They can contain legacy
URL structures that are difficult to
resulting in ugly URLs like this
That cause massive duplicate
content issues across thousands of
But URLs aren’t the only reason why
duplicate content exists on
These product pages have the same
content as other eCommerce sites
because the only content they contain comes from
the manufacturer’s product description.
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
Not to mention eCommerce sites are
for having “boring” category pages that few sites
want to link to.
Why? Many eCommerce sites lack a
unique value proposition.
Think about your site.
What Makes Your Site Unique?
Encourage Product Reviews
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).
Or Analyze the Reviews Yourself
Like Revoo’s Just Buy This One
Look Into Utilizing Product
Review Vendors (for English-speaking
Make sure review content
appears within the code
and mark up aggregate
reviews using schema.org
Sell “Unique” Products.
Get press coverage based on the interest it receives
Coverage = links!
Example of a Unique Product
Zombie Apocalypse Shopping Experience from
Or a Unique Twist on Common
Robot Tea Infuser generated 789 Links from 201
LRDs for Modcloth
These Products Aren’t One-Time
Leverage new opportunities by
pitching fresh angles
Original product released in 2011
Produce Product Videos – Increase
Conversions and Rankings
Should be placed on product pages (not on
YouTube). Utilize rich snippets.
Example of rich snippets appearing in
the Google SERPs
Videos Can Also Be Transcribed
Video transcriptions are considered unique
Receive Credit for Photos
Make photos embeddable. Add a script to images, so if
someone right clicks on it, they’ll get an embed code with a link.
Incentivize and Intrigue Customers
Plant Konami codes on the site to reveal product discounts. Change
it every day to a different product - generate traffic, awareness, and
Received links from:
Want More Tips?
These work for awhile,
but have limited potential.
It’s time to start thinking
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
So That We Can Create This!
via Adria Saracino, Head of Outreach at Distilled
You Need to Gather Data
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
Obtain Customer/Product Insights
By surveying/interviewing existing customers and
going through the sales process yourself
Figure Out Your Audience
Now, it’s time to put together some customer
personas based on the data we collected.
Understand Your Brand Voice
A great brand voice guide by MailChimp
And Incorporate that Brand Voice
Into Your Content
Ensure your content speaks to your audience
personas (example: Bonobos.com)
Email campaigns Lookbook
Create a Content Plan
An editorial calendar will keep all planned content
organized and make sure everyone is on the same page.
Future of Commerce - integration of
commerce and content
Example: Whole Foods puts together an online
And Red Bull
Here’s What You Create
With This Data
Mr. Porter Video Series. This specific video received 108,918 views
– perfect way to leverage brand awareness utilizing YouTube
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 to target and the type
of stories to pitch that will generate organic search value.
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.
Don’t Forget to Think Outside the
Box and Have Fun!
Metrics to Measure Success
Create an eCommerce Tracking Plan
A great resource for all your Google Analytics ecommerce tracking needs.
Metrics to Measure Success
Organic Traffic, Page
Likes, Shares, Tweets
Value of Customer
Content Funnel + Metrics
Consolidation of Content Based on
Where It Sits in the Funnel