SEO for Ecommerce: A Comprehensive Guide

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A comprehensive guide to ecommerce SEO. With bronies. Why, you may ask? Because that's my daughter's current obsession. Also because SEO+bronies=monies. …

A comprehensive guide to ecommerce SEO. With bronies. Why, you may ask? Because that's my daughter's current obsession. Also because SEO+bronies=monies.

Slides broken into sections:

1. Technical SEO
2. On-page and Content
3. Social Media
4. Reporting and Analytics
5. Business Concerns

More in: Marketing , Technology , Design
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  • - Wide Gulf in Revenue-Per-Click Remains Across Devices- Along with traditional computers, windows tablets and iPads generate double the revenue-per-click ofevery other type of device, including other tablets. - The Kindle Fire line was a particularly poor performer for advertisers in Q4, generating a 68% lower RPC than desktops, whichmay speak to both demographics and Amazon’s strategic tack with the product.
  • iPad: 11% organic search and 9% social trafficiPhone: 9% organic search and 12% social traffic
  • - Facebook Share of Social Visits Rises to 57%, up from 55% last year- Pinterest saw the largest gains from a year prior, with its share of social visits increasing from 9% to 14%.Even thought FB has announced search, we’re still not seeing people searching on FB the way that the do on Google. Until customer intent changes….
  • - Social Sites Generate an Average of 1.3% of All Site VisitsImportant – tough to track. AND referrals from social media sites show a clear upward trend over the long-term
  • iPad: 11% organic search and 9% social trafficiPhone: 9% organic searchand 12% social traffic
  • GK:First and foremost:Sales funnel is no longer an effective model of consumer behaviorDoesn’t accurately reflect how users now interact with brands OR how they seek out information in an online retail env’tMore importantly: model doesn’t reflect new ways in which brand influence usersMcKinsey & Co. proposed new model in 2010
  • GK:Consider phase: customer is thinking about a purchaseCould be based on interests or needs, or just research  Typically starts at search barOnce user has options, he/she moves on to evaluate those optionsThis may take the form of reviews on site, third-party sites, or seeking recommendations from social media blogs, forums, social networksCustomer has made decision, and makes purchase, either online or in-storePost-purchaseexperience is where new model comes into play: Brand experience extends well beyond the purchaseSocial media empowers users to define relationship w/brandStrengthening relationship is necessary to encourage users to become advocates[next slide]
  • GK:The goal is to forge a strong bond with usersIf the brand-user relationship is strong enough, users will not re-enter consider phase SEO and Social are no longer separate online marketing strategiesNew journey offers challenges, but also unique opportunities to influence users’ purchase decisions.
  • GK:Consider: Site content relevant to specific audience interests. How will user find brand in search?Particularly important after Hummingbird updateRole of mobile devices important to take into accountOptimized mobile sites, etc.Evaluate: Site architecture, Content, UXWhat is user’s experience of site vs. competitors’? Easy to navigate or frustrating?BUY: Site reviews, and purchasing processWhat is user’s experience of product? Is it easy to find products? Reviews? Can they pick up in store, etc.
  • GK:Social media touches all stages of this new modelPowerful tool for brandsOffers greater opportunities to influence users in different ways along different points of this journeyAreas of overlap with SEOSocial also empowers usersSocial networks are open-ended, public, and outside of brand’s complete controlDoubly true with the rise of mobile usageClear social strategy required because social has an impact on all these stages, often simultaneously
  • GK:Brands can use social in strategically specific waysMonitoring  Listening and gatheringResponding conversation, engagementAmplifying  brand message, user advocacy, etc.Leading  guiding conversation
  • GK:Brands should use social media to lead conversations, or point users to new products/offers, etcSocial media is as much about discovery as it is about discussionLeading takes many forms along the consumer journeyAt the beginning: Articulating the brand’s values, customer value proposition, and extending brand awareness via branded and unbranded content. Is the brand a leading voice? A tastemaker? An expert?At point of purchase: brands can use Social to target high-value customers and influencers with targeted offers or invitations into exclusive programs. (This can also be as simple as offering incentives for sharing)In the post-purchase experience: Brands should seek out users, thank them, reward them with praise, encourage them to post reviews, etc “Lead customers toward leading on brand’s behalf”
  • GK:Consumer journey has changedNew model reflects how users are influenced**Users’ experience w/brand extends past the purchaseThis experience plays out on social media4 functions to influence this experience
  • GK:Consumer journey has changedNew model reflects how users are influenced**Users’ experience w/brand extends past the purchaseThis experience plays out on social media4 functions to influence this experience
