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Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
Seo for-ecommerce-sites-ps
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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

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

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  • 1. SEO For Ecommerce Sites<br />By Paul Spreadbury<br />SEO Manager <br />Just Search Ltd<br />
  • 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. Pay Per Click
  • 4. Ecommerce SEO
  • 5. Website Architecture , link building</li></ul>Experience<br /><ul><li> 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</li></ul>Twitter.com/paulspread<br />
  • 8. Learning Objectives<br />Learning Objectives<br /><ul><li> 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</li></ul>Twitter.com/paulspread<br />
  • 16. Why Have an Ecommerce Site? <br />Almost instant changes to<br /><ul><li>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</li></ul>UK Online ecommerce spending statistics<br /><ul><li> UK Spend Aug 2008 - £3.8 billion
  • 22. UK spend 2008 - £43.8 billion</li></ul>**Figures from IMRG**<br />Twitter.com/paulspread<br />
  • 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. Access
  • 25. Duplication
  • 26. Search Engine Friendly URLs
  • 27. Hosting
  • 28. Taxonomy </li></ul>Twitter.com/paulspread<br />
  • 29. Planning<br />Plan the following<br />Keyword Research<br />Review Competition<br />Site Structure<br /><ul><li> 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</li></ul>Twitter.com/paulspread<br />
  • 38. Keyword Research<br />
  • 39. Keyword Research<br />Most fundamental part of any SEO campaign<br />Start with<br /><ul><li> 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</li></ul>Twitter.com/paulspread<br />
  • 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. Create Keyword List<br />Export the data to Excel. You will have 3 types of keywords:<br /><ul><li> Competitive keywords
  • 47. Niche Keywords
  • 48. High Traffic less competitive keywords (important)</li></ul>Filter keywords by:<br /><ul><li> 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</li></ul>http://www.seomoz.org/keyword-difficulty<br />Twitter.com/paulspread<br />
  • 54. Competitor Analysis<br />
  • 55. Review Competitors<br />You should now have a list of keywords<br /><ul><li> Time to review your competitition
  • 56. Pick a selection of important keywords
  • 57. High traffic, low competition</li></ul>Search term in Google<br /><ul><li> 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?</li></ul>Twitter.com/paulspread<br />
  • 62. What to Look For<br /><ul><li> 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</li></ul> - High traffic - Low competition<br /> - Poor optimisation<br />Twitter.com/paulspread<br />
  • 70. Site Taxonomy<br />
  • 71. Decide on Site Taxonomy<br />Review Site taxonomy<br /><ul><li>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</li></ul>Twitter.com/paulspread<br />
  • 75. Poor Site Taxonomy<br />Twitter.com/paulspread<br />
  • 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. 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</li></ul>Keyword map example<br />Twitter.com/paulspread<br />
  • 82. Internal Link Structure<br />
  • 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. Important pages linked in template
  • 85. More links to important sub categories
  • 86. Clever site designpasses strength right places </li></ul>Twitter.com/paulspread<br />
  • 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. 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</li></ul>Twitter.com/paulspread<br />
  • 95. Sub Categories with High Traffic<br /><ul><li> 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</li></ul>Twitter.com/paulspread<br />
  • 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. Only keyword links
  • 102. High search volume keywords
  • 103. Provides each important page with more internal links</li></ul>Twitter.com/paulspread<br />
  • 104. Common Ecommerce SEO Issues<br />
  • 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. 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. Duplicate Product Descriptions<br />Some products are very similar<br />How to Fix<br /><ul><li> Rewrite all the product descriptions
  • 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. Example from Amazon.co.uk<br />Twitter.com/paulspread<br />
  • 110. Further Ecommerce SEO Advice<br />
  • 111. Pushing New Products<br />To push new products<br /><ul><li>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</li></ul>Blog page<br />301 redirect<br />Product Page<br />Blog page<br />Twitter.com/paulspread<br />
  • 117. Using Multiple Sitemaps<br />Indexing Issues, Use multiple sitemaps<br /><ul><li> Look at number of pages indexed by type
  • 118. By Level of the site
  • 119. Helps diagnose issues</li></ul>Twitter.com/paulspread<br />
  • 120. Using Site Search<br />Discover your Internal search data<br /><ul><li> Great for ecommerce websites
  • 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. Edit profile
  • 123. Select do track site search
  • 124. Enter query parameter
  • 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. Using Site Search<br />Site search enabled in Google Analytics<br />Review data and act on this<br /><ul><li> 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</li></ul>Act early to beat your competitors<br />Twitter.com/paulspread<br />
  • 132. Link Building ForEcommerce Websites<br />
  • 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. 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. http://www.directtvs.co.uk/32-39_Inch_LCD_TVs/prod.asp </li></ul>Twitter.com/paulspread<br />
  • 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. Count</li></ul>Twitter.com/paulspread<br />
  • 138. Reviewing your link portfolio<br />Credit to Patrick Altoft from Branded 3<br />Twitter.com/paulspread<br />
  • 139. Reviewing your link portfolio<br />SIMPLES<br />Other Metrics to review include:<br /><ul><li> 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</li></ul>Discover where your page is lacking strength<br />http://www.seomoz.org/linkscape<br />Twitter.com/paulspread<br />
  • 146. Ecommerce Link Building Tips<br />Now know what types of links to build<br /><ul><li> 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 </li></ul>Twitter.com/paulspread<br />
  • 154. Conclusion<br />Planning<br /><ul><li>Carefully plan keyword research
  • 155. Review your competitors
  • 156. Plan site taxonomy
  • 157. Keyword map inner pages</li></ul>Technical<br /><ul><li> Plan your internal linking
  • 158. Add a review system
  • 159. Create flat product structure
  • 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. Question / Debate<br />Stand – E2100<br />Twitter.com/paulspread<br />

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