Optimize sitemaps for large e-commerce websites

Transcript

1. Οptimize sitemaps for
   large e-commerce
   websites
   Stevy Liakopoulou
   Search Magic
   Stevy Liakopoulou
   stevy.liakopoulou@gmail.com
   

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2. I HAVE A
   QUESTION
   #brightonseo
   

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3. #brightonseo
   

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4. #brightonseo
   

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5. TOP ERRORS
   01
   02
   03
   04
   05
   06
   07
   DISCOVERED-CURRENTLY NO INDEX
   PAGES THAT TURN TO 404
   NO CANONICAL TAGS
   LONG, COMPLEX URLS
   ORPHAN PAGES
   OUT OF STOCK PRODUCTS
   THIN CONTENT PAGES
   DUPLICATION
   #brightonseo
   

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7. CRAWL
   BUDGET
   MAIN GOALS
   #brightonseo
   

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8. NO INDEX
   PAGES
   CRAWL
   BUDGET
   MAIN GOALS
   #brightonseo
   

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9. DUPLICATION
   NO INDEX
   PAGES
   CRAWL
   BUDGET
   MAIN GOALS
   #brightonseo
   

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10. DUPLICATION
    NO INDEX
    PAGES
    CRAWL
    BUDGET
    ERRORS
    MAIN GOALS
    #brightonseo
    

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11. 1. HIERARCHY &
    ORGANIZATION
    #brightonseo
    

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12. GROUP
    URLS
    LOGICALLY
    #brightonseo
    

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13. GROUP
    URLS
    LOGICALLY
    SUBSITEMAPS
    #brightonseo
    

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14. GROUP
    URLS
    LOGICALLY
    SUBSITEMAPS LANGUAGES
    #brightonseo
    

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15. 2. INDEXATION
    DEBUGGING
    #brightonseo
    

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16. HYPOTHESIS
    100K PRODUCT PAGES
    5K CATEGORY PAGES
    20K SUB CATEGORY PAGES
    SITEMAP
    #brightonseo
    

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17. RESULTS
    50K INDEXED PAGES
    75K NO-INDEXED
    PAGES
    #brightonseo
    

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20. 75K NO INDEX
    PAGES
    WHAT TYPE OF PAGES
    ARE?
    BUT
    #brightonseo
    

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21. ΤYPES
    1.CATEGORIES + SUBCATEGORIES
    WITH 1 OR 0 PRODUCTS
    #brightonseo
    

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22. ΤYPES
    1.CATEGORIES + SUBCATEGORIES
    WITH 1 OR 0 PRODUCTS
    MERGE?
    REMOVE THE ZERO PRODUCT CATEGORIES?
    #brightonseo
    

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23. ΤYPES
    2. DUPLICATION
    #brightonseo
    

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24. NON-CANONICAL URLs
    #brightonseo
    #brightonseo
    

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25. DUPLICATE URL PATHS
    #brightonseo
    #brightonseo
    www.domain.com/cat1/cat2/cat3/women-skirt-1
    www.domain.com/cat1/cat2/cat3/women-skirt-2
    

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26. WWW vs. Non-WWW Urls
    #brightonseo
    #brightonseo
    www.domain.com/cat1/cat2/cat3/women-skirt-2
    domain.com/cat1/cat2/cat3/women-skirt-2
    

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27. UPPERCASE vs. LOWERCASE URLs
    #brightonseo
    #brightonseo
    www.domain.com/CAT1/cat2/cat3/women-skirt-2
    www.domain.com/cat1/cat2/cat3/women-skirt-2
    

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28. TRAILING SLASHES on URLs
    #brightonseo
    #brightonseo
    www.domain.com/cat1/cat2/cat3/women-skirt-2
    www.domain.com/cat1/cat2/cat3/women-
    skirt-2/
    

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29. ΤYPES
    3. PRODUCT PAGES WITH NO CONTENT
    #brightonseo
    

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30. ΤYPES
    3. PRODUCT PAGES WITH NO CONTENT
    4. PRODUCT PAGES WITH DUPLICATED
    CONTENT
    #brightonseo
    

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31. ΤYPES
    3. PRODUCT PAGES WITH NO CONTENT
    4. PRODUCT PAGES WITH DUPLICATED
    CONTENT
    5. PRODUCT PAGES WITH DESCRIPTION
    < 50 WORDS
    #brightonseo
    

