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SEO for Ecommerce- What You Need to Know By Benjamin Spiegel


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From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: SEO For Ecommerce - What You Need To Know. PRESENTATION: SEO for Ecommerce- What You Need to Know - Given by Benjamin Spiegel, @nxfxcom - MMI Agency, CEO. #SMX #21C2

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SEO for Ecommerce- What You Need to Know By Benjamin Spiegel

  1. 1. #SMX #21C2 @nxfxcom Benjamin Spiegel, MMI Agency SEO for Ecommerce - What You Need to Know
  2. 2. #SMX #21C2 @nxfxcom Why are we here today?
  3. 3. #SMX #21C2 @nxfxcom Titans of the internet
  4. 4. #SMX #21C2 @nxfxcom
  5. 5. #SMX #21C2 @nxfxcom
  6. 6. #SMX #21C2 @nxfxcom Showrooming
  7. 7. #SMX #21C2 @nxfxcom Evolution of Google SERP
  8. 8. #SMX #21C2 @nxfxcom Behavioral evolution Oct 2015
  9. 9. #SMX #21C2 @nxfxcom Brand Huggies Pampers Product Diapers Baby wipes Research Diaper rash Newborn care Keyword types
  10. 10. #SMX #21C2 @nxfxcom
  11. 11. #SMX #21C2 @nxfxcom Amazon’s channels
  12. 12. #SMX #21C2 @nxfxcom •  Everyday purchases and one-time buys •  Subscribe and save •  12 million daily visitors •  National distribution •  Spends ~$500/year Amazon
  13. 13. #SMX #21C2 @nxfxcom •  Home delivery of full line of groceries •  Next day and early morning delivery •  $299 annual fee •  Available in Seattle, Los Angeles, San Francisco, New York City and Philadelphia Amazon Fresh
  14. 14. #SMX #21C2 @nxfxcom •  Launched in 2014 •  Prime members only •  Box of items delivered for a flat $5.99 delivery fee per box •  Allows you to purchase groceries and household products that are traditionally cost prohibitive to ship •  National distribution Prime Pantry
  15. 15. #SMX #21C2 @nxfxcom Amazon’s loyalty programs
  16. 16. #SMX #21C2 @nxfxcom •  $99/year •  Free two-day shipping on Prime items •  Exclusive access to movies and TV shows, ad-free music, unlimited photo storage and Kindle books •  Spends ~$1,350/year Prime
  17. 17. #SMX #21C2 @nxfxcom •  $99/year •  Free two-day shipping on Prime items •  Save 20 percent on diaper subscriptions plus additional family-centric discounts •  Spends ~$2,250/year Prime Family
  18. 18. #SMX #21C2 @nxfxcom •  $49/year •  Free two-day shipping on Prime items •  Exclusive access to movies and TV shows, ad-free music, unlimited photo storage, and Kindle books Prime Student
  19. 19. #SMX #21C2 @nxfxcom Winning on Amazon (And pretty much all other e-retailers)
  20. 20. #SMX #21C2 @nxfxcom Three principles
  21. 21. #SMX #21C2 @nxfxcom •  Availability •  Pricing •  Packaging •  Bundling •  Fulfilment Logistics
  22. 22. #SMX #21C2 @nxfxcom •  Product description •  Images •  Enhanced content •  Questions and answers •  Ratings and reviews •  Videos Content
  23. 23. #SMX #21C2 @nxfxcom •  Prime •  Subscribe and save •  Coupons •  Pantry •  Options •  Delivery time •  Sales rank Product features
  24. 24. #SMX #21C2 @nxfxcom How to optimize for search
  25. 25. #SMX #21C2 @nxfxcom DISCLAIMER
  26. 26. #SMX #21C2 @nxfxcom Way too much text (for SlideShare)
  27. 27. #SMX #21C2 @nxfxcom Title (single most important factor)
  28. 28. #SMX #21C2 @nxfxcom Unlike Google, keyword frequency is irrelevant: •  Focus on customer benefits •  Provide product differentiators to drive conversion •  Incorporate high-traffic keywords •  Include product and keyword variations Product bullets (five)
  29. 29. #SMX #21C2 @nxfxcom Description Product Description Don't waste your time driving to the pet store to pay twice the price! Our pet id tags are perfect for your furry friend and delivered right to your door. We have many different colors, shapes, and sizes to choose from. Available for Cats, Dogs and Birds. All orders will be processed within 2-3 business days and shipped via USPS First Class Mail. Product Description New & Improved - absorb quickly to help stop leaks and offer up to 12 hours of long-lasting leakage protection to keep baby dry throughout all his daily adventures.
