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Search : Get found!20 techniques to improveretail site visibilityDr Dave ChaffeyDownload:www.smartinsights.com/blog       ...
Our challenge?  http://www.google.com/ads/innovations/                                           2
How to audit your SEO : case study        See: Smart Insights – The right types of links                                  ...
About Dave Chaffey Books          Best-practice advice & consulting                      www.smartinsights.com Insights...
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: Ube...
2. Use a gap analysis to            drive performance A keyphrase gap analysis shows   Potential demand from key phrase ...
A word about analytics…             Segment!                  By natural                  By non-brand                ...
3. Improve your brand messages:      Communicate your OVP  for a smooth customer journey Tip – improve sitelinks          ...
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 tuto...
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   h...
11. Even keyword density analysis can help…something you shouldn’t do?                                 http://tools.davidn...
12. Make the most of your home page     and high-level utility pages         See: Smart Insights – The right types of link...
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 winte...
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...
Adding detailed product info                        31
16. Don’t forget the power of internal linksSource: Smart Insights: The right type of Internal Links?                     ...
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...
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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.

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

  1. 1. Search : Get found!20 techniques to improveretail site visibilityDr Dave ChaffeyDownload:www.smartinsights.com/blog 1
  2. 2. Our challenge? http://www.google.com/ads/innovations/ 2
  3. 3. How to audit your SEO : case study See: Smart Insights – The right types of links 3
  4. 4. About Dave Chaffey Books  Best-practice advice & consulting www.smartinsights.com Insights Director 4
  5. 5. 1. Identify Consumer searchbehaviours NOT keyword lists 5
  6. 6. Keyphrase analysis –too important to leave to an agency? 6
  7. 7. Use Ubersuggest for categories and competitorsPractical tip: Identify negatives too Smart Insights Tutorial: Ubersuggest 7
  8. 8. 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
  9. 9. 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
  10. 10. 3. Improve your brand messages: Communicate your OVP for a smooth customer journey Tip – improve sitelinks 10
  11. 11. Which is most effective?A.B.C.D. 11
  12. 12. 4. Check the relevance of blended search – here Google Places 12
  13. 13. Making the most of Google Local? 13
  14. 14. 5. Don’t forget the second biggest search engine… 14
  15. 15. Reviewing YouTube potential…Not “the fastest way to get to page 1 of the SERPs” YouTube Keyword Tool tutorial 15
  16. 16. 16 1 6
  17. 17. 6. Evaluate paid search YouTube options 17
  18. 18. 7. Obsess about links 18
  19. 19. 8. Obsess more about content 19
  20. 20. Are you committed to content? 20
  21. 21. Integrating a relevant “blog” 21
  22. 22. 9. Integrate “added value content” 22
  23. 23. 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
  24. 24. 11. Even keyword density analysis can help…something you shouldn’t do? http://tools.davidnaylor.co.uk/keyworddensity/ 24
  25. 25. 12. Make the most of your home page and high-level utility pages See: Smart Insights – The right types of links 25
  26. 26. 13. Get the balance right oncategory and sub-category pages 26
  27. 27. 14. Review category pages for semantic markup Should be relevant <h1>? Opportunity for <h2>?“Most popular winter plants” 27
  28. 28. 15. Beat the Panda - example 28
  29. 29. 29
  30. 30. 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
  31. 31. Adding detailed product info 31
  32. 32. 16. Don’t forget the power of internal linksSource: Smart Insights: The right type of Internal Links? 32
  33. 33. Example, missing category link-back 33
  34. 34. Paid search innovations1. Autofilled email lead-genalso…offer extensions 34
  35. 35. Paid search innovations2. Ad extensions 35
  36. 36. Paid search innovations3. Placement targeting and remarketing 36
  37. 37. Are you takingGoogle+ seriously? 37
  38. 38. There may be trouble ahead… 38
  39. 39. 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
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