Using Content to Win at Ecommerce

Using Content to Win at EcommercePresented by Monique Pouget | August 16, 2012 @MoniqueTheGeek

First Off, Who Am I?Name: Monique Pouget Twitter: @MoniqueTheGeekTitle: Director of Content LinkedIn: linkd.in/mpougetMarketing Read My Posts: BlogCompany: Thunder SEO #sdseo @MoniqueTheGeek

How do I… …spell E-commerce Ecommerce eCommerce ecommerce?!?! #sdseo @MoniqueTheGeek

Challenge: Links to ecommerce product detail pages (PDP) are difficult to get, but they’re super valuable. Homepage Categories Products (PDPs) #sdseo @MoniqueTheGeek

Solution: Use creative content marketing to increase conversions, links and shares of PDPs. #sdseo @MoniqueTheGeek

But before you do that…• Have you: • Implemented SEO basics (KW rich URLs, title tags, H1s, image alt attributes, sitemaps, etc.)? • Invested in unique product descriptions and images? • Added microdata/microformats for rich snippets (video, star ratings/reviews, products, offers, authorship, etc.)? • Integrated UGC video and review content? • Internally linked from valuable pages? • Made your PDPs shareable? #sdseo @MoniqueTheGeek

Challenge: Your site already has UGC reviews, but you want to engage more with your audience. #sdseo @MoniqueTheGeek

Solution: Ask customers to submit photos and videos of your product, and add it to your PDPs. #sdseo @MoniqueTheGeek

Product Reviews - Photos Customer action shots! http://www.thinkgeek.com/action-shots/ #sdseo @MoniqueTheGeek

Product Reviews - VideoCustomer video review isalso the “most helpfulfavorable review,” as votedby other customers! http://www.amazon.com/Flip-Video-ATR1B-Tripod/product-reviews/B000VJRUKS #sdseo @MoniqueTheGeek

Videos = Important• Help shoppers make buying decisions, leading to increased sales.• Convey your added value such as your expertise, high level of service, etc.• Videos are ideal content to promote in most social media venues.• Make website pages more unique with custom content and transcripts. #sdseo @MoniqueTheGeek

Ecommerce Product VideosShowcase your productswith professional videos. Bonus points: • Social sharing options • “Influence” stats • Customer reviews below video http://www.quirky.com/products/133-SOLO-Collapsible-Hanger #sdseo @MoniqueTheGeek

Ecommerce Product VideosZappos created 50,000videos for their products! http://www.zappos.com/steve-madden-achilees-cognac-leather #sdseo @MoniqueTheGeek

Guides are Goooood Too REI pairs expert athletic advice with related categories. These pages draw qualified traffic from over 1,800 individual keyphrases each week. http://www.rei.com/learn/expert-advice/running-shoes.html #sdseo @MoniqueTheGeek

Challenge: Your product has little brand recognition in the community, and people aren’t writing organic reviews. #sdseo @MoniqueTheGeek

Solution: Find popular bloggers in your community, and give away free products in exchange for a review. #sdseo @MoniqueTheGeek

Product Reviews - External Link to PDP, FTW! http://www.onabags.com/store /shoulder-bags/the- brooklyn.html?color=chestnutBonus: Companyis sponsoringreader giveaway! http://daintysquid.blogspot.com/2012/05/whats-in-my-camera-bag-ona-review.html #sdseo @MoniqueTheGeek

Tools #sdseo @MoniqueTheGeek

Challenge: People are writing organic reviews, but not linking to your website. Seriously? #sdseo @MoniqueTheGeek

Solution: Find these blog posts and ask them to link to a PDP “for their readers’ convenience.” #sdseo @MoniqueTheGeek

Product Reviews - External No link to Vibram PDP. Let’s change that!Search in Google:vibram fivefingers inurl:review #sdseo @MoniqueTheGeek

Challenge: Your infographics drive traffic, but not conversions. #sdseo @MoniqueTheGeek

Solution: Combine infographics with a Call To Action (CTA). #sdseo @MoniqueTheGeek

Infographics with a CTAPair an infographic with a special offer. http://conteudo.pontofrio.com.br/html/infograficos/qual-video-game-tem-o-seu-perfil.html #sdseo @MoniqueTheGeek

Infographics with a CTAPair an infographic with arelated product. http://www.intel.com/content/www/us/en/smartphones/i-heart-my-phone-infographic.html http://www.pontofrio.com.br/infografico/cafe.aspx #sdseo @MoniqueTheGeek

One more thing…• You can’t do this for every product you sell. Prioritize by rankings and conversions.• Select the products that rank between the 10th and 15th positions that need a “push”, and start with those.• Remember: It’s a long term play! Zappos 50K http://bit.ly/OBQX5h #sdseo @MoniqueTheGeek

Thank You!@MoniqueTheGeekmonique@thunderseo.comwww.thunderseo.com/blog http://bit.ly/EcommerceContent #sdseo @MoniqueTheGeek

Using Content to Win at Ecommerce

by Monique Pouget on Aug 16, 2012

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