Date post: | 08-Sep-2014 |
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Technology |
Upload: | mike-arnesen |
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@mike_arnesen #StateOfSearch #eComSEO
eCommerce SEO Shopping Spree
Sweet Hashtags: #StateOfSearch #eComSEO
What’s up State of Search?!
Mike Arnesen SEO Team Manager, SwellPath Google.com/search?q=mike+arnesen
@mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
This is going to be rapid fire…
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
Use a Flat Site Architecture
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
Avoid meaningless URLs. Do this…
…not that.
• Directories represent site architecture • Describe from broad to narrow • Human readable @mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
• Don’t sacrifice accessibility for flashiness.
• Usable without JS? • Meaningful anchor text? • Limit choices; focus. @mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
• For users and bots • Make each item clickable • Use breadcrumb markup (schema.org)
@mike_arnesen #StateOfSearch #eComSEO
Let’s talk about in 2014
• Not the place to stuff links …or your page content.
• Highlight a few important pages. • I still use nofollow,
@mike_arnesen #StateOfSearch #eComSEO
Provide additional: • Context • Crawl paths • Shopping ideas
@mike_arnesen #StateOfSearch #eComSEO
Provide additional: • Context • Crawl paths • Shopping ideas
@mike_arnesen #StateOfSearch #eComSEO
Don’t confuse RoboPuppy
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
Always use content on category gridwalls
• What am I looking at? • What’s unique here?
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
• Effective at increasing ranking. • Important for avoiding thin content. • It’s also a branding opportunity!
Always use content on category gridwalls
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO Cont
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Make sure to frame supplemental content as a fallback for basic browsers.
@mike_arnesen #StateOfSearch #eComSEO
1. Do your research 2. Outsource initial copywriting 3. Polish the result & push live
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
Protect yourself from the P n a Don’t put up #PandaBait …unless you have nothing on your plate for the next few months.
@mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
Duplicate content can be really annoying.
• Invest in unique product descriptions • Use proper pagination • Have a canonical strategy in place • Noindex when appropriate • Use clean URL handling
@mike_arnesen #StateOfSearch #eComSEO
• Rel prev & next are your friends!
• Make “view all” the canonical.
Use pagination and/or canonicalization on category gridwalls
@mike_arnesen #StateOfSearch #eComSEO
Specify canonical products
Near-identical products can cause issues • Canonize the best seller • Create unique descriptions • Consolidate pages
@mike_arnesen #StateOfSearch #eComSEO
NoIndex is your friend
Stop!
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
WWW, Trailing Slash, & Index Resolution Practice good housekeeping to avoid
being overrun with duplicate content! • Non-WWW URLs to WWW (or vice versa) • Non-trailing slash to trailing slash • index.php (and similar) to trailing slash
@mike_arnesen #StateOfSearch #eComSEO
Leverage multiple XML sitemaps to monitor indexation by page type.
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
This stuff is the future. Don’t be the last one to the party!
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
Review & Rating Markup
Simple semantic markup for PDPs, with proven ROI.
@mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
Twitter Cards OpenGraph Rich Pins
@mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
Use this template in your <head> to enable all three.
@mike_arnesen #StateOfSearch #eComSEO http://www.swellpath.com/2013/04/google-plus-interactive-posts/
@mike_arnesen #StateOfSearch #eComSEO
Do you own your brand name image SERPs?
Calvin Klein doesn’t have any ranked images for this branded search! How about alt text, image sitemaps, & friendly filenames?
@mike_arnesen #StateOfSearch #eComSEO @mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
Site speed is a factor for competitive queries! Focus on Time to First Byte.
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
These guys want you to be responsive!
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
Google+ Brand Page Integration
Leverage rel=publisher for superior branded SERPs.
@mike_arnesen #StateOfSearch #eComSEO
Organization & Logo Markup
Suggest which logo should be used in the Knowledge Graph.
@mike_arnesen #StateOfSearch #eComSEO
Organization & Logo Markup
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
Use Google Analytics eCommerce tagging
http://cutroni.com/blog/google-analytics-for-ecommerce/
Make sure you’re ready to prove your ROI.
@mike_arnesen #StateOfSearch #eComSEO
Understand & Predict Seasonality
Use historical analytics, Google Insights, and stakeholder experience to map out seasonality.
@mike_arnesen #StateOfSearch #eComSEO
Give holiday campaign pages time to index & rank. Start building links ahead of time.
Get your updates out early and be prepared.
@mike_arnesen #StateOfSearch #eComSEO
Mike Arnesen SEO Team Manager at SwellPath @mike_arnesen | +MikeArnesen www.mikearnesen.com
Resources, tutorials, and more in this link bundle:
bit.ly/sos_ecom