• http://www.rimmkaufman.com George Michie

    Terrific post, Adam.

  • http://ebooks.itontheweb.co.nz David Le Seelleur

    Good article Adam. For so long it seems that SEO has been pitched for Google, it’s worth remembering that Bing is also important, and as your article indicates probably more important for the e-commerce sites.

  • http://www.audettemedia.com Adam Audette

    Thanks George!

    David, you’re right and I think Bing will continue to grow in importance through 2011.

  • http://www.seoskeptic.com/ Aaron Bradley

    Bang-on all all three counts, Adam – great read.

    I think of the issues discussed, May Day and canonicalization – and the relationship between them (the only thing worse than thin content is duplicitous thin content) – should be at the forefront of any structural SEO efforts relating to ecommerce sites. And while Bing’s support for rel=”canonical” is certainly nice to see, I think too many SEOs regard rel=”canonical” as a panacea for duplicate content issues. As you suggest, a coordinated strategy is really required to exorcise this particular demon – especially controlling the duplicate content and crawling inefficiencies introduced by uncontrolled use of parameters for the sorting, numeric display, pagination and refinement of product category pages.

    This represents an interesting, if ultimately unresolvable, tension between analytics, ecommerce back-end development, and SEO. As often as not the easiest solution in either the counting of beans or propagation of user pathways is to add a parameter, which almost always damages search performance. With some ingenuity and (critically) a commitment to addressing this issue, however, this can be addressed – as I am fond of saying, “a parameter if necessary, but not necessarily a parameter.” :)

  • http://www.seerinteractive.com/ brettasnyder

    Great article Adam! I think the part about cost-conscious shoppers is huge for eCommerce, especially around this time of the year. I’m also glad you called out the free shipping offers because that’s a huge differentiator for online stores these days and something that’s going to be hugely important to recognize in the future

    Also glad you found our spreadsheet useful!

  • http://www.sundaysky.com SundaySky

    Great post Adam.
    I think that video is going to be BIG in 2011.
    We’ve seen our customers experiment with video during 2010 and now with the proof points you mentioned on the experience and SEO fronts, I think 2011 is going to be all about scaling video.