Ecommerce SEO in 2023

Transcript

1. Strategising Your eCommerce SEO For 2023
2. Hello!
3. Can we really look into the future?
6. Well, nope!
7. Let’s talk about a few things that can help you, though…
8. SEOs need to be INQUISITIVE
10. But it can get messy…
12. Activate your “problem solver self”
14. Looking backward & looking forward
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.”
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.”
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.”
18. “Look to the past or AND towards the future to inform our actions.”
19. What does Google say?
20. “Create great content” – Abridged, Google 2009
21. “Create great content” – Abridged, Google 2016
22. “Create great content & sites” – Abridged, Google 2022
23. “Create great content & sites” – Abridged, Google 2027
24. Content is EVERYTHING on a site
25. Looking Back
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
27. https://www.wired.com/2011/03/the-panda-that-hates-farms/
29. The clues are there
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
32. Matt Cutts, speaking at SMX Advanced 2012 conference, said:
33. The clues are there
35. Search Rater Quality Guidelines - 2013 https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf
38. The clues are there
40. This last year has been MANIC
42. What these, Barker?
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
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
45. Can We Really Look Into The Future?
46. Google still wants to deliver QUALITY
47. We just have to up our game
48. SEO used to be easy
52. Brain + Eyes
53. Get outta those tools more and into the search results
54. Price Drop Rich Results https://brodieclark.com/little-known-rich-results-ecommerce/
55. Approx. Price Range Rich Results https://brodieclark.com/little-known-rich-results-ecommerce/
56. Delivery Price Rich Results https://brodieclark.com/little-known-rich-results-ecommerce/
57. Return Policy Rich Results https://brodieclark.com/little-known-rich-results-ecommerce/
58. Pros & Cons Rich Results https://brodieclark.com/little-known-rich-results-ecommerce/
59. Work Smarter, Not Harder
66. Make tools your friend not a crutch
70. Your brain and your eyes are the best tools
71. The clues are there
73. Don’t rely too much on the big tools
76. v
77. Search out the small guys doing good stuff
80. Speaking of AI
81. Is it going to be the death of the creative?
84. And I agree
90. It can be quite impressive
92. Should you be doing it?
96. AI + your brain is good
97. SEO is not an island
98. Everything is connected to your organic traffic
99. Everything has changed
100. But nothing has changed
101. Take nothing for granted
102. Be INQUISITIVE
103. Engage your eyes
104. Engage your brain
105. Be creative
106. And don’t listen to people who make predictions
107. And don’t listen to people who make predictions
108. Dave Trott taught me about experts
111. “People only listen to experts because it saves them having to take responsibility when things go wrong.”