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Ecommerce SEO in 2023

Ecommerce SEO in 2023

Wayne Barker

December 21, 2022
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  1. Strategising Your
    eCommerce SEO
    For 2023

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  2. Hello!

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  3. Can we really look
    into the future?

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  6. Well, nope!

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  7. Let’s talk about a few
    things that can help
    you, though…

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  8. SEOs need to be
    INQUISITIVE

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  10. But it can get messy…

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  12. Activate your
    “problem solver self”

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  14. Looking backward &
    looking forward

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  15. 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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  16. 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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  17. 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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  18. “Look to the past or AND
    towards the future to
    inform our actions.”

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  19. What does Google say?

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  20. “Create great
    content”
    – Abridged,
    Google 2009

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  21. “Create great
    content”
    – Abridged,
    Google 2016

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  22. “Create great
    content & sites”
    – Abridged,
    Google 2022

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  23. “Create great
    content & sites”
    – Abridged,
    Google 2027

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  24. Content is
    EVERYTHING
    on a site

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  25. Looking Back

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  26. 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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  27. https://www.wired.com/2011/03/the-panda-that-hates-farms/

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  29. The clues are there

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  31. 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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  32. Matt Cutts, speaking at SMX
    Advanced 2012 conference, said:

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  33. The clues are there

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  35. Search Rater Quality Guidelines - 2013
    https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf

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  38. The clues are there

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  40. This last year has been
    MANIC

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  42. What these, Barker?

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  43. 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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  44. 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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  45. Can We Really Look Into
    The Future?

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  46. Google still wants to
    deliver QUALITY

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  47. We just have to
    up our game

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  48. SEO used to be easy

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  52. Brain + Eyes

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  53. Get outta those
    tools more and into
    the search results

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  54. Price Drop Rich Results
    https://brodieclark.com/little-known-rich-results-ecommerce/

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  55. Approx. Price Range Rich Results
    https://brodieclark.com/little-known-rich-results-ecommerce/

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  56. Delivery Price Rich Results
    https://brodieclark.com/little-known-rich-results-ecommerce/

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  57. Return Policy Rich Results
    https://brodieclark.com/little-known-rich-results-ecommerce/

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  58. Pros & Cons Rich Results
    https://brodieclark.com/little-known-rich-results-ecommerce/

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  59. Work Smarter,
    Not Harder

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  66. Make tools your friend
    not a crutch

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  70. Your brain and your
    eyes are the best tools

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  71. The clues are there

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  73. Don’t rely too much on
    the big tools

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  76. v

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  77. Search out the small
    guys doing good stuff

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  80. Speaking of AI

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  81. Is it going to be the
    death of the creative?

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  84. And I agree

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  90. It can be quite
    impressive

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  92. Should you be doing it?

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  96. AI + your brain is good

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  97. SEO is not an island

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  98. Everything
    is connected to your
    organic traffic

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  99. Everything
    has changed

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  100. But nothing
    has changed

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  101. Take nothing
    for granted

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  102. Be INQUISITIVE

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  103. Engage your eyes

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  104. Engage your brain

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  105. Be creative

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  106. And don’t listen to
    people who make
    predictions

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  107. And don’t listen to
    people who make
    predictions

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  108. Dave Trott taught me
    about experts

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  111. “People only listen to experts
    because it saves them having
    to take responsibility when
    things go wrong.”

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