  • GRAEME:Why it’s important: largest user base of any social networkNetwork primarily used for defining identity FB’s strength is relationship-building not sales  from the mouth of Paul Adams, FB’s Global Brand Experience ManagerWhat metrics matter: Shares vs. Likes Engagement vs. static actionFB audience is younger than your target**Derek deserves praise for growing fan base, but this is only a first step
  • GRAEME:Good example from JoS. A. Bank do more of thisengage with discussion in the comments section
  • GRAEME:Content is frequently brandedImages are redundant, repurposed content (appears on p. 36 of catalog)Repetitive content doesn’t give users a reason to followDoesn’t offer a new experience
  • GRAEME:In general, post length correlates to engagement and shares This is important to note with the rise of mobile usage (Mobile usage now 78% of Facebook activity)Simply put: small space in which to grab users’ attentionAlso competing for share of attention span
  • GRAEME:Competitor: MW use of unbranded content which speaks to users’ adjacent interests
  • GRAEME:Brooks Brothers: unbranded contentEasy, low-cost method of engagement
  • GRAEME:Nordstrom:Short post invites responseImages does all the “talking”Includes branded hashtagThis content is low-cost, high engagement,Also: optimized for mobile and easy sharingNote: Nordstrom technique of announcing sales by changing cover photo
  • GRAEME:Brooks Brothers:Cross-pollination and pointing users to interact on other social networks, giving them a reason to “tune in” to other channels
  • GRAEME:post more unbranded contentsimplify calls to actionhighlight importance of customer interactionspost additional content detailing the brand's heritagedeepen connections by supporting issues important to fansapply additional resources for customer servicegive fans direct access to catalog via a custom tab
  • GK:Why it’s importantReal-time interaction, low-cost engagementbetter suited to mobileNot necessarily as well suited to relationship-buildingBUT! Easier for brands to lead conversationthen  amplify conversation
  • GK:Twitter can be text heavy, but new inline image preview (as of October) = opportunity for greater engagementImages critical for engagement, especially on mobile75% of MAUs on mobileTwitter’s mobile users are more engaged, and visit network more often throughout the day
  • GK:Use images to entice or amplifyContent should be new and uniquePublishing same images on all networks doesn’t incentivize users to followWhy tune in, if content is same on all channels?
  • GK:Platform is suited to leadingconversationsRespond to praise with RT and replyBest in Class: Nike
  • GRAEME:Users seek visual inspiration, including purchasing ideas opportunity for brands to establish authority as tastemakersIn general, users are in a more active “buying” state of mindPlatform skews female, but demographic can’t be ignoredPlatform skews toward higher income bracketsMost Pinterest traffic is through tablets, therefore highest-quality images are paramount
  • GRAEME:Guess the numbers
  • GRAEME:Pinterest is conversion friendly
  • GRAEME:In the main, imagery is not very compelling, and comes mostly from brandAgain: consider where audience is looking, and pinning from there
  • GRAEME:Nordstrom is “Best in Show” on Pinterestto be expected given audience, but there are still valuable lessonsPinning images from outside sources shows Nordstrom is participating in a conversationNOT broadcasting their own message
  • GRAEME:NordstromMajority of boards are unbranded, thematicThemes include colors, seasonsEven lifestyle themes (such as “DIY”)Majority of images in boards are not branded this practice places product images in an unbranded, social context
  • GRAEME:Curate themed boardsCurate content from third-partiesUser interests such as: lifestyle, food, dining out, or those identified in onboarding documentBest in class: J. Crew
  • GK:Instagram is fastest growing social networkVisual nature, ease of sharing makes this powerful platform for apparel retailersPopular among younger segment of the populationAlso optimized for mobile engagement boredom: checking phone, easy way to marketGreat that JAB is on this platformOffers incredible potential for JAB
  • GK:Nordstrom sets the barPosts don’t mention products Piques users’ interest
  • GK:Users ask about products in comments sectionNordstrom replies with item number for website, enabling conversion fasterPosts use hashtags to enter larger conversationIn this case #ManiMondayMany of the same hashtags from Twitter conversation apply to InstagramTo be expected given Instagram-Twitter integration#WIWT #OOTD #MensStyle
  • GK:CTAMixingreal-world, in-store experience with social media3 takeaways for this strategy:user-generated but essentially branded content, amplifies Nordstrom’s social reach to a user’s followers, who may be unconnected to the brand;the brand can monitor the hashtag to measure user participation; Hashtag also allows Nordstrom to follow-up and repost these images to reward users who have demonstrated initiative and brand loyalty.
  • GRAEME:Basic makeup (only social network that skews overwhelmingly male)Good for SEOLess a relationship-building, more of a content aggregatorCurating communities – all users can post content, area for open sharing
  • GRAEME:Great unbranded contentDo more of thisLeverage platform to connect with influential blogs, uers
  • GRAEME:Effectively 2nd most-popular search engine3 billion searches a monthGoogle’s design change to the one-channel format means:Subscribers are paramountOf the 5,000 leading channels on YouTube, only around 2% are owned by brands. The most effective content keeps brand-messaging in the background, and instead focuses on being entertaining, useful or informative, and unique. On YouTube, experiential content beats commercial.
