Category

Technical SEO

Technical search engine optimization refers to the structure and organization of a site for maximum search engine visibility. Our coverage addresses structured data (Schema.org), website hierarchy, menus, categories, page speed, bot crawlers (including Googlebot), domain names, and more.

Technical SEO
SEO: What Google’s New Passage Indexing Means for Ecommerce

November 5, 2020 • Jill Kocher Brown

In its never-ending quest to improve search results, Google is extending natural language processing to "passage indexing," ranking individual sentences or phrases within a page. Google addressed this latest update in an October 15 blog post. The update will impact an estimated 7 percent of its search queries worldwide.
Technical SEO
‘Domain Age Impacts Rankings’ (and 8 Other SEO Myths)

October 5, 2020 • Jill Kocher Brown

Many myths surround the complex signals that search engines use to determine organic rankings. In this post, I'll debunk nine such myths and share the four factors that matter.
Technical SEO
FAQ Snippets Expand Organic Search Visibility

September 22, 2020 • Bill Sebald

There is one rich snippet that has become increasingly popular: frequently asked questions. An FAQ snippet expands a listing's real estate in organic search results. It's based on implementing FAQ Schema in the code.
Technical SEO
Google Lighthouse SEO Scores of Every Shopify Theme

August 12, 2020 • Hamlet Batista

This post addresses the SEO capabilities of every Shopify theme, using Lighthouse, across various page types — home, products, collections, blogs — for desktop and mobile.
Technical SEO
SEO How-to, Part 11: Mitigating Risk

August 10, 2020 • Jill Kocher Brown

The risk to organic search performance from altering a website usually comes from changes to content, linking structures, or underlying technology. With careful planning and execution, however, you can mitigate the risk from those changes and increase the likelihood of better rankings. This is the 11th installment in my "SEO How-to" series
Technical SEO
SEO How-to, Part 10: Redesigns, Migrations, URL Changes

August 4, 2020 • Jill Kocher Brown

Changes in content, linking, and URL structure can dramatically impact organic search performance. Thus it's critical to understand the search engine risks and rewards from a new design before you start developing it. This is the 10th installment in my "SEO How-to" series.
Technical SEO
SEO How-to, Part 9: Diagnosing Crawler Issues

July 27, 2020 • Jill Kocher Brown

Search engines must crawl and index your site before it can rank in organic search. Thus optimizing your content is pointless if search engines cannot access it. This is the ninth installment in my “SEO How-to” series.
Technical SEO
SEO How-to, Part 8: Architecture and Internal Linking

July 20, 2020 • Jill Kocher Brown

The structure of your ecommerce site — categories, subcategories, attributes — heavily impacts search engine optimization. This is the eighth installment in my “SEO How-to” series.
Technical SEO
Understanding Core Web Vitals for SEO

July 8, 2020 • Bill Sebald

On rare occasions Google provides expectations of upcoming algorithm changes. For example, Google alerted us to the mobile-first index change and, also, the inclusion of SSL signals. Once again, Google has given us a heads-up with Core Web Vitals.
Technical SEO
Assessing Google’s ‘Core Web Vitals’ on Shopify Themes

June 23, 2020 • Hamlet Batista

Google recently announced "Core Web Vitals," which are new performance metrics that will become a search ranking signal next year. Google displays the new metrics in Search Console, PageSpeed Insights, and the Chrome User Experience Report. “Page Speed Scores of Every Shopify Theme,” my article in April, included a table of those speeds at that time.
Technical SEO
SEO How-to, Part 2: Understanding Search Engines

May 21, 2020 • Jill Kocher Brown

Nearly half of shoppers turn to Google before deciding what to buy and where to buy it. Understanding how Google and other search engines work can help you choose which optimization strategies to apply. This post is the second installment in my "SEO How-to" series.
Technical SEO
SEO: Target Informational Rankings with Pillars and Clusters

April 21, 2020 • Jill Kocher Brown

Unless it's a major brand, an ecommerce site’s category and product pages may not rank organically for informational search queries. Creating pillar and cluster pages can help.
Technical SEO
The Role of Accessibility in SEO

April 14, 2020 • Bill Sebald

In the early years, search-engine optimizers typically equated accessibility with rankings. We focused on algorithms. A website that's accessible to users with disabilities would also be accessible to Google. Or so we thought. Things are different today.
Technical SEO
SEO: Auditing Backlinks with Google Search Console

April 12, 2020 • Jill Kocher Brown

The best backlinks are the ones search engines know about. Four reports in Google Search Console help analyze the strength of your backlink portfolio. Search engines use backlinks — the links from other sites to yours — in their algorithms as measures of value and authority.
Technical SEO
SEO: Manage Crawling, Indexing with Robots Exclusion Protocol

