Making Natural Search Pay for RetailersMartin DinhamMarch 23rd, 2011<br />
Guava<br />12 years market leading search marketing experience<br />Built by acquisition- Guava UK June 2007- Neutralize O...
Working with:<br />
SEO / Retail Challenges - internal<br />Large, complex website platforms<br />Large complex IT departments !<br />Content ...
Multi faceted navigation<br />There was the potential to create 8.15915283 × 1047 pages <br />if the CMS was left to its o...
SEO / Retail challenges - external<br />Competition<br />Differentiation<br />Persistent versus Dynamic keyphrase sets<br ...
Competition<br />
Seasonality<br />
SEO solutions – site level<br />Need automation / tools<br />Integration with IT updates<br />Balancing of BAU versus more...
SEO solutions – content<br />Needs to be collaborative / knowledge transfer based- product manager / trading team involvem...
Social Media and Retail<br />Source: GroupM Search 2011<br />
Social Media and Retail<br />User reviews – 30%<br />Facebook – 17%<br />Twitter – 9%<br />
Linking<br />Measurement of links as a vote revolutionised search engine technology<br />(PageRank)<br />Influences good r...
SEO solutions - linkbuilding<br />Contentious subject area- JC Penney- Overstock<br />
John Lewis<br />http://www.loveandoliveoil.com/<br />http://www.thefashionablehousewife.com/<br />http://www.whosthemummy....
Asda<br />
SEO solutions - linkbuilding<br />Scale of targets, again you need more than manual approach<br />Balancing effectiveness ...
Other channels<br />Look at changes in Google SERPS, this is only going to continue<br />Also Google acquisitions, Beattha...
Size of the prize..<br />So, its complex<br />But, the gains are there…<br />
The size of the prize…<br />HIGH STREET RETAILER (6 months);- Non brand traffic UP 93%- Non brand revenue UP 620%<br />MAJ...
Testimonial<br />"We have been delighted with the quality and management of SEO & link building work that Guava has delive...
Martin Dinham<br />Martin.dinham@guava.com<br />0870 063 0707<br />
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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

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Retail seo march11

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

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