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The State of Ecommerce SEO презентация
Содержание
- 1. The State of Ecommerce SEO
- 2. First a little history
- 3. The first SEO
- 4. The first SEO SEO: optimizing for search engines and cashin’ checks
- 5. The first SEO
- 6. SEO holdover mindset RANK #1! BUILD LINKS!
- 7. Totally KEYWORDS ALL DAY!
- 8. Fully OBSESS ON ALGOS!
- 9. SEO is full of crap CRAP
- 10. It worked. It was profitable.
- 11. BRANDS FOUND SEO
- 12. The Internet hates SEO
- 13. The Internet hates CRAP SEO
- 14. Which site should I torch next…
- 15. I will kill your business model
- 17. SUSTAINABILITY
- 18. THEN: CHASE ALGOS
- 19. NOW: CHASE PEOPLE
- 20. THEN: KEYWORDS W/ MOST TRAFFIC
- 21. NOW: KEYWORDS w/ MOST RELEVANCE
- 22. THEN: OBSESS ON LINKS
- 23. NOW: CREATING EXPERIENCES WORTH SHARING
- 24. NOW: OBSESS ON CREATING EXPERIENCES WORTH SHARING
- 25. THEN: MORE LINKS MORE PAGES MORE EVERYTHING
- 26. NOW: LESS IS MORE
- 27. THEN: FOCUS ON RANKINGS
- 28. NOW: FOCUS ON BOTTOM LINE METRICS
- 29. (for example) NON-BRAND REVENUE CONVERSION RATE NEW CUSTOMERS
- 30. (and) STAND BEHIND YOUR WORK
- 31. This change will create $164,160 in new monthly revenue.
- 32. Is pleased
- 33. RECS NOT IMPLEMENTED ARE WORTHLESS
- 35. PART 2 CONTENT STRATEGY
- 36. PART 2 CONTENT STRATEGY KEYWORDS GET YOU HALFWAY
- 40. TIP #1 KNOW CONTENT STRATEGY
- 41. PART 2 SEO CONTENT STRATEGY
- 43. PART 3 STAY TECHNICAL TECHNICAL SEO IS MORE IMPORTANT, NOT LESS
- 44. Impact vs. reliability
- 45. Technical SEO is Dependable High Impact, Lower Dependability High Dependability, Lower Impact
- 46. PART 3 MOBILE 25% OF ORGANIC
- 48. MOBILE TRENDS 1. Tablets used more than smartphones to visit ecommerce sites.
- 49. MOBILE TRENDS
- 50. MOBILE TRENDS 2. Tablet users look at more pages.
- 51. TIP #3 MOBILE TRENDS
- 52. MOBILE TRENDS
- 53. MOBILE TRENDS Adobe: http://plotin.us/12QMH7d Responsive: http://plotin.us/18GrTn2
- 54. MOBILE TRENDS The Vary header fix
- 55. MOBILE TRENDS
- 56. MOBILE TRENDS This breaks Akamai caching
- 57. MOBILE TRENDS 1. Configure Akamai to ignore Vary: User-Agent
- 58. MOBILE TRENDS 2. Configure Akamai to cache with “is mobile” flag
- 59. Vary: User-Agent Solution Explanation: http://plotin.us/18GtXLE Fix: http://plotin.us/16YgXx9
- 60. TECHNICAL SEO IS MORE IMPORTANT, NOT LESS
- 62. Every site has finite crawl resources
- 63. TIP #2 GET TECHNICAL
- 64. PART 4 CRAWLING TIPS FOR ECOMM Fix server errors (when large)
- 65. PART 4 CRAWLING TIPS FOR ECOMM Speed truly rules
- 66. Read these Web performance optimization http://plotin.us/183sKv2 SEO site speed http://plotin.us/12gKxOy
- 67. PART 4 CRAWLING TIPS FOR ECOMM Parameter handling is good
- 68. PART 4 CRAWLING TIPS FOR ECOMM Monitor indexation with XML feeds
- 71. PART 4 CRAWLING TIPS FOR ECOMM Use 304 not modified
- 72. PART 4 CRAWLING TIPS FOR ECOMM Use log files
- 73. TIP #2 GET TECHNICAL
- 74. TIP #2 GET TECHNICAL
- 75. PART 5 LIGHTNING ROUND! Top technical gotchas
- 76. PART 5 LIGHTNING ROUND! 1: Inconsistent Signals
- 77. 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
