Ex-Google Search Quality Team Member Fili Wiese Opens Technical SEO Kimono

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Fili Wiese is a former Google Search Engineer and member of the search quality team. I spoke to him after his marketing keynote at the Affiliate Meet Market in Berlin.

Tech SEO Topics Covered:

• Search Engine Optimization (SEO) for Ecommerce Marketing: In the realm of SEO for ecommerce marketing, organic search plays a pivotal role in ensuring your online store ranks well on search engine results pages (SERPs). This involves optimizing product descriptions, meta tags, and site structure to make your products more discoverable. Effective SEO practices can significantly boost your online sales and brand visibility.
• Guiding Googlebot for Efficient Crawling: One of the fundamental aspects of SEO is instructing Googlebot, Google’s web crawler, on what parts of your website to crawl and what to exclude. This includes using the robots.txt file and meta tags like “noindex” and “nofollow” to influence Googlebot’s behavior, ensuring that it indexes the most valuable pages of your site.
• Managing Your Crawl Budget: Google allocates a limited crawl budget to each website, which determines how frequently it will visit and index your pages. Managing this budget efficiently is essential for ensuring that your most important and updated content is regularly crawled, maximizing your search visibility.
• Preserving Backlink Authority: Backlinks from authoritative websites are valuable for SEO. Understanding how to retain and build upon this backlink authority is crucial. Strategies include monitoring the quality of backlinks, disavowing harmful ones, and creating high-quality content that naturally attracts backlinks.
• Analyzing Google Search Console Error Reports: Google Search Console provides valuable insights into your website’s health and performance. Learning how to interpret and address the error reports in Google Search Console can help you identify and rectify issues that may hinder your site’s visibility and rankings.
• Significance of Breadcrumbs and Structured Data: Breadcrumbs and structured data provide valuable context to both users and search engines. Implementing breadcrumbs in your site’s navigation aids user experience and helps Google understand the hierarchy of your content. Structured data, in the form of schema markup, enhances how search engines display your content, potentially leading to rich snippets and improved click-through rates.
• Earning Google’s Trust in Canonical Links: Canonical links help prevent duplicate content issues and consolidate ranking signals. Gaining Google’s trust in your canonical link recommendations involves correctly implementing canonical tags, ensuring consistency, and regularly monitoring their effectiveness in managing content variations.
• Comprehensive SEO Insights and Strategies: These are just a few examples of what’s covered in the field of SEO for ecommerce marketing. There’s a wealth of knowledge and strategies available to optimize your online store’s visibility, reach, and conversion rates. Whether it’s keyword research, on-page optimization, or mobile SEO, a holistic approach to SEO is essential for ecommerce success.

Next up is an exclusive interview with ESPN SEO Director Louisa Frahm, so subscribe here. And don’t miss the Affiliate Marketing Roadmap episode I recorded with MaxWeb CEO Anna Gita.