expert panel session - seo for ecommerce - ionsearch 2012
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ionSearch 2012 -Expert Panel Suite
SEO For Ecommerce
Jonathan Alderson – SEO & Data Insight Manager, Twentysix -
Moderator
John Hickling – Head of Ecommerce, Blueclaw
Daniel Bianchini – Senior SEO Consultant, SEOptimise
Stu Owens – Head of SEO, Bloom Agency
ionSearch 2012
Stu Owens
Bloom Agency
5 Killer SEO Tactics for Ecommerce 18th April 2012
iOnSearch
Ecommerce SEO
Stu Owens
Head of Search, Bloom
– 7 years in SEO & Digital
– Client side and agency side
– Ecommerce background
– International SEO
@samuistu
5 Killer SEO Tactics for Ecommerce
1. Page & Keyphrase Targeting
2. Filling in the gaps
3. Error Management
4. Use your Data
5. Connect with your Audience
1: Page & Keyphrase Targeting
What are your verticals worth?
Category Sub-category Product
High traffic, low conversion
High traffic, medium conversion
Low traffic, high conversion
1: Page & Keyphrase Targeting
Allow your products to be found, not searched for.
✔
✗ Images from Distilled
1: Page & Keyphrase Targeting
Home Page
Category 1
Sub-Category 1.0
Product
Sub Category 1.1
Product
Category 2
Sub Category 2.0
Product
Sub Category 2.1
Product
Brand – ‘Fufff’
Head – ‘widgets’
Long Tail – ‘Sony LP67THX Widget’’
Mid – ‘kitchen widgets’
2: Filling in the Gaps
1. Identify what you have (brand, non-brand)
2. Know what needs to be done
3. Make it happen
3: Error Management
3: Manage Page Attrition
• Look for Errors:
– Screaming Frog SEO Spider
– GWT
– Xenu
• 404s, 302, 301s
• Error fixing is essential for
site & link stability
3. Error Management
Out of Stock? Out of Luck!
• Products gather links naturally.
• Don’t lose out on links!
• 301 up to the category level – capture the link value
• Alternatively, 302 if temporary.
Oh dear indeed!
4: Use Your Data
Your customer data can tell you more than just sales!
4: Use Your Data
• Data infographic!
– Linkbait campaign
– News / media links galore!
5: Connect with your Audience
• Find the conversation – and engage!
– Finding influential people (twazzup, twitter)
– Appeal to their vanity – create dialogue
– Blogger badges – with links FTW!
5 Killer SEO Tactics for Ecommerce 18th April 2012
iOnSearch
ionSearch 2012
John Hickling
Blueclaw
More than just first place Making your search listings more appealing to click
Reviews, Reviews, Reviews
• Offsite reviews o Get star ratings on your listings
o Monitor reviews and report the
inappropriate/malicious
o Reviewing you as a Retailer
• Onsite reviews
o Send follow up emails
o Encourage social sharing of reviews
o Reviewing the product
• Incentivise customers to leave reviews
Reviews
Result:
Product Videos
• Video recording now accessible to all
• What to cover
o Product Demonstration
o Product Review
o Unboxing
o Instructional Videos
• Show your passion
• XML Document submitted via Webmaster Tools
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:video="http://www.google.com/schemas/sitemap-video/1.1">
<url>
<loc>http://www.myonlineshop.com/my-super-awesome-product.html</loc>
<video:video>
<video:thumbnail_loc>http://www.myonlineshop.com/media/videos/super-awesome-product.jpg</video:thumbnail_loc>
<video:title>The Super Awesome Product 2012</video:title>
<video:description>We demonstrate the new super awesome product and how it betters last years super awesome product
</video:description>
<video:player_loc allow_embed="no">
http://www.myonlineshop.com/videoplayer.swf?video=superawesomeproduct</video:player_loc>
<video:duration>120</video:duration>
<video:uploader info="http://www.myonlineshop.com/users/johnboy">John Hickling</video:uploader>
</video:video>
</url>
</urlset>
Video Sitemap
Video Sitemap
Result:
Video Sitemap
Bonus points - link the uploader field to Google plus
HTML Schema
• Pass structured data to the search engines
regarding your product catalogue.
• Product data
o Name, Desription
o Price / Offers
o Manufacturer / Model
o Review Summary
• Search Results / Categories
o Number of Results
o Breadcumbs
HTML Schema
Result:
More About HTML Schema...
Jono Alderson
11:45 - 12:05
Main Auditorium
Google Shopping / Froogle / Merchant Centre / Google Content / Base
• Can drive up to 15% of sales
• Ensure prices and shipping costs are
accurate and up to date!
• Add tracking to URLs
• The more data you provide the better
o Especially EAN / UPC / MPN
Google Shopping / Froogle / Merchant Centre / Google Content / Base
Result:
