E-Commerce Product SEO

We transformed an e-commerce store into a "superstore" -- going from 350 core products to 200,000+ SEO-optimized product pages for a 227% increase in organic search traffic.
E-Commerce Product SEO

This client came to us with an existing dirt bike parts e-commerce store built on the Wordpress/Woocommerce platform. Although the client was well aware of the value of SEO optimization for his e-commerce products, this particular situation was more complex than most. Typically, it's relatively trivial to classify an online store's products in a way that's easy for search engines like Google or Bing to understand. As trivial as it is, it's essential in order to ensure search engines will serve relevant links to the products in search engine results.

But this client's store is not the typical e-commerce store. As a dirt bike parts retailer, customers expect to find parts specific to their bike make, model and year -- after all, what fits one bike may not fit another, even down to the nuts and bolts!  So if a shopper searches Google for "Front Brake Assembly for my 2002 Honda CR125R" they don't want something made for a 2014 Suzuki DRZ400, nor will the shopper click-through on a search result that's unspecific and generic like a "Dirt Bike Front Brake Assembly".

Client
"Dirt Bike Parts Retailer"
Areas of Focus
SEO & SEM
Web Development
Challenge
Expand the product catalog for SEO domination.
Results
227% increase in weekly organic search traffic.

First, consider the broad range of bike makes and models -- from the Honda CR125R to the Yamaha YZ450F to the Kawasaki KX250 to the KTM 300, limited edition models, and hundreds of other bike makes and models.

Then consider that each make and model has variations specific to particular years, sometimes ranging across decades.  For example, the Honda CR125R bike was in production from 1998 to 2007!

So put the hundreds of bike makes and models against 10 or more years of production, and you easily have a list of make-model-years that consists of over 1,500 bikes.  That can make searching for the right set of bolts to mount the carburetor on a 2001 Honda CR125R quite challenging.

Our client has just over 350 core OEM parts that each fit many particular makes and models.  Some parts may fit hundreds of bike make-model-years... other parts may fit thousands of bike make-models-years... and some parts may fit just a few bikes.

The problem is, if we want Google to understand that a part should appear in searches for, say, 200 different bike queries... and if we want the search results to reflect the SPECIFIC make-model-year of the bike... then we'd need to create over 200,000 individual products, each titled and described to reflect the specific makes, models and years they fit.  Once again, when someone searches Google for a "Front Brake Assembly for my 2002 Honda CR125R", we want Google to deliver a link to a product page SPECIFICALLY for a "2002 Honda CR125R Front Brake Assembly" (and not the part for the 2003, 2004 or 2005 model, or for another bike etc.).

Having a catalog of 200,000+ products is not feasible on many levels, not the least of which being inventory control.  Since a given part may fit thousands of individual bikes, it would be difficult if not impossible to synchronize inventory counts across thousands of "versions" of that part -- each being individual products in the catalog.

 

"Out Of The Box" Limitations

When it comes to e-commerce power, flexibility and the ability to be customized, the Woocommerce platform will perform very well "out of the box" for the majority of online stores.  But it does have limitations.  Fortunately, custom web development can overcome those limitations.

For example, when you consider this particular case, you have just 350 products -- that's a relatively small store for Woocommerce, and very easily managed with no impact to performance (website speed etc.). But when you start assigning of 1,500 product categories to many of the products, performance starts to suffer. And for e-commerce, sales are lost when pages take too long to load!

In our case, the best approach was to create a product category for each of the 1,500+ bikes for which there were parts.  Then, we'd assign the relevant categories to each product depending on which bikes the product would fit. That made it easier to find the right part to fit your 2002 Honda CR125R bike... as simple as querying "show me parts assigned to the category 2002 Honda CR125R".

