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  • POLEMIC

    D I G I T A L@badams

    Maximising Ecommerce SEOwith Advanced

    Tips & Tricks

    21 November 2015

    #SMConnect

  • POLEMIC

    D I G I T A L@badams

    Barry Adams

  • POLEMIC

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    Agenda

    1. Technical SEO Crawl Optimisation

    Faceted Navigation

    2. Content & Relevance Site & page architecture

    Structured Data

    3. Links & Authority Link targeting

    Tactics

    4. International SEOT

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    log

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    The Three Pillars of SEO

  • POLEMIC

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    1. Technical SEO

  • POLEMIC

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    Crawl Optimisation

    Minimising wasted crawl budget

    Crawl Budget = the maximum amount of time a search engine spider will spend crawling your website before it gives up.

  • POLEMIC

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    Crawl Control vs Index Control

    Crawl Control;

    Maximising crawl budget

    Main tools:- robots.txt Disallow

    -

    Index control;

    Ensuring the right pages are in Googles index

    Main tools:-

    -

    - robots.txt Noindex

  • POLEMIC

    D I G I T A L@badams

    Crawl Sources

    Site Crawl

    XML Sitemaps

    Inbound Links

    DNS Records

    Domain Registrations

    Browsing Data

  • POLEMIC

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    Identifying Crawl Waste

    DeepCrawl report

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    Crawl your XML Sitemap

    Use Screaming Frog to crawl your sitemap

  • POLEMIC

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    Optimise your XML sitemap

    Ensure your sitemap contains final URLs only

    Minimise non-200 status codes

  • POLEMIC

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    Use Multiple Sitemaps

    Google says max 50.000 URLs

    Nick Eubanks case study shows 35.000 is optimal

    Source: http://seoauv.com/increase-traffic/

    http://seoauv.com/increase-traffic/

  • POLEMIC

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    Mismatched Canonicals

    All URLs in XML sitemap should be final canonical URLs only

  • POLEMIC

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    Use Canonicals wisely

    rel=canonical is primarily for index issues

    It is not a fix for crawl waste

    Search engines need to see the canonical tag before they can act on it

    Ergo, pages need to be crawled before rel=canonical has any effect

    Ditto with meta noindex tags

  • POLEMIC

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    Minimise Internal Redirects

    Find redirects with Screaming Frog or DeepCrawl

    Internal links should all be 200 OK

    Flat site structure

  • POLEMIC

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    Pagination

    Potential for massive crawl waste

    Especially when combined with sorting

  • POLEMIC

    D I G I T A L@badams

    Optimise Paginated Lists

    Show more products per page

    Use pagination meta tags;

    Googlebot will deprioritise deeper paginated pages

    Block sorting parameters in robots.txt;User-agent: Googlebot

    Disallow: /*?order=*

    Noindex: /*?order=*

  • POLEMIC

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    GSC Robots.txt Tester

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    Alternative: X-Robots-Tag

    Special HTTP status code intended for crawlers

    Implemented in Apache .htaccess file:

    Header set X-Robots-Tag "noindex, nofollow"

    More info: https://developers.google.com/webmasters/control-crawl-index/docs/robots_meta_tag

    https://developers.google.com/webmasters/control-crawl-index/docs/robots_meta_tag

  • POLEMIC

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    Faceted Navigation

    Risk of crawl waste & index inflation

  • POLEMIC

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    Dealing with Faceted Navigation

    1. Block facet URL parameters in robots.txt

    User-agent: Googlebot

    Disallow: /*attribute=*

    Noindex: /*attribute=*

    2. Tag facet links with rel=nofollow

  • POLEMIC

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    JavaScript & Faceted Navigation

    Hiding facets in JavaScript does not work

    Google will execute JS and can follow embedded links

    Dont block JavaScript & CSS in robots.txt!

