Tom advised SEOs to take advantage of Google Discover, which is actually a massive, untapped traffic opportunity as it’s more responsive to speed than organic search.
Before he signed off, Tom reiterated:
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Prioritize high traffic pages
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Metrics can be gamed/optimized
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Don’t do any of this at the expense of speed
We won’t dig into the how for all of this here, so definitely check out his presentation in the video bundle!
Luke Carthy — The Ultimate How-To for Faceted Navigation SEO in E-Commerce
After an introduction that got the whole chat laughing (“Hi, I’m Morgan Freeman. Welcome to the afterlife.”), Luke Carthy showed us how he generated a 25% increase in organic traffic using faceted navigation.
Wait, what’s faceted navigation? You’ve definitely run into it if you’ve ever shopped online. Think about the stores that allow you to filter and sort your search. Behind that search is a faceted nav, defining, filtering, and sorting URLs on a website.
If it’s so common, what’s wrong with it? As Luke explains, faceted navs generate hundreds of long, parameterized, filtered URLs. It’s messy, it’s bloated, and bots can’t easily crawl them.
SEOs tend to counteract this bloat by “nofollowing the shit out of” faceted URLs. But when we do that, all of that long-tail gold disappears.
So what’s the solution? As Luke says, “It’s all about balance!”
(Side note: how cute is this photo??)
Luke shared some ways to “make facets sexy” by:
- Understanding your site’s taxonomy
- Using filters only to add granularity
- Using “-” (dash) instead of “_” (underscore)
- Filtering parameter URLs in GA to spot opportunities
- Using a consistent structure
- Limiting indexable parameter options
There were a bunch more actionable tips in this presentation, but we