But having SO many category assignments to products in the Woocommerce system naturally has a negative impact on performance -- it's just how Woocommerce and Wordpress are built. The way around these performance issues is

 

(a) "rewiring" the ways Woocommerce queries the database,

(b) introducing indexing and product lookup systems outside of the standard Woocommerce platform, and

(c) integrating aggressive page caching and object caching (Redis Cache).

 

So with performance issues under control, the bigger issue remained to be solved... how do we turn 350 products into 200,000+ individual, SEO-optimized product pages for Google to index and serve?

Woocommerce does have a "product variation" feature, but it's not suitable for this particular case.  Sure, it's great when you have t-shirts in Black, White and Navy Blue, and in sizes from Small to 4XL.  You would just assign product variations to your "parent" product.  But in this case, you simply can't have 1,500 different product variations (bike models) on a parent product. And even if you could, none of those product variations would appear to Google as a unique, SEO-optimized product page. Instead, all variations appear only under the page of the single parent product.

 

The Solution - Dynamically Generated Product Pages

To make each and every one of the 200,000+ product variations appear as standalone, SEO-optimized product pages, we built a custom extension of Woocommerce to dynamically generate individual product variation pages.

  • Each product variation page has its own unique SEO-friendly URL.
  • The content of each page is based on a template, but either dynamically "injected" with content specific to the bike make-model-year, or the template is overridden with content written specifically for the product variation by the store owner.
  • Price and product image could be set for each variation as well (or the default product price and image would be used).
  • Extensive SEO optimization of the page content ensured that each individual variation page would be recognized by search engines as its own standalone page to avoid "duplicate content" issues with SEO. This includes product-specific alt/title tags on images, image URLs that reflect the product variation, product-specific H1 and H2 tags, page metadata, reviews and much more -- everything that would go into a properly-optimized e-commerce product page.
  • Each page includes unique product and breadcrumb "structured data" to make the page easier for search engines to understand, and also encourages search engines to deliver "rich snippets" to enhance search listing appearance.
  • Each of the unique "variation page" URLs are included in the sitemap to ensure search engines recognizes all 200,000+ of the pages for search engine indexing.

The model for extending core products into category-based product variations looks like this:

product variations

 

Making It Easier to Find Your Part

Now that we could "drill-down" to parts specific to a given bike make-model-year, we created a "Browse By Bike" user interface that made it simple for users to find parts for their specific bike.

browse for parts by bike

 

Extending the Reach of the Store

Next, we extended the reach of the store with XML product feeds for Google Merchant Center, Bing Merchants, Facebook and Pinterest. Every night, our system would dynamically build XML product feed files specific to each external shopping platform that consisted of all 200,000+ product titles, descriptions, prices, shipping costs, image links, SKU numbers, and more.  (No existing plugin could do this -- our work is all custom!)

This extension of the store to other shopping platforms resulted in tens of thousands of weekly "clicks" to product pages IN ADDITION TO the organic traffic we were aiming to grow.

 

The Results (Organic Traffic)

It takes a little time for search engines to crawl and interpret 200,000+ new product pages.  Most of the growth occurred over the course of 60 days.  But when looking at growth over a period of two fiscal quarters, the results speak for themselves: 197% increase in weekly ORGANIC page views, and a 227% increase in weekly ORGANIC users.  From Google Analytics...

organic pageviews increased 197%

 

Organic users rose 227%.

 

Thinking of building your own e-commerce store, or looking to grow your existing store's sales? Get real results from true experts. Schedule a FREE consultation now. 

 

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Terms & Conditions

Last updated: May 1, 2022

Please read these Terms and Conditions (“Terms”, “Terms and Conditions”) carefully before using the https://www.brassringconsult.com website (the “Service”) operated by Brass Ring Group, LLC (“us”, “we”, or “our”).

Your access to and use of the Service is conditioned upon your acceptance of and compliance with these Terms. These Terms apply to all visitors, users and others who wish to access or use the Service.

