Edge SEO for enterprise e-commerce.

Working with and optimizing large e-commerce websites comes with two major challenges: getting customers through organic search, then converting those visitors.

Although conversions may not be strictly within the realm of SEO, unless the traffic we bring to the client’s website changes and helps them achieve their goals, it is not possible.

That’s why it’s important that we look at not only the traffic and keywords, but also the search experience from the SERP until we reach our goal / end point on the client site.

Edge SEO uses Edge computing technologies to create new SEO implementation, testing and research processes beyond our existing parameters.

In this column, you’ll learn how Edge SEO can help you automate and measure multiple optimization activities, not only to attract more traffic but also to generate more qualified traffic to meet your business goals. Also changes and accompanies.

Why does enterprise e-commerce need Edge SEO?

SEO can be uniquely challenging for enterprise e-commerce websites with large product catalogs and high levels of product turnover and circulation.

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Managing the search experience and maintaining consistent rankings and traffic levels can be frustrating with ever-changing content and user value suggestions.

This has since been further complicated by the expectation of organic “growth”.

If you are unfamiliar with the concept of Edge SEO, I shared a primer here that you may want to check out.

In this piece, we’ll explore some of these capabilities and learn about them as Cloud Flare Workers, Akamai Edge Workers, various AWS and Lambda Services / Combinations, and Fastless Compute. How to apply through Edge.

How Edge SEO works at the enterprise level.

The rules for enforcing edge changes are relatively the same, and there are three stages of processing in which you can change your original content.

  • coming up – During this step, you can change the URL of the application (for example, a redirect), or add permission headers and tokens.
  • to be retired – At this stage, you can inject elements, such as herringbone and canonicals, security headers, and additional code elements.
  • Response Body – Edit existing physical content, such as canonicals, meta robots, page headers, DVD classes, and title tags.

Depending on the change you want to initiate, you will need to modify the request / response at different stages. Here are three specific ways to use Edge SEO for enterprise e-commerce.

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1. Creating dynamic page elements and meta.

Title tags have historically been a key factor in our optimization efforts, and in attracting user clicks.

Google recently changed the SERPs and now seems to be rewriting more title tags than ever before. However, title tags will still play a significant role in the Google process, regardless of their SERP appearance.

As Google is now searching for other content on the page to be aware of title tags and meta descriptions, you can edit with the same practice:

  • Page header
  • Text overlays on images.
  • Page-level content.

These responses are revised in the body phase and can be revised depending on the content of the page to reinforce the content and improve the user experience.

This can be especially helpful when trying to rate – and appeal to consumers who edit prices.

Here is an example of my Brighton SEO talk (Slide 13), where I shared an example from a travel supermarket. They were editing the title tag to include the destination pages. [from + {lowestPrice}] Page elements

This allowed the cheapest price to be loaded on the page (which was changed as content was loaded with the API) to appear in the SERP. As a result, consumers are searching. [cheap holidays to X] Information related to their query was already provided.

2. Waiting room token.

Balancing traffic load and user experience can be difficult for some websites (depending on the stack) during major sales events or well-known high traffic periods such as Black Friday and Cyber ​​Day. The last thing you want to do is provide a negative experience.

While the waiting room token doesn’t necessarily improve your ranking, you can bring it to the table to help improve your conversions and experience.

It assigns “waiting room tokens” to CDN / Worker users, to reduce the number of requests from the original server.

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The boot traffic can then be changed to filter during these times, and the traffic management workflow facing your customer can be transferred to the edge servers.

The age workflow for this will be:

  • A large number of users request the same URL, sales URL and landing pages in a short time to take advantage of lower prices and stock availability.
  • Customers are given a waiting room token and set aside. It is auto-refreshed and if the user keeps refreshing the device and browser, they will retain the same token and not make multiple requests from the original.
  • Once authorized, the user can go to the website and subsequent requests actually go.

It can be built with Fastless Computer Edge, which has been done by several companies, and can also be built through Amazon API Gateway, Lambda, Dynamo DB, and a token service.

3. Editing stock-based page content.

Finding and navigating to the product page takes effort. If they visit a page that is out of stock, it is a negative user experience that could not only damage that particular user session, but also damage future interactions with the user’s brand. Can deliver

The first use case I am going to talk about is when you have a product that is out of stock but returns.

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Temporarily edit content for products out of stock

You must send a message to the page that it is out of stock, and Google can mark it as a soft 404 in the search console. Has been restored.

An alternative is to use Edge SEO techniques to determine if the template (assuming stock control exists) is the default off-stock template.

Here, we dynamically insert content into the page so that the value proposition is maintained for the user. Google does not soften the URL 404, and ranks it so that the website and brand remain in front of the user.

Another use case is to edit the text on the product page itself when the stock runs low.

Edit page content for less stock

This can be as simple as changing the color of the messaging and font to highlight low availability, or adding messaging such as delivery times.

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Or, if you offer free delivery on an order at a certain price, highlighting it on a low stock item can remove more barriers and factors in the minds of consumers as to why they won’t make a purchase.

Use Edge SEO responsibly in eCommerce.

Edge SEO offers a great way to implement change, whether it’s a short-term solution to reduce development queue pressures or a (long-term) new feature to improve the user experience.

However, it is very important that you do not do this slowly. Make sure your development team is a part of and aware of the changes you are making through CDN. Follow their deployment and testing guidelines.

This communication is necessary because normal development like business can accidentally introduce bugs on the site, or even create wrong issues in the testing phase.

More resources:

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Featured Image: YellowSmile / Shutter Stock.

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