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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

  2. Hello!

  3. Can we really look into the future?

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  6. Well, nope!

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

  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

  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/

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

  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?

  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

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  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

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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

  71. The clues are there

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

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  77. Search out the small guys doing good stuff

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  80. Speaking of AI

  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

  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


  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

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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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