Optimising your faceted navigation to target long-tail keywords
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This document provides tips on optimizing facet navigation for ecommerce websites to target long-tail keywords and drive more traffic and sales. It recommends using keyword research to identify relevant facets, optimizing facet URLs and landing pages with long-tail terms, and linking to facet pages to build their authority and reduce reliance on other marketing channels. Done correctly, facet navigation optimization can help websites better serve consumer intent, improve the user experience and conversion rates, and open up new backlink opportunities.
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Optimising your faceted navigation to target long-tail keywords
- 1. Optimise your facet navigation for undiscovered ecommerce success Vicky Golding SEO Consultant
- 2. Optimise your facet navigation for undiscovered ecommerce success Focus on mid and long-tail keywords to leverage your facet taxonomy. This will help to fulfil consumer intent, secure additional web conversions and boost your revenue stream whilst streamlining your marketing spend. Executive summary
- 3. Optimise your facet navigation for undiscovered ecommerce success The role of facet navigation
- 4. Optimise your facet navigation for undiscovered ecommerce success Optimising them can: • Leverage consumer demands • Improve UX by offering more relevant search results • Direct PageRank to targeted URLs • Drive conversions and revenue • Provide new backlink opportunities Facet navigations can… help consumers discover products intuitively
- 5. Optimise your facet navigation for undiscovered ecommerce success For example, I’m choosing a wedding dress I might tailor my search by… FabricNecklineSleeveColour Long sleeve LaceScoopWhite
- 6. Optimise your facet navigation for undiscovered ecommerce success DA and backlinks alone do not guarantee success Ran k URL Root TF URL TF 1 www.davidbridal.com/long- sleeve-wedding-dresses 67 30 2 www.maggiesottero.com/sl eeve-wedding-dresses 62 30 3 shop.nordstrom.com/c/wed ding-dresses 82 64 Optimised category page Optimised category page Non-optimised category page
- 7. David’s Bridal Nordstrom URL: http://www.davidsbridal.com/long-sleeve-wedding-dresses Title: Long Sleeve Wedding Dresses & Gowns | David’s BridalURL: http://shop.nordstrom.com/c/wedding-dresses Title: Wedding Dresses | Nordstrom Wedding Dresses
- 8. Optimise your facet navigation for undiscovered ecommerce success Sometimes does relevancy outrank authority
- 9. Optimise your facet navigation for undiscovered ecommerce success The solution
- 10. Optimise your facet navigation for undiscovered ecommerce success It all begins with keyword research
- 11. Optimise your facet navigation for undiscovered ecommerce success Long-tail queries account for up to 70% of all organic searches Awareness ConsiderationInterest Purchase Mid-tail terms “lace bralette” 1.9K searches Head terms “bra” 90.5K searches Long-tail terms ”white lace halter bralette” 50 searches Mostly page 1 Limited visibility Nowhere
- 12. Deliver content to serve the user’s needs PurchaseAwareness vs.
- 13. BrasMyla Silk BrasMyla 32C BrasMylaSilk Bras32C Home Bras Nightwear Sportswear Silk Bras 32C Bras Silk Bras32CMyla
- 14. Optimise your facet navigation for undiscovered ecommerce success Facet combinations should reflect common queries which collectively provide notable search estimates Harness data from: • Keyword research tools • SERPs • Competitors • Search Console • Analytics • PPC (if applicable) • Merchandising Team This will help to determine which keywords and URLs are driving the highest number of visits and conversions. Keyword Avg. Monthly Searches Competition lace bralette 9.9k High lace bra 4.4k High black lace bralette 3.6k High white lace bralette 2.4k High black lace bra 1.3k High white strapless bra 1.3k High white lace bra 1k High black lace bralette top 1k High white push up bra 720 High white strapless push up bra 260 High white padded sports bra 170 High white push up bralette 140 High
- 15. Optimise your facet navigation for undiscovered ecommerce success Use this free scraper extension to quickly find category opportunities from competitor websites Here’s how it’s done…. • Go to a category page. • Right-click the mouse next to the information you want to scrape. • Then click ‘scrape similar’. • The information is then displayed within the scraper interface and can be either copied to your clipboard or exported to a Google doc. • You can extract other content by adding new columns using XPath or JQuery.
