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SEO for Ecommerce: A Comprehensive Guide

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A comprehensive guide to ecommerce SEO. With bronies. Why, you may ask? Because that's my daughter's current obsession. Also because SEO+bronies=monies.

Slides broken into sections:

1. Technical SEO
2. On-page and Content
3. Social Media
4. Reporting and Analytics
5. Business Concerns

Published in: Marketing, Technology, Design

SEO for Ecommerce: A Comprehensive Guide

  1. 1. SEO for Ecommerce Adam Audette @audette
  2. 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. 3. Let us begin
  4. 4. Amazon sells more online than its next 12 competitors combined Wall Street Journal, August 27, 2013
  5. 5. Yet continues to grow at 30% & command large amounts of new internet sales Wall Street Journal, August 27, 2013
  6. 6. You need a brand to compete
  7. 7. YOU NEED TO DIFFERENTIATE TO COMPETE
  8. 8. 40% of companies use social as their primary digital tool to reach customers. McKinsey Quarterly, April 2012, Demystifying Social Meda
  9. 9. You need a social strategy to compete
  10. 10. You need strong technical to compete
  11. 11. You need a content strategy to compete
  12. 12. Shrinking Organic SERP Real Estate
  13. 13. This is what happens when you do SEO right
  14. 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. 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. 16. @audette Do: create list of top priorities Do: understand their impact
  17. 17. @audette Don‟t: create giant SEO audit Don‟t: create laundry list of “issues”
  18. 18. 1.Identify top priorities 2.Sync with business 3.Create bugs and ship!
  19. 19. These are typically* the highest priority areas Technical SEO for Ecommerce *it always depends • Duplication • Faceted Navigation • Pagination • Speed • Site Search • Mobile
  20. 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. 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. 22. Exporting GWT’s top pages for crawling Duplication Grab that one.
  23. 23. Duplication Exporting GWT’s top pages for crawling
  24. 24. Exporting GWT’s top pages for crawling Duplication
  25. 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. 26. Google’s index can give you answers. Duplication
  27. 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. 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. 29. Duplication Easy Wins
  30. 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. 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. 32. Faceted Navigation Important facets for SEO
  33. 33. Faceted Navigation NOT important facets for SEO
  34. 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. 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. 36. “Using non-standard encoding is just asking for trouble.” – Mehmet Aktuna Google Crawling Team
  37. 37. Hey, that‟s what we always say! “Using non-standard encoding is just asking for trouble.” – Mehmet Aktuna Google Crawling Team
  38. 38. Non-standard encoding means using characters in URLs like : , [ ] …
  39. 39. “It‟s totally uncool.” – Rainbow Dash, My Little Pony
  40. 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. 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. 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. 43. Links are crawled but URLs are blocked. Faceted Navigation Tools to use for crawling controls on facets.
  44. 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. 45. Faceted Navigation
  46. 46. Faceted Navigation
  47. 47. @audette Ah meta noindex…yes very interesting
  48. 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. 49. Sorts/views shouldn‟t be crawled.
  50. 50. Pages should be consolidated.
  51. 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. 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. 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. 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. 55. Speaking of speed …
  56. 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. 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. 58. That hurts the bottom line.
  59. 59. Speed Study up Google‟s Guide to Web Performance https://developers.google.com/speed/docs/best- practices/rules_intro
  60. 60. Speed Study up Yahoo!‟s Guide to Page Speed http://developer.yahoo.com/yslow/
  61. 61. Tools Speed • Google Page Speed: Yslow • Pingdom: WebpageTest.org • Load Impact
  62. 62. “Search results in our search results.”
  63. 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. 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. 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. 66. Site Search & SEO Fortune 10 ecommerce brand Pages Displayed in Non-Branded SERPs Heavily reliant on site search.
  67. 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. 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. 69. Hmm….
  70. 70. Mobile is growing faster than desktop.
  71. 71. No one knows what to do. Mobile is growing faster than desktop.
  72. 72. Windows Tablets High, Kindle Fire Among Lowest Revenue-per-Click by Device
