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OFF-SITE SEO STRATEGIESFOR ECOMMERCE WEBSITES
Director of Search, Branded3
Search Engine Optimisation
Most people think SEO is about
o Page titles
o Meta tags
o Site structure
On-site optimisation is enough to rank for uncompetitive
When all your competitors sites are well optimised who gets to
be number 1?
Links are the most important ranking factor Links are what Google uses to differentiate between similar websites
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.
PageRank rankings PageRank is quite inaccurate a higher PR does not necessarily mean higher
Links & Ecommerce
Millions of links are created every day
Linkable content is
o Funny pictures
o Interesting blog posts
Ecommerce sites dont have the same linkability as
Competitor analysis Identify 20 target keywords
Record domains ranking in top 20 search results for each keyword
Remove duplicate sites
Competitor analysis Export all links to Excel
Competitor analysis Repeat for all competitors to create one giant Excel document
Remove duplicate linking domains
Sort by Domain Authority or Page Authority
Competitor analysis Use filters to find valuable links
o URL contains .ac.uk , .edu , .gov , .nhs
o Anchor text contains target keyword
Visualising your link profile
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?
Link QA process Some links are better than others
If were paying for a link is it worth the money?
Speak to people over the phone
Send personal emails, one by one, to people who run relevant
Make sure it doesnt start with Dear Webmaster
Ask about advertising
Ask bloggers if they accept guest posts
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
Make friends with people who control websites
Invest in stunning design
Design makes a site more linkable
Improving linkability dramatically increases the efficiency of
Allows the site to be featured in CSS galleries
Content People dont generally link to commercial content
Informational content attracts lots of free links
Think about added value
Good content improves linkability
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......
Dont become a headline
Buying links is a risk, do it right or dont do it at all
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