April 2, 2020 • Jill Kocher Brown

Indexing is the precursor to ranking in organic search. But there are pages you don’t want the search engines to index and rank. That’s where the "robots exclusion protocol" comes into play.
Technical SEO
SEO: Using Canonical Tags to Reduce Duplicate Content

March 23, 2020 • Jill Kocher Brown

Canonical tags are an essential tool to prevent duplicate content in organic search results. "Canonical" in search engine parlance means the one true page out of potentially many duplicates.
Technical SEO
SEO: 7 Ways Ecommerce Sites Create Duplicate Content

March 15, 2020 • Jill Kocher Brown

I've never worked with an ecommerce platform that was entirely free of duplicate content. Some platforms are better at containing the sprawl. But one change in the settings or the code could accidentally produce duplicates — i.e., different pages with different URLs for the same piece of content.
Technical SEO
SEO: Why Your Faceted Navigation Pages Aren’t Ranking

March 1, 2020 • Jill Kocher Brown

The filters and facets utilized by ecommerce sites allow shoppers to quickly narrow a product set by color, style, or other attributes. It's called faceted navigation. It's ideal for targeting keywords with midsized demand. And it can seriously boost organic search traffic.
Technical SEO
Analyze Competitors’ Breadcrumbs for Categories, Products

February 25, 2020 • Hamlet Batista

Knowing the breadcrumb navigation of your ecommerce competitors can be helpful. It could identify missing categories on your own site, navigation ideas, and even competitors' best-selling products.
Technical SEO
Google Downgrades Nofollow Directive. Now What?

February 24, 2020 • Jill Kocher Brown

On March 1, Google will no longer consider nofollow attributes as commands. Instead, they will be hints, much like canonical tags. Until now, nofollow attributes have been a protective barrier between your site's authority and the potentially questionable sites it links to.
Technical SEO
6 Ways to Know If Your SEO Is Broken

February 9, 2020 • Jill Kocher Brown

Gut feel. That's how ecommerce marketers sometimes gauge the health of their search engine optimization program. SEO contains many gray areas, for sure. But an evaluation requires data, not a hunch. Use these six methods — in order — to determine the health of your SEO program.
Technical SEO
SEO: 7 Shopper-grabbing Rich Snippets for Ecommerce

February 2, 2020 • Jill Kocher Brown

It’s increasingly difficult for organic search listings — the 10 blue links — to win the click. Rich snippets, which are powered by structured data, can make your links stand out. Here seven types of rich snippets that enhance blue links and thus drive clicks and sales.
Technical SEO
How to Rank in Google’s New Popular Products

January 19, 2020 • Jill Kocher Brown

Facing declining product searches thanks to marketplaces such as Amazon and Walmart, Google amped up its ecommerce search game last week with a new organic search feature: popular products.
Technical SEO
Speed Up Your Slowest Pages with Prefetching

January 3, 2020 • Hamlet Batista

In previous articles I’ve addressed ideas to improve page speed, such as with HTML caching and isolating slow loading resources. In this post, I'll explain how to determine your slowest pages and apply a simple fix to speed them up.
Technical SEO
5 Obstacles to SEO Success

December 20, 2019 • Jill Kocher Brown

I’ve worked in SEO for 14 years. In my experience, the following five deficiencies will likely block efforts to improve organic search performance
Technical SEO
Are SEO Audits Worth the Money?

December 17, 2019 • Bill Sebald

An SEO audit can cover any number of components — technical, content, competitive, backlinks, mobile, and analytics. Or it can be even more detailed. The risk of a generic SEO audit is that it scratches the surface, with little benefit.
Technical SEO
For SEO, How Fast Is Fast Enough?

November 3, 2019 • Jill Kocher Brown

Page speed improvements are high on most ecommerce to-do lists. The potential for increased revenue as well as better organic search rankings makes the effort worthwhile. But first, everyone wants to know how fast is fast enough.
Technical SEO
7 SEO ‘Rules’ to Ignore for Ecommerce

October 13, 2019 • Jill Kocher Brown

Search engine optimization tools have evolved into measuring hundreds of variables. But not all of them impact ecommerce performance in my experience. What follows are seven common SEO metrics to ignore, or relegate to a quick glance.
Technical SEO
Chrome’s ‘Mixed Content’ Updates Could Impact Ecommerce Sites

October 7, 2019 • Hamlet Batista

Google Chrome just announced important changes that could impact ecommerce. The changes address "mixed content" — sites with HTTP and HTTPS resources. In this post, I'll review steps to ensure the changes do not affect your ecommerce site come January.
Technical SEO
7 Coding Barriers to SEO Success

October 6, 2019 • Jill Kocher Brown

Googlebot obeys only certain commands, ignores forms and cookies, and crawls only the links coded with a proper anchor tag and href. What follows are seven items that block Googlebot and other search engine bots from crawling (and indexing) all of your web pages.

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