12. • For users and bots
• Make each item clickable
• Use breadcrumb markup (schema.org)
@mike_arnesen #StateOfSearch #eComSEO
13. Let’s talk about
in 2014
• Not the place to stuff links
…or your page content.
• Highlight a few important pages.
• I still use nofollow,
@mike_arnesen #StateOfSearch #eComSEO
17. Always use content
on category
gridwalls
• What am I looking at?
• What’s unique here?
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
18. Always use content
on category
gridwalls
• Effective at increasing ranking.
• Important for avoiding thin content.
• It’s also a branding opportunity!
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
21. 1. Do your research
2. Outsource initial copywriting
3. Polish the result & push live
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
22. Protect yourself
from the P n a
Don’t put up #PandaBait
…unless you have nothing
on your plate for the
next few months.
@mike_arnesen #StateOfSearch #eComSEO
24. Duplicate content
can be really
annoying.
•
•
•
•
•
Invest in unique product descriptions
Use proper pagination
Have a canonical strategy in place
Noindex when appropriate
Use clean URL handling
@mike_arnesen #StateOfSearch #eComSEO
25. Use pagination and/or canonicalization
on category gridwalls
• Rel prev & next are your
friends!
• Make “view all” the canonical.
@mike_arnesen #StateOfSearch #eComSEO
26. Specify canonical products
Near-identical products can cause issues
•
Canonize the best seller
•
Create unique descriptions
•
Consolidate pages
@mike_arnesen #StateOfSearch #eComSEO
27. NoIndex is your friend
Stop!
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
28. WWW, Trailing Slash, & Index Resolution
Practice good housekeeping to avoid
being overrun with duplicate content!
•
Non-WWW URLs to WWW (or vice versa)
•
Non-trailing slash to trailing slash
•
index.php (and similar) to trailing slash
@mike_arnesen #StateOfSearch #eComSEO
29. Leverage multiple XML sitemaps to
monitor indexation by page type.
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
39. Do you own your brand name image SERPs?
Calvin Klein doesn’t
have any ranked images
for this branded search!
How about alt text,
image sitemaps,
& friendly filenames?
@mike_arnesen #StateOfSearch #eComSEO
41. Site speed is a factor for
competitive queries!
Focus on Time to First Byte.
@mike_arnesen #StateOfSearch #eComSEO
@mike_arnesen #StateOfSearch #eComSEO
42. These guys want you
to be responsive!
@mike_arnesen #StateOfSearch #eComSEO
48. Use Google Analytics eCommerce tagging
Make sure
you’re ready to
prove your ROI.
http://cutroni.com/blog/google-analytics-for-ecommerce/
@mike_arnesen #StateOfSearch #eComSEO
49. Understand & Predict Seasonality
Use historical analytics,
Google Insights, and
stakeholder experience
to map out seasonality.
@mike_arnesen #StateOfSearch #eComSEO
50. Get your updates out early
and be prepared.
Give holiday campaign pages time
to index & rank.
Start building links ahead of time.
@mike_arnesen #StateOfSearch #eComSEO
51. Resources, tutorials, and more
in this link bundle:
bit.ly/sos_ecom
Mike Arnesen
SEO Team Manager at SwellPath
@mike_arnesen | +MikeArnesen
www.mikearnesen.com
@mike_arnesen #StateOfSearch #eComSEO