Common SEO and Fixing Issues for Search Engine Watch Aggregators and Financial Brands

  Common Technical SEO Problems, for Aggregators and Financial Marks

Most of you know that the aggregator market is competitive and that the popularity of comparison sites is increasing.

The comparison companies are among the most successful brands known and commonly used today. With external marketing and advertising efforts at record levels, people are turning to the World Wide Web for these services. So, who defends the online market?

During a survey we conducted, we discovered that brands such as MoneySuperMarket and MoneySavingExpert were the kings of the organic market.

 Comparison Websites

] It's hard to remember a world without comparison sites. It turns out that the comparison sites have been around for quite some time. In fact, some of the most popular aggregation domain names are available since 1999.

Yes, 1999, two years after the launch of Google.

Remember the year 1999 and the adaptation of SEO. Now think about what websites have had to consider, the high demands of customers, new features, site migrations, the introduction of JavaScript, the speed of the site, the list is endless.

The lifespan and longevity of these sites mean that, over time, time problems start to build, especially in the technical SEO department. Many of us, SEOs, are aware of the benefits that there is to waste time on technical SEO problems, not to mention the considerable ROI.

Since comparison sites are so popular and users rely on them, simple technical problems can result in poor user experience affecting customer relationships. Or, even worse, users seeking assistance elsewhere.

On-going comparative analyzes have identified the common technical problems of SEO faced by market leaders. Find out what these problems are and how they will hurt their SEO – and see if they correlate with your own website.

1. Cannibalizing Keywords

When developing and creating new pages, it's easy to forget the cannibalization of keywords. Duplicate templates can easily leave metadata and headers unchanged, which confuses search engines on the keyword's ranking page.

Here is an example from GoCompare.

 Example of cannibalization of key words in tags h1 and h2

The first page is cannibalizing on the left page. This is because page h1 is located in the top banner. This should target the long-term opportunity "how to make your own electricity at home" that has been placed in a h2 label directly under the banner.

The best plan to follow here would be to polish the model by removing the banner. and placing the call for action in the body of the article and placing the targeted keyword in a first tag.

Comparison sites are prime candidates for keyword cannibalization with the duplication of models, services and offers that leads to site-wide cannibalization problems. 19659019] The Fix

Run an analysis of your domain by collecting all duplicate first-header tags. You can use tools like Sitebulb for this. Decrypt between what is the original page and what is the copy, then gather your keyword data to find a better alternative to the keywords for this duplicate page.


Talk to your SEO expert when creating new pages. able to provide recommendations on URL structure, first headers and titles. It is useful to refer to the beginning of the planning process when deploying new pages.

2. Internal Redirections

Many changes can lead to internal redirects, the main causes being redundant pages, site feature upgrades and, in addition, dreaded site migration.

When Google urged sites to accelerate the transition to HTTP in January 2017, with The ideal methodology to redirect HTTP pages to HTTP via 301 is painful, it's hard to think of the sheer number of internal redirects.

Here is an example.

 Example of internal referrals

Comparison sites must specifically be aware of this. Like e-commerce sites, products and services are no longer available. The normal behavior seems to be to redirect this product to another page or, in most cases, to the parent directory.

This can then lead to internal redirects on the site that require immediate attention.


To resolve this issue, collect all internal URLs redirected from your robot.

Once you're done, look for the link on the parent page by visiting the page in Google Developer Tools.

link is recommended to your development team to change the target href attribute located in the anchor link to the final destination of the redirection.

3. Site Plan Cleaning

It is likely that the site plan will be overlooked as many changes are made from one site to another.

However, it is imperative not to allow this to happen! Search engines like Google can ignore sitemaps that return "invalid" URLs.

Here is an example.

 404 Error Snapshot

Typically, the 400/500 status code pages of a site are on the radar of development teams to be repaired . However, this is not always the best practice as these pages are always in the site map. Because they can be configured live, orphaned, and not indexed, or redirected elsewhere, there are less serious issues in the Sitemap file.