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32. FUN FACT
    "GOOGLE CAN'T INDEX EVERYTHING ON
    THE WEB SO IT'S IMPORTANT TO BE
    SELECTIVE BY INDEXING ONLY THE
    CONTENT THAT MATTERS"
    l
    https://www.searchenginejournal.com/indexing-and-crawl-budget/462742/
    #brightonseo
    

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33. OPTIMIZE 1. DEFINE YOUR MOST
    IMPORTANT PRODUCTS
    AND MAKE MANUALLY
    OPTIMIZATIONS
    #brightonseo
    

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34. OPTIMIZE 2. NON- HIGH PRIORITY
    THIN CONTENT PRODUCT
    PAGES, TRY TO IMPROVE
    THEM OR NOINDEX THEM
    #brightonseo
    

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35. OPTIMIZE 3. ADD IN SITEMAP THE
    PREFERRED VERSIONS
    OF YOUR PAGES AND NOT
    THE ALTERNATES
    #brightonseo
    

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36. 3. OUT OF
    STOCK
    PRODUCTS
    #brightonseo
    

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37. "AND WHEN IT COMES TO THE REGULAR
    SEARCH RESULTS, IT CAN HAPPEN THAT
    WHEN WE SEE THAT SOMETHING IS OUT OF
    STOCK, WE WILL ASSUME IT’S MORE LIKE A
    SOFT 404 ERROR, WHERE WE WILL DROP
    THAT URL FROM THE SEARCH RESULTS AS
    WELL."
    John Mueller
    #brightonseo
    

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38. #brightonseo
    

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39. SCENARIO 1: PRODUCTS
    ARE PERMANENTLY OUT OF
    STOCK
    #brightonseo
    

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40. OPTIMIZATIONS
    IF RECEIVES TRAFFIC OR HAS
    BACKLINKS OR HAS RANKINGS
    #brightonseo
    

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41. OPTIMIZATIONS
    IF RECEIVES TRAFFIC OR HAS
    BACKLINKS OR HAS RANKINGS
    SET A 301 REDIRECTION
    REMOVE IT FROM SITEMAP
    REMOVE IT FROM PRODUCTS FEED
    1.
    2.
    3.
    #brightonseo
    

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42. OPTIMIZATIONS
    IF HAS NO TRAFFIC / BACKLINKS OR
    RANKINGS
    #brightonseo
    

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43. OPTIMIZATIONS
    IF HAS NO TRAFFIC / BACKLINKS OR
    RANKINGS
    SET A 410 HTTP STATUS
    REMOVE IT FROM SITEMAP
    REMOVE IT FROM PRODUCTS FEED
    1.
    2.
    3.
    #brightonseo
    

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44. OPTIMIZATIONS
    NO LINKS POINT TO REMOVED PRODUCT
    PAGES
    #brightonseo
    

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45. OPTIMIZATIONS
    REVIEW YOUR SITE FOR ANY
    REFERENCES TO REMOVED PRODUCTS
    #brightonseo
    

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46. SCENARIO 2: PRODUCTS
    ARE TEMPORARILY OUT
    OF STOCK
    #brightonseo
    

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47. IT'S ALL ABOUT
    USER EXPERIENCE
    #brightonseo
    

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48. ADD A PROPER SCHEMA MARKUP
    #brightonseo
    

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49. LINK OTHER RELATED
    PRODUCTS
    #brightonseo
    

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50. OPTION FOR SIGN UP
    NOTIFICATION WHEN THE
    PRODUCT IS BACK IN STOCK
    #brightonseo
    

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51. KEEP IT IN SITEMAP
    #brightonseo
    

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52. ELIMINATE LINKING TO THIS
    PRODUCT UNTIL IS AVAILABLE
    #brightonseo
    

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53. 4.PRODUCTS
    WITH MULTIPLE
    VARIATIONS
    #brightonseo
    

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54. CONSIDER
    CONSOLIDATING
    SIMILAR
    VARIATIONS
    UNDER ON
    PRODUCT ENTRY
    #brightonseo
    

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55. BIG ISSUE: DUPLICATION
    #brightonseo
    

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56. OPTIMIZATIONS
    2
    1.WHICH OF THE PRODUCT
    VARIATIONS:
    #brightonseo
    

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57. OPTIMIZATIONS
    1.WHICH OF THE PRODUCT
    VARIATIONS:
    MOST
    TRAFFIC
    MOST
    BACKLINKS
    IS BEST
    SELLER
    #brightonseo
    

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58. OPTIMIZATIONS
    2
    2. SET THIS PRODUCT AS A
    CANONICAL TAG FOR ALL THE
    OTHER VARIATIONS
    &
    ADD THIS VERSION TO
    SITEMAP
    #brightonseo
    

