SEO for Ecommerce - Adam Audette

Download SEO for Ecommerce - Adam Audette

Post on 23-Aug-2014

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My Mozcon 2013 presentation on ecommerce SEO.

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<ul><li> #MozCon by @audette The State of Ecommerce SEO </li> <li> 2 First a little history </li> <li> 3 The first SEO </li> <li> 4 The first SEOSEO: optimizing for search engines and cashin checks </li> <li> 5 The first SEO </li> <li> SEO holdover mindset RANK #1! BUILD LINKS! </li> <li> Totally KEYWORDS ALL DAY! </li> <li> Fully OBSESS ON ALGOS! </li> <li> 9 SEO is full of crapCRAP </li> <li> 10 It worked. It was profitable. </li> <li> BRANDS FOUND SEO </li> <li> 12 The Internet hates SEO </li> <li> 13 The Internet hates CRAP SEO </li> <li> Which site should I torch next </li> <li> I will kill your business model </li> <li> 17 SUSTAINABILITY </li> <li> THEN: CHASE ALGOS </li> <li> NOW: CHASE PEOPLE </li> <li> THEN: KEYWORDS W/ MOST TRAFFIC </li> <li> NOW: KEYWORDS w/ MOST RELEVANCE </li> <li> THEN: OBSESS ON LINKS </li> <li> NOW: CREATING EXPERIENCES WORTH SHARING </li> <li> NOW: OBSESS ON CREATING EXPERIENCES WORTH SHARING </li> <li> THEN: MORE LINKS MORE PAGES MORE EVERYTHING </li> <li> NOW: LESS IS MORE </li> <li> THEN: FOCUS ON RANKINGS </li> <li> NOW: FOCUS ON BOTTOM LINE METRICS </li> <li> (for example) NON-BRAND REVENUE CONVERSION RATE NEW CUSTOMERS </li> <li> (and) STAND BEHIND YOUR WORK </li> <li> This change will create $164,160 in new monthly revenue. 31 </li> <li> Is pleased 32 </li> <li> RECS NOT IMPLEMENTED ARE WORTHLESS </li> <li> PART 2 CONTENT STRATEGY </li> <li> PART 2 CONTENT STRATEGY KEYWORDS GET YOU HALFWAY </li> <li> TIP #1 KNOW CONTENT STRATEGY </li> <li> PART 2 SEO CONTENT STRATEGY SEARCH RANK &amp; DISPLAY PAGE CONTENT (AUDIENCE NEED) CONVERSION </li> <li> 42 </li> <li> PART 3 STAY TECHNICAL TECHNICAL SEO IS MORE IMPORTANT, NOT LESS </li> <li> Impact vs. reliability </li> <li> Technical SEO is Dependable 45 Off-page Content On-page High Impact, Lower Dependability High Dependability, Lower Impact </li> <li> PART 3 MOBILE 25% OF ORGANIC </li> <li> MOBILE TRENDS 1. Tablets used more than smartphones to visit ecommerce sites. </li> <li> MOBILE TRENDS </li> <li> MOBILE TRENDS 2. Tablet users look at more pages. </li> <li> TIP #3 MOBILE TRENDS </li> <li> MOBILE TRENDS </li> <li> MOBILE TRENDS Adobe: http://plotin.us/12QMH7d Responsive: http://plotin.us/18GrTn2 </li> <li> MOBILE TRENDS The Vary header fix </li> <li> MOBILE TRENDS </li> <li> MOBILE TRENDS This breaks Akamai caching </li> <li> MOBILE TRENDS 1. Configure Akamai to ignore Vary: User-Agent </li> <li> MOBILE TRENDS 2. Configure Akamai to cache with is mobile flag </li> <li> Vary: User-Agent Solution Explanation: http://plotin.us/18GtXLE Fix: http://plotin.us/16YgXx9 </li> <li> TECHNICAL SEO IS MORE IMPORTANT, NOT LESS </li> <li> 62 Good pages crawled Good pages not crawled Dupes/overhead/junk Every site has finite crawl resources </li> <li> TIP #2 GET TECHNICAL </li> <li> PART 4 CRAWLING TIPS FOR ECOMM Fix server errors (when large) </li> <li> PART 4 CRAWLING TIPS FOR ECOMM Speed truly rules </li> <li> Read these 66 Web performance optimization http://plotin.us/183sKv2 SEO site speed http://plotin.us/12gKxOy </li> <li> PART 4 CRAWLING TIPS FOR ECOMM Parameter handling is good </li> <li> PART 4 CRAWLING TIPS FOR ECOMM Monitor indexation with XML feeds </li> <li> 69 </li> <li> 70 </li> <li> PART 4 CRAWLING TIPS FOR ECOMM Use 304 not modified </li> <li> PART 4 CRAWLING TIPS FOR ECOMM Use log files </li> <li> TIP #2 GET TECHNICAL </li> <li> TIP #2 GET TECHNICAL </li> <li> PART 5 LIGHTNING ROUND! Top technical gotchas </li> <li> PART 5 LIGHTNING ROUND! 