We’ve analysed the SEO of over 100 eCom sites - this is what we’ve learned!

We’ve analysed the SEO
of over 100 eCom sites -
this is what we’ve
learned!
Daniel Cartland | NOVOS
slideshare.net/DanielCartland
@danielcartland

@danielcartland #brightonSEO
Qualitative assessment on the technical trends we see, quantified
1.

1.
Which content areas are most sites missing?
2.

1.
Which content areas are most sites missing?
2.
The most effective strategies to get things implemented
3.

Filters - ironically often the
main cause of website
bloat.

Around ~30% of sites are
being massively bloated by
filters.

This M2 website was making search engines crawl over 57x as many pages as it needed.
30%
of sites

Robots.txt is the most effective way to
block parameter URLs.
Link-level nofollows can also help to
prevent search engines from crawling
these unnecessary URLs.
30%
of sites

Always check your filters!

Breadcrumbs - Hansel &
Gretel didn’t suffer in vain.

Only ~25% of sites are using
breadcrumbs optimally.

HOME > SUPER COOL T SHIRT
75%
of sites

HOME > T-SHIRTS > WHITE T-SHIRTS > SUPER COOL T
SHIRT
75%
of sites

Internal linking - let’s look
at some more tactics.

Because many products on an eCom site sit within several categories this can create multiple
URLs for 1 product.
50%
of sites

By default Shopify internally links to long product URLs, which canonicalise to the simple
version.
50%
of sites

https://paulnrogers.com/how-to-change-the-product-url-structure-in-shopify/

Helps customers to refine their product search.
Helps search engines understand hierarchy.
40%
of sites

Gives additional context to category pages
Gives customers the option for inspirational content
if they aren’t finding their product of interest in the
current page
25%
of sites

10%
of sites

JavaScript - just because
you can doesn’t mean
you should.

<5% of sites we analysed had
major JavaScript errors.

5%
of sites

0 hits for Bingbot
5%
of sites

~25% of sites we analysed had
minor JavaScript errors.

Always pay attention to the difference between your HTML and Domain Object Model (DOM).
Check your source code!
25%
of sites

25%
of sites

100% of our eCom sites
analysed had pages targeting
conversion.

Large
garden shed
A customer has an
intent to purchase a
particular product
and knows what
they are in the
market for.
Conversion

½ of websites we worked on
didn’t have a page dedicated
to their USPs/brand terms.

Zombie proof sheds
A customer has
decided on a product,
and is looking for
comparisons and
options to find the
perfect item.
Consideration

Page created
(orange line)

Target people at the problem
stage, for which your product
is the solution.

How to tidy a
garden up
A customer does not
have a particular
product in mind but
is searching for
inspiration.
Research
Garden storage
ideas
A customer is aware
of a general product,
but does not know
the specifics of what
they want.
Awareness

Only 5% of sites focus on the
post-conversion experience.

Garden storage
ideas
A customer is
aware of a general
product, but does
not know the
specifics of what
they want.
Awareness
Zombie proof
shed
A customer has
decided on a
product, and is
looking for
comparisons and
options to find the
perfect item.
Consideration
Large
garden shed
A customer has an
intent to purchase
a particular
product and
knows what they
are in the market
for.
Conversion
How to replace a
shed roof
A product’s been
purchased and a
customer is
looking for info
about how they
can be used or
looked after.
Post
Conversion
How to tidy a
garden up
A customer does
not have a
particular product
in mind but is
searching for
inspiration.
Research

1457% organic blog sessions
207% organic blog revenue

321% organic sessions
YOY
363% organic revenue

61

62

63

64

Something implemented is
better than nothing.

66
Days upon days spent on an
audit

67
audit
500 page audit & 3 volumes of
recommendations

68
Friends and family shunned in
search for the most
comprehensive SEO audit to
ever exist
audit
500 page audit & 3 volumes of
recommendations

69

So how can we make
recommendations easier to
digest?

71

72
Insert mind-blowing tech
SEO tactics here

73

74

75

Insert mind-blowing tech
SEO tactics here
Group similar tasks to focus on a
combined strategy and align
with dev sprints.
This doesn’t have to be just tech
tasks!
Yet more incredible tech
SEO tactics.

78

80

We’ve analysed the SEO of over 100 eCom sites - this is what we’ve learned!

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We’ve analysed the SEO of over 100 eCom sites - this is what we’ve learned!