My presentation from the San Diego SEO Meetup on 8/16/12 about using creative content marketing to increase conversions, links and shares of product detail pages (PDPs).
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?!?!
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4. Challenge: Links to ecommerce product detail pages (PDP) are
difficult to get, but they’re super valuable.
Homepage
Categories
Products
(PDPs)
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5. Solution: Use creative content marketing to increase
conversions, links and shares of PDPs.
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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.
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8. Solution: Ask customers to submit photos and videos of your
product, and add it to your PDPs.
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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
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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
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15. Challenge: Your product has little brand recognition in the
community, and people aren’t writing organic reviews.
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16. Solution: Find popular bloggers in your community, and give
away free products in exchange for a review.
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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
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
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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
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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