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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.

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

  • 1. 18th April 20125 Killer SEO Tactics for Ecommerce iOnSearch
  • 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. 1. Page & Keyphrase Targeting2. Filling in the gaps3. Error Management4. Use your Data5. Connect with your Audience5 Killer SEO Tactics for Ecommerce
  • 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. Allow your products to be found, not searched for. ✔ Images from Distilled ✗1: Page & Keyphrase Targeting
  • 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. 1. Identify what you have (brand, non-brand)2. Know what needs to be done3. Make it happen2: Filling in the Gaps
  • 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. 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. Your customer data can tell you more than just sales!4: Use Your Data
  • 11. • Data infographic! – Linkbait campaign – News / media links galore!4: Use Your Data
  • 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. 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