ADVANCED SEO FOR   eCommerce     BRIAN MARTIN INTERNET RETAILING SUMMIT 2011                                  Brian Martin...
Overview Valuing the power of online SEO as a marketing channel SEO vs. PPC Ranking Factors How to Rank and Improve o...
Q                 What does Traditional                   Retailing look like?BRICKS & MORTARNEGATIVE:                    ...
Q                    What does Internet                     Retailing look like?INTERNET RETAILINGNEGATIVE:               ...
Q            Why do you need to invest            in promoting your website? Low cost channel: How much would you pay for...
FACT      Registration of .IE Domains                                Brian Martin | Advanced SEO
Q   eCommerce Evolution                          Brian Martin | Advanced SEO
FACT      Paddy Power – 319 Retail Outlets                                Brian Martin | Advanced SEO
FACT      Online Profit = 1453 Retail Outlets                                  Brian Martin | Advanced SEO
Q   Build it and they will come?                              Brian Martin | Advanced SEO
Q   What is SEO?                   Brian Martin | Advanced SEO
FACT      SEO as a Channel                         Brian Martin | Advanced SEO
FACT               SEO vs. PPC        PPC wins over SEO every single time      If mon€y isn’t a thing!              Also o...
FACT      SEO vs. PPC                    Brian Martin | Advanced SEO
Q                            Why SEO?Building a bigger funnelIncreasing site rankings in search results and attracting qua...
FACT      Ranking Factors        How Google Works!                            Brian Martin | Advanced SEO
Q            How do I Rank on Google?                         million dollar que$tionA site that is well designed, optimis...
F  ACT                                On-Site URL structure: www.website.com/brand/product-name Encourage UGC + product ...
FACT      Short Tail Versus Long Tail                                Brian Martin | Advanced SEO
F  ACT                              Content Become an authority or a resource Curator Unique (Pitfalls of duplicate con...
FACT      LinkBait                 Brian Martin | Advanced SEO
F  ACT                     Creating LinkBaitLinkbait Content ideas: Interesting (e.g. infographics)   /funny/cause/instru...
FACT      Links              Brian Martin | Advanced SEO
F  ACT                        Off-Site (Links)No such thing as a free link! (time=money) Widgets - You control the conten...
F  ACT                   Evaluating Link Quality Authority site Editorial coverage From trusted source Low # quality o...
F  ACT           eCommerce SEO Challenges Scale - Thousands of pages with many overlapping targeted keywords Duplicate C...
F  ACT                   Local Optimisation Google Places owner verified registration Categorised correctly Citations f...
F  ACT                        Rise of Social Scale of social networks is well documented. Personalisation in  SERPs Its ...
T                               Tips!! Legacy products - keep the page live + show alternative products Video is 53 time...
T       If you are going to think,think                                 Brian Martin | Advanced SEO
T                  International SEO Go global... why not? Relative low cost of expanding online UK is very competitive...
T                        Take note Results and Output are hard to quantify at the outset Goes against grain of controlle...
T              Internet Retailing Offer Full search audit analysis report Action plan for Christmas campaign Visit our ...
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Advanced SEO for eCommerce | eCelticSEO | Internet Retailing Summit Presentation | Chartered Accountants House

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This presentation is a talk given by Brian Martin, director with e-Celtic at the Internet Retailing Summit on the 29th of September, 2011.

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  • Giving context to SEO
  • Go back to basics and recap on the traditional retail modelRelatively high barrier to entry means a certain degree of guaranteed businessMain restrictions are size, location and opening hours of premises
  • Reduced barriers to entry mean a student in his bedroom can be a competitor as they’ve nothing to loseThe investment in time, effort, resources and money to your site will be the differentiator
  • There is still not enough value placed on websites and marketing them online Why do you hear the phrase “we have our website done” never heard someone say “we have our marketing done” or we have our “shop done” – it’s a continuous process, similar to new advertising campaigns and merchandising products to reflect seasonality and new products. Similar needs to be done for SEO. investing in promoting your site through SEO is a unlike other mediums such as newspaper advertisements where you have brand awareness for one time one day slightly intrusive.Not lost over night either.Charles from Facebook mentioned if you spend 20% building an app you need to spend another 80% promoting it. Don’t give yourself a pat on the back once you have your site is live, that’s when the real work starts for you to differentiate your site from the others
  • competition is growing and the sooner you focus on building a website that drives traffic and builds a loyalty the further ahead you'll be as more irish shoppers move online
  • Evolution of the webThe penetration of ecommerce is growing42% of Dominoes Pizza is ordered online, up from 32% last year who would have predicted that 5 years ago?
