1.
SEO for Ecommerce
Adam Audette
@audette

2.
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
Today‟s Talk is Wide and DeepAGENDA

3.
Let us begin

4.
Amazon sells more online than its next 12 competitors combined
Wall Street Journal, August 27, 2013

5.
Yet continues to grow at 30% & command large amounts of new internet sales
Wall Street Journal, August 27, 2013

6.
You need a brand to compete

7.
YOU NEED TO DIFFERENTIATE TO
COMPETE

8.
40% of companies use social as their primary digital tool to reach customers.
McKinsey Quarterly, April 2012, Demystifying Social Meda

9.
You need a social strategy to compete

10.
You need strong technical to compete

11.
You need a content strategy to compete

12.
Shrinking Organic SERP Real Estate

13.
This is what happens when you
do SEO right

14.
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
Technical Work is a PriorityAGENDA

15.
Technical SEO on ecommerce sites can be huge.
There‟s Gold In Those Hills!
Pagination
Faceted Navigation
Site Search
SpeedDuplication
Mobile Sites
Multiple Sites

16.
@audette
Do: create list of top priorities
Do: understand their impact

17.
@audette
Don‟t: create giant SEO audit
Don‟t: create laundry list of “issues”

18.
1.Identify top priorities
2.Sync with business
3.Create bugs and ship!

19.
These are typically* the highest priority areas
Technical SEO for Ecommerce
*it always depends
• Duplication
• Faceted Navigation
• Pagination
• Speed
• Site Search
• Mobile

20.
Ecommerce sites commonly have dupe issues at the product level
• Use forensics to delve into the issue (just a few tools,
keep it simple)
• Normally what‟s indexed is what matters (if it‟s a dupe
but isn‟t crawled, de-prioritize)
• Always crawl the site yourself (and don‟t trust
statements about canonical purity)
• Keep it actionable! Don‟t get caught in the maze
Duplication

21.
Discovery, forensics, and some quick SEO hacks
• Step 1: crawl the site. Screaming Frog.
• Option: use their XML sitemap
• Option: use GWT‟s “Top pages” (there‟s a trick to this)
Duplication

22.
Exporting GWT’s top pages for crawling
Duplication
Grab that one.

23.
Duplication
Exporting GWT’s
top pages for
crawling

24.
Exporting GWT’s top pages for crawling
Duplication

25.
The best insights come from ALL THE THINGS.
Duplication
You have two choices:
Build an enterprise crawler of your own
OR
Use Google‟s data
1
2

26.
Google’s index can give you answers.
Duplication

27.
Search modifiers are the tl;dr of SEO forensics.
Duplication
My favorite site searches for dupe content:
• site:mydomain.com and variations
• Exclude subdomains with: –site:blog.mydomain.com
• Find duplicate domains with –site:mydomain.com intitle:exact title tag

28.
Search modifiers are the tl;dr of SEO forensics.
Duplication
My favorite site searches for dupe content:
• site:mydomain.com and variations
• site:mydomain.com with: intitle:”product or category title tag”

29.
Duplication
Easy Wins

30.
Search modifiers are the tl;dr of SEO forensics.
Duplication
My favorite site searches for dupe content:
• inurl:prodID=121212
• Use with site:mydomain.com
• Experiment with using category or folders, too, like:
site:mydomain.com inurl:/category/
• Knock off successive folders
• Use with intitle, such as: site:mydomain.com inurl:prodID=121212
intitle:”we‟ve got all the stuff here : brand”

31.
Faceted navigations pose crawling challenges.
Keep it focused on user behavior.
• What facets represent search queries best?
• What types of content do you want crawled and indexed?
Faceted Navigation

32.
Faceted Navigation
Important facets for SEO

33.
Faceted Navigation
NOT important facets for SEO

34.
Be discriminating with what gets crawled.
Examples to crawl:
• category, brand, item, type
Examples to not crawl:
• size, price, session ID, review rating/count
Consider:
• color, size, various attributes (uses, materials, etc)
Faceted Navigation

35.
Tools to use for crawling controls on facets.
Ensure URLs are constructed only one way.
• No creation of different URLs based on selection order
Ensure rel canonical signals are on URLs that have
tracking parameters appended.
Don‟t be afraid to use parameters within URLs.
• key=value&pair constructed URLs allow easier crawling and
management in GWT
• Never use folders for session IDs or params that don‟t change page
content
Faceted Navigation
1
2
3

