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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                  n...
@jonquinton1AND THIS:    If your link profile is full of links      like these, you need to learn       how to analyse you...
@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. bran...
@jonquinton1SEARCHING FOR OTHER RED FLAGS:                   suspicious links can be                  incredibly easy to s...
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                                      ...
@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.pus...
@jonquinton1TRACKING HIGH CONVERTING PRODUCTS
PAGE VALUE VS. TRAFFIC AND SEARCH VOLUMECategory                  Main Term               Search Volume                   ...
LETTING OPPORTUNITIES PASS YOU BY
@jonquinton145004000350030002500200015001000500  0
Match keyword data with crawl                                         data to find keywords not yet=COUNTIF(Sheet4!$A$1:$A...
@jonquinton1HOW DO PEOPLE SEARCH FOR YOUR PRODUCTS?              Understand if people search by               brand, produ...
@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          ...
LOSING OUT TO TECHNICAL NIGHTMARES
@jonquinton1ARE YOU MAKING LIFE HARD FOR GOOGLEBOT?                           Quick check – how does the size             ...
@jonquinton1UNDERSTAND HOW CRAWL BUDGET IS BEING SPENT Parameter URLS vs. Clean URLs             Total Crawl Budget Wastag...
@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              ...
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.screa...
THANK YOU                             Jon Quinton, SEOgadget                                 @jonquinton1Blog: seogadget.c...
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E-Commerce SEO - Avoiding Pitfalls

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

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Transcript of "E-Commerce SEO - Avoiding Pitfalls"

  1. 1. ECOMMERCE SEOAVOIDING COMMON PITFALLS Jon Quinton, Senior SEO Consultant, SEOgadget
  2. 2. WHY TALK ABOUT ECOMMERCE SEO?
  3. 3. @jonquinton1SIMPLE: LOSING OUT TO COMPETITORS
  4. 4. QUESTION: HOW CAN YOU AVOID MISTAKES THAT EVERYONE ELSE MAKES?
  5. 5. GHOSTS OF LINK BUILDING PAST
  6. 6. @jonquinton1YEARS OF THIS: Time spent clearing up junk is time not being spent acquiring new links
  7. 7. @jonquinton1AND THIS: If your link profile is full of links like these, you need to learn how to analyse your profile
  8. 8. @jonquinton1 Identify who is linking to you,then make a judgement call on which links should stay
  9. 9. @jonquinton1ANCHOR TEXT DISTRIBUTION Evaluate proportion of commercial anchors vs. brand and noise
  10. 10. @jonquinton1SEARCHING FOR OTHER RED FLAGS: suspicious links can be incredibly easy to spot.
  11. 11. WEENING OFF THE ‘GOOGLE CRACK’* *THANKS TO @BADAMS
  12. 12. @jonquinton1Having a strong brand withdiverse traffic sources willnegate the risk of ranking fluctuation
  13. 13. @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
  14. 14. @jonquinton1
  15. 15. Want to know what content might work well on social? http://birdsongdtt.com/birdsong
  16. 16. @jonquinton1NOTE: Influential fashion blogger
  17. 17. IGNORE CUSTOMERS AT YOUR PERIL…
  18. 18. @jonquinton1Marketing a crap product and service gets you nowhere
  19. 19. @jonquinton1The smart money is in building a ‘tribe’ that will promote your products for you
  20. 20. NOT MAKING USE OF DATA
  21. 21. @jonquinton1USE INTERNAL SEARCH WISELY Internal search = insight gold
  22. 22. @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]);"
  23. 23. @jonquinton1TRACKING HIGH CONVERTING PRODUCTS
  24. 24. 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 $2.50 Using revenue metrics makes ‘SEO’ data instantly more powerful
  25. 25. LETTING OPPORTUNITIES PASS YOU BY
  26. 26. @jonquinton145004000350030002500200015001000500 0
  27. 27. Match keyword data with crawl data to find keywords not yet=COUNTIF(Sheet4!$A$1:$A$2,"*"&B3&"*") being targeted
  28. 28. @jonquinton1HOW DO PEOPLE SEARCH FOR YOUR PRODUCTS? Understand if people search by brand, product, category or other
  29. 29. @jonquinton1 If demand exists, don’t wastethe potential on filters – create sub categories
  30. 30. @jonquinton1UNDERSTAND YOUR SEASONALITY Demand for motorcycle helmets spikes in the spring – optimise in the autumn
  31. 31. LOSING OUT TO TECHNICAL NIGHTMARES
  32. 32. @jonquinton1ARE YOU MAKING LIFE HARD FOR GOOGLEBOT? Quick check – how does the size of your site check out with the number of discovered URLs?
  33. 33. @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
  34. 34. @jonquinton1POOR HANDLING OF PAGINATION Implement rel=“next” and rel=“prev”
  35. 35. CONTENT = YOUR CHARACTER
  36. 36. @jonquinton1If your content is good enough, showit off. If not, rewrite it and then show it off
  37. 37. @jonquinton1WEAK PRODUCT DESCRIPTIONS: Question: does this give me enough information to make an informed decision?
  38. 38. Product descriptions provided via afeed equates to inviting a panda round for dinner
  39. 39. @jonquinton1If you want to know what good looks like, take a look at wish.co.uk
  40. 40. WEAPONS TOOLS OF CHOICE
  41. 41. @jonquinton1• http://birdsongdtt.com/• http://www.opensiteexplorer.org/• http://majesticseo.com/• http://www.screamingfrog.co.uk/seo- spider/
  42. 42. THANK YOU Jon Quinton, SEOgadget @jonquinton1Blog: seogadget.co.ukEmail: jon@seogadget.co.uk
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