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@davenaylor@broncowww.bronco.co.uk
Dave Naylor
#BrightonSEO 2016
Ecommerce SEO Pitfalls
www.bronco.co.uk
I founded Bronco in 2003 I’m a Technical On-Page SEO
I started in this industry working in the Inkjet Cartridge ecommerce sector since then;
I have worked in the Fashion, Holiday, Gifts, Cars, Bathrooms, Kitchen and pretty much everything else you can sell on the internet
@bronco #BrightonSEO
Dave Naylor
www.bronco.co.uk
So many pitfalls what to cover
Platform - Https – Keyword research – Product description – Urls – Canonicals Page speed – User generated content – Affiliates – Product variations – Reviews systems - Product feeds – Schema – Images – Ajax – Mobile
Panda – Penguin - Hummingbird #BrightonSEO
@bronco #BrightonSEO
www.bronco.co.uk
Ecommerce SEO Pitfalls
The problem was mystarting point
#BrightonSEO
@bronco #BrightonSEO
www.bronco.co.uk
Ecommerce SEO Pitfalls
So I did what I normally do these days…
@bronco #BrightonSEO
www.bronco.co.uk
Ecommerce SEO pitfalls
@bronco #BrightonSEO
I pulled on my Under Armour and went and cleared my head….But I could not get passed the fact that Brands got a massive pass in ecommerce So......
www.bronco.co.uk
Big brands seem to be able to get away with lots of bad practices since Rankbrain and they are ranking for their products against best practices … but that’s changing slowly
@bronco #BrightonSEOMr.Big.com Business
www.bronco.co.uk
#BrightonSEO
@bronco #BrightonSEOI love Under Armour
www.bronco.co.uk
@bronco #BrightonSEOI love Under Armour
I have :UA Compression topsUA ShortsUA T-shirts
www.bronco.co.uk
Men's Under Armour® Transform Yourself Superman Compression Shirt
@bronco #BrightonSEOI love Under Armour
www.bronco.co.uk
@bronco #BrightonSEOUnder Armour
www.bronco.co.uk
@bronco #BrightonSEOThat’s not right
www.bronco.co.uk
www.bronco.co.uk#BrightonSEO
http://www.underarmour.co.uk/en-gb/compression/
www.bronco.co.uk
@bronco #BrightonSEO
Why was this page ranking :http://www.underamour.co.uk/en-gb/mens/tops/short-sleeve-shirts/
Over http://www.underarmour.co.uk/en-gb/compression/
Both pages had NO content and Javascript was only allowing 12 products indexed per page?
www.bronco.co.uk
Google’s cache only shows 12 products, 9 dupes and the issue gets worse the rel-prev and next are setup wrong.
www.bronco.co.uk
@bronco #BrightonSEO
Why was this page ranking :http://www.underarmour.co.uk/en-gb/mens/tops/short-sleeve-shirts/
http://www.underarmour.co.uk/en-gb/mens/tops/short-sleeve-shirts/compression
<link rel="canonical" href="http://www.underarmour.co.uk/en-gb/mens/tops/short-sleeve-shirts/" />
www.bronco.co.uk
http://www.underarmour.co.uk/en-gb/mens-under-armour-transform-yourself-superman-compression-shirt/1273689.html
@bronco #BrightonSEO
Cough Cough Under Armour I’m a Large ;)
www.bronco.co.uk
Can you imagine if you didn’t have a brand like Under Armour?
#BrightonSEO
@bronco #BrightonSEOOk….
www.bronco.co.uk
One representative URL for category page
One representative URL for individual product page
https://webmasters.googleblog.com/2014/02/faceted-navigation-best-and-5-of-worst.html
#BrightonSEO
@bronco #BrightonSEOGoogle Guidelines
www.bronco.co.uk
@bronco #BrightonSEOProduct Urls
My rule of thumb is if your products will live in more than one category :www.mystore.co.uk/productelsewww.mystore.co.uk/category/product
www.bronco.co.uk
Facet Search Pages:www.mystore.co.uk/category?facets www.mystore.co.uk/category#facetsCanonical tags - /categoryelsewww.mystore.co.uk/category/facetCanonical tags - /category/facet
@bronco #BrightonSEOCategory Urls
www.bronco.co.uk
GENDER – MENS, WOMENS, BOY, GIRL BRAND – UA, SKINS, NIKEPRODUCT TYPE – SHORTS, T-SHIRTS, ETCFIT – LOOSE, SLIM, FITTED, COMPRESSIONCOLOUR – BLACK, BLUE, REDSIZE – XL, L, M – 9, 10, 11 PRICE - £1-10, £10-50, £50-100
@bronco #BrightonSEOHuman vs Bots
www.bronco.co.uk
@bronco #BrightonSEO
GENDERBRAND PRODUCT TYPEFITCOLOURSIZEPRICE
HuBot
www.bronco.co.uk
@bronco #BrightonSEOhttps://ubersuggest.io/
www.bronco.co.uk
@bronco #BrightonSEOhttp://www.xmind.net/
www.bronco.co.uk
Don’t be Stupid@bronco #BrightonSEO
For every url that is indexed by Google you will need :
Contentnot just Products, unless you are
A Big Brand
www.bronco.co.uk
Making it work@bronco #BrightonSEO
Facets are a powerful tool so use them wisely
www.bronco.co.uk
Making it work@bronco #BrightonSEO
www.bronco.co.uk
Making it work
They only have 10,000Products
@bronco #BrightonSEO
www.bronco.co.uk
Making it work
They nly have 10,000Products
www.bronco.co.uk
Should I go HTTPS?@bronco #BrightonSEO
https://webmasters.googleblog.com/2014/08/https-as-ranking-signal.html
If it was as easy as Gary makes out why do we see posts like36 - POINT CHECKLIST FOR A SUCCESSFUL HTTP TO HTTPS MIGRATIONhttp://www.aleydasolis.com/en/search-engine-optimization/http-https-migration-checklist-google-docs/
Treat http to https like a rebrand
www.bronco.co.uk
Rel-Canonicals@bronco #BrightonSEO
www.bronco.co.uk
Rel-Canonicals@bronco #BrightonSEO
www.bronco.co.uk
Rel-Canonicals@bronco #BrightonSEO
www.bronco.co.uk
Hreflang@bronco #BrightonSEO
www.bronco.co.uk
Hreflang@bronco #BrightonSEO
www.bronco.co.uk
Too Clever?@bronco #BrightonSEO
www.bronco.co.uk
Too Clever?@bronco #BrightonSEO
www.bronco.co.uk
Take Aways@bronco #BrightonSEO
Get a good technical SEO to look at your site!
Failing that…check and check again as a HuBot.Faceted Search & Canonicals the biggest error made.
@davenaylor@broncowww.bronco.co.uk
Any Questions?
#BrightonSEO
Ecommerce SEO Pitfalls
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