Duplicate content is a Technical SEO issue I continue to see over and over again in eCommerce. I want to give eCommerce managers a primer on the potential scenarios as well as the tools available at our disposal to fix these issues. http://2xmedia.co/webinars/duplicate-content-ecommerce/

1. Duplicate Content
In eCommerce
Advanced SEO Tactics to Fix

2. @KunleTCampbell
Triggers of Duplicate Content
site:mywebsite.com

3. @KunleTCampbell
Triggers of Duplicate Content
site:mywebsite.com/&
140,000 Omitted
pages: Google supplemental index

4. @KunleTCampbell
Triggers of Duplicate Content
Category Page Sorting
More or less the same content
but sorted results generate
multiple URL parameters
http://www.astleyclarke.com/uk/earrings/pearl-earrings
http://www.astleyclarke.com/uk/earrings/pearl-earrings?dir=asc&order=price
http://www.astleyclarke.com/uk/earrings/pearl-earrings?dir=desc&order=price
http://www.astleyclarke.com/uk/earrings/pearl-earrings?dir=desc&order=news_from_date
http://www.astleyclarke.com/uk/earrings/pearl-earrings?dir=asc&order=bestsellers
Price Low:
Price High:
New In:
Best Sellers:

5. @KunleTCampbell
Triggers of Duplicate Content
Filtered Category Pages
Could potentially generate
multiple URLs: pretty much
dumping Google with
combinations and
permutations of URLs

6. @KunleTCampbell
Triggers of Duplicate Content
Pagination
Going through series of pages
within a single category or
brand page
http://www.worldofcamping.co.uk/furniture/camping-chairs-r82-83
http://www.worldofcamping.co.uk/furniture/camping-chairs-r82-83?p=2
http://www.worldofcamping.co.uk/furniture/camping-chairs-r82-83?p=3
http://www.worldofcamping.co.uk/furniture/camping-chairs-r82-83?p=4
http://www.worldofcamping.co.uk/furniture/camping-chairs-r82-83?p=5
Page 2:
Page 3:
Page 4:
Page 5:

7. @KunleTCampbell
Triggers of Duplicate Content
Multiple Versions of a
Product Page
Colour, size or style variations
of product pages could result
in multiple URLs
http://www.johnlewis.com/john-lewis-cashmere-mix-block-socks/p1391613
http://www.johnlewis.com/john-lewis-cashmere-mix-block-socks/p1391613?colour=Black
http://www.johnlewis.com/john-lewis-cashmere-mix-block-socks/p1391613?colour=Purple
http://www.johnlewis.com/john-lewis-cashmere-mix-block-socks/p1391613?colour=Red
http://www.johnlewis.com/john-lewis-cashmere-mix-block-socks/p1391613?colour=Grey
Page 2:
Page 3:
Page 4:
Page 5:

8. @KunleTCampbell
Triggers of Duplicate Content
Session ID URLs
Tracking variables tend to be
appended to URLs that either
link to your site or link
internally
mywebstore.example.com/books/?trackingId=cat123
mywebstore.example.com/cds/?trackingId=cat124
mywebstore.example.com/cards/?trackingId=cat125

9. @KunleTCampbell
Tools we have in our arsenal to tackle
duplicate content in eCommerce

10. @KunleTCampbell
1. The Canonical Tag
URL creates multiple versions of a
single page
The canonical tag ensures a singular
reference version of a specific URL
<link rel=”canonical” href=”http://example.com/category-page” />

11. @KunleTCampbell
2. Webmaster Tools URL Parameters
1. Parameters that don’t
affect page content
Typically `track pages like Session IDs –
SID, Affiliate IDs – affiliateID and
Tracking IDs – tracking-ID
2. Parameters that change,
reorder or narrow page
content
sort=price_ascending, rankBy=bestSelling,
order=highest-rated, sort=newest

12. @KunleTCampbell
2. Webmaster Tools URL Parameters
1. Parameters that don’t
affect page content
Typically `track pages like Session IDs –
SID, Affiliate IDs – affiliateID and
Tracking IDs – tracking-ID
2. Parameters that change,
reorder or narrow page
content
sort=price_ascending, rankBy=bestSelling,
order=highest-rated, sort=newest

13. @KunleTCampbell
3. Robots.txt - DISALLOW
1. Folder Level Control
You do not want to index URLs folders
such as /sales, /specials or /offers;
2. Site Architecture is Key
For filter options, sub categoriwe

14. @KunleTCampbell
3. Robots.txt - DISALLOW

15. @KunleTCampbell
4. Page Level Mark-Up [Meta Robots]
“robots”
Replace “robots” with a user agent of your choice:
“bingbot“
“googlebot“,
“baiduspider“,
“yandexbot”
“<value>”
Allows multiple values to be declared, comma separated:
NOINDEX – prevents the page from being included in the index.
NOFOLLOW – prevents bots from following any links on the page.
NOARCHIVE – prevents a cached copy of this page from being available in the
search results.
NOSNIPPET – prevents a description from appearing below the page in the
search results, as well as prevents caching of the page.
NOODP – blocks the Open Directory Project description of the page from being
used in the description that appears below the page in the search results.
NONE – equivalent to “NOINDEX, NOFOLLOW”
<meta name="robots" content=" <value> ">

16. @KunleTCampbell
4. Page Level Mark-Up [Meta Robots]
X-Robots-Tag HTTP
header
The X-Robots-Tag has identical
functions to the Meta Robots tag but the
only difference is that it can be used as
an element of the HTTP header
response for a given URL

17. @KunleTCampbell
Contact Me
to chat more…
about
eCommerce
Marketing
email: kc@2xmedia.co
twitter: @KunleTCampbell
web: www.2xmedia.co