seo for e-commerce by adam audette

Download SEO for E-Commerce By Adam Audette

Post on 26-Jan-2017

2.878 views

Category:

Retail

3 download

Embed Size (px)

TRANSCRIPT

  • SEO for Ecommerce Adam Audette

    @audette

  • 2

    A Performance Marketing Agency

    Data Driven, Tech Enabled Performance Marketing

    Consulting | Analytics | Technology | Data | Creative | Media

    CRM | Loyalty | Digital

    Our heritage in data, technology and analytics gives us unique consumer insights, combined with our strength in performance media, fuels our ability to develop and execute addressable customer experiences that drive marketing

    performance

  • 3

    Customer Strategy

    Channel Activation

    Measurement

    Orchestration

    Content Creative Development Content Development User Experience

    Search Display Paid Social Email Direct Mail

    Website Mobile Native App Social Call Center In Store

    Audience Plan Experience Plan Media Plan Test Plan

    Market Sizing Segmentation Portfolio Strategy Journey Mapping Change Management

    Measurement Strategy Attribution Marketing Mix Forecasting & Simulation

    Audience Management Campaign Management Decision Management

    Audience Planning

    Media Activation

    Database ID Management

    Analytics CMS DMP

    Campaign Loyalty

  • 4

    Customer Strategy

    Channel Activation

    Measurement

    Orchestration

    Content Creative Development Content Development User Experience

    Search Display Paid Social Email Direct Mail

    Website Mobile Native App Social Call Center In Store

    Audience Plan Experience Plan Media Plan Test Plan

    Market Sizing Segmentation Portfolio Strategy Journey Mapping Change Management

    Measurement Strategy Attribution Marketing Mix Forecasting & Simulation

    Audience Management Campaign Management Decision Management

    Audience Planning

    Media Activation

    Database ID Management

    Analytics CMS DMP

    Campaign Loyalty

    SEO

  • Our Clients Selection of our clients

  • Key Inputs in the SEO Approach Research

    Competitive Analysis

    Benchmarks, KPIs, Goals

    Opportunity Forecast

    Business Justification

    Topical Content Relevance Topic discovery

    Personas & demographics

    Keyword Research

    Query Mapping

    Content Optimization

    Technical Site Arch Crawl Space

    Duplication

    Internal Linking

    International

    Site Architecture

    Content Strategy Content Inventory

    Workflow & Conversion Path

    Execution of Topics

    External Engagement

    Results & Measurement Reporting

    Analytics

  • SEO Touches Everything

    7

    SEO UX / Frontend

    PR

    Social Media

    Creative / Brand

    Engineering

    C-suite

  • Two Pillars of SEO: Technical & Audience

    8

    Technical Audience

  • Two Pillars of SEO: Technical & Audience

    9

    Technical Audience Search Engines Audience

    Crawl space Search behavior

    Duplication Workflows

    Dynamic content Content topics

    Site migrations KW research

    Mobile serving Engagement

    Intl sites Conversion paths

  • 10

    Todays Talk

    Technical SEO

    On-page & Content

    Other Stuff

    AG

    END

    A

  • 11

    Todays Talk

    Technical SEO

    On-page & Content

    Other Stuff

    AG

    END

    A

  • Technical SEO is Dependable

    Brand creative

    Technical

    Higher cost, lower dependability

    Lower cost, higher dependability

  • Technical Hits Several Areas Research

    Competitive Analysis

    Benchmarks, KPIs, Goals

    Opportunity Forecast

    Business Justification

    Topical Content Relevance Topic discovery

    Personas & demographics

    Keyword Research

    Query Mapping

    Content Optimization

    Technical Site Arch Crawl Space

    Duplication

    Internal Linking

    International

    Site Architecture

    Content Strategy Content Inventory

    Workflow & Conversion Path

    Execution of Topics

    External Engagement

    Results & Measurement Reporting

    Analytics

    Tech

  • *it always depends

    These are typically* the highest priority areas

    Technical SEO for Ecommerce

    Duplication Faceted Navigation Pagination Speed Site Search Mobile

  • Canonical Crawl Paths simple power

    Technical SEO for Ecommerce

    Home Category Sub-cat Product

    Navigation & internal links, external backlinks, canonical tags, XML files all point to the same definitive URLs.

