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How to Rank Products Pages for SEO - MozCon Seattle 2011
1.
Adam Audette
July 29, 2011 MozCon Seattle How To Rank Item-level URLs
2.
3.
4.
SEO is simple.
5.
Different CMS platforms,
software Different stakeholders Different business decisions Too many possibilities, where to start? Different situations SEO is simple.
6.
7.
8.
SEO becomes complex.
9.
SEO is a
long, hard road
10.
Meanwhile, we’re doing
stuff
11.
Compromise is at
every step.
12.
So many stakeholders.
13.
Execution is everything.
14.
Here’s another thing:
15.
SEO is situational.
16.
17.
Best practices only
get you so far.
18.
You need competitive
advantages.
19.
Risk
20.
Innovation
21.
SEO is easy
to say, and hard to do.
22.
23.
How To Rank
Item-Level URLs
24.
The Home Page
25.
“ Reasonable Surfer”
Patent
26.
Nav links ≠
contextual links ≠ footer links
27.
Limit global navs
28.
29.
30.
31.
Create canonical crawl
paths
32.
Clean, canonical links
33.
Exact match anchors:
very important internally
34.
HTML 5 structure
elements
35.
36.
Categories
37.
Categories are the
secret.
38.
Products link to
their category parent and to other closely related categories
39.
Products don’t link
to unrelated categories Categories link via navigations
40.
Rank categories for
your head terms.
41.
Focus external links
on categories.
42.
43.
44.
Age & velocity
of external links.
45.
46.
Minimize cross-category links
(in content)
47.
Mostly: preserve category
URLs
48.
49.
50.
51.
Everything stores in
the URL
52.
53.
54.
Items
55.
Products link to
their category parent and to other closely related products
56.
Related links are
massively powerful.
57.
58.
59.
60.
Hardly anyone’s doing
it for SEO!
61.
It’s quite hard
to do.
62.
Less is more:
5-10 related products.
63.
Quality > quantity
64.
Shortest URL possible
65.
Not a fan
of hierarchy in URLs
66.
Shallow click path
67.
68.
How we’re doing
it at Zappos
69.
1. Focus on
categories
70.
(with business interest)
71.
2. Link contextually
internally to categories
72.
(lean on categories
to pass equity)
73.
74.
75.
3. Band-aid the
faceted navigation
76.
77.
4. Enter: Product
Showdown
78.
79.
(also: twitter.zappos.com for
cats)
80.
81.
Successfully bridged categories
to product-level URLs
82.
5. Battling for
URL preservation
83.
(but products constantly
change)
84.
Testing how to
expire products
85.
Testing Dead Products
86.
87.
Video is a
big focus
88.
89.
SEO Results from
Video
90.
SearchMetrics study on
video
91.
How likely is
content to rank?
92.
http://searchengineland.com/what-wins-in-google-universal-search-blogs-images-google-87361
93.
SERP Presentation &
CTR
94.
SERP presentation and
SEO
95.
Better ranking ≠
more traffic
96.
97.
98.
Methods for Employing
Usage Stats http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based-upon-usage-information/
99.
100.
How To Maximize
Product Visibility in Organic Search (SEW) http://plotin.us/oMbt8b
101.
Thank you! Adam
Audette twitter.com/audette www.audettemedia.com
102.
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