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If you have any questions about these Terms and Conditions, please contact us:

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Privacy Policy

Effective date: May 1, 2022

Brass Ring Group, LLC (“us”, “we”, or “our”) operates the https://www.brassringconsult.com website (hereinafter referred to as the “Service”).

This page informs you of our policies regarding the collection, use and disclosure of personal data when you use our Service and the choices you have associated with that data.

We use your data to provide and improve the Service. By using the Service, you agree to the collection and use of information in accordance with this policy. Unless otherwise defined in this Privacy Policy, the terms used in this Privacy Policy have the same meanings as in our Terms and Conditions, accessible from https://www.brassringconsult.com/terms-and-conditions.

Definitions

Service

Service is the https://www.brassringconsult.com website operated by Brass Ring Group, LLC.

Personal Data

Personal Data means data about a living individual who can be identified from those data (or from those and other information either in our possession or likely to come into our possession).

Usage Data

Usage Data is data collected automatically either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

Cookies

Cookies are small files stored on your device (computer or mobile device).

Data Controller

Data Controller means the natural or legal person who (either alone or jointly or in common with other persons) determines the purposes for which and the manner in which any personal information are, or are to be, processed.

For the purpose of this Privacy Policy, we are a Data Controller of your Personal Data.

Data Processors (or Service Providers)

Data Processor (or Service Provider) means any natural or legal person who processes the data on behalf of the Data Controller.

We may use the services of various Service Providers in order to process your data more effectively.

Data Subject (or User)

Data Subject is any living individual who is using our Service and is the subject of Personal Data.

Information Collection and Use

We collect several different types of information for various purposes to provide and improve our Service to you.

TYPES OF DATA COLLECTED

Personal Data

While using our Service, we may ask you to provide us with certain personally identifiable information that can be used to contact or identify you (“Personal Data”). Personally identifiable information may include, but is not limited to:

  • Email address
  • First name and last name
  • Phone number
  • Address, City, State/Province, ZIP/Postal code
  • Cookies and Usage Data

We may use your Personal Data to contact you with newsletters, marketing or promotional materials and other information that may be of interest to you. You may opt out of receiving any, or all, of these communications from us by following the unsubscribe link or instructions provided in any email we send or by contacting us.

Usage Data

We may also collect information on how the Service is accessed and used (“Usage Data”). This Usage Data may include information such as your computer’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that you visit, the time and date of your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

Tracking & Cookies Data

We use cookies and similar tracking technologies to track the activity on our Service and we hold certain information.

Cookies are files with a small amount of data which may include an anonymous unique identifier. Cookies are sent to your browser from a website and stored on your device. Other tracking technologies are also used such as beacons, tags and scripts to collect and track information and to improve and analyze our Service.

Cookies can be “persistent” or “session” cookies. Persistent cookies remain on your personal computer or mobile device when you go offline, while session cookies are deleted as soon as you close your web browser.

You can instruct your browser to refuse all cookies or to indicate when a cookie is being sent. However, if you do not accept cookies, you may not be able to use some portions of our Service.

Examples of Cookies we use:

  • Session Cookies. We use Session Cookies to operate our Service.
  • Preference Cookies. We use Preference Cookies to remember your preferences and various settings.
  • Security Cookies. We use Security Cookies for security purposes.

Use of Data

Brass Ring Group, LLC uses the collected data for various purposes:

  • To provide and maintain our Service
  • To notify you about changes to our Service
  • To allow you to participate in interactive features of our Service when you choose to do so
  • To provide customer support
  • To gather analysis or valuable information so that we can improve our Service
  • To monitor the usage of our Service
  • To detect, prevent and address technical issues
  • To provide you with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless you have opted not to receive such information

How Brass Ring Group, LLC Uses Cookies

When you use and access the Service, we may place a number of cookies files in your web browser.

We use cookies for the following purposes:

  • To enable certain functions of the Service
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We use both session and persistent cookies on the Service and we use different types of cookies to run the Service:

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Third-party Cookies

In addition to our own cookies, we may also use various third-parties’ cookies to report usage statistics of the Service, deliver advertisements on and through the Service, and so on.

