Search Volume ChangesUK Searches: 2004-mid 2007: children’s clothes has higher search volume 2007 onwards: kid’s clothes has higher search volume Search volume changes, so keywords should be regularly reviewed – and think about your geotargeting
Singular keywords?Q: Do your customers search for “laptop” or “laptops”?A: “Laptop” “Laptops”Page Title Solution:Laptops: Buy a laptop from mysite.com
Don’t Forget Long-tail High volume, LOW CONVERSION Low volume, HIGH CONVERSIONDon’t forget to optimise product pages for long-tail, specific searchesVisitors from long-tail searches are later in the buying cycle – andcarry much higher conversion ratesDon’t bury key product information in the page – use it in your on-page basic optimisation
Brand Landing Pages• Allows for optimisationdedicated to one brand• Improves usability for visitorswith specific desires• Increases chances of multiplepages in search results• Ideal area for promotions
Product Descriptions• Don’t use standard, manufacturer descriptions• Don’t use second hand descriptions = duplicate content • User reviews provide fresh content and buyer reassurance
First LinkWhen several links to one productappear on the same page, Googleonly considers the first.Displaying text such as ‘more info’first, or at the top of the product boxmakes Google count the ‘more info’link, rather than the keyword-richtextual link.
Multiple CategorisationUse top levels for product pages: www.bedwebsite.com/big-brown-bedEnabling multiple categories to include the product without creating duplicate pages at (eg.): www.bedwebsite.com/new/big-brown-bed www.bedwebsite.com/bestsellers/big-brown-bed
Fatal Pagination• Go to a product category• Arrive on www.mysite.com/category• Go to page two: www.mysite.com/category/p2• Hit ‘previous’• Arrive on www.mysite.com/category/p1 = duplicate contentSolution:Use canonical element to tell Google that your page one is the same asthe original, www.mysite.com/category
Session IDs...are bad for SEO because:• They create unique urls for each visit(including search engines)• Resulting in huge amounts of duplicatedcontent, which search engines hate•Dillutes inbound link building effortsSolution: Don’t use them! Consider using cookies as an alternative
Ugly URLsURLs with category codes, product numbers,dynamic content etc. are not search enginefriendly. And they’re ugly.Rewrite/301 redirect URLs to search engine friendlyversion – with keywords: www.bedwebsite.com/big-brown-bedYou could also use the canonical element – but this won’tchange the physical appearance from a usability pointview
Affiliates• Don’t let it create duplicate content! Eg. www.mysite.com/product/?affid68• TEST OUT: • Canonical element: rel="canonical“ • 301 redirect to original page?NEVER provide identical productdescriptions to third parties. Produce twodata feeds – internal and external.
TALK!The biggest challenge in ecommerce SEO is creatingenough content – content that isn’t made up of imagesand price tagsSolutions:• Blog, blog, and more blog.• Social elements• Reviews• Advice• Category write ups/summaries (at top of page one)• Competitions (also great for linkbuilding)
Tom Coxwww.email@example.comTwitter: @oxonlinemktg