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Ecommerce webinar-oct-2010
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Ecommerce webinar-oct-2010


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  • 1. SEO Strategies forE-Commerce/Retail Websites SEOmoz PRO Webinar, October 2010
  • 2. Keyword Demand in E-Commerce
  • 3. Tail > Head, But Hard to Research
  • 4. Long Tail = Better Converting
  • 5. Avg # of KWs Sending
  • 6. Takeaway #1More Content/Page, Fewer Pages Amazon Barnes & Noble
  • 7. Takeaway #2 Enable + Encourage UGCMy Blog Post UGC (Comments)
  • 8. Takeaway #3 Devote Effort to Editorial Content
  • 9. Product Categories & Organization
  • 10. More Nav Levels = Harder to Get Full Indexation
  • 11. Many Cat/Subcat Pgs Don’t Get Indexed
  • 12. Internal Anchor Text Can Help (or Hurt) VS.
  • 13. Products in Multiple Categories Cause Problems The iPod Touch is findable in portable video, but “lives” in iPods
  • 14. Takeaway #1Minimize Clicks & Nav Levels Just 2 Clicks to Any Product!
  • 15. Takeaway #2Build “Content-Rich” Category Pages
  • 16. Takeaway #3Optimize Internal Anchor Text Carefully Doesn’t Go Overboard w/ Anchor Txt Optimization
  • 17. Takeaway #4Use “Canonical” Categories + Multiple Category Listings for Best Results
  • 18. Solving Indexation
  • 19. Hard to Get Lots of Products Indexed without LOTS of Links
  • 20. Takeaway #1Product Feeds Can Help
  • 21. Takeaway #2Tweet New URLs from a “Real” Account
  • 22. Takeaway #3Use XML Sitemaps Strategically
  • 23. Takeaway #4 Be Careful Using Internal Nofollows
  • 24. Duplicate Content
  • 25. On-Site Dup Content Hurts
  • 26. Cross-Domain Dup Content Stings
  • 27. Takeaway #1Use a Unique Product Titling Strategy
  • 28. Takeaway #2 Rewrite the writes editorialand licenses content from marries heavy magazine reviews editorial with user review “highlights” and tags
  • 29. Takeaway #3Outlink the Competition on Deep Pages
  • 30. Link Building
  • 31. Link Building for Specific Product Pgs • License your content, product descriptions, reviews, images or other content with a link-back requirement • Make your links “absolute” so scrapers will link back to you when they copy your material • Affililate programs (many don’t link back, but often will use your images/content which then do provide followable links) • Zemanta – get your product/content in front of bloggers as they compose posts • Send feeds to shopping sites, feed engines and deal/discount sites • Build partnerships with relevant information/product sites
  • 32. Link Building to Cat/Subcat Pgs• Show/share interesting data about sales, interests, stats, etc. thatnews and reference sites will want to link to• Sponsor relevant events (online or off) from specific categories• Use public relations and press releases to promote newcategories/offerings• Leverage HARO and other direct-press contact sites to help withdistribution/awareness• Make embeddable content link back to product pages andcategory/subcategory pages where relevant
  • 33. General Link Building for E-Commerce • Provide donations or samples of products to charities, auctions, events, contests, etc. • Publish regular “deals” and “sales” that deal sites can pick up and syndicate (builds links to multiple pages regularly) • Claim social profiles and business profiles on any site that is relevant or at tipping point (e.g. LinkedIn, Manta, Crunchbase, etc.) • Conduct competitive research on indirect competitors and retailers with similar size, focus or geography • Get local links from business directories, chambers of commerce, local sponsorships, press, etc.
  • 34. Shopping Search SEO
  • 35. Shopping Biased to “Fat Head” and some “Chunky Middle” but little “Long Tail”
  • 36. Big Brands Often Dominate Results Primarily nationallyknown “brands” with few specialty/small shops
  • 37. Reviews: Quantity > Quality
  • 38. Location Influences Shopping Results “Nearby” stores get higher placement based on location
  • 39. Takeaway #1Don’t Waste Energy Unless it Matters
  • 40. Takeaway #2 Feed Optimization Can Help
  • 41. Takeaway #3Brand Building Can Win in the Long Run
  • 42. Takeaway #4Start Local, then Grow Remember Risk?Take Australia then build out!
  • 43. Tracking SEO Value in Retail
  • 44. Branded Search Sends Most Value
  • 45. Buyers Search + Visit MANY Times
  • 46. Takeaway #1First-Touch Attribution is Essential
  • 47. One Final Tip
  • 48. Takeaway X Rich Snippets Rock
  • 49. Q+ARand Fishkin, CEO & Co-Founder, SEOmoz • Twitter: @randfish • Blog: • Email: