omni-channel commerce seo best practices
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KIBO COMMERCE SUMMITOmni-Channel SEO
March 24, 2016
OVERVIEW
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Whether balancing brick, catalog, B2B, International, or pure digital businesses; understanding how to strategically utilize SEO is critical for all marketing channels.
About seoClarity Omni-Channel SEO SEO Brand Ownership Core Technical Priorities Case Study Key Takeaways
The premier global enterprise SEO technology platform
Built for major brands, scalable for large agencies
Advanced consulting services (project-based)
Trusted by 2,000 SEO pros. worldwide
Cloud-based SaaS Technology
HQ in Chicago, IL
About seoClarity
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OMNI-CHANNEL SEO
What is Omni-Channel SEO? Optimization that impacts all channels:
Top-Down Optimization Search-Informed Optimization Design for Visibility Conversion Assistance
OMNI-CHANNEL SEO
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What is Top-Down Optimization? Optimized content (on-site and off-site) that
supports core campaigns; nomenclature may be new New product launches Brand campaigns Rebranding
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What is Search-Informed Optimization? Data-driven content that is integrated into the site
experience to best resonate with consumer voice Product naming Brand campaigns Taxonomy
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Lip Balm Lip Care
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What is Design for Visibility? Search as a foundation (technical optimization) for site
architecture, landing pages, etc. It enables a site to be SEO-friendly that enables easier search engine access at launch Critical to integrate into site build
More cost-effective to “build right the first time” Maintains and grows SEO performance and avoids
potential declines in traffic, conversions and visibility (aka technical debt)
Most appropriate for site upgrades and site redesign
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What is Conversion Assistance? SEO acts as an assist and acquisition channel (creates a brand
footprint) at all stages of the customer journey Many times creates awareness in early stages and converts as a
last-touch SEO is a hub that supports all marketing channels (online and offline)
TV, PR, Social, Display, SEM, etc. Most brands will only budget SEM and PLAs as an acquisition channel Most media campaigns have a limited shelf-life, SEO provides long-
term return SEO can a lower cost acquisition channel
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Value of Conversion Assistance On average, SEO contributes an additional 0.9x orders and
revenue as an assist
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SEO/SEM Integration Both channels perform exceptionally
better together. Based on averages of
SEO/SEM blended reports, top performance for both is had with top visibility (SEO top 3, SEM 1-1.7 avg. rank) SEO: Traffic - 90%,
Conversions - 92%, Revenue – 92%
SEM: Traffic - 80%, Conversions - 87%, Revenue - 90%
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SEO BRAND OWNERSHIP
SEO BRAND OWNERSHIP
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What is SEO Brand Ownership? Earned visibility by optimizing
content for brand across multiple channels and partners that increases brand presence in search results
Increases brand footprint1
Increases brand CTR Drives in-store foot traffic Detracts from competing results
and negative feedback
1. Knowledge Graph, reviews and social profiles
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How to optimize for Brand Ownership Consistent
messaging, content optimization, publishing and linking tactics Social media PR Local Publishing Reviews
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How-to: PR Optimize release prior to final approval and link to deep destination Provide journalist with SEO collateral (image, link [href]) Publish on your site first
All subsequent results are duplicative How-to: Local
Create landing pages for each store and link internally Distribute store listings to data aggregators to ensure correct
information and wider coverage (Acxiom, Neustar, Infogroup, Factual) Provides top-down distribution to Google, Bing, Yelp, IYPs, GPS,
etc. 81% of shoppers research online before purchasing in-store1
1. http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527
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How-to: Social Media Optimize all profiles for brand and core offering (e.g. women’s fashion) Each post should contain links (full URL) to products, press releases,
articles, etc. If using URL shortener, make sure it’s a 301 redirect (bit.ly) Post to all social outlets
Facebook, Twitter, Pinterest, Instagram, LinkedIn (where appropriate) and Google Plus
Tweets can expedite rankings by Google’s direct access All tweets should be final prior to post, once it’s live, it’s gone
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How-to: Reviews Integrate product reviews technology (ex. BazaarVoice, PowerReviews) Ensure reviews are rendered in-line (e.g. integrated into page code) Solicit review from your customers (post-purchase) Also solicit brand reviews (Bizrate, Google Reviews, etc.) Avoid use of other brand’s reviews
