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Download OFF-SITE SEO STRATEGIES FOR ECOMMERCE   E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

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  • Stand E5050

    OFF-SITE SEO STRATEGIESFOR ECOMMERCE WEBSITES

    Patrick Altoft

    Director of Search, Branded3

  • Stand E5050

    Search Engine Optimisation

    Most people think SEO is about

    o Keywords

    o Page titles

    o Meta tags

    o Site structure

    On-site optimisation is enough to rank for uncompetitive

    keywords

    When all your competitors sites are well optimised who gets to

    be number 1?

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    Links are the most important ranking factor Links are what Google uses to differentiate between similar websites

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    Links and PageRank Since 1998 links have formed the basis of the Google algorithm

    PageRank is a probability distribution used to represent the likelihood that a person

    randomly clicking on links will arrive at any particular page.

    The pages that have the most incoming links will have been visited more times and

    are deemed more important.

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    PageRank rankings PageRank is quite inaccurate a higher PR does not necessarily mean higher

    rankings

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    Links & Ecommerce

    Millions of links are created every day

    Linkable content is

    o News

    o Funny pictures

    o Videos

    o Interesting blog posts

    Ecommerce sites dont have the same linkability as

    other websites

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    Competitor analysis Identify 20 target keywords

    Record domains ranking in top 20 search results for each keyword

    Remove duplicate sites

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    Competitor analysis Export all links to Excel

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    Competitor analysis Repeat for all competitors to create one giant Excel document

    Remove duplicate linking domains

    Sort by Domain Authority or Page Authority

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    Competitor analysis Use filters to find valuable links

    o URL contains .ac.uk , .edu , .gov , .nhs

    o Anchor text contains target keyword

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    Visualising your link profile

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    Replicating competitor links

    Think about why each link was given

    Is it a paid link?

    Did the company attend a trade show or event?

    Is it from one of their business partners?

    What are your chances of getting the link?

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    Link QA process Some links are better than others

    If were paying for a link is it worth the money?

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    Link QA

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    Making contact

    Speak to people over the phone

    Send personal emails, one by one, to people who run relevant

    websites

    Make sure it doesnt start with Dear Webmaster

    Ask about advertising

    Ask bloggers if they accept guest posts

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    Using business relationships for links

    Talk to your suppliers & offer reviews

    Do interviews for industry news sites

    Give discounts to customers in return for links

    Offer to write news articles or guides for websites in

    your industry

    Make friends with people who control websites

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    Design

    Invest in stunning design

    Design makes a site more linkable

    Improving linkability dramatically increases the efficiency of

    your campaign

    Allows the site to be featured in CSS galleries

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    Content People dont generally link to commercial content

    Informational content attracts lots of free links

    Think about added value

    o Guides

    o Reviews

    o Blog

    o News

    o Photos

    Good content improves linkability

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    Paying for links

    Google is against buying & selling links

    Any links that appear to be paid are likely to be devalued

    This is risky & delivers low ROI

    If you choose to buy links sure they appear 100% natural

    Be wary about using high profile link sellers......

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    Dont become a headline

    Buying links is a risk, do it right or dont do it at all

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    Learning more

    Read Blogstorm.co.uk - UKs largest blog about SEO with over

    10,000 daily readers

    Call in at stand E5050 and ask for some free SEO advice

    Visit our site at Branded3.com

    A copy of the presentation will be posted on Blogstorm.co.uk

    next week