For e-commerce success: SEO > aesthetics

The world of e-commerce optimization is vast and complex, and it demands a particular level of attention in order to function and perform correctly.
Over the last 10 years, I have had the opportunity to manage a variety of enterprise-level e-commerce websites that offer everything from athletic gear to office supplies.
Regardless of the intended audience, most e-commerce sites suffer from similar optimization issues. These issues prevent them from maximizing their exposure to qualified traffic and the related revenue.
Usually, these problems are connected to how business stakeholders approach the development of their e-commerce platform, placing user experience and aesthetics over search engine optimization (SEO).
When brands focus on building e-commerce environments that are attractive and functional but ignore or forget about SEO, they immediately lose opportunities to attract and convert new customers from organic channels.
The good news is that by adhering to the following e-commerce optimization recommendations, you can create an environment that is functional and attractive and introduces your brand

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Why crawl budget and URL scheduling might impact rankings in website migrations

Earlier this year, Google’s Gary Illyes stated that 30x redirects (301, 302, etc.) do not result in a loss or dilution of PageRank. As you can imagine, many SEOs have greeted this claim with skepticism.
In a recent Webmaster Central Office Hours Hangout, I asked Google’s John Mueller whether perhaps the skepticism was because when SEOs experience loss of visibility during migrations, they might not realize that all signals impacting rankings haven’t passed to the new pages yet, so they assume that PageRank was lost.
Mueller’s reply:
Yeah, I mean, any time you do a bigger change on your website — if you redirect a lot of URLs, if you go from one domain to another, if you change your site structure — then all of that does take time for things to settle down. So, we can follow that pretty quickly, we can definitely forward the signals there, but that doesn’t mean it will happen from one day to the next.
During a migration, Googlebot needs to collect huge

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Optimizing your internal link structure

Let’s begin by quickly talking about what an internal link is. An internal link is a link from a webpage to another resource on the same domain. That resource may be another webpage (what we’ll be focusing on here) but can also include links to media files, downloads and more.
Here are two primary considerations we need to make when thinking about our website’s internal link structure:

Users. Obviously, you should first consider when thinking about where to place links on a page and where they should lead. We want to get users from where they are to where they want to go (or where we want them to go) as quickly and easily as possible.
Search engines. Another critical consideration is how a search engine will view the internal links on your site and how they will pass their weight.

I’m going to leave discussions around the first point above to others stronger in design and UX and focus here on

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Is your HTTPS setup causing SEO issues?

Google has been making the push for sites to move to HTTPS, and many folks have already started to include this in their SEO strategy. Recently at SMX Advanced, Gary Illyes from Google said that 34 percent of the Google search results are HTTPS. That’s more than I personally expected, but it’s a good sign, as more sites are becoming secured.
However, more and more, I’m noticing a lot of sites have migrated to HTTPS but have not done it correctly and may be losing out on the HTTPS ranking boost. Some have also created more problems on their sites by not migrating correctly.
HTTPS post-migration issues
One of the common issues I noticed after a site has migrated to HTTPS is that they do not set the HTTPS site version as the preferred one and still have the HTTP version floating around. Google back in December 2015 said in scenarios like this, they would index the HTTPS by default.
However, the

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How to quickly find and export all subdomains indexed by Google

An SEO audit is rarely limited to the www (or non-www) version of a website. When looking for potential duplicate content, it’s often important to know how many subdomains exist and, more importantly, how many of them are indexed by Google.
The good old search operators
An easy way to find indexed subdomains is to use search operators.

Start with “site:” and the root domain.

One by one, remove each subdomain (including: “www”) from the results with the “-inurl:” operator.

When there are no more results for Google to return, your query with the search operators should include all subdomains indexed.

However, this technique has its limits. It’s unlikely that the site you’re auditing has as many subdomains as wordpress.com, but you may come across a site with several dozen subdomains. This can potentially cause the following issues:

The process can be long, especially if it needs to be done for several domains.
You might get Google “captchas” along the way.
The size of queries is limited (around 30 keywords).

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Infographic: The ultimate guide to SEO-friendly URLs

When it comes to URL structure and SEO, there can be a lot of confusion and debate. To help, Brian Dean, Founder of Backlinko and I, CEO of Ignite Visibility, compiled tips drawn from commonly shared wisdom and accepted advice.
From URL length to keyword usage to canonical issues to folders to status codes, it’s all listed in this infographic. We hope you enjoy this resource.

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The ultimate guide to SEO-friendly URLs – An infographic by the team at Search Engine Land
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Changing domain names in 2016: 10 easily overlooked steps that can save SEO

I help a lot of companies with the SEO aspects of their website redesigns and CMS migrations.
As many webmasters know (or find out through hard experience), both redesigns and migrations can be catastrophic if not handled correctly. Unfortunately, you can run into many gremlins during a migration, from technical problems to botched redirection plans to dropping URLs. And when that happens, you can lose search equity, rankings and traffic. I’ve helped some companies that reached out to me after losing 60 to 70 percent of their traffic based on a botched migration. It’s not pretty, to say the least.
But what about simply changing domain names? If you are just moving from one domain name to another, without a redesign or CMS migration, it must be much easier, right? Well, it is easier, but there are still things that can go wrong. And the more moving pieces are involved with your site, the more variables you need to

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Improve internal linking for SEO: Calculate Internal PageRank

Your site architecture — the way you structure and organize internal links (e.g., a link to the About Us section of your website from your main navigation) — plays a vital role in how both users and search engines are able to navigate your website, ultimately impacting your website’s rankings.
Modern search engines use links to crawl the web. The crawlers used by these search engines click on each link that appears on a page — both internal links and external links — and then all the links on each subsequent page, and so on. This allows the search engines to find your pages and rank them in their indices.
Search engines such as Google also use the number of links to rank query results, considering each link as a vote of importance for a page (i.e., PageRank).
For this reason, the way you link the pages on your website plays a big role in how search engines crawl, understand and rank your site.

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7 proactive ways to jump-start your SEO before a site launch

You’re about to launch your new website. You have a fantastic idea/product and a great team. You understand the basics of SEO. But you think you cannot do SEO without a live site. It is impossible, right?
Actually… no!
It is more than possible. In fact, it is critical.
Way too often, website owners fail to do pre-launch SEO. This results in a poor index of their site. So instead of jumping up in the rankings, their site is ignored by Google and the other search engines and buried deep in the results. They then are stuck with a long climb, even, in many cases, for their branded terms.
Following are seven smart ways to jump-start your SEO before your site launch, and I’m going to show you exactly how to implement each one.
1. Create a “coming soon” page and optimize the basics
Creating a strong, optimized “coming soon” page should be one of the very first things you do as you contemplate your

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The Most Important Thing SEOs Overlook: Internal Links

The best way to define an internal link is that it is a link from one page on a website to another page on the same website. If I could impart just one piece of wisdom to the current crop of SEOs, it would be this: Add internal links to related content where it makes sense.
I can imagine every reader just rolled their eyes or sighed because the last statement made too much sense, and, of course, you’re all already following best practices.
Think for a second, though — you may be frequently producing new pieces of content in which you add internal links, but are you remembering to go back to your older pieces of content and link to your new and related content?
One piece of content on a subject is good, ten pieces of content on the subject is great, and by the time you reach a hundred pieces of content on that subject, you’re likely viewed

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