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Retail seo march11
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Retail seo march11


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Presentation on issues around SEO for retailers, originally presented by Martin DInham of Guava at Internet Retailing Exhibition, March 21st 2011

Presentation on issues around SEO for retailers, originally presented by Martin DInham of Guava at Internet Retailing Exhibition, March 21st 2011

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  • 1. Making Natural Search Pay for RetailersMartin DinhamMarch 23rd, 2011
  • 2. Guava
    12 years market leading search marketing experience
    Built by acquisition- Guava UK June 2007- Neutralize October 2007
    Full-service Digital Marketing Agency
    Part of the Netbooster Group – Europe's largest online marketing agency
    Global capacity, multi territory a specialism
    400 staff across Europe
  • 3. Working with:
  • 4. SEO / Retail Challenges - internal
    Large, complex website platforms
    Large complex IT departments !
    Content – volume, catalogue linkage
    User demands, eg Multi Faceted Navigation
    “Me too” product sets
  • 5. Multi faceted navigation
    There was the potential to create 8.15915283 × 1047 pages
    if the CMS was left to its own devices!
  • 6. SEO / Retail challenges - external
    Persistent versus Dynamic keyphrase sets
  • 7. Competition
  • 8. Seasonality
  • 9. SEO solutions – site level
    Need automation / tools
    Integration with IT updates
    Balancing of BAU versus more strategic objectives
    Careful prioritisation of solution implementations
    Tight project management
  • 10. SEO solutions – content
    Needs to be collaborative / knowledge transfer based- product manager / trading team involvement critical
    Leverage your assets, reviews, “how to” guides etc
    Differentiation from the competition
  • 11.
  • 12. Social Media and Retail
    Source: GroupM Search 2011
  • 13. Social Media and Retail
    User reviews – 30%
    Facebook – 17%
    Twitter – 9%
  • 14.
  • 15. Linking
    Measurement of links as a vote revolutionised search engine technology
    Influences good rankings on most search engines
    “Your site's ranking in Google search results is partly based on analysis of those sites that link to you. The quantity, quality, and relevance of links count towards your rating.”
    Source : Google Webmaster Central
  • 16. SEO solutions - linkbuilding
    Contentious subject area- JC Penney- Overstock
  • 17.
  • 18. John Lewis
  • 19. Asda
  • 20.
  • 21. SEO solutions - linkbuilding
    Scale of targets, again you need more than manual approach
    Balancing effectiveness with risk
    So, this and market competitiveness means more creativity is required
    Leverage your assets
    Content – off site distribution
    Other marketing activity, eg competitions
    Other relationships, eg suppliers
  • 22. Other channels
    Look at changes in Google SERPS, this is only going to continue
    Also Google acquisitions, Beatthatquote, but also – long term significance ?
    Other assets- Local- Video- Shopping
  • 23.
  • 24.
  • 25. Size of the prize..
    So, its complex
    But, the gains are there…
  • 26. The size of the prize…
    HIGH STREET RETAILER (6 months);- Non brand traffic UP 93%- Non brand revenue UP 620%
    MAJOR GENERAL RETAILER (12 months)- Non brand traffic UP 17%- Non brand revenue UP 20%
  • 27. Testimonial
    "We have been delighted with the quality and management of SEO & link building work that Guava has delivered for Homebase. We are impressed with the proven ROI from this work, and the support of Guava to help identify this through analytics and drive double digit natural search growth through visitors and revenue" Multi-Channel Proposition Manager, Homebase
  • 28. Martin Dinham
    0870 063 0707