EFFICIENT SEO FOR WEBSHOPS

Günther Haslbeck 2014

Count first

Try to figure out how many websites your site really has. !So if you have 100 Products in 10 Categories you will have !- 1 Homepage - 1 Startpage for Categories - 10 Category pages "Page 1" with 5 Products on it - 10 Category pages "Page 2" with 5 Products on it - 100 Productpages with a clean link Plus - 38472 different links to your Productpages with conversion/partnerid parameters like /product?id=123& /product?id=123&affiliate=xxx /product?id=123&affiliate=xxx&campagn=xmas2013 - 384723 Links from Tagclouds and so on to search - 34 Lists of products, sitemaps and so on !This is where you Problem starts... All Links beyond the "PLUS" are to kill - ALSO the Category "Page 2/X" Stuff

Test on Google

If you do a site: site:www.yoursite.de it should display 1+1+10+100 which should be then 112 Pages. If there is more (plus / minus) use robots.txt to remove them. Dont use canonical or all that shit. It may help but read the following to understand why it is shit. !We have 2014 and Google still uses the one simple algorithm.. There are many many factors all around but its still simple: Lets assume we always start on the homepage. Lets also assume everyone who links to us does only link to the startpage. Assume we get 100 incoming links... This gives as some importance to that page. Google calls that Pagerank and you can have from 1 (poor) to 10 (hero) but normally you will have 3-5 or where 5 or 6 is really "hero". !But in this example forget about 1-10... just lets say we have some incoming value and its 1 !Also you have to know that Google says that the next page then gets Value*0.85 as new value and this 0.85 Value is divided by the links on your page.

Calculate

Lets go back to our structure. If we wouldn't have other links on page !- (A) 1 Homepage - (B) 1 Startpage for Categories - (C) 10 Category pages "Page 1" - - (D) with 5 Products on it !this will be the Value of every page in the Tree-Structure: !(A) = 1 (B) = 0.85 (C) = Every of this 10 Category pages gets: (0.85 / 10) * 0.85 = 0.07 (D) = We have 5 Products on the Category page so its (0.07 / 5) * 0.85 = 0.0119 !The Value the Product gets is 0.0119

Quality first

Now its important to !- have a clear Title, an unique content (Description) and so on, otherwise this Score will also decrease… !If this Product is reachable via different links you have „duplicate content“ on the page bec for google it seams like that the text is less important bec it is available x times. Google does not understand as you as the owner that its the same page. Its available under different urls so its less important for you... got it? (i know canonical... its a good idea but: keep your website STRUCTURE clean)

No Parameter CRAP

!Also think: If you link trough a page with ?affiliate=xy this page gets Value from external. This is good BUT:

www.site.com/product1and www.site.com/product1?affiliate=xy !are different pages so if p1 has a value from … lets say 0.1 and you get an external value .. lets say 0.05 its not 0.15, its still 0.1 for p1 and 0.05 for p2 !In the real world you would set a canonical and its not 100% correct what i wrote but if you think in this simple way you'll get what i want to explain… keep your shop clean. Ask your local Developer to set the cookie and redirect to the correct page via 301 (permanent). Don't use Javascript-Shit, Canonical or other crap to do this. !Back to your product: The "Value" of a product is 0.0119 Image there is the most important product you have somewhere…

Your competitor

Image you have a competitor with the same product and he has the same structure but he links this from the startpage. He will then have 2 Links on the startpage. 1 goes to (B) and one direct to the most important Product. !This means: to (B) only 0.85 / 2 = 0.425 to (C) only ((0.85/2) / 10) * 0.85 = 0.036125 (category page) to (D) only (0.036125/ 5) * 0.85 = 0.006141125 (your product) !So all normal Products have a value 0.006141125 compared to your 0.0119 we had before… !But what about the most important Product? Your Product has the value 0.0119 but his product has 0.425 because it gets the half value from the start page which means his product is about 36 times more important as yours. Guess which Product is in front in the Google SEarch Result Pages (SERP’s) ?

Conclusion

Have a very good and strong link structure. Dont divide your incoming value to death. If you want/need to have many links on the start page find an solution Link very flat but ONLY the the best products. Exclude Search and all that shit from Google (robots.txt) Test site:www.yoursite.de every day... there are always errors and so on. You have to stop problems immediately otherwise it may take month to get it clean again. !Think about which Products are the most important. Tests show that the full recalculation at Googles index take up to 4 weeks so it doesn't help if you update your page faster. Eg if you rotate the content on your start page only these pages will benefit who where on the startpage when google's bot grabs the site so rotate slow !Build a trust-"highway" through your website directly to the most important pages and products and leave all others on small country roads..

Conclusion

Tricks and so on. Dont believe the agencies .. don't use tricks. !Just have a clear link structure to show Google but also your users what is important. !Have a clear HTML/Document Structure, cross link if necessary, use clean words in the <a>Linktext</a> !Try to get more incoming links but not 1000s from 1 page… Think what you have learned!

How can i measure?

Iam sorry. Start thinking, hire are programmer, hire me ;) (see next page) !!!!

About me

Want to know more about me / Günther Haslbeck : !https://www.xing.com/profile/Guenther_Haslbeck !https://www.linkedin.com/in/guentherhaslbeck !http://www.guentherhaslbeck.de !MORE SLIDES: http://de.slideshare.net/ghaslbe !