Seo for-ecommerce-sites-ps
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My SEO for ecommerce websites presentation for Internet World Exhibition April 2010

My SEO for ecommerce websites presentation for Internet World Exhibition April 2010

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Seo for-ecommerce-sites-ps Presentation Transcript

  • 1. SEO For Ecommerce Sites
    By Paul Spreadbury
    SEO Manager
    Just Search Ltd
  • 2. About Me
    Who am I ? - Paul Spreadbury
    Position – SEO Manager
    Company – Just Search Ltd
    Expertise
    • Search Engine Optimisation
    • 3. Pay Per Click
    • 4. Ecommerce SEO
    • 5. Website Architecture , link building
    Experience
    • Main SEO Consultant for www.sportsdirect.com
    • 6. Main SEO Consultant for Ultralase
    • 7. Manage all On Page SEO work for JS UK and France
    Twitter.com/paulspread
  • 8. Learning Objectives
    Learning Objectives
    • Why have an ecommerce website
    • 9. Keyword Research for ecommerce sites
    • 10. Analysing competitors
    • 11. Site Taxonomy
    • 12. Internal link structure
    • 13. Common SEO ecommerce issues
    • 14. Further Ecommerce SEO Advice
    • 15. Link Building for ecommerce websites
    Twitter.com/paulspread
  • 16. Why Have an Ecommerce Site?
    Almost instant changes to
    • Structure and Pricing
    • 17. Marketing including promotions
    • 18. Ability to sell your products online
    • 19. Level playing ground.
    • 20. Open 24hrs a day 7 days a week
    • 21. Eliminate costs , Secure online payments
    UK Online ecommerce spending statistics
    • UK Spend Aug 2008 - £3.8 billion
    • 22. UK spend 2008 - £43.8 billion
    **Figures from IMRG**
    Twitter.com/paulspread
  • 23. Problems?
    Too much choice.....
    • Which Platform should I use?
    Each system has adv/disadvantages :
    • Support
    • 24. Access
    • 25. Duplication
    • 26. Search Engine Friendly URLs
    • 27. Hosting
    • 28. Taxonomy
    Twitter.com/paulspread
  • 29. Planning
    Plan the following
    Keyword Research
    Review Competition
    Site Structure
    • Fundamental part of SEO
    • 30. Building Blocks of SEO
    • 31. Helps provides rankings
    • 32. Look for larger sites
    • 33. What are they doing
    • 34. It works for them
    • 35. Taxonomy of site
    • 36. Find long tail pages
    • 37. Internal linking
    Twitter.com/paulspread
  • 38. Keyword Research
  • 39. Keyword Research
    Most fundamental part of any SEO campaign
    Start with
    • Brainstorming - Discover top 10-20 terms
    • 40. Think – Customers think differently to you
    • 41. Survey your customers
    • 42. Ecommerce sites have hundreds of keywords
    • 43. Use tools
    • 44. Take your time and research keywords
    Twitter.com/paulspread
  • 45. Keyword Research Tools
    Great keyword tools available
    • Google Adwords Keyword Tool (www.google.com/sktool)
    - Related terms, search volume
    - Shows competition, free
    • Wordtracker(www.wordtracker.com)
    - Paid tool, great for long tail keywords
    - Great for ecommerce websites
    • Keyword Discovery Tool (www.keyworddiscovery.com)
    - Paid tool, lots of data (36 billions searches +)
    - Looks at spelling mistakes, provides seasonal trends
    Twitter.com/paulspread
  • 46. Create Keyword List
    Export the data to Excel. You will have 3 types of keywords:
    • Competitive keywords
    • 47. Niche Keywords
    • 48. High Traffic less competitive keywords (important)
    Filter keywords by:
    • Create separate keyword lists for different categories
    • 49. Remove really low search volume terms
    • 50. Be realistic
    • 51. Duplicates
    • 52. Use SEOMOZ Keyword difficulty tool
    • 53. Manually remove irrelevant terms
    http://www.seomoz.org/keyword-difficulty
    Twitter.com/paulspread
  • 54. Competitor Analysis
  • 55. Review Competitors
    You should now have a list of keywords
    • Time to review your competitition
    • 56. Pick a selection of important keywords
    • 57. High traffic, low competition
    Search term in Google
    • Home Page or inner page ranking?