  • GRAEME:Mostly broadcast showcase for TV adsThis is redundant  narrow range of contentMore than 2/3 of descriptions begin with “shop”Channel is not fully optimized to take advantage of SEO benefitsMost successful: Uniform of Success eventALSO: JAB hasn’t filled out About tabCTA to subscribeSubscriptions give content “velocity”Viewed videos stay in feed for 22 hours, longer than in FBRegular uploadingDoesn’t use YouTube channel to point users to other social networks
  • GRAEME:They have successfully connected this content to related channels, such as alpha m., Real Men Real Style, AskMen, and pthiso. These connections help users to understand what to expect from Men’s Wearhouse, establishes additional authority and approval, and provides valuable additional visibility (given that viewers of related channels are also pointed to the Men’s Wearhouse channel)Points uses to brand’s other social networksMen’s Wearhouse has created a custom tab, which organizes their content into playlists to help users easily navigate to the videos that are most relevant to them. This is a good tactic to improve user experience
  • GRAEME:Titles & descriptions employ keywords for better external SEO
  • GK:Surprising opportunity to engage with users who are well within target audienceReal Men Real Style LinkedIn Group24% of users are in apparel industry25% are in senior positions in their industry (money to burn, need for business attire)29% week-over-week growth rate in membershipUsers are actively engaged in discussions relevant to JAB
  • GK:In fact, Brooks Brothers already has a presenceUnbranded content is asserting brand’s authority reliable source of information helpful, without sales agendaJAB has capability to participateCould consider polling internally, encouraging employees as brand ambassadors
  • - Not Provided Visit Share Plateaus Around 84%- The share of Google searches that did Not Provide the search query to site owners roughly doubled over the latter half of Q3 2013 - Not Provided share remained flat throughout Q4.- Over the course of the entire year, the average site saw Not Provided increase from 28% of searches to 84% as Google moved to push more users to secure search.
  • - Safari and Android Users OVER-REPRESENTED in KNOWN queries on Google- In cases where Google organic query data is still provided to site owners, we find that Android devices account for 19% of visits, -triple Android’s 6% share of total Google organic traffic.- Desktop Safari users account for 23% of provided visits, but just 9% of all Google organic visits.

Transcript

  • 1. SEO for Ecommerce Adam Audette @audette
  • 2. • The Ecommerce Ecosystem • Technical Work • On-page & Content Work • Social & Off-page Work • Analytics & Reporting Work • Departmental & Corporate Stuff Today‟s Talk is Wide and DeepAGENDA
  • 3. Let us begin
  • 4. Amazon sells more online than its next 12 competitors combined Wall Street Journal, August 27, 2013
  • 5. Yet continues to grow at 30% & command large amounts of new internet sales Wall Street Journal, August 27, 2013
  • 6. You need a brand to compete
  • 7. YOU NEED TO DIFFERENTIATE TO COMPETE
  • 8. 40% of companies use social as their primary digital tool to reach customers. McKinsey Quarterly, April 2012, Demystifying Social Meda
  • 9. You need a social strategy to compete
  • 10. You need strong technical to compete
  • 11. You need a content strategy to compete
  • 12. Shrinking Organic SERP Real Estate
  • 13. This is what happens when you do SEO right
  • 14. • The Ecommerce Ecosystem • Technical Work • On-page & Content Work • Social & Off-page Work • Analytics & Reporting Work • Departmental & Corporate Stuff Technical Work is a PriorityAGENDA
  • 15. Technical SEO on ecommerce sites can be huge. There‟s Gold In Those Hills! Pagination Faceted Navigation Site Search SpeedDuplication Mobile Sites Multiple Sites
  • 16. @audette Do: create list of top priorities Do: understand their impact
  • 17. @audette Don‟t: create giant SEO audit Don‟t: create laundry list of “issues”
  • 18. 1.Identify top priorities 2.Sync with business 3.Create bugs and ship!
  • 19. These are typically* the highest priority areas Technical SEO for Ecommerce *it always depends • Duplication • Faceted Navigation • Pagination • Speed • Site Search • Mobile
  • 20. Ecommerce sites commonly have dupe issues at the product level • Use forensics to delve into the issue (just a few tools, keep it simple) • Normally what‟s indexed is what matters (if it‟s a dupe but isn‟t crawled, de-prioritize) • Always crawl the site yourself (and don‟t trust statements about canonical purity) • Keep it actionable! Don‟t get caught in the maze Duplication
  • 21. Discovery, forensics, and some quick SEO hacks • Step 1: crawl the site. Screaming Frog. • Option: use their XML sitemap • Option: use GWT‟s “Top pages” (there‟s a trick to this) Duplication
  • 22. Exporting GWT’s top pages for crawling Duplication Grab that one.
