Ecommerce webinar-oct-2010


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Ecommerce webinar-oct-2010

  1. 1. SEO Strategies forE-Commerce/Retail Websites SEOmoz PRO Webinar, October 2010
  2. 2. Keyword Demand in E-Commerce
  3. 3. Tail > Head, But Hard to Research
  4. 4. Long Tail = Better Converting
  5. 5. Avg # of KWs Sending
  6. 6. Takeaway #1More Content/Page, Fewer Pages Amazon Barnes & Noble
  7. 7. Takeaway #2 Enable + Encourage UGCMy Blog Post UGC (Comments)
  8. 8. Takeaway #3 Devote Effort to Editorial Content
  9. 9. Product Categories & Organization
  10. 10. More Nav Levels = Harder to Get Full Indexation
  11. 11. Many Cat/Subcat Pgs Don’t Get Indexed
  12. 12. Internal Anchor Text Can Help (or Hurt) VS.
  13. 13. Products in Multiple Categories Cause Problems The iPod Touch is findable in portable video, but “lives” in iPods
  14. 14. Takeaway #1Minimize Clicks & Nav Levels Just 2 Clicks to Any Product!
  15. 15. Takeaway #2Build “Content-Rich” Category Pages
  16. 16. Takeaway #3Optimize Internal Anchor Text Carefully Doesn’t Go Overboard w/ Anchor Txt Optimization
  17. 17. Takeaway #4Use “Canonical” Categories + Multiple Category Listings for Best Results
  18. 18. Solving Indexation
  19. 19. Hard to Get Lots of Products Indexed without LOTS of Links
  20. 20. Takeaway #1Product Feeds Can Help
  21. 21. Takeaway #2Tweet New URLs from a “Real” Account
  22. 22. Takeaway #3Use XML Sitemaps Strategically
  23. 23. Takeaway #4 Be Careful Using Internal Nofollows
  24. 24. Duplicate Content
  25. 25. On-Site Dup Content Hurts
  26. 26. Cross-Domain Dup Content Stings
  27. 27. Takeaway #1Use a Unique Product Titling Strategy
  28. 28. Takeaway #2 Rewrite the writes editorialand licenses content from marries heavy magazine reviews editorial with user review “highlights” and tags
  29. 29. Takeaway #3Outlink the Competition on Deep Pages
  30. 30. Link Building
  31. 31. Link Building for Specific Product Pgs • License your content, product descriptions, reviews, images or other content with a link-back requirement • Make your links “absolute” so scrapers will link back to you when they copy your material • Affililate programs (many don’t link back, but often will use your images/content which then do provide followable links) • Zemanta – get your product/content in front of bloggers as they compose posts • Send feeds to shopping sites, feed engines and deal/discount sites • Build partnerships with relevant information/product sites
  32. 32. Link Building to Cat/Subcat Pgs• Show/share interesting data about sales, interests, stats, etc. thatnews and reference sites will want to link to• Sponsor relevant events (online or off) from specific categories• Use public relations and press releases to promote newcategories/offerings• Leverage HARO and other direct-press contact sites to help withdistribution/awareness• Make embeddable content link back to product pages andcategory/subcategory pages where relevant
  33. 33. General Link Building for E-Commerce • Provide donations or samples of products to charities, auctions, events, contests, etc. • Publish regular “deals” and “sales” that deal sites can pick up and syndicate (builds links to multiple pages regularly) • Claim social profiles and business profiles on any site that is relevant or at tipping point (e.g. LinkedIn, Manta, Crunchbase, etc.) • Conduct competitive research on indirect competitors and retailers with similar size, focus or geography • Get local links from business directories, chambers of commerce, local sponsorships, press, etc.
  34. 34. Shopping Search SEO
  35. 35. Shopping Biased to “Fat Head” and some “Chunky Middle” but little “Long Tail”
  36. 36. Big Brands Often Dominate Results Primarily nationallyknown “brands” with few specialty/small shops
  37. 37. Reviews: Quantity > Quality
  38. 38. Location Influences Shopping Results “Nearby” stores get higher placement based on location
  39. 39. Takeaway #1Don’t Waste Energy Unless it Matters
  40. 40. Takeaway #2 Feed Optimization Can Help
  41. 41. Takeaway #3Brand Building Can Win in the Long Run
  42. 42. Takeaway #4Start Local, then Grow Remember Risk?Take Australia then build out!
  43. 43. Tracking SEO Value in Retail
  44. 44. Branded Search Sends Most Value
  45. 45. Buyers Search + Visit MANY Times
  46. 46. Takeaway #1First-Touch Attribution is Essential
  47. 47. One Final Tip
  48. 48. Takeaway X Rich Snippets Rock
  49. 49. Q+ARand Fishkin, CEO & Co-Founder, SEOmoz • Twitter: @randfish • Blog: • Email: