Advanced SEO for ecommerce sites
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Advanced SEO for ecommerce sites

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Presentation from Internet World 2011 from Patrick Altoft. Details how to optimise and build links to ecommerce websites.

Presentation from Internet World 2011 from Patrick Altoft. Details how to optimise and build links to ecommerce websites.

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Transcript

  • 1. ADVANCED SEO FOR
    ECOMMERCE SITES
    Patrick Altoft
    Director of Search, Branded3
  • 2. Ecommerce site challenges - scale
    Require rankings for
    Product names & variations with product pages
    Generic keywords & variations with category pages
    1000 products with 3 primary keywords each
    50 category & sub-category pages with 5 primary keywords each
    3250 keywords requiring onsite & offsite optimisation plus daily rank tracking & monthly traffic & revenue reporting
  • 3. Ecommerce site challenges - links
    Commercial sites struggle to attract natural links
    Google is against paid links
    Recent outings include JC Penney, Overstock & all the US online florists
    How can you build links to over 1000 pages?
  • 4. Product Launch Roadmap
  • 5. Perfect product launch
  • 6. Expired Products
    Keep page live
    Show appropriate message
    Display similar products
  • 7. Linkbuilding Via Widgets
    We developed a PHP widget to showcase the top 5 products or deals in each category of a clients ecommerce site
    Also available as a Wordpress plugin
    Allows us to dynamically update thousands of links across dozens of websites remotely as new products are added or old ones removed
    Links to category, homepage & 5 products
    Ultimate scalable & natural linkbuilding system
  • 8. Linkbuilding Ideas
    Awards for top bloggers in your sector
    Product giveaways
    Press releases & arranging coverage
    Providing images for review posts
    Offering content to affiliate sites & blogs
    Linkbait style blog posts
  • 9. Social Media Links
    Google counts tweets & Facebook shares/likes as links
    Lots of people run competitions on Twitter
    We’ve taken things a step further and ask for users to tweet links to our clients product pages to enter
    Client gets valuable traffic, exposure & new followers
    Via competwition.com (version 2 coming soon) we gained 4000 new followers in a week to one client
    Our twitition.com site has 690,000 followers
  • 10. Followup Emails
    Email customers after 7 days
    Offer a monthly prize if users
    Leave a review of the product they bought
    Follow you on Twitter & Facebook
    Offer a voucher if users recommend you to their friends
    Give them links to share via social media
  • 11. Graze.com
  • 12. Data Markup
    www.google.com/support/webmasters/bin/answer.py?hl=en&answer=146750
  • 13.
  • 14. Google Panda Update
  • 15. Google Panda Update
  • 16. Google Panda Update
    Would you trust the information presented in this article?
    Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?
    Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
    Would you be comfortable giving your credit card information to this site?
    Does this article have spelling, stylistic, or factual errors?
    Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
    Does the article provide original content or information, original reporting, original research, or original analysis?
    Does the page provide substantial value when compared to other pages in search results?
    How much quality control is done on content?
    Does the article describe both sides of a story?
  • 17. Google Panda Update
    Is the site a recognized authority on its topic?
    Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?
    Was the article edited well, or does it appear sloppy or hastily produced?
    For a health related query, would you trust information from this site?
    Would you recognize this site as an authoritative source when mentioned by name?
    Does this article provide a complete or comprehensive description of the topic?
    Does this article contain insightful analysis or interesting information that is beyond obvious?
    Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
    Does this article have an excessive amount of ads that distract from or interfere with the main content?
    Would you expect to see this article in a printed magazine, encyclopedia or book?
    Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
    Are the pages produced with great care and attention to detail vs. less attention to detail?
    Would users complain when they see pages from this site?
  • 18. Google Panda Links
    googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
    www.seobook.com/questioning-questions
    seogadget.co.uk/high-quality-web-sites-the-new-google-ranking-factor/
    www.webuildpages.com/blog/google/short-clicks-long-clicks-pogosticking/
  • 19. Learning more
    Come and see us on stand E5062
    Read Blogstorm.co.uk - UK’s largest blog about SEO with over 10,000 daily readers
    Email patrick@branded3.com for free SEO advice
    Visit our website at Branded3.com