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The State of Ecommerce SEO

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by @audette The State of Ecommerce SEO


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2 First a little history


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3 The first SEO


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4 The first SEO SEO: optimizing for search engines and cashin’ checks


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5 The first SEO


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SEO holdover mindset RANK #1! BUILD LINKS!


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Totally KEYWORDS ALL DAY!


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Fully OBSESS ON ALGOS!


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9 SEO is full of crap CRAP


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10 It worked. It was profitable.


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BRANDS FOUND SEO


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12 The Internet hates SEO


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13 The Internet hates CRAP SEO


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Which site should I torch next…


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I will kill your business model


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17 SUSTAINABILITY


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THEN: CHASE ALGOS


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NOW: CHASE PEOPLE


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THEN: KEYWORDS W/ MOST TRAFFIC


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NOW: KEYWORDS w/ MOST RELEVANCE


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THEN: OBSESS ON LINKS


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NOW: CREATING EXPERIENCES WORTH SHARING


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NOW: OBSESS ON CREATING EXPERIENCES WORTH SHARING


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THEN: MORE LINKS MORE PAGES MORE EVERYTHING


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NOW: LESS IS MORE


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THEN: FOCUS ON RANKINGS


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NOW: FOCUS ON BOTTOM LINE METRICS


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(for example) NON-BRAND REVENUE CONVERSION RATE NEW CUSTOMERS


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(and) STAND BEHIND YOUR WORK


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This change will create $164,160 in new monthly revenue. 31


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Is pleased 32


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RECS NOT IMPLEMENTED ARE WORTHLESS


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PART 2 CONTENT STRATEGY


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PART 2 CONTENT STRATEGY KEYWORDS GET YOU HALFWAY


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TIP #1 KNOW CONTENT STRATEGY


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PART 2 SEO CONTENT STRATEGY


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PART 3 STAY TECHNICAL TECHNICAL SEO IS MORE IMPORTANT, NOT LESS


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Impact vs. reliability


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Technical SEO is Dependable 45 High Impact, Lower Dependability High Dependability, Lower Impact


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PART 3 MOBILE 25% OF ORGANIC


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MOBILE TRENDS 1. Tablets used more than smartphones to visit ecommerce sites.


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MOBILE TRENDS


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MOBILE TRENDS 2. Tablet users look at more pages.


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TIP #3 MOBILE TRENDS


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MOBILE TRENDS


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MOBILE TRENDS Adobe: http://plotin.us/12QMH7d Responsive: http://plotin.us/18GrTn2


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MOBILE TRENDS The Vary header fix


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MOBILE TRENDS


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MOBILE TRENDS This breaks Akamai caching


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MOBILE TRENDS 1. Configure Akamai to ignore Vary: User-Agent


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MOBILE TRENDS 2. Configure Akamai to cache with “is mobile” flag


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Vary: User-Agent Solution Explanation: http://plotin.us/18GtXLE Fix: http://plotin.us/16YgXx9


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TECHNICAL SEO IS MORE IMPORTANT, NOT LESS


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62 Every site has finite crawl resources


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TIP #2 GET TECHNICAL


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PART 4 CRAWLING TIPS FOR ECOMM Fix server errors (when large)


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PART 4 CRAWLING TIPS FOR ECOMM Speed truly rules


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Read these 66 Web performance optimization http://plotin.us/183sKv2 SEO site speed http://plotin.us/12gKxOy


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PART 4 CRAWLING TIPS FOR ECOMM Parameter handling is good


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PART 4 CRAWLING TIPS FOR ECOMM Monitor indexation with XML feeds


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PART 4 CRAWLING TIPS FOR ECOMM Use 304 not modified


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PART 4 CRAWLING TIPS FOR ECOMM Use log files


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TIP #2 GET TECHNICAL


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TIP #2 GET TECHNICAL


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PART 5 LIGHTNING ROUND! Top technical gotchas


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PART 5 LIGHTNING ROUND! 1: Inconsistent Signals


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http://www.llbean.com/llb/shop/51909?page=double-l-chinos-natural-fit-hidden-comfort-plain-front Canonical tags not part of the internal link profile


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http://www.llbean.com/llb/shop/32865?page=double-l-jeans-natural-fit&catalogId=18 Self-referencing canonical tag points to non-canonical


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79 Canonical crawl path Navigation & internal links, external backlinks, canonical tags, XML files all point to the same definitive URLs.


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PART 5 LIGHTNING ROUND! 2: Pagination (always)


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Self-referencing canonical tags Annotations: Pages 2-N annotated with rel prev, next pages 2-N self-referencing rel canonical


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No self-referencing canonical with rel prev/next ~/pg3?src=nav1&sessID=9 Actual canonical: ~/pg3


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PART 5 LIGHTNING ROUND! 4: Product Variations


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PART 5 LIGHTNING ROUND! 5: Faceted Navigation


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http://www.jpcycles.com/motorcycle-parts/brembo/brake-calipers-and-kits


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http://www.jpcycles.com/motorcycle-parts/brembo/brake-calipers-and-kits?N=36371+28004518


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PART 5 LIGHTNING ROUND! 6: Product Inventory


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94 Handling Expiring Products Generate a “product not here” message Recommend related products


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95 Handling Expiring Products 301 to a related product or up a level OR just 404 the page (it’s OK)


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PART 6 KEY CHALLENGES


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PART 6 Hidden SEO Data: iOS6


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PART 6 Hidden SEO Data: iOS6


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PART 6 Hidden SEO Data: iOS6


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PART 6 Hidden SEO Data: (not provided)


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TIP #4 PLAs Taking Clickshare


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PART 6 PLAs Taking Clickshare


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PART 6 PLAs: 33% of Non-branded PPC


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PART 6 Image Search for Ecommerce


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PART 6 Image Search for Ecommerce


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PART 6 Image Search for Ecommerce


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PART 6 Challenges 1. ~13% of all Google organic traffic is hidden. 2. (Not provided) is ~35% 3. PLAs are taking organic CTR 4. Image search traffic loss


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PART 6 Challenges 1. Know realities, set expectations 2. Craft titles for max CTR 3. Use schema & authorship 4. Estimate lost data


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PART 6 Challenges Estimating hidden iOS6 traffic http://plotin.us/12ViOjo


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PART 7 Social for Ecommerce


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PART 7 Social for Ecommerce


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PART 7 Social for Ecommerce


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TIP #5 Social for Ecommerce


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Google+ Followers June: 200 July: 120,000 Sep.: 280,000 Nov.: 300,000


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Being here is good


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PART 7 Social for Ecommerce


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PART 7 Social for Ecommerce Authorship: great for product reviews and guesting


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PART 7 Social for Ecommerce Google’s weighting of results can negate benefits


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PART 7 Social for Ecommerce Content ownership can be complicated


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3 Takeaways


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3 Takeaways Understand your target audience


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3 Takeaways Stay in front of technical problems


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3 Takeaways Understand data trends


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Thank you!


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