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SEO for Ecommerce - Adam Audette
This document provides an overview of key trends in ecommerce SEO. It discusses moving from chasing keywords and links to focusing on creating quality experiences and content for users. Technical SEO is becoming more important, including optimizing for mobile where 25% of organic traffic comes from. The document also covers challenges like "hidden" search data from platforms like iOS 6 and loss of clickshare to product listing ads. It emphasizes understanding your audience and data trends to effectively implement SEO strategies.
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Introduction to the presentation about Ecommerce SEO by @audette.
Explores the origins and evolution of SEO, including initial tactics and the negative perception of SEO practices.
Contrast between past SEO practices focused on algorithms and link building with current emphasis on user experience and relevance.
Focus on the importance of an effective content strategy in SEO, emphasizing the need for relevance and audience needs.
Highlights the critical role of technical SEO in optimizing website performance and ensuring good crawlability.
Guidelines for managing crawling issues, server errors, and site speed to enhance SEO effectiveness.
Addresses common technical issues, including inconsistent signals, pagination, and handling expiring products.The role of social media, particularly Google+, and its effects on ecommerce visibility and data.
Summarizes key points regarding audience understanding, addressing technical challenges, and data trend awareness.
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SEO for Ecommerce - Adam Audette
- 1. #MozCon by @audette The Stateof Ecommerce SEO
- 2. 2 First a littlehistory
- 3.
- 4. 4 The first SEOSEO:optimizing for search engines and cashin’ checks
- 5.
- 6. SEO holdover mindset RANK#1! BUILD LINKS!
- 7.
- 8.
- 9. 9 SEO is fullof crapCRAP
- 10. 10 It worked. Itwas profitable.
- 11.
- 12.
- 13. 13 The Internet hatesCRAP SEO
- 14. Which site shouldI torch next…
- 15. I will killyour business model
- 17.
- 18.
- 19.
- 20.
- 21.
- 22.
- 23.
- 24. NOW: OBSESS ON CREATING EXPERIENCESWORTH SHARING
- 25. THEN: MORE LINKS MORE PAGES MOREEVERYTHING
- 26.
- 27.
- 28. NOW: FOCUS ON BOTTOMLINE METRICS
- 29. (for example) NON-BRAND REVENUE CONVERSIONRATE NEW CUSTOMERS
- 30.
- 31. This change willcreate $164,160 in new monthly revenue. 31
- 32.
- 33. RECS NOT IMPLEMENTED AREWORTHLESS
- 35.
- 36. PART 2 CONTENT STRATEGY KEYWORDSGET YOU HALFWAY
- 40. TIP #1 KNOW CONTENTSTRATEGY
- 41. PART 2 SEO CONTENTSTRATEGY SEARCH RANK & DISPLAY PAGE CONTENT (AUDIENCE NEED) CONVERSION
- 42.
- 43. PART 3 STAY TECHNICAL TECHNICALSEO IS MORE IMPORTANT, NOT LESS
- 44.
- 45. Technical SEO isDependable 45 Off-page Content On-page High Impact, Lower Dependability High Dependability, Lower Impact
- 46. PART 3 MOBILE 25%OF ORGANIC
- 48. MOBILE TRENDS 1. Tabletsused more than smartphones to visit ecommerce sites.
- 49.
- 50. MOBILE TRENDS 2. Tabletusers look at more pages.
- 51.
- 52.
- 53.
- 54. MOBILE TRENDS The Varyheader fix
- 55.
- 56. MOBILE TRENDS This breaksAkamai caching
- 57. MOBILE TRENDS 1. ConfigureAkamai to ignore Vary: User-Agent
- 58. MOBILE TRENDS 2. ConfigureAkamai to cache with “is mobile” flag
- 59.
- 60. TECHNICAL SEO ISMORE IMPORTANT, NOT LESS
- 62. 62 Good pages crawled Goodpages not crawled Dupes/overhead/junk Every site has finite crawl resources
- 63.