36.
“Using non-standard encoding is just
asking for trouble.”
– Mehmet Aktuna
Google Crawling Team

37.
Hey, that‟s
what we
always say!
“Using non-standard encoding is just
asking for trouble.”
– Mehmet Aktuna
Google Crawling Team

38.
Non-standard encoding means using
characters in URLs like : , [ ] …

39.
“It‟s totally uncool.”
– Rainbow Dash, My Little Pony

40.
Tools to use for crawling controls on facets.
Faceted Navigation
Use rel=nofollow on non-essential facets.
• Links can still be crawled, but this will decrease discovery
Have non-essential facets rel canonical to a superset page:
http://www.mydomain.com/cat/shoes?brand=nike&color=green&price=100
<link rel=“canonical”
href=“http://www.mydomain.com/cat/shoes?brand=nike&color=green&view=all”
/>

41.
Tools to use for crawling controls on facets.
Faceted Navigation
Option: place all unnecessary facets in a unique directory.
Robots.txt exclude this directory.
http://www.mydomain.com/cat/shoes?brand=nike&color=green&price=100
http://www.mydomain.com/filters/shoes?brand=nike&color=green&price=100
User-agent: *
Disallow: /filters/

42.
Tools to use for crawling controls on facets.
Faceted Navigation
Issues with robots.txt
• It‟s a sledgehammer approach
• Nothing will be crawled
• No link equity will flow
• You‟ll get „suppressed listings‟ in the index like this…

43.
Links are crawled but URLs are blocked.
Faceted
Navigation
Tools to use for
crawling controls
on facets.

44.
Tools to use for crawling controls on facets.
Faceted Navigation
Parameter Handling
• Powerful and configurable
• Can screw yourself
• Need key=value&pair structured URLs
• Requires you to truly understand your site

45.
Faceted Navigation

46.
Faceted Navigation

47.
@audette
Ah meta noindex…yes very interesting

48.
What about meta noindex?
Faceted Navigation
Meta noindex is strangely absent from Google‟s advice.
• I‟m less confident in meta noindex, follow really doing what we
want it to: keeping content out of the index but still crawled.
• meta noindex, follow + rel canonical are conflicting signals.
• There are signs that Google is choosing to treat meta noindex
differently than before.

49.
Sorts/views shouldn‟t be crawled.

50.
Pages should be consolidated.

51.
Sorts shouldn’t be crawled.
Sorts & Pages
Sorts are different views of the same data set.
• Use rel=nofollow on sort links
• Use rel=canonical on sort URLs to a superset page
(normally the view all)

52.
Sorts shouldn’t be crawled.
Sorts & Pages
Sorts are different views of the same data set.
• Have sort links coded as page anchors that don‟t create
unique URLs (e.g. mydomain.com/cat#sort100)
• Use javascript links that are less likely to be crawled
(Googlebot will probably still crawl them)

53.
There are two main ways to consolidate pages.
Sorts & Pages
Use either rel next/prev or rel canonical.
• Rel prev/next creates a series of pages
• Should still use rel canonical on duplicative URLs (such as
tracking IDs)

54.
There are two main ways to consolidate pages.
Sorts & Pages
Use either rel next/prev or rel canonical.
• Rel canonical, if used for pagination, should reference the
view all page
• The view all page needs to provide a good user experience
(fast loading)

55.
Speaking of speed …

56.
Site speed is crucial.
Speed
• 40% of your visitors will abandon a site if loading takes
longer than 3 seconds (Gomez)
• Half of your visitors expect a site to load in 2 seconds or less
(Gomez)
• 1 second in loading time decreases conversion by 7%
(Strange Loop)

57.
Site speed is crucial.
Speed
If an ecommerce site makes $100k in revenue per
day, a 1 second load delay equates to $2.5M in
lost revenue annually.
(Strange Loop)

58.
That hurts the bottom line.

59.
Speed
Study up
Google‟s Guide to
Web Performance
https://developers.google.com/speed/docs/best-
practices/rules_intro

60.
Speed
Study up
Yahoo!‟s Guide to
Page Speed
http://developer.yahoo.com/yslow/

61.
Tools
Speed
• Google Page Speed: Yslow
• Pingdom: WebpageTest.org
• Load Impact

62.
“Search results in our search results.”

