Expert Panel Session - SEO for Ecommerce - ionSearch 2012

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  • 1. ionSearch 2012 -Expert Panel SuiteSEO For EcommerceJonathan Alderson – SEO & Data Insight Manager, Twentysix -ModeratorJohn Hickling – Head of Ecommerce, BlueclawDaniel Bianchini – Senior SEO Consultant, SEOptimiseStu Owens – Head of SEO, Bloom Agency
  • 2. ionSearch 2012Stu OwensBloom Agency
  • 3. 18th April 20125 Killer SEO Tactics for Ecommerce iOnSearch
  • 4. Stu Owens Head of Search, Bloom – 7 years in SEO & Digital – Client side and agency side – Ecommerce background – International SEO @samuistu sowens@bloomagency.co.ukEcommerce SEO
  • 5. 1. Page & Keyphrase Targeting2. Filling in the gaps3. Error Management4. Use your Data5. Connect with your Audience5 Killer SEO Tactics for Ecommerce
  • 6. What are your verticals worth? Category Sub-category Product High traffic, low High traffic, medium Low traffic, high conversion conversion conversion1: Page & Keyphrase Targeting
  • 7. Allow your products to be found, not searched for. ✔ ✗ Images from Distilled1: Page & Keyphrase Targeting
  • 8. Brand – ‘Fufff’ Home Page Head – ‘widgets’ Category 1 Category 2 Sub- Sub Sub Sub Mid – ‘kitchen widgets’ Category 1.0 Category 1.1 Category 2.0 Category 2.1 Product Product Product Product Long Tail – ‘Sony LP67THX Widget’’1: Page & Keyphrase Targeting
  • 9. 1. Identify what you have (brand, non-brand)2. Know what needs to be done3. Make it happen2: Filling in the Gaps
  • 10. 3: Manage Page Attrition• Look for Errors: – Screaming Frog SEO Spider – GWT – Xenu• 404s, 302, 301s• Error fixing is essential for site & link stability3: Error Management
  • 11. Out of Stock? Out of Luck! Oh dear indeed!• Products gather links naturally.• Don’t lose out on links!• 301 up to the category level – capture the link value• Alternatively, 302 if temporary.3. Error Management
  • 12. Your customer data can tell you more than just sales!4: Use Your Data
  • 13. • Data infographic! – Linkbait campaign – News / media links galore!4: Use Your Data
  • 14. • Find the conversation – and engage! – Finding influential people (twazzup, twitter) – Appeal to their vanity – create dialogue – Blogger badges – with links FTW!5: Connect with your Audience
  • 15. 18th April 20125 Killer SEO Tactics for Ecommerce iOnSearch
  • 16. ionSearch 2012John HicklingBlueclaw
  • 17. More than just first place Making your search listings more appealing to click
  • 18. 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
  • 19. ReviewsResult:
  • 20. 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
  • 21. 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>
  • 22. Video SitemapResult:
  • 23. Video SitemapBonus points - link the uploader field to Google plus
  • 24. 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
  • 25. HTML SchemaResult:
  • 26. More About HTML Schema... Jono Alderson 11:45 - 12:05 Main Auditorium
  • 27. 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
  • 28. Google Shopping / Froogle / Merchant Centre / Google Content / BaseResult: