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Trends in Ecommerce: Buyer Behavior, SEO, and more - Adam Audette - Pubcon 2010

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Adam Audette's presentation from Pubcon 2010. Trends in ecommerce are covered, including shopping behavior, Google Instant and SEO, case study showing the effectiveness of the rel=canonical SEO meta ...

Adam Audette's presentation from Pubcon 2010. Trends in ecommerce are covered, including shopping behavior, Google Instant and SEO, case study showing the effectiveness of the rel=canonical SEO meta tag, power of video in ecommerce, why Bing is important, and visual search.

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Trends in Ecommerce: Buyer Behavior, SEO, and more - Adam Audette - Pubcon 2010 Trends in Ecommerce: Buyer Behavior, SEO, and more - Adam Audette - Pubcon 2010 Presentation Transcript

  • Trends in Ecommerce Adam Audette – President/CEO AudetteMedia, Inc.
  • What Shoppers Want
  • What do consumers want?
    • Brand Loyalty is Less Important
    • Free Shipping is More Important
    • Deals are More Important
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  • CSEs Gaining Ground
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  • 51% of shoppers are “somewhat likely” to cancel their entire order if free shipping is not offered!
  • Takeaways
    • Free shipping is huge
    • Offer discounts, rewards, incentives
    • Need to differentiate strongly
  • Video Sells
  • Video is Powerful
    • 65% of people are visual learners
    • People process info 30% quicker with video + text, opposed to just text
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  • Takeaways
    • Experiment with product videos
    • Ensure SEO is applied
    • Visual search and browse are the future
  • Instant and Ecommerce
  • Google Instant: Impact?
  • Case 1: $1.5bil retailer
  • Case 2: $300mil retailer
  • Sample of 12 Retailers
  • Takeaways
    • Instant does not have significant impact
    • MayDay a much bigger impact on SEO
    • More time and research needed
  • More Reading
    • Conductor: blog.conductor.com
    • Seer Interactive: seerinteractive.com/blog
  • Rel Canonical Works
  • Rel Canonical Case Study
    • Large single-channel retailer
    • Excessive duplicate product pages
    • Controlled changes: rel canonical and XML sitemaps
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  • Increases in Traffic and Revenue
  • Takeaways
    • Number of duplicate product pages indexed by Google was drastically reduced.
    • Traffic to product pages increased due to better rankings
    • A corresponding increase in revenue from visitors landing on product pages occurred
  • Caveats
    • Bing doesn’t support rel canonical
    • There still may be better methods
    • Use caution: www.audettemedia.com/blog/link-canonical-is-breaking-sites
  • Speaking of Bing
  • It’s not Google
    • Results do not favor ecommerce as much as Google
    • Results vulnerable to link spam
    • Very focused on user experience
  • Bing Users Shop More
    • Bing users are 31% more likely to buy than internet in general
    • Bing users are 11% more likely to buy than Google users
    • It tends towards a ‘shoppy’ demographic
    • Can provide incremental traffic and revenue
  • What works at Bing
    • XML sitemaps for deep content
    • RSS feeds for fresh content
    • Normalize URLs, use parameter handling in Bing tools
    • Large brands will have advantage
    • Still too vulnerable to links
    • Still too slow to crawl 301s
  • Thank you! Adam Audette email: adam@audettemedia.com web: audettemedia.com twitter: @audette