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Technical SEO for large eCommerce websites

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SerenaPearson2

How do you approach auditing large websites where you just cant crawl everything? This talk covers where to start, how to prioritise your efforts, and convince stakeholders to implement your recommendations so your emails dont die in the spam folder.

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Technical SEO for Large eCommerce Websites Serena Pearson | Kaizen Agency SLIDESHARE.NET/SERENAPEARSON2 @exceldaddy
@exceldaddy What well run through in this session How tech SEO differs for large eCommerce websites. Where do you even start auditing a website thats too big to audit? Prioritising your efforts. Getting stakeholders on board.
@exceldaddy How does tech SEO differ for large eCommerce websites?
@exceldaddy Typical approach to running a technical SEO audit Run a crawl Diagnose tech SEO issues Prioritise tech SEO issues Fix tech SEO issues
@exceldaddy With big websites, you just cant crawl everything.
@exceldaddy What happens when you cant crawl everything? You might try looking at a sample... Focus on business priorities? Adjusting your crawl settings? Google Search Console reports? Pick high-priority pages to audit? Maybe just one or a few key markets? Or just focus products? Potentially limiting crawl depth settings? Limit JS rendering options? Using reports already identifying issues? Looking at low performing traffic? Looking at pages which are ranking? Priority areas are typically inconsistent with the rest of the site, as they have been worked on. Typically its the harder to reach pages which require work, which you wont be able to get to. Theres only so much you can do with Search Console. Large eComm sites have huge duplicate & orphaned content issues which would be missed.
@exceldaddy DONT create a 50 page audit in isolation.
@exceldaddy The problems with running one big audit No one wants to read it. Its extremely resource intensive. Its inefficient. It can go out of date very quickly. Any document thats too long, most people will not read it properly. An immense amount of effort, tools, and time would be required. Again, an immense amount of effort, tools, and time would be required. Large eCommerce websites are typically very dynamic.
@exceldaddy Create an ongoing process to involve relevant teams Meet all relevant teams Produce top- level technical review Discuss implementation feasibility with stakeholders Supply relevant follow-up documentation Support implementation process
@exceldaddy Step 1: Find your relevant stakeholders
@exceldaddy Your fun and lovable Dev Team The witty SEO Team (if any) Product, Marketing & Copywriting
@exceldaddy Questions to ask Developers - What is the upcoming tech roadmap? Content Management Systems: - What CMS is being used? - How many CMSs are being used? - What tech SEO can be done in the CMS? E.g. can pages be redirected? Noindexed? - What are the limitations of the platform? CMS People To Know: - How many teams have access to the CMS? - Who has CMS access? - How much dev work is required to maintain & update the CMS?
@exceldaddy Questions to ask SEO, Product & Marketing Teams Which products/services are a focus for the upcoming year? What areas of the website & projects have been neglected or delayed? What does the product roadmap look like? Are there any sales which will be running this year? What seasonal campaigns do we run, and how is it approached?
@exceldaddy Step 2: Producing Technical SEO Overview
@exceldaddy eCommerce platforms have huge duplication risk
@exceldaddy Common technical duplication issues These can be found various ways, including looking at: Duplicate meta titles Duplicate meta descriptions Duplicate H1s URL list can be found in: Analytics platform Search Console Backlink reporting tools SEO tools Common technically duplicate issues: # URL Fragments ? URL Parameters Uppercase Other Letters Trailing Slashes HTTP & HTTPS Www. and non-www. /node/ URLs Spelling Errors
@exceldaddy Make sure to identify the main types of pages on your website. Types of pages which are common on eCommerce websites include: Campaign Pages Product Listing Pages E.g. shoulder bags Product Description Pages Blog Pages Pay attention to product description page templates Header Navigation Crawlability Breadcrumbs Implementation Hero or Sale Banner Crawlability IMG SEO & Alt Tags H1 & Copy Crawlability Related Product Linking Accordion Crawlability Related Categories & Other Linking Footer Navigation Crawlability
@exceldaddy Internal Linking & Site Architecture is a priority XML sitemap review Crawl the website Backlink review Internal linking components Should be well organised, submitted into Search Console, regularly updated. Looking at pages which are not very well linked to or are quite deep. Use a variety of tools to find any wasted linking equity. Consider looking at breadcrumbs, frequently used banners, etc.
@exceldaddy Step 3: Discuss implementation feasibility
@exceldaddy Make sure all documentation is as easy as possible to understand.
@exceldaddy The parameterised URLs generated by the faceted navigation are creating cannibalisation issues within the SERPs. This also impacts crawl and rendering budget, which should be conserved. Marketing Director This doesnt make any sense to me. You. The filtering component on product listing pages creates duplicate URLs as shown. [inserts example] Each variation of the URL competes with each other in Googles search engine. As SEO value is also diluted among them, they dont perform as well as they should. Marketing Director Example of confusing jargon. Example of accessible jargon. Cool, makes sense. You.
@exceldaddy The SERPs are showing a different user intent, based on this query wes identified. What is a SERP? You. Literally any non-SEO Example of confusing jargon. Example of accessible jargon. This set of keywords show lower purchase intent based on the content in the search engines results page. I understand this. You. Most marketers
@exceldaddy Area Description Impact Priority Effort Owner Attachment? Header Navigation Creating Sitewide 301s 20 instances of redirect chains were identified in the header navigation. This slows down page speed and wastes crawl budget. With 1.5 million pages being crawled daily and indexed, as shown in Search Console, this results in 30 million redirect chains being crawled. High Medium Dev Team Yes Broken Maps API on Contact/ Stores Page The maps component on the /contact-us and /stores subfolder is not functional. Customers leave the main website to go a competitor website, impacting user engagement metrics like time on page. Medium Medium Analytics Team No Example of how to lay out technical SEO issues
@exceldaddy Step 4: Supply follow up documentation
@exceldaddy Dont just run one audit and think your job is done. Its your responsibility to follow through until you get results. Technical SEO Audit Donts DONT create a 50 page audit in isolation. DONT use inaccessible SEO jargon without explanation. DONT send a document over without context to a team that you havent met before.
@exceldaddy Step 5: Supporting the team
@exceldaddy Keep in touch with regularly scheduled calls Help out where you can be gaining platform access Make sure to report on your success with the wider team
Thank you! :) You can find the slides at: Any questions, get in touch with Serena Pearson on Twitter at @exceldaddy slideshare.net/SerenaPearson2

