eBay Content Summit - SEO


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  • What ebay is good at and where we can do better
  • Page level link metrics: These features describe link metrics to the individual ranking pageDomain level link authority: These features describe link metrics about the root domain hosting the pagePage Level keyword usage: These features describe use of the keyword term/phrase in particular parts of the HTML code on the page (title element, H1s, alt attributes, etc).Domain level keyword usage: These features cover how keywords are used in the root or subdomain name, and how impactful that might be on search engine rankings.Page Level Social Metrics: These features relate to third-party metrics from social media sources (Facebook, Twitter, etc.) for the ranking page.Domain level brand metrics: These features describe elements of the root domain that indicate qualities of branding + brand metrics.Page Level Keyword agnostic features: These elements describe non-keyword-usage, non-link metrics features of individual pages (such as length of the page, load speed, etc).Page Level Traffic: These elements describe user + usage data about the ranking page (based on the assumption that Google + Bing, through their toolbars, browsers and mobile devices, have access to a large Domain level keyword agnostic features: These features relate to the entire root domain, but don't directly describe link or keyword-based elements. Instead, they relate to things like the length of the domain name in characters, the quantity of error pages on the site, the relative uniqueness of content on the site, etc.
  • eBay Content Summit - SEO

    1. 1. Natural Search<br />eBay Content Summit<br />10-12-11<br />
    2. 2. 2<br />Outline <br />SEO background<br />What is eBay doing for SEO <br />Content & SEO<br />QA and Tools <br />
    3. 3. Background<br />Organic Traffic is Non-Paid or NOT Advertising <br />Over 80% of users start a web session with a search engine <br />Google serves 92% of searches, Yahoo 3%; Bing 1.5% (UK)<br />Accounts for 1 million+ clicks per day UK, DE respectively (non keyword eBay)<br />3<br />≈25%<br />≈75%<br />
    4. 4. How do Search Engines Work?<br />http://youtu.be/BNHR6IQJGZs<br />
    5. 5. Importance of Ranking<br />5<br />Top Google Result - 36.4% of Clicks<br />
    6. 6. Ranking Factors<br />Structure <br />Structure <br />Links<br />Content/Structure<br />Content/Social <br />Content/Social <br />Structure <br />Structure <br />Content/Structure<br />How is eBay doing? Average<br />6<br />
    7. 7. 7<br />Outline <br />SEO background<br />What is eBay doing?<br />Content & SEO<br />QA and Tools <br />
    8. 8. Clean up in Aisle SEO<br />8<br />Over 70 changes in 2011<br />Major Global Milestones Include:<br />No Subdomain URL’s<br />Improved Page Title and Meta Title<br />Sitemap Files and Submission <br />
    9. 9. More To Do!<br />9<br />
    10. 10. 10<br />Outline <br />SEO background<br />What is eBay doing?<br />Content & SEO<br />QA and Tools <br />
    11. 11. Let’s Make a Change<br />Focus on the USER: Our Customers | eBay Buyers and Sellers<br />What are they looking for?<br />Will our customers share this?<br />Are we making this relatable? <br />Title selection <br />Focus on what a users would search<br />We are only doing our customers and ourselves a favor!<br />Connect our content<br />Help Content | Marketing Content | Product Pages<br />Are we connecting this page? <br />11<br />
    12. 12. L10N SEO<br />12<br />Translation is not Optimization!<br />Developing our glossary of your “key product terms” <br />Are users searching these terms?PDA’s???<br />Self Check – Do a search? <br />
    13. 13. Content Marketing and CS<br />People/Users are making choices about our content!<br />User Benefits – Interaction <br />Scalability – 100 million users <br />Connecting our Content – Links<br />Stay Consistent! – Our global Challenge<br />13<br />CONTENT IS PRESIDENTIAL<br />CONTENT IS KING!<br />(Prime Ministerial) <br />(Chancellor)<br />
    14. 14. Everyone - Content Specialist <br />Needs Improvement <br />Update terminology periodically by adding terms that are in vogue or trending<br />Review how a users searches – Self Check <br />Pay attention to specific user habits<br />Recommendations<br />All content types matter<br />Start acting like a user<br />Look beyond the checklist <br />Use data and test<br />14<br />
    15. 15. Examples<br />eBay App pages<br />15<br />
    16. 16. 16<br />Outline <br />SEO background<br />What is eBay doing?<br />Content & SEO<br />QA and Tools <br />
    17. 17. Google Insights for Search<br />17<br />
    18. 18. Google Global Market Finder<br />18<br />http://translate.google.com/globalmarketfinder/index.html<br />
    19. 19. International Google Keyword Tool<br />https://adwords.google.com/o/Targeting/Explorer<br />19<br />
    20. 20. Tools<br />20<br />Data Suggestions<br />Hitwise <br />Compete<br />Search on competitor sites<br />Free Keyword Tools<br />Google Keyword Tools (International)<br />Wordtracker Free Keyword tool<br />Other<br />Majestic SEO<br />Open Site Explorer<br />Scrapebox<br />Raven SEO tools<br />
    21. 21. SEO Challenge How do we scale this effort in your team?<br />Our<br />Ideas:100 Top Keyword Lists<br />Quarterly SEO update<br />SEO cheat sheet<br />
    22. 22. Content: Better link between pages Title selection – Focus on what a users would find Lots of keyword translation – Provide tools that can be used to make the best possible selection Translation is not OptimizedTerminology revamp <br />