SEO For E Commerce - Internet World 2010


Published on

The SEO for ecommerce presentation given by Paul Spreadbury at Internet World.

Published in: Technology
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • This seminar assumes you have some SEO knowledgeIf you have any questions please contact see my after the presentation or on Stand – E2100In the seminar is some great tips for those of you that are thinking about having an ecommerce site, and thoseOf you who already have one
  • Users prefer small businesses as they have a more personal touchEliminates costs as customer taken straight to the product (staff, lighting, etc, overheads)
  • Is the support reliable?Do you have access to edit content, meta, HTML etc? Can you get to the root of the server?Can you get access to the hosting account, do you have control over the server?Does the system create duplication issues due to the way it has been builtDedicated servers are better as you have more control over the technologyCan you change the information layout (i.e. URL, etc)Some systems are inherently more SEO friendly than others
  • Planning is the key to a successful website.The main things to think about are keyword research, your competition and the structure of your siteIs it ecommerce platform SEO friendly to begin with?
  • You should know your products, you need to discover what people are searching for onlineThink about keywords for the whole store not just the top levels of the siteKeyword research should be completed on categories and sub categories
  • These are some of the great tools to useSome are free some are not
  • Be realistic you know which keywords aren’t achievable, you should know your businessThe keyword difficulty tool from SEOMOZ is a great marker for how difficult it is to achieve.Use tools to discover more longtail keywords for each category
  • Home page rankinggenerally means the site is nicheInner pages mean it is a service they offer on the siteUse yahoo site explorer to check internal and external links to the pageDoes the content optimised i.e keyword density OK, keyword in a header tag
  • Are they pushing this page, is there lots of content on the siteHow old is the site, Google trusts older websites.How many external links does the page haveIs the content on the site optimisedAre they writing blogs to improve internal linking
  • Site taxonomy is information layoutReview your keyword list and traffic to decide on landing pages for the siteFor example the following pages would be made for a television site as there are lots of searchesToo often SEO pages are bolted onto the siteThey should form part of the site plan from the beginning
  • Site selling televisionsTelevisions are just listed by brands, losing out on all other searches such as size, type and combinations of themThis site will lose out on traffic for all other searches
  • Now you have your keywords and landing pagesMap keywords to pages in ExcelThink about relevancy and always include the main keyword firstThis will also provide you with the title, description and keywords for each page (meta data)As well as the content to add to the page
  • More links a page has the more strengthNon important pages should be consolidated, i.e. Privacy policy, about us, etcThis can be achieved by adding the links to a company information pagePeople used to use the nofollow attribute to sculpt Page Rank, this no longer worksTo combat this use clever site design to pass strength to the right places
  • Many ecommerce sites are flooded with links, due to heavy internal linkingSports Direct used to link to all categories and sub categories on the main site template, this lead to the template flooding with linksThis can be fixed by dynamic navigationGood example above from Sports DirectTry to ensure the template has less than 150 internal links as a rule
  • Some sub categories have more search volume than othersThese pages should have more internal linksThe buckets indicate how this can be visualised
  • The find it quick section on www.ideasbynet.comDeep links top searched sub categoriesPasses PageRank to these important pagesUses researched keywords for linksHas been built for SEO Purposes
  • Duplicate content due to filters and paginated resultsSome websites can have lots of combinationsi.e colour, size, price etc.Can create hundreds of pages of duplicate contentThis clogs up Google’s index of the site, and Google can get confused as to what was the original page
  • Fix duplicate content by flattening the product URLsOnly 1 link for users to link toRedirecting duplicate pages moves any link juice to the main product pageThe URL is more relevant for someone searching for a productNoindex follow ensures no duplicate content but the product links are all indexed.If you block paginated results and filters in robots.txt you need a view all pageThis ensures that the products can still be indexed and that they are all not blankThe view all page cannot contain duplicate content
  • Rewriting the product descriptions could take foreverIt Is very boringInternal reviews can be falseExternal review systems are more trustedJust Search partner with Feefo, they email your customers and add reviews to the siteThese reviews are real and are known to increase conversions by 30%Also improves Google product search as there is more information on each product page
  • add reviews to their product pagesThe above example shows a review for a game called Call of Duty
  • The history from the blog is passed to the new product pageGives the product page a boost in the search results
  • Helps diagnose SEO issues on different levels of your siteYou know where more SEO content is required. Easy to see issues in GWT,Fix Category Levels FirstDepending on the size of the site you may want to break this down moreReview Regularly.
