Auditing Indexability: Ecommerce Live

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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

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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

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Why is indexability important?

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1. Discoverability 2.Visibility 3.User Experience Directly links to revenue!

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Crawl queue Crawler Processing Render Queue Renderer Index URL HTML Rendered HTML URLs

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Ecommerce SEO has unique challenges 10,000s+ of pages to manage Similar content Seasonality and promotions Thin content

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…and then some! Product lifecycles CMS limitations and legacy debt Brand restrictions UX

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Search engines are unable to efficiently index Ecommerce websites

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Technical & Onpage changes can unlock revenue opportunity

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But we need to identify them to encourage indexing of valuable pages

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Should I use a checklist?

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Should I use a checklist? Absolutely*

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But not all Indexability issues are an easy ‘fix’ or ‘pass’

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‘What’s the value?’ The question we need to be asking is…

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So, where should we start? Define value Bucketing Known challenges 1 2 3

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Define value

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18,100 searches 10 searches

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18,100 searches 10,000 searches

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18,100 searches 10,000 searches 0 searches

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Bucketing PLPs 2,000,000 searches PDPs 1,00,000 searches

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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

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How to start identifying issues

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Run a sample crawl

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Navigating complex issues

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Faceted Navigation

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18,100 searches 10,000 searches 0 searches

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Consider: • Filter handling • x2 or more facet handling • x2 or more facets, same group handling • Noindex, Follow rules Understand the existing logic

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Out of Stocks

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site:https://www.libertylondon.com/ "Availability: Out of stock."

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https://www.libertylondon.com/uk/crystal- retinal-3-night-serum-30ml-000763560.html Medik8 retinal 3 (590 searches)

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No searches  https://www.libertylondon.com/uk/gloria- large-drum-lampshade-000728843.html

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Build a URL list Use a crawler to validate Define a process 1 3 2

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What about implementation?

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• 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/

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Wrapping up…

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Define value and bucket Identify the issues Size the impact & opportunity Collaborate Summary Crawl again! Crawl…

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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/

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Tune in for the next Session… Auditing Site Speed & Performance with Sophie Gibson 25 Feb, 4pm GMT (11am ET)

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Ashleigh Noad Senior SEO Consultant Thank you. /ashleigh-noad https://speakerdeck.com/ashnoad/auditing-indexability- ecommerce-live