What Big Ecommerce Sites Do Differently


Do you find it harder to attract new customers lately?

E-commerce is full of amazing opportunities, but there is so much competition.

The good news: we know it is possible to thrive!

The big e-commerce sites do it – you’ve seen the proof.

Large, successful e-commerce companies approach their SEO in a way that allows them to grow, even with rising customer acquisition costs.

Now you too can flourish.

On March 9, I hosted a sponsored webinar presented by Jessica Flareau, SEO & Personalization Manager at Barnes & Noble, and Christophe Frenet, Chief Product Officer at Botify.

They have provided comprehensive information to scale your eCommerce SEO efforts.

Here is a brief summary of the webinar. To access the full presentation, fill out the form.

What is a great e-commerce site?

Large e-commerce sites are defined as sites that have over a million URLs.

BN.com has 9 million URLs, while the world’s largest e-commerce sites have over 250 million URLs.

Since there are so many pages, it is no longer possible for these large sites to optimize each page manually.

This means that large e-commerce sites need to automate a lot more.

It’s a task you can start today to help scale your SEO efforts.

[Learn how Barnes & Noble leverages automation for SEO] Access the webinar instantly →

Why Search Engines and Big Sites Are Struggling

Search engines have to crawl hundreds of billions of pages on the Web.

Due to limited resources, search engines must determine how long they will spend on each website.

This means that not all pages on a large website are noticed or indexed by search engines.

It’s there that crawl budgets Come in.

What is a crawl budget?

Crawl budget is the amount of attention your site receives from search bots: how many pages are crawled in a given amount of time.

The larger your website, the more likely the limits of a crawl budget will impact your website.

In short, there is a good chance that your entire site will not be crawled by a search robot.

If you have a large number of URLs, your crawl budget may be exhausted before all of your pages are seen.

Crawl budget limits

Based on Botify’s analysis of 6.2 billion Googlebot requests on 413 million web pages, 77% of large web pages receive no traffic from search engines.

Why is that?

Search engines have a hard time finding all the pages on your site simply because the web is too big.

[Discover how to get the most out of your limited crawl budget] Access the webinar instantly →

How to balance user experience and crawl budget

To optimize crawl budget, you need to consider both user experience and bots.

Barnes & Noble recommends working with Product Engineering to resolve this issue.

Starts with:

  • Include revenue impact in project applications.
  • Training of the team on SEO.
  • Implementing automation to manage larger sites.

Barnes & Noble also aims for revenue impact by optimizing search.

[Find out how they do it easily with automation] Access the webinar instantly→

Understanding the SEO Funnel

These days, focusing only on crawl budget and your website’s visibility in searches is no longer enough.

Understanding the SEO funnel will help you optimize your crawl budget and overall scaling strategy.

You should also consider the following when adapting your strategy:

Botify, March 2022

You can probably imagine that means you have to do a lot of optimizations on your websites.

[Find out how to easily optimize each step] Access the webinar instantly →

How Do Big Ecommerce Companies Manage SEO Ladder?

When it comes to smart, scalable SEO foundations and strategies, top e-commerce companies:

  • Focus on the top of the funnel. Larger sites tend to benefit from heavier technical SEO at the top of the funnel. In this way, these optimizations impact the overall discoverability of the site and form the foundation for all other SEO initiatives.
  • Use more technical resources. Larger sites work closely with product engineering to implement optimizations. Large e-commerce companies know that if you want to implement change without the need for extensive development resources, automation is key.
  • Use faceted navigation. An effective way to help you and robots navigate and within a website.
Large Scale SEO: What Large Ecommerce Sites Are Doing DifferentlyBotify, March 2022

[Find out how Faceted Navigation can help your site] Access the webinar instantly →

Barnes & Noble handles SEO at scale in terms of:

  • Site performance management.
  • Faceted navigation.
  • Prioritize pages.

Learn SEO strategies for scale

The following business e-commerce SEO strategies will help you:

Large Scale SEO: What Large Ecommerce Sites Are Doing DifferentlyBotify, March 2022

[Get the strategy now] Instantly access the on-demand webinar →

SEO practices are imperative for e-commerce success in 2022

  • Always invest in the fundamentals, such as error fixing and keyword tracking.
  • Keep an eye on site speed and its impact on user experience.
  • Make sure your content is unique.

[Slides] Large Scale SEO: What Large Ecommerce Sites Are Doing Differently

Here is the presentation:

Large Scale SEO: What Large Ecommerce Sites Are Doing Differently from Search Engine Journal

Join us for our next webinar!

How much revenue are you losing to organic traffic drops?

What’s the best way to explain the loss of organic traffic?

Learn about the revenue impact of lost traffic, the top attributes that triggered it, and how to recover it in our upcoming webinar on March 16 at 2 p.m. ET.

Image credits

Featured Image: Paulo Bobita/Search Engine Journal


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