63.
There’s a best practice, and a reality.
Site Search & SEO
Best Practice
• Site search pages should be fast.
• They should offer a valuable experience.
• They should lead to conversion.
• They should have high engagement.

64.
There’s a best practice, and a reality.
Site Search & SEO
Unfortunate Reality
• Lots of site search pages are really basic
• They can still rank well
• Site search pages convert well

65.
There’s a best practice, and a reality.
Site Search & SEO
Reality
• Lots of site search pages are really basic
• They can still rank well
• Site search pages convert well
…there‟s also this…

66.
Site Search &
SEO
Fortune 10
ecommerce brand
Pages Displayed in Non-Branded SERPs
Heavily reliant
on site search.

67.
Answer these questions before doing anything.
1. How much organic traffic are search pages responsible for?
1. How are engagement metrics looking? High or low bounce
rate, high or low conversion?
What should you do?
Site Search & SEO
1
2

68.
What should you do?
Site Search & SEO
Answer these questions before doing anything.
2. Balanced with above, are these pages causing issues with
our crawl space?
3. Are there duplicative issues at play? (For example, can
anything become a search?)
3
4

69.
Hmm….

70.
Mobile is growing faster than desktop.

71.
No one knows what
to do.
Mobile is growing faster than desktop.

72.
Windows Tablets High, Kindle Fire Among Lowest
Revenue-per-Click by Device

73.
Here’s what we recommend.
Mobile
Get the sites accessible on mobile devices.
Build responsive sites (as a foundation).
Can add mobile-specific experiences as needed.

74.
Here’s what we recommend.
Mobile
Get the sites accessible on mobile devices.
All major implementations are supported, and work.
• Responsive (same URL)
• Subdomain or folder (mobile switchboard tags)
• Same URL with dynamic content (Vary: User-agent response
header)

75.
Here’s what we recommend.
Mobile
Other good things:
• Minimize redirects, each adds 0.6 second delay.
• Serve tablet users the desktop site.
• For separate URLs, place alternate tags on
desktop pages (to mobile), and canonical tags on
mobile (to desktop).

76.
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
Creating Experiences Through ContentAGENDA

77.
For ecommerce, „native‟ content is limited.
Content & On-Page
• Category pages
• Product pages
• Buyer‟s guides
• Reviews
• Blog content

78.
It‟s ALL ABOUT THE EXPERIENCE
Content & On-Page

79.
Look to Amazon for industry leading experiences.
Content & On-Page
This is valuable.

80.
I see what you did there…
Content & On-Page
Both product descriptions featured.

81.
Making it easy for me, thanks Amazon.

82.
Content &
On-Page
It all starts in the
SERP, too.
I expect these
Nice SERP display
Option but I don‟t want to bid
Can‟t buy here
Thin experience
Out of stock
Thin experiences
Already turned off

83.
I expect these
Nice SERP display
Option but I don‟t want to bid
Can‟t buy here
Thin experience
Out of stock
Thin experiences
Already turned off

84.
This experience is just so much better.
Content & On-Page
This is valuable.

85.
Content &
On-Page
Product Inventory,
product flux
Try to make this less sucky.

86.
When Permanently Out of Stock, Option 1
Content & On-Page
301 the URL to a newer replacement product
(This is rarely how product inventory works)

87.
When Permanently Out of Stock, Option 2
Content & On-Page
404 the URL if no newer product exists
(This is hard core)

88.
When Permanently Out of Stock, Option 3
Content & On-Page
Continue serving the page with messaging and good
recommendations
(This is best, but harder to do)

89.
Content &
On-Page
Don‟t do it like
this…
Tad Chef
http://blog.ahrefs.com/ecommerce-out-of-stock-products/

90.
Content &
On-Page
Don‟t do it like
this…
Doubly sucky.

91.
More helpful

92.
Here‟s a good out of stock message.
Content & On-Page
Tad Chef
http://blog.ahrefs.com/ecommerce-out-of-stock-products/

93.
Tad Chef
http://blog.ahrefs.com/ecommerce-out-of-stock-products/

94.
Content & On-Page Content &
On-Page
Great
Alternatives
Here
Tad Chef
http://blog.ahrefs.com/ecommerce-out-of-stock-products/

95.
What if products are coming back in?
Content & On-Page
Continue serving the page with messaging and
recommendations (same approach as before)