What Are Your Choices Regarding Cookies?

If you’d like to delete cookies or instruct your web browser to delete or refuse cookies, please visit the help pages of your web browser.

Please note, however, that if you delete cookies or refuse to accept them, you might not be able to use all of the features we offer, you may not be able to store your preferences, and some of our pages might not display properly.

Where Can You Find More Information About Cookies?

You can learn more about cookies and the following third-party websites:

Legal Basis for Data under the General Data Protection Regulation (GDPR)

If you are from the European Economic Area (EEA), our legal basis for collecting and using the personal information described in this Privacy Policy depends on the Personal Data we collect and the specific context in which we collect it.

Brass Ring Group, LLC may process your Personal Data because:

  • We need to perform a contract with you
  • You have given us permission to do so
  • The processing is in our legitimate interests and it is not overridden by your rights
  • To comply with the law

Retention of Data

Brass Ring Group, LLC will retain your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes and enforce our legal agreements and policies.

Upon your written request (see contact information at the end of this Privacy Policy page), we will remove all of your personal data from the data we maintain; however, be advised that ongoing access to any materials that may be available to you at the time of your account erasure will be revoked and all download logs containing your information will be cleared, which means you will no longer have access to any downloadable products you previously acquired from us.

Brass Ring Group, LLC will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of our Service, or we are legally obligated to retain this data for longer periods.

Transfer of Data

Your information, including Personal Data, may be transferred to — and maintained on — computers located outside of your state, province, country or other governmental jurisdiction where the data protection laws may differ from those of your jurisdiction.

If you are located outside United States and choose to provide information to us, please note that we transfer the data, including Personal Data, to United States and process it there.

Your consent to this Privacy Policy followed by your submission of such information represents your agreement to that transfer.

Brass Ring Group, LLC will take all the steps reasonably necessary to ensure that your data is treated securely and in accordance with this Privacy Policy and no transfer of your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of your data and other personal information.

Disclosure of Data

DISCLOSURE FOR LAW ENFORCEMENT

Under certain circumstances, Brass Ring Group, LLC may be required to disclose your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

LEGAL REQUIREMENTS

Brass Ring Group, LLC may disclose your Personal Data in the good faith belief that such action is necessary to:

  • To comply with a legal obligation
  • To protect and defend the rights or property of Brass Ring Group, LLC
  • To prevent or investigate possible wrongdoing in connection with the Service
  • To protect the personal safety of users of the Service or the public
  • To protect against legal liability

Security of Data

The security of your data is important to us but remember that no method of transmission over the Internet or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect your Personal Data, we cannot guarantee its absolute security.

Our Policy on “Do Not Track” Signals under the California Online Protection Act (CalOPPA)

Some browsers give individuals the ability to communicate that they wish not to be tracked while browsing on the Internet. California law requires that we disclose to users how we treat do-not-track requests. The Internet industry has not yet agreed on a definition of what “Do Not Track” means, how compliance with “Do Not Track” would be measured or evaluated, or a common approach to responding to a “Do Not Track” signal. Due to the lack of guidance, we have not yet implemented features that would recognize or respond to browser-initiated Do Not Track signals in response to California law.

Your Data Protection Rights under the General Data Protection Regulation (GDPR)

If you are a resident of the European Economic Area (EEA), you have certain data protection rights. Brass Ring Group, LLC aims to take reasonable steps to allow you to correct, amend, delete or limit the use of your Personal Data.

If you wish to be informed about what Personal Data we hold about you and if you want it to be removed from our systems, please contact us.

