Ecommerce SEO in 2023

Transcript

1. Strategising Your
   eCommerce SEO
   For 2023
   

   View Slide

2. Hello!
   

   View Slide

3. Can we really look
   into the future?
   

   View Slide

4. View Slide

5. View Slide

6. Well, nope!
   

   View Slide

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

   View Slide

8. SEOs need to be
   INQUISITIVE
   

   View Slide

9. View Slide

10. But it can get messy…
    

    View Slide

11. View Slide

12. Activate your
    “problem solver self”
    

    View Slide

13. View Slide

14. Looking backward &
    looking forward
    

    View Slide

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.”
    

    View Slide

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.”
    

    View Slide

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.”
    

    View Slide

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

    View Slide

19. What does Google say?
    

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

24. Content is
    EVERYTHING
    on a site
    

    View Slide

25. Looking Back
    

    View Slide

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
    

    View Slide

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

    View Slide

28. View Slide

29. The clues are there
    

    View Slide

30. View Slide

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
    

    View Slide

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

    View Slide

33. The clues are there
    

    View Slide

34. View Slide

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

    View Slide

36. View Slide

37. View Slide

38. The clues are there
    

    View Slide

39. View Slide

40. This last year has been
    MANIC
    

    View Slide

41. View Slide

42. What these, Barker?
    

    View Slide

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
    

    View Slide

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
    

    View Slide

45. Can We Really Look Into
    The Future?
    

    View Slide

46. Google still wants to
    deliver QUALITY
    

    View Slide

47. We just have to
    up our game
    

    View Slide

48. SEO used to be easy
    

    View Slide

49. View Slide

50. View Slide

51. View Slide

52. Brain + Eyes
    

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

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

    View Slide

59. Work Smarter,
    Not Harder
    

    View Slide

60. View Slide

61. View Slide

62. View Slide

63. View Slide

64. View Slide

65. View Slide

66. Make tools your friend
    not a crutch
    

    View Slide

67. View Slide

68. View Slide

69. View Slide

70. Your brain and your
    eyes are the best tools
    

    View Slide

71. The clues are there
    

    View Slide

72. View Slide

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

    View Slide

74. View Slide

75. View Slide

76. v
    

    View Slide

77. Search out the small
    guys doing good stuff
    

    View Slide

78. View Slide

79. View Slide

80. Speaking of AI
    

    View Slide

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

    View Slide

82. View Slide

83. View Slide

84. And I agree
    

    View Slide

85. View Slide

86. View Slide

87. View Slide

88. View Slide

89. View Slide

90. It can be quite
    impressive
    

    View Slide

91. View Slide

92. Should you be doing it?
    

    View Slide

93. View Slide

94. View Slide

95. View Slide

96. AI + your brain is good
    

    View Slide

97. SEO is not an island
    

    View Slide

98. Everything
    is connected to your
    organic traffic
    

    View Slide

99. Everything
    has changed
    

    View Slide

100. But nothing
     has changed
     

     View Slide

101. Take nothing
     for granted
     

     View Slide

102. Be INQUISITIVE
     

     View Slide

103. Engage your eyes
     

     View Slide

104. Engage your brain
     

     View Slide

105. Be creative
     

     View Slide

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

     View Slide

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

     View Slide

108. Dave Trott taught me
     about experts
     

     View Slide

109. View Slide

110. View Slide

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

     View Slide

112. View Slide

113. View Slide