One SEO Professional was concerned about product availability issues on their site, in connection with the supply chain shortages occurring.
They found that the supply chain shortages are causing longer out-of-stock periods, and they don’t want to continuously display an ‘out-of-stock’ message to their users, since it creates a negative user experience.
Instead, they considered potentially taking all the URLs offline so customers stop complaining about the number of out-of-stock items on the e-commerce site. But, this means URLs and SEO are both impacted negatively.
John explained that one option is updating the URL’s structured data in order to explain to the user that the out-of-stock situation is really temporary. They can keep the URL in the index and keep refreshing it regularly.
But if the pages eventually get noindexed, or they decide to remove the internal linking, when the state changes back, Googleshould pick that up quickly.
Google tries to understand state changes through things like sitemaps and internal links. This is especially true if a website adds a product back, then suddenly it has internal links again, this helps Google to pick this up again.
It’s possible to speed this process up a bit by being more deliberate with internal links.
John added that you could hedge your SEO together when it comes to product search. If you submit a Merchant Center feed, they can also show the products there in the product listing ads based on the feed.
Therefore, Google doesn’t have to recrawl the individual pages to recognize that the page says it’s back in stock. They can recognize in the feed that you submit that suddenly this product availability changes.
This happens at approximately the 33:39 mark in the video.