Search Engine Optimisation for e-commerce websites

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    Search Engine Optimisation for e-commerce websites - Presentation Transcript

    1. Pindar Screen Pages Catalogue Club May 2007
    2. Introduction
      • We provide fully managed e-commerce and online retail services
        • Website design & build
        • Managed e-commerce hosting
        • Online advertising & marketing
        • Full agency service
      • 75+ clients selling over £75m per annum
      • Part of Pindar Graphics
    3. Credentials
      • 100 shopping websites since 2000
      • 35 professional staff (Surrey & Bangalore)
      • 70 active clients
      • First class operations: 99.99% available
      • One website updated every hour
      • Approach £100m sales per annum
      • Part of the Pindar Group
        • Founded 1836
        • FY 2006: £110m sales, £5m profit
        • 2,000 employees
        • Offices globally
    4. Clients
    5. Where do site visitors come from?
      • Catalogues/brochures (very high % for mail order)
      • Paid advertising
        • Advertising (Adwords, Espotting, Overture)
        • Affiliates (Trade Doubler, UK Affiliates)
      • Free
        • They type in your URL
        • Coming top in search engines
    6. role of search engines
      • 80% of traffic determined by search
      • 60% would use search to research a purchase
      • 67% would choose a natural search result
      • Examples (each month in the UK):
        • 500,000 search for “shopping”
        • 100,000 for “clothes”, “shirts” & “shoes”
        • 1,000,000 for “mobile phone”
        • 250,000 for “furniture”
        • 25,000 for “bed linen”
    7. Where people click
    8. Why it matters financially Paid for search results at a cost of £0.62p per click for this keyword. Rough click-through rate of 5-10% Analysis suggests roughly 30% of searchers will click a top three result, another 20% on the rest of page one (top ten). Shopper enters search. About 10,000 people looked for “ski jackets” in Dec 2004 Natural/organic search results: over 79,000 pages in the UK
    9. why it matters financially Assumes a top three search result and a purchase price of £449. £80,820 £6,735 15 5% 300 30% 1,000 Sony RDR-GX7 £161,640 £13,470 30 1% 3,000 30% 10,000 Sony DVD player £242,460 £20,205 45 0.05% 90,000 30% 300,000 DVD player Value p.a. Value p.m. Orders Conv. ratio Visitors Click thrus Number of searches Search term
    10. What’s the goal?
      • All products and categories appear in Google & other major search engines: completely & elegantly
      • Sites perform well for “generic” searches
    11. Searching for specific brands
    12. does brand count on the internet? You bet! 3,385 Habitat 3,412 BHS 7,929 Top Shop 11,381 WH Smith 15,866 Boots 16,313 Asda 17,901 John Lewis 18,002 B&Q 18,751 Marks & Spencer 19,139 Debenhams 20,650 Woolworths 23,585 Next 23,798 Dixons 36,063 Comet 38,774 Tesco 39,571 Currys 96,890 Argos No. searches/day Brand name
    13. Searching for product categories
    14. Searching for specific products
    15. How do you come top of Google?
      • Indexability
      • Relevance
      • Link popularity
    16. Indexability
      • The site must be navigated by robots and spiders
      • Its content must be readable
      • Robots don’t like frames
      • Robots don’t like Flash
      • Robots can’t read into product catalogues
    17. Indexability http://www.habitat.net 92 pages in Google http://www.riverisland.com 2 pages in Google http://www.healthydirect.co.uk 1,610 pages in Google
    18. River Island
    19. What robots read and index page titles URLs links image names body copy
    20. what robots read and index description meta tag
    21. Relevance
      • The content of your site must be “relevant”
      • It must reflect the keywords
      • Keywords are the words or phrases that web users use to search for information on the web
      • Where and how you place and present these keywords in your site is vital
    22. choosing keywords
      • Keywords reflect:
        • Your core business/product/service offering
        • Your unique sales/value proposition
        • What your customers are looking for on the Internet
      • Other influencing factors
        • Popularity
        • Saturation
        • Relevance
        • Priorities (& quantity)
    23. where to put keywords
      • Page title (the single most important place)
      • Description meta tag (appears in listings)
      • Body headers (H1) and copy
      • Image/file names
      • Image alt tags
      • URLs
      • Offsite descriptions (directories etc)
      • Keywords meta tag (not)
    24. What matters
      • Meta tags
        • Description (pay attention to size)
        • Page title (pay attention to size)
      • Category page (make it relevant)
      • Product page (make it relevant)
      • Offsite relevance (directories, links)
    25. research and plan your keywords Home: Chatham Marine: casual, marine clothing & shoes for men & women Category: Women's Clothing: casual, marine clothing & shoes Sub-category: Linen Wear: casual, marine clothing & shoes Product: Biarritz Shorts: casual, marine clothing & shoes
    26. Gardening books at Tesco
      • <Tesco.com – Product Category for Gardening>
