Tim presents his thoughts on Ecommerce SEO at BrightonSEO. The changing Google landscape means Ecommerce businesses have to become publishes. If you want people to link to you, you have to be worth talking about, Google doesn't want to list another set of results, they want sites to rank that add value. Time to be a part of the conversation.

1. Ecommerce SEO: Selling Does Not Make You Link Worthy
Ecommerce SEO:
Selling Does Not Make You
Link Worthy
by Tim Grice

2. Ecommerce SEO: Selling Does Not Make You Link Worthy
Category Links Rankings
Ecommerce SEO 2002 - 2011

3. Ecommerce SEO: Selling Does Not Make You Link Worthy
Why?Why?

4. Ecommerce SEO: Selling Does Not Make You Link Worthy
It worked1#

5. Ecommerce SEO: Selling Does Not Make You Link Worthy
Google are stupid2#

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Everybody was doing it3#

7. Ecommerce SEO: Selling Does Not Make You Link Worthy
1
It was cheap4#
But mainly because…..

8. Ecommerce SEO: Selling Does Not Make You Link Worthy
This Categorically Doesn’t
Work Anymore

9. Ecommerce SEO: Selling Does Not Make You Link Worthy
Manual Reviews
Trigger
Review
Approved
Applied

10. Ecommerce SEO: Selling Does Not Make You Link Worthy
But Also Because…..
• Disavow Data
• Devaluation of other signals
• Network Discovery
• Webmasters are more inclined to report

11. Ecommerce SEO: Selling Does Not Make You Link Worthy
Unnatural Links
Bad Strategy
Penguin 2.0

12. Ecommerce SEO: Selling Does Not Make You Link Worthy
If this is your strategy,
Please STOP.

13. Ecommerce SEO: Selling Does Not Make You Link Worthy
Google's Thoughts
Want to sell products?
- Adwords
- Google Shopping
- AKA – You pay us for it
Want to rank organically?
- Add value
- Become a brand (the result people want)
- AKA – Pay someone else for it

14. Ecommerce SEO: Selling Does Not Make You Link Worthy
What’s Your Leverage?
PR
CONTEN
T
SOCIAL
Creative
Leverage

15. Ecommerce SEO: Selling Does Not Make You Link Worthy
This gives you 2 key benefits

16. Ecommerce SEO: Selling Does Not Make You Link Worthy
Gets you in the conversation1#

17. Ecommerce SEO: Selling Does Not Make You Link Worthy
Makes you worth talking about2#

18. Ecommerce SEO: Selling Does Not Make You Link Worthy
You have to promote

19. Ecommerce SEO: Selling Does Not Make You Link Worthy
A word on buying links

20. Ecommerce SEO: Selling Does Not Make You Link Worthy
Your New Link Strategy
• Create something to talk about
• Promote to relevant audience
• Be a part of the conversation

21. Ecommerce SEO: Selling Does Not Make You Link Worthy
Don’t worry about
• Anchor text
• Keyword relevance
• Target pages (Unless it’s based on link
worthiness)

22. Ecommerce SEO: Selling Does Not Make You Link Worthy
Biggest Challenge for Ecommerce
You need
a new
approach

23. Ecommerce SEO: Selling Does Not Make You Link Worthy

24. Ecommerce SEO: Selling Does Not Make You Link Worthy
Online Retailers have to become Publishers

25. Ecommerce SEO: Selling Does Not Make You Link Worthy
A few tips…

26. Ecommerce SEO: Selling Does Not Make You Link Worthy
Pay a popular writer1#

27. Ecommerce SEO: Selling Does Not Make You Link Worthy
Paid media = Earned links2#

28. Ecommerce SEO: Selling Does Not Make You Link Worthy
Work with the right people3#

29. Ecommerce SEO: Selling Does Not Make You Link Worthy
Work with the right people3#
tim.grice@branded3.com
@tim_grice
branded3.com
seowizz.net