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