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SEO Strategies forE-Commerce/Retail Websites       SEOmoz PRO Webinar, October 2010
Keyword Demand in   E-Commerce
Tail > Head, But Hard to Research
Long Tail = Better Convertinghttp://www.seomad.com/SEOBlog/using-google-analytics-to-prove-the-seo-long-tail-theory.html
Avg # of KWs Sending Trafficwww.kaushik.net/avinash/2009/04/googles-search-based-keyword-tool-monetize-long-tail-search.html
Takeaway #1More Content/Page, Fewer Pages      Amazon                 Barnes & Noble
Takeaway #2  Enable + Encourage UGCMy Blog Post                      UGC (Comments)
Takeaway #3  Devote Effort to Editorial Contenthttp://www.oyster.com/boston/hotels/the-copley-square-hotel/
Product Categories &    Organization
More Nav Levels = Harder to Get Full Indexationhttp://www.seomoz.org/blog/diagrams-for-solving-crawl-priority-indexation-i...
Many Cat/Subcat Pgs Don’t Get Indexed
Internal Anchor Text Can Help (or Hurt)                                                 VS. http://spiderbites.nytimes.com...
Products in Multiple Categories Cause Problems      The iPod Touch is    findable in portable video, but “lives” in iPods
Takeaway #1Minimize Clicks & Nav Levels                             Just 2 Clicks to                              Any Prod...
Takeaway #2Build “Content-Rich” Category Pages    http://animals.nationalgeographic.com/animals/conservation/
Takeaway #3Optimize Internal Anchor Text Carefully                                      Doesn’t Go Overboard w/           ...
Takeaway #4Use “Canonical” Categories + Multiple Category Listings for Best Results     http://www.thinkgeek.com/geek-kids...
Solving Indexation
Hard to Get Lots of Products Indexed       without LOTS of Links
Takeaway #1Product Feeds Can Help
Takeaway #2Tweet New URLs from a “Real” Account
Takeaway #3Use XML Sitemaps Strategically      http://gsitecrawler.com/en/tour/1/
Takeaway #4     Be Careful Using Internal Nofollowshttp://www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pageran...
Duplicate Content
On-Site Dup Content Hurts
Cross-Domain Dup Content Stings
Takeaway #1Use a Unique Product Titling Strategy
Takeaway #2               Rewrite the MSRDWine.com writes editorialand licenses content from            Snooth.com marries...
Takeaway #3Outlink the Competition on Deep Pages
Link Building
Link Building for Specific Product Pgs • License your content, product descriptions, reviews, images or other content with...
Link Building to Cat/Subcat Pgs• Show/share interesting data about sales, interests, stats, etc. thatnews and reference si...
General Link Building for E-Commerce • Provide donations or samples of products to charities, auctions, events, contests, ...
Shopping Search SEO
Shopping Biased to “Fat Head” and some “Chunky Middle” but little “Long Tail”
Big Brands Often Dominate Results   Primarily nationallyknown “brands” with few  specialty/small shops
Reviews: Quantity > Quality
Location Influences Shopping Results          “Nearby” stores get        higher placement based              on location
Takeaway #1Don’t Waste Energy Unless it Matters
Takeaway #2                 Feed Optimization Can Helphttp://searchengineland.com/how-to-optimize-feeds-to-maximize-your-e...
Takeaway #3Brand Building Can Win in the Long Run         http://www.seobythesea.com/?p=1408
Takeaway #4Start Local, then Grow      Remember Risk?Take Australia then build out!
Tracking SEO Value in Retail
Branded Search Sends Most Value
Buyers Search + Visit MANY Timeshttp://www.kaushik.net/avinash/2009/02/paid-search-analytics-measuring-upper-funnel-keywor...
Takeaway #1First-Touch Attribution is Essentialhttp://www.seomoz.org/blog/first-touch-tracking-in-google-analytics
One Final Tip
Takeaway X               Rich Snippets Rockhttp://www.google.com/support/webmasters/bin/answer.py?answer=99170
Q+ARand Fishkin, CEO & Co-Founder, SEOmoz      • Twitter: @randfish      • Blog: www.seomoz.org/blog      • Email: rand@se...
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Ecommerce webinar-oct-2010

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Transcript of "Ecommerce webinar-oct-2010"

  1. 1. SEO Strategies forE-Commerce/Retail Websites SEOmoz PRO Webinar, October 2010
  2. 2. Keyword Demand in E-Commerce
  3. 3. Tail > Head, But Hard to Research
  4. 4. Long Tail = Better Convertinghttp://www.seomad.com/SEOBlog/using-google-analytics-to-prove-the-seo-long-tail-theory.html
  5. 5. Avg # of KWs Sending Trafficwww.kaushik.net/avinash/2009/04/googles-search-based-keyword-tool-monetize-long-tail-search.html
  6. 6. Takeaway #1More Content/Page, Fewer Pages Amazon Barnes & Noble
  7. 7. Takeaway #2 Enable + Encourage UGCMy Blog Post UGC (Comments)
  8. 8. Takeaway #3 Devote Effort to Editorial Contenthttp://www.oyster.com/boston/hotels/the-copley-square-hotel/
  9. 9. Product Categories & Organization
  10. 10. More Nav Levels = Harder to Get Full Indexationhttp://www.seomoz.org/blog/diagrams-for-solving-crawl-priority-indexation-issues
  11. 11. Many Cat/Subcat Pgs Don’t Get Indexed
  12. 12. Internal Anchor Text Can Help (or Hurt) VS. http://spiderbites.nytimes.com/free_2010/articles_2010_10_00000.html
  13. 13. Products in Multiple Categories Cause Problems The iPod Touch is findable in portable video, but “lives” in iPods
  14. 14. Takeaway #1Minimize Clicks & Nav Levels Just 2 Clicks to Any Product! www.1800flowers.com/white-daisy-basket-90917
  15. 15. Takeaway #2Build “Content-Rich” Category Pages http://animals.nationalgeographic.com/animals/conservation/
  16. 16. Takeaway #3Optimize Internal Anchor Text Carefully Doesn’t Go Overboard w/ Anchor Txt Optimization http://www.oyster.com/hotels/theme/spring-break-party-hotels/
  17. 17. Takeaway #4Use “Canonical” Categories + Multiple Category Listings for Best Results http://www.thinkgeek.com/geek-kids/7-13-years/bf1b/
  18. 18. Solving Indexation
  19. 19. Hard to Get Lots of Products Indexed without LOTS of Links
  20. 20. Takeaway #1Product Feeds Can Help
  21. 21. Takeaway #2Tweet New URLs from a “Real” Account
  22. 22. Takeaway #3Use XML Sitemaps Strategically http://gsitecrawler.com/en/tour/1/
  23. 23. Takeaway #4 Be Careful Using Internal Nofollowshttp://www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow
  24. 24. Duplicate Content
  25. 25. On-Site Dup Content Hurts
  26. 26. Cross-Domain Dup Content Stings
  27. 27. Takeaway #1Use a Unique Product Titling Strategy
  28. 28. Takeaway #2 Rewrite the MSRDWine.com writes editorialand licenses content from Snooth.com marries heavy magazine reviews editorial with user review “highlights” and tags
  29. 29. Takeaway #3Outlink the Competition on Deep Pages
  30. 30. Link Building
  31. 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. 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. 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. 34. Shopping Search SEO
  35. 35. Shopping Biased to “Fat Head” and some “Chunky Middle” but little “Long Tail”
  36. 36. Big Brands Often Dominate Results Primarily nationallyknown “brands” with few specialty/small shops
  37. 37. Reviews: Quantity > Quality
  38. 38. Location Influences Shopping Results “Nearby” stores get higher placement based on location
  39. 39. Takeaway #1Don’t Waste Energy Unless it Matters
  40. 40. Takeaway #2 Feed Optimization Can Helphttp://searchengineland.com/how-to-optimize-feeds-to-maximize-your-exposure-in-shopping-engine-results-18505
  41. 41. Takeaway #3Brand Building Can Win in the Long Run http://www.seobythesea.com/?p=1408
  42. 42. Takeaway #4Start Local, then Grow Remember Risk?Take Australia then build out!
  43. 43. Tracking SEO Value in Retail
  44. 44. Branded Search Sends Most Value
  45. 45. Buyers Search + Visit MANY Timeshttp://www.kaushik.net/avinash/2009/02/paid-search-analytics-measuring-upper-funnel-keywords.html
  46. 46. Takeaway #1First-Touch Attribution is Essentialhttp://www.seomoz.org/blog/first-touch-tracking-in-google-analytics
  47. 47. One Final Tip
  48. 48. Takeaway X Rich Snippets Rockhttp://www.google.com/support/webmasters/bin/answer.py?answer=99170
  49. 49. Q+ARand Fishkin, CEO & Co-Founder, SEOmoz • Twitter: @randfish • Blog: www.seomoz.org/blog • Email: rand@seomoz.org
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