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eBay Content Summit - SEO
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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.
  • Transcript

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