how ecommerce sites should really use search
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@annstanley
How ecommerce websites should really use search!
By Ann Stanley, July 2012
@annstanley
Sales from Search
marketing(PPC, SEO, Merchant
Centre)
On-site sales from other sources
(email, affiliates, display ads, social, mobile, shopping comparison,
voucher sites)
Shopping platforms & market places
(Amazon, eBay)
Other off-site sales
(Social, Mobile, drop
shipping, daily deals
sites)
Conversion optimisation
On-site Sales
Off-site Sales
Ecommerce landscape
@annstanley
Searching for products
Ads - PPC
Display options
Organic or natural results
Universal results – maps, news, shopping etc....
@annstanley
Summary of different shopping results in Google
Keywords =Samsonite luggage
Organic shopping results
(Merchant Centre)
AdWords Products ad extension Product Listing ads
Map and Places listings
(Google + Local)
@annstanley
Google Venice Update
@annstanleyPanda Update from 2011 –
Optimise for the user, not search engines
• Making sure a site is optimised to provide a rich, relevant and rewarding experience for visitors is the best way to avoid Panda penalties, which means:– No duplicate content– All pages to have unique, relevant and useful
content (even the 1000s of product pages on ecommerce sites!)
– Good levels of interaction on site (low bounce rates, inbound links to ‘deep’ pages, social mentions etc…)
@annstanley
Google Penguin Update
@annstanley
Penguin - designed to penalise search spam!• Keyword stuffing• Link schemes – poor quality and unnatural
links• Cloaking, “sneaky” redirects or “doorway”
pages• Purposeful duplicate content
@annstanley
Importance of Social
@annstanley
Google’s SPY World“Search, Plus Your World”
@annstanley
Key take-aways• Many ways for your products to appear in the search
results– Organic results – do you appear above the fold?– Shopping results (Merchant Centre) – free for how long?– Local listings (Google Plus Local) – don’t ignore Venice update– Paid ads including Product Listing ads and new Dynamic Search ads
• Panda and Penguin may have affected your organic traffic: – Deal with duplicate content issues– Add unique content (category and product pages, user-generated
content, multi-media content)– Use of blogs and social sharing – also the Fresh update– Avoid spam (keyword stuffing and dodgy links)– Site interaction, site speed and social signals now influence your
search rankingsAnn Stanley
ann@anicca-solutions.com www.anicca-solutions.com
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