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?!?!
#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