Stu Owens - SEO For Ecommerce - ionSearch 2012

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Stu Owens - SEO For Ecommerce - ionSearch 2012

  1. 1. ionSearch 2012Stu OwensBloom Agency
  2. 2. 18th April 20125 Killer SEO Tactics for Ecommerce iOnSearch
  3. 3. Stu Owens Head of Search, Bloom – 7 years in SEO & Digital – Client side and agency side – Ecommerce background – International SEO @samuistu sowens@bloomagency.co.ukEcommerce SEO
  4. 4. 1. Page & Keyphrase Targeting2. Filling in the gaps3. Error Management4. Use your Data5. Connect with your Audience5 Killer SEO Tactics for Ecommerce
  5. 5. What are your verticals worth? Category Sub-category Product High traffic, low High traffic, medium Low traffic, high conversion conversion conversion1: Page & Keyphrase Targeting
  6. 6. Allow your products to be found, not searched for. ✔ ✗ Images from Distilled1: Page & Keyphrase Targeting
  7. 7. Brand – ‘Fufff’ Home Page Head – ‘widgets’ Category 1 Category 2 Sub- Sub Sub Sub Mid – ‘kitchen widgets’ Category 1.0 Category 1.1 Category 2.0 Category 2.1 Product Product Product Product Long Tail – ‘Sony LP67THX Widget’’1: Page & Keyphrase Targeting
  8. 8. 1. Identify what you have (brand, non-brand)2. Know what needs to be done3. Make it happen2: Filling in the Gaps
  9. 9. 3: Manage Page Attrition• Look for Errors: – Screaming Frog SEO Spider – GWT – Xenu• 404s, 302, 301s• Error fixing is essential for site & link stability3: Error Management
  10. 10. Out of Stock? Out of Luck! Oh dear indeed!• Products gather links naturally.• Don’t lose out on links!• 301 up to the category level – capture the link value• Alternatively, 302 if temporary.3. Error Management
  11. 11. Your customer data can tell you more than just sales!4: Use Your Data
  12. 12. • Data infographic! – Linkbait campaign – News / media links galore!4: Use Your Data
  13. 13. • Find the conversation – and engage! – Finding influential people (twazzup, twitter) – Appeal to their vanity – create dialogue – Blogger badges – with links FTW!5: Connect with your Audience
  14. 14. 18th April 20125 Killer SEO Tactics for Ecommerce iOnSearch

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