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E-Commerce SEO - Avoiding Pitfalls
 

E-Commerce SEO - Avoiding Pitfalls

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My presentation from SMX Sydney on avoiding common pitfalls in E-Commerce SEO

My presentation from SMX Sydney on avoiding common pitfalls in E-Commerce SEO

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    E-Commerce SEO - Avoiding Pitfalls E-Commerce SEO - Avoiding Pitfalls Presentation Transcript

    • ECOMMERCE SEOAVOIDING COMMON PITFALLS Jon Quinton, Senior SEO Consultant, SEOgadget
    • WHY TALK ABOUT ECOMMERCE SEO?
    • @jonquinton1SIMPLE: LOSING OUT TO COMPETITORS
    • QUESTION: HOW CAN YOU AVOID MISTAKES THAT EVERYONE ELSE MAKES?
    • GHOSTS OF LINK BUILDING PAST
    • @jonquinton1YEARS OF THIS: Time spent clearing up junk is time not being spent acquiring new links
    • @jonquinton1AND THIS: If your link profile is full of links like these, you need to learn how to analyse your profile
    • @jonquinton1 Identify who is linking to you,then make a judgement call on which links should stay
    • @jonquinton1ANCHOR TEXT DISTRIBUTION Evaluate proportion of commercial anchors vs. brand and noise
    • @jonquinton1SEARCHING FOR OTHER RED FLAGS: suspicious links can be incredibly easy to spot.
    • WEENING OFF THE ‘GOOGLE CRACK’* *THANKS TO @BADAMS
    • @jonquinton1Having a strong brand withdiverse traffic sources willnegate the risk of ranking fluctuation
    • @jonquinton1 Non-Brand News Brand Landing Pages Conferences Organic Search Shopping Meetups Events PPCInterviews Press Traffic Email Targeted Campaigns PR Stunts Print Social Deals and Offers Advertising Editorial Competitions Ego Bait
    • @jonquinton1
    • Want to know what content might work well on social? http://birdsongdtt.com/birdsong
    • @jonquinton1NOTE: Influential fashion blogger
    • IGNORE CUSTOMERS AT YOUR PERIL…
    • @jonquinton1Marketing a crap product and service gets you nowhere
    • @jonquinton1The smart money is in building a ‘tribe’ that will promote your products for you
    • NOT MAKING USE OF DATA
    • @jonquinton1USE INTERNAL SEARCH WISELY Internal search = insight gold
    • @jonquinton1 CUSTOM VARIABLES – STOCK INFO Dynamically add:_gaq.push([_trackEvent,Out of stock items,Samsung Series 7 Chronos 15.6 Touchscreen Laptop Silver,1099,true]);"
    • @jonquinton1TRACKING HIGH CONVERTING PRODUCTS
    • PAGE VALUE VS. TRAFFIC AND SEARCH VOLUMECategory Main Term Search Volume Rank Page Value/gibson-guitars/ gibson guitars 22200 11 $1.60/strings/ guitar strings 18100 8 $4.95/fender-guitars/ fender guitars 14800 18 $2.10/acoustic-guitars/ acoustic guitars 4400 12 $0.50/electric-guitars/ electric guitars 3600 13 $1.50/guitar-amps/ guitar amps 2900 17 $0.70/bass-guitars/ bass guitars 2900 18 $1.25/sheet-music/ guitar sheet music 2900 3 $3.80/accessories/ guitar accessories 2400 11 $2.10/guitar-cases/ guitar cases 1900 6 $1.90/effects/ guitar effects pedals 1000 10 $1.90/bass-amps/ bass amps 1000 12 $0.10/marshall-amps/ marshall amplifiers 880 10 $0.11/fender-amps/ fender amplifiers 480 9 $0.15/acoustic-bass-guitars/ acoustic bass guitars 170 21 $0.00/practice-amps/ practice amps 58 13 $0.00/starter-kits/ guitar starter kits 22 7 $2.50 Using revenue metrics makes ‘SEO’ data instantly more powerful
    • LETTING OPPORTUNITIES PASS YOU BY
    • @jonquinton145004000350030002500200015001000500 0
    • Match keyword data with crawl data to find keywords not yet=COUNTIF(Sheet4!$A$1:$A$2,"*"&B3&"*") being targeted
    • @jonquinton1HOW DO PEOPLE SEARCH FOR YOUR PRODUCTS? Understand if people search by brand, product, category or other
    • @jonquinton1 If demand exists, don’t wastethe potential on filters – create sub categories
    • @jonquinton1UNDERSTAND YOUR SEASONALITY Demand for motorcycle helmets spikes in the spring – optimise in the autumn
    • LOSING OUT TO TECHNICAL NIGHTMARES
    • @jonquinton1ARE YOU MAKING LIFE HARD FOR GOOGLEBOT? Quick check – how does the size of your site check out with the number of discovered URLs?
    • @jonquinton1UNDERSTAND HOW CRAWL BUDGET IS BEING SPENT Parameter URLS vs. Clean URLs Total Crawl Budget Wastage: 39% 43% 57% 61% Use log-file data to identify where you might be losing valuable crawl budget
    • @jonquinton1POOR HANDLING OF PAGINATION Implement rel=“next” and rel=“prev”
    • CONTENT = YOUR CHARACTER
    • @jonquinton1If your content is good enough, showit off. If not, rewrite it and then show it off
    • @jonquinton1WEAK PRODUCT DESCRIPTIONS: Question: does this give me enough information to make an informed decision?
    • Product descriptions provided via afeed equates to inviting a panda round for dinner
    • @jonquinton1If you want to know what good looks like, take a look at wish.co.uk
    • WEAPONS TOOLS OF CHOICE
    • @jonquinton1• http://birdsongdtt.com/• http://www.opensiteexplorer.org/• http://majesticseo.com/• http://www.screamingfrog.co.uk/seo- spider/
    • THANK YOU Jon Quinton, SEOgadget @jonquinton1Blog: seogadget.co.ukEmail: jon@seogadget.co.uk