Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Ecommerce SEO in 2023

Ecommerce SEO in 2023

Wayne Barker

December 21, 2022
Tweet

More Decks by Wayne Barker

Other Decks in Marketing & SEO

Transcript

  1. Strategising Your
    eCommerce SEO
    For 2023

    View full-size slide

  2. Can we really look
    into the future?

    View full-size slide

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

    View full-size slide

  4. SEOs need to be
    INQUISITIVE

    View full-size slide

  5. But it can get messy…

    View full-size slide

  6. Activate your
    “problem solver self”

    View full-size slide

  7. Looking backward &
    looking forward

    View full-size slide

  8. 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.”

    View full-size slide

  9. 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.”

    View full-size slide

  10. 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.”

    View full-size slide

  11. “Look to the past or AND
    towards the future to
    inform our actions.”

    View full-size slide

  12. What does Google say?

    View full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

  17. Content is
    EVERYTHING
    on a site

    View full-size slide

  18. Looking Back

    View full-size slide

  19. 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

    View full-size slide

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

    View full-size slide

  21. The clues are there

    View full-size slide

  22. 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

    View full-size slide

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

    View full-size slide

  24. The clues are there

    View full-size slide

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

    View full-size slide

  26. The clues are there

    View full-size slide

  27. This last year has been
    MANIC

    View full-size slide

  28. What these, Barker?

    View full-size slide

  29. 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

    View full-size slide

  30. 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

    View full-size slide

  31. Can We Really Look Into
    The Future?

    View full-size slide

  32. Google still wants to
    deliver QUALITY

    View full-size slide

  33. We just have to
    up our game

    View full-size slide

  34. SEO used to be easy

    View full-size slide

  35. Brain + Eyes

    View full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

  42. Work Smarter,
    Not Harder

    View full-size slide

  43. Make tools your friend
    not a crutch

    View full-size slide

  44. Your brain and your
    eyes are the best tools

    View full-size slide

  45. The clues are there

    View full-size slide

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

    View full-size slide

  47. Search out the small
    guys doing good stuff

    View full-size slide

  48. Speaking of AI

    View full-size slide

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

    View full-size slide

  50. It can be quite
    impressive

    View full-size slide

  51. Should you be doing it?

    View full-size slide

  52. AI + your brain is good

    View full-size slide

  53. SEO is not an island

    View full-size slide

  54. Everything
    is connected to your
    organic traffic

    View full-size slide

  55. Everything
    has changed

    View full-size slide

  56. But nothing
    has changed

    View full-size slide

  57. Take nothing
    for granted

    View full-size slide

  58. Be INQUISITIVE

    View full-size slide

  59. Engage your eyes

    View full-size slide

  60. Engage your brain

    View full-size slide

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

    View full-size slide

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

    View full-size slide

  63. Dave Trott taught me
    about experts

    View full-size slide

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

    View full-size slide