Using Content to Win at Ecommerce

Monique Pouget
Using Content to Win at Ecommerce
Presented by Monique Pouget | August 16, 2012




                                     @MoniqueTheGeek
First Off, Who Am I?




Name: Monique Pouget         Twitter: @MoniqueTheGeek
Title: Director of Content   LinkedIn: linkd.in/mpouget
Marketing                    Read My Posts: Blog
Company: Thunder SEO
                             #sdseo            @MoniqueTheGeek
How do I…
            …spell
            E-commerce
            Ecommerce
            eCommerce
            ecommerce?!?!




   #sdseo      @MoniqueTheGeek
Challenge: Links to ecommerce product detail pages (PDP) are
         difficult to get, but they’re super valuable.


                                    Homepage



                                    Categories


                                    Products
                                     (PDPs)




                           #sdseo                @MoniqueTheGeek
Solution: Use creative content marketing to increase
       conversions, links and shares of PDPs.




                       #sdseo                @MoniqueTheGeek
But before you do that…

• Have you:
  • Implemented SEO basics (KW rich URLs, title tags,
    H1s, image alt attributes, sitemaps, etc.)?
  • Invested in unique product descriptions and images?
  • Added microdata/microformats for rich snippets
    (video, star ratings/reviews, products, offers,
    authorship, etc.)?
  • Integrated UGC video and review content?
  • Internally linked from valuable pages?
  • Made your PDPs shareable?

                        #sdseo            @MoniqueTheGeek
Challenge: Your site already has UGC reviews, but you want to
              engage more with your audience.




                            #sdseo                @MoniqueTheGeek
Solution: Ask customers to submit photos and videos of your
              product, and add it to your PDPs.




                           #sdseo                @MoniqueTheGeek
Product Reviews - Photos

                                              Customer action shots!




     http://www.thinkgeek.com/action-shots/
                   #sdseo                        @MoniqueTheGeek
Product Reviews - Video

Customer video review is
also the “most helpful
favorable review,” as voted
by other customers!




              http://www.amazon.com/Flip-Video-ATR1B-Tripod/product-reviews/B000VJRUKS
                                             #sdseo                            @MoniqueTheGeek
Videos = Important
• Help shoppers make buying decisions, leading to
  increased sales.
• Convey your added value such as your expertise, high
  level of service, etc.
• Videos are ideal content to promote in
  most social media venues.
• Make website pages more unique with
  custom content and transcripts.


                         #sdseo            @MoniqueTheGeek
Ecommerce Product Videos

Showcase your products
with professional videos.




                                                                    Bonus points:
                                                                    •   Social sharing options
                                                                    •   “Influence” stats
                                                                    •   Customer reviews below video

                   http://www.quirky.com/products/133-SOLO-Collapsible-Hanger
                                            #sdseo                              @MoniqueTheGeek
Ecommerce Product Videos

Zappos created 50,000
videos for their products!




                    http://www.zappos.com/steve-madden-achilees-cognac-leather
                                            #sdseo                               @MoniqueTheGeek
Guides are Goooood Too




                                             REI pairs expert athletic advice
                                             with related categories. These
                                             pages draw qualified traffic
                                             from over 1,800 individual
                                             keyphrases each week.




 http://www.rei.com/learn/expert-advice/running-shoes.html

                          #sdseo                             @MoniqueTheGeek
Challenge: Your product has little brand recognition in the
 community, and people aren’t writing organic reviews.




                           #sdseo                 @MoniqueTheGeek
Solution: Find popular bloggers in your community, and give
        away free products in exchange for a review.




                           #sdseo                @MoniqueTheGeek
Product Reviews - External


                                                                       Link to PDP, FTW!
                                                                       http://www.onabags.com/store
                                                                       /shoulder-bags/the-
                                                                       brooklyn.html?color=chestnut




Bonus: Company
is sponsoring
reader giveaway!



          http://daintysquid.blogspot.com/2012/05/whats-in-my-camera-bag-ona-review.html
                                            #sdseo                             @MoniqueTheGeek
Tools




 #sdseo   @MoniqueTheGeek
Challenge: People are writing organic reviews, but not linking
                      to your website.




                    Seriously?
                            #sdseo                 @MoniqueTheGeek
Solution: Find these blog posts and ask them to link to a PDP
              “for their readers’ convenience.”




                            #sdseo                @MoniqueTheGeek
Product Reviews - External

                                           No link to Vibram PDP.
                                           Let’s change that!




Search in Google:
vibram fivefingers inurl:review




                                  #sdseo         @MoniqueTheGeek
Challenge: Your infographics drive traffic, but not conversions.




                             #sdseo                 @MoniqueTheGeek
Solution: Combine infographics with a Call To Action (CTA).




                           #sdseo                @MoniqueTheGeek
Infographics with a CTA

Pair an infographic with a special offer.




           http://conteudo.pontofrio.com.br/html/infograficos/qual-video-game-tem-o-seu-perfil.html
                                                   #sdseo                              @MoniqueTheGeek
Infographics with a CTA

Pair an infographic with a
related product.




           http://www.intel.com/content/www/us/en/smartphones/i-heart-my-phone-infographic.html
                              http://www.pontofrio.com.br/infografico/cafe.aspx
                                                 #sdseo                             @MoniqueTheGeek
One more thing…




• You can’t do this for every product you sell. Prioritize by rankings
  and conversions.
• Select the products that rank between the 10th and 15th positions
  that need a “push”, and start with those.
• Remember: It’s a long term play! Zappos 50K http://bit.ly/OBQX5h
                               #sdseo                 @MoniqueTheGeek
Thank You!


