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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 Seo for-ecommerce-sites-ps Presentation Transcript

    • SEO For Ecommerce Sites
      By Paul Spreadbury
      SEO Manager
      Just Search Ltd
    • About Me
      Who am I ? - Paul Spreadbury
      Position – SEO Manager
      Company – Just Search Ltd
      Expertise
      • Search Engine Optimisation
      • Pay Per Click
      • Ecommerce SEO
      • Website Architecture , link building
      Experience
      • Main SEO Consultant for www.sportsdirect.com
      • Main SEO Consultant for Ultralase
      • Manage all On Page SEO work for JS UK and France
      Twitter.com/paulspread
    • Learning Objectives
      Learning Objectives
      • 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
      Twitter.com/paulspread
    • Why Have an Ecommerce Site?
      Almost instant changes to
      • 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
      UK Online ecommerce spending statistics
      • UK Spend Aug 2008 - £3.8 billion
      • UK spend 2008 - £43.8 billion
      **Figures from IMRG**
      Twitter.com/paulspread
    • Problems?
      Too much choice.....
      • Which Platform should I use?
      Each system has adv/disadvantages :
      • Support
      • Access
      • Duplication
      • Search Engine Friendly URLs
      • Hosting
      • Taxonomy
      Twitter.com/paulspread
    • Planning
      Plan the following
      Keyword Research
      Review Competition
      Site Structure
      • Fundamental part of SEO
      • 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
      Twitter.com/paulspread
    • Keyword Research
    • Keyword Research
      Most fundamental part of any SEO campaign
      Start with
      • Brainstorming - Discover top 10-20 terms
      • Think – Customers think differently to you
      • Survey your customers
      • Ecommerce sites have hundreds of keywords
      • Use tools
      • Take your time and research keywords
      Twitter.com/paulspread
    • 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
    • Create Keyword List
      Export the data to Excel. You will have 3 types of keywords:
      • Competitive keywords
      • Niche Keywords
      • High Traffic less competitive keywords (important)
      Filter keywords by:
      • Create separate keyword lists for different categories
      • Remove really low search volume terms
      • Be realistic
      • Duplicates
      • Use SEOMOZ Keyword difficulty tool
      • Manually remove irrelevant terms
      http://www.seomoz.org/keyword-difficulty
      Twitter.com/paulspread
    • Competitor Analysis
    • Review Competitors
      You should now have a list of keywords
      • Time to review your competitition
      • Pick a selection of important keywords
      • High traffic, low competition
      Search term in Google
      • Home Page or inner page ranking?
      • Review site architecture
      • How many internal links does that page have
      • How many external links does the page have
      • Is the content optimised?
      Twitter.com/paulspread
    • What to Look For
      • Age of the domain
      • Architecture of the site
      • Content on the landing page
      • Overall content on the site
      • Internal/external Links (Yahoo Site Explorer)
      • Document Structure (H1, H2 etc)
      • Taxonomy
      • Discover Niche areas
      - High traffic - Low competition
      - Poor optimisation
      Twitter.com/paulspread
    • Site Taxonomy
    • Decide on Site Taxonomy
      Review Site taxonomy
      • Review Traffic data
      • Plan site structure around search terms
      • Optimised pages don’t have to be bolted on
      • Now map your keywords to pages
      Twitter.com/paulspread
    • Poor Site Taxonomy
      Twitter.com/paulspread
    • Map Keywords to Pages
      Match keywords to pages in Excel
      • Review existing traffic data
      Rules of thumb are:
      • 5 terms on home page
      • 2-3 terms on category pages
      • 1 term on the product page(s)
      • Think about taxonomy
      • Think about relevancy
      • Main keyword first
      Keyword map example
      Twitter.com/paulspread
    • Internal Link Structure
    • 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
      • Important pages linked in template
      • More links to important sub categories
      • Clever site designpasses strength right places
      Twitter.com/paulspread
    • Implement Dynamic category linking
      Stops page flooding with links
      Example: www.sportsdirect.com
      • Main template contains links to top level categories
      • i.e. premier league teams
      • Click on premier league teams
      • Opens up secondary navigation
      • Shows other league teams
      • Stops the template being flooded with links
      • Useable for customers and search engines
      • <150 internal links
      Twitter.com/paulspread
    • Sub Categories with High Traffic
      • Add more Internal links to the page
      • Link within main site template
      • Use main anchor text
      • Push more popular categories
      • More PR passed to the page
      Twitter.com/paulspread
    • Example of Strong Internal Linking
      Find it quick section on www.ideasbynet.com
      • Useful for customers and search engines
      • Only keyword links
      • High search volume keywords
      • Provides each important page with more internal links
      Twitter.com/paulspread
    • Common Ecommerce SEO Issues
    • 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
    • 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
    • Duplicate Product Descriptions
      Some products are very similar
      How to Fix
      • Rewrite all the product descriptions
      • 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
    • Example from Amazon.co.uk
      Twitter.com/paulspread
    • Further Ecommerce SEO Advice
    • Pushing New Products
      To push new products
      • Create a blog about the new product
      • Write some unique content
      • Your blog post gets the credit
      • Wait for product to be released
      • Redirect blog to product page
      • Product page gets a boost in the SERPs
      Blog page
      301 redirect
      Product Page
      Blog page
      Twitter.com/paulspread
    • Using Multiple Sitemaps
      Indexing Issues, Use multiple sitemaps
      • Look at number of pages indexed by type
      • By Level of the site
      • Helps diagnose issues
      Twitter.com/paulspread
    • Using Site Search
      Discover your Internal search data
      • Great for ecommerce websites
      • Need lots of traffic for actionable data
      To enable site search simply do the following:
      • Login to Analytics
      • Edit profile
      • Select do track site search
      • Enter query parameter
      • 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
    • Using Site Search
      Site search enabled in Google Analytics
      Review data and act on this
      • Change landing pages
      • Bid on the niche keywords in PPC
      • Add top searched products to main navigation
      • Change content on the home page
      • Look for searches that return 0 results
      • Update product catalogue
      Act early to beat your competitors
      Twitter.com/paulspread
    • Link Building ForEcommerce Websites
    • 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
      • Act on this invaluable data
      Search term ‘32 inch LCD TV’
      • http://www.richersounds.com/products/home-cinema/lcd-and-plasma/lcd-tv
      • http://www.directtvs.co.uk/32-39_Inch_LCD_TVs/prod.asp
      Twitter.com/paulspread
    • 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
      • Count
      Twitter.com/paulspread
    • Reviewing your link portfolio
      Credit to Patrick Altoft from Branded 3
      Twitter.com/paulspread
    • Reviewing your link portfolio
      SIMPLES
      Other Metrics to review include:
      • Domain Authority
      • MOZ Rank – Domain and Page
      • Yahoo Links
      • Moz Trust - Domain and Page
      • Majestic SEO links
      • Number of root domains
      • Internal/External Linking pages
      Discover where your page is lacking strength
      http://www.seomoz.org/linkscape
      Twitter.com/paulspread
    • Ecommerce Link Building Tips
      Now know what types of links to build
      • Top heavy with external links
      • Target links to inner pages, traffic orderBuild from the following links
      • Press releases
      • Review Products
      • Use mini sites
      • Forums – post about your new products
      • Social Media, Videos
      • Contacts
      Twitter.com/paulspread
    • Conclusion
      Planning
      • Carefully plan keyword research
      • Review your competitors
      • Plan site taxonomy
      • Keyword map inner pages
      Technical
      • Plan your internal linking
      • Add a review system
      • Create flat product structure
      • 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
    • Question / Debate
      Stand – E2100
      Twitter.com/paulspread