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
2. I HAVE A QUESTION #brightonseo
3. #brightonseo
4. #brightonseo
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
7. CRAWL BUDGET MAIN GOALS #brightonseo
8. NO INDEX PAGES CRAWL BUDGET MAIN GOALS #brightonseo
9. DUPLICATION NO INDEX PAGES CRAWL BUDGET MAIN GOALS #brightonseo
10. DUPLICATION NO INDEX PAGES CRAWL BUDGET ERRORS MAIN GOALS #brightonseo
11. 1. HIERARCHY & ORGANIZATION #brightonseo
12. GROUP URLS LOGICALLY #brightonseo
13. GROUP URLS LOGICALLY SUBSITEMAPS #brightonseo
14. GROUP URLS LOGICALLY SUBSITEMAPS LANGUAGES #brightonseo
15. 2. INDEXATION DEBUGGING #brightonseo
16. HYPOTHESIS 100K PRODUCT PAGES 5K CATEGORY PAGES 20K SUB CATEGORY PAGES SITEMAP #brightonseo
17. RESULTS 50K INDEXED PAGES 75K NO-INDEXED PAGES #brightonseo
20. 75K NO INDEX PAGES WHAT TYPE OF PAGES ARE? BUT #brightonseo
21. ΤYPES 1.CATEGORIES + SUBCATEGORIES WITH 1 OR 0 PRODUCTS #brightonseo
22. ΤYPES 1.CATEGORIES + SUBCATEGORIES WITH 1 OR 0 PRODUCTS MERGE? REMOVE THE ZERO PRODUCT CATEGORIES? #brightonseo
23. ΤYPES 2. DUPLICATION #brightonseo
24. NON-CANONICAL URLs #brightonseo #brightonseo
25. DUPLICATE URL PATHS #brightonseo #brightonseo www.domain.com/cat1/cat2/cat3/women-skirt-1 www.domain.com/cat1/cat2/cat3/women-skirt-2
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
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
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/
29. ΤYPES 3. PRODUCT PAGES WITH NO CONTENT #brightonseo
30. ΤYPES 3. PRODUCT PAGES WITH NO CONTENT 4. PRODUCT PAGES WITH DUPLICATED CONTENT #brightonseo
31. ΤYPES 3. PRODUCT PAGES WITH NO CONTENT 4. PRODUCT PAGES WITH DUPLICATED CONTENT 5. PRODUCT PAGES WITH DESCRIPTION < 50 WORDS #brightonseo
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
33. OPTIMIZE 1. DEFINE YOUR MOST IMPORTANT PRODUCTS AND MAKE MANUALLY OPTIMIZATIONS #brightonseo
34. OPTIMIZE 2. NON- HIGH PRIORITY THIN CONTENT PRODUCT PAGES, TRY TO IMPROVE THEM OR NOINDEX THEM #brightonseo
35. OPTIMIZE 3. ADD IN SITEMAP THE PREFERRED VERSIONS OF YOUR PAGES AND NOT THE ALTERNATES #brightonseo
36. 3. OUT OF STOCK PRODUCTS #brightonseo
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
38. #brightonseo
39. SCENARIO 1: PRODUCTS ARE PERMANENTLY OUT OF STOCK #brightonseo
40. OPTIMIZATIONS IF RECEIVES TRAFFIC OR HAS BACKLINKS OR HAS RANKINGS #brightonseo
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
42. OPTIMIZATIONS IF HAS NO TRAFFIC / BACKLINKS OR RANKINGS #brightonseo
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
44. OPTIMIZATIONS NO LINKS POINT TO REMOVED PRODUCT PAGES #brightonseo
45. OPTIMIZATIONS REVIEW YOUR SITE FOR ANY REFERENCES TO REMOVED PRODUCTS #brightonseo
46. SCENARIO 2: PRODUCTS ARE TEMPORARILY OUT OF STOCK #brightonseo
