advanced seo for ecommerce | ecelticseo | internet retailing summit presentation | chartered...

ADVANCED SEO FOReCommerce

BRIAN MARTIN

Brian Martin | Advanced SEO

Welcome to

INTERNET RETAILING SUMMIT 2011

Overview

Valuing the power of online

SEO as a marketing channel

SEO vs. PPC

Ranking Factors

How to Rank and Improve organic traffic

Tips


What does Traditional Retailing look like?

BRICKS & MORTAR

NEGATIVE: High Rent Restricted Opening Hours Labour Costs Defined Catchment Area Parking restrictions Fixed location

Summary: Certain amount of business guaranteed at higher cost, medium risk and limited opportunity

Q


POSITIVE: Passing Trade Limited Competition Fixed location Limited consumer choice

What does Internet Retailing look like?

INTERNET RETAILING

NEGATIVE: Competition is high No guarantee of visitors

Summary: No business guaranteed, very competitive, low risk, low cost but huge potential

Q


POSITIVE:

Location is flexible No Rent Open 24/7 Catchment area is Unlimited

Why do you need to invest in promoting your website?

Low cost channel: How much would you pay for a top salesperson working 24 hours a day to bring qualified leads and traffic?

75k per year if working on the minimum wage.

Measurable: Plethora of data to help make informed decisions

It’s where the Market is (and going…)

BUT It's not an overnight success and not a one time effort either

Q


Registration of .IE DomainsF


ACT

eCommerce EvolutionQ


Paddy Power – 319 Retail OutletsF


ACT

Online Profit = 1453 Retail Outlets F


ACT

Build it and they will come?Q


What is SEO?Q


SEO as a ChannelF


ACT

SEO vs. PPC

PPC wins over SEO every single time

If mon€y isn’t a thing!

Also organic results are earned

F


ACT

SEO vs. PPCF


ACT

Why SEO?

Building a bigger funnel

Increasing site rankings in search results and attracting qualified traffic

Same core principles of marketing apply with technical focus - Merchandising, PR, display advertising, sales

Trust in Google, 2nd most respected brand, buying intent in consumers

"You can't manage what you don't measure" -> Analytics

Q


Ranking FactorsHow Google Works!F


ACT

How do I Rank on Google?million dollar que$tion

A site that is well designed, optimised and promoted

Accessible site Targeted keywords present Hub of valued content Strong inbound links profile Social Media PR/community management Reputation Management - brand/site mentions Local optimisation

Q


On-Site

URL structure: www.website.com/brand/product-name

Encourage UGC + product reviews

Use Internal site search queries to find out what users really want

Internal linking/logical site architecture

Tags correct

Compare competitor products - steal competitor search traffic

F


ACT

Short Tail Versus Long TailF


ACT

Content

Become an authority or a resource

Curator

Unique (Pitfalls of duplicate content)

Keyword research

Mix of brainstorming & statistical research

Good SEO is a rising tide that lifts all keywords

F


ACT

LinkBaitF


ACT

Creating LinkBait

Linkbait Content ideas: Interesting (e.g. infographics)

/funny/cause/instructional/interviews/survey/research/controversial

Money/Contests/Freebies/Awards

Finding link prospects: Tools for competitive link analysis & search commands

Linkerati (Twitter, LinkedIn, forums, Q&A sites)

PR mindset

F


ACT

LinksF


ACT

Off-Site (Links)

No such thing as a free link! (time=money)

Widgets - You control the content, difficult to find webmasters willing to

publish them

Competition/Giveaway - Easy win but cost

Blogger outreach (reviews/guest blog posts)

Press Release/Article Submissions (e.g. Wikipedia)

Social Media

Sponsorship

Forum/Blog interaction

F


ACT

Evaluating Link Quality

Authority site

Editorial coverage

From trusted source

Low # quality outbound links

High # quality inbound links

Original relevant content

Plus 20+ other factors

F


ACT

eCommerce SEO Challenges

Scale - Thousands of pages with many overlapping targeted keywords

Duplicate Content - More difficult to source 'natural links‘ Natural inbound links are hard to attract

Competing with the brand itself (sitelinks)

Differentiating your products

F


ACT

Local Optimisation

Google Places owner verified registration

Categorised correctly

Citations from other online sources

Reviews & Ratings

Quality of website (PageRank, Inbound link profile,

Local area code phone number


FACT

Rise of Social

Scale of social networks is well documented. Personalisation in SERPs

It's not about the pure quantity of followers/likes but engagement

Others outside of Twitter/Facebook: LinkedIn, Reddit, Quora, Yahoo Answers, Stumble Upon etc.

Implementing gamification if you develop community


FACT

Tips!!

Legacy products - keep the page live + show alternative products

Video is 53 times more likely to appear in search result

Make sure your CMS is SEO friendly out of the box

QDF - Query Deserves Freshness

A blog is a must, be creative

Build brand authority with your links not just optimised anchors

Know your search commands

Remove personalisation when checking rank: &pws=0


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If you are going to think,

BiGBrian Martin | Advanced SEO

think

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International SEO

Go global... why not?

Relative low cost of expanding online

UK is very competitive but other markets aren’t

Local links from ccTLD

Directory and resource sites

Google merchant centre


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Take note

Results and Output are hard to quantify at the outset

Goes against grain of 'controlled' traditional marketing mindset

SEO is not PPC - instant like a tap that can be turned on and off

The best way to get traffic? To deserve it.

Think long term and holistically


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Internet Retailing Offer

Full search audit analysis report

Action plan for Christmas campaign

Visit our stand for a special offer

Follow us on Twitter @ecelticseo | [email protected]


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