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Promoting DatabaseDriven Web Sites
Laura Thieme – Bizresearch
www.bizresearch.com
614-846-7560
Helping search engines to find, index and rank your database driven content
Chicago SES [email protected] - Bizresearch, Inc. 2
Are Question Marks Okay?• Yes!
– URLs with question marks (?) are okay– URLs with ampersands (&) are okay– URLs with multiple ampersands are okay (1-3 are best)
• Example: http://www.retailerdomainname.com/cgi-bin/ncommerce/ExecMacro/product/report?style=SET00000&catname=0000&V=Z
– URL, title & description are indexed– Top ranked
Chicago SES [email protected] - Bizresearch, Inc. 3
Dynamic Versus Static
• Most common question --
• My SEO company is telling me I can’t have dynamic URLs, or URLs with question marks
• Do I have to change my URLs, rewrite them, or create static pages to get ranked in Google?
Chicago SES [email protected] - Bizresearch, Inc. 4
In most cases…
Chicago SES [email protected] - Bizresearch, Inc. 5
Need proof?
New: Note decrease –3,360 URLs indexed in GoogleIf you redesign, expect change
Begin Your Research Project•Review URL Structure•Review Search Engine Indices•Review Current Rankings•Review Spider Activity•Determine Target Terms•Optimize•Overcome technology challenges•Monitor Improvements
Chicago SES [email protected] - Bizresearch, Inc. 7
Promoting Database Driven Sites
• Promotion typically involves:– Site optimization
• Create roadmap• Restructure website’s database interaction• Possible design and content edits
– Data feeds• Shopping search, Google Sitemap, Google Base
– Paid inclusion programs• Yahoo Search Submit Express, Search Submit Pro
Chicago SES [email protected] - Bizresearch, Inc. 8
Indexed, but not optimizedRevise page heading based on
how people search
Fitted T-Shirts (Tees)
Chicago SES [email protected] - Bizresearch, Inc. 9
New Page TitleWomens Fitted T Shirts – Womens T Shirts from Champion..
Chicago SES [email protected] - Bizresearch, Inc. 10
Page Title Updated, Top 20 Ranking
Could Update Page Heading
How often will page update?How often will spiders visit?
Chicago SES [email protected] - Bizresearch, Inc. 11
Indexed, but notoptimized
Revise Page Title: Gourmet Cashews & Coffee – Pear’s Gourmet
Chicago SES [email protected] - Bizresearch, Inc. 12
Optimization: Wicker Chairs
• Online store wants to show up for wicker chairs
• Current product called the Sonita Dining Chair
• Change or “optimize” page title to reference “wicker” or target term
• Make sure page is indexed in each search engine for optimization to take effect
Chicago SES [email protected] - Bizresearch, Inc. 13
What’s A Silvertini?
Originally had title of
SilvertiniAdded “Wallet Pen”
Optimized page title
Chicago SES [email protected] - Bizresearch, Inc. 14
Ballpoint pen added to each product title
Chicago SES [email protected] - Bizresearch, Inc. 17
You’ve Optimized, You’re Waiting
• Now what?
• What if you’ve optimized
• Little or no changes take place
• Is it something else?
Chicago SES [email protected] - Bizresearch, Inc. 18
Getting Your Optimized Pages Indexed
• Add home page links if possible– it’s typically spidered more often than lower level pages
• Add Global/Home Page Footer links• Sign up for Google Sitemaps
– Watch for crawling errors
• Increase links throughout website• Review ranked pages
– Look for patterns– Replicate
• Remember: Indexing doesn’t happen overnight (but can be as little as 5 days in Google)
Chicago SES [email protected] - Bizresearch, Inc. 19
Your site search engine & URLs• Search engines may choke on some dynamic URLs
generated by your site search engine, depending on the version and the site search engine you have
• If you’re using FAST, review which level of your URLs are getting indexed – Bestbuy.com – 319,000 pages indexed– Some retail sites may not get various pages indexed
regardless of using Google Sitemaps due to other problems)– Use Google Webmaster tools and seek help– a rewrite is
probably very likely
Chicago SES [email protected] - Bizresearch, Inc. 20
Bestbuy.com & FAST Site Search
• 319,000 pages indexed in Google
• Using new version of FAST’s site search engine
• URL indexed for Microwaves is slightly different than one on live site
Chicago SES [email protected] - Bizresearch, Inc. 21
Six+ versions of the same URL indexed
• http://www.bestbuy.com/site/olspage.jsp;jsessionid=ZE3BPHSTQE3UHKC4D3MVAFY?navLevel=4&type=category&navHistory=cat00000%2Bcat05000%2Bpcmcat67800050008&id=pcmcat67800050017
• http://www.bestbuy.com/olspage.jsp?id=pcmcat67800050017&type=category (indexed)
Chicago SES [email protected] - Bizresearch, Inc. 22
Duplicate Content Potential?
