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SEO from a CGC PerspectiveCERTIFICATION COURSE
Michael DeHaven - @stormseo
THE NETWORK EFFECT
SECTION 1:
CGC Fundamentals
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 3
UX
Five investment themes:
• Content
• Markup
• Reputation (Authority)
• Freshness
• User IntentUser Experience
Machine Learning
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Do we
and
Understand
User Intent
really ?
focus on❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Focus On and Understand Intent
Define User Intent
BV: User intent is the expectation of how
a chosen technology will react to input.
Google: A user’s search intent is a concept
describing how [Google] algorithms
understand what the user really wants with
a specific query within a specific context.
❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Focus On and Understand Intent
Read Google Inc. Patent Documents❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Focus On and Understand Intent
Your Micro-Moments, Your Expectations❒❒❒
orange heels
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Focus On and Understand Intent
Your Micro-Moments, Your Expectations❒❒❒
acura rdx
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Focus On and Understand Intent
Your Micro-Moments, Your Expectations❒❒❒
zombie games
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Focus On and Understand Intent
Your Micro-Moments, Your Expectations❒❒❒
mexico beach vacation
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
3029282726252423222120191817161514131211109876543210
Focus On and Understand Intent
Your Recent Searches❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
search phrase length
frequency /
rew
ard
Focus On and Understand Intent
Search Types
1. Homepage – I want to go to a known company’shomepage and I don’t feel like typing in .com, etc.
❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
search phrase length
2. Category – I have a problem and begin my searchwith only one or two words.
frequency /
rew
ard
Focus On and Understand Intent
Search Types❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
search phrase length
3. Branded Category – I have a problem and knowthe brand that will help me solve it.
frequency /
rew
ard
Focus On and Understand Intent
Search Types❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
search phrase length
4. Category w/ Criteria – I have a problem and specifya small amount of criteria.
frequency /
rew
ard
Focus On and Understand Intent
Search Types❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
search phrase length
5. Product / Location Name – I know the productname or store location that will solve my problem.
frequency /
rew
ard
Focus On and Understand Intent
Search Types❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
search phrase length
6. Long Tail – I’m going to trust Google with all the details about my problem.
frequency /
rew
ard
Focus On and Understand Intent
Search Types❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
search phrase length
frequency /
rew
ard
?
Focus On and Understand Intent
Search Types❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
search phrase length
frequency /
rew
ard
User Intent Research – Holiday 2016
Search Types – Homepage Intent
16%84%
❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
search phrase length
frequency /
rew
ard
16%• Brand Marketing
• Monitor Bounce Rates
• Focus on Trust & Respect
• Don’t Try Too Hard
User Intent Research – Holiday 2016
Search Types – Homepage Intent❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
search phrase length
78%22%
frequency /
rew
ard
User Intent Research – Holiday 2016
Search Types – Non-Homepage Intent❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Learn Machine
Learning
Clues
❒❒❒
!from
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
There’s NoSuch Thing
Search Trafficas free
❒❒❒
!
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
❒❒❒Total US Spending for SEO
Forecast
2008-2020 in $ Billions
Source: Borrell, 2016
$1
1.4
4
$1
5.9
7
$2
2.1
0 $3
4.2
7
$4
2.3
5
$4
8.2
8
$5
5.1
1
$6
0.7
3
$6
5.2
6
$6
8.8
9
$7
2.0
2
$7
5.2
3
$7
9.2
7
2008 2009 2010 2011 2012 2013 2014 2015 2016 (P) 2017 (F) 2018 (F) 2019 (F) 2020 (F)
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
❒❒❒Un-Optimized Acquisition Budget
SEO
Paid
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
SEO Paid
CPCeCPC
❒❒❒Optimized Acquisition Budget
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
❒❒❒Calculating eCPC
Expense
Incremental Traffic
eCPC =
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Did you know
2 Second Rule
that
has a secret ?
❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
❒❒❒
PageRequested
byBrowser
BrowserRequests
Rest of Page
Server-SideVersion
inBrowser
0 sec
Waiting for Some Items
IndexedVersion
Captured by
Googlebot
+2 sec
CompletePage inBrowserVisible toEnd Users
~5 sec
Google Indexes at +2 Seconds (Since 2015)
WebmasterTools
OperatorQueries
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
❒❒❒Google Indexes at +2 Seconds (Since 2015)
How do we
know?intext:bvseo_fps vs. intext:bvseo_cps
-or-
intext:bvseo_pps vs. intext:bvseo_lps
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
❒❒❒Google Indexes at +2 Seconds (Since 2015)
How do we
know? A trusted Google
insider confirmed it.
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
❒❒❒Google Indexes at +2 Seconds (Since 2015)
What should
you do?Test structured markup
twice using guidance at
http://bit.ly/testing-tool
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
❒❒❒Google Indexes at +2 Seconds (Since 2015)
What should
you do?Manage your page build.
• Stable rich content first
• Personalized elements next
• Ads last
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
What YouNeed to Know
Manual Actionsabout
?
❒❒❒
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Understanding Manual Actions
Manual Actions
Site-wide matches
Partial matches
Some manual actions apply to entire site
Some manual actions apply specific pages, sections or links
❒❒❒
This site may not perform as well in Google search results because it appears to be in violation of Google’s Webmaster Guidelines
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Understanding Manual Actions
Manual Actions
Site-wide matches
Unnatural links from your siteGoogle detected a pattern of unnatural, artificial, deceptive, or manipulative outbound links on pages of this site. This may be the result of selling links that pass PageRank or participating in link schemes. Learn more.
REQUEST A REVIEW
Some manual actions apply to entire site
!
❒❒❒
This site may not perform as well in Google search results because it appears to be in violation of Google’s Webmaster Guidelines
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Understanding Manual Actions
Manual Actions
Site-wide matches
Hacked siteSome pages on this site may have been hacked by a third party to display spammy content or links. You should take immediate action to clean your site and fix any security vulnerabilities. Learn more.
REQUEST A REVIEW
Some manual actions apply to entire site
!
❒❒❒
This site may not perform as well in Google search results because it appears to be in violation of Google’s Webmaster Guidelines
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Understanding Manual Actions
Manual Actions
Partial matches
Spammy structured markupMarkup on some pages on this site appears to use techniques such as marking up content that is invisible to users, marking up irrelevant or misleading content and/or other manipulative behavior that violates Google’s Rich Snippet Quality guidelines. Learn more.
REQUEST A REVIEW
Some manual actions apply to entire site
! Affectshttp://samp.le/c/
❒❒❒
This site may not perform as well in Google search results because it appears to be in violation of Google’s Webmaster Guidelines
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Manual Action Reconsideration Requests
1. Follow this Formula
• Interpretation of the issue
• Cause of the issue
• Corrective actions taken
• Own it and provide contact information
2. Be Humble
3. Be Thorough
4. Don’t Miss an Opportunity
❒❒❒
5-Minute Break!
SECTION 2:
Structured Markup
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
What isStructured Markup
Why do we need it?
And, why is it so difficult to get right?
!?>
?
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
!?>
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
!?>
4.7
5
27
5itemprop=“logo”
itemprop=“image”
itemprop=“aggregateRating”
itemprop=“inventoryLevel”
itemprop=“reviewCount”
itemprop=“bestRating”
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
!?>
Schema.org launched on June 2, 2011 as a joint effort between Bing, Google and Yahoo and Yandex.
Their mission was to create a common labeling system (schemas) that would help search engines understand the contents of web pages.
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
!?>The Moving Target
Over the years, structured markup has been an
iterative part of SEO – a moving target with a
new, preferred format, every few years.