96.
Category pages are the „hubs‟
Content & On-Page

97.
Category pages are the „hubs‟
Content & On-Page
category
subcat
product
product
subcat
product
product

98.
Content & On-Page
category
subcat
product
product
subcat
product
product
Constant,
Equity full,
Heavily linked

99.
Content & On-Page
category
subcat
product
product
subcat
product
product
Constant,
Equity full,
Heavily linked
Lot of flux here.
Inventory change
Less equity flow
Less linked

100.
Content & On-Page
Categories as useful content

101.
Seasonal pages and „themes‟
Content & On-Page

102.
Your inventory is your content.
Content & On-Page
• Tons of content opportunities with inventory
• Buyers guides, reviews are always useful
• Retailers don‟t need to be publishers

103.
Your inventory is your content.
Content & On-Page
• You can wrap and re-wrap your inventory in creative ways

104.
Say it with me:
topics, not
keywords!
Content & On-Page

105.
Content & On-Page
TOPICS, not terms

106.
Content & On-Page
My Little Pony Topics
Average Monthly Search Volume
260,000
185,000
110,000
100,000
80,000
56,000
45,000

107.
Content & On-Page
My Little Pony Topics
Average Monthly Search Volume
260,000
185,000
110,000
100,000
80,000
56,000
45,000
Each topic
category
represents
many queries

108.
Very broad categories…
Content & On-Page
Topic Top Query Examples Monthly Search Volume
Generic Custom / Personal
personalized gifts, personalized gift ideas, customizable
gifts, custom gift ideas
421,212
Company / Corp. / Business /
Employees
retirement gifts, corporate gifts, gifts for co-workers,
office gifts, executive gifts
90,490
Promotional Products
promotional products, promotional items, hit
promotional products, promo items, promotional gifts
81,370
Marketing / Advertising
advertising techniques, creative marketing, marketing
ideas, marketing materials
37,550
Engraved
engraved gifts, laser engraving, wood engraving,
custom engraving, glass engraving
23,130
Branded / Logo
logo products, logo items, branded products, branded
items, logo merchandise, logo gifts
8,080
Trade Shows
trade show giveaways, tradeshow giveaways, trade
show items, trade show promotional items
4,550

109.
… to more narrow
Content & On-Page
Topic Example Queries Search Volume
Wedding / Bridal / Grooms personalized wedding gifts, wedding favors,
wedding favor ideas, cheap wedding favors
264,210
Keychains custom keychains, customized keychains,
personalized keychains, personalized key chains,
key rings bulk
99,080
School / Sports spirit wear, custom varsity jackets, custom team
apparel, high school apparel, Greek apparel
81,490
Pens custom pens, personalized pens, business pens 72,480
Notepads personalized notepads, personalized post it notes 24,920

110.
Comparison Calvin
Content & On-Page
“The pledges need quality embroidered shirts
for a golf tournament they‟re playing in.”
Sample Search Queries
What can we provide to help him
accomplish his task?
What else can we provide of
interest?
Conversion Goal Why He‟ll Do It Success Metrics
Task 1: I want to find a resource for Greek apparel and merchandise.
[fraternity apparel] Broad selection of quality gear
Popular brands
Great service
Speedy turnaround
Newsletter
Explore options
He needs shirts for the
pledges.
He needs a reliable
resource going
forward.
Subscribe for 10% off.
Sign up for newsletter
Purchase shirts
Social share/like
Task 2: I want to find a resource for Greek apparel and merchandise.
[embroidered polo shirts]
Wide selection of name brands –
high quality
Great prices
Great Service
Speedy turnaround
Newsletter
Find the best
option for shirts
Great prices.
10% discount.
Minimum order works.
Easy to order.
Can get a quote and a
sample.
Purchase
Sign up for newsletter
Social share/like

111.
Comparison Calvin
Content & On-Page
“The pledges need quality embroidered shirts
for a golf tournament they‟re playing in.”
Ideal Workflow
Search Rank & Display Page Content
Conversion &
Motivation
[embroidered polo shirts] Custom Embroidered
Polo & Golf Shirts – Buy
Wholesale & Save! |
InkHead
Top Quality and great
prices on golf and polo
shirts from your favorite
brands, including Nike
and Adidas.
Images and details of
product offerings. Calvin
can filter and sort by a
range of criteria,
including price, brand,
color, sub-category and
style.
Carl sees what he
needs and he sees lots
of choices. He knows
the brands, the prices
are reasonable and the
ordering process looks
simple.
Clicks to buy.

