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18th April 20125 Killer SEO Tactics for Ecommerce        iOnSearch
Stu Owens   Head of Search, Bloom   –   7 years in SEO & Digital   –   Client side and agency side   –   Ecommerce backgro...
1.   Page & Keyphrase Targeting2.   Filling in the gaps3.   Error Management4.   Use your Data5.   Connect with your Audie...
What are your verticals worth?  Category              Sub-category            Product  High traffic, low      High traffic...
Allow your products to be found, not searched for.              ✔ Images from Distilled                                ✗1:...
Brand – ‘Fufff’                                               Home Page                                          Category ...
1.   Identify what you have (brand, non-brand)2.   Know what needs to be done3.   Make it happen2: Filling in the Gaps
3: Manage Page Attrition• Look for Errors:   – Screaming Frog SEO Spider   – GWT   – Xenu• 404s, 302, 301s• Error fixing i...
Out of Stock? Out of Luck!                                                            Oh dear indeed!•   Products gather l...
Your customer data can tell you more than just sales!4: Use Your Data
• Data infographic!   – Linkbait campaign   – News / media links galore!4: Use Your Data
• Find the conversation – and engage!   – Finding influential people (twazzup, twitter)   – Appeal to their vanity – creat...
Stu Owens   Head of Search, Bloom   –   7 years in SEO & Digital   –   Client side and agency side   –   Ecommerce backgro...
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ionSearch Ecommerce SEO Presentation

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My Presentation from the Expert Panel at iOnsearch Leeds. This presentation was focused on five winning tactics for Ecommerce SEO.

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Transcript of "ionSearch Ecommerce SEO Presentation"

  1. 1. 18th April 20125 Killer SEO Tactics for Ecommerce iOnSearch
  2. 2. Stu Owens Head of Search, Bloom – 7 years in SEO & Digital – Client side and agency side – Ecommerce background – International SEO sowens@bloomagency.co.uk @samuistu http://uk.linkedin.com/in/stuowensEcommerce SEO
  3. 3. 1. Page & Keyphrase Targeting2. Filling in the gaps3. Error Management4. Use your Data5. Connect with your Audience5 Killer SEO Tactics for Ecommerce
  4. 4. What are your verticals worth? Category Sub-category Product High traffic, low High traffic, medium Low traffic, high conversion conversion conversion1: Page & Keyphrase Targeting
  5. 5. Allow your products to be found, not searched for. ✔ Images from Distilled ✗1: Page & Keyphrase Targeting
  6. 6. Brand – ‘Fufff’ Home Page Category 1 Category 2 Head – ‘widgets’ Sub-Category Sub Category Sub Category Sub Category Mid – ‘kitchen widgets’ 1.0 1.1 2.0 2.1 Long Tail – ‘Sony Product Product Product Product LP67THX Widget’’1: Page & Keyphrase Targeting
  7. 7. 1. Identify what you have (brand, non-brand)2. Know what needs to be done3. Make it happen2: Filling in the Gaps
  8. 8. 3: Manage Page Attrition• Look for Errors: – Screaming Frog SEO Spider – GWT – Xenu• 404s, 302, 301s• Error fixing is essential for site & link stability3: Error Management
  9. 9. Out of Stock? Out of Luck! Oh dear indeed!• Products gather links naturally.• Don’t lose out on links!• 301 up to the category level – capture the link value• Alternatively, 302 if temporary.3. Error Management
  10. 10. Your customer data can tell you more than just sales!4: Use Your Data
  11. 11. • Data infographic! – Linkbait campaign – News / media links galore!4: Use Your Data
  12. 12. • Find the conversation – and engage! – Finding influential people (twazzup, twitter) – Appeal to their vanity – create dialogue – Blogger badges – with links FTW!5: Connect with your Audience
  13. 13. Stu Owens Head of Search, Bloom – 7 years in SEO & Digital – Client side and agency side – Ecommerce background – International SEO sowens@bloomagency.co.uk @samuistu http://uk.linkedin.com/in/stuowensEcommerce SEO
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