SEO for Ecommerce
Adam Audette
@audette
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
...
Let us begin
Amazon sells more online than its next 12 competitors combined
Wall Street Journal, August 27, 2013
Yet continues to grow at 30% & command large amounts of new internet sales
Wall Street Journal, August 27, 2013
You need a brand to compete
YOU NEED TO DIFFERENTIATE TO
COMPETE
40% of companies use social as their primary digital tool to reach customers.
McKinsey Quarterly, April 2012, Demystifying...
You need a social strategy to compete
You need strong technical to compete
You need a content strategy to compete
Shrinking Organic SERP Real Estate
This is what happens when you
do SEO right
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
...
Technical SEO on ecommerce sites can be huge.
There‟s Gold In Those Hills!
Pagination
Faceted Navigation
Site Search
Speed...
@audette
Do: create list of top priorities
Do: understand their impact
@audette
Don‟t: create giant SEO audit
Don‟t: create laundry list of “issues”
1.Identify top priorities
2.Sync with business
3.Create bugs and ship!
These are typically* the highest priority areas
Technical SEO for Ecommerce
*it always depends
• Duplication
• Faceted Nav...
Ecommerce sites commonly have dupe issues at the product level
• Use forensics to delve into the issue (just a few tools,
...
Discovery, forensics, and some quick SEO hacks
• Step 1: crawl the site. Screaming Frog.
• Option: use their XML sitemap
•...
Exporting GWT’s top pages for crawling
Duplication
Grab that one.
Duplication
Exporting GWT’s
top pages for
crawling
Exporting GWT’s top pages for crawling
Duplication
The best insights come from ALL THE THINGS.
Duplication
You have two choices:
Build an enterprise crawler of your own
OR
U...
Google’s index can give you answers.
Duplication
Search modifiers are the tl;dr of SEO forensics.
Duplication
My favorite site searches for dupe content:
• site:mydomain.c...
Search modifiers are the tl;dr of SEO forensics.
Duplication
My favorite site searches for dupe content:
• site:mydomain.c...
Duplication
Easy Wins
Search modifiers are the tl;dr of SEO forensics.
Duplication
My favorite site searches for dupe content:
• inurl:prodID=12...
Faceted navigations pose crawling challenges.
Keep it focused on user behavior.
• What facets represent search queries bes...
Faceted Navigation
Important facets for SEO
Faceted Navigation
NOT important facets for SEO
Be discriminating with what gets crawled.
Examples to crawl:
• category, brand, item, type
Examples to not crawl:
• size, ...
Tools to use for crawling controls on facets.
Ensure URLs are constructed only one way.
• No creation of different URLs ba...
“Using non-standard encoding is just
asking for trouble.”
– Mehmet Aktuna
Google Crawling Team
Hey, that‟s
what we
always say!
“Using non-standard encoding is just
asking for trouble.”
– Mehmet Aktuna
Google Crawling ...
Non-standard encoding means using
characters in URLs like : , [ ] …
“It‟s totally uncool.”
– Rainbow Dash, My Little Pony
Tools to use for crawling controls on facets.
Faceted Navigation
Use rel=nofollow on non-essential facets.
• Links can sti...
Tools to use for crawling controls on facets.
Faceted Navigation
Option: place all unnecessary facets in a unique director...
Tools to use for crawling controls on facets.
Faceted Navigation
Issues with robots.txt
• It‟s a sledgehammer approach
• N...
Links are crawled but URLs are blocked.
Faceted
Navigation
Tools to use for
crawling controls
on facets.
Tools to use for crawling controls on facets.
Faceted Navigation
Parameter Handling
• Powerful and configurable
• Can scre...
Faceted Navigation
Faceted Navigation
@audette
Ah meta noindex…yes very interesting
What about meta noindex?
Faceted Navigation
Meta noindex is strangely absent from Google‟s advice.
• I‟m less confident in...
Sorts/views shouldn‟t be crawled.
Pages should be consolidated.
Sorts shouldn’t be crawled.
Sorts & Pages
Sorts are different views of the same data set.
• Use rel=nofollow on sort links...