112.
Comparison Calvin
Content & On-Page
“The pledges need quality embroidered shirts
for a golf tournament they‟re playing in.”
Ideal Workflow
Search Rank & Display Page Content
Conversion &
Motivation
[embroidered polo shirts] Custom Embroidered
Polo & Golf Shirts – Buy
Wholesale & Save! |
InkHead
Top Quality and great
prices on golf and polo
shirts from your favorite
brands, including Nike
and Adidas.
Images and details of
product offerings. Calvin
can filter and sort by a
range of criteria,
including price, brand,
color, sub-category and
style.
Carl sees what he
needs and he sees lots
of choices. He knows
the brands, the prices
are reasonable and the
ordering process looks
simple.
Clicks to buy.
User exp.
begins here
Content
creates the
conversion

113.
Spend a lot of time on SERP presentation, says Derpy!
Content & On-Page

114.
The SERP display is where it all begins
Content & On-PageAMZN doesn‟t do schema
Rich snippets
Great URL. But wigs??
Really bad title, CMS hack
Search results
UK version?

115.
The SERP display is where it all begins
Content & On-Page
Click-worthy
Secondary Choices

116.
The SERP display is where it all begins
Content & On-Page
Ignored

117.
The SERP display is where it all begins
Content & On-Page
SERP Presentation is Critical

118.
The SERP display is where it all begins
Content & On-Page
SERP Presentation is Critical
It impacts CTR!
And can even
influence rank.

119.
The SERP display is where it all begins
Content & On-Page
SERP Presentation is Critical
How about an
example?

120.
Useful Example
on Organic CTRWhat happens when
video thumbnails
appear for product
pages?
Content &
On-Page

121.
Content &
On-Page
Not actually a video.

122.
Video thumbnails on product pages plummet CTR
Content & On-Page
Whoops! Product pages are
listed in the video sitemap
(videos are on the pages).

123.
Content & On-Page
But what did this do to
CTR?

124.
Queries with Video Thumbnail Queries without Video Thumbnail
THIS.
AVERAGE QUERY CLICK-THROUGH RATE
2% 17%

125.
Queries with Video Thumbnail Queries without Video Thumbnail
THIS.
AVERAGE QUERY CLICK-THROUGH RATE
2% 17%
Users didn‟t want a
video, they wanted a
product.

126.
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
What is the Social Value of a User?AGENDA

127.
Users prefer tablets for search.
Social Sites for Ecommerce

128.
Facebook is 57% of Social Visits; Pinterest grows fastest.
Social Sites for Ecommerce

129.
Social Sites Refer ~1.3% of All-Site Visits
Social Sites for Ecommerce

130.
Mobile sends 31% of social traffic.
Social Sites for Ecommerce

131.
Social not responsible for much with last touch
Social Sites for Ecommerce

132.
A first touch model helps social a tiny bit.
Social Sites for Ecommerce

133.
Social Has A
Growing Impact
On Core Retail
Social Has A
Growing Impact
On Core Retail
Source: Internet Retailer, 2014 Social Media 500 &
Business Insider

134.
Social Has A
Growing Impact
On Core Retail
Source: Internet Retailer, 2014 Social Media 500 &
Business Insider

135.
• “Sales funnel” no
longer an accurate
model for online
retail environment
• Does not reflect the
open-ended nature
of social media
Role of Social
Media
Old Consumer Journey

136.
EVALUATE
ADVOCATE
BOND
EXPERIENCE
BUYBUY
CONSIDER
Interests
Concerns
Needs
NEW CONSUMER JOURNEY

137.
EVALUATE
BOND
ADVOCATE
BOND
ADVOCATE
EXPERIENCE
EXPERIENCE
LOYALTY LOOP
BUYBUY
CONSIDER
Interests
Concerns
Needs
NEW CONSUMER JOURNEY

138.
EVALUATE
BOND
ADVOCATE
EXPERIENCE
LOYALTY LOOP
BUY
CONSIDER
Interests
Concerns
Needs
where SEO
comes into play
NEW CONSUMER JOURNEY

