Advanced Site Architecture And Product Feed SEO
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Transcript of Advanced Site Architecture And Product Feed SEO
Advanced Site Architecture And Product Feed SEO
You did what with whose thing?
Who Am I?• Got on the Internet in 1986 at my school lab• Working online with search since 1996• Social Media, Paid & Natural Search with a
smattering of Affiliates• in-house: e-Commerce, Publishing & High Tech• Moved to the largest European media agency &
worked with Bayer, Readers Digest, NBC Universal, COI
• Wrote chapters on SEO & Social Media analytics for B2B Marketing guides plus chapter on SEO for IAB
• One of the SEO Chicks!
Ask The Audience
How many people in the audience are
new to SEO?
The ‘Affiliate Penalty’
Creating an affiliate site for the sole purpose of listing products with no value added for visitors
Content not listed or given low rankNo amount of link building will fix it
Consistently low quality sites just got PPC accounts killed by Google
What currently works...
Pay per click search ads
Email from house lists
Pop-ups, pop-unders
Banner ads
Contextual text ads
Rich media ads
Contextual targeting
Affiliate marketing
Behavioural targeting
Search engine optimisation
Emails to rented lists
source: Marketing Sherpa & AdTech, January 2009 n.1,260
Poor ROI Good ROI
Your New Huge Site• Is it Unique?• Does it have unique content?• Is the content constantly being
updated and refreshed?• Is it crawlable?• Is it properly targeted?• Is it on an old domain?• Is it segmented in a logical way?
YOUR NEW HUGE SITE – IS IT GOUNG TO RANK WELL?
Likely notBut don’t worry -
Be Happy!
You still have time to fix it
Marketing Opportunity• Let your data do the talking!• Create keyword list
– Export non-brand phrases from analytics and/or analyze site/content to extract relevant on-page keywords
• Evaluate market demand – Feed KW into Google AdWords Keyword tool– Use ‘exact match’ matching to get more
accurate view
• Model opportunity using CTR
source: Marketing Sherpa June 2008 n1,928
Good ROI
Highlyvariable
Very goodROI
Organic Search (SEO)
Organic Search (SEO)
Paid Search (PPC)
Paid Search (PPC)
Difficultto gauge
PoorROI
SEO & PPC ROI – PDQ!
%
5.7%5.7%
94.3%94.3%
Organic search dominates clicks
source: Compete US Search Data June 2008
Which is why concentrating on Organic SEO produces the best ROI
All categories: Percentage split of all clicks from Google
%
5.7%5.7%
94.3%94.3%
Did I read that right?!?
Vertical Selection
• Generic doesn’t work anymore• Choose vertical, keyword
research, choose domain• Competitor research• Be a big fish in a small pond,
not a small fish in an overcrowded lake
Uniqueness
• Don’t just slap product feeds up• Rewrite content• Reviews• Other UGC• Re-imagine categories• Add value• madlib
Uniqueness
Example
• Supplier has 25 pendants called “celitc knot”
• Differentiate• Research unique content• People buy stories• Think like a retailer – be a retailer
madlib• Auto-create landing pages• Especially good to target long tail• Use as much of database content
on page as possible• Use copywriters to create differing
versions of same sentence with each database field included
• Vary copywritten text to fully vary text on page
Search behaviour is dynamic
3.43%
2.49%
4.65%
8.68%
14.89%
21.92%
23.65%
20.29%
Number of words used
22%
12%
8%
6%
2%
0%
-5%
-3%
YOY percentage change
source: Internet sample 10 million people Hitwise March 2009
Identify Traffic Possibilities
The Long Tail of Search
• Tons of keyword strings but few visitors
• Do the math: thousands of keywords x few visitors = most of your traffic
• Easier to rank• Based on product titles – ready to convert!
Keywords & Content• Semantic targeting• The merchant feed isn't always right…• Need more content than links• Target: Create a page of content a day
– Blog on site, How To guides – video, Buyers Guides
• Mine your internal site search for keywords
• WRITE UNIQUE PRODUCT DESCRIPTIONS
Relevant Landing Pages (not SEO)
• Generated Landing Pages work for PPC or SEO• Make your landing page relevant to EVERY ad
Direct Visit or No KW detected
Children’s Beds
Search “Princess Bed”
Princess Children’s
Beds
PPC Click w/param
cmp=3&grp=2
Princess Children’s
Beds
Relevant Landing PagesUse PHP code to:
• Parse referrer token for keywords (PPC & Natural Search)
• Parse request token for parameters set in PPC URL (PPC)
• Display alternate content based on incoming keywords/ params.– Param ?src=ggl&cmp=1&grp=2
selects “Princess” content• Session cookies for consistent
tracking
Convert (or DIE)
• Analytics rule!• Keyword referrals from the search
engines – Find multiple-word phrases on
homepage or highest traffic page and sort by volume
• Is this visitor landing on the best page in terms of relevance, consistency and opportunity?
Convert More
• Run a simple a/b test to:– Segment visitors by keywords
– Redirect visitors to a better ‘engagement’ page
– Test response rates
• Talk to suppliers about their own landing pages if you convert then they don’t
• Think like a retailer – you are selling as much as supplier is
Domains
• Age important factor• Hosting also important• Radically different content does
not work (new content, old domain)
• Trust
Site Architecture
• Bricks and mortar of your shop• Can help increase relevancy• Help humans understand your site• Create non-dynamic, static,
content rich pages• Code in an SEO-friendly way• Can help you rank better
Site Architecture• Site strategy must be holistic
– What is the path my visitor would like to take?