Sorts shouldn’t be crawled.
Sorts & Pages
Sorts are different views of the same data set.
• Have sort links coded as page ...
There are two main ways to consolidate pages.
Sorts & Pages
Use either rel next/prev or rel canonical.
• Rel prev/next cre...
There are two main ways to consolidate pages.
Sorts & Pages
Use either rel next/prev or rel canonical.
• Rel canonical, if...
Speaking of speed …
Site speed is crucial.
Speed
• 40% of your visitors will abandon a site if loading takes
longer than 3 seconds (Gomez)
• H...
Site speed is crucial.
Speed
If an ecommerce site makes $100k in revenue per
day, a 1 second load delay equates to $2.5M i...
That hurts the bottom line.
Speed
Study up
Google‟s Guide to
Web Performance
https://developers.google.com/speed/docs/best-
practices/rules_intro
Speed
Study up
Yahoo!‟s Guide to
Page Speed
http://developer.yahoo.com/yslow/
Tools
Speed
• Google Page Speed: Yslow
• Pingdom: WebpageTest.org
• Load Impact
“Search results in our search results.”
There’s a best practice, and a reality.
Site Search & SEO
Best Practice
• Site search pages should be fast.
• They should ...
There’s a best practice, and a reality.
Site Search & SEO
Unfortunate Reality
• Lots of site search pages are really basic...
There’s a best practice, and a reality.
Site Search & SEO
Reality
• Lots of site search pages are really basic
• They can ...
Site Search &
SEO
Fortune 10
ecommerce brand
Pages Displayed in Non-Branded SERPs
Heavily reliant
on site search.
Answer these questions before doing anything.
1. How much organic traffic are search pages responsible for?
1. How are eng...
What should you do?
Site Search & SEO
Answer these questions before doing anything.
2. Balanced with above, are these page...
Hmm….
Mobile is growing faster than desktop.
No one knows what
to do.
Mobile is growing faster than desktop.
Windows Tablets High, Kindle Fire Among Lowest
Revenue-per-Click by Device
Here’s what we recommend.
Mobile
Get the sites accessible on mobile devices.
Build responsive sites (as a foundation).
Can...
Here’s what we recommend.
Mobile
Get the sites accessible on mobile devices.
All major implementations are supported, and ...
Here’s what we recommend.
Mobile
Other good things:
• Minimize redirects, each adds 0.6 second delay.
• Serve tablet users...
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
...
For ecommerce, „native‟ content is limited.
Content & On-Page
• Category pages
• Product pages
• Buyer‟s guides
• Reviews
...
It‟s ALL ABOUT THE EXPERIENCE
Content & On-Page
Look to Amazon for industry leading experiences.
Content & On-Page
This is valuable.
I see what you did there…
Content & On-Page
Both product descriptions featured.
Making it easy for me, thanks Amazon.
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 bu...
I expect these
Nice SERP display
Option but I don‟t want to bid
Can‟t buy here
Thin experience
Out of stock
Thin experienc...
This experience is just so much better.
Content & On-Page
This is valuable.
Content &
On-Page
Product Inventory,
product flux
Try to make this less sucky.
When Permanently Out of Stock, Option 1
Content & On-Page
301 the URL to a newer replacement product
(This is rarely how p...
When Permanently Out of Stock, Option 2
Content & On-Page
404 the URL if no newer product exists
(This is hard core)
When Permanently Out of Stock, Option 3
Content & On-Page
Continue serving the page with messaging and good
recommendation...
Content &
On-Page
Don‟t do it like
this…
Tad Chef
http://blog.ahrefs.com/ecommerce-out-of-stock-products/
Content &
On-Page
Don‟t do it like
this…
Doubly sucky.
More helpful
Here‟s a good out of stock message.
Content & On-Page
Tad Chef
http://blog.ahrefs.com/ecommerce-out-of-stock-products/
Tad Chef
http://blog.ahrefs.com/ecommerce-out-of-stock-products/
Content & On-Page Content &
On-Page
Great
Alternatives
Here
Tad Chef
http://blog.ahrefs.com/ecommerce-out-of-stock-product...
