1. eCommerce SEO
Technical, Content & Local SEO
Daniel Bianchini

2. Daniel Bianchini
 Search Manager at SEOptimise
 daniel@seoptimise.com
 @danielbianchini
 Google + - http://goo.gl/MwI0K
 http://uk.linkedin.com/in/danielbianchini
 www.OxonDigital.co.uk
eCommerce Experience
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3. Technical
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4. Layered Navigation
 Good for user navigation on large websites
 Potential duplicate content issues
Solutions:
 Create static pages where possible.
– www.example.com/mens/watches/hulbot instead of
ww.example/com/mens/watches/?manufacturer=3039
– “NoIndex, follow” filtered pages such as
Price/Colour/Size
– Ensure that display URL’s aren’t being indexed (asc
/desc, ?display=50 etc)
– Do not embed navigation links in JavaScript
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5. Pagination
Majority of eCommerce sites have large
pagination issues.
 Pagination with View All:
– Leave it for Google to determine
– Rel=Canonical to “View All” URL
– Rel=Next & Rel=Prev
 Pagination without View All:
 Rel=Next & Rel=Prev
 Tip: Unless you have 100s of pages,
create a “View All” page and
rel=Canonical all pages to it.
5 More on Pagination and SEO from Google’s Maile Ohye - http://goo.gl/FaarQ

6. Duplicate Content
 Duplicate content is found across all
types of sites, even more so in
eCommerce. Preventing this from
happening would be best, but isn’t
always possible.
 Solutions:
– Rel=canonical
 Product with multiple URLs
– “noindex,follow” meta robots tag
 Filter pages
– Robots.txt blocking
 Print pages
– Add filter parameters to GWT
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7. Google Shopping
 Add as much detail as possible
– Title, Price, Unique ID, Channel
 Check feed quality within Google Merchant
 Tracking
– Create filter (http://goo.gl/UkdA4)
– Use campaign tracking
 Get product reviews
– Ciao, ReviewCentre, Kelkoo, PriceGrabber
– Try to encourage reviews
 Email, Social Media, Thank you page
 Keep shopping feed updated.
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8. Content
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9. Product Descriptions
 Don’t use manufacturer descriptions for
your product pages
– Re-write all product descriptions
– Start with products with highest
margin & conversion
– Think about what users search for
when writing the content
 Long tail keywords
 Abbreviations
 Tip: If you have an affiliate programme,
do not provide them with your unique
content. Give them the manufacturers
descriptions, to ensure your unique
content isn’t duplicated.
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10. Rich Media on Product Pages
Video is one of the fastest growing content types on the internet
 Videos make good content
 Videos give shoppers more product
information with a personal touch
– Use of voice over & subtitles
 Video builds customer relationships
– Willitblend.com have a huge YouTube
following
 Videos are easy to share in social media
Zappos reportedly enjoyed a 6% increase
in conversion for products with videos.
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11. Rich Snippets (Microdata, Microformats & RDFa)
Take the Lead or Fall Behind!
 Mark-up your product pages using
Microdata, Microformats & RDFa
– Schema.org
– Glenn Jones – http://goo.gl/ZqH1s
 Choose the correct format for your
website.
 Reported CTR Increase of 30%
 Don’t abuse the rich snippets
– Google will ban you!
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12. Creating Content
 Homepage
 Product Listings
 Buyers Guides
 Blog
– Product Reviews
– Industry Events
– Product Launches
– Celebrity Endorsement
 Product/Destination/Service Landing Pages
– Tips, Tricks, Videos, Reviews, Attractions,
Things to do, Transport, History
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13. Brand Pages
 Not just a product listing grouping all
brand products together.
 Create targeted pages
– Branded Content
– Pull in related blog posts
– Add brand twitter feed
– Add brand YouTube channel
– Provide relevant branded products
– Link through to key brand relevant
product pages
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14. Local SEO

15. 1 in 4 Search
Queries have
Local Intent.
Source: Google
15

16. Local Profiles at the Very Least
 Set up local profiles (Claim or Verify)
 Complete in Full
– Use correct address & local number
– Use correct categories & keywords
 Include videos and photos
 Keep your profiles updated
 Encourage & collect customer reviews
– Segment users via email for review
 Tip: Use tools such as GetListed.org &
Whitespark to improve your profiles.
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17. Google Venice
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18. Find a Store – Location Pages
 Single static pages for each Location,
 Use local number
 Store specific offers
 Store Information
– Closures
– Facilities
 Location based keywords
 Opticians in Oxford
 Oxford Eye Test
 Location based link building
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19. Round Up
 If you use layered navigation, try to create static pages where possible and to
“noindex, follow” filter pages such as price/colour/size.
 Use pagination best practices to reduce the duplicate content issues
 Write unique product descriptions, whilst providing manufacturer product
descriptions to Affiliates.
 Add content across the website including homepage & product listings
 1 in 4 searches have local intent
 Create and verify local profiles
 Encourage reviews across multiple platforms
 Create static pages for each store location
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20. Thank You
 daniel@seoptimise.com
 @danielbianchini
 Google + - http://goo.gl/MwI0K
 http://uk.linkedin.com/in/danielbianchini
 www.SEOptimise.com
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