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Author: Paul Rogers

Paul Rogers

I am currently working as Head of Digital Marketing for GPMD, a London-based ecommerce web development and digital marketing agency. I have also previously worked in-house as a Digital Marketing Executive and for a PR agency.

I am passionate about ecommerce, SEO, marketing, analytics, UX & CRO, design and PR.

SEO considerations for discontinued products in ecommerce

I was recently asked for advice on the best course of action for discontinued products for an ecommerce site and whether you should follow Google’s previous advice to let the pages 404.

I decided to write this piece up because it’s something that’s talked about a lot, but rarely written about. I’m half suggesting people to question bits of it, as it’s an area that is, in my opinion, pretty subjective.

In this specific scenario, the website was a very large fashion retailer, meaning that products are frequently discontinued (with no intention of bringing them back) at the end of each season.

Attribution Black Holes

Five simple attribution black holes to look out for in reporting

Having worked almost exclusively with retail websites for the last four years, I’ve spent a lot of time analysing data for different channels and trying to attribute value to specific marketing campaigns and projects.

Whilst doing this I’ve found a number of fairly obvious (only when you really think about it) potential threats to everyday attribution that I wanted to share.


How to avoid duplicate content issues in ecommerce

Duplicate content has been causing major issues for online retailers for many years, primarily due to the negative impact it has on search engine rankings.

Due to the size and complexity of online retail websites, there are far more areas that need to be addressed and monitored in order to eliminate duplicate content issues.

Here are nine potential causes of duplicate content, along with resolutions to help you overcome them.