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SEO for Ecommerce - an overview PowerPoint Presentation
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SEO for Ecommerce - an overview

SEO for Ecommerce - an overview

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SEO for Ecommerce - an overview

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  1. SEO common pitfalls

  2. Organic digital marketing Global Campaigns Creativity & Connection Delight & Inform G G G

  3. Recent Credits Credits Awards Best Use of Search – Retail* Econsultancy Buyers Guide 2. Best Use of Search - Wirehive 3. Fast Growth - Wirehive 2. Econsultancy: SEO Best Practise Guide 3. Co-Authored: Hit Me! *UK Search Awards 2013

  4. Attention to detail

  5. Almost doubled within one week period

  6. Common Pitfall Don’t plan the site around the product x Start with “how” and “why” research

  7. Advanced Keyword Research Google Keyword Planner Market Research Site Search Logs G G G

  8. Query Types INFORMATIONAL TRANSACTIONAL NAVIGATIONAL CONNECTIVITY

  9. INFORMATIONAL TRANSACTIONAL NAVIGATIONAL

  10. research informs information architecture, on-page SEO and content strategy...

  11. Common Pitfall Messy Site Architecture x Route Users, Crawlers and Equity

  12. Pick A Favourite

  13. 301 Redirects humans & agents Rel=canonical Preferred above others G

  14. funnels equity Retains any required functionality/security

  15. • Natural journey in file structure • Succinct real words in URLs/files • Home > Category > Sub-category > Product

  16. Filters for options, sizes, styles… not sub-pages

  17. HOME SOFT CANDLES FRAGRANCES FURNISHINGS P1 P2 P3 P2 P1 P2 P3 P1 P3 www.examplesite.com/candles/ginger-fig

  18. Common Pitfall Crawl Budget - Waste x Clean, Efficient, Error Free

  19. Query URLs Currency Sort order

  20. Pagination Category landing Search results

  21. Search results Most cases (not all)

  22. Parameter Handling Advanced feature –be very sure… Let Googlebot decide?

  23. Keep It Clean Check all return 200 Fix All 404 Re-Point 301 to link cleanly G G G Screaming Frog SEO Spider (Crawling Tool)

  24. Common Pitfall No strategy for maintenance or out of stock x Header status codes

  25. 503 Maintenance

  26. Out of Stock • Stick a sign on it • Pre-order/reserve • DON’T 404!

  27. Discontinued • 301 to Direct Equivalent • 301 to Optimised Custom Landing page • Consider 410 to reduce index wastage

  28. Common Pitfall International Strategy – Not One Size Fits All x Business Resource Comes First

  29. Best Practise www.example.com Top Level Domain Sub-domain Domain G G G

  30. ccTLD • Natural language translations and resource Content, mark-up, meta, URLs •

  31. Sub-domain • Natural language translations and resource Content, mark-up, meta, URLs Leave folder for language • •

  32. Hreflang=“X” Link element - header HTTP header Sitemaps

  33. confers equity Right page, in right index increases conversion

  34. Common Pitfall Making do for mobile x Optimise mobile experience

  35. 17.4% global web traffic is mobile... Data source: Statcounter

  36. Responsive Optimised App “Mobile” site Whatever resource constraint there are choices...

  37. Common Pitfall Thin/duplicate content x Clever use of tags + content

  38. 82% Average visibility drop from the TOP 100 losers when Panda rolled out to the UK Data: SearchMetrics

  39. • Never duplicate your entire database in a feed • Never duplicate your entire database in a feed • Never Give that feed to affiliates

  40. hold back Keep optimised attributes, detailed descriptions, consider UGC...

  41. Thank you for listening DOWNLOAD SLIDES www.slideshare.net/NicholaStott

  42. NEED HELP WITH YOUR SEO? Tel: +44(0)1256 384 890 E-mail: nichola.stott@themediaflow.com Twitter: @NicholaStott Web: www.themediaflow.com