog/fashion/blog-three 214 2015http://www.missguided.co.uk/blog/fashion/blog-five 16 2016http://www.missguided.co.uk/blog/fashion/blog-one 86 2011

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the very

useful

tool kit

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SEO TOOLS

FOR EXCEL

the very

useful

tool kit

#brightonSEO@PlumJans

SEO TOOLS

FOR EXCEL

SCREAMING

FROGthe very

useful

tool kit

#brightonSEO@PlumJans

SEO TOOLS

FOR EXCEL

SCREAMING

FROG

INSPECT

ELEMENTthe very

useful

tool kit

#brightonSEO@PlumJans

SEO TOOLS

FOR EXCEL

SCREAMING

FROG

SCRAPER

EXTENSION

INSPECT

ELEMENTthe very

useful

tool kit

#brightonSEO@PlumJans

SEO TOOLS

FOR EXCEL

SCREAMING

FROG

SCRAPER

EXTENSION

INSPECT

ELEMENT

GOOGLE

SHEETS

the very

useful

tool kit

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If you are new

to XPath…

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…simply open a Google Sheet

Data XPath

Page

Title=ImportXML("URL","//title[1]")

Meta

Description=ImportXML("URL","//meta[@name='description']/@content")

H1

Heading=ImportXML("URL"; "//*[@name='h1'] ")

@PlumJans

4 scraping tips for

e-commerce websites

time is money

#brightonSEO

#brightonSEO@PlumJans

#1

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It can be a shock

to discover valuable traffic

going to empty categories

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products

per

category

mark-up

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//span[@class='js-cascade-label-max']

GOOGLE SHEETS

=IMPORTXML("URL", "//span[@class='js-cascade-label-max']")

SEO TOOLS FOR EXCEL

=XPathOnURL("URL", "//span[@class='js-cascade-label-max']")

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couple this data up

with traffic per URL

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0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

A B C D E F G H I J K

Traffic and Styles per Category

Organic Traffic Styles

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#2

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number of products in a site

search URL

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recreate search URLs in Excel

Search Terms Site Search URL String + Search Terms

red bodysuit domain.co.uk/search?q= red+bodysuit

white blazer dress domain.co.uk/search?q= white+blazer+dress

khaki bomber jackets domain.co.uk/search?q= khaki+bomber+jackets

export site searches from GA

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are you presenting fewer

products on landing pages?

yes or no?

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#3

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which on page elements

perform better?

compare metrics

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do product pages convert

better with videos?

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//*[@id="product-media"]/a[1]/text()

Address Videos

/premium-white-plunge-neck-zip-through-bodycon-dress play video

/silky-plunge-wrap-shift-dress-red play video

/black-floral-print-strappy-midi-dress play video

/peace-love-white-lace-high-neck-midi-dress play video

/sequin-snake-high-neck-bodycon-dress-animal play video

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pick and choose

what you want to scrape

apply your metrics

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#4

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out of stock products

are they getting lots of traffic?

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http://schema.org/OutOfStock

what code sets your

OOS pages apart?

“Product out of Stock”

find it

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apply average conversion rate(faint)

products coming back?

yes or no?

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and that’s it

make your day to day

tasks easier

by understanding your

website code

@PlumJans #brightonSEOhttps://www.slideshare.net/JanetPlumpton