• Microformats (< 2011)
• Microdata (2011 - 2016)
• RDFa (supported but not preferred)
• JSON-LD (2016 >)
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
!?>Microformats
• Preferred by Google before 2011
• Implemented in ”class” tags
• Prefixed with the letter h
• class=“hCard”, class=“ hProduct”
• Commonly found in WordPress templates
• Still supported by Google
• Does not play nicely with other formats
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
!?>Microdata
• Preferred by Google from 2011 – 2016
• Well documented in schema.org
• Implemented with “itemscope” and “itemtype”
• Predictable – when you understand it
• Most common format
• Fragile – if developers don’t understand it
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
!?>RDFa
• Well documented in schema.org
• Implemented with “property” and “typeof”
• Predictable – when you understand it
• Less common format
• Fragile – if developers don’t understand it
• Legacy: references data-vocabulary.org
• Proper: references schema.org (rare)
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
!?>JSON-LD
• Preferred by Google as of 2016 (premature)
• Documented in schema.org
• Less predictable, less documented, less common
• Statistical data used for Rich Snippets
• Content may not be indexed by Google Web Search
• Thorough use increases page size
• Caution: JSON-LD may be a value detractor
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
<div itemscope itemtype="http://schema.org/Product">
<span itemprop="name">Kenmore White 17" Microwave</span>
<img itemprop="image" src="kenmore-microwave-17in.jpg"
alt='Kenmore 17" Microwave' />
<div itemprop="aggregateRating” itemscope itemtype="http://schema.org/AggregateRating">
Rated <span itemprop="ratingValue">3.5</span>/5
based on <span itemprop="reviewCount">11</span> customer reviews
</div>
<div itemprop="offers" itemscope itemtype="http://schema.org/Offer">
<span itemprop="priceCurrency" content="USD">$</span><span itemprop="price" content="1000.00">1,000.00</span>
<link itemprop="availability" href="http://schema.org/InStock" />In stock
</div>
Product description:
<span itemprop="description">0.7 cubic feet countertop microwave.
Has six preset cooking categories and convenience features like Child Lock.</span>
</div>
!?>Microdata Example
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Product",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "3.5",
"reviewCount": "11"
},
"description": "0.7 cubic feet countertop microwave. Has six preset cooking categories and convenience features like Child Lock.",
"name": "Kenmore White 17\" Microwave",
"image": "kenmore-microwave-17in.jpg",
"offers": {
"@type": "Offer",
"availability": "http://schema.org/InStock",
"price": "55.00",
"priceCurrency": "USD"
}
}
</script>
!?>JSON-LD Example
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Spammy Structured Markup
Manual Actions
Partial matches
This site may not perform as well in Google search results because it appears to be in violation of Google’s Webmaster Guidelines
Spammy structured markupMarkup on some pages on this site appears to use techniques such as marking up content that is invisible to users, marking up irrelevant or misleading content and/or other manipulative behavior that violates Google’s Rich Snippet Quality guidelines. Learn more.
REQUEST A REVIEW
Some manual actions apply to entire site
! Affectshttp://samp.le/c/
!?>
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
What are you,
Labeling!?> ?
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
!?>It’s not about the right order…
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Product”
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
!?>It’s about right hierarchy!
itemscope itemtype=“schema.org/Product”itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Product”
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Without Guidance,
Google assumptions
must make
!?>
!
clear
^
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
!?>Pick a product, any product!
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Product”
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Product”
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Product”
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Product”
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Product”
Recommendations
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
!?>Pick a product, or is this a recipe page?
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Product”
Recipes
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Recipes”
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Recipes”
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Recipes”
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Recipes”
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
itemscope itemtype=“schema.org/WebPage”
!?>Use mainEntity to focus Google’s attention.
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Recipes”
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Recipes”
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Recipes”
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemscope itemtype=“schema.org/Recipes”
itemprop=“aggregateRating”
itemprop=“name”
itemprop=“review”
itemprop=“review”
itemprop=“mainEntity” itemscope itemtype=“schema.org/Product”
Recipes
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
QuestionsAnswers
!?> !that still need
Format coexistence?
Order of operations?
Where does the data get used?
Does un-indexed data provide value?