  • 23. Duplication Exporting GWT’s top pages for crawling
  • 24. Exporting GWT’s top pages for crawling Duplication
  • 25. The best insights come from ALL THE THINGS. Duplication You have two choices: Build an enterprise crawler of your own OR Use Google‟s data 1 2
  • 26. Google’s index can give you answers. Duplication
  • 27. Search modifiers are the tl;dr of SEO forensics. Duplication My favorite site searches for dupe content: • site:mydomain.com and variations • Exclude subdomains with: –site:blog.mydomain.com • Find duplicate domains with –site:mydomain.com intitle:exact title tag
  • 28. Search modifiers are the tl;dr of SEO forensics. Duplication My favorite site searches for dupe content: • site:mydomain.com and variations • site:mydomain.com with: intitle:”product or category title tag”
  • 29. Duplication Easy Wins
  • 30. Search modifiers are the tl;dr of SEO forensics. Duplication My favorite site searches for dupe content: • inurl:prodID=121212 • Use with site:mydomain.com • Experiment with using category or folders, too, like: site:mydomain.com inurl:/category/ • Knock off successive folders • Use with intitle, such as: site:mydomain.com inurl:prodID=121212 intitle:”we‟ve got all the stuff here : brand”
  • 31. Faceted navigations pose crawling challenges. Keep it focused on user behavior. • What facets represent search queries best? • What types of content do you want crawled and indexed? Faceted Navigation
  • 32. Faceted Navigation Important facets for SEO
  • 33. Faceted Navigation NOT important facets for SEO
  • 34. Be discriminating with what gets crawled. Examples to crawl: • category, brand, item, type Examples to not crawl: • size, price, session ID, review rating/count Consider: • color, size, various attributes (uses, materials, etc) Faceted Navigation
  • 35. Tools to use for crawling controls on facets. Ensure URLs are constructed only one way. • No creation of different URLs based on selection order Ensure rel canonical signals are on URLs that have tracking parameters appended. Don‟t be afraid to use parameters within URLs. • key=value&pair constructed URLs allow easier crawling and management in GWT • Never use folders for session IDs or params that don‟t change page content Faceted Navigation 1 2 3
  • 36. “Using non-standard encoding is just asking for trouble.” – Mehmet Aktuna Google Crawling Team
  • 37. Hey, that‟s what we always say! “Using non-standard encoding is just asking for trouble.” – Mehmet Aktuna Google Crawling Team
  • 38. Non-standard encoding means using characters in URLs like : , [ ] …
  • 39. “It‟s totally uncool.” – Rainbow Dash, My Little Pony
  • 40. Tools to use for crawling controls on facets. Faceted Navigation Use rel=nofollow on non-essential facets. • Links can still be crawled, but this will decrease discovery Have non-essential facets rel canonical to a superset page: http://www.mydomain.com/cat/shoes?brand=nike&color=green&price=100 <link rel=“canonical” href=“http://www.mydomain.com/cat/shoes?brand=nike&color=green&view=all” />
  • 41. Tools to use for crawling controls on facets. Faceted Navigation Option: place all unnecessary facets in a unique directory. Robots.txt exclude this directory. http://www.mydomain.com/cat/shoes?brand=nike&color=green&price=100 http://www.mydomain.com/filters/shoes?brand=nike&color=green&price=100 User-agent: * Disallow: /filters/
  • 42. Tools to use for crawling controls on facets. Faceted Navigation Issues with robots.txt • It‟s a sledgehammer approach • Nothing will be crawled • No link equity will flow • You‟ll get „suppressed listings‟ in the index like this…
  • 43. Links are crawled but URLs are blocked. Faceted Navigation Tools to use for crawling controls on facets.
  • 44. Tools to use for crawling controls on facets. Faceted Navigation Parameter Handling • Powerful and configurable • Can screw yourself • Need key=value&pair structured URLs • Requires you to truly understand your site
  • 45. Faceted Navigation
  • 46. Faceted Navigation
  • 47. @audette Ah meta noindex…yes very interesting
  • 48. What about meta noindex? Faceted Navigation Meta noindex is strangely absent from Google‟s advice. • I‟m less confident in meta noindex, follow really doing what we want it to: keeping content out of the index but still crawled. • meta noindex, follow + rel canonical are conflicting signals. • There are signs that Google is choosing to treat meta noindex differently than before.
  • 49. Sorts/views shouldn‟t be crawled.
  • 50. Pages should be consolidated.
  • 51. Sorts shouldn’t be crawled. Sorts & Pages Sorts are different views of the same data set. • Use rel=nofollow on sort links • Use rel=canonical on sort URLs to a superset page (normally the view all)
  • 52. Sorts shouldn’t be crawled. Sorts & Pages Sorts are different views of the same data set. • Have sort links coded as page anchors that don‟t create unique URLs (e.g. mydomain.com/cat#sort100) • Use javascript links that are less likely to be crawled (Googlebot will probably still crawl them)
  • 53. There are two main ways to consolidate pages. Sorts & Pages Use either rel next/prev or rel canonical. • Rel prev/next creates a series of pages • Should still use rel canonical on duplicative URLs (such as tracking IDs)
  • 54. There are two main ways to consolidate pages. Sorts & Pages Use either rel next/prev or rel canonical. • Rel canonical, if used for pagination, should reference the view all page • The view all page needs to provide a good user experience (fast loading)
  • 55. Speaking of speed …
  • 56. Site speed is crucial. Speed • 40% of your visitors will abandon a site if loading takes longer than 3 seconds (Gomez) • Half of your visitors expect a site to load in 2 seconds or less (Gomez) • 1 second in loading time decreases conversion by 7% (Strange Loop)
  • 57. Site speed is crucial. Speed If an ecommerce site makes $100k in revenue per day, a 1 second load delay equates to $2.5M in lost revenue annually. (Strange Loop)
  • 58. That hurts the bottom line.
  • 59. Speed Study up Google‟s Guide to Web Performance https://developers.google.com/speed/docs/best- practices/rules_intro
  • 60. Speed Study up Yahoo!‟s Guide to Page Speed http://developer.yahoo.com/yslow/
  • 61. Tools Speed • Google Page Speed: Yslow • Pingdom: WebpageTest.org • Load Impact
  • 62. “Search results in our search results.”
