Wednesday, July 27, 2011

SEO Techniques for Large Sites: How to Maximize Product Visibility in Organic Search

Large, complex websites often face a challenging scenario: getting product-level (or item-level) URLs to rank. This problem is most acute on enterprise-level websites with hundreds of thousands of unique product SKUs. Good examples of sites doing this well include Amazon, Zappos, and Target on the ecommerce side, and Wolters-Kluwer (, Trulia, and Wikipedia (but they don't really count, do they?) on the information side.
News sites such as the New York Times are altogether a different animal. QDF scenarios are unique and demand unique strategies. Techniques for QDF are worth a separate article.
Throughout this article I'll refer to "items" and "products" interchangeably. While there absolutely are differences between what tactics a WebMD or Trulia will undergo, compared to a Amazon or Zappos, the ultimate strategy of ranking individual listings or products is inherently similar. But, in the interest of keeping things simple, I'll mix terminology rather liberally.
ally mutable, expiring, revolving URLs, often appended with session information. Sites that handle this well, such as Amazon, use a wide variety of techniques. In the case of Amazon, canonical standards for product URLs are retained by means of cloaking: users are given URLs with session data in the query string, and spiders such as Googlebot and Bingbot are given base URLs only.
There are other ways to accomplish the same thing, via rel canonical meta tags and URL normalization and parameter handling in the Bing and Google webmaster toolsets, respectively. However, and almost without exception, there is opportunity to improve product-level canonicalization signals on enterprise sites. Even for massive brands.

1 comment:

  1. Thanks for the good information you have shared here about seo. I am sure many people will also find your post very helpful.