In this talk, Kristina will share an 8-step framework for eCommerce stores that will help to efficiently create sub-categories based on the existing filters. These sub-categories will capture long-tail keywords with buying intent, something that online stores usually miss or don’t have time for.
46. Kristina Azarenko @azarchick | #brightonSEO
Create high-quality sub-categories targeting
long tail keywords with buying user intent
(without spending years on implementation)
51. Kristina Azarenko @azarchick | #brightonSEO
Step 2:
Analyze the existing filters and
find those that will become basis
for the new indexable facets
52. Kristina Azarenko @azarchick | #brightonSEO
Fit
Women
Men
New Balance
Lacoste
Short Sleeve
Sleeveless
Colour
Brand
Style
53. Kristina Azarenko @azarchick | #brightonSEO
• Fit (e.g. for women, for men, for children)
• Colour (e.g. black, green, white)
• Brand (e.g. New Balance)
• Style (e.g. short/long sleeve)
Filters that will become indexable facetsFilters that will NOT become indexable facets
• Price
• Size
• Country of produce
54. Kristina Azarenko @azarchick | #brightonSEO
• Price
• Size
• Country of produce
Filters that will NOT become indexable facetsFilters that will become indexabl
• Fit (e.g. for women, for men, fo
• Colour (e.g. black, green, white
• Brand (e.g. New Balance)
• Style (e.g. short/long sleeve)
55. Kristina Azarenko @azarchick | #brightonSEO
Different categories might have
different sets of filters
that will become indexable facets
Pro Tip:
57. Kristina Azarenko @azarchick | #brightonSEO
• The facet pages should only be created
for top level categories (e.g. T-shirts)
Filters that will become indexable facets
58. Kristina Azarenko @azarchick | #brightonSEO
• Only the combination for ‘category + filter’
should exist (i.e. no ‘category+filter+filter’
variations should have their separate URLs)
Filters that will become indexable facets
60. Kristina Azarenko @azarchick | #brightonSEO
Is this facet for a top level category?
Don’t create a
facet page
Create a facet
page
Will this facet be based on one of
these filters: fit, brand, colour, style?
Will the facet be based on the combination
of ‘category + filter’, e.g. ’t-shirt + green’
Yes
Yes
Yes
No
No
No
Should I
create a
facet
page?
62. Kristina Azarenko @azarchick | #brightonSEO
• If a facet page lists 9 or more products
set up a self-referencing canonical
How to choose the right canonical
63. Kristina Azarenko @azarchick | #brightonSEO
• If a facet page has less than 9 products
set up a canonical tag to the parent page
(i.e. top level category)
How to choose the right canonical
64. Kristina Azarenko @azarchick | #brightonSEO
• *9 was the golden middle number in my case.
You can change it
How to choose the right canonical
65. Kristina Azarenko @azarchick | #brightonSEO
Don’t create a facet
page
Create a facet page
Does the page lists
≥ 9 products?
Canonical to itself
Canonical to parent
page
Yes No
68. Kristina Azarenko @azarchick | #brightonSEO
These are
links
to the new
pages
Fit
Women
Men
New Balance
Lacoste
Short Sleeve
Sleeveless
Colour
Brand
Style
86. Kristina Azarenko @azarchick | #brightonSEO
Crawl budget is something
most sites don’t need to
worry about… Unless you
have millions and millions
of URLs”
Source: Google Webmaster Hangouts, Jan 31st, 2020
“
87. Kristina Azarenko @azarchick | #brightonSEO
But for big stores with millions
of pages crawl budget can
become a real issue
95. Kristina Azarenko @azarchick | #brightonSEO
The 8-step
eCommerce
framework
Step 1: Complete the initial keyword research
Step 2: Analyze the existing filters and find those that will
become the basis for the new indexable facets
Step 3: Define the rules for creating indexable facet pages
Step 4: Define the rules for canonicalization of the new facet pages
Step 5: Set internal linking to success
Step 6: Create Title & H1 tags templates
Step 7: Test Everything
Step 8: Improve!
97. Thank you!
Kristina Azarenko
• eCommerce & Technical SEO Consultant
• Founder of MarketingSyrup.com
• Creator of the SEO Challenge course
• International speaker
azarchick
Kristina Azarenko