SEO Rankings Ebbs and Flows on Ecommerce Site - Normal?
-
Hey everyone,
I should start by saying I'm very new to SEO (I'm actually just a copywriter that's taken on this role at an agency), so I apologize if I'm using some common terms incorrectly or if there's a lack of information.
I've been optimizing my first ecommerce website (clothing company), and things were going very well last year. Strong surges in organic traffic, peaking in the summer. There was a drop before the holidays when the client dumped a ton of new product pages that weren't optimized. After optimizing the pages, the traffic went back up to its summer levels.
Now, there's about a 10% drop in organic traffic since earlier this year, and a loss of just over 20% of keywords the site was originally ranking for. There's no sharp drop in the Analytics, but a steady decline. To give a better idea, the site was ranking for 5,270 keywords in February; it's dropped to 3,772 keywords in April. According to SEMRush, almost all the dropped keywords are the lower volume ones, maybe indicating long tail keywords?
I'm really not sure what the cause of the drop is, as I've been following (I think) best on-page practices, which seems to have yielded results last year. One thing I should mention is the client has a unique product page for each variant of one product (so the same shirt will have 10 of the same pages, the only difference being the colour). Could Google be penalizing the site for duplicate content? It was fine last year though with that same site structure; I'm not sure how long it would take for Google to penalize a site for that.
Sorry for the wall of text. I'd really appreciate any insight into this. Thanks Moz community!
-
Not a problem
-
This is great insight, thanks for taking the time to reply!
-
Might be business related and not SEO related, did you consider that? If new products dropping can impact SEO - what about removed products?
If removed products are taken down completely from the site (their pages disappear) and / or they are then redirected, obviously those rankings drop significantly or disappear
Certain products are very popular, will bring more traffic to your site. Think about how SEO can inform product stocking choices, help decide what gets added or removed. If stuff is just being deactivated willy-nilly, for products which are highly popular - obviously loss will occur. Doesn't mean things are terribly optimised (though you could probably do some work there, like creating "this product is currently unavailable" pages - which still show product info, but make it clear it's out of stock and maybe give users the option of letting you know that they want it back)
It may just mean, bad decisions were made at the business level - because you were only using SEO as an output, not as an input
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Changing a product page from "example.com" to "example.com/keyword" affect SEO and Ranking?
We're in a situation to move the page from "example.com" to "example.com/keyword". And adding new content to the "example.com" page. Does this change affect our ranking? If so how can we overcome this problem? Can anyone help?
On-Page Optimization | | Mohamednatheem0 -
Ecommerce Canonical Question
Hi all, first question (eek) Could I pick the brains of fellow users around an issue we are having with canonical urls on a magento website. At the moment we do not have these enabled as it seems to break our indexing. Cut a long story short, we have thousands of products but haven't rewritten many of the descriptions from the manufacturers yet and so have noindexed all the product pages (freeing them as we go). The goal, for now, is to pull in traffic via the filtering options we have on the site The goal, for now, is to pull in traffic via the filtering options we have on the site. For example, if you go to Dresses, there then are several filtering options which would allow you to choose a colour, shape and material - if you wished to filter that precisely. These filtering options are all crawlable and so we would then have a page that google could index for, for example, Green Lace Maxi Dress. All good there, few people search for specific products and a lot search for types of products so we are covered. To get back to the issue at hand. If we enable the canonical option on our magento plugin it will stop us from being able to target these terms. Whereas the filtering option would create domain.com/dress/green/maxi/lace with the page title of Green Lace Maxi Dress, if we enable the canonical part of the seo plugin the canonical link which would be added to the page would be - instantly removing our ability to rank for longer tail dress related searches (we are not going to compete with the big players on the premium terms, yet!). There are alternative plugins we can buy for magento to add the correct tag, however, if every page's canonical just points back it itself like this, is there really much point spending nearly $1000 on the 4 licences we would need to cover our range of sites. Is it really necessary, in this case, that we have a canonical for the product filtering? Sorry for the long post, hope it made sense. Thanks for any assistance.