  • The example here shows a search for a film called shutter island on site search enabled you can now track this data
  • Create landing pages for high searched termsAct early to beat competitors here on both PPC and SEO
  • Important to review your links Saves time building links you don’t needSave money!
  • Export data into a CSVCount column required to calculate total number of links for each qualityPivot the data
  • This shows that URL 1 has a much wider portfolio of linksLook for data trends between you and your competitors
  • This method can be used for various types of metrics, you could checkMoz Rank, Moz Trust, Domain Authority, Page AuthorityLinkscape from SEOMOZ can supply this information, you have to be a member of SEOMOZ to view the dataYou should now have a good idea as to what type of links you need
  • Contact webmasters of other relevant sites, offer something in returnUse mini sites such as blogger, wordpress to link back to main site, make sure content is uniquePush new products on Facebook and Twitter and Google merchantUse contacts such as business partners, suppliers, clients etc for links
  • Planning and research is the key to success, ecommerce SEO is a huge subject, this is just a taster as to what to doLooking at your information layout is also important, your competitors can show you how to do thisThey are doing well so why not copy?! Profiling links stops wasting time and money on unnecessary link building
  • SEO For E Commerce - Internet World 2010

    1. 1. SEO For Ecommerce Sites<br />By Paul Spreadbury<br />SEO Manager <br />Just Search Ltd<br />
    2. 2. About Me<br />Who am I ? - Paul Spreadbury<br />Position – SEO Manager<br />Company – Just Search Ltd<br />Expertise<br /><ul><li>Search Engine Optimisation
    3. 3. Pay Per Click
    4. 4. Ecommerce SEO
    5. 5. Website Architecture , link building</li></ul>Experience<br /><ul><li> Main SEO Consultant for
    6. 6. Main SEO Consultant for Ultralase
    7. 7. Manage all On Page SEO work for JS UK and France</li></ul><br />
    8. 8. Learning Objectives<br />Learning Objectives<br /><ul><li> Why have an ecommerce website
    9. 9. Keyword Research for ecommerce sites
    10. 10. Analysing competitors
    11. 11. Site Taxonomy
    12. 12. Internal link structure
    13. 13. Common SEO ecommerce issues
    14. 14. Further Ecommerce SEO Advice
    15. 15. Link Building for ecommerce websites</li></ul><br />
    16. 16. Why Have an Ecommerce Site? <br />Almost instant changes to<br /><ul><li>Structure and Pricing
    17. 17. Marketing including promotions
    18. 18. Ability to sell your products online
    19. 19. Level playing ground.
    20. 20. Open 24hrs a day 7 days a week
    21. 21. Eliminate costs , Secure online payments</li></ul>UK Online ecommerce spending statistics<br /><ul><li> UK Spend Aug 2008 - £3.8 billion
    22. 22. UK spend 2008 - £43.8 billion</li></ul>**Figures from IMRG**<br /><br />
    23. 23. Problems?<br />Too much choice.....<br /><ul><li> Which Platform should I use?</li></ul>Each system has adv/disadvantages :<br /><ul><li> Support
    24. 24. Access
    25. 25. Duplication
    26. 26. Search Engine Friendly URLs
    27. 27. Hosting
    28. 28. Taxonomy </li></ul><br />
    29. 29. Planning<br />Plan the following<br />Keyword Research<br />Review Competition<br />Site Structure<br /><ul><li> Fundamental part of SEO
    30. 30. Building Blocks of SEO
    31. 31. Helps provides rankings
    32. 32. Look for larger sites
    33. 33. What are they doing
    34. 34. It works for them
    35. 35. Taxonomy of site
    36. 36. Find long tail pages
    37. 37. Internal linking</li></ul><br />
    38. 38. Keyword Research<br />
    39. 39. Keyword Research<br />Most fundamental part of any SEO campaign<br />Start with<br /><ul><li> Brainstorming - Discover top 10-20 terms
    40. 40. Think – Customers think differently to you
    41. 41. Survey your customers
    42. 42. Ecommerce sites have hundreds of keywords
    43. 43. Use tools
    44. 44. Take your time and research keywords</li></ul><br />
    45. 45. Keyword Research Tools<br />Great keyword tools available<br /><ul><li> Google Adwords Keyword Tool (</li></ul> - Related terms, search volume<br /> - Shows competition, free<br /><ul><li>Wordtracker(</li></ul> - Paid tool, great for long tail keywords<br /> - Great for ecommerce websites<br /><ul><li> Keyword Discovery Tool (</li></ul> - Paid tool, lots of data (36 billions searches +)<br /> - Looks at spelling mistakes, provides seasonal trends<br /><br />
    46. 46. Create Keyword List<br />Export the data to Excel. You will have 3 types of keywords:<br /><ul><li> Competitive keywords
    47. 47. Niche Keywords
    48. 48. High Traffic less competitive keywords (important)</li></ul>Filter keywords by:<br /><ul><li> Create separate keyword lists for different categories
    49. 49. Remove really low search volume terms
    50. 50. Be realistic
    51. 51. Duplicates
    52. 52. Use SEOMOZ Keyword difficulty tool
    53. 53. Manually remove irrelevant terms</li></ul><br /><br />
    54. 54. Competitor Analysis<br />
    55. 55. Review Competitors<br />You should now have a list of keywords<br /><ul><li> Time to review your competitition
    56. 56. Pick a selection of important keywords
    57. 57. High traffic, low competition</li></ul>Search term in Google<br /><ul><li> Home Page or inner page ranking?
