Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Tom Smits & Patrick
Reinhart
Bol.com & Conductor
How To Do eCommerce Keyword
Research At Huge Scale
@stimsmot | @askreinha...
Let’s Talk About What We’ll Be Covering Today
• The Challenges Of Large Scale Keyword
Research
• Building A Keyword Calcul...
For Large eCommerce Sites, The
Keyword Universe Is A Little Different
The Sheer Amount Of Combinations That Exist
Categories
Sub-Categories
Modifiers
- Colors
- Styles
- Sizes
- Prices
Potenti...
Let’s Say You Sell Jeans
For SKU’s That Are Just Jeans You Have:
Gender Color Style Size Price
Men’s Denim Skinny 30 $25
W...
Don’t Be This Guy
Check For
Product
Modifiers
Break Out
Specific
Product Lines
& Their
Modifiers
Apply The #
of Modifiers
For Each
Product L...
Here’s How It Can (should) Look
Main Category
Sub-Category
Modifiers
Total # Of
Permutations
Applying Rules To Your Set
Make sure your
combinations
make sense!
All of these
combinations map
back to a users
intent.
Combine The Totals To Get Your Sites Universe
Pro Tip: Share this
information with
others to show
opportunity & inform
usi...
Salty Octopus
A What?!
What Does The Salty Octopus Do?
The salty is a cross-reference report that:
• Validates the # of keywords to focus on with...
How Does That Cut Down On The Noise?
xxxx
Pro Tip: You can
also use this
report to identify
content gaps!
This sounds like a
lot of work!
Why are we
doing all of this?
Which way
do we go?
First star
on the left.
Thanks!
Wait..wh...
Let’s Talk About PIE
What Is PIE?
PIE is a methodology that aids in the prioritization of your keyword set.
Protect
Expan
d
Page 1 Keywords
Ass...
19
• Webshop only retailer
• Strongest retail brand of the Netherlands.
• Most loved brand of the Netherlands
• >8 million...
Managing Landing pages for Keywords at Large Scale
1 Crawling and Indexing 2 Optimizing titles
A lot
of
combi
natio
ns
Facet 1
Facet 2
Facet 3
Facet 4
Facet 5
Facet 6
Facet 7
Facet 8
Facet 9
Facet 10
Facet 11
Facet 12...
Almost any
keyword has
it’s own
page
Facet 1
Facet 2
Facet 3
Facet 4
Facet 5
Facet 6
Facet 7
Facet 8
Facet 9
Facet 10
Face...
164 billion
Possible Combinations!!
(for just 1 category)
General rules to lower combinations:
1. Max 4 levels (4 clicks) deep via robots.txt
‘Black Giant Mountainbikes for Men’
’2...
How to lower the
combinations?
Facet 1
Facet 2
Facet 3
Facet 4
Facet 5
Facet 6
Facet 7
Facet 8
Facet 9
Facet 10
Facet 11
F...
26
2500 facets – 100.000s of facet values
Facet 1
Facet value
Facet value
Facet value
Facet 2
Facet value
Facet value
Face...
27
5. Only Index facets with search volume
Facet 1
Facet value
Facet value
Facet value
Facet 2
Facet value
Facet value
Fac...
Managing Keyword Landing pages at Large Scale
1 Crawling and Indexing 2 Optimizing titles
29
The ‘machine’ doesn’t know
what it is and how to use it
Create the best keywords for each landing page
30
Because of this… ugly Google results
Prefix
Suffix
Position
with
gears
After the category
Give meaning to the facet “Nr of gears”
Mountainbikes - 21
Mountainbi...
32
Mountainbikes with 21 gears
Result
33
208 working days
In the old situation
= 10.000s of keywords
3 clicks for 1 rule which optimizes 10.000s of URLs
34
All of this Sounds Easy?It isn’t
Logic for H1 and Title-tag now consists of 71 variable fields:
bol.com | <best rated: ...
63%
37%
98%
2%
December Januari
example example
98% of the titles now is ‘natural’
Entries from Google improved with
25% in 1 month
36
•Results
63%
79%
19-dec 22-jan
+25%
Top 3 positions improved with 13%
in 1 month
37
•Results 54%
61%
19-dec 22-jan
+13%
Thanks! Questions?
Tom Smits, Patrick Reinhart
@stimsmot, @askreinhart
BrightonSEO - How to do ecommerce keyword research at huge scale
BrightonSEO - How to do ecommerce keyword research at huge scale
Upcoming SlideShare
Loading in …5
×
Upcoming SlideShare
What to Upload to SlideShare
Next
Download to read offline and view in fullscreen.

1

Share

Download to read offline

BrightonSEO - How to do ecommerce keyword research at huge scale

Download to read offline

A walkthrough by Patrick Reinhart of Conductor and Tom Smits of bol.com of how to do ecommerce keyword research at huge scale.