What if products are coming back in?
Content & On-Page
Continue serving the page with messaging and
recommendations (same ...
Category pages are the „hubs‟
Content & On-Page
Category pages are the „hubs‟
Content & On-Page
category
subcat
product
product
subcat
product
product
Content & On-Page
category
subcat
product
product
subcat
product
product
Constant,
Equity full,
Heavily linked
Content & On-Page
category
subcat
product
product
subcat
product
product
Constant,
Equity full,
Heavily linked
Lot of flux...
Content & On-Page
Categories as useful content
Seasonal pages and „themes‟
Content & On-Page
Your inventory is your content.
Content & On-Page
• Tons of content opportunities with inventory
• Buyers guides, reviews ...
Your inventory is your content.
Content & On-Page
• You can wrap and re-wrap your inventory in creative ways
Say it with me:
topics, not
keywords!
Content & On-Page
Content & On-Page
TOPICS, not terms
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
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...
Very broad categories…
Content & On-Page
Topic Top Query Examples Monthly Search Volume
Generic Custom / Personal
personal...
… to more narrow
Content & On-Page
Topic Example Queries Search Volume
Wedding / Bridal / Grooms personalized wedding gift...
Comparison Calvin
Content & On-Page
“The pledges need quality embroidered shirts
for a golf tournament they‟re playing in....
Comparison Calvin
Content & On-Page
“The pledges need quality embroidered shirts
for a golf tournament they‟re playing in....
Comparison Calvin
Content & On-Page
“The pledges need quality embroidered shirts
for a golf tournament they‟re playing in....
Spend a lot of time on SERP presentation, says Derpy!
Content & On-Page
The SERP display is where it all begins
Content & On-PageAMZN doesn‟t do schema
Rich snippets
Great URL. But wigs??
Really...
The SERP display is where it all begins
Content & On-Page
Click-worthy
Secondary Choices
The SERP display is where it all begins
Content & On-Page
Ignored
The SERP display is where it all begins
Content & On-Page
SERP Presentation is Critical
The SERP display is where it all begins
Content & On-Page
SERP Presentation is Critical
It impacts CTR!
And can even
influ...
The SERP display is where it all begins
Content & On-Page
SERP Presentation is Critical
How about an
example?
Useful Example
on Organic CTRWhat happens when
video thumbnails
appear for product
pages?
Content &
On-Page
Content &
On-Page
Not actually a video.
Video thumbnails on product pages plummet CTR
Content & On-Page
Whoops! Product pages are
listed in the video sitemap
(vid...
Content & On-Page
But what did this do to
CTR?
Queries with Video Thumbnail Queries without Video Thumbnail
THIS.
AVERAGE QUERY CLICK-THROUGH RATE
2% 17%
Queries with Video Thumbnail Queries without Video Thumbnail
THIS.
AVERAGE QUERY CLICK-THROUGH RATE
2% 17%
Users didn‟t wa...
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
...
Users prefer tablets for search.
Social Sites for Ecommerce
Facebook is 57% of Social Visits; Pinterest grows fastest.
Social Sites for Ecommerce
Social Sites Refer ~1.3% of All-Site Visits
Social Sites for Ecommerce
Mobile sends 31% of social traffic.
Social Sites for Ecommerce
Social not responsible for much with last touch
Social Sites for Ecommerce
A first touch model helps social a tiny bit.
Social Sites for Ecommerce
Social Has A
Growing Impact
On Core Retail
Social Has A
Growing Impact
On Core Retail
Source: Internet Retailer, 2014 Soci...
Social Has A
Growing Impact
On Core Retail
Source: Internet Retailer, 2014 Social Media 500 &
Business Insider
• “Sales funnel” no
longer an accurate
model for online
retail environment
• Does not reflect the
open-ended nature
of soc...
EVALUATE
ADVOCATE
BOND
EXPERIENCE
BUYBUY
CONSIDER
Interests
Concerns
Needs
NEW CONSUMER JOURNEY
EVALUATE
BOND
ADVOCATE
BOND
ADVOCATE
EXPERIENCE
EXPERIENCE
LOYALTY LOOP
BUYBUY
CONSIDER
Interests
Concerns
Needs
NEW CONSU...
