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Advanced SEO Tactics to Fix Duplicate Content in eCommerce [ 2X eCommerce Webinar]

Duplicate content is a Technical SEO issue I continue to see over and over again in eCommerce. I want to give eCommerce managers a primer on the potential scenarios as well as the tools available at our disposal to fix these issues.

http://2xmedia.co/webinars/duplicate-content-ecommerce/

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Advanced SEO Tactics to Fix Duplicate Content in eCommerce [ 2X eCommerce Webinar]

  1. 1. Duplicate Content In eCommerce Advanced SEO Tactics to Fix
  2. 2. @KunleTCampbell Triggers of Duplicate Content site:mywebsite.com
  3. 3. @KunleTCampbell Triggers of Duplicate Content site:mywebsite.com/& 140,000 Omitted  pages: Google supplemental index
  4. 4. @KunleTCampbell Triggers of Duplicate Content Category Page Sorting More or less the same content but sorted results generate multiple URL parameters http://www.astleyclarke.com/uk/earrings/pearl-earrings http://www.astleyclarke.com/uk/earrings/pearl-earrings?dir=asc&order=price http://www.astleyclarke.com/uk/earrings/pearl-earrings?dir=desc&order=price http://www.astleyclarke.com/uk/earrings/pearl-earrings?dir=desc&order=news_from_date http://www.astleyclarke.com/uk/earrings/pearl-earrings?dir=asc&order=bestsellers Price Low: Price High: New In: Best Sellers:
  5. 5. @KunleTCampbell Triggers of Duplicate Content Filtered Category Pages Could potentially generate multiple URLs: pretty much dumping Google with combinations and permutations of URLs
  6. 6. @KunleTCampbell Triggers of Duplicate Content Pagination Going through series of pages within a single category or brand page http://www.worldofcamping.co.uk/furniture/camping-chairs-r82-83 http://www.worldofcamping.co.uk/furniture/camping-chairs-r82-83?p=2 http://www.worldofcamping.co.uk/furniture/camping-chairs-r82-83?p=3 http://www.worldofcamping.co.uk/furniture/camping-chairs-r82-83?p=4 http://www.worldofcamping.co.uk/furniture/camping-chairs-r82-83?p=5 Page 2: Page 3: Page 4: Page 5:
  7. 7. @KunleTCampbell Triggers of Duplicate Content Multiple Versions of a Product Page Colour, size or style variations of product pages could result in multiple URLs http://www.johnlewis.com/john-lewis-cashmere-mix-block-socks/p1391613 http://www.johnlewis.com/john-lewis-cashmere-mix-block-socks/p1391613?colour=Black http://www.johnlewis.com/john-lewis-cashmere-mix-block-socks/p1391613?colour=Purple http://www.johnlewis.com/john-lewis-cashmere-mix-block-socks/p1391613?colour=Red http://www.johnlewis.com/john-lewis-cashmere-mix-block-socks/p1391613?colour=Grey Page 2: Page 3: Page 4: Page 5:
  8. 8. @KunleTCampbell Triggers of Duplicate Content Session ID URLs Tracking variables tend to be appended to URLs that either link to your site or link internally mywebstore.example.com/books/?trackingId=cat123 mywebstore.example.com/cds/?trackingId=cat124 mywebstore.example.com/cards/?trackingId=cat125
  9. 9. @KunleTCampbell Tools we have in our arsenal to tackle duplicate content in eCommerce
  10. 10. @KunleTCampbell 1. The Canonical Tag URL creates multiple versions of a single page The canonical tag ensures a singular reference version of a specific URL <link rel=”canonical” href=”http://example.com/category-page” />
  11. 11. @KunleTCampbell 2. Webmaster Tools URL Parameters 1. Parameters that don’t affect page content Typically `track pages like Session IDs – SID, Affiliate IDs – affiliateID and Tracking IDs – tracking-ID 2. Parameters that change, reorder or narrow page content sort=price_ascending, rankBy=bestSelling, order=highest-rated, sort=newest
  12. 12. @KunleTCampbell 2. Webmaster Tools URL Parameters 1. Parameters that don’t affect page content Typically `track pages like Session IDs – SID, Affiliate IDs – affiliateID and Tracking IDs – tracking-ID 2. Parameters that change, reorder or narrow page content sort=price_ascending, rankBy=bestSelling, order=highest-rated, sort=newest
  13. 13. @KunleTCampbell 3. Robots.txt - DISALLOW 1. Folder Level Control You do not want to index URLs folders such as /sales, /specials or /offers; 2. Site Architecture is Key For filter options, sub categoriwe
  14. 14. @KunleTCampbell 3. Robots.txt - DISALLOW
  15. 15. @KunleTCampbell 4. Page Level Mark-Up [Meta Robots] “robots” Replace “robots” with a user agent of your choice: “bingbot“ “googlebot“, “baiduspider“, “yandexbot” “<value>” Allows multiple values to be declared, comma separated: NOINDEX – prevents the page from being included in the index. NOFOLLOW – prevents bots from following any links on the page. NOARCHIVE – prevents a cached copy of this page from being available in the search results. NOSNIPPET – prevents a description from appearing below the page in the search results, as well as prevents caching of the page. NOODP – blocks the Open Directory Project description of the page from being used in the description that appears below the page in the search results. NONE – equivalent to “NOINDEX, NOFOLLOW” <meta name="robots" content=" <value> ">
  16. 16. @KunleTCampbell 4. Page Level Mark-Up [Meta Robots] X-Robots-Tag HTTP header The X-Robots-Tag has identical functions to the Meta Robots tag but the only difference is that it can be used as an element of the HTTP header response for a given URL
  17. 17. @KunleTCampbell Contact Me to chat more… about eCommerce Marketing email: kc@2xmedia.co twitter: @KunleTCampbell web: www.2xmedia.co

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