  • Success story:PaddyPower has 319 retail outletsThese account for 18% of profits
  • Online profit would be equivalent of an extra 1,453 shops! What’s more remarkable is much of this growth has been achieved in the UK and a good example of an ecommerce site successfully exporting
  • 'Build it and they will come' strategy doesn't work onlineThis is the best image I can find, but this still has a roadLike any business, you need to have a market that is in reaching distance.Great content does not equal great rankingsNo SEO means you’re not on the map
  • PPC gets 10-30 per cent of clicks organic should get approx 70-90 per cent of traffic depending on industryNot everybody searches the way you do. People are still skeptical of clicking on the highlighted ads section believe it or not. Google makes 28 billion USD per year through adwords, so SEO should make 112 billion per year? Hmmm underinvestment!
  • A website is like an ice cream cone with the customers being the ice cream except u can only eat from the bottom.SEO is about getting more ice cream in the top of the cone and building a bigger funnel, essentially increasing awareness. anything below the top, is concerned with conversion optimisation, site design, usability, trust etc. Start with the bottom in terms of planning. If you want two sales, then you need 100 visitors.
  • PPC wins over SEO every single time unless you have a budget or care about ROIIn the short term, PPC also is able to target thousands of keywords at a relatively cheap pricePrestige/Brand Reputation - Low barriers to entry in PPC so anybody can set up there, organic results are earned3 billion searches a day on Google
  • This picture reminds me of when I hear about some PPC campaigns.One case I can think of was where out of every 20,000 visits from Google received monthly, over 15,000 were from paid ads.
  • don't mention bing/yahoo because Google is the only game in town with 94% market sharethe information you have about your customers is powerful and sometimes overwhelming. Analysing this in the right way can help planTrust in Google, more than 50% of people haven't discovered the URL address bar at the top of their browser, with the most Google'd terms Facebook, Youtube, Gmail etc. Analytics needs a whole other talk. Knowing what to measure is key. There are so many meaningless metrics, it’s the context of these that matters. One key goal is order confirmation of course. Make sure you can visualise your funnel and view the pages that are the top exit page,
  • Number of root domainsNumber of C-class IP blocks Matching anchor textKeyword in the url or titleKeyword in content body mentioned several timesCTR Facebook shares/tweets/etc.
  • Not really a million dollar question, it's not rocket science just methodical work with creativityFirst – get the basic structure right like a pyramid. Start with accessible quality content, move to keywords/content, then acquire and build links and finally look at social. Make sure your website is crawlable – Google webmaster tools – great free tool for rooting out errorsValidating that your code is clean, is a thumbs up for GoogleContent has to be extraordinary or surprisingly great and executed well in order for people to share it e.g. top 10 ListsEncourage and reward community
  • For Meta description - look at PPC ads for inspiration of good advertising copy as they are very focused on converting trafficAlt text for images – make sure that keywords are in the alt text Make sure you have an XML site map
  • This graph is also similar to CTR on ranking positions so the first result will get about 40% of the results and it’s a steep curve down towards 10th positionI also should mention that the second page basically doesn’t’ exist, percentage of visitors who’ll visit your site from here and convert is miniscule.
  • Monitor the number of visits a search engine sends you versus the number of keywords – this will tell you if you’re ranking for more unique keyphrasesUse google’s keyword research toolBe careful of ‘print version’ which is duplicate contentBe weary of below par content on your own site, Panda update
  • Similar to theTwitterati and many of the same people probablyEssentially what they are is the 1% of Internet Users who link to websites or blogs
  • Do you remember the trick of Googling ‘miserable failure’ and a page on the whitehouse for George Bush appearing?Or what website appears when you google ‘click here’ – AdobePower of links is still significant, it’s what connects the web together.The web is a popularity contest
  • You need to ask for it. Sometimes pay for it too.