- 16. Optimise your facet navigation for undiscovered ecommerce success Grouping into meaningful sub-topics will provide session and revenue estimations Quantify the size of the prize
- 17. Optimise your facet navigation for undiscovered ecommerce success Dig deeper into broader terms around offers, customer ratings and price to establish relevancy
- 18. Optimise your facet navigation for undiscovered ecommerce success Technical steps
- 19. Optimise your facet navigation for undiscovered ecommerce success • Don’t open the entire system - determine which facets to leverage in each category to prevent crawl inefficiencies and link equity dilution. • Avoid thin/doorway pages by comparing against your product offering – there’s no point creating a new listings page for a very small range of eligible products. Aim to have a min. 10 products in each PLP. • Cannibalisation issues 1). Arrange selected facets by value and significance - e.g. “size” is very important for some electrical goods like TVs, laptops and cameras but is less so for beauty accessories or vacuum cleaners. 2). Make page content unique and relevant. 3). Identify where multiples co-exist and exhibit good search volumes. For example, it’s reasonable for someone to simultaneously look for several colour combinations. Facet optimisation adds a massive layer of complexity but it’s worth it if we mitigate against the potential issues
- 20. Optimise your facet navigation for undiscovered ecommerce success “White cotton t-shirt” “Cotton white t-shirt” Follow the sequence in which adjectives and facets are predominately selected
- 21. Optimise your facet navigation for undiscovered ecommerce success Minimise development resources Help to pre-define the URL logic for each subcategory facet Recommended Facet URL Logic
- 22. Optimise your facet navigation for undiscovered ecommerce success • Deal with irrelevant combinations 1). Canonicalise all unnecessary facets to their parent page (hint not directive). 2). Dynamic search parameters should be defined with a ”noindex, nofollow” meta robots tag and disallowed in the robots.txt file. 3). Define parameters with Search Console’s URL Parameter tool (hint not directive – tell Googlebot the effect a parameter may have on a page and how it should treat them). Manage the controllables
- 23. Optimise your facet navigation for undiscovered ecommerce success Optimise your facet URLs with long-tail search terms
- 24. Optimise your facet navigation for undiscovered ecommerce success • URL • Page title • Breadcrumbs • H tags • Content snippets • Image ALT texts • Product names • FAQs (if applicable) David’s Bridal URL: http://www.davidsbridal.com/long-sleeve-wedding-dresses Title: Long Sleeve Wedding Dresses & Gowns | David’s Bridal
- 25. Optimise your facet navigation for undiscovered ecommerce success Provide accessibility and build page authority
- 26. Optimise your facet navigation for undiscovered ecommerce success Cultivate link equity for each facet URL Don’t allow them to exist as orphan pages with no PageRank •Filter navigation on the CLP and PLPsOne feature per facet URL •Create a ‘popular searches’ or ‘related searches’ option within your CLPsTwo or more features per facet URL •Create relevant content with in-copy links. Use long-tail anchor textsBlog articles and/or style guides •Get the biggest proportion of link equity •Secure the highest click-through rates Harness your mega menu •Provide bots with have an accurate blueprint of how a website is structured and what pages are open for crawl and indexationXML sitemap inclusion •Automatically connect to them via href links so you’re not solely relying on links from the main nav or copy linksHref links •Strategic growth campaigns, #journorequests etc.• Backlinks
- 27. Optimise your facet navigation for undiscovered ecommerce success In conclusion • Pivot mid and long-tail search queries to leverage consumer intent • Guide visitors down the purchase funnel and drive online sales • Maximise UX • Provide new backlink opportunities • Reduce reliance on other marketing channels – high resource / cost Dangers Opportunity Actions • Complex function to manage • Link equity dilution • Crawl and indexation issues • Cannibalisation • Thin content • Keyword research • Competitor analysis • Facet selection and configuration • Landing page optimisation • Execute targeted outreach activity
- 28. Optimise your facet navigation for undiscovered ecommerce success Vicky Golding (SEO Consultant, Builtvisible) https://builtvisible.com/optimise-your-faceted-navigation-to-target-long-tail- keywords Maria Camanes (Senior SEO Consultant, Builtvisible) https://builtvisible.com/faceted-navigation-seo-best-practices/ Maria Camanes (Senior SEO Consultant, Builtvisible) https://builtvisible.com/ecommerce-quick-wins-you-can-implement-today-to-boost- your-seo-performance/ Richard Baxter (Founder & Non-executive Director, Builtvisible) https://builtvisible.com/solving-site-architecture-issues/ Additional reading
- 29. Thank you. builtvisible.com Vicky Golding SEO Consultant vicky@builtvisible.com
Editor's Notes
- Resources and money
- These product attributes convey search intent
- Industry giants aren’t necessarily going to win at the game. Having a strong DA & a good range of high quality backlinks
- David’s Bridal have optimised category pages with unique and relevant content for ‘long sleeve wedding dresses’
- Open as phases - 1 facet navigation
- Greater than the sum of its parts
- Bear in mind that if a person wants to buy a new bra and has very specific requirements then landing on these articles instead of a closely- related product category page is likely to cause friction to the user’s experience. So we need to consider where articles and guides can be utilised and where facet navigation comes into play
- But because there can a huge number of possible combinations (which only increases with the size of your ecomm site) we have to manage the flood gates Open as phases - 1 facets then 2 facet
- KWR tool – keyword planner & answer the public Analytics – URLs sessions and conversions Merchandise Team – popular products that sell Type, COLOUR & MATERIAL
- Product filters should not be indexed - used to sort or narrow page content - rather than actually changing it and offering unique value (duplicate results) 5* insurance cover Zen generation – interested in low price points ’under £20’ may be legit and should be indexable
- Product offering - periodically change (product discontinuation/collection launches/collaborations with other brands)
- Products can have five or more distinguishable features but in English we typically use no more than four adjectives to describe something.
- Defining parameters – under ‘legacy tools and reports’ Defining parameters - won’t work for Bing or Yahoo user-agents
- optimised category pages with unique and relevant content for ‘long sleeve wedding dresses’
- Open as phases - 1 facet navigation
- UX on site navigation and serving mor relevant research results