@MoniqueTheGeek
monique@thunderseo.com
www.thunderseo.com/blog

   http://bit.ly/EcommerceContent
       #sdseo         @MoniqueTheGeek
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Using Content to Win at Ecommerce

  • 1. Using Content to Win at Ecommerce Presented by Monique Pouget | August 16, 2012 @MoniqueTheGeek
  • 2. First Off, Who Am I? Name: Monique Pouget Twitter: @MoniqueTheGeek Title: Director of Content LinkedIn: linkd.in/mpouget Marketing Read My Posts: Blog Company: Thunder SEO #sdseo @MoniqueTheGeek
  • 3. How do I… …spell E-commerce Ecommerce eCommerce ecommerce?!?! #sdseo @MoniqueTheGeek
  • 4. Challenge: Links to ecommerce product detail pages (PDP) are difficult to get, but they’re super valuable. Homepage Categories Products (PDPs) #sdseo @MoniqueTheGeek
  • 5. Solution: Use creative content marketing to increase conversions, links and shares of PDPs. #sdseo @MoniqueTheGeek
  • 6. But before you do that… • Have you: • Implemented SEO basics (KW rich URLs, title tags, H1s, image alt attributes, sitemaps, etc.)? • Invested in unique product descriptions and images? • Added microdata/microformats for rich snippets (video, star ratings/reviews, products, offers, authorship, etc.)? • Integrated UGC video and review content? • Internally linked from valuable pages? • Made your PDPs shareable? #sdseo @MoniqueTheGeek
  • 7. Challenge: Your site already has UGC reviews, but you want to engage more with your audience. #sdseo @MoniqueTheGeek
  • 8. Solution: Ask customers to submit photos and videos of your product, and add it to your PDPs. #sdseo @MoniqueTheGeek
  • 9. Product Reviews - Photos Customer action shots! http://www.thinkgeek.com/action-shots/ #sdseo @MoniqueTheGeek
  • 10. Product Reviews - Video Customer video review is also the “most helpful favorable review,” as voted by other customers! http://www.amazon.com/Flip-Video-ATR1B-Tripod/product-reviews/B000VJRUKS #sdseo @MoniqueTheGeek
  • 11. Videos = Important • Help shoppers make buying decisions, leading to increased sales. • Convey your added value such as your expertise, high level of service, etc. • Videos are ideal content to promote in most social media venues. • Make website pages more unique with custom content and transcripts. #sdseo @MoniqueTheGeek
  • 12. Ecommerce Product Videos Showcase your products with professional videos. Bonus points: • Social sharing options • “Influence” stats • Customer reviews below video http://www.quirky.com/products/133-SOLO-Collapsible-Hanger #sdseo @MoniqueTheGeek
  • 13. Ecommerce Product Videos Zappos created 50,000 videos for their products! http://www.zappos.com/steve-madden-achilees-cognac-leather #sdseo @MoniqueTheGeek
  • 14. Guides are Goooood Too REI pairs expert athletic advice with related categories. These pages draw qualified traffic from over 1,800 individual keyphrases each week. http://www.rei.com/learn/expert-advice/running-shoes.html #sdseo @MoniqueTheGeek
  • 15. Challenge: Your product has little brand recognition in the community, and people aren’t writing organic reviews. #sdseo @MoniqueTheGeek
  • 16. Solution: Find popular bloggers in your community, and give away free products in exchange for a review. #sdseo @MoniqueTheGeek
  • 17. Product Reviews - External Link to PDP, FTW! http://www.onabags.com/store /shoulder-bags/the- brooklyn.html?color=chestnut Bonus: Company is sponsoring reader giveaway! http://daintysquid.blogspot.com/2012/05/whats-in-my-camera-bag-ona-review.html #sdseo @MoniqueTheGeek
  • 18. Tools #sdseo @MoniqueTheGeek
  • 19. Challenge: People are writing organic reviews, but not linking to your website. Seriously? #sdseo @MoniqueTheGeek
  • 20. Solution: Find these blog posts and ask them to link to a PDP “for their readers’ convenience.” #sdseo @MoniqueTheGeek
  • 21. Product Reviews - External No link to Vibram PDP. Let’s change that! Search in Google: vibram fivefingers inurl:review #sdseo @MoniqueTheGeek
  • 22. Challenge: Your infographics drive traffic, but not conversions. #sdseo @MoniqueTheGeek
  • 23. Solution: Combine infographics with a Call To Action (CTA). #sdseo @MoniqueTheGeek
  • 24. Infographics with a CTA Pair an infographic with a special offer. http://conteudo.pontofrio.com.br/html/infograficos/qual-video-game-tem-o-seu-perfil.html #sdseo @MoniqueTheGeek
  • 25. Infographics with a CTA Pair an infographic with a related product. http://www.intel.com/content/www/us/en/smartphones/i-heart-my-phone-infographic.html http://www.pontofrio.com.br/infografico/cafe.aspx #sdseo @MoniqueTheGeek
  • 26. One more thing… • You can’t do this for every product you sell. Prioritize by rankings and conversions. • Select the products that rank between the 10th and 15th positions that need a “push”, and start with those. • Remember: It’s a long term play! Zappos 50K http://bit.ly/OBQX5h #sdseo @MoniqueTheGeek
  • 27. Thank You! @MoniqueTheGeek monique@thunderseo.com www.thunderseo.com/blog http://bit.ly/EcommerceContent #sdseo @MoniqueTheGeek