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John Hickling - More than Just First Place - ionSearch 2012
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John Hickling - More than Just First Place - ionSearch 2012

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  • 1. ionSearch 2012John HicklingBlueclaw
  • 2. More than just first place Making your search listings more appealing to click
  • 3. Reviews, Reviews, Reviews• Offsite reviews o Get star ratings on your listings o Monitor reviews and report the inappropriate/malicious o Reviewing you as a Retailer• Onsite reviews o Send follow up emails o Encourage social sharing of reviews o Reviewing the product• Incentivise customers to leave reviews
  • 4. ReviewsResult:
  • 5. Product Videos• Video recording now accessible to all• What to cover o Product Demonstration o Product Review o Unboxing o Instructional Videos• Show your passion
  • 6. Video Sitemap• XML Document submitted via Webmaster Tools <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:video="http://www.google.com/schemas/sitemap-video/1.1"> <url> <loc>http://www.myonlineshop.com/my-super-awesome-product.html</loc> <video:video> <video:thumbnail_loc>http://www.myonlineshop.com/media/videos/super-awesome-product.jpg</video:thumbnail_loc> <video:title>The Super Awesome Product 2012</video:title> <video:description>We demonstrate the new super awesome product and how it betters last years super awesome product </video:description> <video:player_loc allow_embed="no"> http://www.myonlineshop.com/videoplayer.swf?video=superawesomeproduct</video:player_loc> <video:duration>120</video:duration> <video:uploader info="http://www.myonlineshop.com/users/johnboy">John Hickling</video:uploader> </video:video> </url> </urlset>
  • 7. Video SitemapResult:
  • 8. Video SitemapBonus points - link the uploader field to Google plus
  • 9. HTML Schema• Pass structured data to the search engines regarding your product catalogue.• Product data o Name, Desription o Price / Offers o Manufacturer / Model o Review Summary• Search Results / Categories o Number of Results o Breadcumbs
  • 10. HTML SchemaResult:
  • 11. More About HTML Schema... Jono Alderson 11:45 - 12:05 Main Auditorium
  • 12. Google Shopping / Froogle / Merchant Centre / Google Content / Base• Can drive up to 15% of sales• Ensure prices and shipping costs are accurate and up to date!• Add tracking to URLs• The more data you provide the better o Especially EAN / UPC / MPN
  • 13. Google Shopping / Froogle / Merchant Centre / Google Content / BaseResult: