Tony McCreath
Tony McCreath
The Glorious and Fabulous SEO Giant
SEO Engineer
Turning technical skills into products
eCommerce
BigCommerce
Shopify
Structured Data
That works
Tony McCreath
SEO Surgery India
Episode 6
BeadsNFashion.com
Tony McCreath
Tony McCreath
Current Status
● Looks healthy
● In the USA and India
● In the US, searches are often India
specific. They started this year
● Is the USA of value?
● Is GSC set to India?
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Super Slow
● 13+ seconds to load
● >1 second TTFB (Time To First Bite)
● 250+ resources used
● 35+ CSS files
● 40+ JS files (using multiple libraries)
● >7MB to download
Is this all required for a simple home page?
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Not Secure!
● This warning will get louder this month, on every page
● Checkout is Not Secure!!!!!!
● Login pages are Not Secure!!!!
● Ensure payment systems are also secure and PCI compliant
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Mobile Users
● We have a winner on mobile friendly :-)
● Responsive design
● Slow
● Resource issues
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Code remnants
You need to review all code and
remove what is no longer used.
● Google Tag Manager bits
● Testimonials that are hidden!
● Disabled Snow in the footer!
I’d also remove features that you or
your visitors don’t use.
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JavaScript & Resource Errors
● Fix them
● Why do you have statcounter
code from shopify?
● What’s maxided used for?
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2 minutes in!
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302 Site Redirects
All pages on the non-www version of the domain are
302 redirecting to the home page www home page.
It is preferably meant to be a 301 redirect, and each
URL should redirect to their equivalent page on the
www site.
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Broken Links
● Fix what you can
● Use GSC error report
● Add 301 Redirects
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robots.txt
Looks fine.
Indicates some old issue with duplicate
home pages. Better to have them 301
redirect to the true home page and stop
disallowing them.
It seems you have had issues with spiders
eating up resources.
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XML Sitemap
● Many of the URLs in the sitemap do
a 301 redirect to drop the .html
● Many others return a 404 status
code
● Many real URLs are not present
It needs a lot of work.
Submit and review the sitemap in the
Google Webmaster Tools.
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Crawl Budget
70,000 URLs crawled and only 3% in. Many of them have no value. If
Googlebot spends its time crawling these pages, it will not be crawling the
high value pages. And it will be eating up server resources. Low value links
include:
● Wishlist links
● Add product links
● Comparison page links
Solutions: Nofollow links, POST forms, robots.txt, JavaScript, parameter tool.
● Category Search links
● Faceted navigation links
● Quick View links
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Internal Redirects
● About 200 links use .html then 301
redirect. Slow for users, and wastes
crawl budget.
● Thousands of “add to product” links
are crawlable and 302 redirect. A
double hit on the crawl budget and a
hit on the server as bots start
shopping.
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Deindex Search Pages
● E.g. noindex, nofollow
● Search result pages add no new content
● They add a whole new world to crawl
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Deindex Faceted Navigation
Category pages contain many options to further refine the
products shown. These refinements are via crawlable links using
parameters. E.g.
http://www.beadsnfashion.com/beads/natural-beads/shell-beads?bead_size=134
This can create an almost infinite number of URLs that contain no
new content.
http://www.beadsnfashion.com/beads-14298/designer-glass-
beads?bead_size=133%2C145%2C126%2C141&color=31&manufacturer=5&materials=159&rat
ing=3&shape=109&stock=1
Wasting Googlebots time and resources.
Note: In many cases
I saw a canonical
tag back to the
base, which is a
partial solution.
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Half Way!
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Page Titles
● Write for users not bots
● They show in search result snippets
● They show when pages are shared
● Make them unique and relevant to the page
● Google replaces bad ones
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Page Meta Descriptions
● Write for users not bots
● They show in search result snippets
● They show when pages are shared
● Make them unique and relevant to the page
● Google replaces bad ones
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Forget the Keywords Meta Tag
● It is ignored by anyone that counts
● Work on something that has value instead
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Very Thin Product Descriptions
● No information on what to rank for
● No information for the visitors
● Thin repetitive content may be ignored
● Can cause crawling issues (CRUFT)
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Near Duplicate Pages
Either merge the pages into
one that covers all the
variants, or try to make them
more unique.
Otherwise Google will
probably soft canonicalise
(merge) them for you.
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Footer Keyword Stuffing
● Only duplicating the top menu
● Not for users
● Red Flag for Search Engines
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Nothing above the fold
● The whole screen for one message
● Consider A/B testing alternates
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2 minutes to go!
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Competitor Adverts
Stop sending your visitors to
your competitors, just to make
a cent.
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Deceptive Ads
Or ads that use deceptive
tactics to steal your visitors.
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Duplicate Google Analytics Tracking Code
● Data accuracy will be lost
● Are bounce rates low?
● Commented out one in the footer
● Use Tag Assistant
● Have one using all features
○ Display features
○ eCommerce tracking
○ Dimension/metric tracking
Events
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Structured Data
Almost non existent
Missing on:
● Product
● Organisation
● Product/Organisation Reviews
● Breadcrumbs
Gain rich snippets with review stars, product information, breadcrumb and
organisational information.
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Backlinks
● 274 domains had linked to you
● Only 58 domains are still working
● And 38 links in total are follow
● Some hotlinking to your images
● Don’t do what you did in Jan again
● If I can see it, Google can
● Earn links by creating a valuable site
● Possible penalty date (IN) coincides
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The Blog
● Duplicate Content
● Missing H1s
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Take aways
Sometimes it’s time to start again.
● New system!
● Clean & lean design
● Great usability & trustability
● Easier & faster for staff
● Advanced sales & marketing features
● Support & continuing development
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Done!
Tony McCreath
Web Site Advantage
Adelaide Australia
WebSiteAdvantage.com.au
Top Contributor
Google Webmaster Central
Help Forum
Tony McCreath
treebo.com
● Broken Secure Status
● Structured Data could be improved (more details, category pages with a
single product are breaking guidelines)
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jungleerummy.com
● Facebook pixel error
● GA triggered in standard and GTM format
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