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.

Transcript

1. @badams #ecommlive @badams #ecommlive Winning in Ecommerce SEO Barry Adams Polemic Digital
2. @badams #ecommlive Ecommerce = ?
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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
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15. @badams #ecommlive Robots.txt Disallow Rules
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17. @badams #ecommlive 2. Indexer (Caffeine) Crawler Indexer Ranker
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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
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40. @badams #ecommlive Can you spot the ballerina among the flamingos?
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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 barry@polemicdigital.com www.polemicdigital.com www.linkedin.com/in/barryadams @polemicdigital @badams