In certain circumstances, you have the following data protection rights:

  • The right to access, update or delete the information we have on you. Whenever made possible, you can access, update or request deletion of your Personal Data directly within your account settings section. If you are unable to perform these actions yourself, please contact us to assist you.
  • The right of rectification. You have the right to have your information rectified if that information is inaccurate or incomplete.
  • The right to object. You have the right to object to our processing of your Personal Data.
  • The right of restriction. You have the right to request that we restrict the processing of your personal information.
  • The right to data portability. You have the right to be provided with a copy of the information we have on you in a structured, machine-readable and commonly used format.
  • The right to withdraw consent. You also have the right to withdraw your consent at any time where Brass Ring Group, LLC relied on your consent to process your personal information.

Please note that we may ask you to verify your identity before responding to such requests.

You have the right to complain to a Data Protection Authority about our collection and use of your Personal Data. For more information, please contact your local data protection authority in the European Economic Area (EEA).

Service Providers

We may employ third party companies and individuals to facilitate our Service (“Service Providers”), provide the Service on our behalf, perform Service-related services or assist us in analyzing how our Service is used.

These third parties have access to your Personal Data only to perform these tasks on our behalf and are obligated not to disclose or use it for any other purpose.

PAYMENTS

We may provide paid products and/or services within the Service. In that case, we use third-party services for payment processing (e.g. payment processors).

We will not store or collect your payment card details. That information is provided directly to our third-party payment processors whose use of your personal information is governed by their Privacy Policy. These payment processors adhere to the standards set by PCI-DSS as managed by the PCI Security Standards Council, which is a joint effort of brands like Visa, MasterCard, American Express and Discover. PCI-DSS requirements help ensure the secure handling of payment information.

The payment processor we work with is PayPal. Their Privacy Policy can be viewed at https://www.paypal.com/us/webapps/mpp/ua/privacy-full

ANALYTICS

We may use third-party Service Providers to monitor and analyze the use of our Service.

  • Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. Google uses the data collected to track and monitor the use of our Service. This data is shared with other Google services. Google may use the collected data to contextualize and personalize the ads of its own advertising network.

You can opt-out of having made your activity on the Service available to Google Analytics by installing the Google Analytics opt-out browser add-on – https://tools.google.com/dlpage/gaoptout. The add-on prevents the Google Analytics JavaScript (ga.js, analytics.js and dc.js) from sharing information with Google Analytics about visits activity.

For more information on the privacy practices of Google, please visit the Google Privacy & Terms web page: https://policies.google.com/privacy?hl=en

  • Heap Analytics

Heap Analytics is a behavioral web analytics service offered by Heap Inc. that collects information on what users are doing on the website, including but not limited to what webpages they visit, what users click on, where those users are located, what browser or platform those users are using, and many other forms of behavioral or personal data. This data is not shared with any other services.

You can opt-out of having made your activity on the Service available to Heap Analytics by installing an ad blocker add-on to your browser.

For more information on the privacy practices of Heap, please visit the Heap Privacy Policy page: https://heapanalytics.com/privacy

BEHAVIORAL REMARKETING AND PROSPECTING

Brass Ring Group, LLC uses advertising platforms and remarketing services to advertise on third party websites to you before and after you visited our Service. We and our third-party vendors use cookies to inform, optimize and serve ads based on your general interests and your past visits to our Service.

  • Google Ads

Google Ads marketing service is provided by Google Inc.

You can opt-out of Google Analytics for Display Advertising and customize the Google Display Network ads by visiting the Google Ads Settings page: http://www.google.com/settings/ads

Google also recommends installing the Google Analytics Opt-out Browser Add-on – https://tools.google.com/dlpage/gaoptout – for your web browser. Google Analytics Opt-out Browser Add-on provides visitors with the ability to prevent their data from being collected and used by Google Analytics.

For more information on the privacy practices of Google, please visit the Google Privacy & Terms web page: https://policies.google.com/privacy?hl=en

  • Bing Ads

Bing Ads marketing service is provided by Microsoft Inc.