    58. 58. Review site architecture
    59. 59. How many internal links does that page have
    60. 60. How many external links does the page have
    61. 61. Is the content optimised?</li></ul><br />
    62. 62. What to Look For<br /><ul><li> Age of the domain
    63. 63. Architecture of the site
    64. 64. Content on the landing page
    65. 65. Overall content on the site
    66. 66. Internal/external Links (Yahoo Site Explorer)
    67. 67. Document Structure (H1, H2 etc)
    68. 68. Taxonomy
    69. 69. Discover Niche areas</li></ul> - High traffic - Low competition<br /> - Poor optimisation<br /><br />
    70. 70. Site Taxonomy<br />
    71. 71. Decide on Site Taxonomy<br />Review Site taxonomy<br /><ul><li>Review Traffic data
    72. 72. Plan site structure around search terms
    73. 73. Optimised pages don’t have to be bolted on
    74. 74. Now map your keywords to pages</li></ul><br />
    75. 75. Poor Site Taxonomy<br /><br />
    76. 76. Map Keywords to Pages<br />Match keywords to pages in Excel<br /><ul><li> Review existing traffic data</li></ul>Rules of thumb are:<br /><ul><li> 5 terms on home page
    77. 77. 2-3 terms on category pages
    78. 78. 1 term on the product page(s)
    79. 79. Think about taxonomy
    80. 80. Think about relevancy
    81. 81. Main keyword first</li></ul>Keyword map example<br /><br />
    82. 82. Internal Link Structure<br />
    83. 83. Plan Your Internal Link Structure<br />More internal links = more strength<br />WEB PAGE<br />(PR 1)<br />PR 0.2<br />PR 0.2<br />PR 0.2<br />PR 0.2<br />PR 0.2<br /><ul><li> PR1 from 5 PR0.2 links
    84. 84. Important pages linked in template
    85. 85. More links to important sub categories
    86. 86. Clever site designpasses strength right places </li></ul><br />
    87. 87. Implement Dynamic category linking<br />Stops page flooding with links<br />Example:<br /><ul><li> Main template contains links to top level categories
    88. 88. i.e. premier league teams
    89. 89. Click on premier league teams
    90. 90. Opens up secondary navigation
    91. 91. Shows other league teams
    92. 92. Stops the template being flooded with links
    93. 93. Useable for customers and search engines
    94. 94. <150 internal links</li></ul><br />
    95. 95. Sub Categories with High Traffic<br /><ul><li> Add more Internal links to the page
    96. 96. Link within main site template
    97. 97. Use main anchor text
    98. 98. Push more popular categories
    99. 99. More PR passed to the page</li></ul><br />
    100. 100. Example of Strong Internal Linking<br />Find it quick section on<br /><ul><li> Useful for customers and search engines
    101. 101. Only keyword links
    102. 102. High search volume keywords
    103. 103. Provides each important page with more internal links</li></ul><br />
    104. 104. Common Ecommerce SEO Issues<br />
    105. 105. Duplication Due to site structure<br />Common Problems with ecommerce sites<br /><ul><li> Each Product can appears in different categories</li></ul> - TV can appear by size, type, brand in the sale etc<br /><ul><li> Filtered results</li></ul> - Filter by size, colour, style etc.<br /><ul><li> Paginated results</li></ul> - Paginated results over more than 1 page<br /><br />
    106. 106. Resolving Duplication Issues<br /><ul><li>Duplicate products</li></ul> - Flatten product URL<br /> -<br /> - Only 1 URL to link to<br /> - More relevant<br /> - Redirect duplicate pages to main page<br /><ul><li>Pagination and filter issues</li></ul> - Noindex, follow these pages<br /> - Block pages in robots.txt (add a view all page)<br />Code Examples<br />Noindex tag<br /><meta name=“robots” content=“noindex, follow”><br />Robots.txt<br />Disallow: /?page=*Disallow:/?colour=*<br /><br />
    107. 107. Duplicate Product Descriptions<br />Some products are very similar<br />How to Fix<br /><ul><li> Rewrite all the product descriptions
    108. 108. Implement a review system</li></ul> - Internal<br /> - External -<br /> (Improves conversion by 30%)<br /> - Needs a large site<br /> - Need to reply to negative feedback<br /> - They email your customers<br /><br /><br />
