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How Ecommerce Sites Should Really Use Search
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How Ecommerce Sites Should Really Use Search


How ecommerce sites can use search marketing to increase traffic and conversions

How ecommerce sites can use search marketing to increase traffic and conversions

Published in Business , Technology , Design
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  • 1. @annstanley
  • 2. @annstanleyHow ecommerce websites should really use search! By Ann Stanley, July 2012
  • 3. @annstanley Ecommerce landscape On-site Sales On-site salesSales from Search from other sources marketing (email, affiliates, display ads, social, mobile, (PPC, SEO, shopping comparison, Merchant Centre) voucher sites) Conversion optimisation OtherShopping platforms off-site sales & market places (Social, Mobile, drop shipping, (Amazon, eBay) daily deals sites) Off-site Sales
  • 4. @annstanleySearching for products Display options Organic or natural results Universal results – maps, news, shopping etc.... Ads - PPC
  • 5. @annstanley Summary of different shopping results in Google Keywords = Samsonite luggageOrganic shopping Map results AdWords Products Product Listing ads and Places listings ad extension(Merchant Centre) (Google + Local)
  • 6. @annstanleyGoogle Venice Update
  • 7. @annstanley
  • 8. @annstanley
  • 9. @annstanleyGoogle Panda Update
  • 10. @annstanley Panda Update from 2011 –Optimise for the user, not search engines• Making sure a site is optimised to provide a rich, relevant and rewarding experience for visitors is the best way to avoid Panda penalties, which means: – No duplicate content – All pages to have unique, relevant and useful content (even the 1000s of product pages on ecommerce sites!) – Good levels of interaction on site (low bounce rates, inbound links to „deep‟ pages, social mentions etc…)
  • 11. @annstanley
  • 12. @annstanley
  • 13. @annstanley
  • 14. @annstanleyGoogle Fresh Update
  • 15. @annstanley
  • 16. @annstanleyGoogle PenguinUpdate
  • 17. @annstanleyPenguin - designed to penalise searchspam!• Keyword stuffing• Link schemes – poor quality and unnatural links• Cloaking, “sneaky” redirects or “doorway” pages• Purposeful duplicate content
  • 18. @annstanleyImportance of Social
  • 19. @annstanley Google‟s SPY World“Search, Plus Your World”
  • 20. @annstanley
  • 21. @annstanley Key take-aways• Many ways for your products to appear in the search results – Organic results – do you appear above the fold? – Shopping results (Merchant Centre) – free for how long? – Local listings (Google Plus Local) – don‟t ignore Venice update – Paid ads including Product Listing ads and new Dynamic Search ads• Panda and Penguin may have affected your organic traffic: – Deal with duplicate content issues – Add unique content (category and product pages, user-generated content, multi-media content) – Use of blogs and social sharing – also the Fresh update – Avoid spam (keyword stuffing and dodgy links) – Site interaction, site speed and social signals now influence your search rankings Ann Stanley