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SEO for ecommerce is all about technical efficiency, clean, crawlable sites and a great UX. These slides were presented at Fresh Business Thinking Live - June 11th 2014.
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SEO common pitfalls
Organic digital marketing Global Campaigns Creativity & Connection Delight & Inform G G G
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
Almost doubled within one week period
Common Pitfall Don’t plan the site around the product x Start with “how” and “why” research
Advanced Keyword Research Google Keyword Planner Market Research Site Search Logs G G G
Query Types INFORMATIONAL TRANSACTIONAL NAVIGATIONAL CONNECTIVITY
INFORMATIONAL TRANSACTIONAL NAVIGATIONAL
research informs information architecture, on-page SEO and content strategy...
Common Pitfall Messy Site Architecture x Route Users, Crawlers and Equity
301 Redirects humans & agents Rel=canonical Preferred above others G
funnels equity Retains any required functionality/security
• Natural journey in file structure • Succinct real words in URLs/files • Home > Category > Sub-category > Product
HOME SOFT CANDLES FRAGRANCES FURNISHINGS P1 P2 P3 P2 P1 P2 P3 P1 P3 www.examplesite.com/candles/ginger-fig
Common Pitfall Crawl Budget - Waste x Clean, Efficient, Error Free
Query URLs Currency Sort order
Pagination Category landing Search results
Search results Most cases (not all)
Parameter Handling Advanced feature –be very sure… Let Googlebot decide?
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)
Common Pitfall No strategy for maintenance or out of stock x Header status codes
Out of Stock • Stick a sign on it • Pre-order/reserve • DON’T 404!
Discontinued • 301 to Direct Equivalent • 301 to Optimised Custom Landing page • Consider 410 to reduce index wastage
Common Pitfall International Strategy – Not One Size Fits All x Business Resource Comes First
Best Practise www.example.com Top Level Domain Sub-domain Domain G G G
ccTLD • Natural language translations and resource Content, mark-up, meta, URLs •
Sub-domain • Natural language translations and resource Content, mark-up, meta, URLs Leave folder for language • •
Hreflang=“X” Link element - header HTTP header Sitemaps
confers equity Right page, in right index increases conversion
Common Pitfall Making do for mobile x Optimise mobile experience
17.4% global web traffic is mobile... Data source: Statcounter
Responsive Optimised App “Mobile” site Whatever resource constraint there are choices...
Common Pitfall Thin/duplicate content x Clever use of tags + content
82% Average visibility drop from the TOP 100 losers when Panda rolled out to the UK Data: SearchMetrics
• Never duplicate your entire database in a feed • Never duplicate your entire database in a feed • Never Give that feed to affiliates
hold back Keep optimised attributes, detailed descriptions, consider UGC...
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