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Winning in Ecommerce SEO

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Slides from my talk at the inaugural eComm.Live event in Belfast, where I spoke about competing with the big names in ecommerce SEO.

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Winning in Ecommerce SEO

  1. 1. @badams #ecommlive @badams #ecommlive Winning in Ecommerce SEO Barry Adams Polemic Digital
  2. 2. @badams #ecommlive Ecommerce = ?
  3. 3. @badams #ecommlive
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  7. 7. @badams #ecommlive Web Search Engines Crawler Indexer Ranker
  8. 8. @badams #ecommlive 1. Crawler (Googlebot) Crawler Indexer Ranker
  9. 9. @badams #ecommlive Faceted Navigation
  10. 10. @badams #ecommlive 12 types of shoes 30 brands 20 sizes X X
  11. 11. @badams #ecommlive 7200 different combinations X 5
  12. 12. @badams #ecommlive 36000 different pages X 11
  13. 13. @badams #ecommlive 396000
  14. 14. @badams #ecommlive
  15. 15. @badams #ecommlive Robots.txt Disallow Rules
  16. 16. @badams #ecommlive
  17. 17. @badams #ecommlive 2. Indexer (Caffeine) Crawler Indexer Ranker
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  23. 23. @badams #ecommlive
  24. 24. @badams #ecommlive Image Ranking Factors product-image-01234567.jpg
  25. 25. @badams #ecommlive Image Ranking Factors product-image-01234567.jpg inglot-brush-set.jpg
  26. 26. @badams #ecommlive Image Ranking Factors <img src="/img/inglot-brush-set.jpg" alt="Inglot Makeup Brush Set" />
  27. 27. @badams #ecommlive Image Ranking Factors Inglot Makeup Brush Set
  28. 28. @badams #ecommlive Image Ranking Factors <script type="application/ld+json"> { "@context": "https://schema.org/", "@type": "Product", "name": "Inglot Makeup Brush Set", "image": "/img/inglot-brush-set.jpg", "description": "Inglot makeup is all about your creative freedom! …", "brand": "Inglot", "sku": "112344567789", "offers": { "@type": "Offer", "url": "https://websites.com/inglot/brush-set", "priceCurrency": "GBP", "price": "25", "availability": "https://schema.org/InStock" } } </script>
  29. 29. @badams #ecommlive Rich Results <script type="application/ld+json"> { "@context": "http://schema.org/", "@type": "Product", "name": "Acme Anvil", "mpn": "925872", "offers": { "@type": "Offer", "priceCurrency": "GBP", "price": "119.99", "availability": "http://schema.org/InStock", "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.8", "reviewCount": "12" } } </script>
  30. 30. @badams #ecommlive Rich Results https://www.slideshare.net/sandersal1/brightonseo-structured-data-by-alexis-sanders
  31. 31. @badams #ecommlive https://technicalseo.com/tools/schema-markup-generator/
  32. 32. @badams #ecommlive 3. Ranker (Query Engine) Crawler Indexer Ranker
  33. 33. @badams #ecommlive Links • Content alone is not enough to build authority. • Approximately 50%-60% of Google’s ranking algorithms are link-based.
  34. 34. @badams #ecommlive But… Google doesn’t like linkbuilding “Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.” Source: http://bada.ms/googleguidelines
  35. 35. @badams #ecommlive So what’s a SEO to do?
  36. 36. @badams #ecommlive What are people asking? https://answerthepublic.com/
  37. 37. @badams #ecommlive https://www.bodycote.com/fictional-metals
  38. 38. @badams #ecommlive
  39. 39. @badams #ecommlive
  40. 40. @badams #ecommlive Can you spot the ballerina among the flamingos?
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  48. 48. @badams #ecommlive @badams #ecommlive Summarised…
  49. 49. @badams #ecommlive @badams #ecommlive 1. Be More Crawlable
  50. 50. @badams #ecommlive @badams #ecommlive 2.Write Better Content
  51. 51. @badams #ecommlive @badams #ecommlive 3. OptimiseYour Images
  52. 52. @badams #ecommlive @badams #ecommlive 4. Use Structured Data
  53. 53. @badams #ecommlive @badams #ecommlive 5. Earn Links
  54. 54. @badams #ecommlive @badams #ecommlive 6. Be Different
  55. 55. @badams #ecommlive Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Co-Chief Editor at StateofDigital.com ➢ Columnist for SearchEngineLand.com
  56. 56. @badams #ecommlive @badams #ecommlive ThankYou barry@polemicdigital.com www.polemicdigital.com www.linkedin.com/in/barryadams @polemicdigital @badams

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