47. IT'S ALL ABOUT USER EXPERIENCE #brightonseo
48. ADD A PROPER SCHEMA MARKUP #brightonseo
49. LINK OTHER RELATED PRODUCTS #brightonseo
50. OPTION FOR SIGN UP NOTIFICATION WHEN THE PRODUCT IS BACK IN STOCK #brightonseo
51. KEEP IT IN SITEMAP #brightonseo
52. ELIMINATE LINKING TO THIS PRODUCT UNTIL IS AVAILABLE #brightonseo
53. 4.PRODUCTS WITH MULTIPLE VARIATIONS #brightonseo
54. CONSIDER CONSOLIDATING SIMILAR VARIATIONS UNDER ON PRODUCT ENTRY #brightonseo
55. BIG ISSUE: DUPLICATION #brightonseo
56. OPTIMIZATIONS 2 1.WHICH OF THE PRODUCT VARIATIONS: #brightonseo
57. OPTIMIZATIONS 1.WHICH OF THE PRODUCT VARIATIONS: MOST TRAFFIC MOST BACKLINKS IS BEST SELLER #brightonseo
58. OPTIMIZATIONS 2 2. SET THIS PRODUCT AS A CANONICAL TAG FOR ALL THE OTHER VARIATIONS & ADD THIS VERSION TO SITEMAP #brightonseo
59. OPTIMIZATIONS 2 3. ADD SCHEMA MARKUP TO POINT THE RELATIONSHIP BETWEEN DIFFERENT PRODUCT VARIATIONS #brightonseo
60. OPTIMIZATIONS 2 4. REGULAR AUDITS #brightonseo
61. OPTIMIZATIONS 2 4. REGULAR AUDITS ANALYZE THE PERFORMANCE OF VARIOUS PRODUCT VARIATIONS. #brightonseo
62. 5. SEARCH RESULT PAGES #brightonseo
63. DO NOT ADD THEM IN SITEMAP MAY CAUSE ISSUES #brightonseo
64. DO NOT ADD THEM IN SITEMAP CONSIDER OF ADDING THEM MAY CAUSE ISSUES UNIQUE CONTENT #brightonseo
65. THEY SHOUND NOT BE INDEXED HOWEVER EVALUATE YOUR ECOMMERCE INTERNAL SEARCH URLS FOR DEINDEXING #brightonseo
66. 1.CHECK IN GA4 FOR PAGES THAT MAKE YOU MONEY IF THERE ARE SUCH PAGES OPTIMIZATIONS #brightonseo
67. OPTIMIZATIONS 2. ARE THEY 1-2% ΟF TOTAL REVENUE FROM ORGANIC SEARCH? IF ΥΕS #brightonseo
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
69. OPTIMIZATIONS 2. ARE THEY 1-2% ΟF TOTAL REVENUE FROM ORGANIC SEARCH? IF HIGHER THAN 1-2% #brightonseo
70. OPTIMIZATIONS 2. ARE THEY 1-2% ΟF TOTAL REVENUE FROM ORGANIC SEARCH? IF HIGHER THAN 1-2% CONTENT QUALITY ISSUES CRAWLABILITY ISSUES #brightonseo
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
72. 6. VIDEO SITEMAPS #brightonseo
73. NOT BLOCKED IN ROBOTS.TXT #brightonseo
74. REMOVE IRRELEVANT/OLD VIDEOS #brightonseo
75. INCLUDE ALL THE RELEVANT META DATA #brightonseo
76. 7. ERRORS #brightonseo
77. REDIRECT 404 PAGES (IF WORTH IT). 1. #brightonseo
78. REDIRECT 404 PAGES (IF WORTH IT). REMOVE 3XX PAGES FROM SITEMAP 1. 2. #brightonseo
79. REDIRECT 404 PAGES (IF WORTH IT). REMOVE 3XX PAGES FROM SITEMAP FIX THE 5XX ERRORS 1. 2. 3. #brightonseo
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
82. KEY TAKEAWAYS HIERARCHY & ORGANIZATION INDEXATION DEBUGGING OUT OF STOCK PRODUCTS PRODUCTS WITH MULTIPLE VARIATIONS SEARCH RESULT PAGES VIDEO SITEMAPS OTHER ERRORS #brightonseo
83. THANK YOU FOR BEING HERE TODAY Talk to me Stevy Liakopoulou stevy.liakopoulou@gmail.com #brightonseo