Seems harder to attract new customers lately?
E-commerce is full of incredible opportunities, but so is the competition.
Good news – we know prosperity is possible!
Big e-commerce sites are doing it – you’ve seen the proof.
Successful large e-commerce companies approach their SEO in a way that allows them to grow, even as customer acquisition costs continue to rise.
Now, you too can thrive.
On March 9th, I hosted a webinar moderated by Jessica Flareau, SEO and Personalization Manager at Barnes & Noble, and Christophe Frenet, Chief Product Officer at Botify.
They provide comprehensive insights for scaling your ecommerce SEO efforts.
Here’s a quick summary of the webinar. To access the entire presentation, complete the form.
What is a large e-commerce site?
Large e-commerce sites are defined as those with more than 1 million URLs.
BN.com has 9 million URLs, and the world’s largest e-commerce site has more than 250 million URLs.
With so many pages, it is no longer possible for those large sites to manually optimize each page.
This means that large e-commerce sites need to be more automated.
Here’s one task you can start today to help scale your SEO efforts.
[Learn how Barnes & Noble leverages automation for SEO] Access the webinar now →
Why Search Engines and Big Websites Are Struggling
Search engines have to turn hundreds of billions of pages online.
With limited resources, search engines must determine how much time they will spend on each website.
This means that not every page of a large website is noticed or indexed by search engines.
where is that Crawl budget Come in.
What is a crawl budget?
Crawl budget is the amount of attention your site gets from search bots: how many pages are crawled in a given time frame.
The larger your site, the more likely it is that crawl budget constraints will affect your site.
In short, there is a good chance that your entire website will not be crawled by search bots.
If you have a large number of URLs, your crawl budget may run out before all pages are seen.
Crawl budget limit
According to Botify’s analysis of 6.2B Googlebot requests to 413 million web pages, 77% of large website pages don’t get any traffic from search engines.
why is that?
Search engines have a hard time finding every page on your website simply because the web is so big.
[Discover how to get the most out of your limited crawl budget] Access the webinar now →
How to balance user experience and crawl budget
To optimize your crawl budget, you need to consider both user experience and bots.
Barnes & Noble recommends working with product engineering to resolve this issue.
Start:
- Include revenue impact in project requests.
- Train the team on SEO.
- Implement automation to manage larger sites.
Barnes & Noble is also looking at revenue impact when optimizing for search.
[Find out how they do it easily with automation] Access the webinar now →
Understanding the SEO Funnel
Today, it’s not enough to just focus on your site’s crawl budget and search visibility.
Understanding the SEO funnel will help you optimize your crawl budget and overall sizing strategy.
When scaling your strategy, you also need to consider the following:
As you can probably imagine this means you have to do a lot of optimization on your website.
[Find out how to easily optimize each step] Access the webinar now →
How do large ecommerce companies handle SEO scale?
When it comes to smart, scalable SEO fundamentals and strategies, large ecommerce companies:
- Focus on the top of the funnel. Larger sites tend to utilize heavier technical SEO at the top of the funnel. As such, these optimizations affect the overall discoverability of the site and serve as the basis for all other SEO initiatives.
- Take advantage of more technical resources. Larger sites work closely with product engineering to implement optimizations. Large e-commerce companies know that automation is critical if you want to implement changes without requiring extensive development resources.
- Use faceted navigation. An efficient way to help you and your bots navigate inside your site.
Botify, March 2022[Find out how Faceted Navigation can help your site] Access the webinar now →
Barnes & Noble handles SEO at scale in the following areas:
- Manage website performance.
- Faceted Navigation.
- priority page.
Understanding SEO Strategies at Scale
The following enterprise ecommerce SEO strategies will help you:
Botify, March 2022[Get the strategy now] Access the on-demand webinar now →
Essential SEO Practices for Ecommerce Success in 2022
- Always invest in fundamentals like fixing bugs and tracking keywords.
- Pay close attention to site speed and its impact on user experience.
- Make sure your content is unique.
[Slides] SEO at Scale: What Makes a Big Ecommerce Site Different
Here is the presentation:
SEO at Scale: What Makes a Big Ecommerce Site Different from search engine magazine
Join us for our next webinar!
How much revenue have you lost due to a drop in organic traffic?
What’s the best way to explain organic traffic loss?
Learn about the impact of traffic loss on revenue, the key attributes that trigger it, and how to make up for it in our next webinar on March 16 at 2pm ET.
Image Source
Featured image: Paulo Bobita/Search Engine Magazine
