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How Ecommerce Sites Should Really Use Search


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How ecommerce sites can use search marketing to increase traffic and conversions

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How Ecommerce Sites Should Really Use Search

  1. 1. @annstanley
  2. 2. @annstanleyHow ecommerce websites should really use search! By Ann Stanley, July 2012
  3. 3. @annstanley Ecommerce landscape On-site Sales On-site salesSales from Search from other sources marketing (email, affiliates, display ads, social, mobile, (PPC, SEO, shopping comparison, Merchant Centre) voucher sites) Conversion optimisation OtherShopping platforms off-site sales & market places (Social, Mobile, drop shipping, (Amazon, eBay) daily deals sites) Off-site Sales
  4. 4. @annstanleySearching for products Display options Organic or natural results Universal results – maps, news, shopping etc.... Ads - PPC
  5. 5. @annstanley Summary of different shopping results in Google Keywords = Samsonite luggageOrganic shopping Map results AdWords Products Product Listing ads and Places listings ad extension(Merchant Centre) (Google + Local)
  6. 6. @annstanleyGoogle Venice Update
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  9. 9. @annstanleyGoogle Panda Update
  10. 10. @annstanley Panda Update from 2011 –Optimise for the user, not search engines• Making sure a site is optimised to provide a rich, relevant and rewarding experience for visitors is the best way to avoid Panda penalties, which means: – No duplicate content – All pages to have unique, relevant and useful content (even the 1000s of product pages on ecommerce sites!) – Good levels of interaction on site (low bounce rates, inbound links to „deep‟ pages, social mentions etc…)
  11. 11. @annstanley
  12. 12. @annstanley
  13. 13. @annstanley
  14. 14. @annstanleyGoogle Fresh Update
  15. 15. @annstanley
  16. 16. @annstanleyGoogle PenguinUpdate
  17. 17. @annstanleyPenguin - designed to penalise searchspam!• Keyword stuffing• Link schemes – poor quality and unnatural links• Cloaking, “sneaky” redirects or “doorway” pages• Purposeful duplicate content
  18. 18. @annstanleyImportance of Social
  19. 19. @annstanley Google‟s SPY World“Search, Plus Your World”
  20. 20. @annstanley
  21. 21. @annstanley Key take-aways• Many ways for your products to appear in the search results – Organic results – do you appear above the fold? – Shopping results (Merchant Centre) – free for how long? – Local listings (Google Plus Local) – don‟t ignore Venice update – Paid ads including Product Listing ads and new Dynamic Search ads• Panda and Penguin may have affected your organic traffic: – Deal with duplicate content issues – Add unique content (category and product pages, user-generated content, multi-media content) – Use of blogs and social sharing – also the Fresh update – Avoid spam (keyword stuffing and dodgy links) – Site interaction, site speed and social signals now influence your search rankings Ann Stanley