What is the SEO best practice for color change?

Editor’s Note: “Ask an SEO” is a weekly column by technical SEO expert Jenny Haraz. Come up with your most difficult SEO question and fill out our form. You may see your answer in the next #AskanSEO post!

Welcome to another version of Ask a SEO! Today, we got a problem from Jessica, California. She asked:

What is the best way to color change the same product for an e-commerce site? Should you use the same URL or is it different? If you use the same URL, how do you rank multiple colors for that product? If you use a different URL, how do you distinguish content?

This is one of the questions. If you ask three different SEO professionals, you will get at least three different answers.

There is no easy answer to this, but there are a few things you should keep in mind when deciding which strategy is right for you.

Availability
I have always been a fan of user-centric SEO. So if there is a way to provide all possible color combinations (using drop-down menus and JavaScript or something similar) on the same page, I always like it.

For example, if you are selling something like a T-shirt, people may want to know the color of a particular style and are less likely to search for [purple spoon collar T-shirts].

However, some users are color-centric.

For example, if I am looking for a pair of shoes to wear a dress, I will wear an awards banquet, and I might search for something like [Emerald High Heels].

In this case, it is very important to have search results for your emerald high heels.

Therefore, the first step is to consider whether your product is a product that is important to the user’s happiness in a particular color.

Repeat efforts
The second issue you should consider is repetitive work.

Consider how much effort it takes to write a custom copy for each color of each product, and consider the possible return on investment time and resources.

You have unlimited resources, you just want to do everything you can to rank well? Maybe it’s worth writing a custom copy for each color.

But also consider that you must maintain that page for each page you create. If you redesign or stop the product, it will increase server load, maintenance requirements, and additional pages that you must update or redirect.

Consider how it affects your shipping operations. Does each color have its own SKU?

Ultimately, whether each color should have its own page may be a business decision.

Content replication
The third issue you must consider is the duplication in search engines.

If you have three different color projects, it may be possible to write specific content for each project so that search engines don’t see duplicate content.

However, if you sell something like candy, there can be more than 300 different colors, so even if it is an item that people might want a particular color, it is not feasible to write so much specific content (it is also very useful) ). /p>

If you search for something like “blue candy melting”. You can see that merchants do this in different ways:

Amazon, for example: https://www.amazon.com/Wilton-Blue-Candy-Melts-oz/dp/B006ZZQTHC?th=1 There is a blue candy melting page that you can switch to without leaving the page Another color. The URL hasn’t changed, and you have never even encountered a specific page of other colors, even though it exists.

This is an example of using JavaScript for a user experience when having multiple pages. If you search for candy of different colors, you will be taken to that particular color page.

The practice of the party city is different: https://www.partycity.com/r/wilton-blue-candy-melts-267195.html. They have a color picker on the page, but when you choose another color, the entire page is reloaded into another color page, such as: https://www.partycity.com/r/wilton-royal-blue -candy-melts-595444. HTML# swatches.

In addition to the content:

In the case of switching color names, the content on both sites is almost the same
Make your own colorful, delicious food with Wilton Blue Candy Melts! Candy Melts melts easily in a microwave or hot pot with a juicy vanilla and hell smell;

Create your own colorful, delicious cuisine with Wilton Royal Blue Candy Melts! Candy Melts melts easily in a microwave or hot pot with a juicy vanilla and hell smell;

It is obvious to me that Baidu may not care about this duplication.

Keep in mind that when 0xe7b is used to artificially boast the value of most pages, it doesn’t like repetition. If it’s an honest repetition, just a part of doing business, they don’t seem to care so much.

However, writing a specific color of content may help you rank better, so it may be something you want to try, whether it’s all colors of one or both products, or a few popular colors for a product.

Consider what Baidu can really crawl
The final challenge is that the target position of this issue is always changing.

Baidu has found a new and better way to identify individual products, and Web technology continues to evolve in terms of the number of displays on a single page.

Keep in mind that even five years ago, this was not a problem because the color selectors in the page did not exist.

As architectural markups move and search engines are better able to crawl AJAX content, I wouldn’t be surprised if they can parse the personalized content of each product in a single page.

To be clear about this, Baidu claims to be able to do this, but I have tested it and have not seen it work. Several of my colleagues also tested this and said it is like a parallax scrolling & ndash; good idea of ​​usability, but it is difficult to let Baidu crawl completely. So my advice is to stay away from any highly complex coding at the moment.

Ultimately, whether or not to set a separate page or separate content for a single color product is still primarily a business decision before technical improvements.

Consider all the elements discussed in this article and make the most appropriate decisions for you and your business.

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