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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    Retail seo march11 Retail seo march11 Presentation Transcript

    • Making Natural Search Pay for RetailersMartin DinhamMarch 23rd, 2011
    • 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
    • Working with:
    • 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
    • Multi faceted navigation
      There was the potential to create 8.15915283 × 1047 pages
      if the CMS was left to its own devices!
    • SEO / Retail challenges - external
      Competition
      Differentiation
      Persistent versus Dynamic keyphrase sets
      Seasonality
    • Competition
    • Seasonality
    • 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
    • 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
    • Social Media and Retail
      Source: GroupM Search 2011
    • Social Media and Retail
      User reviews – 30%
      Facebook – 17%
      Twitter – 9%
    • Linking
      Measurement of links as a vote revolutionised search engine technology
      (PageRank)
      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
    • SEO solutions - linkbuilding
      Contentious subject area- JC Penney- Overstock
    • John Lewis
      http://www.loveandoliveoil.com/
      http://www.thefashionablehousewife.com/
      http://www.whosthemummy.co.uk/
      http://www.amothersramblings.com/
      http://www.livingwithwhite.com/
    • Asda
    • 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
    • Other channels
      Look at changes in Google SERPS, this is only going to continue
      Also Google acquisitions, Beatthatquote, but also Boutiques.com – long term significance ?
      Other assets- Local- Video- Shopping
    • Size of the prize..
      So, its complex
      But, the gains are there…
    • 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%
    • 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
    • Martin Dinham
      Martin.dinham@guava.com
      0870 063 0707