SEO for Ecommerce SMX West 2009 Adam Audette AudetteMedia, Inc

SMX West 2009

A little background... 2nd generation search marketer President, Chief Geek of AudetteMedia, Inc Head up SEO for Zappos with Zappos since 2001 Also a senior SEO strategist for large int’l agency (who keeps me a secret)

2nd generation search marketer

President, Chief Geek of AudetteMedia, Inc

Head up SEO for Zappos

with Zappos since 2001

Also a senior SEO strategist for large int’l agency (who keeps me a secret)

Zappos Search 2008: Over $1,000,000,000 in sales Robust paid search program Innovative organic search program ‘ Top-down’ model Increasingly important internally ~45% of traffic due to search

2008: Over $1,000,000,000 in sales

Robust paid search program

Innovative organic search program

‘ Top-down’ model

Increasingly important internally

~45% of traffic due to search

SEO for Ecommerce Look for scale Look to leverage what you have Focus on the user experience “ ... search engines follower users... ” -Bob Massa

Look for scale

Look to leverage what you have

Focus on the user experience

“ ... search engines follower users... ” -Bob Massa

And of course... SERP Domination! (relevant, user-centric domination)

Some Top Criteria URLs Internal linking Content Internal linking Backlink acquisition Internal linking

URLs

Internal linking

Content

Internal linking

Backlink acquisition

Internal linking

Fun Projects Sometimes easier to get buy-in Gets dev thinking less about SEO (sometimes that’s a good thing) Keeps the focus on providing value

Sometimes easier to get buy-in

Gets dev thinking less about SEO

(sometimes that’s a good thing)

Keeps the focus on providing value

Thank you! follow me on twitter: http://twitter.com/audette contact me: [email_address] www. audettemedia.com More cool stuff: www.audettemedia.com/blog