    JavaScript can add load time

    Fast load speed is crucial

  • POLEMIC

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    Pre-rendering JavaScript / AJAX

    Source: http://www.slideshare.net/phaithful/seo-and-js-new-challenges

    http://www.slideshare.net/phaithful/seo-and-js-new-challenges

  • POLEMIC

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    JSCrawlability.com

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    Optimise Load Speed

    Crawl budget = time

    Fast website = more pages crawled in same amount of time

  • POLEMIC

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    WebPageTest.org

    Time to First Byte

    Lightweight pages

    Caching

    Compression

  • POLEMIC

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    2. Content & Relevance

  • POLEMIC

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    Content Structure

    Title Tag

    Meta Description

    headline

    Body content(with - subheaders)

    Image alt attribute

    Calls to action

    Links to other pages on the site

    Source: http://bada.ms/perfectonpageseo

    http://bada.ms/perfectonpageseo

  • POLEMIC

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    Product Snapshot

    Customer Reviews

    In-depth Description

  • POLEMIC

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    Unique, well-written content

    Never use standard manufacturer product descriptions

  • POLEMIC

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    Image Optimisation

    Filename;photo001.jpg

    brown-mens-shoes.jpg

    Alt attribute;

    Caption text;

    Barkers Irish Brogue Mens Shoe

  • POLEMIC

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    Hierarchical Site Architecture

    Homepage

    Category 1 Category 2

    Subcategory 2.1

    Subcategory 2.3

    Subcategory 2.2

    Product 2.2 A

    Product 2.2 B

    Product 2.2 C

    Category 3

  • POLEMIC

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    Information Architecture

  • POLEMIC

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    Hierarchical URLs

    Homepage

    Category 1 Category 2

    Subcategory 2.1

    Subcategory 2.3

    Subcategory 2.2

    Product 2.2 A

    Product 2.2 B

    Product 2.2 C

    Category 3

    http://domain.it/

    http://domain.it/category/

    http://domain.it/category/subcategory/

    http://domain.it/category/subcategory/productA.html

    http://domain.it/category/subcategory/productB.html

    http://domain.it/category/subcategory/productC.html

  • POLEMIC

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    Make URLs Human-Readable

    Apache .htaccess URL rewrites;

    RewriteEngine on

    RewriteRule /(.*)/(.*)/$ page.php?category=$1&product=$2

    [NC,L]

    This rewrites parameter URLs:

    http://www.domain.it/page.php?category=safety-

    boots&brand=caterpillar

    To human-readable URLs:

    http://www.domain.it/safety-boots/caterpillar/

  • POLEMIC

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    Products in more than 1 category

    Duplicate content issue:

    http://domain.it/safety-boots/caterpillar/cat-holton.html

    http://domain.it/casual-boots/caterpillar/cat-holton.html

    Revert to root URLs for all products:

    http://domain.it/caterpillar-holton-boots.html

  • POLEMIC

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    Structured Data

    Schema.org Product markup

  • POLEMIC

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    JSON-LD Markup

    In the section

    Separate from body code

    Easier to implement

  • POLEMIC

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    Google Tag Manager JSON-LD

    Use GTM data layer macros to inject JSON-LD schema.org code in your product pages

    Source: http://www.swellpath.com/2015/03/7-steps-to-pushing-json-structured-data-using-google-tag-manager/

    http://www.swellpath.com/2015/03/7-steps-to-pushing-json-structured-data-using-google-tag-manager/

  • POLEMIC

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    Structured Data Testing Tool

    https://developers.google.com/structured-data/testing-tool/

    https://developers.google.com/structured-data/testing-tool/

  • POLEMIC

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    Expired Product Pages

    Googles advice: serve 404 Not Found

    Downside: loss of link value

    Source: https://www.youtube.com/watch?v=9tz7Eexwp_A

    https://www.youtube.com/watch?v=9tz7Eexwp_A

  • POLEMIC

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    My Advice

    Keep the page up

  • POLEMIC

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    High-churn Ecommerce

    Products with a limited lifespan, potentially thousands of new pages every week

    Online auctions / for sale classified sites / etc

    301-redirect old URL to most relevant new URL

    Minimum 180 days

    Serve 410 (or 404) on old URL after 180 days

  • POLEMIC

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    3. Links & Authority

  • POLEMIC

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    Homepage Links vs Deep Links

    Homepage earns the most links Category pages rarely get links Product pages sometimes get links

    Linked pages serve as spider entries Linked pages rank higher (duh) Link value needs to be spread out

    Images source: http://bada.ms/mozcrawldiagrams

    ht