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Retail SEO and SEM - 20 techniques to improve retail site visibility  internet retailing expo - dave chaffey - smart insights
 

Retail SEO and SEM - 20 techniques to improve retail site visibility internet retailing expo - dave chaffey - smart insights

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Presented to Internet Retailing Expo conference in Birmingham. The techniques use a retail case study, but apply to other types of business also.

Presented to Internet Retailing Expo conference in Birmingham. The techniques use a retail case study, but apply to other types of business also.

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    Retail SEO and SEM - 20 techniques to improve retail site visibility  internet retailing expo - dave chaffey - smart insights Retail SEO and SEM - 20 techniques to improve retail site visibility internet retailing expo - dave chaffey - smart insights Presentation Transcript

    • Search : Get found!20 techniques to improveretail site visibilityDr Dave ChaffeyDownload:www.smartinsights.com/blog 1
    • Our challenge? http://www.google.com/ads/innovations/ 2
    • How to audit your SEO : case study See: Smart Insights – The right types of links 3
    • About Dave Chaffey Books  Best-practice advice & consulting www.smartinsights.com Insights Director 4
    • 1. Identify Consumer searchbehaviours NOT keyword lists 5
    • Keyphrase analysis –too important to leave to an agency? 6
    • Use Ubersuggest for categories and competitorsPractical tip: Identify negatives too Smart Insights Tutorial: Ubersuggest 7
    • 2. Use a gap analysis to drive performance A keyphrase gap analysis shows  Potential demand from key phrase estimators  Your actual performance (position, clicks, conversion, sales, value):  Paid – absolute and relative  Natural – absolute and relative 8
    • A word about analytics…  Segment!  By natural  By non-brand  By key generics  By mobile  By conversion  Use the content drilldown, not just top-pages http://bit.ly/smartsegments 9
    • 3. Improve your brand messages: Communicate your OVP for a smooth customer journey Tip – improve sitelinks 10
    • Which is most effective?A.B.C.D. 11
    • 4. Check the relevance of blended search – here Google Places 12
    • Making the most of Google Local? 13
    • 5. Don’t forget the second biggest search engine… 14
    • Reviewing YouTube potential…Not “the fastest way to get to page 1 of the SERPs” YouTube Keyword Tool tutorial 15
    • 16 1 6
    • 6. Evaluate paid search YouTube options 17
    • 7. Obsess about links 18
    • 8. Obsess more about content 19
    • Are you committed to content? 20
    • Integrating a relevant “blog” 21
    • 9. Integrate “added value content” 22
    • 10. You can always re-engineer your title tags more… Example:  Buy Perennial plants online, a wide range of herbaceous perennials : Buy Garden plants online from your online garden centre at Coblands.co.uk Start with:  Site:domain.com + <category> or + <products> 23
    • 11. Even keyword density analysis can help…something you shouldn’t do? http://tools.davidnaylor.co.uk/keyworddensity/ 24
    • 12. Make the most of your home page and high-level utility pages See: Smart Insights – The right types of links 25
    • 13. Get the balance right oncategory and sub-category pages 26
    • 14. Review category pages for semantic markup Should be relevant <h1>? Opportunity for <h2>?“Most popular winter plants” 27
    • 15. Beat the Panda - example 28
    • 29
    • Example copy Official LED Lenser UK distributor  The P7 Tactical should be standard equipment on every duty belt….  This copy was repeated, word for word, on several other sites, including Tooledup.com, Halfords.co.uk and mptools.co.uk, the sitebox.com and 7 dayshop.com. Cellpacksolutions.com added:  The P7 Tactical should be standard equipment on every duty belt. A favourite amongst the Police Force and Search & Rescue. With 200 lumens of focusable light and 130 hours of battery life from standard AAA batteries, it will far outshine any other light of its size. A fantastic looking torch, it comes in a gift box including wrist strap and holster. This makes it ideal as a present and highly collectable. Source: “Beat the Panda” 30
    • Adding detailed product info 31
    • 16. Don’t forget the power of internal linksSource: Smart Insights: The right type of Internal Links? 32
    • Example, missing category link-back 33
    • Paid search innovations1. Autofilled email lead-genalso…offer extensions 34
    • Paid search innovations2. Ad extensions 35
    • Paid search innovations3. Placement targeting and remarketing 36
    • Are you takingGoogle+ seriously? 37
    • There may be trouble ahead… 38
    • Let’s Connect! Questions & discussion welcome Download: www.smartinsights.com/blog  Bloguk.linkedin.com/in/davechaffey www.smartinsights.com/blog  Feedswww.facebook.com/davechaffey www.feedburner.com/smartinsights  Email Newsletter www.smartinsights.comwww.twitter.com/DaveChaffey 39