  • 63. There’s a best practice, and a reality. Site Search & SEO Best Practice • Site search pages should be fast. • They should offer a valuable experience. • They should lead to conversion. • They should have high engagement.
  • 64. There’s a best practice, and a reality. Site Search & SEO Unfortunate Reality • Lots of site search pages are really basic • They can still rank well • Site search pages convert well
  • 65. There’s a best practice, and a reality. Site Search & SEO Reality • Lots of site search pages are really basic • They can still rank well • Site search pages convert well …there‟s also this…
  • 66. Site Search & SEO Fortune 10 ecommerce brand Pages Displayed in Non-Branded SERPs Heavily reliant on site search.
  • 67. Answer these questions before doing anything. 1. How much organic traffic are search pages responsible for? 1. How are engagement metrics looking? High or low bounce rate, high or low conversion? What should you do? Site Search & SEO 1 2
  • 68. What should you do? Site Search & SEO Answer these questions before doing anything. 2. Balanced with above, are these pages causing issues with our crawl space? 3. Are there duplicative issues at play? (For example, can anything become a search?) 3 4
  • 69. Hmm….
  • 70. Mobile is growing faster than desktop.
  • 71. No one knows what to do. Mobile is growing faster than desktop.
  • 72. Windows Tablets High, Kindle Fire Among Lowest Revenue-per-Click by Device
  • 73. Here’s what we recommend. Mobile Get the sites accessible on mobile devices. Build responsive sites (as a foundation). Can add mobile-specific experiences as needed.
  • 74. Here’s what we recommend. Mobile Get the sites accessible on mobile devices. All major implementations are supported, and work. • Responsive (same URL) • Subdomain or folder (mobile switchboard tags) • Same URL with dynamic content (Vary: User-agent response header)
  • 75. Here’s what we recommend. Mobile Other good things: • Minimize redirects, each adds 0.6 second delay. • Serve tablet users the desktop site. • For separate URLs, place alternate tags on desktop pages (to mobile), and canonical tags on mobile (to desktop).
  • 76. • The Ecommerce Ecosystem • Technical Work • On-page & Content Work • Social & Off-page Work • Analytics & Reporting Work • Departmental & Corporate Stuff Creating Experiences Through ContentAGENDA
  • 77. For ecommerce, „native‟ content is limited. Content & On-Page • Category pages • Product pages • Buyer‟s guides • Reviews • Blog content
  • 78. It‟s ALL ABOUT THE EXPERIENCE Content & On-Page
  • 79. Look to Amazon for industry leading experiences. Content & On-Page This is valuable.
  • 80. I see what you did there… Content & On-Page Both product descriptions featured.
  • 81. Making it easy for me, thanks Amazon.
  • 82. Content & On-Page It all starts in the SERP, too. I expect these Nice SERP display Option but I don‟t want to bid Can‟t buy here Thin experience Out of stock Thin experiences Already turned off
  • 83. I expect these Nice SERP display Option but I don‟t want to bid Can‟t buy here Thin experience Out of stock Thin experiences Already turned off
  • 84. This experience is just so much better. Content & On-Page This is valuable.
  • 85. Content & On-Page Product Inventory, product flux Try to make this less sucky.
  • 86. When Permanently Out of Stock, Option 1 Content & On-Page 301 the URL to a newer replacement product (This is rarely how product inventory works)
  • 87. When Permanently Out of Stock, Option 2 Content & On-Page 404 the URL if no newer product exists (This is hard core)
  • 88. When Permanently Out of Stock, Option 3 Content & On-Page Continue serving the page with messaging and good recommendations (This is best, but harder to do)
  • 89. Content & On-Page Don‟t do it like this… Tad Chef http://blog.ahrefs.com/ecommerce-out-of-stock-products/
  • 90. Content & On-Page Don‟t do it like this… Doubly sucky.
  • 91. More helpful
  • 92. Here‟s a good out of stock message. Content & On-Page Tad Chef http://blog.ahrefs.com/ecommerce-out-of-stock-products/
  • 93. Tad Chef http://blog.ahrefs.com/ecommerce-out-of-stock-products/
  • 94. Content & On-Page Content & On-Page Great Alternatives Here Tad Chef http://blog.ahrefs.com/ecommerce-out-of-stock-products/
  • 95. What if products are coming back in? Content & On-Page Continue serving the page with messaging and recommendations (same approach as before)
  • 96. Category pages are the „hubs‟ Content & On-Page
  • 97. Category pages are the „hubs‟ Content & On-Page category subcat product product subcat product product
  • 98. Content & On-Page category subcat product product subcat product product Constant, Equity full, Heavily linked
  • 99. Content & On-Page category subcat product product subcat product product Constant, Equity full, Heavily linked Lot of flux here. Inventory change Less equity flow Less linked
  • 100. Content & On-Page Categories as useful content
  • 101. Seasonal pages and „themes‟ Content & On-Page
  • 102. Your inventory is your content. Content & On-Page • Tons of content opportunities with inventory • Buyers guides, reviews are always useful • Retailers don‟t need to be publishers
  • 103. Your inventory is your content. Content & On-Page • You can wrap and re-wrap your inventory in creative ways
  • 104. Say it with me: topics, not keywords! Content & On-Page
  • 105. Content & On-Page TOPICS, not terms
  • 106. Content & On-Page My Little Pony Topics Average Monthly Search Volume 260,000 185,000 110,000 100,000 80,000 56,000 45,000
  • 107. Content & On-Page My Little Pony Topics Average Monthly Search Volume 260,000 185,000 110,000 100,000 80,000 56,000 45,000 Each topic category represents many queries
  • 108. Very broad categories… Content & On-Page Topic Top Query Examples Monthly Search Volume Generic Custom / Personal personalized gifts, personalized gift ideas, customizable gifts, custom gift ideas 421,212 Company / Corp. / Business / Employees retirement gifts, corporate gifts, gifts for co-workers, office gifts, executive gifts 90,490 Promotional Products promotional products, promotional items, hit promotional products, promo items, promotional gifts 81,370 Marketing / Advertising advertising techniques, creative marketing, marketing ideas, marketing materials 37,550 Engraved engraved gifts, laser engraving, wood engraving, custom engraving, glass engraving 23,130 Branded / Logo logo products, logo items, branded products, branded items, logo merchandise, logo gifts 8,080 Trade Shows trade show giveaways, tradeshow giveaways, trade show items, trade show promotional items 4,550
  • 109. … to more narrow Content & On-Page Topic Example Queries Search Volume Wedding / Bridal / Grooms personalized wedding gifts, wedding favors, wedding favor ideas, cheap wedding favors 264,210 Keychains custom keychains, customized keychains, personalized keychains, personalized key chains, key rings bulk 99,080 School / Sports spirit wear, custom varsity jackets, custom team apparel, high school apparel, Greek apparel 81,490 Pens custom pens, personalized pens, business pens 72,480 Notepads personalized notepads, personalized post it notes 24,920
  • 110. Comparison Calvin Content & On-Page “The pledges need quality embroidered shirts for a golf tournament they‟re playing in.” Sample Search Queries What can we provide to help him accomplish his task? What else can we provide of interest? Conversion Goal Why He‟ll Do It Success Metrics Task 1: I want to find a resource for Greek apparel and merchandise. [fraternity apparel] Broad selection of quality gear Popular brands Great service Speedy turnaround Newsletter Explore options He needs shirts for the pledges. He needs a reliable resource going forward. Subscribe for 10% off. Sign up for newsletter Purchase shirts Social share/like Task 2: I want to find a resource for Greek apparel and merchandise. [embroidered polo shirts] Wide selection of name brands – high quality Great prices Great Service Speedy turnaround Newsletter Find the best option for shirts Great prices. 10% discount. Minimum order works. Easy to order. Can get a quote and a sample. Purchase Sign up for newsletter Social share/like
  • 111. Comparison Calvin Content & On-Page “The pledges need quality embroidered shirts for a golf tournament they‟re playing in.” Ideal Workflow Search Rank & Display Page Content Conversion & Motivation [embroidered polo shirts] Custom Embroidered Polo & Golf Shirts – Buy Wholesale & Save! | InkHead Top Quality and great prices on golf and polo shirts from your favorite brands, including Nike and Adidas. Images and details of product offerings. Calvin can filter and sort by a range of criteria, including price, brand, color, sub-category and style. Carl sees what he needs and he sees lots of choices. He knows the brands, the prices are reasonable and the ordering process looks simple. Clicks to buy.
  • 112. Comparison Calvin Content & On-Page “The pledges need quality embroidered shirts for a golf tournament they‟re playing in.” Ideal Workflow Search Rank & Display Page Content Conversion & Motivation [embroidered polo shirts] Custom Embroidered Polo & Golf Shirts – Buy Wholesale & Save! | InkHead Top Quality and great prices on golf and polo shirts from your favorite brands, including Nike and Adidas. Images and details of product offerings. Calvin can filter and sort by a range of criteria, including price, brand, color, sub-category and style. Carl sees what he needs and he sees lots of choices. He knows the brands, the prices are reasonable and the ordering process looks simple. Clicks to buy. User exp. begins here Content creates the conversion
  • 113. Spend a lot of time on SERP presentation, says Derpy! Content & On-Page
  • 114. The SERP display is where it all begins Content & On-PageAMZN doesn‟t do schema Rich snippets Great URL. But wigs?? Really bad title, CMS hack Search results UK version?
  • 115. The SERP display is where it all begins Content & On-Page Click-worthy Secondary Choices
  • 116. The SERP display is where it all begins Content & On-Page Ignored
  • 117. The SERP display is where it all begins Content & On-Page SERP Presentation is Critical
  • 118. The SERP display is where it all begins Content & On-Page SERP Presentation is Critical It impacts CTR! And can even influence rank.
  • 119. The SERP display is where it all begins Content & On-Page SERP Presentation is Critical How about an example?
  • 120. Useful Example on Organic CTRWhat happens when video thumbnails appear for product pages? Content & On-Page
  • 121. Content & On-Page Not actually a video.