    27. Gardening books at Tesco <Tesco.com – Books - Gardening> <Tesco Home Shopping – Gardening books> <Gardening books: buy books online at Tesco> How about?
    28. And how are we doing?
    29. Popularity
      • Determined primarily by number of inbound & relevant links
      • Influenced by frequency and recency of updates
      • Visible in Google’s Page Rank
    30. how do I increase popularity?
      • Get lots of people to link to your site (with the right keywords)
      • Common approaches:
        • Get in the important directories
        • Self-managed affiliate programmes
        • Develop valuable content
        • Research, surveys and quizzes
        • Weblogs (“blogs”)
        • Social bookmarks (del.icio.us)
    31. the two most important links
    32. Weblog
      • Important vehicle for online community development & “social” networking
      • Easy-to-use vehicle for news, views, stories, feedback and soft communication
      • Important link-equity mechanism
      Posts that contain “shopping” and “fishing tackle” per day
    33.  
    34. Greenhouse Girl
    35. corgi model car game
    36. “ model cars”
      • 3,733 visitors for model cars in 2004
      • Visitors increased from 35,000 to 50,000 per month
      • Visitors from search engines increased from 8,000 to 30,000 per month
      • Total visitors from search engines was 535,738
      • Q4 sales from search engine traffic were £15,000
      • Sales from “generic” searches are £1,000 per month
    37. how does this compare? PPC campaign comparison: 20,085 visitors over a year at a cost of over £6,000, generating estimated sales of £20,000
    38. how do the large retailers do?
      • “ The performance of high street retailers in search engines”
        • OR: How major retailers are missing easy opportunities to attract footfall on the Internet
    39. how well indexed are they? 26,299 5,040 95,300 Woolworths 42,500 10,162 244,000 WH Smith 39 151 211 Topshop 427,000 9,116 12,900 Tesco 228 650 5,170 Next 2,609 1,710 5,190 Mothercare 5,690 7,995 16,600 Marks & Spencer 116,000 1,973 7,050 John Lewis 21 7 25 Habitat 24,700 991 9,910 Dixons 16,300 121 27,900 Debenhams 145 84 15,100 Currys 2,720 6,220 108,000 Comet 8,540 7,977 34,300 Boots 24 19 24 BHS 1,330 13,307 72,200 B & Q 359 1 175 Asda 81,200 546 22,500 Argos Pages in Yahoo! Pages in MSN Pages in Google Retailer
    40. page titles Argos - brighter prices, brilliant value Welcome to ASDA B&Q Online Bhs Boots the Chemist UK online: Gift, Health, Beauty, Perfume, Pharmacy, Photo, Electrical, Fitness and Healthcare Products Comet - Home Currys ...always lowering prices Debenhams: Department Store Online - Retailer for Clothing, Electrical, and Furniture Brands Dixons - first for new technology - shop for digital cameras, mp3 players, widescreen LCD and plasma TVs Habitat John Lewis Home Page Marks & Spencer Online Shopping Mothercare - home - ** now updated NEXT - On-line Shopping Tesco.com TOPSHOP WHSmith.co.uk: Books, Stationery, CDs, DVDs, Magazines, PC &amp; Video Games, Gifts, Special Offers, Magazine Subscriptions, Gift Magazine Subscriptions Woolworths Let's Have Some Fun
    41. keyword strategy & results * * * * / no Woolworths 1 1 1 1 Bookshop yes WH Smith * * * * / no Topshop 2 6 4 9 home shopping yes Tesco 2 4 11 33 on-line shopping yes Next 15 18 <50 <50 Maternity no Mothercare** <50 <50 40 24 online shopping yes Marks & Spencer 15 24 48 8 department store yes John Lewis * * * * / no Habitat <50 <50 4 4 electrical shop no Dixons 4 6 1 18 department store yes Debenhams 7 7 5 5 electrical store no Currys 10 10 2 2 electrical store no Comet 1 1 1 4 Chemist yes Boots * * * * / no BHS 1 2 1 2 Diy yes B & Q * * * * / no Asda 2 2 <50 <50 catalogue shopping yes Argos Yahoo UK Yahoo Google UK Google Primary generic term Generic Keyword Strategy Retailer
    42. page ranks and popularity 146,000 3,090 6 Woolworths 42,500 10,162 7 WH Smith 229,000 3,970 4 Topshop 125,000 3,800 7 Tesco 8,670 238 2 Next 34,300 117 5 Mothercare 20,500 1,370 7 Marks & Spencer 109,000 2,470 6 John Lewis 1,280 275 4 Habitat 23,200 4,510 7 Dixons 38,400 2,010 4 Debenhams 24,900 2,080 5 Currys 130,000 5,900 6 Comet 66,800 4,630 6 Boots 1,530 123 6 BHS 148,000 594 6 B & Q 25,400 92 6 Asda 181,000 615 6 Argos No. references No. links Page Rank Retailer
    43. how do the big boys do overall? 2 1 1 0 Topshop 2 2 0 0 Habitat 4 2 0 2 BHS 5 3 1 1 Asda 7 3 2 2 Dixons 8 2 5 1 Next 9 4 4 1 Currys 10 2 4 4 Woolworths 10 4 2 4 Mothercare (** recently updated) 11 3 4 4 Comet 13 3 7 3 Tesco 13 5 5 3 John Lewis 13 4 6 3 B & Q 14 3 8 3 Debenhams 14 4 7 3 Argos 15 3 9 3 WH Smith 15 4 6 5 Marks & Spencer 19 5 10 4 Boots Total Link Popularity Relevance Indexation Retailer
    44. Conclusions
      • Coming top of the search engines without paying is about:
        • Indexability
        • Relevance
        • Popularity
      • To achieve this, you need:
        • Knowledge of search engines
        • Technical expertise
        • Marketing and creative savvy
      • Pindar Screen Pages are SEO experts
        • Consultancy
        • Link Building programmes
      Ask me for a copy of our free “How top retailers do in search engines” report.
    45. Conclusion
      • Any questions?
      • Contact information:
        • w: www.screenpages.com
        • t: 01932-359 160
        • e: [email_address]

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