Pindar Screen Pages Catalogue Club May 2007

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

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

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

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

Clients

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

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

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”

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”

Where people click

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

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

What’s the goal? All products and categories appear in Google & other major search engines: completely & elegantly Sites perform well for “generic” searches

All products and categories appear in Google & other major search engines: completely & elegantly

Sites perform well for “generic” searches

Searching for specific brands

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

Searching for product categories

Searching for specific products

How do you come top of Google? Indexability Relevance Link popularity

Indexability

Relevance

Link popularity

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

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

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

River Island

What robots read and index page titles URLs links image names body copy

what robots read and index description meta tag

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

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

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)

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)

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)

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)

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)

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)

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

Gardening books at Tesco <Tesco.com – Product Category for Gardening>

<Tesco.com – Product Category for Gardening>

Gardening books at Tesco <Tesco.com – Books - Gardening> <Tesco Home Shopping – Gardening books> <Gardening books: buy books online at Tesco> How about?

And how are we doing?

Popularity Determined primarily by number of inbound & relevant links Influenced by frequency and recency of updates Visible in Google’s Page Rank

Determined primarily by number of inbound & relevant links

Influenced by frequency and recency of updates

Visible in Google’s Page Rank

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)

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)

the two most important links

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

Important vehicle for online community development & “social” networking

Easy-to-use vehicle for news, views, stories, feedback and soft communication

Important link-equity mechanism

Greenhouse Girl

corgi model car game

“ 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

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

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

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

“ The performance of high street retailers in search engines”

OR: How major retailers are missing easy opportunities to attract footfall on the Internet

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

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

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

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

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

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.

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

Conclusion Any questions? Contact information: w: www.screenpages.com t: 01932-359 160 e: [email_address]

Any questions?

Contact information:

w: www.screenpages.com

t: 01932-359 160

e: [email_address]