More Related Content

Technical SEO for large eCommerce websites

  • 1. Technical SEO for Large eCommerce Websites Serena Pearson | Kaizen Agency SLIDESHARE.NET/SERENAPEARSON2 @exceldaddy
  • 2. @exceldaddy What well run through in this session How tech SEO differs for large eCommerce websites. Where do you even start auditing a website thats too big to audit? Prioritising your efforts. Getting stakeholders on board.
  • 3. @exceldaddy How does tech SEO differ for large eCommerce websites?
  • 4. @exceldaddy Typical approach to running a technical SEO audit Run a crawl Diagnose tech SEO issues Prioritise tech SEO issues Fix tech SEO issues
  • 5. @exceldaddy With big websites, you just cant crawl everything.
  • 6. @exceldaddy What happens when you cant crawl everything? You might try looking at a sample... Focus on business priorities? Adjusting your crawl settings? Google Search Console reports? Pick high-priority pages to audit? Maybe just one or a few key markets? Or just focus products? Potentially limiting crawl depth settings? Limit JS rendering options? Using reports already identifying issues? Looking at low performing traffic? Looking at pages which are ranking? Priority areas are typically inconsistent with the rest of the site, as they have been worked on. Typically its the harder to reach pages which require work, which you wont be able to get to. Theres only so much you can do with Search Console. Large eComm sites have huge duplicate & orphaned content issues which would be missed.
  • 7. @exceldaddy DONT create a 50 page audit in isolation.
  • 8. @exceldaddy The problems with running one big audit No one wants to read it. Its extremely resource intensive. Its inefficient. It can go out of date very quickly. Any document thats too long, most people will not read it properly. An immense amount of effort, tools, and time would be required. Again, an immense amount of effort, tools, and time would be required. Large eCommerce websites are typically very dynamic.
  • 9. @exceldaddy Create an ongoing process to involve relevant teams Meet all relevant teams Produce top- level technical review Discuss implementation feasibility with stakeholders Supply relevant follow-up documentation Support implementation process
  • 10. @exceldaddy Step 1: Find your relevant stakeholders
  • 11. @exceldaddy Your fun and lovable Dev Team The witty SEO Team (if any) Product, Marketing & Copywriting
  • 12. @exceldaddy Questions to ask Developers - What is the upcoming tech roadmap? Content Management Systems: - What CMS is being used? - How many CMSs are being used? - What tech SEO can be done in the CMS? E.g. can pages be redirected? Noindexed? - What are the limitations of the platform? CMS People To Know: - How many teams have access to the CMS? - Who has CMS access? - How much dev work is required to maintain & update the CMS?
  • 13. @exceldaddy Questions to ask SEO, Product & Marketing Teams Which products/services are a focus for the upcoming year? What areas of the website & projects have been neglected or delayed? What does the product roadmap look like? Are there any sales which will be running this year? What seasonal campaigns do we run, and how is it approached?
  • 14. @exceldaddy Step 2: Producing Technical SEO Overview
  • 16. @exceldaddy Common technical duplication issues These can be found various ways, including looking at: Duplicate meta titles Duplicate meta descriptions Duplicate H1s URL list can be found in: Analytics platform Search Console Backlink reporting tools SEO tools Common technically duplicate issues: # URL Fragments ? URL Parameters Uppercase Other Letters Trailing Slashes HTTP & HTTPS Www. and non-www. /node/ URLs Spelling Errors
