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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.

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

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Transcript

  • 1. SEO for Ecommerce
    • SMX West 2009
    Adam Audette AudetteMedia, Inc
  • 2. 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)
  • 3.  
  • 4. 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
  • 5. SEO for Ecommerce
    • Look for scale
    • Look to leverage what you have
    • Focus on the user experience
      • “ ... search engines follower users... ” -Bob Massa
  • 6. And of course... SERP Domination! (relevant, user-centric domination)
  • 7.  
  • 8. Some Top Criteria
    • URLs
    • Internal linking
    • Content
    • Internal linking
    • Backlink acquisition
    • Internal linking
  • 9. 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
  • 10.  
  • 11.  
  • 12.  
  • 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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