EVALUATE
BOND
ADVOCATE
EXPERIENCE
LOYALTY LOOP
BUY
CONSIDER
Interests
Concerns
Needs
where SEO
comes into play
NEW CONSUME...
EVALUATE
BOND
ADVOCATE
EXPERIENCE
LOYALTY LOOP
BUY
CONSIDER
Interests
Concerns
Needs
where social
comes into play
NEW CONS...
• Monitoring
• Responding
• Amplifying
• Leading
NEW CONSUMER JOURNEY
EVALUATE
BOND
ADVOCATE
EXPERIENCE
LOYALTY LOOP
BUY
CONSIDER
Interests
Concerns
Needs
Monitoring
NEW CONSUMER JOURNEY
EVALUATE
BOND
ADVOCATE
EXPERIENCE
LOYALTY LOOP
BUY
CONSIDER
Interests
Concerns
Needs
Reputation Management
Customer Servic...
EVALUATE
BOND
ADVOCATE
EXPERIENCE
LOYALTY LOOP
BUY
CONSIDER
Interests
Concerns
Needs
Referrals & Recommendations
Brand Adv...
EVALUATE
BOND
ADVOCATE
EXPERIENCE
LOYALTY LOOP
BUY
CONSIDER
Interests
Concerns
Needs
Brand Content Awareness
Product Launc...
Role of Social
Media
Takeaways
The consumer journey has
changed.
The new model reflects
stages where brands can
exert infl...
Role of Social
Media
Takeaways
Got any examples, guy?
JoS. A. Bank
Facebook
Source: http://www.facebook.com/Jos.A.Bank.Clothiers.Inc
JoS. A. Bank
Facebook
Source: m.facebook.com/Jos.A.Bank.Clothiers.Inc
Post Length
Facebook
Source: http://socialmediatoday.com/morgan-j-arnold/566350/optimizing-facebook-engagement-effect-post...
Unbranded content
Facebook
Source: https://www.facebook.com/MensWearhouse
Engagement
Facebook
Source: https://www.facebook.com/BrooksBrothers
Engagement
Facebook
Source: https://www.facebook.com/Nordstrom
Cross-pollination
Facebook
Source: https://www.facebook.com/BrooksBrothers
Facebook
Takeaways
Post more unbranded content
Simplify CTAs
Post adjacent interests
Deepen connections by supporting
issu...
Inline Image Preview
Twitter
Source: https://twitter.com/BrooksBrothers
Images and engagement
Twitter
Source: http://blog.bufferapp.com/the-power-of-twitters-new-expanded-images-and-how-to-make-...
Twitter
Takeaways
Platform is suited to creating and
leading conversations
Easy for pushing out low-cost
content
Use brand...
Pinterest
22%
60%
Pinterest
Pinterest traffic converts to sale 22% more than
Facebook traffic.
Pinterest traffic spends 60% more than
Facebo...
JoS. A. Bank
Pinterest
Source: http://www.pinterest.com/josabank/
Nordstrom
Pinterest
Source: http://www.pinterest.com/nordstrom/
Nordstrom
Pinterest
Source: http://www.pinterest.com/nordstrom/
Pinterest
Takeaways
Boards are an opportunity to
showcase brand‟s aesthetic and
personality
Organize and curate boards usi...
Nordstrom
Instagram
Source: http://instagram.com/nordstrom
Nordstrom
Instagram
Source: http://instagram.com/nordstrom
Nordstrom
Instagram
Source: http://instagram.com/nordstrom
JoS. A. Bank
Google+
Source: https://plus.google.com/111895265730261374585/posts
JoS. A. Bank
YouTube
Source: https://plus.google.com/+BrooksBrothers/posts
Men‟s Wearhouse
YouTube
Source: http://www.youtube.com/user/MensWearhouse
Men‟s Wearhouse
YouTube
Source: http://www.youtube.com/user/MensWearhouse
Real Men Real Style Group
LinkedIn
Source: http://www.linkedin.com/groups/Real-Men-Real-Style-Wardrobe-4063499
Real Men Real Style Group
LinkedIn
Source: http://www.linkedin.com/groups/Real-Men-Real-Style-Wardrobe-4063499
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work & Off-page Work
• Analytics &...