  • 17. @exceldaddy Make sure to identify the main types of pages on your website. Types of pages which are common on eCommerce websites include: Campaign Pages Product Listing Pages E.g. shoulder bags Product Description Pages Blog Pages Pay attention to product description page templates Header Navigation Crawlability Breadcrumbs Implementation Hero or Sale Banner Crawlability IMG SEO & Alt Tags H1 & Copy Crawlability Related Product Linking Accordion Crawlability Related Categories & Other Linking Footer Navigation Crawlability
  • 18. @exceldaddy Internal Linking & Site Architecture is a priority XML sitemap review Crawl the website Backlink review Internal linking components Should be well organised, submitted into Search Console, regularly updated. Looking at pages which are not very well linked to or are quite deep. Use a variety of tools to find any wasted linking equity. Consider looking at breadcrumbs, frequently used banners, etc.
  • 19. @exceldaddy Step 3: Discuss implementation feasibility
  • 20. @exceldaddy Make sure all documentation is as easy as possible to understand.
  • 21. @exceldaddy The parameterised URLs generated by the faceted navigation are creating cannibalisation issues within the SERPs. This also impacts crawl and rendering budget, which should be conserved. Marketing Director This doesnt make any sense to me. You. The filtering component on product listing pages creates duplicate URLs as shown. [inserts example] Each variation of the URL competes with each other in Googles search engine. As SEO value is also diluted among them, they dont perform as well as they should. Marketing Director Example of confusing jargon. Example of accessible jargon. Cool, makes sense. You.
  • 22. @exceldaddy The SERPs are showing a different user intent, based on this query wes identified. What is a SERP? You. Literally any non-SEO Example of confusing jargon. Example of accessible jargon. This set of keywords show lower purchase intent based on the content in the search engines results page. I understand this. You. Most marketers
  • 23. @exceldaddy Area Description Impact Priority Effort Owner Attachment? Header Navigation Creating Sitewide 301s 20 instances of redirect chains were identified in the header navigation. This slows down page speed and wastes crawl budget. With 1.5 million pages being crawled daily and indexed, as shown in Search Console, this results in 30 million redirect chains being crawled. High Medium Dev Team Yes Broken Maps API on Contact/ Stores Page The maps component on the /contact-us and /stores subfolder is not functional. Customers leave the main website to go a competitor website, impacting user engagement metrics like time on page. Medium Medium Analytics Team No Example of how to lay out technical SEO issues
  • 24. @exceldaddy Step 4: Supply follow up documentation
  • 25. @exceldaddy Dont just run one audit and think your job is done. Its your responsibility to follow through until you get results. Technical SEO Audit Donts DONT create a 50 page audit in isolation. DONT use inaccessible SEO jargon without explanation. DONT send a document over without context to a team that you havent met before.
  • 27. @exceldaddy Keep in touch with regularly scheduled calls Help out where you can be gaining platform access Make sure to report on your success with the wider team
  • 28. Thank you! :) You can find the slides at: Any questions, get in touch with Serena Pearson on Twitter at @exceldaddy slideshare.net/SerenaPearson2