On-Page Optimization | | DSCarl0 -
Best category page structure on MY ecommerce site? Advice please
Hi all, I run the site: http://goo.gl/YATL2i I have had this category set up like this for a while now - but wonder if its confusing to google, and potentially my users... let me start by saying my products are available in 3 formats (soon to be 4), so for example i have 3 pages for cctv systems: Analogue / SD cctv systems: http://goo.gl/SPkdYW hd sdi systems: http://goo.gl/uksRAD ip systems: http://goo.gl/UMHBd0 each of the above sub categories then have a further sub category of 2, 4, 6, 8, 10 or 16 camera kit page... I am trying to figure out if it would be better to just have one "cctv systems" page, and use filters in the left menu so users can filter by format, number of cameras etc etc... but these filters would not navigate to other pages but simply limit the view on the one "cctv systems" page. If you think 1 page with filters is best - can you then advise what should i do with all the sub category pages i no longer need? 301 rediret to the main cctv systems page? Basically i currently have my site set up so cctv products are categorised by the format i,e SD, HD-SDI or IP... Which i thought was very important the user doesnt mix formats as it can not work - but am thinking maybe i should catorgorize by type i.e CCTV Camera, CCTV Recorders or CCTV Systems, and then use filters to drill further down in the categories. Any thoughts on this would be much appreciated. thanks
On-Page Optimization | | isntworkdull0 -
Site appears to rank very low
Hi, A site we manage is ranking very low for it's main key phrases. The site is www.moremouse.com. For example for the phrase "orlando vacation rentals" it ranks around page 12 which seems very low considering the DA, PA, links, etc. compared to many sites ranking much much higher. Can anyone see anything obvious that is causing it to rank so low? Thanks Pete
On-Page Optimization | | QbicIS0 -
Why Does This Site Rank Well?
I noticed recently that the website of a local church (http://www.lifepointfc.com/) has climbed toward the top of the SERPS, and I cannot figure out why. The on-site SEO seems mediocre, at best, and their domain authority is 15 while their homepage authority is just 19. Does anyone see how they are working their SEO magic?
On-Page Optimization | | cbizzle0 -
Will "internal 301s" have any effect on page rank or the way in which an SE see's our site interlinking?
We've been forced (for scalability) to completely restructure our website in terms of setting out a hierarchy. For example - the old structure : country / city / city area Where we had about 3500 nicely interlinked pages for relevant things like taxis, hotels, apartments etc in that city : We needed to change the structure to be : country / region / area / city / cityarea So as patr of the change we put in place lots of 301s for the permanent movement of pages to the new structure and then we tried to actually change the physical on-page links too. Unfortunately we have left a good 600 or 700 links that point to the old pages, but are picked up by the 301 redirect on page, so we're slowly going through them to ensure the links go to the new location directly (not via the 301). So my question is (sorry for long waffle) : Whilst it must surely be "best practice" for all on-page links to go directly to the 'right' page, are we harming our own interlinking and even 'page rank' by being tardy in working through them manually? Thanks for any help anyone can give.
On-Page Optimization | | TinkyWinky0 -
Why I am ranking for irrelevant keywords
My website is e-commerce and used to rank for all industry related keywords like buy widgets, cheap widgets, online widgets in top10. And suddenly my website was hacked and to resolve this hacking issue i have re-write all my dynamic urls into static pages after that new pages are indexed and ranking well. But after few months i have notice few changes in keywords ranking going down. But suddenly after Google Algo (EMD/Panda) update on Sept 27 i lost all my positions. And then according to Google guidelines i have worked on over optimization and low quality pages. I have removed all tones of low quality pages from SERP and simultaneously worked on url re-write. But i have notice small percent of changes in keyword positions like when Google Algo (EMD/Panda) is rolled out i lost my keyword positions from 1st page to 200 page and after working on over optimization and low quality pages the keywords are came back to 100 pages. Recently i have notice that my web pages ranking for irrelevant keywords. For example, let's say i used to rank for home page for these keywords; buy widgets, cheap widgets, online widgets but now am ranking for different inner pages say (guide pages). Can any one suggest me whats wrong..
On-Page Optimization | | BipSum0 -
Large block of several thousand words on homepage of Ecommerce site - opinions?
I work for a local SEO company who are continually adding content to the home page of clients websites. While i do agree that it is a good idea to add content to the home page and to link to inner pages, the home page of several clients exceeds 6,000 or more words. Every month, an article based on a brand or category (which already has its own page which is optimised with an article) is added to the home page with links to inner pages. I have stressed that it is not a good idea to have so much content on the home page, and even more so that it shouldn't target all the same keywords. I have pointed out that many of the brand and category pages do not rank well for their keywords, whereas in most cases it is the home page which is ranking instead, which i have suggested this is because the home page is too well optimised for those keywords. What are your opinions on this? Are you for or against continually adding content (which already has its own designated page) to the home page of an Ecommerce website? I should also add that this content is within a drop down div box at the footer on some sites and just above the footer on other sites. The category and brand pages also have drop down divs with an article just below the header.
On-Page Optimization | | Kinsel0