How-to: Publishing Create optimized content that is valuable to the customer
Communicates company welfare, solves a need Respond to customer concerns / complaints Provide an open framework for customer service
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19% of Google Queries contain Knowledge Graph Results
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SEO TECHNICAL PRIORITIES
Create efficient search engine access Search engines will reward with increased visibility An improved technical experience can lead to increased
conversion rates Can lead to improved SEM quality score – leads to higher ROAS
Core priorities: Mobile compliance Semantic Markup Site speed Secure protocol (httpS)
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Mobile Compliance Responsive site or mobile site is now
a SEO requirement with Google Google launched
“mobilegeddon” in April, 2015 requiring all sites to have mobile-friendly site experience
Sites out of compliance lost an average of 32% #1 rankings1
Google will launch a new and large update in May 2016
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ComScore
1. Avg. Brand Performance (enterprise data)
Web usage as a whole is migrating towards mobile. Mobile accounts for 2/3 of total organic traffic for most retail brands1
Mobile searches have surpassed desktop Mobile conv. rates are usually ½ of desktop2
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1. Organic Traffic Distribution by Device2. Avg. Retail Performance (enterprise data)
Best-practices regarding semantic markup Use a consistent protocol (don’t mix)
Including all plugins such as BazaarVoice/PowerReviews
Apply site wide (not just PDPs) Test & Validate Give structured meaning to page contents
to a search engine Price, description, reviews, etc.
Huge benefits to SEM
Can improve SEM quality score by crawl efficiency
Brand differentiation in SERPs Increase CTR with star ratings, pricing, etc. 80% of sites do not use semantic markup
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Site Speed Enables faster loading of pages, mobile is top-priority Core ranking factor for Google
Best Practices Image compression (less bandwidth to load) Use content distribution (Akamai, Adobe Scene 7) –
larger/robust global network to serve content based on user location
Extend browser caching based on avg. attribution cycle (ex. 30 days)
Eliminate render-blocking JavaScript and CSS in above-the-fold content
Test during development AMP Protocol is still nascent, best use for publishers
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Secure Protocol (httpS) All site/user data is encrypted Becoming a core ranking factor for Google
Best Practices Don’t switch immediately – wait for major site update (ex. site
migration) Ensure proper installation (one use and certificate per port 443
usage) As the web migrates towards http 2.0, a secure protocol is required
to render the site
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CASE STUDY (mophie Super Bowl 2015, Piston Agency) Challenge
mophie looked to capitalize on its first-ever Super Bowl spot and drive aggressive sales in the days leading up to, and after, the Big Game.
Ideas Piston’s SEO strategy was to optimize site assets, press releases
and links, as well as putting together an aggressive SEM and display retargeting strategy that capitalized on brand interest in search, social, YouTube and direct traffic.
Results Return-on-advertising-spend (ROAS) for the weekend was 200%
above projections. SEO drove the highest traffic and revenue of all channels (highest in site history).
Piston won Best Integration of Search Into Cross-Channel Marketing at the 2015 Landy Awards (SMX)
KEY TAKEAWAYS
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SEO efforts can have a impact all marketing channels It’s important to optimize for all brand campaigns to ensure constant visibility
and long term performance after other media campaigns have ended Whenever possible provide data-driven content suggestions or “search-
informed strategy” to campaigns, product names, etc. to better resonate with the customer voice
SEO contributes significantly more than its standalone metrics, it acts as a very strong assist partner throughout the customer journey
Optimizing other channels can lead to increased search coverage Fast page speed and correct semantic markup are growing SEO technical
requirements and have omni-channel benefits as well as improving the user-experience, especially for mobile shoppers
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THANK YOURichard ChavezVice President, Professional [email protected]: http://www.seoclarity.net/blog/Twitter: @seoClarity, @richardachavezSlideShare: http://www.slideshare.net/richardachavez
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APPENDIX
SEMANTIC MARKUP BY SITE HIERARCHY
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Home
Org
any promos
internal search engine
JSON
Category
Org
breadcrumb
inventory count
product matrixes (see PDP)
Sub-Category
Org
breadcrumb
inventory count
product matrixes (see PDP)
PDP
Org
breadcrumb
Product attributes• name• image• price• description• brand• availability• video (if avail)• reviews (total, average,
reviews and scores)• Sale price range
Stores
Org
breadcrumb
Store attributes• image• address• phone• hours of operation• Reviews (highly
recommended)
Blog
Org
article
author