You can opt-out of Bing Ads interest-based ads by following their instructions: https://advertise.bingads.microsoft.com/en-us/resources/policies/personalized-ads

You can learn more about the privacy practices and policies of Microsoft by visiting their Privacy Policy page: https://privacy.microsoft.com/en-us/PrivacyStatement

  • Twitter

Twitter advertising service is provided by Twitter Inc.

You can opt-out from Twitter’s interest-based ads by following their instructions: https://support.twitter.com/articles/20170405

You can learn more about the privacy practices and policies of Twitter by visiting their Privacy Policy page: https://twitter.com/privacy

  • Facebook

Facebook advertising service is provided by Facebook Inc.

You can learn more about interest-based advertising from Facebook by visiting this page: https://www.facebook.com/help/164968693837950

To opt-out from Facebook’s interest-based ads, follow these instructions from Facebook: https://www.facebook.com/help/568137493302217

Facebook adheres to the Self-Regulatory Principles for Online Behavioral Advertising established by the Digital Advertising Alliance. You can also opt-out from Facebook and other participating companies through the Digital Advertising Alliance in the USA http://www.aboutads.info/choices/, the Digital Advertising Alliance of Canada in Canada http://youradchoices.ca/ or the European Interactive Digital Advertising Alliance in Europe http://www.youronlinechoices.eu/, or opt-out using your mobile device settings.

For more information on the privacy practices of Facebook, please visit Facebook’s Data Policy: https://www.facebook.com/privacy/explanation

  • AdRoll

AdRoll marketing service is provided by Semantic Sugar, Inc.

You can opt-out of AdRoll remarketing by visiting this AdRoll Advertising Preferences web page: http://info.evidon.com/pub_info/573?v=1&nt=1&nw=false

For more information on the privacy practices of AdRoll, please visit the AdRoll Privacy Policy web page: http://www.adroll.com/about/privacy

When visitors use our Services, AdRoll may place cookies on their browsers for targeted adverting purposes. Data collected may include IP addresses, cookie identifiers, website activity, and a “hashed” (unrecognizable) representation of any email addresses you enter into our website forms, used only for the purpose of serving relevant ad content to you across multiple devices.

 

Comments

When visitors leave comments on the website we collect the data shown in the comments form, and also the visitor’s IP address and browser user agent string to help spam detection.

An anonymized string created from your email address (also called a hash) may be provided to the Gravatar service to see if you are using it. The Gravatar service privacy policy is available here: https://automattic.com/privacy/. After approval of your comment, your profile picture is visible to the public in the context of your comment.

Embedded Content From Other Websites

Articles on this site may include embedded content (e.g. videos, images, articles, etc.). Embedded content from other websites behaves in the exact same way as if the visitor has visited the other website.

These websites may collect data about you, use cookies, embed additional third-party tracking, and monitor your interaction with that embedded content, including tracking your interaction with the embedded content if you have an account and are logged in to that website.

Links to Other Sites

Our Service may contain links to other sites that are not operated by us. If you click a third-party link, you will be directed to that third party’s site. We strongly advise you to review the Privacy Policy of every site you visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third-party sites or services.

Children’s Privacy

Our Service does not address anyone under the age of 18 (“Children”).

We do not knowingly collect personally identifiable information from anyone under the age of 18. If you are a parent or guardian and you are aware that your Child has provided us with Personal Data, please contact us. If we become aware that we have collected Personal Data from children without verification of parental consent, we take steps to remove that information from our servers.

Changes to This Privacy Policy

We may update our Privacy Policy from time to time. We will notify you of any changes by posting the new Privacy Policy on this page.

We will let you know via email and/or a prominent notice on our Service, prior to the change becoming effective and update the “effective date” at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, please contact us:

  • By email: [email protected]
  • By visiting this page on our website: https://www.brassringconsult.com/#contact-us
  • By phone: 323.850.1812
  • By mail: Brass Ring Group, LLC, 1968 S Coast Hwy Suite 5007, Laguna Beach, CA 92651, United States