Aggregators currently have to deal with ever-changing sites, offering new services and even discontinuing them on the same day. a regular basis. New pages must therefore be configured, redirects are applied and problems are sometimes omitted.

The Fix

You must first identify the errors in the sitemap. Search Console is perfect for that. Go to the cover section and filter with the drop-down menu. Select your Sitemaps with "Filter to Sitemaps" to review the errors that are found there.

 Snapshot of Canonical Errors and Redirects

If your sitemap contains 400 or 500 pages of status codes, it means more priority, if it has canonical problems or redirected, focus on sorting them first.


Check your site plan once a week or more frequently. This is also a great way to check your broken pages on the site.

4. The subdomains cause a swelling of the index

Behind all good comparison site is a listing feature. This allows users to place personal information on a quote and to re-view previously saved data, such as a shopping cart on most e-commerce sites.

However, this information is usually hosted on subdomains and can be indexed, which is not the case. really want. These are mainly thin content pages, a useless page in the Google index that equates the index.

Here is an example.

 Example of subdomains

The patch

The solution is to add the "noindex". meta attribute to the citation domains to prevent them from being indexed. You can also include subdomains in your robots.txt file to prevent them from being crawled. Just make sure they do not appear in the search engine index before placing them in the file as they will not be dropped from the SERPs.

5. Distribution of the equity of a link to irrelevant pages

Internal links are important. However, slightly changing the fairness of the link over several pages may result in a loss of value. Think of a pyramid and how the home page spreads the equity in the directory, then in the sub-directories through a targeted anchor text by keywords.

 Example showing how authority pages display the fairness of links on a website

Pages where equity is spent must have value and only links to relevant pages that may be relevant.

Comparison sites targeting a range of products and opportunities, it is important to include them in the site equity thin architecture.

How do you do that?

1. Consider the architecture of your site. For example:

"Fixed rate mortgages" have different annual offers, most sites are located in a mortgage subdirectory, but this one could easily have its own directory. This would benefit the site's architecture as it would reduce the number of clicks for these important pages and put an end to the low equity allocation.

2. Link only to what is relevant.

Take the example below. The targeted keyword here is "mortgage loans with bad credit". then provides at the bottom of the page a series of internal links that are not relevant to the intent of the keyword. As a result, equity is spread over these pages, resulting in a loss of page value.

 Example of a link to relevant pages for link equity

The Fix

View the internal link structure. . To do this, you can run pages in Screaming Frog, which identifies pages with a click depth greater than two and evaluates outbound links. If there are many, this could be a good indicator of the possible dispersion of the pages on own funds. Manually evaluate pages for links and remove those that may not be used to spread the equity unnecessarily.

6. Orphan Pages

As a result of the above, orphan pages or poorly linked to low equity. Comparison sites are the best candidates for this.

MoneySuperMarket contains several orphaned pages, notably located in the blog section of the site.

 Example of Orphan Pages

The Patch

Use Site Site Bulb. explore the site and discover orphan pages. Spend time evaluating them, these pages may be orphaned. However, if they are present in the sitemap, this indicates one of two problems:

  • Pages must be linked through the internal architecture
  • . The page must not be indexable in the sitemap.

If the pages are redundant, tell them that they are "not indexable". However, if they need to be related, evaluate the internal architecture of your site in order to develop a perfect linking strategy for those pages.

Top tip

It It is very easy for blog articles to become orphans. Using methods such as clustering topics can help you optimize your content marketing efforts while making sure your pages are not orphaned.

Ultimate Tips

Many problems occur regularly. a range of different sites and many sectors, because comparison sites undergo many changes and development work with a wide range of products and loads to aggregate. It is very difficult to keep abreast of technical issues related to SEO.

Be vigilant and delegate your resources wisely. SEO-related technical issues should not be ignored, and monitor and actively perform scans and controls after deployment of any site development work. You will save organic performance and keep your technical SEO game strong.

Tom Wilkinson is the Search & Data Lead at Zazzle Media.

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