  73. 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. 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. 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. 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. 77. For ecommerce, „native‟ content is limited. Content & On-Page • Category pages • Product pages • Buyer‟s guides • Reviews • Blog content
  78. 78. It‟s ALL ABOUT THE EXPERIENCE Content & On-Page
  79. 79. Look to Amazon for industry leading experiences. Content & On-Page This is valuable.
  80. 80. I see what you did there… Content & On-Page Both product descriptions featured.
  81. 81. Making it easy for me, thanks Amazon.
  82. 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. 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. 84. This experience is just so much better. Content & On-Page This is valuable.
  85. 85. Content & On-Page Product Inventory, product flux Try to make this less sucky.
  86. 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. 87. When Permanently Out of Stock, Option 2 Content & On-Page 404 the URL if no newer product exists (This is hard core)
  88. 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. 89. Content & On-Page Don‟t do it like this… Tad Chef http://blog.ahrefs.com/ecommerce-out-of-stock-products/
  90. 90. Content & On-Page Don‟t do it like this… Doubly sucky.
  91. 91. More helpful
  92. 92. Here‟s a good out of stock message. Content & On-Page Tad Chef http://blog.ahrefs.com/ecommerce-out-of-stock-products/
  93. 93. Tad Chef http://blog.ahrefs.com/ecommerce-out-of-stock-products/
  94. 94. Content & On-Page Content & On-Page Great Alternatives Here Tad Chef http://blog.ahrefs.com/ecommerce-out-of-stock-products/
  95. 95. What if products are coming back in? Content & On-Page Continue serving the page with messaging and recommendations (same approach as before)
  96. 96. Category pages are the „hubs‟ Content & On-Page
  97. 97. Category pages are the „hubs‟ Content & On-Page category subcat product product subcat product product
  98. 98. Content & On-Page category subcat product product subcat product product Constant, Equity full, Heavily linked
  99. 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. 100. Content & On-Page Categories as useful content
  101. 101. Seasonal pages and „themes‟ Content & On-Page
  102. 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. 103. Your inventory is your content. Content & On-Page • You can wrap and re-wrap your inventory in creative ways
  104. 104. Say it with me: topics, not keywords! Content & On-Page
  105. 105. Content & On-Page TOPICS, not terms
  106. 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. 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. 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. 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. 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. 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. 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. 113. Spend a lot of time on SERP presentation, says Derpy! Content & On-Page
  114. 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. 115. The SERP display is where it all begins Content & On-Page Click-worthy Secondary Choices
  116. 116. The SERP display is where it all begins Content & On-Page Ignored
  117. 117. The SERP display is where it all begins Content & On-Page SERP Presentation is Critical
  118. 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. 119. The SERP display is where it all begins Content & On-Page SERP Presentation is Critical How about an example?
  120. 120. Useful Example on Organic CTRWhat happens when video thumbnails appear for product pages? Content & On-Page
  121. 121. Content & On-Page Not actually a video.
  122. 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. 123. Content & On-Page But what did this do to CTR?
  124. 124. Queries with Video Thumbnail Queries without Video Thumbnail THIS. AVERAGE QUERY CLICK-THROUGH RATE 2% 17%
  125. 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. 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. 127. Users prefer tablets for search. Social Sites for Ecommerce
  128. 128. Facebook is 57% of Social Visits; Pinterest grows fastest. Social Sites for Ecommerce
  129. 129. Social Sites Refer ~1.3% of All-Site Visits Social Sites for Ecommerce
  130. 130. Mobile sends 31% of social traffic. Social Sites for Ecommerce
  131. 131. Social not responsible for much with last touch Social Sites for Ecommerce
  132. 132. A first touch model helps social a tiny bit. Social Sites for Ecommerce
  133. 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. 134. Social Has A Growing Impact On Core Retail Source: Internet Retailer, 2014 Social Media 500 & Business Insider
  135. 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. 136. EVALUATE ADVOCATE BOND EXPERIENCE BUYBUY CONSIDER Interests Concerns Needs NEW CONSUMER JOURNEY
  137. 137. EVALUATE BOND ADVOCATE BOND ADVOCATE EXPERIENCE EXPERIENCE LOYALTY LOOP BUYBUY CONSIDER Interests Concerns Needs NEW CONSUMER JOURNEY
  138. 138. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs where SEO comes into play NEW CONSUMER JOURNEY
  139. 139. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs where social comes into play NEW CONSUMER JOURNEY