  30. 30. #SMX #21C2 @nxfxcom Add hidden keywords to each product listing, such as: •  Synonyms and spelling variations •  Related keywords •  Competitive terms Hidden search terms
  31. 31. #SMX #21C2 @nxfxcom Customer reviews are indexed on Google and rank very well due to Amazon’s authority. Reviews
  32. 32. #SMX #21C2 @nxfxcom Categorization is important for sales rank and category search and will benefit from Amazon’s AdWords strategy. Category information
  33. 33. #SMX #21C2 @nxfxcom Amazon rewards products that sell: higher sales = better organic ranking *CRAP List* Sales performance history
  34. 34. #SMX #21C2 @nxfxcom Amazon will reward sellers who are winning the buy box. •  Price •  Fulfillment method •  Inventory •  Seller performance •  Customer metrics Winning the buy box
  35. 35. #SMX #21C2 @nxfxcom Products that convert better rank higher. Conversion rate
  36. 36. #SMX #21C2 @nxfxcom How to optimize for sales
  37. 37. #SMX #21C2 @nxfxcom Prime products and products eligible for fulfillment by Amazon can lead to higher conversions. Prime
  38. 38. #SMX #21C2 @nxfxcom Reviews influence the CTR on Amazon, increase conversion rates, highlight result in Google, drive purchases, and (if fresh) improve rankings. Reviews
  39. 39. #SMX #21C2 @nxfxcom People want to touch the product, experience it, and see the back, the front, and the label. And most of all, they want videos. Images and videos
  40. 40. #SMX #21C2 @nxfxcom Content is still king. Quality content can help search, sales and awareness. Compelling content
  41. 41. #SMX #21C2 @nxfxcom A+ content can be added to the product page to provide additional marketing information, images and product details. A+ descriptions can boost sales by 3 to 10 percent. A+ enhanced marketing content
  42. 42. #SMX #21C2 @nxfxcom Customer Q&As drive conversion rates and increase organic reach. Customer questions and answers
  43. 43. #SMX #21C2 @nxfxcom Sales rank
  44. 44. #SMX #21C2 @nxfxcom Subscribe and save is a great way to create long-term ROI and build lasting relationships. Subscribe and save
  45. 45. #SMX #21C2 @nxfxcom Coupons and promotions can be leveraged to drive further customer engagement from the SERP and conversion on the product detail page. Merchandising
  46. 46. #SMX #21C2 @nxfxcom While variations are counter intuitive from a shelf- domination perspective, they have shown to driver better close rates. Variations
  47. 47. #SMX #21C2 @nxfxcom One more thing…
  48. 48. #SMX #21C2 @nxfxcom Amazon Marketing Services (AMS)
  49. 49. #SMX #21C2 @nxfxcom AMS drives traffic and captures engaged customers with highly targeted ads. •  High-visibility placements across desktop and mobile •  Target by keyword or product •  Cost per click •  Easily manage campaign costs and ROI •  Optimize performance with detailed sales reports What is AMS?
  50. 50. #SMX #21C2 @nxfxcom AMS ad types
  51. 51. #SMX #21C2 @nxfxcom Pros AMS vs AdWords comparison Cons •  Lower CPCs (up to 10x) •  Bottom of the funnel •  Measureable ROI •  Long-term value •  Low competition (for now) •  End to end •  Lower volume •  Very manual
  52. 52. #SMX #21C2 @nxfxcom Important notice Quality ASINs Available inventory AMS
  53. 53. #SMX #21C2 @nxfxcom Tomorrow for CPGs
  54. 54. #SMX #21C2 @nxfxcom Brand Huggies Pampers Product Diapers Baby wipes Research Diaper rash Newborn care Keyword types
  55. 55. #SMX #21C2 @nxfxcom Key takeaways
  56. 56. #SMX #21C2 @nxfxcom Keys to success •  ASIN quality is key. •  Get logistics rights. •  Think SEO. •  Test and learn. •  Instigate UGC. •  Partner with Amazon. •  Amplify via paid media.