– What groups logically together?– Be your own customer
• Utilize your tools & data collection to help identify key areas
• Understand source of traffic (SEO, PPC, Other)
Some Top Criteria
• Sitemaps• URLs• Internal linking• Content• Internal linking• Backlink acquisition• Internal linking
Sitemaps• What is a sitemap?
From sitemap.org: “Sitemaps are an easy way for webmasters to inform search engines about pages on their sites that are available for crawling.”
• Human sitemaps vs XML sitemaps• Inform search engines about pages on
their sites that are available for crawling
• Provides page importance, update date
Crawlable Architecture
• Establish the bedrock of your website & become more “Crawlable” and “Search Engine friendly”– HMTL Standards
•Follow W3 standards (HTML, XML, CSS) & validate.
•Try to be browser agnostic•Consider semantic standards such as Microformats and RDF
Discovery Architecture
• Improve Crawler discovery by leveraging what the search engines all read
• Robot.txt/meta tag exclusion (http://www.robotstxt.org/)
•Use robots only if required and fully understood
•Allow most frequented/important areas of the site•Protects private/restricted access, or duplicates
etc•Disallows non essential areas of your site
Crawlable Architecture• “Crawlable” and “Search Engine friendly”
Content•Static HTML for key content, structure, and navigation
•Meaningful page titles•Simple clear and descriptive Anchor text
•Good internal linking that is balanced–“Not too deep or Not too wide”
•Don’t link to spam!
URLs – the Good, the Bad & the UGLY
http://www.yummytastychocolate.com/sessionID/SLK/imgsrc/NMA10666/cat_id/SOMETHINGSTICKY/pid/HUFESBJ6U62HE3D3QOUDB99EUICR0ITSNOT42/product-Chocolate-Cream--Coffee-Liquor-YUM05.htm
Make Just One Search Engine Happy
• Short-ish length
• Logical divisions
• Remove 'session ids’ - Simple URLs with no query parameters.
• URLs should be easily readable and describe your content
• Avoid excessive redirection chains, keep them short, fix if long
• Don’t keep changing content or changing page names
• Stop duplicate content with canonicalization
• Don’t always use same anchor text but keep semantically related
404 Pages
Bad: HTTP/1.0 200 Ok (soft 404)Good: HTTP/1.0 404 Not Found
Google sez: “...soft 404s are confusing for users, and furthermore search engines may spend much of their time crawling and indexing non-existent, often duplicative URLs on your site. This can negatively impact your site's crawl coverage—because of the time Googlebot spends on non-existent pages, your unique URLs may not be discovered as quickly or visited as frequently.”
Link Building
• Directory submissions• External blogs• Mini sites• Social media (Facebook/Twitter/etc)• Online PR
• Buy links (but don’t get caught)
Internal Linking Issues• Don’t bury your directories
– http://www.yummytastychocolate.com/page/choc/allchoc/morechocolate/lovelychocolate/fillings/coffee/Truffles
• Have great URL conventions• Descriptive internal links• Beware of Spider Traps like calendars• Follow or NoFollow… That is the
question• KEYWORDS IN ANCHOR TEXT
Social Graph Metrics
• Who is linking• How often are links created• Where are links coming from• Frequency of link build from social
sources• Spikes• Authoritative mentions
Content or Profile Links
•There are many places where you can create public profiles or content pages for free.–Often they have good authority metrics
–Some offer ‘Follow’ links–The key is to create value-adding content & build links to those pages honest
SEO + Level of Competition
Success is based on links as votes. High quality links come from being buzz-worthy. Buzz SEO is not easy, nor are there shortcuts.
Monitoring
• Focus PPC on long tail, SEO on short & long
• Direct informational searches to contact & specification pages
• Keyword research for possible additional traffic drivers
• Optimise pages to bring down PPC costs
Love Your Analytics
SEO cannot work properly without analytics.
- Choose 1 or two and learn them well- Track sales; returning customers; bounce rate-Create internal analytics: (save search queries compare adwords data etc.).- Be progressive and look for trends-Make sure it's on all needed pages (long tail) but not too many (keyword canibalisation)
Understand Visitors Better
Search engines are complicated.
So is SEO.SEO speak:
• Meta tag optimization
• Browser title optimization
• Link building
• Affiliate marketing
• Submitting to search engines
• Getting indexed
• Keyword optimization & linking
Search engine speak:
• Machine-learned classifiers
• Latent semantic indexing
• Proximity search
• Co-occurrence
• Vector space models
• Content-link hypertext clustering
• Agglomerative clustering
What is Successful SEO?The basics• Meta tag optimization• Affiliate networks• Masses of links• Perfect keyword density• Proper H1’s H2’s H3’s
etc.
But SEO is Also• Being viral• Having Buzz• Getting linked to and
bookmarked naturally• Being your own
“linkbait”
The less you have of this…
The more you’ll need of this!
Checklist• Webmaster Tools• Pages do not have “noindex” tags• Sitemap• Keyword research done• No Query String URLs• Crawlable discovery archatecture• Link Building• ‘Page a Day’ content development• Analytics
Thank You!
www.SEO-Chicks.comwww.twitter.com/JudithLewis
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