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

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Page 1: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

OFF-SITE SEO STRATEGIESFOR ECOMMERCE WEBSITES

Patrick Altoft

Director of Search, Branded3

Page 2: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR 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?

Page 3: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

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

Page 4: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

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.

Page 5: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

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

rankings

Page 6: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

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 don’t have the same linkability as

other websites

Page 7: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

Competitor analysis• Identify 20 target keywords

• Record domains ranking in top 20 search results for each keyword

• Remove duplicate sites

Page 8: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

Competitor analysis• Export all links to Excel

Page 9: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

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

• Remove duplicate linking domains

• Sort by Domain Authority or Page Authority

Page 10: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

Competitor analysis• Use filters to find valuable links

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

o Anchor text contains target keyword

Page 11: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

Visualising your link profile

Page 12: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

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?

Page 13: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

Link QA process• Some links are better than others

• If we’re paying for a link is it worth the money?

Page 14: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

Link QA

Page 15: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

Making contact

• Speak to people over the phone

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

websites

• Make sure it doesn’t start with “Dear Webmaster”

• Ask about advertising

• Ask bloggers if they accept guest posts

Page 16: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

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

Page 17: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

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

Page 18: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

Content• People don’t 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

Page 19: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

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......

Page 20: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

Don’t become a headline

• Buying links is a risk, do it right or don’t do it at all

Page 21: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

Page 22: OFF-SITE SEO STRATEGIES FOR ECOMMERCE … E5050 OFF-SITE SEO STRATEGIES FOR ECOMMERCE WEBSITES Patrick Altoft Director of Search, Branded3

Stand E5050

Learning more

• Read Blogstorm.co.uk - UK’s 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