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SEO Fundamentals

The technical components of ecommerce


From:

SEO Fundamentals

with David Booth

Video: The technical components of ecommerce

Ecommerce websites are unique in that they're constantly evolving, because of product inventory that's coming and going. These websites tend to be very large as well, which can increase the chances of technical issues being introduced. If you're running an ecommerce site, there are some specific things to watch out for, and some things to put on your to-do list. First, if you're out of stock of a product, the product changes slightly, or you're not selling it at the moment, but you expect to at some point in the future, make sure to leave the page intact, but of course update the page with the appropriate messaging.
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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SEO Fundamentals
3h 29m Beginner Sep 17, 2012

Viewers: in countries Watching now:

In this course, author David Booth explains what search engine optimization (SEO) is and how you can start using it to increase your website's visibility to search engines and attract the right kind of traffic to the right kinds of pages on your site. Discover how to read a results page and find your ranking, and see how rankings affect both large and small businesses. Then find out how to implement basic optimization strategies, like conducting keyword research, building inbound links, optimizing your pages and content, and measuring your successes and progress while planning for a long-term SEO strategy. SEO for ecommerce, local search, and an international audience round out this comprehensive look at the basics of SEO.

Topics include:
  • What is SEO?
  • Understanding how search engines index content
  • Researching keywords
  • Using SEO tools
  • Optimizing pages for keywords
  • Optimizing code and site structure
  • Building links to your content
  • Optimizing non-text components of a web page
  • Analyzing content quality
  • Defining your audience, topics, angle, and style
  • Promoting your content via social media
  • Measuring SEO effectiveness
  • Setting up Google+ Local
  • Building links for an international audience
  • Optimizing ecommerce sites for search
Subjects:
Business Online Marketing Business Skills SEO
Software:
Google Analytics
Author:
David Booth

The technical components of ecommerce

Ecommerce websites are unique in that they're constantly evolving, because of product inventory that's coming and going. These websites tend to be very large as well, which can increase the chances of technical issues being introduced. If you're running an ecommerce site, there are some specific things to watch out for, and some things to put on your to-do list. First, if you're out of stock of a product, the product changes slightly, or you're not selling it at the moment, but you expect to at some point in the future, make sure to leave the page intact, but of course update the page with the appropriate messaging.

You don't want to have to start from scratch, especially if you're already getting good traction with the search engines. But if a product no longer exists in any form, make sure that that product URL returns a page "not found" with a status code of 404. You should make sure that your 404 page has been customized to provide an appropriate message letting users know that you're sorry that they didn't find what they're looking for. You'll also want to include navigation, a search bar, or perhaps even some suggested pages so that anyone that lands here has a way to continue shopping on your website.

If the product page location has just moved, like if it was assigned to a different category, you'll want to make sure to implement a 301 permanent redirect to take users to the right place, and to let search engines know that this is the new home for this particular product. With content that's always changing, we also want to make sure that the search engines have a way to discover your new content right away. Make sure your ecommerce platform generates an XML sitemap of all your website URLs.

Most ecommerce platforms can dynamically create these XML sitemaps, as your site changes from the same database that drives the website itself, and many of them can submit the sitemap URLs to the Search Engine Webmaster Tools as well. Making sure this process is in place, ensures that search engines will always discover your new content right away. And don't forget to place the rel="canonical" tag on each of your pages. This will make sure that search engines are indexing only unique URLs for each of your category, subcategory, and product pages, and it will ensure that you don't run into any duplicate content issues.

Again, many ecommerce platforms will do this for you or offer it as a feature that you can enable and configure. Last, a common presentation style on ecommerce sites includes paginated content. For example, you might have 30 products in a particular category, but they're displayed 10 per page. To a search engine, this might look like three different pages, and it can be confusing to search engine crawlers as they traverse your website. Fortunately, you can use the rel="next" or rel="prev" attributes on your pagination links, to tell search engines not to treat the linked page as a unique page, but instead, as just an extension of the current page.

Keeping in mind the extra technical components of an ecommerce website will help search engines to clearly index your content and understand the products you offer, setting you up for a better chance of being returned when users come searching.

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