1: Inconsistent Signals </li> <li> 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 </li> <li> http://www.llbean.com/llb/shop/32865 ?page=double-l-jeans-natural- fit&amp;catalogId=18 Self-referencing canonical tag points to non-canonical </li> <li> 79 Canonical crawl path Home Category Sub-cat Product Navigation &amp; internal links, external backlinks, canonical tags, XML files all point to the same definitive URLs. </li> <li> PART 5 LIGHTNING ROUND! 2: Pagination (always) </li> <li> Self-referencing canonical tags pp. 2-N Annotations: Pages 2-N annotated with rel prev, next pages 2-N self-referencing rel canonical </li> <li> No self-referencing canonical with rel prev/next pp. 2-N ~/pg3?src=nav1&amp;se ssID=9 Actual canonical: ~/pg3 </li> <li> PART 5 LIGHTNING ROUND! 4: Product Variations </li> <li> 84 </li> <li> 85 </li> <li> 86 </li> <li> 87 </li> <li> PART 5 LIGHTNING ROUND! 5: Faceted Navigation </li> <li> http://www.jpcycles.com/motorcycle- parts/brembo/brake-calipers-and-kits </li> <li> http://www.jpcycles.com/motorcycle- parts/brembo/brake-calipers-and- kits?N=36371+28004518 </li> <li> PART 5 LIGHTNING ROUND! 6: Product Inventory </li> <li> @rimmkaufman #techseo92 </li> <li> @rimmkaufman #techseo93 </li> <li> 94 Handling Expiring Products Generate a product not here message Recommend related products </li> <li> 95 Handling Expiring Products 301 to a related product or up a level OR just 404 the page (its OK) </li> <li> PART 6 KEY CHALLENGES </li> <li> PART 6 Hidden SEO Data: iOS6 </li> <li> PART 6 Hidden SEO Data: iOS6 </li> <li> PART 6 Hidden SEO Data: iOS6 </li> <li> PART 6 Hidden SEO Data: (not provided) </li> <li> TIP #4 PLAs Taking Clickshare </li> <li> PART 6 PLAs Taking Clickshare </li> <li> PART 6 PLAs: 33% of Non-branded PPC </li> <li> PART 6 Image Search for Ecommerce </li> <li> PART 6 Image Search for Ecommerce </li> <li> PART 6 Image Search for Ecommerce </li> <li> 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 </li> <li> PART 6 Challenges 1. Know realities, set expectations 2. Craft titles for max CTR 3. Use schema &amp; authorship 4. Estimate lost data </li> <li> PART 6 Challenges Estimating hidden iOS6 traffic http://plotin.us/12ViOjo </li> <li> PART 7 Social for Ecommerce </li> <li> PART 7 Social for Ecommerce </li> <li> PART 7 Social for Ecommerce </li> <li> TIP #5 Social for Ecommerce </li> <li> Google+ Followers June: 200 July: 120,000 Sep.: 280,000 Nov.: 300,000 </li> <li> Being here is good </li> <li> PART 7 Social for Ecommerce </li> <li> PART 7 Social for Ecommerce Authorship: great for product reviews and guesting </li> <li> PART 7 Social for Ecommerce Googles weighting of results can negate benefits </li> <li> PART 7 Social for Ecommerce Content ownership can be complicated </li> <li> 3 Takeaways </li> <li> 3 Takeaways Understand your target audience </li> <li> 3 Takeaways Stay in front of technical problems </li> <li> 3 Takeaways Understand data trends </li> <li> Thank you! </li> </ul>