I met with AJH Co’s director of SEO and Marketing, Fay Friedman, in a beautiful New Jersey park called Branch Brook Park. Fay has been doing SEO for a variety of companies for over 10 years now but has done a lot of ecommerce SEO in the early part of her career and is now in other forms of SEO. She got into search engine optimization through her writing, she loved to write and someone came to her because of a negative search engine optimization problem and she was able to restore the website in 6 months. That experience got her excited about SEO and the power of SEO, and taught her that getting it right from the start is worthwhile. So just a few pieces of advice – don’t mess with search engine optimization, it can ruin your reputation online and on Google for a long, long time.
E-commerce SEO versus other SEO:
Fay explained the difference between ecommerce SEO and property management SEO. She explained that because of pagination, filters, etc., ecommerce SEO is much more technical and nuanced, so you have to spend a lot more time doing on-page SEO. With local search engine optimization, however, the website is less complex, so you spend less time on technical search engine optimization and more time on creative content design and content marketing as well as link building.
Common SEO Audit Problems:
At the outset, Fay said that audits are often the first step you need to take with a new site. People just come up to you with a website and say, optimize it to rank on Google for me. However, there can be many problems with the website that an audit can reveal. Some of the most common problems encountered with these SEO audits involve metadata, page titles, descriptions, duplicate issues, and all the basics that can be easily fixed. Then sitemap files and robot files, and many websites don’t even have the search console set up. On the more complex site, your pages in the site architecture are sometimes not readily available in the navigation. E-commerce is mostly about pagination and category filters, and since rel = next / prev isn’t available, it’s even more complex. During the site migration, she sees issues with redirects, content, broken links, and more. So these are the most common things she finds in SEO audits.
However, when you do a site migration, you often have an opportunity to fix any problems you’ve always wanted to fix. It’s also a great time to breathe new life into old content that you’ve invested time and money into, Fay explained. Fay’s biggest annoyance with pets is that a website doesn’t have a Google Search Console set up. Google gives you information about what is wrong and you don’t even have it.
To connect with Fay Friedman, connect with her on LinkedIn and follow her there.
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