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My SEO for ecommerce presentation at Internet World in April 2010

My SEO for ecommerce presentation at Internet World in April 2010

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  • This seminar assumes you have some SEO knowledgeIf you have any questions please contact see my after the presentation or on Stand – E2100In the seminar is some great tips for those of you that are thinking about having an ecommerce site, and thoseOf you who already have one
  • Users prefer small businesses as they have a more personal touchEliminates costs as customer taken straight to the product (staff, lighting, etc, overheads)
  • Is the support reliable?Do you have access to edit content, meta, HTML etc? Can you get to the root of the server?Can you get access to the hosting account, do you have control over the server?Does the system create duplication issues due to the way it has been builtDedicated servers are better as you have more control over the technologyCan you change the information layout (i.e. URL, etc)Some systems are inherently more SEO friendly than others
  • Planning is the key to a successful website.The main things to think about are keyword research, your competition and the structure of your siteIs it ecommerce platform SEO friendly to begin with?
  • You should know your products, you need to discover what people are searching for onlineThink about keywords for the whole store not just the top levels of the siteKeyword research should be completed on categories and sub categories
  • These are some of the great tools to useSome are free some are not
  • Be realistic you know which keywords aren’t achievable, you should know your businessThe keyword difficulty tool from SEOMOZ is a great marker for how difficult it is to achieve.Use tools to discover more longtail keywords for each category
  • Home page rankinggenerally means the site is nicheInner pages mean it is a service they offer on the siteUse yahoo site explorer to check internal and external links to the pageDoes the content optimised i.e keyword density OK, keyword in a header tag
  • Are they pushing this page, is there lots of content on the siteHow old is the site, Google trusts older websites.How many external links does the page haveIs the content on the site optimisedAre they writing blogs to improve internal linking
  • Site taxonomy is information layoutReview your keyword list and traffic to decide on landing pages for the siteFor example the following pages would be made for a television site as there are lots of searchesToo often SEO pages are bolted onto the siteThey should form part of the site plan from the beginning
  • Site selling televisionsTelevisions are just listed by brands, losing out on all other searches such as size, type and combinations of themThis site will lose out on traffic for all other searches
  • Now you have your keywords and landing pagesMap keywords to pages in ExcelThink about relevancy and always include the main keyword firstThis will also provide you with the title, description and keywords for each page (meta data)As well as the content to add to the page
  • More links a page has the more strengthNon important pages should be consolidated, i.e. Privacy policy, about us, etcThis can be achieved by adding the links to a company information pagePeople used to use the nofollow attribute to sculpt Page Rank, this no longer worksTo combat this use clever site design to pass strength to the right places
  • Many ecommerce sites are flooded with links, due to heavy internal linkingSports Direct used to link to all categories and sub categories on the main site template, this lead to the template flooding with linksThis can be fixed by dynamic navigationGood example above from Sports DirectTry to ensure the template has less than 150 internal links as a rule
  • Some sub categories have more search volume than othersThese pages should have more internal linksThe buckets indicate how this can be visualised
  • The find it quick section on www.ideasbynet.comDeep links top searched sub categoriesPasses PageRank to these important pagesUses researched keywords for linksHas been built for SEO Purposes
  • Duplicate content due to filters and paginated resultsSome websites can have lots of combinationsi.e colour, size, price etc.Can create hundreds of pages of duplicate contentThis clogs up Google’s index of the site, and Google can get confused as to what was the original page
  • Fix duplicate content by flattening the product URLsOnly 1 link for users to link toRedirecting duplicate pages moves any link juice to the main product pageThe URL is more relevant for someone searching for a productNoindex follow ensures no duplicate content but the product links are all indexed.If you block paginated results and filters in robots.txt you need a view all pageThis ensures that the products can still be indexed and that they are all not blankThe view all page cannot contain duplicate content
  • Rewriting the product descriptions could take foreverIt Is very boringInternal reviews can be falseExternal review systems are more trustedJust Search partner with Feefo, they email your customers and add reviews to the siteThese reviews are real and are known to increase conversions by 30%Also improves Google product search as there is more information on each product page
  • Amazon.com add reviews to their product pagesThe above example shows a review for a game called Call of Duty
  • The history from the blog is passed to the new product pageGives the product page a boost in the search results
  • Helps diagnose SEO issues on different levels of your siteYou know where more SEO content is required. Easy to see issues in GWT,Fix Category Levels FirstDepending on the size of the site you may want to break this down moreReview Regularly.
  • The example here shows a search for a film called shutter island on www.play.comWith site search enabled you can now track this data
  • Create landing pages for high searched termsAct early to beat competitors here on both PPC and SEO
  • Important to review your links Saves time building links you don’t needSave money!
  • Export data into a CSVCount column required to calculate total number of links for each qualityPivot the data
  • This shows that URL 1 has a much wider portfolio of linksLook for data trends between you and your competitors
  • This method can be used for various types of metrics, you could checkMoz Rank, Moz Trust, Domain Authority, Page AuthorityLinkscape from SEOMOZ can supply this information, you have to be a member of SEOMOZ to view the dataYou should now have a good idea as to what type of links you need
  • Contact webmasters of other relevant sites, offer something in returnUse mini sites such as blogger, wordpress to link back to main site, make sure content is uniquePush new products on Facebook and Twitter and Google merchantUse contacts such as business partners, suppliers, clients etc for links
  • Planning and research is the key to success, ecommerce SEO is a huge subject, this is just a taster as to what to doLooking at your information layout is also important, your competitors can show you how to do thisThey are doing well so why not copy?! Profiling links stops wasting time and money on unnecessary link building

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 :
    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:
    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
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