eCommerce SEO: Content and
Link Strategies
STEPHANIE CHANG
STEPHANIE CHANG
Consultant, Distilled
stephanie.chang@distilled.net
@stephpchang
eCommerce Sites are
Challenging
They can contain legacy
URL structures that are difficult to
change
resulting in ugly URLs like this
http://www.site.com/lists/nonbrowseskussetgrid.aspx?SkusetId=813166&cm_sp=W13_09_902_LYSO...
That cause massive duplicate
content issues across thousands of
product pages.
But URLs aren’t the only reason why
duplicate content exists on
eCommerce sites
These product pages have the same
content as other eCommerce sites
because the only content they contain comes from
the ma...
Thin and duplicate content
significantly increases your site’s
chances of getting hit by Panda
It’s about having unique content.
Not unique as in what % of my content
is different from every other site
Unique as in standing out. Here’s a
great article on redefining unique
content.
Not to mention eCommerce sites are
known
Stephanie Chang@stephpchang
for having “boring” category pages that few sites
wan...
Why? Many eCommerce sites lack a
unique value proposition.
Stephanie Chang@stephpchang
Think about your site.
What Makes Your Site Unique?
Short-Term
Tactical/Strategic
Content Ideas
Encourage Product Reviews
Stephanie Chang@stephpchang
Make it obvious for customers to write product reviews. Remind
users...
Or Analyze the Reviews Yourself
Stephanie Chang@stephpchang
Like Revoo’s Just Buy This One
Look Into Utilizing Product
Review Vendors (for English-speaking
audiences)
Stephanie Chang@stephpchang
http://www.seoverf...
Sell “Unique” Products.
Stephanie Chang@stephpchang
Get press coverage based on the interest it receives
Coverage = links!
Example of a Unique Product
Stephanie Chang@stephpchang
Zombie Apocalypse Shopping Experience from
wish.co.uk
Or a Unique Twist on Common
Products
Stephanie Chang@stephpchang
Robot Tea Infuser generated 789 Links from 201
LRDs for M...
These Products Aren’t One-Time
Opportunities
Leverage new opportunities by
pitching fresh angles
Original product released...
Produce Product Videos – Increase
Conversions and Rankings
Stephanie Chang@stephpchang
Should be placed on product pages (...
Videos Can Also Be Transcribed
Stephanie Chang@stephpchang
Video transcriptions are considered unique
content.
Receive Credit for Photos
Stephanie Chang@stephpchang
Make photos embeddable. Add a script to images, so if
someone right ...
Incentivize and Intrigue Customers
Stephanie Chang@stephpchang
Plant Konami codes on the site to reveal product discounts....
Want More Tips?
Stephanie Chang@stephpchang
http://www.linkbuildingbook.com/link-building-
resources.html#Ecommerce
These work for awhile,
but have limited potential.
It’s time to start thinking
long term.
The Content Strategy
Short-term strategies usually involve
getting links, but not necessarily the
acquisition of customers.
Our end goal should be to acquire
BOTH links and customers
by growing long-term organic traffic
through content that speaks to our
brand.
So That We Can Create This!
Stephanie Chang@stephpchang
via Adria Saracino, Head of Outreach at Distilled
http://www.slide...
You Need to Gather Data
Stephanie Chang@stephpchang
Using existing data from Google Analytics, various
SEO Tools, and cond...
Obtain Customer/Product Insights
Stephanie Chang@stephpchang
By surveying/interviewing existing customers and
going throug...
Figure Out Your Audience
Stephanie Chang@stephpchang
Now, it’s time to put together some customer
personas based on the da...
Understand Your Brand Voice
Stephanie Chang@stephpchang
http://voiceandtone.com
A great brand voice guide by MailChimp
And Incorporate that Brand Voice
Into Your Content
Stephanie Chang@stephpchang
Ensure your content speaks to your audience...
Create a Content Plan
Stephanie Chang@stephpchang
An editorial calendar will keep all planned content
organized and make s...
Future of Commerce - integration of
commerce and content
Stephanie Chang@stephpchang
Example: Whole Foods puts together an...
And Red Bull
Stephanie Chang@stephpchang
http://contently.com/strategist/2012/01/24/red-bull-media-house/
Here’s What You Create
With This Data
Stephanie Chang@stephpchang
Mr. Porter Video Series. This specific video received 10...
And there’s more from Mr. Porter
These numbers did not come from link building, but
from a cohesive content strategy.
Other Types of Content
You Can Create
Customized Products From Polyvore and
Kate Spade Saturday
When Putting Together This Content, Think
about How PR and SEO Can Work Together
Integration helps in identifying keywords...
Asking for Links from Journalists
Be gentle when asking for a link. Ask for attribution/credit and
be sure to ask for the ...
