Wrong pages ranking for specific keywords

[KMCBRIDE]

Hi moz community

We're currently experiencing a lot of our pages ranking for the wrong keyword in the SERPS.

Take "womens ski wear" for example, the page rainking via Google links to  https://www.dare2b.com/womens/jackets-coats/

When we have an optimized page here https://www.dare2b.com/womens/shop-by/activity/ski/ that imo is more suitable and has the correct H1, meta tile etc. So I'm at a loss to see why google see the jackets page more relevant?

Any help on this much appreciated

[Nigel_Carr]

Hi KMCBRIDE

I work with a lot of UK eCommerce stores and find this a lot. Your 'shop by' pages are created by the shop-by tag. This ski version can be appended to any page so for examples you have:

https://www.dare2b.com/womens/shop-by/activity/ski/
https://www.dare2b.com/womens/shop-by/activity/ski/gender/womens/
https://www.dare2b.com/womens/shop-by/activity/ski/product_category/clothing/
https://www.dare2b.com/womens/shop-by/activity/ski/product_types/ski_jackets/
https://www.dare2b.com/womens/shop-by/activity/ski/gender/womens/product_types/ski_jackets/
https://www.dare2b.com/womens/shop-by/activity/ski/categories/dare2b_womensdare2b_womensjacketsdare2b/
https://www.dare2b.com/womens/shop-by/activity/ski/categories/dare2b_womensdare2b_womensfleecemidlayersdare2b/
https://www.dare2b.com/womens/shop-by/activity/ski/categories/dare2b_womensdare2b_womenstrousersdare2b/

Then you have

https://www.dare2b.com/womens/jackets-coats/

Which mentions the terms 'ski jackets', 'padded winter coats' and 'waterproof jackets'

The bottom line is that /activity/ski is carved down into

2 genders
3 Department
9 Categories
19 Product types - including ski jackets!

These can then be combined with colour of which there are 12

https://www.dare2b.com/womens/shop-by/activity/ski/colour_group/black/

And Price:

https://www.dare2b.com/womens/shop-by/activity/ski/size/m/

The size, colour & price pages don't seem to be ranking even though they have an index/follow on them. They are not being blocked in robots.txt either so you must be controlling them in htaccess or some other way. If they were they would create an even bigger mulit-dimensional matrix.

All of this low-quality content needs to be properly diagnosed and gone through. All tags inherit the highest category on-page content and meta too.  You are doing really well to rank for Ski Jackets to be honest as Google has a big job knowing how to index your site.

It's not just activity/ski either - it is every tag combining with every other tag that is causing you serious headaches.

2420 pages of activity/ski alone.

Happy to chat if you would like to learn more.

Regards

Nigel - Carousel Projects UK