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SEO For Ecommerce Sites<br />By Paul Spreadbury<br />SEO Manager <br />Just Search Ltd<br />
About Me<br />Who am I ?  -  Paul Spreadbury<br />Position – SEO Manager<br />Company – Just Search Ltd<br />Expertise<br ...
Pay Per Click
Ecommerce SEO
   Website Architecture , link building</li></ul>Experience<br /><ul><li>  Main SEO Consultant for www.sportsdirect.com
  Main SEO Consultant for Ultralase
Manage all On Page SEO work for JS UK and France</li></ul>Twitter.com/paulspread<br />
Learning Objectives<br />Learning Objectives<br /><ul><li>  Why have an ecommerce website
  Keyword Research for ecommerce sites
  Analysing competitors
  Site Taxonomy
  Internal link structure
  Common SEO ecommerce issues
  Further Ecommerce SEO Advice
  Link Building for ecommerce websites</li></ul>Twitter.com/paulspread<br />
Why Have an Ecommerce Site? <br />Almost instant changes to<br /><ul><li>Structure and Pricing
Marketing including promotions
   Ability to sell your products online
   Level playing ground.
   Open 24hrs a day 7 days a week
   Eliminate costs , Secure online payments</li></ul>UK Online ecommerce spending statistics<br /><ul><li>  UK Spend Aug 2...
  UK spend 2008 - £43.8 billion</li></ul>**Figures from IMRG**<br />Twitter.com/paulspread<br />
Problems?<br />Too much choice.....<br /><ul><li>  Which Platform should I use?</li></ul>Each system has adv/disadvantages...
  Access
  Duplication
  Search Engine Friendly URLs
  Hosting
  Taxonomy </li></ul>Twitter.com/paulspread<br />
Planning<br />Plan the following<br />Keyword Research<br />Review Competition<br />Site Structure<br /><ul><li>  Fundamen...
  Building Blocks of SEO
  Helps provides rankings
  Look for larger sites
  What are they doing
  It works for them
  Taxonomy of site
  Find long tail pages
  Internal linking</li></ul>Twitter.com/paulspread<br />
Keyword Research<br />
Keyword Research<br />Most fundamental part of any SEO campaign<br />Start with<br /><ul><li>  Brainstorming -  Discover t...
  Think – Customers think differently to you
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Seo for-ecommerce-sites-ps

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

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Transcript of "Seo for-ecommerce-sites-ps"

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