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Strategising Your
eCommerce SEO
For 2023
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Hello!
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Can we really look
into the future?
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Well, nope!
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Let’s talk about a few
things that can help
you, though…
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SEOs need to be
INQUISITIVE
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But it can get messy…
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Activate your
“problem solver self”
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Looking backward &
looking forward
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Looking Backward
“The normal response to the looking backward
scenario – where we have no idea what to do – is
to start thinking about what might happen, using
the language we have learned to imagine the
possibilities playing out. This response is drawn
from past experiences we have already made
some sense of by putting them into words.”
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Looking Forward
“The normal response to the looking forward
scenario – not knowing which path, from
several, to take – is to imagine where each
choice of action will lead us. This is a more
pro-active stance, made more complicated
the more choices there are.”
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The Present
“The present is entirely ephemeral if we
immediately act to change our position in the
world, but if we don’t for one reason or
another, we learn either to look to the past or
towards the future to inform our actions.”
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“Look to the past or AND
towards the future to
inform our actions.”
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What does Google say?
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“Create great
content”
– Abridged,
Google 2009
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“Create great
content”
– Abridged,
Google 2016
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“Create great
content & sites”
– Abridged,
Google 2022
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“Create great
content & sites”
– Abridged,
Google 2027
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Content is
EVERYTHING
on a site
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Looking Back
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Panda: 2011 – 2021
• 28 known updates
• Was the first big step to assessing
content quality
• Wasn’t about word count or UGC
• Content farms were hit
• Nothing to do with duplicate content
• First time (I think) human
aggregation used
• Now completely embedded
in the main algorithm
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https://www.wired.com/2011/03/the-panda-that-hates-farms/
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The clues are there
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Penguin: 2012 – 2016
• Maybe 10 iterations
• Targeted poor quality links
• Specifically link schemes
• Cos more links = more rankings
• Only looked at incoming links not
outgoing
• Could be part of a site, not
necessarily all
• Is now baked into the algorithm
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Matt Cutts, speaking at SMX
Advanced 2012 conference, said:
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The clues are there
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Search Rater Quality Guidelines - 2013
https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf
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The clues are there
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This last year has been
MANIC
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What these, Barker?
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Core Updates: 2018? – Forever
• Larger scale broad changes to the algorithm
• Often cause a lot of shifting around in the search
results
• Centred around the content of the quality
• We have seen time and time again that UX and site
design is important
• It comes down to offering value
• Google likens it to TV show recommendations, they
don’t stay static - what you suggest this year might
be different the next
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Helpful Content Update
– September 2022
• A sitewide signal targeting sites that have a
high % unsatisfying content
• Goes after AI generated content
• Google wants to show “people first
content not search engine first content”
• It didn’t have much of an impact but the
classifiers have been laid
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Can We Really Look Into
The Future?
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Google still wants to
deliver QUALITY
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We just have to
up our game
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SEO used to be easy
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Brain + Eyes
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Get outta those
tools more and into
the search results
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Price Drop Rich Results
https://brodieclark.com/little-known-rich-results-ecommerce/
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Approx. Price Range Rich Results
https://brodieclark.com/little-known-rich-results-ecommerce/
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Delivery Price Rich Results
https://brodieclark.com/little-known-rich-results-ecommerce/
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Return Policy Rich Results
https://brodieclark.com/little-known-rich-results-ecommerce/
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Pros & Cons Rich Results
https://brodieclark.com/little-known-rich-results-ecommerce/
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Work Smarter,
Not Harder
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Make tools your friend
not a crutch
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Your brain and your
eyes are the best tools
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The clues are there
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Don’t rely too much on
the big tools
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v
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Search out the small
guys doing good stuff
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Speaking of AI
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Is it going to be the
death of the creative?
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And I agree
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It can be quite
impressive
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Should you be doing it?
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AI + your brain is good
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SEO is not an island
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Everything
is connected to your
organic traffic
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Everything
has changed
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But nothing
has changed
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Take nothing
for granted
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Be INQUISITIVE
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Engage your eyes
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Engage your brain
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Be creative
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And don’t listen to
people who make
predictions
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And don’t listen to
people who make
predictions
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Dave Trott taught me
about experts
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“People only listen to experts
because it saves them having
to take responsibility when
things go wrong.”
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