139.
EVALUATE
BOND
ADVOCATE
EXPERIENCE
LOYALTY LOOP
BUY
CONSIDER
Interests
Concerns
Needs
where social
comes into play
NEW CONSUMER JOURNEY

140.
• Monitoring
• Responding
• Amplifying
• Leading
NEW CONSUMER JOURNEY

141.
EVALUATE
BOND
ADVOCATE
EXPERIENCE
LOYALTY LOOP
BUY
CONSIDER
Interests
Concerns
Needs
Monitoring
NEW CONSUMER JOURNEY

142.
EVALUATE
BOND
ADVOCATE
EXPERIENCE
LOYALTY LOOP
BUY
CONSIDER
Interests
Concerns
Needs
Reputation Management
Customer Service
Responding
NEW CONSUMER JOURNEY

143.
EVALUATE
BOND
ADVOCATE
EXPERIENCE
LOYALTY LOOP
BUY
CONSIDER
Interests
Concerns
Needs
Referrals & Recommendations
Brand Advocacy
Amplifying
Fostering Communities
NEW CONSUMER JOURNEY

144.
EVALUATE
BOND
ADVOCATE
EXPERIENCE
LOYALTY LOOP
BUY
CONSIDER
Interests
Concerns
Needs
Brand Content Awareness
Product Launches
Targeted Deals, Offers
Leading
Consumer Input
NEW CONSUMER JOURNEY

145.
Role of Social
Media
Takeaways
The consumer journey has
changed.
The new model reflects
stages where brands can
exert influence.
A users‟ brand experience
takes place on social media.
1
2
3

146.
Role of Social
Media
Takeaways
Got any examples, guy?

147.
JoS. A. Bank
Facebook
Source: http://www.facebook.com/Jos.A.Bank.Clothiers.Inc

148.
JoS. A. Bank
Facebook
Source: m.facebook.com/Jos.A.Bank.Clothiers.Inc

149.
Post Length
Facebook
Source: http://socialmediatoday.com/morgan-j-arnold/566350/optimizing-facebook-engagement-effect-post-length

150.
Unbranded content
Facebook
Source: https://www.facebook.com/MensWearhouse

151.
Engagement
Facebook
Source: https://www.facebook.com/BrooksBrothers

152.
Engagement
Facebook
Source: https://www.facebook.com/Nordstrom

153.
Cross-pollination
Facebook
Source: https://www.facebook.com/BrooksBrothers

154.
Facebook
Takeaways
Post more unbranded content
Simplify CTAs
Post adjacent interests
Deepen connections by supporting
issues important to fans
Give fans direct access to catalog
via a custom tab
1
2
3
4
5

155.
Inline Image Preview
Twitter
Source: https://twitter.com/BrooksBrothers

156.
Images and engagement
Twitter
Source: http://blog.bufferapp.com/the-power-of-twitters-new-expanded-images-and-how-to-make-the-most-of-it
Tweets with images received 150% more retweets.Tweets with images received 18% more clicks than
those without.

157.
Twitter
Takeaways
Platform is suited to creating and
leading conversations
Easy for pushing out low-cost
content
Use branded hashtags to reach
unconnected audience
Messages can be amplified quickly
and easily
Respond to users with RTs and
replies
1
2
3
4
5

158.
Pinterest
22%
60%

159.
Pinterest
Pinterest traffic converts to sale 22% more than
Facebook traffic.
Pinterest traffic spends 60% more than
Facebook traffic.

160.
JoS. A. Bank
Pinterest
Source: http://www.pinterest.com/josabank/

161.
Nordstrom
Pinterest
Source: http://www.pinterest.com/nordstrom/

162.
Nordstrom
Pinterest
Source: http://www.pinterest.com/nordstrom/

163.
Pinterest
Takeaways
Boards are an opportunity to
showcase brand‟s aesthetic and
personality
Organize and curate boards using
unbranded imagery
Focus on aspirational or inspiring
themes
Curate boards that speak to user
interests
1
2
3
4