SECTION 3:
Product / Detail-Page SEO
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
search phrase length
78%22%
frequency /
rew
ard
User Intent Research – Holiday 2016
Search Types – Non-Homepage Intent/p//d/
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Place Product Pages
/p/ Folder into a
/p//d/
!(use /d/ if detail page is a better description)
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 72
Product Pages and the 5 Investment Themes
Content
Markup
Reputation (Authority)
Freshness
User Intent (Experience)
★★★★☆
★★★★☆
★★★☆☆
★★★☆☆
★★★★☆
/p//d/
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Focus onSatisfaction
/p//d/
!user intent
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Test OptimizeReview
Count
and/p//d/
!^
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Review Count by the Numbers./p//d/
378
30RPV / AOV
SERP Rank
Traffic
Bounce Rate
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Review Count by the Numbers./p//d/
7 RPV / AOV
SERP Rank
Traffic
Bounce Rate
About 2012, Bazaarvoice research
determined that average consumers
need an average of 7 relevant
reviews to develop a sense of
satisfaction.
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Review Count by the Numbers./p//d/
8 RPV / AOV
SERP Rank
Traffic
Bounce Rate
# of reviews recommended for
display on detail pages.
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Review Count by the Numbers./p//d/
3 RPV / AOV
SERP Rank
Traffic
Bounce Rate
# of reviews displayed by Amazon
for most of their history.
Amazon tested review counts in
2016 and now displays 8 on most
detail pages.
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Review Count by the Numbers./p//d/
30 RPV / AOV
SERP Rank
Traffic
Bounce Rate
# of reviews displayed by default
in most Bazaarvoice integrations
when paginating.
Testing found that 30 reviews
protected page speed while
satisfying deep-dive research
minded shoppers.
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Test OptimizeSort
Order
and/p//d/
!^
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
What’s Your Optimal Sort Order?/p//d/
Relevance
Most Recent
Most Helpful
RPV / AOV
SERP Rank
Traffic
Bounce Rate
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Maintain Thorough
Structured Markup
/p//d/
!and proper
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Incomplete Structured Data?
/p//d/
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Incomplete Structured Data?
/p//d/
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Lower YourBounce Rate
Search
/p//d/
!from
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
2016 Holiday Bounce Rates/p//d/
1 Apple 55% 11 Walgreens 39%
2 Williams-Sonoma 48% 12 Macys 39%
3 Target 45% 13 Home Depot 38%
4 Staples 44% 14 Costco Wholesale 37%
5 Nordstrom 44% 15 Amazon 36%
6 Sears 43% 16 QVC 36%
7 Kohl's 42% 17 HSN 36%
8 Best Buy 42% 18 Lowes 35%
9 Groupon 41% 19 Wayfair 33%
10 Walmart 41% 20 Gap, Inc. 32%
5-Minute Break
SECTION 4:
Category / Brand-Page SEO
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
search phrase length
78%22%
frequency /
rew
ard
User Intent Research – Holiday 2016
Search Types – Non-Homepage Intent/c//b/
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Place Category Pages
/c/ Folder into a
/c//b/
!(use /b/ for brand pages)
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 92
Category Pages and the 5 Investment Themes
Content
Markup
Reputation (Authority)
Freshness
User Intent (Experience)
★☆☆☆☆
★★☆☆☆
★★★☆☆
★☆☆☆☆
★★☆☆☆
/c//b/
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Category / list pages most commonly
match user intent. However, over
88% of these pages lack the
SEO-rich content needed
to rank well in search.
Optimize pages high in the funnel.
78%of Google searches
reflect that the user does
not know the product
they will purchase
to solve their
problem22%
infer that the user
wants more information
about a specific
product
/c//b/
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Your pages will improve in search rank…
…for many phrases
you already target
…and others where
you don’t yet rank
/c//b/
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
…like this niche fashion brand in 2016.