Don’t Forget to Think Outside the
Box and Have Fun!
http://producten.hema.nl/
Metrics to Measure Success
Create an eCommerce Tracking Plan
Stephanie Chang@stephpchang
http://cutroni.com/blog/category/ecommerce/
A great resource...
Metrics to Measure Success
Stephanie Chang@stephpchang
http://www.convinceandconvert.com/content-marketing-2/the-4-types-o...
Content Funnel + Metrics
Consolidation of Content Based on
Where It Sits in the Funnel
Consumption
Metrics
Share Metrics
L...
• LCV / RFM
• Churn %
• Retention %
• Repeat visits
• Net promoter score
• Purchases
• LCV / RFM
• CPA
• Avg. $/user
• Lat...
See, Think, Do
Stephanie Chang@stephpchang
http://www.kaushik.net/avinash/see-think-do-content-marketing-
measurement-busi...
The Content Marketing Framework
Keep iterating and learning throughout this process.
Have clarity on what content speaks
to your site’s core audience
This will ultimately garner both
customers and links.
Thanks.
Any questions?
STEPHANIE CHANG
stephanie.chang@distilled.net
@stephpchang
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eCommerce SEO: SEOZONE Istanbul

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eCommerce SEO: SEOZONE Istanbul

  1. 1. eCommerce SEO: Content and Link Strategies STEPHANIE CHANG
  2. 2. STEPHANIE CHANG Consultant, Distilled stephanie.chang@distilled.net @stephpchang
  3. 3. eCommerce Sites are Challenging
  4. 4. They can contain legacy URL structures that are difficult to change
  5. 5. resulting in ugly URLs like this http://www.site.com/lists/nonbrowseskussetgrid.aspx?SkusetId=813166&cm_sp=W13_09_902_LYSOL-_-Na-_- Na&web_track_id=103708553&position_id=7&promocode=99999&lcb=1
  6. 6. That cause massive duplicate content issues across thousands of product pages.
  7. 7. But URLs aren’t the only reason why duplicate content exists on eCommerce sites
  8. 8. These product pages have the same content as other eCommerce sites because the only content they contain comes from the manufacturer’s product description.
  9. 9. Thin and duplicate content significantly increases your site’s chances of getting hit by Panda
  10. 10. It’s about having unique content. Not unique as in what % of my content is different from every other site
  11. 11. Unique as in standing out. Here’s a great article on redefining unique content.
  12. 12. Not to mention eCommerce sites are known Stephanie Chang@stephpchang for having “boring” category pages that few sites want to link to.
  13. 13. Why? Many eCommerce sites lack a unique value proposition. Stephanie Chang@stephpchang Think about your site.
  14. 14. What Makes Your Site Unique?
  15. 15. Short-Term Tactical/Strategic Content Ideas
  16. 16. Encourage Product Reviews Stephanie Chang@stephpchang Make it obvious for customers to write product reviews. Remind users to write reviews, while also offering them incentives to do so (especially for the first reviewer). Amazon Email Amazon Incentive
  17. 17. Or Analyze the Reviews Yourself Stephanie Chang@stephpchang Like Revoo’s Just Buy This One
  18. 18. Look Into Utilizing Product Review Vendors (for English-speaking audiences) Stephanie Chang@stephpchang http://www.seoverflow.com/ecommerce-product-reviews/ by @balibones Make sure review content appears within the code and mark up aggregate reviews using schema.org
  19. 19. Sell “Unique” Products. Stephanie Chang@stephpchang Get press coverage based on the interest it receives Coverage = links!
  20. 20. Example of a Unique Product Stephanie Chang@stephpchang Zombie Apocalypse Shopping Experience from wish.co.uk
  21. 21. Or a Unique Twist on Common Products Stephanie Chang@stephpchang Robot Tea Infuser generated 789 Links from 201 LRDs for Modcloth
  22. 22. These Products Aren’t One-Time Opportunities Leverage new opportunities by pitching fresh angles Original product released in 2011
  23. 23. Produce Product Videos – Increase Conversions and Rankings Stephanie Chang@stephpchang Should be placed on product pages (not on YouTube). Utilize rich snippets. Example of rich snippets appearing in the Google SERPs
  24. 24. Videos Can Also Be Transcribed Stephanie Chang@stephpchang Video transcriptions are considered unique content.
  25. 25. Receive Credit for Photos Stephanie Chang@stephpchang Make photos embeddable. Add a script to images, so if someone right clicks on it, they’ll get an embed code with a link. http://www.paddymoogan.com/embeddemo/
  26. 26. Incentivize and Intrigue Customers Stephanie Chang@stephpchang Plant Konami codes on the site to reveal product discounts. Change it every day to a different product - generate traffic, awareness, and links. Received links from: www.independent.co.uk ww.gizmodo.co.uk www.buzzfeed.com
  27. 27. Want More Tips? Stephanie Chang@stephpchang http://www.linkbuildingbook.com/link-building- resources.html#Ecommerce
  28. 28. These work for awhile, but have limited potential. It’s time to start thinking long term.
