Faceted Navigation for Ecommerce SEO - SEOMonitor Webinar December 2015

ALEC BERTRAM@KIWIALEC

70% of UK ecommerce sites have a variation

of this problem

Who is motolegends

Triumph

Purchase decision cycleAwareness

Interest

Consideration

@KiwiAlec

Awareness

Purchase decision cycle

Head terms“Motorcycle clothing”

9,900/mo

@KiwiAlec

Interest

Purchase decision cycle

Mid-tail“Belstaff Jackets”

1,900/mo

@KiwiAlec

Consideration

Purchase decision cycle

Long tail“Belstaff Trialmaster Jackets”

320/mo

@KiwiAlec

PROBLEM

Purchase funnel rankings

Mostly page 1

@KiwiAlec

Awareness

Interest

Consideration

Purchase funnel rankings

@KiwiAlec

Awareness

Interest

Consideration

Mostly page 1

Mostly page 1

Purchase funnel rankings

@KiwiAlec

Awareness

Interest

Consideration

Mostly page 1

Mostly page 1

Nowhere

Belstaff

WHY?

Site structure

Jackets Helmets Boots Gloves

Home

@KiwiAlec

@KiwiAlec

“Belstaff”

@KiwiAlec

“Motorcycle Jackets”

No ‘Belstaff Jackets’ page

“

@KiwiAlec

“Belstaff Jackets”

@KiwiAlec

“Belstaff Jackets”

@KiwiAlec

“Belstaff Leather Jackets”

Relevancy outranks authority

Relevancy outranks authority * In this case

FIXES

`

Blog articles

@KiwiAlec

@KiwiAlec

Better category pages

Move from this…

Jackets Helmets Boots Gloves

Home

@KiwiAlec

To this…

Jackets

Home

Helmets Boots Gloves

Belstaff Jackets Leather Jackets Mens Jackets

Leather Belstaff Jackets Mens Belstaff Jackets

Mens Leather Belstaff Jackets

Mens Leather Jackets

@KiwiAlec

BUSINESS CASE

`

All possible keywordsx

Search volumex

Current rank & CTRx

Conversion rate & AOV

Build a business case

@KiwiAlec

`

Build a business case

@KiwiAlec

Potential £88k incremental revenue

SEO MONITOR

WHERE ARE WE?

Potential problems

Jackets

Home

Helmets Boots Gloves

Belstaff Jackets Leather Jackets Mens Jackets

Leather Belstaff Jackets Mens Belstaff Jackets

Mens Leather Belstaff Jackets

Mens Leather Jackets

@KiwiAlec

• PageRank dilution

• Content duplication

• Index bloating & crawl waste

Unique content on each page

@KiwiAlec

At least unique:• Titles & meta• Page headings

Unique content on each page

@KiwiAlec

Belstaff Jackets

At least unique:• Titles & meta• Page headings

Limit crawling and indexing

@KiwiAlec

Jackets

Belstaff Jackets

Leather Belstaff JacketsAero or Belstaff Jackets

Textile or Leather Belstaff Jackets

Nofollow

NofollowNoindex

Noindex

Aero Jackets

@KiwiAlec

Limit crawling and indexing

@KiwiAlec

Limit crawling and indexing

@KiwiAlec

Limit crawling and indexingBelstaff Jackets

@KiwiAlec

Limit crawling and indexingBelstaff Jackets

@KiwiAlec

Limit crawling and indexingMens Belstaff Jackets

@KiwiAlec

Limit crawling and indexingMens Leather Belstaff Jackets

Functional specification1. Unique content on every filtered page

2. Limit crawling & indexing• Within filter groups (one selected

value per attribute)• Max selected groups (3-4 – depending

on your research)

@KiwiAlec

SUMMARY

Find the problems your customers are trying to

solve

Make sure you have indexable pages to solve

those problems

Don’t try to solve problems which don’t

exist

ALLOTMENT.DIGITAL

ALEC BERTRAM@KIWIALEC

Maplin should also have indexable pages and filters for:

Model (Radeon/ GeForce)

Memory Capacity (2GB)

Memory Type (GDDR5)

Connector (PCI-E)

Frequency (5000MHz)

Output (DVI/HDMI)