Trends in Ecommerce: Buyer Behavior, SEO, and more - Adam Audette - Pubcon 2010

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Adam Audette's presentation from Pubcon 2010. Trends in ecommerce are covered, including shopping behavior, Google Instant and SEO, case study showing the effectiveness of the rel=canonical SEO meta tag, power of video in ecommerce, why Bing is important, and visual search.

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Trends in Ecommerce: Buyer Behavior, SEO, and more - Adam Audette - Pubcon 2010

  1. 1. Trends in Ecommerce Adam Audette – President/CEO AudetteMedia, Inc.
  2. 2. 2
  3. 3. What Shoppers Want
  4. 4. What do consumers want? • Brand Loyalty is Less Important • Free Shipping is More Important • Deals are More Important
  5. 5. CSEs Gaining Ground
  6. 6. 51% of shoppers are “somewhat likely” to cancel their entire order if free shipping is not offered!
  7. 7. Takeaways • Free shipping is huge • Offer discounts, rewards, incentives • Need to differentiate strongly
  8. 8. Video Sells
  9. 9. Video is Powerful • 65% of people are visual learners • People process info 30% quicker with video + text, opposed to just text
  10. 10. Takeaways • Experiment with product videos • Ensure SEO is applied • Visual search and browse are the future
  11. 11. Instant and Ecommerce
  12. 12. Google Instant: Impact?
  13. 13. Case 1: $1.5bil retailer
  14. 14. Case 2: $300mil retailer
  15. 15. Sample of 12 Retailers
  16. 16. Takeaways • Instant does not have significant impact • MayDay a much bigger impact on SEO • More time and research needed
  17. 17. More Reading • Conductor: blog.conductor.com • Seer Interactive: seerinteractive.com/blog
  18. 18. Rel Canonical Works
  19. 19. Rel Canonical Case Study • Large single-channel retailer • Excessive duplicate product pages • Controlled changes: rel canonical and XML sitemaps
  20. 20. Increases in Traffic and Revenue
  21. 21. Takeaways • Number of duplicate product pages indexed by Google was drastically reduced. • Traffic to product pages increased due to better rankings • A corresponding increase in revenue from visitors landing on product pages occurred
  22. 22. Caveats • Bing doesn’t support rel canonical • There still may be better methods • Use caution: www.audettemedia.com/blog/link- canonical-is-breaking-sites
  23. 23. Speaking of Bing
  24. 24. It’s not Google • Results do not favor ecommerce as much as Google • Results vulnerable to link spam • Very focused on user experience
  25. 25. Bing Users Shop More • Bing users are 31% more likely to buy than internet in general • Bing users are 11% more likely to buy than Google users • It tends towards a ‘shoppy’ demographic • Can provide incremental traffic and revenue
  26. 26. What works at Bing • XML sitemaps for deep content • RSS feeds for fresh content • Normalize URLs, use parameter handling in Bing tools • Large brands will have advantage • Still too vulnerable to links • Still too slow to crawl 301s
  27. 27. Thank you! Adam Audette email: adam@audettemedia.com web: audettemedia.com twitter: @audette Adam Audette email: adam@audettemedia.com web: audettemedia.com twitter: @audette

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