  • 122. Video thumbnails on product pages plummet CTR Content & On-Page Whoops! Product pages are listed in the video sitemap (videos are on the pages).
  • 123. Content & On-Page But what did this do to CTR?
  • 124. Queries with Video Thumbnail Queries without Video Thumbnail THIS. AVERAGE QUERY CLICK-THROUGH RATE 2% 17%
  • 125. Queries with Video Thumbnail Queries without Video Thumbnail THIS. AVERAGE QUERY CLICK-THROUGH RATE 2% 17% Users didn‟t want a video, they wanted a product.
  • 126. • The Ecommerce Ecosystem • Technical Work • On-page & Content Work • Social & Off-page Work • Analytics & Reporting Work • Departmental & Corporate Stuff What is the Social Value of a User?AGENDA
  • 127. Users prefer tablets for search. Social Sites for Ecommerce
  • 128. Facebook is 57% of Social Visits; Pinterest grows fastest. Social Sites for Ecommerce
  • 129. Social Sites Refer ~1.3% of All-Site Visits Social Sites for Ecommerce
  • 130. Mobile sends 31% of social traffic. Social Sites for Ecommerce
  • 131. Social not responsible for much with last touch Social Sites for Ecommerce
  • 132. A first touch model helps social a tiny bit. Social Sites for Ecommerce
  • 133. Social Has A Growing Impact On Core Retail Social Has A Growing Impact On Core Retail Source: Internet Retailer, 2014 Social Media 500 & Business Insider
  • 134. Social Has A Growing Impact On Core Retail Source: Internet Retailer, 2014 Social Media 500 & Business Insider
  • 135. • “Sales funnel” no longer an accurate model for online retail environment • Does not reflect the open-ended nature of social media Role of Social Media Old Consumer Journey
  • 136. EVALUATE ADVOCATE BOND EXPERIENCE BUYBUY CONSIDER Interests Concerns Needs NEW CONSUMER JOURNEY
  • 137. EVALUATE BOND ADVOCATE BOND ADVOCATE EXPERIENCE EXPERIENCE LOYALTY LOOP BUYBUY CONSIDER Interests Concerns Needs NEW CONSUMER JOURNEY
  • 138. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs where SEO comes into play NEW CONSUMER JOURNEY
  • 139. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs where social comes into play NEW CONSUMER JOURNEY
  • 140. • Monitoring • Responding • Amplifying • Leading NEW CONSUMER JOURNEY
  • 141. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs Monitoring NEW CONSUMER JOURNEY
  • 142. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs Reputation Management Customer Service Responding NEW CONSUMER JOURNEY
  • 143. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs Referrals & Recommendations Brand Advocacy Amplifying Fostering Communities NEW CONSUMER JOURNEY
  • 144. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs Brand Content Awareness Product Launches Targeted Deals, Offers Leading Consumer Input NEW CONSUMER JOURNEY
  • 145. Role of Social Media Takeaways The consumer journey has changed. The new model reflects stages where brands can exert influence. A users‟ brand experience takes place on social media. 1 2 3
  • 146. Role of Social Media Takeaways Got any examples, guy?
  • 147. JoS. A. Bank Facebook Source: http://www.facebook.com/Jos.A.Bank.Clothiers.Inc
  • 148. JoS. A. Bank Facebook Source: m.facebook.com/Jos.A.Bank.Clothiers.Inc
  • 149. Post Length Facebook Source: http://socialmediatoday.com/morgan-j-arnold/566350/optimizing-facebook-engagement-effect-post-length
  • 150. Unbranded content Facebook Source: https://www.facebook.com/MensWearhouse
  • 151. Engagement Facebook Source: https://www.facebook.com/BrooksBrothers
  • 152. Engagement Facebook Source: https://www.facebook.com/Nordstrom
  • 153. Cross-pollination Facebook Source: https://www.facebook.com/BrooksBrothers
  • 154. Facebook Takeaways Post more unbranded content Simplify CTAs Post adjacent interests Deepen connections by supporting issues important to fans Give fans direct access to catalog via a custom tab 1 2 3 4 5
  • 155. Inline Image Preview Twitter Source: https://twitter.com/BrooksBrothers
  • 156. Images and engagement Twitter Source: http://blog.bufferapp.com/the-power-of-twitters-new-expanded-images-and-how-to-make-the-most-of-it Tweets with images received 150% more retweets.Tweets with images received 18% more clicks than those without.
  • 157. Twitter Takeaways Platform is suited to creating and leading conversations Easy for pushing out low-cost content Use branded hashtags to reach unconnected audience Messages can be amplified quickly and easily Respond to users with RTs and replies 1 2 3 4 5
  • 158. Pinterest 22% 60%
  • 159. Pinterest Pinterest traffic converts to sale 22% more than Facebook traffic. Pinterest traffic spends 60% more than Facebook traffic.
