Advanced SEO for Ecommerce Sites - Patrick Altoft at Ecommerce Expo 2013


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This presentation will cover how brands and ecommerce sites can position themselves to take advantage of future Google updates and deliver long term sustainable rankings.

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Advanced SEO for Ecommerce Sites - Patrick Altoft at Ecommerce Expo 2013

  1. 1. Advanced SEO for Ecommerce Sites By Patrick Altoft, Director of Search @patrickaltoft
  2. 2. The current CITATIONS BUILD CONVERSATIONS NEWS Sentiment SOCIAL Authority Relevance Freshness is listening to… DESIGN CONTENT BLOG Engagement Satisfaction Structure Quality
  3. 3. Ecommerce SEO challenges • Content strategy • Adding value • User generated content • Return to search • Design, usability and making users love you • Link clean-up & penalties • Link strategy • Reporting ROI with 100% of your keyword data “not provided”
  4. 4. What Google wants “The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfil their information needs. ” Matt Cutts Our strategy therefore is to create a better search result for our clients than their competitors. This can be split into two simple to understand factors: • Creating more authority and being a better/more reputable company • Making better landing pages, specifically your primary pages
  5. 5. Content Audit Document • Typography • Readability • Spelling/grammar • Shareability • Keyword use • Copyscape report on stolen content • Social media shares Shareable Content • Brainstorming • Competitor Analysis • Examples & screenshots from competitors Informative Content • Research Q&A on Yahoo Answers, Quora, Facebook, Twitter • Search for questions in Analytics data & keyword tool data • Gap Analysis of current content • Examples & screenshots from competitors etc User Generated Content • Reviews – implementation, incentivisation etc • Q&A section or Q&A on product pages etc • Forums, blog comments, guest blog posts, in-depth content reviews • Examples & screenshots from competitors etc Site Structure • Where does content need to go (blog or Q&A etc) • How should the sections be structured • Design & UI • Interlinking between sections • Examples & screenshots from competitors Content Roadmap Document • Monthly or weekly content plan • Special events & calendar • Blog calendar • PR calendar Content strategy framework
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  8. 8. Reviews If you don’t have a user review strategy – why not?
  9. 9. Questions & Answers Why wouldn’t you do this?
  10. 10. The Future (& present) of SEO
  11. 11. Return to Search You have a few seconds to get the visitor’s attention and persuade them that they have arrived at a site that will answer their query. If they go back to Google, that’s a negative signal.
  12. 12. Manual Penalties
  13. 13. Penguin 2.0
  14. 14. Clean-up is Future-proofing
  15. 15. Doing real stuff Would you do this if it didn’t help with SEO? When you release a new page or piece of content would your MD or PR department tweet about it? Would they tweet a link built by your SEO team? If not then you probably shouldn’t be doing it. SEO has to be integral to marketing.
  16. 16. Data Sources Not provided will be 100% soon, attribution modelling becomes largely useless • Total organic visits to top landing pages • Total search visits minus brand clicks from WMT data • Estimated visits per keyword via rankings, CTR & search volumes • Click share for product categories
  17. 17. Thank you! Please email any questions to or get in touch on Twitter: @patrickaltoft