1. Commerce platforms
PDP content strategy:
Amazon and beyond
Slideshare.net/MargoHowie
Margo Howie
MediaCom – eCom Practice

2. About me
Bookseller SEO Not on Twitter
margo.howie@mediacom.com

3. Amazon Ads Partners
Nominees
About the eCom Practice at Essence MediaCom
3
European eCommerce
Awards Nominees
eCommerce Large
Agency of the Year
Nominees
35+ years
eCommerce
experience
38 out 40
FMCG Brands
experience

4. We work across a range of brands delivering eCommerce activity
4

5. Twenty years ago, I bought this book from
Amazon

6. By 2022,
9 in 10
shop at Amazon
6

7. Shoppers now search across commerce platforms
63%
Shoppers start their journey
on Amazon
48%
Shoppers start their journey
on Google
25%
Shoppers start their journey on
another marketplace

8. To reach shoppers, own the SERPs from Google to commerce platforms
From this… …to this
2 out of 3
of searches
are generic

9. What I mean by Commerce Platforms
Grocers
Amazon
Marketplaces
Specialist retailers

10. Being discoverable on search is key for ecommerce conversion…
40%
Grocery sales come from onsite
search
87%
Shoppers begin product searches
online
2-3X
Site searchers are more likely to
convert

11. …but commerce platforms don’t have the search robustness of Google

12. Use the SEO toolkit to be
discoverable on commerce
platforms

13. When you list on these
platforms, you have no
technical input into them

14. Content strategy is your key to
search visibility

15. How an optimised PDP (Product Details Page) can drive organic conversion
15
+300%
CVR
improvement

16. Optimising PDPs will also drive visibility on Google
5m
visits from
search
engines per
month

17. 28% remember the TV ad
81%remember the PDP
* excluding grocery

18. How to optimise
PDPs for search?

19. Keywords are still important to
make PDPs findable on commerce
platforms

20. Use multiple sources to find the right keywords
PPC
Campaigns
Client
Content
Competitors
Keyword
Tools
• Keyword Surfer
• SERanking.com
• AnswerThePublic
• Keyword.io

21. Finding search volumes: Match the tools to the platform
Proxy Paid media campaigns
Filter keywords by
product category
Grocers
Specialist retailers Marketplaces

22. Researching search terms on Amazon
Different report location between Vendor and Seller Central
22
Reports
Analytics
Amazon Search Terms
Brands
Brand Analytics
Vendor Central Seller Central

23. Key requirements for PDP content
Discoverable Accessible Converts

24. Understand the optimisable elements of a PDP
PRODUCT TITLE
IMAGES & VIDEO
PRODUCT DESCRIPTION
ADD TO CART
A+ & ENHANCED CONTENT

25. Treat your product titles like page titles
Use title tag principles
Understand title length
limitations
Ensure accuracy
Discoverable

26. Accessible
Types of images
Hero image:
White background, high
definition, label readable
1l

27. Accessible
Lifestyle images
Shots of the product in use
Types of images

28. Accessible
Types of images
Video
Clickable thumbnail
Use subtitles
Mobile friendly
Video
Clickable thumbnail
Use subtitles
Mobile friendly

29. Accessible
A+/Enhanced Content
Comparison grids
Infographics
Awards & certifications
Breakfast Ideas
Types of images

30. A+ and Enhanced Content
Brand
Storytelling
Video
Extra Images Comparison Table
Accessible

31. Finding your images
DTC site
Social content
Brand materials

32. Converts
Product Descriptions
75%
Shoppers will switch to a brand
that provides more product
information than the label

33. Product Descriptions – what to include
Ingredients How to use
Size & quantity
Dimensions
Country of origin Manufacturer
Age rating/skill level
Dietary information

34. Product Descriptions – what not to include
<p> </p>
Broken HTML tags
Spelling mistakes Different languages Outdated promos
URLs to 404 pages

35. Audit your PDPs regularly
Broken images Reviews OOS ranking items

36. Watch out for Gary

37. Keywords
Discoverable,
accessible, converts
Maximise every
element
Optimise your products to stand out across every platform

38. Thank you
For more information, please contact
margo.howie@mediacom.com
Slideshare.net/MargoHowie