This deck covers the tactics that work for retailers in SEO and PPC, including case studies and practical advice on the do’s and don’ts to achieve success. Topics include technical SEO, link acquisition, PPC Shopping campaign optimisation and ad extension best practice.

1. Succeeding In Search
For Retailers

2. Technical SEO
• Make sure you dig deep
• Use multiple tools
• Manual review is essential
• Never rely solely on automated reports

3. Sometimes It’s The Simple Things
• Bingbot blocked in robots.txt
• c.£25k per month revenue

4. Be Wary!
• Infinite scroll on a new website
New site launched Infinite scroll removed

5. Pagination Pain
http://www.denby.co.uk/drinkware/mugs/icat/mugs?sort=sequence_mugs&sort=name
&order=asc&order=asc&categories=mugs&q=*&setpagenum=2&perpage=16

6. Pagination Pain
<link rel="canonical" href="http://www.denby.co.uk/drinkware/mugs/icat/mugs" />

7. AJAX Issues
http://www.jigsaw24.com/video_camcorders_dslr/store/fcp-category/list#page=1

8. AJAX Issues
Where’s my meta description!? 

9. AJAX Issues

10. Hidden Content

11. Hidden Content

12. Hidden Content

13. Structured Data Mark Up

14. Structured Data Mark Up

15. Mobile Interstitial Penalty
• From January 10th 2017
• “May not rank as highly”
• Mobile search only
• Does not apply to banners
like cookie acceptance or app
downloads

16. Content Hubs

17. Content Hubs
• Brings traffic from medium- and long-tail
keywords
• Range of pages/content is a signal of a good
user experience to Google = higher ranking for
head terms
• Informative content boosts trust and
conversion rates

18. Content Hub Performance
• 2015: +66% organic traffic, +38% organic revenue YoY
• 2016: +11% organic traffic, +32% organic revenue YoY

19. Ongoing SEO Is Important

20. Content Marketing For Links
• Builds domain authority
• Links on content pages can funnel equity in to
hub pages
• Builds brand awareness
• Creates content for email and social channels
• Additional source of organic traffic

21. Infographics

22. Infographic Links

23. Pop Culture

24. Pop Culture
96 links from DA98
• CNet
• Huffington Post
• Metro
• Paste Magazine
• Wired

25. Content Marketing Essentials
• Blog (ideally integrated WordPress)
• Creativity & understanding of purpose
• You need a big enough audience
• Research
• Production values
• Outreach skills

26. Keep Chipping Away
• Technical SEO
• Consolidating/removing low quality blog posts
• Keyword research
• On-page optimisation
• Category page content
• Four content hubs so far

27. What About PPC?

28. Shopping Campaign Priority
Priority changed from Low to Medium

29. Shopping Catch All Campaign
• All items in feed
• Single, low bid (usually <10p)
• Campaign Priority: Low
• Gets traffic when:
• Not all items are in other Shopping campaigns
• Other Shopping campaign budgets have less than
100% impression share

30. Remarketing Lists For Shopping

31. Remarketing Lists For Shopping
• CTR typically many times higher
• CPC increases, but:
• Conversion rate more than doubles on average
• You can also use Customer Match as well as
AdWords or Analytics remarketing lists
• Consider excluding recent purchasers

32. Feed Rules
Product title in feed

33. Feed Rules - Title Optimisation
Climpson Estate Espresso Blend Ground or Whole Bean Coffee

34. Search Term Reports

35. Search Term Reports
• Add negatives
• Find opportunities for Search campaigns
• One keyword we found led to a campaign that has
generated over £7k revenue in three months at a
return on ad spend of 1353%
• Create Single Product Ad Groups (SPAGs)
• Control which product shows for which term
• Separate generic from specific/brand terms using
negatives & Campaign Priorities

36. Price Extensions
• Only appear on mobile in top
ad position
• Great for category-level
keywords or products with
options

37. Thank You
ian@boom-online.co.uk