  • Huge amount of criteria in evaluating link quality, essentially it is evaluating the site in Google’s eyes.If you have a prospect site that is offering you a link, here are a few things to consider.
  • Ask for product reviews from customers and encourage sharing. Some of this can be addressed with a good content management system
  • Gamification = Foursquare, badges and publicly announced rewards – psychology of the web usersIf this is embeddable, it can create links.
  • Make sure you have your Video sitemap in place
  • If I ask you who your competitiors are and you look out your front door only, you’re wrong.There is a significant infiltration of predominantly UK and US sites that are penetrating in to Irish SERPs due to weak .ie sites
  • Don’t need local ccTLD for each country can simply do subfolders. Use open site explorer, majesticseo.com and yahoo site explorer as well as Google search commands to find out who is linking to your competitionGoogle merchant centre isn’t available in Ireland but is in 10 other major markets
  • snake oil merchants and also consultants
  • Advanced SEO for eCommerce | eCelticSEO | Internet Retailing Summit Presentation | Chartered Accountants House

    1. 1. ADVANCED SEO FOR eCommerce BRIAN MARTIN INTERNET RETAILING SUMMIT 2011 Brian Martin | Advanced SEO
    2. 2. Overview Valuing the power of online SEO as a marketing channel SEO vs. PPC Ranking Factors How to Rank and Improve organic traffic Tips Brian Martin | Advanced SEO
    3. 3. Q What does Traditional Retailing look like?BRICKS & MORTARNEGATIVE: POSITIVE: High Rent  Passing Trade Restricted Opening Hours  Limited Competition Labour Costs  Fixed location Defined Catchment Area  Limited consumer choice Parking restrictions Fixed locationSummary:Certain amount of business guaranteed at higher cost, medium risk andlimited opportunity Brian Martin | Advanced SEO
    4. 4. Q What does Internet Retailing look like?INTERNET RETAILINGNEGATIVE: POSITIVE: Competition is high  Location is flexible No guarantee of visitors  No Rent  Open 24/7  Catchment area is UnlimitedSummary:No business guaranteed, very competitive, low risk, low cost but hugepotential Brian Martin | Advanced SEO
    5. 5. Q Why do you need to invest in promoting your website? Low cost channel: How much would you pay for a top salesperson working 24 hours a day to bring qualified leads and traffic? 75k per year if working on the minimum wage. Measurable: Plethora of data to help make informed decisions It’s where the Market is (and going…) BUT Its not an overnight success and not a one time effort either Brian Martin | Advanced SEO
    6. 6. FACT Registration of .IE Domains Brian Martin | Advanced SEO
    7. 7. Q eCommerce Evolution Brian Martin | Advanced SEO
    8. 8. FACT Paddy Power – 319 Retail Outlets Brian Martin | Advanced SEO
    9. 9. FACT Online Profit = 1453 Retail Outlets Brian Martin | Advanced SEO
    10. 10. Q Build it and they will come? Brian Martin | Advanced SEO
    11. 11. Q What is SEO? Brian Martin | Advanced SEO
    12. 12. FACT SEO as a Channel Brian Martin | Advanced SEO
    13. 13. FACT SEO vs. PPC PPC wins over SEO every single time If mon€y isn’t a thing! Also organic results are earned Brian Martin | Advanced SEO
    14. 14. FACT SEO vs. PPC Brian Martin | Advanced SEO
    15. 15. Q Why SEO?Building a bigger funnelIncreasing site rankings in search results and attracting qualified trafficSame core principles of marketing apply with technical focus- Merchandising, PR, display advertising, salesTrust in Google, 2nd most respected brand, buying intent in consumers"You cant manage what you dont measure" -> Analytics Brian Martin | Advanced SEO
    16. 16. FACT Ranking Factors How Google Works! Brian Martin | Advanced SEO
    17. 17. Q How do I Rank on Google? million dollar que$tionA site that is well designed, optimised and promoted Accessible site Targeted keywords present Hub of valued content Strong inbound links profile Social Media PR/community management Reputation Management - brand/site mentions Local optimisation Brian Martin | Advanced SEO
    18. 18. F ACT On-Site URL structure: www.website.com/brand/product-name Encourage UGC + product reviews Use Internal site search queries to find out what users really want Internal linking/logical site architecture Tags correct Compare competitor products - steal competitor search traffic Brian Martin | Advanced SEO
    19. 19. FACT Short Tail Versus Long Tail Brian Martin | Advanced SEO
    20. 20. F ACT Content Become an authority or a resource Curator Unique (Pitfalls of duplicate content) Keyword research Mix of brainstorming & statistical research Good SEO is a rising tide that lifts all keywords Brian Martin | Advanced SEO
    21. 21. FACT LinkBait Brian Martin | Advanced SEO
    22. 22. F ACT Creating LinkBaitLinkbait Content ideas: Interesting (e.g. infographics) /funny/cause/instructional/interviews/survey/research/controversial Money/Contests/Freebies/AwardsFinding link prospects: Tools for competitive link analysis & search commands Linkerati (Twitter, LinkedIn, forums, Q&A sites) PR mindset Brian Martin | Advanced SEO
    23. 23. FACT Links Brian Martin | Advanced SEO
    24. 24. F ACT Off-Site (Links)No such thing as a free link! (time=money) Widgets - You control the content, difficult to find webmasters willing to publish them Competition/Giveaway - Easy win but cost Blogger outreach (reviews/guest blog posts) Press Release/Article Submissions (e.g. Wikipedia) Social Media Sponsorship Forum/Blog interaction Brian Martin | Advanced SEO
    25. 25. F ACT Evaluating Link Quality Authority site Editorial coverage From trusted source Low # quality outbound links High # quality inbound links Original relevant content Plus 20+ other factors Brian Martin | Advanced SEO
    26. 26. F ACT eCommerce SEO Challenges Scale - Thousands of pages with many overlapping targeted keywords Duplicate Content - More difficult to source natural links‘ Natural inbound links are hard to attract Competing with the brand itself (sitelinks) Differentiating your products Brian Martin | Advanced SEO
    27. 27. F ACT Local Optimisation Google Places owner verified registration Categorised correctly Citations from other online sources Reviews & Ratings Quality of website (PageRank, Inbound link profile, Local area code phone number Brian Martin | Advanced SEO
    28. 28. F ACT Rise of Social Scale of social networks is well documented. Personalisation in SERPs Its not about the pure quantity of followers/likes but engagement Others outside of Twitter/Facebook: LinkedIn, Reddit, Quora, Yahoo Answers, Stumble Upon etc. Implementing gamification if you develop community Brian Martin | Advanced SEO
    29. 29. T Tips!! Legacy products - keep the page live + show alternative products Video is 53 times more likely to appear in search result Make sure your CMS is SEO friendly out of the box QDF - Query Deserves Freshness A blog is a must, be creative Build brand authority with your links not just optimised anchors Know your search commands Remove personalisation when checking rank: &pws=0 Brian Martin | Advanced SEO
    30. 30. T If you are going to think,think Brian Martin | Advanced SEO
    31. 31. T International SEO Go global... why not? Relative low cost of expanding online UK is very competitive but other markets aren’t Local links from ccTLD Directory and resource sites Google merchant centre Brian Martin | Advanced SEO
    32. 32. T Take note Results and Output are hard to quantify at the outset Goes against grain of controlled traditional marketing mindset SEO is not PPC - instant like a tap that can be turned on and off The best way to get traffic? To deserve it. Think long term and holistically Brian Martin | Advanced SEO
    33. 33. T Internet Retailing Offer Full search audit analysis report Action plan for Christmas campaign Visit our stand for a special offer Follow us on Twitter @ecelticseo | brian@eceltic.ie Brian Martin | Advanced SEO
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