- 78. http://www.llbean.com/llb/shop/32865?page=double-l-jeans-natural-fit&catalogId=18 Self-referencing canonical tag points to non-canonical
- 79. Canonical crawl path Navigation & internal
- 80. PART 5 LIGHTNING ROUND! 2: Pagination (always)
- 81. Self-referencing canonical tags Annotations: Pages 2-N
- 82. No self-referencing canonical with rel prev/next ~/pg3?src=nav1&sessID=9 Actual canonical: ~/pg3
- 83. PART 5 LIGHTNING ROUND! 4: Product Variations
- 88. PART 5 LIGHTNING ROUND! 5: Faceted Navigation
- 89. http://www.jpcycles.com/motorcycle-parts/brembo/brake-calipers-and-kits
- 90. http://www.jpcycles.com/motorcycle-parts/brembo/brake-calipers-and-kits?N=36371+28004518
- 91. PART 5 LIGHTNING ROUND! 6: Product Inventory
- 94. Handling Expiring Products Generate a “product not here” message Recommend related products
- 95. Handling Expiring Products 301 to a related
- 96. PART 6 KEY CHALLENGES
- 97. PART 6 Hidden SEO Data: iOS6
- 98. PART 6 Hidden SEO Data: iOS6
- 99. PART 6 Hidden SEO Data: iOS6
- 100. PART 6 Hidden SEO Data: (not provided)
- 101. TIP #4 PLAs Taking Clickshare
- 102. PART 6 PLAs Taking Clickshare
- 103. PART 6 PLAs: 33% of Non-branded PPC
- 104. PART 6 Image Search for Ecommerce
- 105. PART 6 Image Search for Ecommerce
- 106. PART 6 Image Search for Ecommerce
- 107. PART 6 Challenges 1. ~13% of all
- 108. PART 6 Challenges 1. Know realities, set
- 109. PART 6 Challenges Estimating hidden iOS6 traffic http://plotin.us/12ViOjo
- 110. PART 7 Social for Ecommerce
- 111. PART 7 Social for Ecommerce
- 112. PART 7 Social for Ecommerce
- 113. TIP #5 Social for Ecommerce
- 116. Google+ Followers June: 200 July: 120,000 Sep.: 280,000 Nov.: 300,000
- 117. Being here is good
- 118. PART 7 Social for Ecommerce
- 121. PART 7 Social for Ecommerce Authorship: great for product reviews and guesting
- 122. PART 7 Social for Ecommerce Google’s weighting of results can negate benefits
- 123. PART 7 Social for Ecommerce Content ownership can be complicated
- 124. 3 Takeaways
- 125. 3 Takeaways Understand your target audience
- 126. 3 Takeaways Stay in front of technical problems
- 127. 3 Takeaways Understand data trends
- 129. Thank you!
First a little history
Слайд 66Read these
Web performance optimization
http://plotin.us/183sKv2
SEO site speed
http://plotin.us/12gKxOy
Слайд 77http://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
Слайд 78http://www.llbean.com/llb/shop/32865?page=double-l-jeans-natural-fit&catalogId=18
Self-referencing canonical tag points to non-canonical
Слайд 79Canonical crawl path
Navigation & internal links, external backlinks, canonical tags, XML
files all point to the same definitive URLs.
Слайд 81Self-referencing canonical tags
Annotations:
Pages 2-N annotated with rel prev, next
pages 2-N self-referencing
rel canonical
Слайд 82No self-referencing canonical with rel prev/next
~/pg3?src=nav1&sessID=9
Actual canonical: ~/pg3
Слайд 95Handling Expiring Products
301 to a related product or up a level
OR
just 404 the page (it’s OK)
Слайд 107PART 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
Слайд 108PART 6
Challenges
1. Know realities, set expectations
2. Craft titles for max CTR
3.
Use schema & authorship
4. Estimate lost data
