Building Enterprise eCommerce SEO Traffic and Sales

Download Building Enterprise eCommerce SEO Traffic and Sales

Post on 21-Oct-2014




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Fresh from eTail West 2012! Here are five specific ways for businesses to grow their enterprise SEO traffic and sales, complete with actionable takeaways. You'll learn what moves the meter -- and what doesn't -- when it comes to organic search. See examples of real SEO work at REI and the results it produced. Find out what to measure in order to track your progress and understand how SEO data can feed into your larger cross-channel customer experience. You can learn more about Jonathon Colman at


TITLESpecific Ways to Build Your Enterprise SEO Traffic and Sales55Jonathon ColmanTwitter @jcolmanIn-House SEO for REIwww.REI.com2CREATE ORIGINAL CONTENT1.1.Photo Sukisuki on Flickr. Source: ORIGINAL CONTENTFOCUS: Increase rankings and portfolio diversity for traffic-driving keywordsOriginal, relevant product information that adds value and solidifies your brands, descriptions, on-page copyLanding pages for categories, brands, and search resultsNew value-added content your customers can use to enjoy the products you sellSource: Vibram FiveFingers Bikila Running Shoes at on www.REI.comLets look at a standard REI product pageSource: Vibram FiveFingers Bikila Running Shoes at on www.REI.comThats nearly 250 words of branded, original, unique, relevant content what search engines need!Source: How to Choose Barefoot / Minimalist Running Shoes at on www.REI.comThis article on our site draws qualified traffic from over 1,800 individual keyphrases every week.MINIMIZE DUPLICATION2.2.Photo leg0fenris on Flickr. Source: DUPLICATIONFOCUS: Rank higher and increase trafficDuplicate content = the same content at two different URLsA likely warning signal for Panda algorithmYou have enough competition without competing with yourself!Solutions: rel=canonical, rel=prev/next, 301 redirects, setting default domain, selective blocking of crawlers, and moreDuplicate content waters down your rankings for competitive keywords, reducing your traffic and conversion.Source: Google Webmaster Tools reporting4 TOOLS FOR DUPLICATE CONTENTUse rel=canonical to point from a duplicate back to the authoritative version of the content used for exact duplicatesUse rel=prev/next to handle paginated content, such as a large search result set301 redirect from deprecated content or near duplicates to authoritative versionsSet your preferred domain to avoid duplication at the domain levelUsing these tactics, we reduced duplicate content on by 96% Y/Y, driving increased traffic to authoritative content.Source: Google Webmaster Tools reportingGO FAST OR GO HOME3.3.Photo ShootNFish on Flickr. Source: FAST OR GO HOMEFOCUS: Increase your conversionGoogle uses speed as a search ranking factor for the most competitive queriesThis can drive more traffic and associated sales, but site speed has a much larger impact than just SEOSource: Google, Matt Cutts [via Search Engine Land]Customers expect your web site to load in 2 seconds or less.2Source: Forrester/Akamai [via GetElastic]1540% of customers will abandonany site that takes longer than3 seconds to load.3Source: Forrester/Akamai [via GetElastic]16The average Fortune 500 company web site takes 7 seconds to load.7Source: Andrew Davies, Web Performance: A Whistlestop Tour17For every 1 second of load time, conversion drops by 7%.7% Source: StrangeloopFor every 1 second of load time, user satisfaction drops by 16%.16% Source: StrangeloopA faster site reduces the costs of infrastructure and releasesby 50% or more.Source: Shopzilla [via OReilly]50% REIS RESULTS:A 50% decrease in the time it took for Google to crawl an average pageSource: Google Webmaster Tools reportingREIS RESULTS:A 100% increase in the amount of total pages Google crawled per daySource: Google Webmaster Tools reportingREIS RESULTS:In 2011, we saved customers 22 years of time by speeding up REI.comSource: Google Webmaster Tools reportingTOOLS TO SPEED UP YOUR SITEYahoo and Google best practicesGoogle Webmaster Tools speed reportSite speed data in Google AnalyticsGoogles Page Speed Online toolYahoos YSlow browser toolWebPageTest, Pingdom test suitesBE META, NOT JUST 4.4.Photo sarah0s on Flickr. Source: META, NOT JUST FOCUS: Increase traffic and conversionStructure product search results into faceted navigation to allow for filteringStructure product, store, event, author, video, recipe, and other data for Rich Snippets in search engine resultsIncrease findability and interoperability at the same timeSource: Sleeping Bags at on www.REI.comUse product metadata to structure search results for your categories into faceted navigation.Source: Sleeping Bags at on www.REI.comFacets help users narrow down their searches and provide niche results for search engine crawlers.WHICH WOULD YOU CLICK ON?RESULTS:Rich Snippets can drive up to +30% more clicks over standard search resultsStructured data makes you more findable in verticals, such as local search.TOOLS FOR RICH SNIPPETSGoogles guide to Rich SnippetsMicrodata: standard used by Google, Bing, and YahooMicroformats: hProduct for products, hCard for people and locations, and hCalendar for eventsRDFa: GoodRelations vocabularyGoogle Merchant Center feedsLINK IT ALL TOGETHER5.5.Photo Ravages on Flickr. Source: IT ALL TOGETHERFOCUS: Increase rankings and trafficDont buy links any purchasing scheme goes against Webmaster Guidelines and is Black Hat SEOEarn links to your site by providing great content, products, services, and featuresBe social to listen to and engage with your customer base and attract new followersSource: Paid Links (via Google Webmaster Tools)Dont let this happen to you.Do not buy links. Ever.Search engine indexSearch engines index the Web by following links to page after page of content. But most of the time, they cant find content without following a link to it.Strongly interlinked sitewith numerous inbound linksNew pages without links areisolated from search enginesEARN LINKS FOR DISCOVERY35ErikFor a search engine, links from one site to another are like a vote of confidence and trust, similar to a citation in a scientific paper. This is the original basis behind Googles PageRank.Page onSite APage onSite BLinkI trust you!EARN LINKS FOR TRUST36ErikIf all else is equal, pages with more links can be said to be more authoritative because more individual sites trust and cite their content. This often translates into higher rankings.EARN LINKS FOR AUTHORITYPage on Site AFive inbound linksfrom external sitesPage onSite BTen inbound links= more authority37ErikHOW CAN YOU EARN LINKS?Create useful content that fulfills a customer need especially tacit needsBe original, funny, engaging, or amazingHold a contest or giveawayBe timely or relevant to a current event that your customers care aboutFeature your customers and their efforts make them feel special.38ErikSource: Smores at on www.REI.comSource: Backpacks infographic at on www.REI.comA customer-created video for one of our products went viral, driving awareness, links, traffic, and ranking increases.Source: REI Match Test video by dalemclmm at rank #3 for a broad search term that doesnt use our brand or even the category. What if this was a high-margin product?KEY, ACTIONABLE TAKEAWAYSPhoto mrjoro on Flickr. Source: KEY, ACTIONABLE TAKEAWAYSCreate original content that meets your audiences explicit and tacit needsReduce duplicate content to stop competing with yourselfSpeed up your site to drive conversionStructure your content with metadata to make it more findable and easier to useEarn links by building great content or have customers build it for youMANY THANKS!Jonathon ColmanIn-House SEO for


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