Crawlable

Jill Kocher on January 4th, 2013

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With a new year ahead, it’s time to think about New Year’s resolutions. What do you want search engine optimization to do for your site in 2013? The most likely goals for any ecommerce site revolve around driving more traffic and converting more visitors. Let’s look at some steps for analyzing, planning and implementing stronger SEO programs in 2013.

Drive More SEO Traffic

Everyone wants more traffic. But before you can grow visitors, you need to understand where they’re coming from today. First stop, check your analytics to determine which keywords are driving organic search traffic, and to which URLs. This will tell you where your SEO performance is coming from today.

Next step, refresh your keyword research to determine what your c…

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Jill Kocher on December 21st, 2012

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Ecommerce sites rely on filtered or faceted navigation to make their product catalogs more easily digestible for customers. Depending on how filters and facets are implemented, however, they can either be fantastic for search engine optimization or a big failure.

SEO is based on three pillars: crawler access, keyword relevance, and authority. Filters and facets affect the first two of these pillars, access and relevance. Depending on which platform is used and how it’s implemented, faceted navigation and filters can act as crawl barriers for search engines or produce tremendous amounts of duplicate content. That’s the access issue. If a search engine’s crawler can’t or doesn’t access certain pages on the site, those pages have no chance…

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Jill Kocher on September 25th, 2012

Mention web accessibility and digital marketers tend to sigh, flash back to alt attributes on images and envision a small handful of vision-impaired people using screen readers. In reality, accessibility standards benefit nearly 12% of the U.S. population, from people with hearing and vision impairment to people with repetitive motion disorder, developmental disabilities or ADHD. And the growing population of senior citizens online represents another important reason for brands to embrace accessibility standards, with 53% of American adults age 65 and older using the Internet.

As an added benefit, what’s good for accessibility is also typically good for search engine optimization. The accessibility standards that focus on providing textual alternatives and navigational guidelines have the most overlap with SEO because the search engine crawlers that index the Internet for ranking are traditionally bound by similar restrictions as screen readers. […] Read >

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Jill Kocher on August 24th, 2012

Editor’s Note: This is part one of a two-part series on identifying, assessing, and mitigating the risk of site redesigns on organic search traffic. Part two, “Creating a Launch Strategy,” we will publish next week.

Site redesigns can create a period…

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Jill Kocher on August 3rd, 2012

Online location pages of physical stores should provide much more information than just the physical address of a store close to the individual user. Many consumers already know where a store is, based on their everyday routines. What they don’t know…

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