Thinking about reporting on SEO
It‟s not about keywords.1
Focus on bottom-line metrics that matter.2
Engagement metrics ar...
It‟s not about keywords.
Analytics & Reporting
186
Track topics or page types instead of queries.
1
Track topics or page types instead of queries.
It‟s not about keywords.
Analytics & Reporting
1
More insightful
(queries
c...
Analytics & Reporting
Roll metrics up to the URL level.
It‟s not about keywords.1
Analytics & Reporting
Queries
CR
Traffic
CTR
Bounce
Rate
If I were a
URL
And these
my metrics
Analytics & Reporting
Queries
CR
Traffic
CTR
Bounce
Rate
GWT and/or scraped data
Analytics
Analytics
GWT
Analytics
It looks like this.
Analytics & Reporting
191
GWT URL data Analytics URL data
Most helpful with multiple data views
Analytics & Reporting
192
Several different views
Track bottom line metrics.
Analytics & Reporting
193A
• Revenue from organic
• Organic traffic by search engine
• Organic ...
Analytics & Reporting
• Use content groupings in GA
• Hit level only
• Useful for ecommerce page types
Track bottom line m...
Engagement metrics
Analytics & Reporting
195
3
• Time on page, avg. pages/visit, time on site
• Very useful to spot poor e...
You‟ll need multiple tools.
Analytics & Reporting
196
4
• Best in class:
• Brightedge
• Linkdex
• SEO Clarity
• Search Met...
Google Not Provided Holds at 84%.
Analytics & Reporting
197
4
Safari, Android Users Over-Represented in Provided Queries
Analytics & Reporting
198
4
Analytics & Reporting
Brightedge keyword groups
Analytics & Reporting
SearchMetrics keyword groups
Analytics & Reporting
SearchMetrics „tags‟
You‟ll need multiple tools.
Analytics & Reporting
202
4
Inexpensive / free:
• SEMRush
• SpyFu
• Tools.SEOBook.com
• Wordst...
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
...
Teams don‟t talk
SEO is the bridge builder
This is what happens when departments are siloed.
Help Teams Talk
Got 1 million links. Didn‟t tell SEO.
This is what happens when departments are siloed.
Help Teams Talk
I can‟t
imagine
what went
wrong.
Got 1 million links. Di...
This is what happens when departments are siloed.
Help Teams Talk
SEO found out.
This is what happens when departments are siloed.
Help Teams Talk
Fix implemented.
This is what happens when departments are siloed.
Help Teams Talk
Fix implemented.
It‟s cliché, but breaking down silos is crucial.
Help Teams Talk
Help Teams Talk
This is SEO.
#SearchFest
Adam Audette
aaudette@rimmkaufman.com
@audette
Questions
#SearchFest
Adam Audette
aaudette@rimmkaufman.com
@audette
Questions
SEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive Guide
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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.

Slides broken into sections:

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

Published 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.
  • SEO for Ecommerce: A Comprehensive Guide

    1. 1. SEO for Ecommerce Adam Audette @audette
    2. 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. 3. Let us begin
    4. 4. Amazon sells more online than its next 12 competitors combined Wall Street Journal, August 27, 2013
    5. 5. Yet continues to grow at 30% & command large amounts of new internet sales Wall Street Journal, August 27, 2013
    6. 6. You need a brand to compete
    7. 7. YOU NEED TO DIFFERENTIATE TO COMPETE
    8. 8. 40% of companies use social as their primary digital tool to reach customers. McKinsey Quarterly, April 2012, Demystifying Social Meda
    9. 9. You need a social strategy to compete
    10. 10. You need strong technical to compete
    11. 11. You need a content strategy to compete
    12. 12. Shrinking Organic SERP Real Estate
    13. 13. This is what happens when you do SEO right
    14. 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. 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. 16. @audette Do: create list of top priorities Do: understand their impact
    17. 17. @audette Don‟t: create giant SEO audit Don‟t: create laundry list of “issues”
    18. 18. 1.Identify top priorities 2.Sync with business 3.Create bugs and ship!
