Ecommerce SEO Pitfalls and Best Practices for Faceted Navigation
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Dave Naylor, founder of Bronco, gave a presentation on ecommerce SEO pitfalls at the BrightonSEO conference. He discussed many technical issues that can negatively impact search engine optimization for online stores, including improper use of facets, canonical tags, HTTPS implementation, and rel-canonical links. Naylor emphasized the importance of testing sites as search engine bots would see them to identify and address technical problems.
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Ecommerce SEO Pitfalls and Best Practices for Faceted Navigation
- 2. www.bronco.co.uk I founded Bronco in 2003 I’m a Technical On-Page SEO I started in this industry working in the Inkjet Cartridge ecommerce sector since then; I have worked in the Fashion, Holiday, Gifts, Cars, Bathrooms, Kitchen and pretty much everything else you can sell on the internet @bronco #BrightonSEO Dave Naylor
- 3. www.bronco.co.uk So many pitfalls what to cover Platform - Https – Keyword research – Product description – Urls – Canonicals Page speed – User generated content – Affiliates – Product variations – Reviews systems - Product feeds – Schema – Images – Ajax – Mobile Panda – Penguin - Hummingbird #BrightonSEO @bronco #BrightonSEO
- 4. www.bronco.co.uk Ecommerce SEO Pitfalls The problem was my starting point #BrightonSEO @bronco #BrightonSEO
- 5. www.bronco.co.uk Ecommerce SEO Pitfalls So I did what I normally do these days… @bronco #BrightonSEO
- 6. www.bronco.co.uk Ecommerce SEO pitfalls @bronco #BrightonSEO I pulled on my Under Armour and went and cleared my head…. But I could not get passed the fact that Brands got a massive pass in ecommerce So......
- 7. www.bronco.co.uk Big brands seem to be able to get away with lots of bad practices since Rankbrain and they are ranking for their products against best practices … but that’s changing slowly @bronco #BrightonSEO Mr.Big.com Business
- 8. www.bronco.co.uk #BrightonSEO @bronco #BrightonSEO I love Under Armour
- 9. www.bronco.co.uk @bronco #BrightonSEO I love Under Armour I have : UA Compression tops UA Shorts UA T-shirts
- 10. www.bronco.co.uk Men's Under Armour® Transform Yourself Superman Compression Shirt @bronco #BrightonSEO I love Under Armour
- 13. www.bronco.co.uk
- 15. www.bronco.co.uk @bronco #BrightonSEO Why was this page ranking : http://www.underamour.co.uk/en- gb/mens/tops/short-sleeve-shirts/ Over http://www.underarmour.co.uk/en- gb/compression/ Both pages had NO content and Javascript was only allowing 12 products indexed per page?
- 16. www.bronco.co.uk Google’s cache only shows 12 products, 9 dupes and the issue gets worse the rel-prev and next are setup wrong.
- 17. www.bronco.co.uk @bronco #BrightonSEO Why was this page ranking : http://www.underarmour.co.uk/en-gb/mens/tops/short-sleeve-shirts/ http://www.underarmour.co.uk/en-gb/mens/tops/short-sleeve-shirts/compression <link rel="canonical" href="http://www.underarmour.co.uk/en- gb/mens/tops/short-sleeve-shirts/" />
- 18. www.bronco.co.uk http://www.underarmour.co.uk/en-gb/mens-under-armour-transform-yourself-superman-compression-shirt/1273689.html @bronco #BrightonSEO Cough Cough Under Armour I’m a Large ;)
- 19. www.bronco.co.uk Can you imagine if you didn’t have a brand like Under Armour? #BrightonSEO @bronco #BrightonSEO Ok….
- 20. www.bronco.co.uk One representative URL for category page One representative URL for individual product page https://webmasters.googleblog.com/2014/02/faceted- navigation-best-and-5-of-worst.html #BrightonSEO @bronco #BrightonSEO Google Guidelines
- 21. www.bronco.co.uk @bronco #BrightonSEO Product Urls My rule of thumb is if your products will live in more than one category : www.mystore.co.uk/product else www.mystore.co.uk/category/product
- 22. www.bronco.co.uk Facet Search Pages: www.mystore.co.uk/category?facets www.mystore.co.uk/category#facets Canonical tags - /category else www.mystore.co.uk/category/facet Canonical tags - /category/facet @bronco #BrightonSEO Category Urls
- 23. www.bronco.co.uk GENDER – MENS, WOMENS, BOY, GIRL BRAND – UA, SKINS, NIKE PRODUCT TYPE – SHORTS, T-SHIRTS, ETC FIT – LOOSE, SLIM, FITTED, COMPRESSION COLOUR – BLACK, BLUE, RED SIZE – XL, L, M – 9, 10, 11 PRICE - £1-10, £10-50, £50-100 @bronco #BrightonSEO Human vs Bots
- 27. www.bronco.co.uk Don’t be Stupid @bronco #BrightonSEO For every url that is indexed by Google you will need : Content not just Products, unless you are A Big Brand
- 28. www.bronco.co.uk Making it work @bronco #BrightonSEO Facets are a powerful tool so use them wisely
- 29. www.bronco.co.uk Making it work @bronco #BrightonSEO
- 30. www.bronco.co.uk Making it work They only have 10,000 Products @bronco #BrightonSEO
- 31. www.bronco.co.uk Making it work They nly have 10,000 Products
- 32. www.bronco.co.uk Should I go HTTPS? @bronco #BrightonSEO https://webmasters.googleblog.com/2014/08/https-as-ranking-signal.html If it was as easy as Gary makes out why do we see posts like 36 - POINT CHECKLIST FOR A SUCCESSFUL HTTP TO HTTPS MIGRATION http://www.aleydasolis.com/en/search-engine-optimization/http-https-migration-checklist- google-docs/ Treat http to https like a rebrand
- 38. www.bronco.co.uk Too Clever? @bronco #BrightonSEO
- 39. www.bronco.co.uk Too Clever? @bronco #BrightonSEO
- 40. www.bronco.co.uk Take Aways @bronco #BrightonSEO Get a good technical SEO to look at your site! Failing that…check and check again as a HuBot. Faceted Search & Canonicals the biggest error made.