    109. 109. Example from<br /><br />
    110. 110. Further Ecommerce SEO Advice<br />
    111. 111. Pushing New Products<br />To push new products<br /><ul><li>Create a blog about the new product
    112. 112. Write some unique content
    113. 113. Your blog post gets the credit
    114. 114. Wait for product to be released
    115. 115. Redirect blog to product page
    116. 116. Product page gets a boost in the SERPs</li></ul>Blog page<br />301 redirect<br />Product Page<br />Blog page<br /><br />
    117. 117. Using Multiple Sitemaps<br />Indexing Issues, Use multiple sitemaps<br /><ul><li> Look at number of pages indexed by type
    118. 118. By Level of the site
    119. 119. Helps diagnose issues</li></ul><br />
    120. 120. Using Site Search<br />Discover your Internal search data<br /><ul><li> Great for ecommerce websites
    121. 121. Need lots of traffic for actionable data</li></ul>To enable site search simply do the following:<br /><ul><li> Login to Analytics
    122. 122. Edit profile
    123. 123. Select do track site search
    124. 124. Enter query parameter
    125. 125. On it is ‘searchstring’</li></ul><br /><br />
    126. 126. Using Site Search<br />Site search enabled in Google Analytics<br />Review data and act on this<br /><ul><li> Change landing pages
    127. 127. Bid on the niche keywords in PPC
    128. 128. Add top searched products to main navigation
    129. 129. Change content on the home page
    130. 130. Look for searches that return 0 results
    131. 131. Update product catalogue</li></ul>Act early to beat your competitors<br /><br />
    132. 132. Link Building ForEcommerce Websites<br />
    133. 133. Reviewing your link portfolio<br />What types of links to build<br /><ul><li> High PR? more authoritive? trusted links?</li></ul>Use Tools to analyse competitors link portfolio<br /><ul><li> Discover data trends
    134. 134. Act on this invaluable data</li></ul>Search term ‘32 inch LCD TV’<br /><ul><li>
    135. 135. </li></ul><br />
    136. 136. Link Profiling<br />Go to enter URLs export data to Excel<br />Add a count column to the end of each row<br />Create a pivot table from this data, pivot by:<br /><ul><li> Page Authority
    137. 137. Count</li></ul><br />
    138. 138. Reviewing your link portfolio<br />Credit to Patrick Altoft from Branded 3<br /><br />
    139. 139. Reviewing your link portfolio<br />SIMPLES<br />Other Metrics to review include:<br /><ul><li> Domain Authority
    140. 140. MOZ Rank – Domain and Page
    141. 141. Yahoo Links
    142. 142. Moz Trust - Domain and Page
    143. 143. Majestic SEO links
    144. 144. Number of root domains
    145. 145. Internal/External Linking pages</li></ul>Discover where your page is lacking strength<br /><br /><br />
    146. 146. Ecommerce Link Building Tips<br />Now know what types of links to build<br /><ul><li> Top heavy with external links
    147. 147. Target links to inner pages, traffic orderBuild from the following links
    148. 148. Press releases
    149. 149. Review Products
    150. 150. Use mini sites
    151. 151. Forums – post about your new products
    152. 152. Social Media, Videos
    153. 153. Contacts </li></ul><br />
    154. 154. Conclusion<br />Planning<br /><ul><li>Carefully plan keyword research
    155. 155. Review your competitors
    156. 156. Plan site taxonomy
    157. 157. Keyword map inner pages</li></ul>Technical<br /><ul><li> Plan your internal linking
    158. 158. Add a review system
    159. 159. Create flat product structure
    160. 160. Solve filter and pagination issues</li></ul>Link Building<br /><ul><li>Profile links against competitors</li></ul> - Build right type of links<br /> - Build appropriate amount of links<br /><ul><li> Link build to inner pages</li></ul>**Only a taster of what is required**<br /><br />
    161. 161. Question / Debate<br />Stand – E2100<br /><br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.