international search summit 2013 - international magento seo
DESCRIPTION
International Search Summit 2013 - International Magento SEOTRANSCRIPT
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@stevejlock
International SEO on Magento
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@stevejlock
What I Am Covering Today...
=> How we executed an international campaign on a small budget for a luxury ecommerce website
=> Magento SEO & Magento Multi-Site
=> Overcoming technical problems
=> Full details on the work completed for a campaign that resulted in traffic increases of 250% in 4-6 months
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@stevejlock
Magento SEO
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@stevejlock
Magento Projects Require Homework
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@stevejlock
Preparing Technical Optimisation
=> Make sure you read both the GPMD (recommended) and Yoast blog posts
=> Install Magento SEO Pack
=> Setup Fooman & GA Ecommerce tracking
=> Use the canonical tag on every page and consider trailing slash canonical issues
=> Consider submitting removal requests if working on an existing site with junk in the index (default Magento generates lots!)
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@stevejlock
International Implementation=> Decide between local TLD's, sub-domains or
sub-folder structures for the international sites
=> Plan for translations, I recommend starting with one language then scaling
=> Implement hreflang
=> Really important to setup a GWT account for each international variation and set geo-location
=> Generate and submit international sitemaps
=> Look for examples in rank tracking where the wrong country might be ranking in your SERP!
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@stevejlock
Canonical Problems
=> There are always issues with any CMS
=> Unfortunately ecommerce is normally the worst :-(
=> Magento has trailing slash canonical problems with URL's that break the admin section when you try to resolve them with redirects
=> You need to use the canonical tag, but be careful to point to one canonical URL either with or without the slash
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@stevejlock
Duplicate Content & Junk Pages
=> Filter Pages (block with meta robots)
=> Sort Pages (block with meta robots)
=> Session ID's (GWT parameter handling, set base URL's in Magento admin)
=> Pagination (rel=next, rel=prev, rel=canonical)
=> Duplicate product descriptions
=> You can also add the nofollow attribute to junk pages which most Magento experts recommend
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@stevejlock
Shallow Site Architecture
=> Shallow site architecture is SEO 101
=> It's really important with ecommerce
=> It's really really important with ecommerce sites with thousands of products that are getting translated into many languages ;-)
=> I would also recommend using top level product URL's with 301 redirects e.g. example.com/product.html
=> You can use regex to then segment product pages easily by using .html as a rule
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@stevejlock
Filter Pages → Static Landing Pages
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@stevejlock
Process To Retire Products
=> SEO Pack can orphan pages in the Magento back end with no technical knowledge required
=> Personally I prefer 301 redirects, but these always require developers :-(
=> Very large ecommerce sites retain tens of thousands of links per month from retiring old pages with 301 redirects
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@stevejlock
Buyers Guides
=> Buyers guides can be really powerful
=> It's a useful place to build landing pages that might not fit elegantly into the taxonomy otherwise
=> Great for the long tail
=> Obviously don't forget to show lots of products on these pages :-)
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@stevejlock
Hybrid Magento Sites
=> Pure Magento sites are a good option, but they come with a steep learning curve for non-technical staff (HTML knowledge required)
=> Most hybrid solutions come with inevitable issues and development work becomes more complex
=> WordPress and Magento are probably the easiest to use with the Fishpig connector
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@stevejlock
Analytics Events & Goals
=> Useful to gain insights on user behaviour
=> Work well to test if users are engaging with new functionality and responding to design changes
=> Goals for time on site with different variations
=> Goals for pages viewed with different variations
=> Goals for moving around different sections of the site e.g. blog → product pages
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@stevejlock
Analytics Events http://w
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@stevejlock
Speed #Winningdailym
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@stevejlock
http://b
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Every 100ms of latency costs them 1% in sales!
Amazon Case Study
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@stevejlock
http://w
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Half a second of speed changed their bounce rate by 20%!
Google Homepage Case Study
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@stevejlock
=> Price and stock availability
=> Reviews through Feefo or TrustPilot
=> Video via sitemaps
=> Try to implement ASAP if launching as it can take many months to start to show in SERP's
=> I've seen client sites that have taken over a year
Schema & Structured Markup
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@stevejlock
=> This can be really hit or miss
=> Some clients have leveraged really well and it generates many more sales for them
=> Can be used as a method of data collection and for CRO changes e.g. if customers can't locate delivery options
=> Snap Engage is my favourite and can even support free VOIP calls
Live Chat
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@stevejlock
=> Look for strategies that can be scaled across languages e.g. competitions
=> It's important not to have a go with an in-house team without being honest with the client
=> Many countries can communicate well in English and therefore some outreach can be achieved with English teams
=> Guest posting we found to be far less effective
=> It's likely that using a specialist partner will be best
=> Watch out! Many partners we considered proposed low quality links
International Link Building
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@stevejlock
Link Building For Ecommercehttp
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@stevejlock
Kayak: Oceanic Airlineshttp
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ab le.co
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@stevejlock
Expedia: Flight To Marshttp
://ww
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k/
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@stevejlock
Competitions
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@stevejlock
International Infographicshttp
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@stevejlock
Scaling Across All Countries=> Firstly we nailed English, during setup we also
focused heavily on link building
=> Setup Magento Multi-Site and translations
=> Implemented hreflang and 301 redirects
=> Setup Google Webmaster Tools for each country setting geo-location for each
=> Generated international sitemaps and submitted to GWT
=> Planned for international outreach 2 countries at a time
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@stevejlock
ALL Links Help ALL The Sites Rank
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@stevejlock
Content Creation
=> Trial a number of writers and keep the best performers
=> Focus on one or two languages at a time
=> Look for a team of writers with the most output and look for the best writer as a proofreader
=> Form teams with one proofreader per language
=> Rinse and repeat...
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@stevejlock
Key Takeaways
=> Magento is a powerful platform, but has plenty of pitfalls you need to avoid
=> Avoid using modules for Magento Multi-Site as they often use parameters you would want to avoid
=> Focusing on two countries at a time for link building was effective (although it's still early days)
=> Using sub-folders can help with GWT especially removal requests
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@stevejlock
Key Takeaways
=> Take Google's advice on hreflang, international sitemaps and geo-location in GWT
=> For the quickest results and to leverage domain authority use sub-folder structures
=> Our approach enabled translators to be trained and work on optimising the different countries
=> Focus on your primary country, get that right and scale (especially with Magento!)
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@stevejlock
Thanks for listening :-)
Feel free to connect:
=> Slides: slideshare.net/stevejlock
=> Email: [email protected]
=> Twitter: @stevejlock / @linkdex
=> LinkedIn: linkedin.com/in/stevejlock