Watch out for duplicate content issues – e.g. is a search result page pointing to the same content as a static page.
Where there are blank pages turning up you can create a script to detect these and fire off an alert email to the relevant team telling them to create content for this page. I like this idea.
Use JS/CSS # solution for paginated pages – all pages are loaded as one page, avoids duplicate content cannibalisation for page 2,3,4 etc.
Make sure you use microformats on vacancy pages and ensure your listings stand out, specifically aimed at rucruitment is H-Resume microformat which is currently in beta.
David Fairhurst from Intelligent Retail – Retail SEO
David started by explaining the importance of understanding that visitors want to be directed straight to the product they are looking for, and don’t want to be running around the website looking for their product. The traditional model of a complex tree structure with 4-5 branches / categories before you get to the products are not actually the best way to do things. To SEO this kind of structure you need to spend a lot of time injecting unique content onto each of these pages – a big time drain. This also creates a “content vacuum” where you have pages that just have links to other pages.These are low value pages to the search engines, especially because Google will only track individual bounce rates.Also these funnelling pages really don’t allow much cross-selling with a high dropout rate of upto 90% and then worst case scenario people start using an internal search instead, which is only a step away from them looking elsewhere.
Instead – give visitors immediate access to exactly where they want to go – e.g. mega menus with loads of categories in the dropdown – sites like diy.com (B&Q) have switched to this. This gives you content heavy categories as standard and better opportunities for cross selling, but still options for refinements. Bottom line: less clicks = less abandonment.
Of course if you choose the right company for your web design, they will always advise you on the best methods for your particular website
Tags: seo, web design