Chicago SES [email protected] - Bizresearch, Inc. 23
>100 for “microwaves” in Google
Chicago SES [email protected] - Bizresearch, Inc. 24
Note Google Problems
Allintitle: keyword site:www.yoursite.com
Chicago SES [email protected] - Bizresearch, Inc. 25
Ecommerce Platform Getting You Down?
• Watch out for ecommerce and content management systems (CMS) that block search engines from spidering, fail to properly redirect, and lack administrative consoles to help you fix the problem
Try Talking to a CMSCustomer Service Rep
Research before you buy….
Chicago SES [email protected] - Bizresearch, Inc. 41
Organic Changes
• May note faster, better rankings in MSN
• Select keyword phrase improvements in Google, but takes longer to achieve top positions
• Consider optimizing a Yahoo data feed, Froogle where you can affect change faster
Chicago SES [email protected] - Bizresearch, Inc. 42
Creating Data Feeds
• Retailers– Shopping.com, Froogle, Yahoo Merchant
or Product Submit, Shopzilla data feeds– Yahoo Search Submit Express or Search
Submit Pro
• B2B, Other Sites– Overture Site Match or Site Match
Exchange
Chicago SES [email protected] - Bizresearch, Inc. 43
DATA FEED REQUIREMENTS
Bizrate / Shopzilla Froogle mySimon Nextag PriceGrabber Shopping Yahoo Shopping Yahoo Search Submit
Product Name R R R R R R R R
Manufacturer Name O X R R R R O R
Manufacturer Part Number/SKU R X O R R R O R
Product Category R R R R R R R R
Product Description O R R R R R O R
Product Price R R R R R R R R
Availability (Inventory Info) O X R O R R O O
Product URL R R R R R R R R
Image URL O R R R R O O O
Shipping Costs O X R O R O O O
Product Condition O X O O R O O O
Product Weight O X O O X O O O
Bid O X O O X O O O
Frequency of Updates unavailable 24 hours 1 time/day 4 times/day 6 times/day 1 time/daymerchant's discretion Every 24 - 48 hours
R: Information is required O: Information is optional X: Not Available
Updated
Chicago SES [email protected] - Bizresearch, Inc. 44
Which one wins? Dynamic or static content?
• In the event some of you can’t resist testing dynamic versus static pages, consider this
• Which page is easier to update?
• The dynamic one that automatically updates based on database changes or the static one you have to remember to update
Chicago SES [email protected] - Bizresearch, Inc. 45
Other Technology Challeges
• Site Search Engine– Check the version, the way it’s getting
indexed
• Check your robots.txt file– Can you exclude files that would be
considered duplicate
• Canonical issues, soft 404s
Chicago SES [email protected] - Bizresearch, Inc. 46
In Summary
• Get indexed – that’s your first objective– Every page if possible or at least your leading pages
• Optimize based on the way people search
• Submit a data feed when appropriate– Optimize your data feeds as well
• Monitor Improvements, Overcome Technology Challenges & BE PERSISTENT
• Penalty? No duplicate content, or over-optimization
Chicago SES [email protected] - Bizresearch, Inc. 47
Tired of Eating Cold Sandwiches?
• Have a hot buffet lunch & ice cream sundaes & an extended Q&A with Bizresearch’s Laura Thieme– Learn more about Dynamic SEO & Web Analytics
• 12:15 – 2:00 p.m. (Wednesday afternoon)• Lunch tickets required (available to session
attendees)• Limited to 125 attendees
Chicago SES [email protected] - Bizresearch, Inc. 48
For Those Who Prefer Boxed Lunches
• Full service search marketing agencywith US and European clients
• E-mail: Laura Thieme, [email protected]
• 1-614-846-7560 (EST)Columbus Ohio
• Visit www.bizresearch.com