Working exclusively with eCommerce websites across a whole range of CMS, we've seen (almost) everything, from accidental overnight noindexing of entire websites, to broken dynamic rendering stopping only poor Bingbot from crawling a site.
But what we find most fascinating are the trends that arise most frequently, often transcending the boundaries of website size, niche, and brand: - What opportunities do most eCommerce sites miss? - What problems are frequently holding eCom brands from product goldmines? - What have we found to be the most effective ways of selling the ROI of SEO and getting our recommendations implemented above the inevitable development backlogs?
This talk aims to outline what we've learned about the most common issues and opportunities eCommerce websites face, with data-backed examples of what websites can do today to boost SEO and make an immediate difference in organic traffic and revenue.
11. @danielcartland #brightonSEO
Robots.txt is the most effective way to
block parameter URLs.
Link-level nofollows can also help to
prevent search engines from crawling
these unnecessary URLs.
30%
of sites
23. @danielcartland #brightonSEO
Gives additional context to category pages
Gives customers the option for inspirational content
if they aren’t finding their product of interest in the
current page
25%
of sites
42. @danielcartland #brightonSEO
Zombie proof sheds
A customer has
decided on a product,
and is looking for
comparisons and
options to find the
perfect item.
Consideration
47. @danielcartland #brightonSEO
How to tidy a
garden up
A customer does not
have a particular
product in mind but
is searching for
inspiration.
Research
Garden storage
ideas
A customer is aware
of a general product,
but does not know
the specifics of what
they want.
Awareness
49. @danielcartland #brightonSEO
Garden storage
ideas
A customer is
aware of a general
product, but does
not know the
specifics of what
they want.
Awareness
Zombie proof
shed
A customer has
decided on a
product, and is
looking for
comparisons and
options to find the
perfect item.
Consideration
Large
garden shed
A customer has an
intent to purchase
a particular
product and
knows what they
are in the market
for.
Conversion
How to replace a
shed roof
A product’s been
purchased and a
customer is
looking for info
about how they
can be used or
looked after.
Post
Conversion
How to tidy a
garden up
A customer does
not have a
particular product
in mind but is
searching for
inspiration.
Research
63. @danielcartland #brightonSEO
68
Friends and family shunned in
search for the most
comprehensive SEO audit to
ever exist
Days upon days spent on an
audit
500 page audit & 3 volumes of
recommendations
71. @danielcartland #brightonSEO
Insert mind-blowing tech
SEO tactics here
Group similar tasks to focus on a
combined strategy and align
with dev sprints.
This doesn’t have to be just tech
tasks!
Yet more incredible tech
SEO tactics.