  140. 140. • Monitoring • Responding • Amplifying • Leading NEW CONSUMER JOURNEY
  141. 141. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs Monitoring NEW CONSUMER JOURNEY
  142. 142. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs Reputation Management Customer Service Responding NEW CONSUMER JOURNEY
  143. 143. EVALUATE BOND ADVOCATE EXPERIENCE LOYALTY LOOP BUY CONSIDER Interests Concerns Needs Referrals & Recommendations Brand Advocacy Amplifying Fostering Communities NEW CONSUMER JOURNEY
  144. 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. 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. 146. Role of Social Media Takeaways Got any examples, guy?
  147. 147. JoS. A. Bank Facebook Source: http://www.facebook.com/Jos.A.Bank.Clothiers.Inc
  148. 148. JoS. A. Bank Facebook Source: m.facebook.com/Jos.A.Bank.Clothiers.Inc
  149. 149. Post Length Facebook Source: http://socialmediatoday.com/morgan-j-arnold/566350/optimizing-facebook-engagement-effect-post-length
  150. 150. Unbranded content Facebook Source: https://www.facebook.com/MensWearhouse
  151. 151. Engagement Facebook Source: https://www.facebook.com/BrooksBrothers
  152. 152. Engagement Facebook Source: https://www.facebook.com/Nordstrom
  153. 153. Cross-pollination Facebook Source: https://www.facebook.com/BrooksBrothers
  154. 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. 155. Inline Image Preview Twitter Source: https://twitter.com/BrooksBrothers
  156. 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. 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. 158. Pinterest 22% 60%
  159. 159. Pinterest Pinterest traffic converts to sale 22% more than Facebook traffic. Pinterest traffic spends 60% more than Facebook traffic.
  160. 160. JoS. A. Bank Pinterest Source: http://www.pinterest.com/josabank/
  161. 161. Nordstrom Pinterest Source: http://www.pinterest.com/nordstrom/
  162. 162. Nordstrom Pinterest Source: http://www.pinterest.com/nordstrom/
  163. 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. 164. Nordstrom Instagram Source: http://instagram.com/nordstrom
  165. 165. Nordstrom Instagram Source: http://instagram.com/nordstrom
  166. 166. Nordstrom Instagram Source: http://instagram.com/nordstrom
  167. 167. JoS. A. Bank Google+ Source: https://plus.google.com/111895265730261374585/posts
  168. 168. JoS. A. Bank YouTube Source: https://plus.google.com/+BrooksBrothers/posts
  169. 169. Men‟s Wearhouse YouTube Source: http://www.youtube.com/user/MensWearhouse
  170. 170. Men‟s Wearhouse YouTube Source: http://www.youtube.com/user/MensWearhouse
  171. 171. Real Men Real Style Group LinkedIn Source: http://www.linkedin.com/groups/Real-Men-Real-Style-Wardrobe-4063499
  172. 172. Real Men Real Style Group LinkedIn Source: http://www.linkedin.com/groups/Real-Men-Real-Style-Wardrobe-4063499
  173. 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. 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. 175. It‟s not about keywords. Analytics & Reporting 186 Track topics or page types instead of queries. 1
  176. 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. 177. Analytics & Reporting Roll metrics up to the URL level. It‟s not about keywords.1
  178. 178. Analytics & Reporting Queries CR Traffic CTR Bounce Rate If I were a URL And these my metrics
  179. 179. Analytics & Reporting Queries CR Traffic CTR Bounce Rate GWT and/or scraped data Analytics Analytics GWT Analytics
  180. 180. It looks like this. Analytics & Reporting 191 GWT URL data Analytics URL data
  181. 181. Most helpful with multiple data views Analytics & Reporting 192 Several different views
  182. 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. 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. 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. 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. 186. Google Not Provided Holds at 84%. Analytics & Reporting 197 4
  187. 187. Safari, Android Users Over-Represented in Provided Queries Analytics & Reporting 198 4
  188. 188. Analytics & Reporting Brightedge keyword groups
  189. 189. Analytics & Reporting SearchMetrics keyword groups
  190. 190. Analytics & Reporting SearchMetrics „tags‟
  191. 191. You‟ll need multiple tools. Analytics & Reporting 202 4 Inexpensive / free: • SEMRush • SpyFu • Tools.SEOBook.com • Wordstream
  192. 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. 193. Teams don‟t talk
  194. 194. SEO is the bridge builder
  195. 195. This is what happens when departments are siloed. Help Teams Talk Got 1 million links. Didn‟t tell SEO.
  196. 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. 197. This is what happens when departments are siloed. Help Teams Talk SEO found out.
  198. 198. This is what happens when departments are siloed. Help Teams Talk Fix implemented.
  199. 199. This is what happens when departments are siloed. Help Teams Talk Fix implemented.
  200. 200. It‟s cliché, but breaking down silos is crucial. Help Teams Talk
  201. 201. Help Teams Talk This is SEO.
  202. 202. #SearchFest Adam Audette aaudette@rimmkaufman.com @audette Questions
  203. 203. #SearchFest Adam Audette aaudette@rimmkaufman.com @audette Questions

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