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Using Content to Win at Ecommerce

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




                                     @...

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First Off, Who Am I?




Name: Monique Pouget         Twitter: @MoniqueTheGeek
Title: Director of Content   LinkedIn: link...

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How do I…
            …spell
            E-commerce
            Ecommerce
            eCommerce
            ecommerce?!?!
...

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Using Content to Win at Ecommerce

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).

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).

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Using Content to Win at Ecommerce

  1. 1. Using Content to Win at Ecommerce Presented by Monique Pouget | August 16, 2012 @MoniqueTheGeek
  2. 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. 3. How do I… …spell E-commerce Ecommerce eCommerce ecommerce?!?! #sdseo @MoniqueTheGeek
  4. 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. 5. Solution: Use creative content marketing to increase conversions, links and shares of PDPs. #sdseo @MoniqueTheGeek
  6. 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. 7. Challenge: Your site already has UGC reviews, but you want to engage more with your audience. #sdseo @MoniqueTheGeek
  8. 8. Solution: Ask customers to submit photos and videos of your product, and add it to your PDPs. #sdseo @MoniqueTheGeek
  9. 9. Product Reviews - Photos Customer action shots! http://www.thinkgeek.com/action-shots/ #sdseo @MoniqueTheGeek
  10. 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. 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. 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. 13. Ecommerce Product Videos Zappos created 50,000 videos for their products! http://www.zappos.com/steve-madden-achilees-cognac-leather #sdseo @MoniqueTheGeek
  14. 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. 15. Challenge: Your product has little brand recognition in the community, and people aren’t writing organic reviews. #sdseo @MoniqueTheGeek
  16. 16. Solution: Find popular bloggers in your community, and give away free products in exchange for a review. #sdseo @MoniqueTheGeek
  17. 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. 18. Tools #sdseo @MoniqueTheGeek
  19. 19. Challenge: People are writing organic reviews, but not linking to your website. Seriously? #sdseo @MoniqueTheGeek
  20. 20. Solution: Find these blog posts and ask them to link to a PDP “for their readers’ convenience.” #sdseo @MoniqueTheGeek
  21. 21. Product Reviews - External No link to Vibram PDP. Let’s change that! Search in Google: vibram fivefingers inurl:review #sdseo @MoniqueTheGeek
  22. 22. Challenge: Your infographics drive traffic, but not conversions. #sdseo @MoniqueTheGeek
  23. 23. Solution: Combine infographics with a Call To Action (CTA). #sdseo @MoniqueTheGeek
  24. 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. 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. 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. 27. Thank You! @MoniqueTheGeek monique@thunderseo.com www.thunderseo.com/blog http://bit.ly/EcommerceContent #sdseo @MoniqueTheGeek

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