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59. OPTIMIZATIONS
    2
    3. ADD SCHEMA MARKUP TO
    POINT THE RELATIONSHIP
    BETWEEN DIFFERENT
    PRODUCT VARIATIONS
    #brightonseo
    

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60. OPTIMIZATIONS
    2
    4. REGULAR AUDITS
    #brightonseo
    

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61. OPTIMIZATIONS
    2
    4. REGULAR AUDITS
    ANALYZE THE PERFORMANCE OF
    VARIOUS PRODUCT VARIATIONS.
    #brightonseo
    

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62. 5. SEARCH
    RESULT PAGES
    #brightonseo
    

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63. DO NOT ADD
    THEM
    IN SITEMAP
    MAY CAUSE
    ISSUES
    #brightonseo
    

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64. DO NOT ADD
    THEM
    IN SITEMAP
    CONSIDER OF
    ADDING THEM
    MAY CAUSE
    ISSUES
    UNIQUE
    CONTENT
    #brightonseo
    

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65. THEY SHOUND NOT BE INDEXED
    HOWEVER
    EVALUATE YOUR ECOMMERCE INTERNAL
    SEARCH
    URLS FOR DEINDEXING
    #brightonseo
    

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66. 1.CHECK IN GA4 FOR PAGES THAT MAKE YOU
    MONEY
    IF THERE ARE SUCH PAGES
    OPTIMIZATIONS
    #brightonseo
    

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67. OPTIMIZATIONS
    2. ARE THEY 1-2% ΟF TOTAL REVENUE FROM
    ORGANIC SEARCH? IF ΥΕS
    #brightonseo
    

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68. OPTIMIZATIONS
    2. ARE THEY 1-2% ΟF TOTAL REVENUE FROM
    ORGANIC SEARCH? IF ΥΕS
    DE-INDEX THEM AND FOCUS ON
    OTHER SIMILAR PAGES
    #brightonseo
    

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69. OPTIMIZATIONS
    2. ARE THEY 1-2% ΟF TOTAL REVENUE FROM
    ORGANIC SEARCH? IF HIGHER THAN 1-2%
    #brightonseo
    

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70. OPTIMIZATIONS
    2. ARE THEY 1-2% ΟF TOTAL REVENUE FROM
    ORGANIC SEARCH? IF HIGHER THAN 1-2%
    CONTENT QUALITY ISSUES
    CRAWLABILITY ISSUES
    #brightonseo
    

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71. YOU MAY DECIDE TO KEEP THEM INDEXED
    IN THE UNLIKELY EVENT THEY’RE GETTING
    MORE ORGANIC TRAFFIC, REVENUE
    AND/OR CONVERSIONS.
    OR LAND ON A CUSTOM SOLUTION.
    #brightonseo
    

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72. 6. VIDEO
    SITEMAPS
    #brightonseo
    

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73. NOT BLOCKED IN ROBOTS.TXT
    #brightonseo
    

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74. REMOVE IRRELEVANT/OLD VIDEOS
    #brightonseo
    

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75. INCLUDE ALL THE RELEVANT META
    DATA
    #brightonseo
    

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76. 7. ERRORS
    #brightonseo
    

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77. REDIRECT 404 PAGES (IF WORTH IT).
    1.
    #brightonseo
    

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78. REDIRECT 404 PAGES (IF WORTH IT).
    REMOVE 3XX PAGES FROM SITEMAP
    1.
    2.
    #brightonseo
    

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79. REDIRECT 404 PAGES (IF WORTH IT).
    REMOVE 3XX PAGES FROM SITEMAP
    FIX THE 5XX ERRORS
    1.
    2.
    3.
    #brightonseo
    

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80. REDIRECT 404 PAGES (IF WORTHS IT).
    REMOVE 3XX PAGES FROM SITEMAP
    FIX THE 5XX ERRORS
    REVIEW SOFT 404 PAGES
    1.
    2.
    3.
    4.
    #brightonseo
    

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82. KEY TAKEAWAYS
    HIERARCHY & ORGANIZATION
    INDEXATION DEBUGGING
    OUT OF STOCK PRODUCTS
    PRODUCTS WITH MULTIPLE VARIATIONS
    SEARCH RESULT PAGES
    VIDEO SITEMAPS
    OTHER ERRORS
    #brightonseo
    

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83. THANK YOU FOR BEING HERE
    TODAY
    Talk to me
    Stevy Liakopoulou
    stevy.liakopoulou@gmail.com
    #brightonseo
    

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