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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
    •  
    •  
    • CSEs Gaining Ground
    •  
    • 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