    • 58. Review site architecture
    • 59. How many internal links does that page have
    • 60. How many external links does the page have
    • 61. Is the content optimised?
    Twitter.com/paulspread
  • 62. What to Look For
    • Age of the domain
    • 63. Architecture of the site
    • 64. Content on the landing page
    • 65. Overall content on the site
    • 66. Internal/external Links (Yahoo Site Explorer)
    • 67. Document Structure (H1, H2 etc)
    • 68. Taxonomy
    • 69. Discover Niche areas
    - High traffic - Low competition
    - Poor optimisation
    Twitter.com/paulspread
  • 70. Site Taxonomy
  • 71. Decide on Site Taxonomy
    Review Site taxonomy
    • Review Traffic data
    • 72. Plan site structure around search terms
    • 73. Optimised pages don’t have to be bolted on
    • 74. Now map your keywords to pages
    Twitter.com/paulspread
  • 75. Poor Site Taxonomy
    Twitter.com/paulspread
  • 76. Map Keywords to Pages
    Match keywords to pages in Excel
    • Review existing traffic data
    Rules of thumb are:
    • 5 terms on home page
    • 77. 2-3 terms on category pages
    • 78. 1 term on the product page(s)
    • 79. Think about taxonomy
    • 80. Think about relevancy
    • 81. Main keyword first
    Keyword map example
    Twitter.com/paulspread
  • 82. Internal Link Structure
  • 83. Plan Your Internal Link Structure
    More internal links = more strength
    WEB PAGE
    (PR 1)
    PR 0.2
    PR 0.2
    PR 0.2
    PR 0.2
    PR 0.2
    • PR1 from 5 PR0.2 links
    • 84. Important pages linked in template
    • 85. More links to important sub categories
    • 86. Clever site designpasses strength right places
    Twitter.com/paulspread
  • 87. Implement Dynamic category linking
    Stops page flooding with links
    Example: www.sportsdirect.com
    • Main template contains links to top level categories
    • 88. i.e. premier league teams
    • 89. Click on premier league teams
    • 90. Opens up secondary navigation
    • 91. Shows other league teams
    • 92. Stops the template being flooded with links
    • 93. Useable for customers and search engines
    • 94. <150 internal links
    Twitter.com/paulspread
  • 95. Sub Categories with High Traffic
    • Add more Internal links to the page
    • 96. Link within main site template
    • 97. Use main anchor text
    • 98. Push more popular categories
    • 99. More PR passed to the page
    Twitter.com/paulspread
  • 100. Example of Strong Internal Linking
    Find it quick section on www.ideasbynet.com
    • Useful for customers and search engines
    • 101. Only keyword links
    • 102. High search volume keywords
    • 103. Provides each important page with more internal links
    Twitter.com/paulspread
  • 104. Common Ecommerce SEO Issues
  • 105. Duplication Due to site structure
    Common Problems with ecommerce sites
    • Each Product can appears in different categories
    - TV can appear by size, type, brand in the sale etc
    • Filtered results
    - Filter by size, colour, style etc.
