Optimizing for Ecommerce: The Dynamic Landscape of SEO

324 views

Published on

Be Found Online's CEO and SEO Veteran, Steve Krull walks us through navigating through SEO and optimizing for ecommerce.

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
324
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  •    
  • Bullets – Steve founded The Krull Group in 2006 after several years of managing web sites and search marketing campaigns for ConsumerGuide.com and HowStuffWorks.com. Today at Be Found Online, Steve and the team manage search marketing, SEO and reputation management programs for a variety of business to business (B2B) and business-to-consumer (B2C) clients.
  • If organic clicks were paid, they would be worth $21M for Target.com. The paid search traffic cost $1M. Organic traffic is clearly more valuable in this case. http://www.websitemagazine.com/content/blogs/posts/archive/2013/09/03/retail-search-traffic-paid-vs-organic.aspx
  • If organic clicks were paid, they would be worth $21M for Target.com. The paid search traffic cost $1M. Organic traffic is clearly more valuable in this case. http://www.websitemagazine.com/content/blogs/posts/archive/2013/09/03/retail-search-traffic-paid-vs-organic.aspx
  • PagesNot to mention the 500 small changes to the algo, there have been 3 big ones that have shaped SEO in the last few years…
  • Add evolution graphic
  • Animation of HTML element, cacn, webmaster, and micodata, mobile web development – pull out
  • Link building has become “Content Marketing”, but the overall goal is largely the same.
  • This graph shows the linking relationships between clients, brands, and publishers, specifically the degrees to which one is connected to anotherWhat does the yellow circles mean??You can create any number of custom networks based on the influencers that matter to you. The yellow dots indicate that that user is in multiple networks. So, say you are a software company and you have 3 networks setup called "Developers", "Users", and "Strategic". It's feasible that you would have bloggers that would end up in 2 or more of these networks.
  • This graph shows the linking relationships between clients, brands, and publishers, specifically the degrees to which one is connected to anotherWhat does the yellow circles mean??You can create any number of custom networks based on the influencers that matter to you. The yellow dots indicate that that user is in multiple networks. So, say you are a software company and you have 3 networks setup called "Developers", "Users", and "Strategic". It's feasible that you would have bloggers that would end up in 2 or more of these networks.
  • Add fun image of somene panning for gold – eureka Over time content becomes stale and links get old or worse yet – broken. The worst thing to happen to a quality link is for it to become broken. These broken links are good news for Kay/Jared. In addition to our own broken links, competitors have many broken links pointing to them as well. Add to this that there are plenty of good sites with outdated content which could drive traffic if it were simply refreshed.Using experience and available tools, broken links and dated content will be identified and prioritized for refresh. Blogs and sites will be contacted in an attempt to update broken links and offer fresh content. When these aged pages get refreshed and links updated they are viewed favorably by the search engines and send strong signals of value and credibility.
  • Enabling the site search functionality within Google Analytics can be an excellent way for understanding what type of content users are looking for on your website. To enable this functionality, simply navigate to the View Settings within the Admin panel and ensure the Site Search Tracking slider is switched to on. You then need to enter your Query parameter.To identify this, perform a simple search using the search functionality on your site. The query parameter is the single letter or string of letters prior to the equals sign detailing your search term.
  • Research on ad-filled SERPS like this found that about two-thirds of clicks on commercial searches go to the ads, leaving less than half of the clicks for organic results.Source: Wordstream
  • Make this first sentence pop!!!Get people in your store – paid search
  • Bing PLAs are in beta and Pinterest is starting a campaignAdvertising and paid resultsAdvertising includes both the traditional AdWords blocks and the newer, paid inclusion results. Keep in mind that the presence of advertising is highly variable and depends on factors like competition, time of day, seasonality, etc. The numbers below should only be taken as rough estimates.(C) AdWords Ads (Top) – 72.2% (72.8%)The top-left AdWords block (above organic results) is easily the most common, and it ranges from one to three results. Ad formats are becoming much richer, as you can see from the Mega-SERP example, which includes both photos and site-links.(D) Shopping Results (Left) – 18.2%* (19.0%)Paid shopping results usually appear as a horizontal block of product images and links, but Google is testing variations. Shopping results can appear in either the left or right column, and are typically at the top. Our system currently only tracks total shopping results, and doesn't separate the data for left vs. right.(R) AdWords Ads (Bottom) – 16.5% (14.9%)The bottom AdWords block is very similar to the top block, and can contain up to three results.(T) Shopping Results (Right)Most shopping results on the right look the same as results on the left, but there are some noticeable exceptions, such as paid product placement for a single product. Those variations are still the minority of cases, but expect Google to experiment a lot in the near future.(W) AdWords Ads (Right) – 42.4% (41.6%)The right-hand column block of ads has the highest count, and can contain up to eight AdWords ads. These ads typically have very few enhancements or added features. AdWords ads always seem to start at the top and then either flow into the right column or bottom section (never both, at least in our data).
  • Smartphone: 17 minutesTablet: 30 minutesPC/Laptop: 39 minutesTelevision: 43 minutes
  • You can see the problem: each visit on each device initiaties a Client ID (cid) which tells Google Analytics who that visitor is. With three visits from three devices, we've got three Client IDs which, as far as Google Analytics is concerned, is the same as three Unique Visitors. Clearly, this isn't optimal! 
  • Optimizely is easy and cheap
  • Enabling the site search functionality within Google Analytics can be an excellent way for understanding what type of content users are looking for on your website. To enable this functionality, simply navigate to the View Settings within the Admin panel and ensure the Site Search Tracking slider is switched to on. You then need to enter your Query parameter.To identify this, perform a simple search using the search functionality on your site. The query parameter is the single letter or string of letters prior to the equals sign detailing your search term.
  • One slide on BFO upfront
  • Optimizing for Ecommerce: The Dynamic Landscape of SEO