5,000
6,000
7,000
8,000
9,000
10,000
11,000
12,000
13,000
Dec Jan Feb Mar Apr May Jun Jul Aug
Page 1 Keyword Footprint 69% growth
Dec 7,127
Jan 7,891
Feb 8,791
Mar 9,019
Apr 9,302
May 10,119
Jun 11,396
Jul 11,929
Aug 12,015
/c//b/
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Deploy broadly for maximum effectiveness.
Top Categories
Secondary Categories
Facets & Filters
LandingPages
ThematicPages
Spotlights’ sitewide
license now provides the
flexibility to easily leverage
CGC across various page types.
/c//b/
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
What Controls Does Spotlights
for anSEO Professional
offer
/c//b/
?
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Adjust the settings to optimize.
While the default algorithm configurations
Perform exceptionally well, some
SEO professionals appreciate
the ability to test, refine
and optimize.
Eligible
Products
Eligible
Categories
Minimum
Product Rating
Minimum
Review Rating
Minimum
Review Count
Keywords
Exact
(preferred)
Keywords
Excluded
(absolute)
Algorithm
Randomization
Main
Entity
Products
Displayed
Reviews
Displayed
/c//b/
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Where: Spotlights Definitions File
Notes:
• Both fields allow a string input
• Multiple IDs supported
• Use forward slash (/) as the delimiter
/c//b/Spotlights Controls: Eligibility
Eligible
Products
Eligible
Categories
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
/c//b/
Minimum
Product Rating
Spotlights Controls: Eligibility
Where: Setting in BV Config Hub (Spotlights Section)
Minimum Product Rating: 1.0 – 5.0 stars (average)
Minimum Review Rating: 1 – 5 stars
Minimum Review Count: 1+
Minimum
Review Rating
Minimum
Review Count
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
/c//b/Spotlights Controls: Algorithm
Keywords
Exact
(preferred)
Keywords
Excluded
(absolute)
Where: Spotlights Definitions File
Notes:
• Both fields optional
• Both fields allow a string input
• Multiple words supported
• Use forward slash (/) as the delimiter
• Too many words will reduce effectiveness (use 6 – 10)
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
Where: Setting in BV Config Hub (Spotlights Section)
Randomization:
• High – all content is subject to randomization
• Medium – 1/3 of content is subject to randomization
• Low – 2/3 subject to randomization
• None – no randomization
Main Entity: enabled / disabled
/c//b/Spotlights Controls: Algorithm
Algorithm
Randomization
Main
Entity
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
/c//b/Spotlights Controls: Content Volume
Where: Setting in BV Config Hub (Spotlights Section)
Notes:
• Assume 100 words per average review
• Optimize settings to achieve > 1000 words
• Start with 8 – 12 products, then test other settings
• Choose a number that is divisible by what is visible in the
default/most common display.
Products
Displayed
Reviews
Displayed
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
How Do YouDetermine
SpotlightsIs Working
that
/c//b/
?
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
/c//b/Spotlights Testing: Substitute Experiment
SEO ContentNothing Changed Spotlights
-23%
50%
-1%
60%
50%
40%
30%
20%
10%
0%
-10%
-20%
-30%
0%
13%
50%
15%
0%
41%
Nov Dec Jan – Google Core Algorithm Update
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
/c//b/Spotlights Testing: Split Removal Experiment
5.2
5.4
5.6
5.8
6
6.2
6.4
6.6
6.8
7
7.2
21-Aug 28-Aug 4-Sep 11-Sep 18-Sep
Value-Driving SERP Rank
55% affected
RemovedSpotlights
Re-EnabledSpotlights
Keywords affected 663
Avg. position change: -2.8
Traffic impact:
- Est. daily traffic loss -2,676
- Days / yr. x 365
- Est. annual traffic impact -976,740
Keywords tracked 1,215
THE NETWORK EFFECTConfidential and Proprietary. © 2017 Bazaarvoice, Inc.
/c//b/Spotlights Testing: Rich Snippet Coverage
5-Minute Break
Panel Discussion
Certification Exam
http://bit.ly/bv_seo_cert_201703
Thank You