ionsearch ecommerce seo presentation

13
5 Killer SEO Tactics for Ecommerce 18 th April 2012 iOnSearch

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My Presentation from the Expert Panel at iOnsearch Leeds. This presentation was focused on five winning tactics for Ecommerce SEO.

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Page 1: ionSearch Ecommerce SEO Presentation

5 Killer SEO Tactics for Ecommerce 18th April 2012

iOnSearch

Page 2: ionSearch Ecommerce SEO Presentation

Ecommerce SEO

Stu OwensHead of Search, Bloom

– 7 years in SEO & Digital– Client side and agency side– Ecommerce background– International SEO

[email protected]

@samuistu

http://uk.linkedin.com/in/stuowens

Page 3: ionSearch Ecommerce SEO Presentation

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

Page 4: ionSearch Ecommerce SEO Presentation

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

Page 5: ionSearch Ecommerce SEO Presentation

1: Page & Keyphrase Targeting

Allow your products to be found, not searched for.

✔✗

Images from Distilled

Page 6: ionSearch Ecommerce SEO Presentation

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’

Page 7: ionSearch Ecommerce SEO Presentation

2: Filling in the Gaps

1. Identify what you have (brand, non-brand)

2. Know what needs to be done

3. Make it happen

Page 8: ionSearch Ecommerce SEO Presentation

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

Page 9: ionSearch Ecommerce SEO Presentation

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!

Page 10: ionSearch Ecommerce SEO Presentation

4: Use Your Data

Your customer data can tell you more than just sales!

Page 11: ionSearch Ecommerce SEO Presentation

4: Use Your Data

• Data infographic!

– Linkbait campaign– News / media links galore!

Page 12: ionSearch Ecommerce SEO Presentation

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!

Page 13: ionSearch Ecommerce SEO Presentation

Ecommerce SEO

Stu OwensHead of Search, Bloom

– 7 years in SEO & Digital– Client side and agency side– Ecommerce background– International SEO

[email protected]

@samuistu

http://uk.linkedin.com/in/stuowens