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

BrightonSEO - How to do ecommerce keyword research at huge scale

  1. 1. Tom Smits & Patrick Reinhart Bol.com & Conductor How To Do eCommerce Keyword Research At Huge Scale @stimsmot | @askreinhart
  2. 2. Let’s Talk About What We’ll Be Covering Today • The Challenges Of Large Scale Keyword Research • Building A Keyword Calculator • How To Cut Through The Noise & Determine Where To Focus • The PIE Methodology – What It Is & How To Apply It To Your Research • How to this in real life at a large e-commerce retailer bol.com from the Netherlands • Showing Results
  3. 3. For Large eCommerce Sites, The Keyword Universe Is A Little Different
  4. 4. The Sheer Amount Of Combinations That Exist Categories Sub-Categories Modifiers - Colors - Styles - Sizes - Prices Potentially Millions Of Combinations!!
  5. 5. Let’s Say You Sell Jeans For SKU’s That Are Just Jeans You Have: Gender Color Style Size Price Men’s Denim Skinny 30 $25 Women’s Black Boot 31 $50 Girls White Distressed 32 $75 Boys Green Relaxed 2T $100 Toddler Red Low Hip 12 Months $125 933,120 Possible Combinations!! (for just 1 category)
  6. 6. Don’t Be This Guy
  7. 7. Check For Product Modifiers Break Out Specific Product Lines & Their Modifiers Apply The # of Modifiers For Each Product Line Only Use Modifier Combos That Make Sense Determine how many ways you can modify a product . i.e. Color, Size, Style, Etc. Add Up # Of Multiplier Expressions To Determine Total Universe Keep it clear and organized by taking the modifiers discovered in the previous step and placing them into individual rows within their respective categories. Now it’s time to roll up your sleeves and go through each category to determine the amount of modifiers each has and enter it into the calculator. When you are doing your math, you want to make sure that the combinations you put together make sense. This is the first step in focusing your universe. Add up the totals and create a dashboard so that you can see what your total universe looks like. Let’s Build A Calculator
  8. 8. Here’s How It Can (should) Look Main Category Sub-Category Modifiers Total # Of Permutations
  9. 9. Applying Rules To Your Set Make sure your combinations make sense! All of these combinations map back to a users intent.
  10. 10. Combine The Totals To Get Your Sites Universe Pro Tip: Share this information with others to show opportunity & inform using search data!
  11. 11. Salty Octopus A What?!
  12. 12. What Does The Salty Octopus Do? The salty is a cross-reference report that: • Validates the # of keywords to focus on within your keyword universe. • Cross-references current performance with your top organic competitors for each line of retail. • It sorts the keywords by # of occurrences to show highest relevance to help us internally prioritize current sets and then search volume. • We omit certain keywords in this set including: • brands • .com’s • careers • etc, you get it.
  13. 13. How Does That Cut Down On The Noise? xxxx Pro Tip: You can also use this report to identify content gaps!
  14. 14. This sounds like a lot of work! Why are we doing all of this? Which way do we go? First star on the left. Thanks! Wait..wha? Gotta go!
  15. 15. Let’s Talk About PIE
  16. 16. What Is PIE? PIE is a methodology that aids in the prioritization of your keyword set. Protect Expan d Page 1 Keywords Assess the current state of Organic Performance and develop a plan to protect it. Improve Page 2 Keywords Identify low hanging fruit and quick wins for incremental increases in traffic and revenue. Page 3 and Beyond Explore the untapped market potential and establish a plan to capture it.
  17. 17. 19 • Webshop only retailer • Strongest retail brand of the Netherlands. • Most loved brand of the Netherlands • >8 million active customers • >16 million products; non food • > 4.000 pick up points • >19.000 sellers • > 65 million visits per month • >1300 colleagues Use of keywords at large scale
  18. 18. Managing Landing pages for Keywords at Large Scale 1 Crawling and Indexing 2 Optimizing titles
  19. 19. A lot of combi natio ns Facet 1 Facet 2 Facet 3 Facet 4 Facet 5 Facet 6 Facet 7 Facet 8 Facet 9 Facet 10 Facet 11 Facet 12 Facet 13 Facet 14 Facet 15 Facet 16 Facet 17
