SEO for Large Ecommerce Sites - Adam Audette's SMX West Presentation

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Adam Audette offers a short-but-sweet look at SEO for ecommerce sites, using Zappos.com for the example.

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SEO for Large Ecommerce Sites - Adam Audette's SMX West Presentation

  1. 1. SEO for Ecommerce <ul><li>SMX West 2009 </li></ul>Adam Audette AudetteMedia, Inc
  2. 2. A little background... <ul><li>2nd generation search marketer </li></ul><ul><li>President, Chief Geek of AudetteMedia, Inc </li></ul><ul><li>Head up SEO for Zappos </li></ul><ul><ul><li>with Zappos since 2001 </li></ul></ul><ul><li>Also a senior SEO strategist for large int’l agency (who keeps me a secret) </li></ul>
  3. 4. Zappos Search <ul><li>2008: Over $1,000,000,000 in sales </li></ul><ul><li>Robust paid search program </li></ul><ul><li>Innovative organic search program </li></ul><ul><ul><li>‘ Top-down’ model </li></ul></ul><ul><ul><li>Increasingly important internally </li></ul></ul><ul><li>~45% of traffic due to search </li></ul>
  4. 5. SEO for Ecommerce <ul><li>Look for scale </li></ul><ul><li>Look to leverage what you have </li></ul><ul><li>Focus on the user experience </li></ul><ul><ul><li>“ ... search engines follower users... ” -Bob Massa </li></ul></ul>
  5. 6. And of course... SERP Domination! (relevant, user-centric domination)
  6. 8. Some Top Criteria <ul><li>URLs </li></ul><ul><li>Internal linking </li></ul><ul><li>Content </li></ul><ul><li>Internal linking </li></ul><ul><li>Backlink acquisition </li></ul><ul><li>Internal linking </li></ul>
  7. 9. Fun Projects <ul><li>Sometimes easier to get buy-in </li></ul><ul><li>Gets dev thinking less about SEO </li></ul><ul><ul><li>(sometimes that’s a good thing) </li></ul></ul><ul><li>Keeps the focus on providing value </li></ul>
  8. 13. Thank you! follow me on twitter: http://twitter.com/audette contact me: [email_address] www. audettemedia.com More cool stuff: www.audettemedia.com/blog

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