Advanced SEO for ecommerce sites

ADVANCED SEO FOR
ECOMMERCE SITES
Patrick Altoft
Director of Search, Branded3

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

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?

Product Launch Roadmap

Perfect product launch

Expired Products
Keep page live
Show appropriate message
Display similar products

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

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

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

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

Graze.com

Data Markup
www.google.com/support/webmasters/bin/answer.py?hl=en&answer=146750

Google Panda Update

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?

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?

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/

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

http://www.blogstorm.co.uk	9566
http://www.distilled.net	6577
http://www.branded3.com	484
http://feeds.feedburner.com	214
http://www.webguild.org	161
http://kogentis.de	99
http://www.razvanalexa.ro	70
http://s1-suchmaschinenoptimierung.de	66
http://translate.googleusercontent.com	23
http://paper.li	14
http://www.inhergentlejaws.com	11
http://branded3.agencypreview.info	11
http://www.opinion-leadership.de	9
http://webcache.googleusercontent.com	8
http://distilled.tekhoi.com	7
http://www.jatinmahindra.com	6
http://jlcoassin.tumblr.com	6
http://tweetedtimes.com	5
http://www.netvibes.com	5
http://localhost	4
http://blogsofseo.blogspot.com	4
http://static.slidesharecdn.com	3
http://207.46.192.232	3
http://blendingthemix.tumblr.com	3
http://whatisecommerce.wordpress.com	2
http://www.emarketinghut.com	2
http://b3.dev	2
http://reader.youdao.com	2
http://xianguo.com	2
http://us-w1.rockmelt.com	1
http://www.twylah.com	1
http://fanyi.youdao.com	1
https://mail.google.com	1
http://www.newsblur.com	1
http://sbmingledesigns.com	1
http://www.onlydoo.com	1
http://www.via6.com	1
http://dashboard.bloglines.com	1
http://www.slideshare.net	1
http://www.internetmarketingblogs.co.uk	1

Advanced SEO for ecommerce sites

by Patrick Altoft on May 12, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

40 Embeds 17,380

Statistics

Advanced SEO for ecommerce sites — Presentation Transcript