  • Ecommerce sites commonly have dupe issues at the product level

    Use forensics to delve into the issue (just a few tools, keep it simple)

    Normally whats indexed is what matters (if its a dupe but isnt crawled, de-prioritize)

    Always crawl the site yourself

    Keep it actionable! Dont get caught in the maze

    Duplication

  • Duplication

    Search modifiers are the tl;dr of SEO forensics.

    My favorite site searches for dupe content:

    site:mydomain.com and variations Exclude subdomains with: site:blog.mydomain.com Find duplicate domains with site:mydomain.com intitle:exact title tag

  • Duplication

    Search modifiers are the tl;dr of SEO forensics.

    My favorite site searches for dupe content:

    site:mydomain.com and variations site:mydomain.com with: intitle:product or category title tag

  • Duplication

    Easy Wins! mm smells like buttery popcorn

  • Duplication

    Search modifiers are the tl;dr of SEO forensics.

    My favorite site searches for dupe content:

    inurl:prodID=121212 Use with site:mydomain.com Experiment with using category or folders, too, like: site:mydomain.com inurl:/category/ Knock off successive folders Use with intitle, such as: site:mydomain.com inurl:prodID=121212 intitle:weve got all the stuff

    here : brand

  • Faceted navigations pose crawling challenges.

    Keep it focused on user behavior.

    What facets represent search queries best? What types of content do you want crawled and indexed?

    Faceted Navigation Faceted Navigation

  • Faceted Navigation

    Important facets for SEO

  • Faceted Navigation

    NOT important facets for SEO

  • Be discriminating with what gets crawled.

    Examples to crawl: category, brand, item, type

    Examples to not crawl: size, price, session ID, review rating/count Consider: color, size, various attributes (uses, materials, etc)

    Faceted Navigation Faceted Navigation

  • Tools to use for crawling controls on facets.

    Ensure URLs are constructed only one way. No creation of different URLs based on selection order

    Ensure rel canonical signals are on URLs that have tracking parameters appended. Dont be afraid to use parameters within URLs.

    key=value&pair constructed URLs allow easier crawling and management in GWT Never use folders for session IDs or params that dont change page content

    Faceted Navigation

    1

    2

    3

    Faceted Navigation

  • Using non-standard encoding is just asking for trouble.

    Mehmet Aktuna

    Google Crawling Team

  • Using non-standard encoding is just asking for trouble.

    Mehmet Aktuna

    Google Crawling Team

  • Non-standard encoding means using characters in URLs like : , [ ]

  • Tools to use for crawling controls on facets.

    Faceted Navigation

    Use rel=nofollow on non-essential facets. Links can still be crawled, but this will decrease discovery

    Have non-essential facets rel canonical to a superset page: http://www.mydomain.com/cat/shoes?brand=nike&color=green&price=100

    Faceted Navigation

  • Tools to use for crawling controls on facets.

    Faceted Navigation

    Option: place all unnecessary facets in a unique directory. Robots.txt exclude this directory.

    http://www.mydomain.com/cat/shoes?brand=nike&color=green&price=100

    http://www.mydomain.com/filters/shoes?brand=nike&color=green&price=100

    User-agent: * Disallow: /filters/

    Faceted Navigation

  • Tools to use for crawling controls on facets.

    Faceted Navigation

    Issues with robots.txt

    Its a sledgehammer approach Nothing will be crawled No link equity will flow Youll get suppressed listings in the index like this

    Faceted Navigation

  • Links are crawled but URLs are blocked.

    Faceted Navigation

    Tools to use for crawling controls on facets.

  • Tools to use for crawling controls on facets.

    Faceted Navigation

    Parameter Handling

    Powerful and configurable Need key=value&pair structured URLs Requires you to truly understand your site

    Faceted Navigation

  • Faceted Navigation

  • Faceted Navigation

  • Ah meta noindexyes very interesting

  • What about meta noindex?

    Faceted Navigation

    Meta noindex is strangely absent from Googles advice.

    Im less confident in meta noindex, follow really doing what we want it to: keeping content out of the index but still crawled.

    meta noindex, follow + rel canonical are conflicting signals.

    There are signs that Google is choosing to treat meta noindex differently than before.

    Meta Noindex

  • Sorts/views shouldnt be crawled.