Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Winning in eCommerce SEO

Winning in eCommerce SEO

Slides from my talk at the eComm.Live event in May 2019 where I spoke about the key tactics to succeed in SEO for ecommerce.

Barry Adams

May 02, 2019
Tweet

More Decks by Barry Adams

Other Decks in Marketing & SEO

Transcript

  1. @badams #ecommlive @badams #ecommlive Winning in Ecommerce SEO Barry Adams

    Polemic Digital
  2. @badams #ecommlive Ecommerce = ?

  3. @badams #ecommlive

  4. @badams #ecommlive

  5. @badams #ecommlive

  6. @badams #ecommlive

  7. @badams #ecommlive Web Search Engines Crawler Indexer Ranker

  8. @badams #ecommlive 1. Crawler (Googlebot) Crawler Indexer Ranker

  9. @badams #ecommlive Faceted Navigation

  10. @badams #ecommlive 12 types of shoes 30 brands 20 sizes

    X X
  11. @badams #ecommlive 7200 different combinations X 5

  12. @badams #ecommlive 36000 different pages X 11

  13. @badams #ecommlive 396000

  14. @badams #ecommlive

  15. @badams #ecommlive Robots.txt Disallow Rules

  16. @badams #ecommlive

  17. @badams #ecommlive 2. Indexer (Caffeine) Crawler Indexer Ranker

  18. @badams #ecommlive

  19. @badams #ecommlive

  20. @badams #ecommlive

  21. @badams #ecommlive

  22. @badams #ecommlive

  23. @badams #ecommlive

  24. @badams #ecommlive Image Ranking Factors product-image-01234567.jpg

  25. @badams #ecommlive Image Ranking Factors product-image-01234567.jpg inglot-brush-set.jpg

  26. @badams #ecommlive Image Ranking Factors <img src="/img/inglot-brush-set.jpg" alt="Inglot Makeup Brush

    Set" />
  27. @badams #ecommlive Image Ranking Factors Inglot Makeup Brush Set

  28. @badams #ecommlive Image Ranking Factors <script type="application/ld+json"> { "@context": "https://schema.org/",

    "@type": "Product", "name": "Inglot Makeup Brush Set", "image": "/img/inglot-brush-set.jpg", "description": "Inglot makeup is all about your creative freedom! …", "brand": "Inglot", "sku": "112344567789", "offers": { "@type": "Offer", "url": "https://websites.com/inglot/brush-set", "priceCurrency": "GBP", "price": "25", "availability": "https://schema.org/InStock" } } </script>
  29. @badams #ecommlive Rich Results <script type="application/ld+json"> { "@context": "http://schema.org/", "@type":

    "Product", "name": "Acme Anvil", "mpn": "925872", "offers": { "@type": "Offer", "priceCurrency": "GBP", "price": "119.99", "availability": "http://schema.org/InStock", "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.8", "reviewCount": "12" } } </script>
  30. @badams #ecommlive Rich Results https://www.slideshare.net/sandersal1/brightonseo-structured-data-by-alexis-sanders

  31. @badams #ecommlive https://technicalseo.com/tools/schema-markup-generator/

  32. @badams #ecommlive 3. Ranker (Query Engine) Crawler Indexer Ranker

  33. @badams #ecommlive Links • Content alone is not enough to

    build authority. • Approximately 50%-60% of Google’s ranking algorithms are link-based.
  34. @badams #ecommlive But… Google doesn’t like linkbuilding “Any links intended

    to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.” Source: http://bada.ms/googleguidelines
  35. @badams #ecommlive So what’s a SEO to do?

  36. @badams #ecommlive What are people asking? https://answerthepublic.com/

  37. @badams #ecommlive https://www.bodycote.com/fictional-metals

  38. @badams #ecommlive

  39. @badams #ecommlive

  40. @badams #ecommlive Can you spot the ballerina among the flamingos?

  41. @badams #ecommlive

  42. @badams #ecommlive

  43. @badams #ecommlive

  44. @badams #ecommlive

  45. @badams #ecommlive

  46. @badams #ecommlive

  47. @badams #ecommlive

  48. @badams #ecommlive @badams #ecommlive Summarised…

  49. @badams #ecommlive @badams #ecommlive 1. Be More Crawlable

  50. @badams #ecommlive @badams #ecommlive 2. Write Better Content

  51. @badams #ecommlive @badams #ecommlive 3. Optimise Your Images

  52. @badams #ecommlive @badams #ecommlive 4. Use Structured Data

  53. @badams #ecommlive @badams #ecommlive 5. Earn Links

  54. @badams #ecommlive @badams #ecommlive 6. Be Different

  55. @badams #ecommlive Barry Adams ➢ Doing SEO since 1998 ➢

    Specialist in Technical SEO & News SEO ➢ Co-Chief Editor at StateofDigital.com ➢ Columnist for SearchEngineLand.com
  56. @badams #ecommlive @badams #ecommlive Thank You [email protected] www.polemicdigital.com www.linkedin.com/in/barryadams @polemicdigital

    @badams