    • Paginated results
    - Paginated results over more than 1 page
    Twitter.com/paulspread
  • 106. Resolving Duplication Issues
    • Duplicate products
    - Flatten product URL
    - www.website.com/productname.html
    - Only 1 URL to link to
    - More relevant
    - Redirect duplicate pages to main page
    • Pagination and filter issues
    - Noindex, follow these pages
    - Block pages in robots.txt (add a view all page)
    Code Examples
    Noindex tag
    <meta name=“robots” content=“noindex, follow”>
    Robots.txt
    Disallow: /?page=*Disallow:/?colour=*
    Twitter.com/paulspread
  • 107. Duplicate Product Descriptions
    Some products are very similar
    How to Fix
    • Rewrite all the product descriptions
    • 108. Implement a review system
    - Internal
    - External - www.feefo.com
    (Improves conversion by 30%)
    - Needs a large site
    - Need to reply to negative feedback
    - They email your customers
    http://www.feefo.com
    Twitter.com/paulspread
  • 109. Example from Amazon.co.uk
    Twitter.com/paulspread
  • 110. Further Ecommerce SEO Advice
  • 111. Pushing New Products
    To push new products
    • Create a blog about the new product
    • 112. Write some unique content
    • 113. Your blog post gets the credit
    • 114. Wait for product to be released
    • 115. Redirect blog to product page
    • 116. Product page gets a boost in the SERPs
    Blog page
    301 redirect
    Product Page
    Blog page
    Twitter.com/paulspread
  • 117. Using Multiple Sitemaps
    Indexing Issues, Use multiple sitemaps
    • Look at number of pages indexed by type
    • 118. By Level of the site
    • 119. Helps diagnose issues
    Twitter.com/paulspread
  • 120. Using Site Search
    Discover your Internal search data
    • Great for ecommerce websites
    • 121. Need lots of traffic for actionable data
    To enable site search simply do the following:
    • Login to Analytics
    • 122. Edit profile
    • 123. Select do track site search
    • 124. Enter query parameter
    • 125. On play.com it is ‘searchstring’
    http://www.play.com/HOME/HOME/6-/Search.html?searchstring=shutter+island&searchtype=allproducts&searchsource=0
    Twitter.com/paulspread
  • 126. Using Site Search
    Site search enabled in Google Analytics
    Review data and act on this
    • Change landing pages
    • 127. Bid on the niche keywords in PPC
    • 128. Add top searched products to main navigation
    • 129. Change content on the home page
    • 130. Look for searches that return 0 results
    • 131. Update product catalogue
    Act early to beat your competitors
    Twitter.com/paulspread
  • 132. Link Building ForEcommerce Websites
  • 133. Reviewing your link portfolio
    What types of links to build
    • High PR? more authoritive? trusted links?
    Use Tools to analyse competitors link portfolio
    • Discover data trends
    • 134. Act on this invaluable data
    Search term ‘32 inch LCD TV’
    • http://www.richersounds.com/products/home-cinema/lcd-and-plasma/lcd-tv
    • 135. http://www.directtvs.co.uk/32-39_Inch_LCD_TVs/prod.asp
    Twitter.com/paulspread
  • 136. Link Profiling
    Go to http://www.opensiteexplorer.org enter URLs export data to Excel
    Add a count column to the end of each row
    Create a pivot table from this data, pivot by:
    • Page Authority
    • 137. Count
    Twitter.com/paulspread
  • 138. Reviewing your link portfolio
    Credit to Patrick Altoft from Branded 3
    Twitter.com/paulspread
  • 139. Reviewing your link portfolio
    SIMPLES
    Other Metrics to review include:
    • Domain Authority
    • 140. MOZ Rank – Domain and Page
    • 141. Yahoo Links
    • 142. Moz Trust - Domain and Page
    • 143. Majestic SEO links
    • 144. Number of root domains
    • 145. Internal/External Linking pages
    Discover where your page is lacking strength
    http://www.seomoz.org/linkscape
    Twitter.com/paulspread
  • 146. Ecommerce Link Building Tips
    Now know what types of links to build
    • Top heavy with external links
    • 147. Target links to inner pages, traffic orderBuild from the following links
    • 148. Press releases
    • 149. Review Products
    • 150. Use mini sites
    • 151. Forums – post about your new products
    • 152. Social Media, Videos
    • 153. Contacts
    Twitter.com/paulspread
  • 154. Conclusion
    Planning
    • Carefully plan keyword research
    • 155. Review your competitors
    • 156. Plan site taxonomy
    • 157. Keyword map inner pages
    Technical
    • Plan your internal linking
    • 158. Add a review system
    • 159. Create flat product structure
    • 160. Solve filter and pagination issues
    Link Building
    • Profile links against competitors
    - Build right type of links
    - Build appropriate amount of links
    • Link build to inner pages
    **Only a taster of what is required**
    Twitter.com/paulspread
  • 161. Question / Debate
    Stand – E2100
    Twitter.com/paulspread