The changing search landscape calls for different approaches to user needs, including context, intent and device considerations. Here we take a look at ways to keep working to keep your ecommerce site well positioned for strong transactional and informational queries in the moments that matter to shoppers online.

1. ”Modern
eCommerce
SEO...”
“Onward
to
the
future
in
a
brave
new
world
of
Search
“
Dawn
Anderson
@DawnieAndo from
@MoveItMarketing

2. WHO
IS
DAWN
ANDERSON
@dawnieando
dawn.anderson@@move-it-
marketing.co.uk
move-it-marketing.co.uk
linkedin.com/in/msdawnanderson
• SEO & Digital Marketing Consultant -­ Move
It Marketing
• Lectures at Manchester Metropolitan
University Business School on (Search
(organic (SEO) & paid (PPC) SEM) &
Integrated Digital Marketing Strategy
• Contributes at Search Engine Land, Search
Engine Journal, State of Digital, Smart
Insights
• Speaker & Trainer, Search Marketing Expo
(SMX), MozCon, Brighton SEO, SASCON,
Ungagged, PubCon, State of Search,
General Assembly – UK & International
• Over 11 years online marketing experience
• Fellowship of the Institute of Digital
Marketing (IDM)

3. The
modern
shopper
is
time
poor
and
research
crazy

4. We
are
in
the
age
of
the
‘Attention
Economy’

5. We
know
that…
search
is
always
changing

6. 10
recommendations
for
modern
ecommerce
SEO

7. This
list
is
not
comprehensive

8. Tip
1
-­‐ Accept
your
ecommerce
website
is
just
one
‘data
layer’
now
in
a
range
of
several
assistive
search
systems

9. Schema
‘All
The
Things’
X
3
implementation
YoY

10. Test
your
structured
data

11. Product
Schema

12. • Products
• Photos
• Videos
(soon)
• Agency
management
ability
• Questions
&
answers
• Offers
• Events
• STRUCTURED

13. Tip
2
– Think
Gestalt
principles
increasingly

14. Our
minds
are
thought
to
understand
patterns
and
fill
in
gaps

15. Gestalt
Principles
Proximity
Similarity
Closure
Good
continuation
Common
fate
Good
form

16. We
will
look
at
3
main
principles
Proximity
Similarity
Closure

17. Gestalt
Principle
-­‐
Proximity

18. Gestalt
Principle
-­‐ Similarity

19. Gestalt
Principle
– Closure
-­‐
Reification
– What
do
you
see?

20. Tip
3
– You
need
a
trio
of
sitemaps…
minimum

21. XML
Sitemap(s)
Visual
Sitemap(s)
All
parties
informed
&
educated
on
importance
Front
facing
HTML
sitemap(s)
Trio
of
sitemaps BOTS
HUMAN
VISITORS
SEO
/
DEVS
/
CONTENT
TEAM

22. A
visualised
sitemap
of
Google
and
its
subdomains

23. Tip
4
– Don’t
underestimate
internal
link
power
– Navigation
is
King
(or
one
of
the
Kings)

24. Internal
link
visualisations

25. Types
of
Internal
links
• Audience
defined
• Chronological
• Alphabetical
• Step
navigation
• Task
driven
navigation
• Conceptual
navigation
• Hierarchical
categories
&
subcategories
EVERY
SINGLE
MENU
ON
YOUR
SITE

26. Breadcrumbs
• Global
• Sectional

27. Tip
5
– Be
interactively
assistive

28. Gestalt
Principle
– Closure
-­‐ Reification
– What
do
you
see?

29. Interactive
content

30. Tip
6
– Think
concept
connections
&
disambiguation
internally
(including
‘relatedness’
to
de-­‐fuzz

31. Build
a
Lexicon

32. IsRelatedTo
Schema

33. Machine
Learning
Word2Vec
&
Concept2Vec

34. Tip
7
– Be
consistently
consistent
in
content
fingerprint
canonicalisation &
pagination

35. Pagination

36. Canonicalization

37. Think
‘query
clusters’
‘Too-­‐similars’
competing
&
diluting

38. Anchor
the
canonical
down
– ground
it

39. IsSimilarTo
Schema

40. Tip
8
– Consider
very
carefully
the
tasks
and
subtasks
of
the
ecommerce
shopper
– get
personal

41. Ask
customers,
staff
&
panels

42. Tip
9
– Get
fast…
fast

43. Google
speed
ranking
boost
is
coming
in
July

44. Think
R.A.I.L.
https://developers.google.com/web/fundamentals/performance/rail

45. Optimizing
For
Speed

46. CLOUDFLARE
WILL
NOT
INCREASE
YOUR
GOOGLE
PAGE
SPEED
SCORES

47. Consider
PageSpeed
Module
but
Watch
out
for
Conflicts

48. Implement
and
test
Gzip compression
Varvy’s Gzip Compression
Testing
Tool
-­‐>
https://varvy.com/tools/gzip/

49. BUT
GZIP
COMPRESSION
CAN
INCREASE
TTFB
Source:
https://blog.cloudflare.com/ttfb-­‐time-­‐to-­‐first-­‐byte-­‐considered-­‐meaningles/

50. IS
TTFB
REALLY
ALL
THAT
??
Source:
https://blog.cloudflare.com/ttfb-­‐time-­‐to-­‐first-­‐byte-­‐considered-­‐meaningles/
H

51. You
should
reduce
your
server
response
time
under
200ms
(Google
Developers)

52. OPTIMIZE
FOR
USERS
FIRST
CRITICAL
INTERACTION
PATH

53. RE-­‐OPTIMIZE
YOUR
DATABASE
APPLICATION
LOGIC
CAN
BE
A
KILLER
ON
ECOMMERCE
SITES
WITH
MULTIPLE
DB
CALLS

54. 1.75
seconds
to
fully
load
now

55. 1.77
seconds
now
to
fully
load
Defer
javascript
till
after
full
load

56. Yslow score
is
improved
after
defer
javascript

57. Base
64
Encoding
BINARY
TO
TEXT
ASCII
ENCODING

58. 1.69
seconds
with
no
CDN
&
still
improvements
available

59. Tip
10
– Be
mobile
first
&
foremost
&
forever
–
adaptive
-­‐ if
you
can

60. Multi-­‐devicing
(hugely
so
at
home)

61. Thank
you
Keep
in
touch
@DawnieAndo
@MoveItMarketing