  29. 29. The Content Strategy
  30. 30. Short-term strategies usually involve getting links, but not necessarily the acquisition of customers.
  31. 31. Our end goal should be to acquire BOTH links and customers
  32. 32. by growing long-term organic traffic through content that speaks to our brand.
  33. 33. So That We Can Create This! Stephanie Chang@stephpchang via Adria Saracino, Head of Outreach at Distilled http://www.slideshare.net/DistilledSEO/adria-saracinosearchlove-san-diego-2013why- your-cm-is-failingfinal
  34. 34. You Need to Gather Data Stephanie Chang@stephpchang Using existing data from Google Analytics, various SEO Tools, and conducting competitor analysis 1. Google Analytics 2. SEO Metrics 3. Keyword Research 4. Competitor Analysis 5. Existing Content Review
  35. 35. Obtain Customer/Product Insights Stephanie Chang@stephpchang By surveying/interviewing existing customers and going through the sales process yourself
  36. 36. Figure Out Your Audience Stephanie Chang@stephpchang Now, it’s time to put together some customer personas based on the data we collected.
  37. 37. Understand Your Brand Voice Stephanie Chang@stephpchang http://voiceandtone.com A great brand voice guide by MailChimp
  38. 38. And Incorporate that Brand Voice Into Your Content Stephanie Chang@stephpchang Ensure your content speaks to your audience personas (example: Bonobos.com) Email campaigns Lookbook
  39. 39. Create a Content Plan Stephanie Chang@stephpchang An editorial calendar will keep all planned content organized and make sure everyone is on the same page. http://contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/
  40. 40. Future of Commerce - integration of commerce and content Stephanie Chang@stephpchang Example: Whole Foods puts together an online magazine
  41. 41. And Red Bull Stephanie Chang@stephpchang http://contently.com/strategist/2012/01/24/red-bull-media-house/
  42. 42. Here’s What You Create With This Data Stephanie Chang@stephpchang Mr. Porter Video Series. This specific video received 108,918 views – perfect way to leverage brand awareness utilizing YouTube
  43. 43. And there’s more from Mr. Porter These numbers did not come from link building, but from a cohesive content strategy.
  44. 44. Other Types of Content You Can Create Customized Products From Polyvore and Kate Spade Saturday
  45. 45. When Putting Together This Content, Think about How PR and SEO Can Work Together Integration helps in identifying keywords to target and the type of stories to pitch that will generate organic search value.
  46. 46. Asking for Links from Journalists Be gentle when asking for a link. Ask for attribution/credit and be sure to ask for the followed link at the beginning.
  47. 47. Don’t Forget to Think Outside the Box and Have Fun! http://producten.hema.nl/
  48. 48. Metrics to Measure Success
  49. 49. Create an eCommerce Tracking Plan Stephanie Chang@stephpchang http://cutroni.com/blog/category/ecommerce/ A great resource for all your Google Analytics ecommerce tracking needs.
  50. 50. Metrics to Measure Success Stephanie Chang@stephpchang http://www.convinceandconvert.com/content-marketing-2/the-4-types-of-content-metrics- that-matter/ Organic Traffic, Page Views, Downloads Facebook Likes, Shares, Tweets Trials/Demo/Email Sign ups Revenue, Lifetime Value of Customer
  51. 51. Content Funnel + Metrics Consolidation of Content Based on Where It Sits in the Funnel Consumption Metrics Share Metrics Lead Generation Metrics Sales/Retention Metrics
  52. 52. • LCV / RFM • Churn % • Retention % • Repeat visits • Net promoter score • Purchases • LCV / RFM • CPA • Avg. $/user • Latency • Sign-ups • Inquiries • Downloads • Referrals • Assisted leads @stephpchangStephanie Chang CONSUME LEAD SELL/RETAINRETAIN • Mentions • Shares • Links • Traffic • Rankings • Affinity http://www.slideshare.net/DistilledSEO/adria-saracinosearchlove-san-diego-2013why-your-cm-is-failingfinal
  53. 53. See, Think, Do Stephanie Chang@stephpchang http://www.kaushik.net/avinash/see-think-do-content-marketing- measurement-business-framework/
  54. 54. The Content Marketing Framework Keep iterating and learning throughout this process.
  55. 55. Have clarity on what content speaks to your site’s core audience
  56. 56. This will ultimately garner both customers and links.
  57. 57. Thanks. Any questions? STEPHANIE CHANG stephanie.chang@distilled.net @stephpchang
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