BrightonSEO Autumn 21 - Achieve optimal indexing of your ecommerce filters with Merchstack

Throughout her career working on a number of eCommerce sites, Hanna has been trying to find a scalable and transparent way of indexing dynamic pages to reach maximum opportunity, without index bloat.
What’s clear is that proprietary platforms require a lot of customisation to get anywhere close and product data is often unreliable.
In this talk, Hanna will showcase a solution that is the result of 10 years of specialised learning across tech stacks.
Merchstack combines a remote team of best in class software engineers, product owners and designers; all turned SEO advocates. Merchstack is a headless solution that integrates with all major eCommerce platforms and solutions. It gives you full control and visibility at an attribute and category level to help make important decisions like which pages to make indexable, all the while using search volume as guidance. Optimise URL and metadata logic and track performance directly in the tool with GSC and GA integrations. Last but not least, Merchstack is fully portable; no more rebuilding your entire indexation strategy when the company decides to move platforms!

Transcript

1. Achieve optimal indexing of your ecommerce filters 
 
 Hanna Downs | Merchstack Inc. speakerdeck.com/hannam3rchst4ck @HannaMerchstack
2. ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS F a st F a cts Merchstack, Slingshot Organic, Discovering Therapy I live in Spain with my wife and 2 dogs Big mental health advocate Mornings 👀 🏡 🧠 👎
3. TAKING A STEP BACK M i n i mum knowledge cr i ter i a
4. To compete for org a n i c tr a ff i c , h a ve the r i ght p a ges ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS
5. It ’ s e a s i er to r a nk where there ’ s less compet i t i on Source : Semrush ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS
6. The “ longer t a i l ” a ttr a cts buyers , not browsers ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS
7. Not a ll tr a ff i c i s hum a n ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS
8. “ Pro j ect Index a t i on ”
9. C a reer T i mel i ne ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS
10. Pro j ect Index a t i on a t HoF ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS
11. Everyone ’ s h a v i ng a go now a d a ys ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS
12. Le a rn i ngs from mult i ple “ Pro j ect Index a t i ons ”
13. #1 Custom i s a t i on i s a lw a ys requ i red ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS
14. #2 EVERY t i me you move 🤑 ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS
15. #3 The opt i ons r a nge a ccord i ng to budget ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS
16. #4 There ’ s a huge d i sconnect between merch a nd i sers a nd SEOs ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS Im a ges from freep i k . com
17. #5 Content a utom a t i on i s a PITA to n a i l ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS
18. #6 Control a nd v i s i b i l i ty i s often l i m i ted ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS
19. #7 Issues often le a d to undes i r a ble outcomes ACHIEVE OPTIMAL INDEXING OF YOUR ECOMMERCE FILTERS “Hypercats” 
 that Rank 35% 65% Search Results Nada. Zip. Zero. “Hypercats” 
 that Drive Traffic 89% 11% > 50 Traffic Monthly < 50 to No Traffic Monthly Sources : Semrush , Scre a m i ng Frog
20. #8 It ’ s e a sy to le a ve revenue on the t a ble Opportunity 
 +$28m / year
21. Ach i eve opt i m a l i ndex i ng of your ecommerce f i lters us i ng Merchst a ck
22. Add & conf i gure your i ndex a ble a ttr i butes
23. Add your c a tegor i es
24. Set i ndex rules a t a n a ttr i bute level
25. Conf i gure your met a d a t a , h1 & URL rules
26. Set your thresholds
27. An a lyse opportun i ty before publ i sh i ng
28. Underst a nd perform a nce a fter publ i sh i ng
29. Prev i ew products a t a c a tegory level
30. Overr i de content a t a c a tegory level
31. Works w i th a ll of your loc a t i ons
32. Br i ng your te a ms together
33. T a ke Merchst a ck w i th you , to a ny pl a tform
34. M a ke i t r a i n
35. Th a nks for l i sten i ng 👤 Hanna Downs ＠ HannaMerchstack 
 ✉ hanna@merchstack.com