    1. 1. NAVIGATING THE DYNAMIC LANDSCAPE OF SEARCH Steve Krull – Founder, CEO
    2. 2. AGENDA Introduction The SEO Investment SEO Best Practices After Panda, Penguin, and Hummingbird  Optimization has Evolved  The Secret Sauce of Content Marketing  Search Engine Real Estate Test, Measure, and Adjust 1
    3. 3. ABOUT ME CEO, Be Found Online Industry Veteran (2003) Recent Speaking engagements  Internet Summit - 2013  Bright Edge Share - 2013  CFE Media - 2013 Tireless advocate for Autism related causes 2
    4. 4. THE SEO INVESTMENT 3
    5. 5. THE SEO INVESTMENT 4
    6. 6. SEO BEST PRACTICES AFTER PANDA, PENGUIN AND HUMMINGBIRD
    7. 7. SHIFTS IN SEO 6 Implications in 2014 Google Rewards Websites With Optimized Content The need to create quality, engaging, shareable, linkable content is now a major criteria for website success. Changes in SEO Google Panda (2011) - filter “low quality content” Google Penguin (2012) - discourage / punish spam Google Humingbird (2013) – focusing on user intent Secure Search (2013) - shift in the keyword model market to a content-centric mode 500+ small changes!
    8. 8. THE EVOLUTION OF SEO 7 All About Keywords Pages & Topics SEO focus has changed and will continue to evolve. Companies need to constantly adapt their strategies to align with new algorithms. Source: Forbes
    9. 9. OPTIMIZATION HAS EVOLVED
    10. 10. OPTIMIZATION HAS EVOLVED 9 Technical Indexation URLs / Navigation Content Pages Connections Citations Authority Mentions / Shares These strategies across page, content, search, and social set you up for success in 2014.
    11. 11. TECHNICAL SEO IN A NUTSHELL 10  HTML Elements  HTTP Status Codes  Hyperlinks  HTTP Status Codes  Webmaster Tools  Canonicalization  Robot Control Syntax  Important User-agents  Google+  Google+ Authorship  Google+ Publisher  Pagination  Mobile Web Development  Microdata  Sitemap syntax  Facebook Open Graph Technical SEO elements make a site crawlable and search engine friendly HTML Elements Webmaster Tools Canonicalization Microdata Robot Control Syntax Mobile Web Development
    12. 12. POST HUMMINGBIRD CONSIDERATIONS 11 Onsite  No index  Indexation  Canonical tag  Bot hearding  Microdata Offsite  Backlink Mining  Content Marketing  Google+ Authorship  Product info and reviews
    13. 13. THE SECRET SAUCE OF CONTENT MARKETING
    14. 14. HOW MANY? 13 . Quick Show of Hands… I have a Documented Content Strategy? << This guy thinks you need one and I happen to agree
    15. 15. CONTENT DEVELOPMENT – SITE FIRST 14
    16. 16. CONTENT DEVELOPMENT – SITE FIRST 15
    17. 17. WHAT IS CONTENT MARKETING IN 2014? 16 Visibility, exposure, authority and citations (the new link) are gained when marketing content through an SEO lens. • Write articles • Create industry resources • Encourage reviews • Interviews • Promote brand messages • Create contests • Engage reporters and authors • Reclaim lost links • Claim unlinked brand citations Build relationships - Engage communities Build Value - Not Links
    18. 18. NETWORK LINKS EXAMPLE 17 Network Color Key: You! Brand Publisher Customers.
    19. 19. CONTENT STRATEGY DEVELOPMENT No Science or Rockets Required 18 Calendar Development Distribution Build a Content Calendar to plan ideas and track progress. Research, Write, and Optimize targeted content pieces for audience personas Share, promote, and engage through company Blog and Social Media channels and Outreach.
    20. 20. DISCOVER LOST GOLD WITH BACKLINK MINING 19 • Respected sites drive send qualified customers. • Fresh content, mentions and backlinks impact visibility and traffic • Replace links to capture the value of the link and the page • Refresh content that is incomplete, or dated Content Links RevenueTraffic Refreshed pages lead to strong signals of value and credibility to search engines. Eureka!
