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Ecommerce SEO in 2012


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My slides from the talk I gave at SEMNE in Rocky Hill, CT in April 2012

My slides from the talk I gave at SEMNE in Rocky Hill, CT in April 2012

Published in: Technology, Design

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  • 1. EcommerceSEO in
  • 2. A Digital ShiftHow To Deliver Documents
  • 3. Content Curators Hold All The Power
  • 4. Fuck Yeah Cowboy Boots is a real thing, and links to ecommerce websites
  • 5. Gucci has 100s of pins (links) on pinterest
  • 6. Etsy has over 9000
  • 7. "If you want a preview of where were headed with apparel go look atthe denim category, go look at womens jeans on Amazon. Thatll give you alittle insight into our future."
  • 8. The Over-optimization Penalty
  • 9. Dive Head First Into G+. Now.
  • 10. Case Study: H&M
  • 11. Technical SEOHow To Deliver Documents
  • 12. Schema & Markup
  • 13. XML Sitemaps
  • 14. Clean XML Sitemaps“ We have a very tight threshold on how clean your sitemap needs to be. […] We want only a couple of percentage points of error.
  • 15. This is Bamboo
  • 16. Pandas Love Eating Bamboo
  • 17. Something about GWT errors Love GWT Always
  • 18. Google Loves Speed
  • 19.
  • 20. Content &How Links To Deliver Documents
  • 21. Q&A Content Is Essential
  • 22. Basic Content Still Works
  • 23. Categories as Content
  • 24. Products as Content
  • 25. Guest Posting or Content Marketing? “ As more of our attention shifts online, its only natural that the mantle Oprah held for a quarter of a century shifts to a digital native
  • 26. How To Deserve To Rank
  • 27. Allow your content to be remixed and hacked. Turn products into linkbait
  • 28. allows you to vote on product development & design
  • 29. >100 pins of this product page
  • 30. The Promise of Content
  • 31. (PS this is why kickstarter works)
  • 32. Gucci has 6 million facebook fans
  • 33. Film Nights
  • 34. VideoHow To Deliver Documents
  • 35. Zappos have over 50,000 product videos (and >185,000 video urls indexed)
  • 36. Product Video ResultsHigher Conversions Stay Longer64% -85% 2min Longer Average stay when engagedMore likely to purchase after with videowatching a product video Comscore 8/2010Internet Retailer 4/2010 / Comscore 8/2010Search Enhancement Offline Impact53x Higher 6% increaseLikelihood of a front-page In in-store sales Reckitt Benckiser, Nielsen, May 2010Google resultForrester, 1/2010 This slide stolen with permission from
  • 37. How Do I Get Video Results?
  • 38. How Do I Produce Videos?
  • 39.
  • 40. Tom CritchlowVP Operations curious. Passionate about learning. Email me!