- 64. PART 4 CRAWLING TIPSFOR ECOMM Fix server errors (when large)
- 65. PART 4 CRAWLING TIPSFOR ECOMM Speed truly rules
- 66. Read these 66 Web performanceoptimization http://plotin.us/183sKv2 SEO site speed http://plotin.us/12gKxOy
- 67. PART 4 CRAWLING TIPSFOR ECOMM Parameter handling is good
- 68. PART 4 CRAWLING TIPSFOR ECOMM Monitor indexation with XML feeds
- 69.
- 70.
- 71. PART 4 CRAWLING TIPSFOR ECOMM Use 304 not modified
- 72. PART 4 CRAWLING TIPSFOR ECOMM Use log files
- 73.
- 74.
- 75. PART 5 LIGHTNING ROUND! Toptechnical gotchas
- 76. PART 5 LIGHTNING ROUND! 1:Inconsistent Signals
- 77. http://www.llbean.com/llb/shop/51909 ?page=double-l-chinos-natural-fit- hidden-comfort-plain-front Canonical tags notpart of the internal link profile
- 78.
- 79. 79 Canonical crawl path HomeCategory Sub-cat Product Navigation & internal links, external backlinks, canonical tags, XML files all point to the same definitive URLs.
- 80. PART 5 LIGHTNING ROUND! 2:Pagination (always)
- 81. Self-referencing canonical tags pp. 2-N Annotations: •Pages 2-N annotated with rel prev, next • pages 2-N self-referencing rel canonical
- 82. No self-referencing canonical withrel prev/next pp. 2-N ~/pg3?src=nav1&se ssID=9 Actual canonical: ~/pg3
- 83. PART 5 LIGHTNING ROUND! 4:Product Variations
- 84.
- 85.
- 86.
- 87.
- 88. PART 5 LIGHTNING ROUND! 5:Faceted Navigation
- 89.
- 90.
- 91. PART 5 LIGHTNING ROUND! 6:Product Inventory
- 92.
- 93.
- 94. 94 Handling Expiring Products Generate a “product not here” message Recommend related products
- 95. 95 Handling Expiring Products 301 to a related product or up a level OR just 404 the page (it’s OK)
- 96.
- 97. PART 6 Hidden SEOData: iOS6
- 98. PART 6 Hidden SEOData: iOS6
- 99. PART 6 Hidden SEOData: iOS6
- 100. PART 6 Hidden SEOData: (not provided)
- 101. TIP #4 PLAs TakingClickshare
- 102. PART 6 PLAs TakingClickshare
- 103. PART 6 PLAs: 33%of Non-branded PPC
- 104. PART 6 Image Searchfor Ecommerce
- 105. PART 6 Image Searchfor Ecommerce
- 106. PART 6 Image Searchfor Ecommerce
- 107. 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
- 108. PART 6 Challenges 1. Knowrealities, set expectations 2. Craft titles for max CTR 3. Use schema & authorship 4. Estimate lost data
- 109. PART 6 Challenges Estimating hiddeniOS6 traffic http://plotin.us/12ViOjo
- 110. PART 7 Social forEcommerce
- 111. PART 7 Social forEcommerce
- 112. PART 7 Social forEcommerce
- 113. TIP #5 Social forEcommerce
- 116. Google+ Followers • June:200 • July: 120,000 • Sep.: 280,000 • Nov.: 300,000
- 117. Being here isgood
- 118. PART 7 Social forEcommerce
- 121. PART 7 Social forEcommerce Authorship: great for product reviews and guesting
- 122. PART 7 Social forEcommerce Google’s weighting of results can negate benefits
- 123. PART 7 Social forEcommerce Content ownership can be complicated
- 124.
- 125. 3 Takeaways Understand yourtarget audience
- 126. 3 Takeaways Stay infront of technical problems
- 127.
- 129.