    19. 19. These are typically* the highest priority areas Technical SEO for Ecommerce *it always depends • Duplication • Faceted Navigation • Pagination • Speed • Site Search • Mobile
    20. 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. 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. 22. Exporting GWT’s top pages for crawling Duplication Grab that one.
    23. 23. Duplication Exporting GWT’s top pages for crawling
    24. 24. Exporting GWT’s top pages for crawling Duplication
    25. 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. 26. Google’s index can give you answers. Duplication
    27. 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. 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. 29. Duplication Easy Wins
    30. 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. 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. 32. Faceted Navigation Important facets for SEO
    33. 33. Faceted Navigation NOT important facets for SEO
    34. 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. 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. 36. “Using non-standard encoding is just asking for trouble.” – Mehmet Aktuna Google Crawling Team
    37. 37. Hey, that‟s what we always say! “Using non-standard encoding is just asking for trouble.” – Mehmet Aktuna Google Crawling Team
    38. 38. Non-standard encoding means using characters in URLs like : , [ ] …
    39. 39. “It‟s totally uncool.” – Rainbow Dash, My Little Pony
    40. 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. 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. 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. 43. Links are crawled but URLs are blocked. Faceted Navigation Tools to use for crawling controls on facets.
    44. 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. 45. Faceted Navigation
    46. 46. Faceted Navigation
    47. 47. @audette Ah meta noindex…yes very interesting
    48. 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. 49. Sorts/views shouldn‟t be crawled.
    50. 50. Pages should be consolidated.
    51. 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. 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. 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. 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. 55. Speaking of speed …
    56. 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. 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. 58. That hurts the bottom line.
    59. 59. Speed Study up Google‟s Guide to Web Performance https://developers.google.com/speed/docs/best- practices/rules_intro
    60. 60. Speed Study up Yahoo!‟s Guide to Page Speed http://developer.yahoo.com/yslow/
    61. 61. Tools Speed • Google Page Speed: Yslow • Pingdom: WebpageTest.org • Load Impact
    62. 62. “Search results in our search results.”
    63. 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. 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. 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. 66. Site Search & SEO Fortune 10 ecommerce brand Pages Displayed in Non-Branded SERPs Heavily reliant on site search.
    67. 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. 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. 69. Hmm….
    70. 70. Mobile is growing faster than desktop.
    71. 71. No one knows what to do. Mobile is growing faster than desktop.
    72. 72. Windows Tablets High, Kindle Fire Among Lowest Revenue-per-Click by Device
    73. 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. 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. 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. 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. 77. For ecommerce, „native‟ content is limited. Content & On-Page • Category pages • Product pages • Buyer‟s guides • Reviews • Blog content
    78. 78. It‟s ALL ABOUT THE EXPERIENCE Content & On-Page
    79. 79. Look to Amazon for industry leading experiences. Content & On-Page This is valuable.
    80. 80. I see what you did there… Content & On-Page Both product descriptions featured.
    81. 81. Making it easy for me, thanks Amazon.
    82. 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. 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. 84. This experience is just so much better. Content & On-Page This is valuable.
    85. 85. Content & On-Page Product Inventory, product flux Try to make this less sucky.
    86. 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. 87. When Permanently Out of Stock, Option 2 Content & On-Page 404 the URL if no newer product exists (This is hard core)
    88. 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. 89. Content & On-Page Don‟t do it like this… Tad Chef http://blog.ahrefs.com/ecommerce-out-of-stock-products/
    90. 90. Content & On-Page Don‟t do it like this… Doubly sucky.