  • 160. JoS. A. Bank Pinterest Source: http://www.pinterest.com/josabank/
  • 161. Nordstrom Pinterest Source: http://www.pinterest.com/nordstrom/
  • 162. Nordstrom Pinterest Source: http://www.pinterest.com/nordstrom/
  • 163. Pinterest Takeaways Boards are an opportunity to showcase brand‟s aesthetic and personality Organize and curate boards using unbranded imagery Focus on aspirational or inspiring themes Curate boards that speak to user interests 1 2 3 4
  • 164. Nordstrom Instagram Source: http://instagram.com/nordstrom
  • 165. Nordstrom Instagram Source: http://instagram.com/nordstrom
  • 166. Nordstrom Instagram Source: http://instagram.com/nordstrom
  • 167. JoS. A. Bank Google+ Source: https://plus.google.com/111895265730261374585/posts
  • 168. JoS. A. Bank YouTube Source: https://plus.google.com/+BrooksBrothers/posts
  • 169. Men‟s Wearhouse YouTube Source: http://www.youtube.com/user/MensWearhouse
  • 170. Men‟s Wearhouse YouTube Source: http://www.youtube.com/user/MensWearhouse
  • 171. Real Men Real Style Group LinkedIn Source: http://www.linkedin.com/groups/Real-Men-Real-Style-Wardrobe-4063499
  • 172. Real Men Real Style Group LinkedIn Source: http://www.linkedin.com/groups/Real-Men-Real-Style-Wardrobe-4063499
  • 173. • The Ecommerce Ecosystem • Technical Work • On-page & Content Work • Social & Off-page Work & Off-page Work • Analytics & Reporting Work • Departmental & Corporate Stuff How to Report on SEO for EcommAGENDA
  • 174. Thinking about reporting on SEO It‟s not about keywords.1 Focus on bottom-line metrics that matter.2 Engagement metrics are important for YOU dear SEO.3 You‟ll need more than a single analytics package.4
  • 175. It‟s not about keywords. Analytics & Reporting 186 Track topics or page types instead of queries. 1
  • 176. Track topics or page types instead of queries. It‟s not about keywords. Analytics & Reporting 1 More insightful (queries change) More actionable (search volume) Easier to spot trends (seasonality) Less obsessive (no more ranking reports)
  • 177. Analytics & Reporting Roll metrics up to the URL level. It‟s not about keywords.1
  • 178. Analytics & Reporting Queries CR Traffic CTR Bounce Rate If I were a URL And these my metrics
  • 179. Analytics & Reporting Queries CR Traffic CTR Bounce Rate GWT and/or scraped data Analytics Analytics GWT Analytics
  • 180. It looks like this. Analytics & Reporting 191 GWT URL data Analytics URL data
  • 181. Most helpful with multiple data views Analytics & Reporting 192 Several different views
  • 182. Track bottom line metrics. Analytics & Reporting 193A • Revenue from organic • Organic traffic by search engine • Organic conversion rate 2 • Use content groupings in GA • Hit level only • Useful for ecommerce page types
  • 183. Analytics & Reporting • Use content groupings in GA • Hit level only • Useful for ecommerce page types Track bottom line metrics.2 More here: http://cutroni.com/blog/
  • 184. Engagement metrics Analytics & Reporting 195 3 • Time on page, avg. pages/visit, time on site • Very useful to spot poor experiences • Bounce rate is a useful metric for Panda • Group high bounce rate pages to analyze • Segment alongside conversion rate • Report on these only when they lead to ACTION
  • 185. You‟ll need multiple tools. Analytics & Reporting 196 4 • Best in class: • Brightedge • Linkdex • SEO Clarity • Search Metrics • Search Light • SEO analytics are essential.
  • 186. Google Not Provided Holds at 84%. Analytics & Reporting 197 4
  • 187. Safari, Android Users Over-Represented in Provided Queries Analytics & Reporting 198 4
  • 188. Analytics & Reporting Brightedge keyword groups
  • 189. Analytics & Reporting SearchMetrics keyword groups
  • 190. Analytics & Reporting SearchMetrics „tags‟
  • 191. You‟ll need multiple tools. Analytics & Reporting 202 4 Inexpensive / free: • SEMRush • SpyFu • Tools.SEOBook.com • Wordstream
  • 192. • The Ecommerce Ecosystem • Technical Work • On-page & Content Work • Social & Off-page Work • Analytics & Reporting Work • Departmental & Corporate Stuff Today‟s Talk is Wide and DeepAGENDA @audette
  • 193. Teams don‟t talk
  • 194. SEO is the bridge builder
  • 195. This is what happens when departments are siloed. Help Teams Talk Got 1 million links. Didn‟t tell SEO.
  • 196. This is what happens when departments are siloed. Help Teams Talk I can‟t imagine what went wrong. Got 1 million links. Didn‟t tell SEO.
  • 197. This is what happens when departments are siloed. Help Teams Talk SEO found out.
  • 198. This is what happens when departments are siloed. Help Teams Talk Fix implemented.
  • 199. This is what happens when departments are siloed. Help Teams Talk Fix implemented.
  • 200. It‟s cliché, but breaking down silos is crucial. Help Teams Talk
  • 201. Help Teams Talk This is SEO.
  • 202. #SearchFest Adam Audette aaudette@rimmkaufman.com @audette Questions
  • 203. #SearchFest Adam Audette aaudette@rimmkaufman.com @audette Questions