eCommerce Master Class

eCommerce Master Class



Slides used at a Master Class eCommerce session at the WebIT Congress in Istanbul in 2012.

Slides used at a Master Class eCommerce session at the WebIT Congress in Istanbul in 2012.



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  •—the few lines of text that appear under every search result—are designed to give users a sense for what’s on the page and why it’s relevant to their query.
  • Stuff to read:

eCommerce Master Class eCommerce Master Class Presentation Transcript

  • eCommerceSEO dedicated for eCommerce
  • Massive opportunity! “The global search engine market stood at 185 billion searches worldwide in October 2011; accounting to nearly 6 billion searches a day, over 248 million searches per hour, or 4 million searches per minute.”
  • Steady growth By 2016, online sales will account for more than 14% of total retail sales in the United Kingdom and more than 10% in Germany, the two leading European markets in online sales.” Forrester
  • The key….
  • The Google Panda Update• Aim: to downrank websites that provide poor user experience (design, trustworthiness, speed, and return desire) and to put higher- quality sites nearer the top of the search results – To identify such websites, a machine-learning algorithm was used. The algorithm follows the logic by which Google’s human quality raters determine a website’s quality.• Problem: many good websites were downranked• Decision: 2-way communication, advisory
  • The Google Penguin update• Aim: to decrease search engine rankings of websites that violate Google’s Webmaster Guidelines by using black-hat SEO techniques, such as keyword stuffing, cloaking, participating in link schemes, deliberate creation of duplicate content, and others. – keyword stuffing – no longer used (color, 1 text size, etc.) – Cloaking – 2 pages at once, for robots and humans – participating in link schemes (fake websites with links) – deliberate creation of duplicate content (several pages of a website with the same content)
  • Ranking for 20 -20.000 products?• In essence, the same rules apply. The main thing that changes is the complexity and how you adapt your Content Management System (CMS) to your needs• Make sure you (at least): – Have a SEO keyword field in your database that feeds to the META Description – Optimize your product detail page – Avoid duplicate content (session ID) – Product RSS Feed and Site Map – Make sure you have a SEO friendly cart – Go Social
  • The basics• For product pages, here are the most important items you can implement: – Product name in Title, though obvious it’s so often missed! – Product name in text • Sample: “Here you can buy ‘product name’ with free delivery.” – For the product picture(s) use the Product Name in the ALT tag – To create better snippets in the search results make sure the product name is in the URL
  • More basics – Different pages for different colors of the product; “iPhone 5 black” versus “iPhone 5 white” – Don’t forget about local keywords, i.e. “city + product name” • Usually you can do this via adding a tab with delivery information and mention here the most important locations for you in terms of traffic – Diversify content on product page. You might not be able to create unique product descriptions for thousands of items • You can help by leaving the viewer/buyer an area to comment
  • Mapping your digital asset cloud G Buzz Technorati YouTube eBay Flickr RSS Email lists Blogs Mobile Company .dk .de RegionalTwitter Topical .us .no User forums .COM CEO .nl .is Vimeo .pt Intranet .fr .se PR LinkedIn Newslettes Webinars Digg Slide Share Facebook
  • POSTSocial Media & SEO
  • POST - Groundswell• P is People. Dont start your DAO strategy until you know the capabilities of your audience. If youre targeting college students, use social networks. If youre reaching out business travellers, consider ratings and reviews.• O is objectives. Pick one. Are you starting an application to listen to your customers, or to talk with them? To support them, or to energize your best customers to evangelize others? Or are you trying to collaborate with them? Decide on your objective before you decide on a technology. Then figure out how you will measure it.• S is Strategy. Strategy here means figuring out what will be different after youre done. Are you looking for a two-way relationship with your best customers? Do you want to get people talking about your products? Do you want a permanent focus group for testing product ideas and generating new ones? Imagine you succeed. How will things be different afterwards? Know the endpoint and youll know where to begin.• T is Technology. A community. A wiki. A blog or hundred blogs, Twitter or Facebook. Once you know your people, objectives, and strategy, then you can decide your path forward
  • Optimizing content on Product pages
  • Search Volume
  • SEO friendly navigation & internal linking• Internal Hyperlinking• Ranking can be improved significantly by: – Categories are based on searches. Users first! Try to take in account users’ intentions during categories and subcategories planning – Keyword-rich internal links. Use internal power of the website for your categories and product pages
  • Internal Search Engines & navigation Front page banner Search results
  • Creatively designed Rich Snippets (Micro formats)
  • Web Analytics “ABOUT US”Touched 23% of revenue in < 1% of visits
  • Thank You Kristjan Mar Hauksson @optimizeyourweb Board of Directors SEMPO Join on