    91. 91. More helpful
    92. 92. Here‟s a good out of stock message. Content & On-Page Tad Chef http://blog.ahrefs.com/ecommerce-out-of-stock-products/
    93. 93. Tad Chef http://blog.ahrefs.com/ecommerce-out-of-stock-products/
    94. 94. Content & On-Page Content & On-Page Great Alternatives Here Tad Chef http://blog.ahrefs.com/ecommerce-out-of-stock-products/
    95. 95. What if products are coming back in? Content & On-Page Continue serving the page with messaging and recommendations (same approach as before)
    96. 96. Category pages are the „hubs‟ Content & On-Page
    97. 97. Category pages are the „hubs‟ Content & On-Page category subcat product product subcat product product
    98. 98. Content & On-Page category subcat product product subcat product product Constant, Equity full, Heavily linked
    99. 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. 100. Content & On-Page Categories as useful content
    101. 101. Seasonal pages and „themes‟ Content & On-Page
    102. 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. 103. Your inventory is your content. Content & On-Page • You can wrap and re-wrap your inventory in creative ways
    104. 104. Say it with me: topics, not keywords! Content & On-Page
    105. 105. Content & On-Page TOPICS, not terms
    106. 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. 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. 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. 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. 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. 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. 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. 113. Spend a lot of time on SERP presentation, says Derpy! Content & On-Page
    114. 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. 115. The SERP display is where it all begins Content & On-Page Click-worthy Secondary Choices
    116. 116. The SERP display is where it all begins Content & On-Page Ignored
    117. 117. The SERP display is where it all begins Content & On-Page SERP Presentation is Critical
    118. 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. 119. The SERP display is where it all begins Content & On-Page SERP Presentation is Critical How about an example?
    120. 120. Useful Example on Organic CTRWhat happens when video thumbnails appear for product pages? Content & On-Page
    121. 121. Content & On-Page Not actually a video.
    122. 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. 123. Content & On-Page But what did this do to CTR?
    124. 124. Queries with Video Thumbnail Queries without Video Thumbnail THIS. AVERAGE QUERY CLICK-THROUGH RATE 2% 17%
    125. 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. 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. 127. Users prefer tablets for search. Social Sites for Ecommerce
    128. 128. Facebook is 57% of Social Visits; Pinterest grows fastest. Social Sites for Ecommerce
    129. 129. Social Sites Refer ~1.3% of All-Site Visits Social Sites for Ecommerce
    130. 130. Mobile sends 31% of social traffic. Social Sites for Ecommerce
    131. 131. Social not responsible for much with last touch Social Sites for Ecommerce
    132. 132. A first touch model helps social a tiny bit. Social Sites for Ecommerce
    133. 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. 134. Social Has A Growing Impact On Core Retail Source: Internet Retailer, 2014 Social Media 500 & Business Insider
    135. 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. 136. EVALUATE ADVOCATE BOND EXPERIENCE BUYBUY CONSIDER Interests Concerns Needs NEW CONSUMER JOURNEY
    137. 137. EVALUATE BOND ADVOCATE BOND ADVOCATE EXPERIENCE EXPERIENCE LOYALTY LOOP BUYBUY CONSIDER Interests Concerns Needs NEW CONSUMER JOURNEY
    138. 138. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs where SEO comes into play NEW CONSUMER JOURNEY
    139. 139. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs where social comes into play NEW CONSUMER JOURNEY
    140. 140. • Monitoring • Responding • Amplifying • Leading NEW CONSUMER JOURNEY
    141. 141. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs Monitoring NEW CONSUMER JOURNEY
    142. 142. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs Reputation Management Customer Service Responding NEW CONSUMER JOURNEY
    143. 143. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs Referrals & Recommendations Brand Advocacy Amplifying Fostering Communities NEW CONSUMER JOURNEY
    144. 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. 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. 146. Role of Social Media Takeaways Got any examples, guy?
