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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
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  1. @badams
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    Winning in Ecommerce SEO
    Barry Adams
    Polemic Digital

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    Ecommerce = ?

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    Web Search Engines
    Crawler Indexer Ranker

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    1. Crawler (Googlebot)
    Crawler Indexer Ranker

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    Faceted Navigation

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    12 types of shoes
    30 brands
    20 sizes
    X
    X

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    7200 different combinations
    X 5

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    36000 different pages
    X 11

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    396000

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    Robots.txt Disallow Rules

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    2. Indexer (Caffeine)
    Crawler Indexer Ranker

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    Image Ranking Factors
    product-image-01234567.jpg

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    Image Ranking Factors
    product-image-01234567.jpg
    inglot-brush-set.jpg

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    Image Ranking Factors
    alt="Inglot Makeup Brush Set" />

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    Image Ranking Factors
    Inglot Makeup Brush Set

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    Image Ranking Factors
    <br/>{<br/>"@context": "https://schema.org/",<br/>"@type": "Product",<br/>"name": "Inglot Makeup Brush Set",<br/>"image": "/img/inglot-brush-set.jpg",<br/>"description": "Inglot makeup is all about your creative freedom! …",<br/>"brand": "Inglot",<br/>"sku": "112344567789",<br/>"offers": {<br/>"@type": "Offer",<br/>"url": "https://websites.com/inglot/brush-set",<br/>"priceCurrency": "GBP",<br/>"price": "25",<br/>"availability": "https://schema.org/InStock"<br/>}<br/>}<br/>

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    Rich Results
    <br/>{<br/>"@context": "http://schema.org/",<br/>"@type": "Product",<br/>"name": "Acme Anvil",<br/>"mpn": "925872",<br/>"offers": {<br/>"@type": "Offer",<br/>"priceCurrency": "GBP",<br/>"price": "119.99",<br/>"availability": "http://schema.org/InStock",<br/>"aggregateRating": {<br/>"@type": "AggregateRating",<br/>"ratingValue": "4.8",<br/>"reviewCount": "12"<br/>}<br/>}<br/>

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    Rich Results
    https://www.slideshare.net/sandersal1/brightonseo-structured-data-by-alexis-sanders

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    https://technicalseo.com/tools/schema-markup-generator/

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    3. Ranker (Query Engine)
    Crawler Indexer Ranker

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    Links
    • Content alone is not enough to build authority.
    • Approximately 50%-60% of Google’s ranking
    algorithms are link-based.

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    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

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    So what’s a SEO to do?

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    What are people asking?
    https://answerthepublic.com/

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    https://www.bodycote.com/fictional-metals

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    Can you spot the ballerina among the flamingos?

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    Summarised…

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    1. Be More Crawlable

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    2. Write Better Content

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    3. Optimise Your Images

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    4. Use Structured Data

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    5. Earn Links

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    6. Be Different

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    Barry Adams
    ➢ Doing SEO since 1998
    ➢ Specialist in Technical SEO & News SEO
    ➢ Co-Chief Editor at StateofDigital.com
    ➢ Columnist for SearchEngineLand.com

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  56. @badams
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    Thank You
    [email protected]
    www.polemicdigital.com
    www.linkedin.com/in/barryadams
    @polemicdigital
    @badams

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