164.
Nordstrom
Instagram
Source: http://instagram.com/nordstrom

165.
Nordstrom
Instagram
Source: http://instagram.com/nordstrom

166.
Nordstrom
Instagram
Source: http://instagram.com/nordstrom

167.
JoS. A. Bank
Google+
Source: https://plus.google.com/111895265730261374585/posts

168.
JoS. A. Bank
YouTube
Source: https://plus.google.com/+BrooksBrothers/posts

169.
Men‟s Wearhouse
YouTube
Source: http://www.youtube.com/user/MensWearhouse

170.
Men‟s Wearhouse
YouTube
Source: http://www.youtube.com/user/MensWearhouse

171.
Real Men Real Style Group
LinkedIn
Source: http://www.linkedin.com/groups/Real-Men-Real-Style-Wardrobe-4063499

172.
Real Men Real Style Group
LinkedIn
Source: http://www.linkedin.com/groups/Real-Men-Real-Style-Wardrobe-4063499

173.
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
How to Report on SEO for EcommAGENDA

174.
Thinking about reporting on SEO
It‟s not about keywords.1
Focus on bottom-line metrics that matter.2
Engagement metrics are important for YOU dear SEO.3
You‟ll need more than a single analytics package.4

175.
It‟s not about keywords.
Analytics & Reporting
186
Track topics or page types instead of queries.
1

176.
Track topics or page types instead of queries.
It‟s not about keywords.
Analytics & Reporting
1
More insightful
(queries
change)
More
actionable
(search
volume)
Easier to spot
trends
(seasonality)
Less obsessive
(no more
ranking
reports)

177.
Analytics & Reporting
Roll metrics up to the URL level.
It‟s not about keywords.1

178.
Analytics & Reporting
Queries
CR
Traffic
CTR
Bounce
Rate
If I were a
URL
And these
my metrics

179.
Analytics & Reporting
Queries
CR
Traffic
CTR
Bounce
Rate
GWT and/or scraped data
Analytics
Analytics
GWT
Analytics

180.
It looks like this.
Analytics & Reporting
191
GWT URL data Analytics URL data

181.
Most helpful with multiple data views
Analytics & Reporting
192
Several different views

182.
Track bottom line metrics.
Analytics & Reporting
193A
• Revenue from organic
• Organic traffic by search engine
• Organic conversion rate
2
• Use content groupings in GA
• Hit level only
• Useful for ecommerce page types

183.
Analytics & Reporting
• Use content groupings in GA
• Hit level only
• Useful for ecommerce page types
Track bottom line metrics.2
More here: http://cutroni.com/blog/

184.
Engagement metrics
Analytics & Reporting
195
3
• Time on page, avg. pages/visit, time on site
• Very useful to spot poor experiences
• Bounce rate is a useful metric for Panda
• Group high bounce rate pages to analyze
• Segment alongside conversion rate
• Report on these only when they lead to ACTION

185.
You‟ll need multiple tools.
Analytics & Reporting
196
4
• Best in class:
• Brightedge
• Linkdex
• SEO Clarity
• Search Metrics
• Search Light
• SEO analytics are essential.

186.
Google Not Provided Holds at 84%.
Analytics & Reporting
197
4

187.
Safari, Android Users Over-Represented in Provided Queries
Analytics & Reporting
198
4

188.
Analytics & Reporting
Brightedge keyword groups

189.
Analytics & Reporting
SearchMetrics keyword groups

190.
Analytics & Reporting
SearchMetrics „tags‟

191.
You‟ll need multiple tools.
Analytics & Reporting
202
4
Inexpensive / free:
• SEMRush
• SpyFu
• Tools.SEOBook.com
• Wordstream

192.
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
Today‟s Talk is Wide and DeepAGENDA
@audette

193.
Teams don‟t talk

194.
SEO is the bridge builder

195.
This is what happens when departments are siloed.
Help Teams Talk
Got 1 million links. Didn‟t tell SEO.

196.
This is what happens when departments are siloed.
Help Teams Talk
I can‟t
imagine
what went
wrong.
Got 1 million links. Didn‟t tell SEO.

197.
This is what happens when departments are siloed.
Help Teams Talk
SEO found out.

198.
This is what happens when departments are siloed.
Help Teams Talk
Fix implemented.

199.
This is what happens when departments are siloed.
Help Teams Talk
Fix implemented.

200.
It‟s cliché, but breaking down silos is crucial.
Help Teams Talk

201.
Help Teams Talk
This is SEO.

202.
#SearchFest
Adam Audette
aaudette@rimmkaufman.com
@audette
Questions

203.
#SearchFest
Adam Audette
aaudette@rimmkaufman.com
@audette
Questions