    147. 147. JoS. A. Bank Facebook Source: http://www.facebook.com/Jos.A.Bank.Clothiers.Inc
    148. 148. JoS. A. Bank Facebook Source: m.facebook.com/Jos.A.Bank.Clothiers.Inc
    149. 149. Post Length Facebook Source: http://socialmediatoday.com/morgan-j-arnold/566350/optimizing-facebook-engagement-effect-post-length
    150. 150. Unbranded content Facebook Source: https://www.facebook.com/MensWearhouse
    151. 151. Engagement Facebook Source: https://www.facebook.com/BrooksBrothers
    152. 152. Engagement Facebook Source: https://www.facebook.com/Nordstrom
    153. 153. Cross-pollination Facebook Source: https://www.facebook.com/BrooksBrothers
    154. 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. 155. Inline Image Preview Twitter Source: https://twitter.com/BrooksBrothers
    156. 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. 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. 158. Pinterest 22% 60%
    159. 159. Pinterest Pinterest traffic converts to sale 22% more than Facebook traffic. Pinterest traffic spends 60% more than Facebook traffic.
    160. 160. JoS. A. Bank Pinterest Source: http://www.pinterest.com/josabank/
    161. 161. Nordstrom Pinterest Source: http://www.pinterest.com/nordstrom/
    162. 162. Nordstrom Pinterest Source: http://www.pinterest.com/nordstrom/
    163. 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. 164. Nordstrom Instagram Source: http://instagram.com/nordstrom
    165. 165. Nordstrom Instagram Source: http://instagram.com/nordstrom
    166. 166. Nordstrom Instagram Source: http://instagram.com/nordstrom
    167. 167. JoS. A. Bank Google+ Source: https://plus.google.com/111895265730261374585/posts
    168. 168. JoS. A. Bank YouTube Source: https://plus.google.com/+BrooksBrothers/posts
    169. 169. Men‟s Wearhouse YouTube Source: http://www.youtube.com/user/MensWearhouse
    170. 170. Men‟s Wearhouse YouTube Source: http://www.youtube.com/user/MensWearhouse
    171. 171. Real Men Real Style Group LinkedIn Source: http://www.linkedin.com/groups/Real-Men-Real-Style-Wardrobe-4063499
    172. 172. Real Men Real Style Group LinkedIn Source: http://www.linkedin.com/groups/Real-Men-Real-Style-Wardrobe-4063499
    173. 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. 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. 175. It‟s not about keywords. Analytics & Reporting 186 Track topics or page types instead of queries. 1
    176. 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. 177. Analytics & Reporting Roll metrics up to the URL level. It‟s not about keywords.1
    178. 178. Analytics & Reporting Queries CR Traffic CTR Bounce Rate If I were a URL And these my metrics
    179. 179. Analytics & Reporting Queries CR Traffic CTR Bounce Rate GWT and/or scraped data Analytics Analytics GWT Analytics
    180. 180. It looks like this. Analytics & Reporting 191 GWT URL data Analytics URL data
    181. 181. Most helpful with multiple data views Analytics & Reporting 192 Several different views
    182. 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. 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. 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. 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. 186. Google Not Provided Holds at 84%. Analytics & Reporting 197 4
    187. 187. Safari, Android Users Over-Represented in Provided Queries Analytics & Reporting 198 4
    188. 188. Analytics & Reporting Brightedge keyword groups
    189. 189. Analytics & Reporting SearchMetrics keyword groups
    190. 190. Analytics & Reporting SearchMetrics „tags‟
    191. 191. You‟ll need multiple tools. Analytics & Reporting 202 4 Inexpensive / free: • SEMRush • SpyFu • Tools.SEOBook.com • Wordstream
    192. 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. 193. Teams don‟t talk
    194. 194. SEO is the bridge builder
    195. 195. This is what happens when departments are siloed. Help Teams Talk Got 1 million links. Didn‟t tell SEO.
    196. 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. 197. This is what happens when departments are siloed. Help Teams Talk SEO found out.
    198. 198. This is what happens when departments are siloed. Help Teams Talk Fix implemented.
    199. 199. This is what happens when departments are siloed. Help Teams Talk Fix implemented.
    200. 200. It‟s cliché, but breaking down silos is crucial. Help Teams Talk
    201. 201. Help Teams Talk This is SEO.
    202. 202. #SearchFest Adam Audette aaudette@rimmkaufman.com @audette Questions
    203. 203. #SearchFest Adam Audette aaudette@rimmkaufman.com @audette Questions
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