  20. 20. Almost any keyword has it’s own page Facet 1 Facet 2 Facet 3 Facet 4 Facet 5 Facet 6 Facet 7 Facet 8 Facet 9 Facet 10 Facet 11 Facet 12 Facet 13 Facet 14 Facet 15 Facet 16 Facet 17 4 values 15 values 7 values ‘Unlimited values’ 26 values 29 values 5 values 4 values 6 values 12 values 2 values 12 values 4 values 5 values 1 values 6 values 3 values 4x15x7x26x29x5x4x6x12x4x5x1x6x3 values = ????
  21. 21. 164 billion Possible Combinations!! (for just 1 category)
  22. 22. General rules to lower combinations: 1. Max 4 levels (4 clicks) deep via robots.txt ‘Black Giant Mountainbikes for Men’ ’26 inch ladies mountainbikes with carbon frame 1 2 3 4 1 2 3 4 2. Never index certain facets like: Delivery options i.e. ‘Tomorrow at home’ Price ranges i.e. ’10 to 100 euro’, ’11 to 100 euro’ 3. Never index combinations of the same facet: i.e. ‘black and red mountainbikes’ i.e. ‘JBL and Sony speakers’ i.e. ‘apple and samsung smartphones’ 6000 categories 2.500 facets 100.000s of facet values How to lower the combinations?
  23. 23. How to lower the combinations? Facet 1 Facet 2 Facet 3 Facet 4 Facet 5 Facet 6 Facet 7 Facet 8 Facet 9 Facet 10 Facet 11 Facet 12 Facet 13 Facet 14 Facet 15 Facet 16 Facet 17 4. Only index the values for the most popular facets.’ Facets Automatically Ordered by popularity
  24. 24. 26 2500 facets – 100.000s of facet values Facet 1 Facet value Facet value Facet value Facet 2 Facet value Facet value Facet value Facet 3 Facet value Facet value Facet value Facet 4 Facet value Facet value Facet value With Search Volume Without Search Volume Length Wheel size Target audience 2500 facets – 100.000s of facet values
  25. 25. 27 5. Only Index facets with search volume Facet 1 Facet value Facet value Facet value Facet 2 Facet value Facet value Facet value Facet 3 Facet value Facet value Facet value Facet 4 Facet value Facet value Facet value With Search Volume Without Search Volume Length Wheel size Target audience
  26. 26. Managing Keyword Landing pages at Large Scale 1 Crawling and Indexing 2 Optimizing titles
  27. 27. 29 The ‘machine’ doesn’t know what it is and how to use it Create the best keywords for each landing page
  28. 28. 30 Because of this… ugly Google results
  29. 29. Prefix Suffix Position with gears After the category Give meaning to the facet “Nr of gears” Mountainbikes - 21 Mountainbikes 21 Mountainbikes with 21 Mountainbikes with 21 gears
  30. 30. 32 Mountainbikes with 21 gears Result
  31. 31. 33 208 working days In the old situation = 10.000s of keywords 3 clicks for 1 rule which optimizes 10.000s of URLs
  32. 32. 34 All of this Sounds Easy?It isn’t Logic for H1 and Title-tag now consists of 71 variable fields: bol.com | <best rated: De/Het beste> <2nd hand> <all other refinements> [category/combination name/plural tantum/singular tantum/type of: <adjective 1>] [category/combination name/plural tantum/singular tantum/type of: <adjective color>] [category/combination name/plural tantum/singular tantum//type of: <adjective 2>] <brand> [category/combination name/plural tantum/singular tantum/type of: <adjective 3>] <suitable for> <fancy costume theme> <fancy costume dress_as> <*> [<SEO prefix> refinement <SEO suffix>] [<type of singular> OR <category singular> OR <Combination Name singular> OR <plural tantum> OR <singular tantum>] <(abbrev)> [<SEO prefix> refinement <SEO suffix>] [van <material>] [voor <gender>] <best rated: volgens onze klanten> kopen? Alle [type_of/category/combination name/plural tantum/singular tantum/Synonym: <adjective color>] [type_of/category/combination name/plural tantum/singular tantum/Synonym: <adjective material: plural>] type_of/ OR <category plural> OR <Combination Name plural> OR <plural tantum> OR <singular tantum> OR <Synonym> online - <gender> Kijk snel! But it works like a charm!
  33. 33. 63% 37% 98% 2% December Januari example example 98% of the titles now is ‘natural’
  34. 34. Entries from Google improved with 25% in 1 month 36 •Results 63% 79% 19-dec 22-jan +25%
  35. 35. Top 3 positions improved with 13% in 1 month 37 •Results 54% 61% 19-dec 22-jan +13%
  36. 36. Thanks! Questions? Tom Smits, Patrick Reinhart @stimsmot, @askreinhart
  • JamieIrwin

    Jun. 15, 2018

A walkthrough by Patrick Reinhart of Conductor and Tom Smits of bol.com of how to do ecommerce keyword research at huge scale.

Views

Total views

709

On Slideshare

0

From embeds

0

Number of embeds

1

Actions

Downloads

11

Shares

0

Comments

0

Likes

1

×