Auditing Indexability: Ecommerce Live

Transcript

2. Ashleigh Noad Senior SEO Consultant Hi, I’m Ash! • Current Ecommerce & Enterprise SEO aficionado at Builtvisible • Former in-house Technical SEO at John Lewis • Loves talking about how to make SEO *happen* /ashleigh-noad
3. What will this session cover? • Why indexability is important for Ecommerce • How to start! • Common issues and solutions • Complex issues such as Out of Stock products and Faceted Navigations
4. Why is indexability important?
5. 1. Discoverability 2.Visibility 3.User Experience Directly links to revenue!
6. Crawl queue Crawler Processing Render Queue Renderer Index URL HTML Rendered HTML URLs
7. Ecommerce SEO has unique challenges 10,000s+ of pages to manage Similar content Seasonality and promotions Thin content
8. …and then some! Product lifecycles CMS limitations and legacy debt Brand restrictions UX
9. Search engines are unable to efficiently index Ecommerce websites
10. Technical & Onpage changes can unlock revenue opportunity
11. But we need to identify them to encourage indexing of valuable pages
12. Should I use a checklist?
13. Should I use a checklist? Absolutely*
14. But not all Indexability issues are an easy ‘fix’ or ‘pass’
15. ‘What’s the value?’ The question we need to be asking is…
16. So, where should we start? Define value Bucketing Known challenges 1 2 3
17. Define value
18. 18,100 searches 10 searches
19. 18,100 searches 10,000 searches
20. 18,100 searches 10,000 searches 0 searches
21. Bucketing PLPs 2,000,000 searches PDPs 1,00,000 searches
22. PLPs Category 1 1,000,000 searches PDPs Category 1 900,00 searches PLPs Category 2 1,000,000 searches PDPs Category 2 100,000 searches Bucketing
23. How to start identifying issues
24. Run a sample crawl
25. Navigating complex issues
26. Faceted Navigation
28. 18,100 searches 10,000 searches 0 searches
30. Consider: • Filter handling • x2 or more facet handling • x2 or more facets, same group handling • Noindex, Follow rules Understand the existing logic
34. Out of Stocks
35. site:https://www.libertylondon.com/ "Availability: Out of stock."
36. https://www.libertylondon.com/uk/crystal- retinal-3-night-serum-30ml-000763560.html Medik8 retinal 3 (590 searches)
37. No searches  https://www.libertylondon.com/uk/gloria- large-drum-lampshade-000728843.html
38. Build a URL list Use a crawler to validate Define a process 1 3 2
41. What about implementation?
42. • Identify the proper process • Provide a clear structure for tickets • Always talk in terms of page types / templates • Size up impact or opportunity • See appendix for resources! https://www.womenintechseo.com/knowledge/be-an-seo- chameleon/
43. Wrapping up…
44. Define value and bucket Identify the issues Size the impact & opportunity Collaborate Summary Crawl again! Crawl…
45. Resources Crawl budget • Large site owner’s guide to managing your crawl budget [Google] https://developers.google.com/search/docs/crawling- indexing/large-site-managing-crawl-budget • How Google renders Javascript (crawl budget) [Google] https://developers.google.com/search/docs/crawling- indexing/javascript/javascript-seo-basics Forecasting ROI • Forecasting ROI [Rasida Begum, Women in Tech SEO Conf, 2024] https://www.linkedin.com/posts/rasida-begum_how-to-calculate- return-on-investment-in-activity-7175551667730325504-BNsV/ Audit checklist • Moz SEO Audit checklist [Moz] https://moz.com/seo-audit- checklist Faceted navigation • Guide to faceted navigation [Emily Wassell, Sitebulb, 2024] https://sitebulb.com/resources/guides/guide-to-faceted- navigation-for-seo/ Out of Stocks • Critical & Common E-Commerce SEO issues [Aleyda Solis, 2021] https://www.aleydasolis.com/en/search-engine- optimization/ecommerce-seo-issues-how-to-fix/ Logfile analysis • Ultimate guide to log file analysis [Dan Butler, Builtvisible, 2014) https://builtvisible.com/log-file-analysis/ Getting buy-in • SEO MBA [Tom Critchlow, SEO MBA] https://newsletter.seomba.com/ • Be an SEO Chameleon: How to Get a ‘YES’ from Stakeholders [Ashleigh Noad, Women in Tech SEO, 2024] https://www.womenintechseo.com/knowledge/be-an-seo- chameleon/ • SEO implementation barriers [Lauren Noakes & James McKay, Builtvisible, 2023] https://builtvisible.com/seo-implementation- barriers-and-how-to-overcome-them/
46. Tune in for the next Session… Auditing Site Speed & Performance with Sophie Gibson 25 Feb, 4pm GMT (11am ET)
47. Ashleigh Noad Senior SEO Consultant Thank you. /ashleigh-noad https://speakerdeck.com/ashnoad/auditing-indexability- ecommerce-live