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