The document discusses optimizing product listing pages (PLPs) on ecommerce websites. It begins with the author describing their experience finding a website with little obvious "tech debt" issues to address. They then analyze which page templates drive the most revenue, finding PLPs account for 60% of organic revenue. The author breaks down PLPs into individual components and suggests prioritizing optimization of filters and internal linking. They argue for considering metrics beyond just search volume, like user behavior and conversion data, when deciding which page variants to focus on.
90. @areej_abuali #BrightonSEO
◉ Index everything to capture as
much ranking opportunity as
possible
◉ Noindex a huge chunk to avoid
suffering from index bloat
They either attempt to…
94. @areej_abuali #BrightonSEO
◉ Google might not crawl all our pages
◉ Google might not index all our pages
◉ Our valuable pages might not be
crawled and/or indexed
If we attempt to index everything…
95. @areej_abuali #BrightonSEO
◉ Google might not crawl all our pages
◉ Google might not index all our pages
◉ Our valuable pages might not be
crawled and/or indexed
◉ Our valuable pages might not rank
If we attempt to index everything…
96. @areej_abuali #BrightonSEO
◉ Index everything to capture as
much ranking opportunity as
possible
◉ Noindex a huge chunk to avoid
suffering from index bloat
They either attempt to…
98. @areej_abuali #BrightonSEO
◉ Index everything to capture as
much ranking opportunity as
possible
◉ Noindex a huge chunk to avoid
suffering from index bloat
So, neither option works…
115. @areej_abuali #BrightonSEO
Sift through our data to understand:
User filter
interaction
Most/least
clicked filters
Internally
searched terms
High converting
filters
121. @areej_abuali #BrightonSEO
We only look at data that we care
about are measured on, without
considering metrics that other
teams care about are measured on
152. @areej_abuali #BrightonSEO
◉ Number of indexed pages
◉ Ranking of filter keywords
◉ Organic traffic of PLPs
◉ Organic revenue of PLPs
Setting a benchmark
163. @areej_abuali #BrightonSEO
◉ Test everything in a staging
environment
◉ Avoid a site-wide push,
instead break into iterations
Playing things safe
164. @areej_abuali #BrightonSEO
◉ Test everything in a staging
environment
◉ Avoid a site-wide push,
instead break into iterations
◉ Have a roll-back plan in place
Playing things safe
195. @areej_abuali #BrightonSEO
I was so fixated on this…
Content
Internal
Linking
Tech
Product name Breadcrumbs Filters
Product
description
Relevant Links
196. @areej_abuali #BrightonSEO
That I forgot everything else
Content
Internal
Linking
Tech
Product name Breadcrumbs Filters
Product
description
Relevant Links
218. @areej_abuali #BrightonSEO
This year, I wanted to talk about
how important it is to dive deep into
that *one* opportunity that will help
us deliver value