    21. 21. REAP WHAT YOU SOW 20 Leverage Analytics to ensure your content marketing efforts are a success
    22. 22. SEARCH ENGINE REAL ESTATE “CLICK & MORTAR”
    23. 23. SEARCH REAL ESTATE Coverage increases the odds of getting a Cost Effective click! • Organic • Paid Search • Locations (G+ Local) • PLAs Source: Moz
    24. 24. LOCAL SEARCH BEST PRACTICES 23 Maximize local presence and in-store sales! Site  Claim and update local profiles with Name, Address, Phon e on search engines, top directories, and IYPs  Enhance profiles with content such as descriptions, categorie s, logos, etc.  Encourage reviews by promoting through marketing channels.  Take control of reviews by monitoring and responding.  Build unique pages for each retail location. Create microdata for the location information on each page.  Use paid search tactics to drive consumers in your store.  Get consumers one-step closer to purchase Profiles Reviews Paid Search
    25. 25. TEST, MEASURE, AND ADJUST
    26. 26. WHAT TO TEST & WHY?
    27. 27. SHOW ME THE MONEY! Increase Visitors CR AOV Sales Revenue Baseline 100,000 1.50% $100 1,500 $150,000 Traffic 110,000 1.50% $100 1,650 $165,000 Conv Rate 100,000 1.65% $100 1,650 $165,000 AOV 100,000 1.50% $110 1,650 $165,000
    28. 28. LET’S GET TO IT Not testing for Traffic Not testing for Rank Testing for Action Testing for Engagement Testing for Conversion Testing for Revenue
    29. 29. I CAN DO WHAT WITH PLAS?
    30. 30. STAY INBOUNDS Google Rules for Testing Cloaking is always bad Use the Canonical tag 302 Redirects are your friend Keep It Short
    31. 31. WRAP IT (SEO) UP WITH REPORTING
    32. 32. SIDE BAR - MULTI-DEVICE CHALLENGES Only 10% of media interactions are non- screen based (magazine, newspaper, radio) On average, we spend 4.4 hours of our leisure time in front of screens each day Out time online is spread between four primary devices • Base: All Device Interactions – PC/Laptop (3817); Smartphone (6057); Tablet (542); TV (3592). Q. Which of the following did you use? Q. What else did you use at the same time? Note: Respondents were asked to consider printed hard copies of Newspaper and Magazine. Device Preferences
    33. 33. CHALLENGES FOR MARKETERS This creates new attribution challenges for you as purchase paths become more complex. Many consumers start their research on one device or browser but end up buying on another. Moment Search Conversion Report
    34. 34. THE FUTURE OF ANALYTICS NOW (?) Past Measurement Future Measurement
    35. 35. TAKEAWAYS  Panda, Penguin & Hummingbird didn’t change the game – they made it fair  The world of SEO has changed, move beyond block & tackle optimization and into technical and into content  Location, Location, Location - Gain a competitive advantage by owning Real Estate at the top of the search results  Paid Search is still the best platform to test and evaluate proposed changes  Test SEO with PLAs  Use a testing tool as an easy and (in)expensive way to test and optimize landing pages  Stay current or work with someone who is!
    36. 36. QUIZ 36
    37. 37. Which of the following should be optimized: A.Traffic B.Conversion C.AOV D.All of the above QUIZ 37 PSST…Over Here
    38. 38. When measuring all of your marketing programs, what metric matters most? A.Traffic B.Conversions C.Revenue QUIZ 38
    39. 39. SEO traffic is more valuable than Paid Search Traffic. A.TRUE B.FALSE C.It Depends QUIZ 39
    40. 40. Always use the manufacturer’s product description. A.TRUE B.FALSE QUIZ 40
    41. 41. Thank You! Find Me: Steve@BeFoundOnline.com http://www.linkedin.com/in/stevekrull 773.904.1182

    ×