eCommerce SEO Shopping Spree - State of Search 2013

@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





This is going to be rapid fire…



Use a Flat Site Architecture



Avoid meaningless URLs. Do this…

…not that.

•  Directories represent site architecture •  Describe from broad to narrow •  Human readable @mike_arnesen #StateOfSearch #eComSEO


•  Don’t sacrifice accessibility for flashiness.

•  Usable without JS? •  Meaningful anchor text? •  Limit choices; focus. @mike_arnesen #StateOfSearch #eComSEO


•  For users and bots •  Make each item clickable •  Use breadcrumb markup (schema.org)


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,


Provide additional: •  Context •  Crawl paths •  Shopping ideas


Provide additional: •  Context •  Crawl paths •  Shopping ideas


Don’t confuse RoboPuppy



Always use content on category gridwalls

•  What am I looking at? •  What’s unique here?



•  Effective at increasing ranking. •  Important for avoiding thin content. •  It’s also a branding opportunity!

Always use content on category gridwalls



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Make sure to frame supplemental content as a fallback for basic browsers.


1.  Do your research 2.  Outsource initial copywriting 3.  Polish the result & push live



Protect yourself from the P n a Don’t put up #PandaBait …unless you have nothing on your plate for the next few months.



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


•  Rel prev & next are your friends!

•  Make “view all” the canonical.

Use pagination and/or canonicalization on category gridwalls


Specify canonical products

Near-identical products can cause issues •  Canonize the best seller •  Create unique descriptions •  Consolidate pages


NoIndex is your friend

Stop!



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


Leverage multiple XML sitemaps to monitor indexation by page type.




This stuff is the future. Don’t be the last one to the party!






Review & Rating Markup

Simple semantic markup for PDPs, with proven ROI.


Twitter Cards OpenGraph Rich Pins


Use this template in your <head> to enable all three.

@mike_arnesen #StateOfSearch #eComSEO http://www.swellpath.com/2013/04/google-plus-interactive-posts/


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?



Site speed is a factor for competitive queries! Focus on Time to First Byte.



These guys want you to be responsive!



Google+ Brand Page Integration

Leverage rel=publisher for superior branded SERPs.


Organization & Logo Markup

Suggest which logo should be used in the Knowledge Graph.


Organization & Logo Markup



Use Google Analytics eCommerce tagging

http://cutroni.com/blog/google-analytics-for-ecommerce/

Make sure you’re ready to prove your ROI.


Understand & Predict Seasonality

Use historical analytics, Google Insights, and stakeholder experience to map out seasonality.


Give holiday campaign pages time to index & rank. Start building links ahead of time.

Get your updates out early and be prepared.


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

eCommerce SEO Shopping Spree - State of Search 2013

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