Figaro Search Seminar: Futureproofing Ecommerce SEO - Patrick Altoft


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SEO has become a lot more challenging for ecommerce brands in the last 12 months with plenty of SEO campaigns struggling to perform well in the long term. This session covers how brands need to think about marketing first and SEO second in order to futureproof their campaigns and deliver long term sustainable results and include some case studies about how we do this for our clients.

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Figaro Search Seminar: Futureproofing Ecommerce SEO - Patrick Altoft

  1. 1. Future proofing Ecommerce SEO
  2. 2. Ecommerce SEO Challenges • • • • • • • • Content strategy Adding value User generated content Return to search Design, usability & making users love you Link clean-up & penalties Link strategy Reporting ROI with 100% of your keyword data “not provided”
  3. 3. What’s happening in SEO?
  4. 4. You can’t rank unless you deserve to rank
  5. 5. SEO can’t push you higher than you deserve in the long term
  6. 6. No cheating No shortcuts
  7. 7. What Google wants The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfil their information needs. Matt Cutts Our strategy therefore is to make our clients a better search result than their competitors. We make them deserve to rank. This can be split into two simple to understand factors: • • Creating more authority & being a better/more reputable company Making better landing pages, specifically your primary pages
  8. 8. Deserving to Rank
  9. 9. The current Sentiment Engagement NEWS DESIGN BUILD Quality Structure CITATIONS is listening to… CONTENT CONVERSATIONS Authority BLOG Satisfaction SOCIAL Relevance Freshness
  10. 10. Our Interdependent Approach fits this landscape
  11. 11. Putting your brand at the centre of Feeds the
  12. 12. Focus on Users
  13. 13. Content Strategy is driven by people Branded3’s study of a leading ecommerce website found that users who engaged with content before moving to a product page were 5x more valuable than those who landed on a product directly It is essential that a content strategy centres around answering users’ questions
  14. 14. Identifying users Google Analytics Personas Social Listening Every site needs content that: • Entertains • Educates • Persuades • Converts A content strategy means creating the right content to target the right users – we call this our conversation strategy. Existing Contacts Market Research
  15. 15. Conversation Strategy Keyword Research Asset Production Blogger Outreach Visits Content Strategy Brainstorm Technical Development Social Outreach Shares Define Assets Publish PR Activity Rankings
  16. 16. Blogger outreach Social Bookmarks Forum seeding Media databases Seeding Media relations Response Source Paid media Google Alerts
  17. 17. Doing Real Stuff Would you do this if it didn’t help with SEO? When you release a new page or piece of content would your MD or PR department tweet about it? Would they tweet a link built by your SEO team? If not then you probably shouldn’t be doing it SEO has to be integral to marketing
  18. 18. Hummingbird
  19. 19. Understanding which words in a query matter most & giving them more weight Long tail & badly thought out queries get much better results Users are more satisfied
  20. 20. Example Google wants to rank the best result for the query Not just the one that best matches the keywords the user searched for
  21. 21. Satisfaction Other than low quality websites, the biggest cause of searchers not being satisfied is the fact that Google showed them something they just were not looking for Even if most people are satisfied there are always certain segments of people that are totally unhappy with a search result Hummingbird will allow Google to dramatically increase satisfaction rates by gaining a better understanding of what people actually want, rather than what they type into the search box
  22. 22. Return to Search You have a few seconds to get the visitors attention and persuade them that they have arrived at a site that will answer their query If they go back to Google that’s a negative signal
  23. 23. Content Strategy
  24. 24. Content Strategy Framework Content Audit Document • Typography • Readability • Spelling/grammar • Shareability • Keyword use • Copyscape report on stolen content • Social media shares Shareable Content • Brainstorming • Competitor Analysis • Examples & screenshots from competitors Informative Content User Generated Content • Research Q&A on Yahoo Answers, Quora, Facebook, Twitter • Search for questions in Analytics data & keyword tool data • Gap Analysis of current content • Examples & screenshots from competitors etc • Reviews – implementation, incentivisation etc • Q&A section or Q&A on product pages etc • Forums, blog comments, guest blog posts, in-depth content reviews • Examples & screenshots from competitors etc Site Structure • Where does content need to go (blog or Q&A etc) • How should the sections be structured • Design & UI • Interlinking between sections • Examples & screenshots from competitors Content Roadmap Document • Monthly or weekly content plan • Special events & calendar • Blog calendar • PR calendar
  25. 25.
  26. 26.
  27. 27. Reviews If you don’t have a user review strategy – why not?
  28. 28. Questions & Answers Why wouldn’t you do this?
  29. 29. Not Provided
  30. 30. Data Sources Not provided will be 100% soon – no more keyword data, attribution modelling becomes largely useless Solutions • • • • Total organic visits to top landing pages Total search visits minus brand clicks from WMT data Estimated visits per keyword via rankings, CTR & search volumes Click share for product categories
  31. 31. Thank you! Please email any questions to or get in touch via