SlideShare a Scribd company logo
1 of 41
Download to read offline
Ecommerce
SEO in 2012
@tomcritchlow
www.distilled.net
A Digital Shift
How To Deliver
  Documents
Content Curators Hold All The Power
Fuck Yeah Cowboy Boots is a real thing,
   and links to ecommerce websites
Gucci has 100s of pins (links) on
           pinterest
Etsy has over 9000
"If you want a
  preview of where
 we're headed with
  apparel go look at
the denim category,
 go look at women's
  jeans on Amazon.
   That'll give you a
little insight into our
         future."
http://www.excitingcommerce.com/2010/08/j
eff-bezos-on-amazons-fashion-strategy-.html
The Over-optimization Penalty




https://seogadget.co.uk/
beware-of-the-google-
over-optimization-
update/
Dive Head First Into G+. Now.
http://www.getelastic.com/why-google-matters-to-ecommerce-9-things-you-should-do-about-it/
Case Study: H&M
http://www.smartinsights.com/search-engine-optimisation-seo/seo-strategy/google-plus-seo/
Technical SEO
How To Deliver
  Documents
Schema & Markup




http://googlewebmastercentral.blogspot.com/2012/04/updates-to-rich-snippets.html
http://www.seomoz.org/blog/schema-examples
XML Sitemaps




http://www.seomoz.org/blog/multiple-xml-sitemaps-increased-indexation-and-traffic
Clean XML Sitemaps



“   We have a very tight
    threshold on how clean your
    sitemap needs to be. […] We
    want only a couple of
    percentage points of error.
     https://seogadget.co.uk/check-your-xml-sitemap-errors/
This is Bamboo




http://www.flickr.com/photos/29820142@N08/2942847811/sizes/l/in/photostream/
Pandas Love Eating Bamboo




http://www.flickr.com/photos/pagedooley/5402340884/sizes/l/in/photostream//
Something about GWT errors




      Love GWT Always
Google Loves Speed




http://www.flickr.com/photos/kevenlaw/2895
171747/sizes/l/in/photostream/
http://www.slideshare.net/
jcolman/building-
enterprise-seo-traffic-and-
sales-etail-west-2012
Content &
How  Links
    To Deliver
  Documents
Q&A Content Is Essential




http://www.seomoz.org/blog/the-huge-
untapped-potential-of-qa-content-for-seo
Basic Content Still Works
Categories as Content




                  http://producten.hema.nl/
Products as Content




  http://wish.co.uk/zombie-boot-camp/
Guest Posting or Content Marketing?



 “      As more of our attention
        shifts online, its only natural
        that the mantle Oprah held
        for a quarter of a century
        shifts to a digital native
 http://www.forbes.com/sites/michaelellsberg/2012/01/11/the-tim-ferriss-effect/
How To Deserve To Rank




http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
Allow your
 content to be
 remixed and
 hacked. Turn
 products into
    linkbait

http://artistmarketplace.moleskine
.com/
made.com allows you to vote on product
       development & design
>100 pins of this product page
The Promise of Content
(PS this is why kickstarter works)
Gucci has 6 million facebook fans
Sofa.com Film Nights
Video
How To Deliver
  Documents
Zappos have over 50,000 product
     videos (and >185,000 video urls
                indexed)

http://blogs.zappos.com/fif
tythousand
Product Video Results
Higher Conversions                                Stay Longer


64% -85%                                          2min Longer
                                                  Average stay when engaged
More likely to purchase after                     with video
watching a product video                          Comscore 8/2010
Internet Retailer 4/2010 / Comscore 8/2010




Search Enhancement                                Offline Impact

53x Higher                                        6% increase
Likelihood of a front-page                        In in-store sales
                                                  Reckitt Benckiser, Nielsen, May 2010
Google result
Forrester, 1/2010




                                             This slide stolen with permission from TippingpointLabs.com
How Do I Get Video Results?




http://www.distilled.net/blog/video/getting-video-results-in-google/
How Do I Produce Videos?




http://www.slideshare.net/philnottingham/incorporating-video-into-your-link-building-strategy
slideshare.net/tomcritchlow/
Tom Critchlow
VP Operations NYC
www.distilled.net
tom.critchlow@distilled.net
@tomcritchlow

Fiercely curious. Passionate
  about learning. Email me!

More Related Content

What's hot

What's hot (19)

Easier and faster tagging with Kermit
Easier and faster tagging with KermitEasier and faster tagging with Kermit
Easier and faster tagging with Kermit
 
SearchLove Boston 2018 - Tom Anthony - Hacking Google: what you can learn fro...
SearchLove Boston 2018 - Tom Anthony - Hacking Google: what you can learn fro...SearchLove Boston 2018 - Tom Anthony - Hacking Google: what you can learn fro...
SearchLove Boston 2018 - Tom Anthony - Hacking Google: what you can learn fro...
 
Crawl Budget Conqueror - Take Control of Your Crawl Budget
Crawl Budget Conqueror - Take Control of Your Crawl BudgetCrawl Budget Conqueror - Take Control of Your Crawl Budget
Crawl Budget Conqueror - Take Control of Your Crawl Budget
 
SEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam AudetteSEO for Ecommerce - Adam Audette
SEO for Ecommerce - Adam Audette
 
Combatting Crawl Bloat & Pruning Your Content Effectively
Combatting Crawl Bloat & Pruning Your Content EffectivelyCombatting Crawl Bloat & Pruning Your Content Effectively
Combatting Crawl Bloat & Pruning Your Content Effectively
 
TFM - Using Google Tag Manager for ecom
TFM - Using Google Tag Manager for ecom TFM - Using Google Tag Manager for ecom
TFM - Using Google Tag Manager for ecom
 
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
 
ID2013 - Optimizing Your Website’s Architecture For SEO
ID2013 - Optimizing Your Website’s Architecture For SEOID2013 - Optimizing Your Website’s Architecture For SEO
ID2013 - Optimizing Your Website’s Architecture For SEO
 
SearchLove London | Dave Sottimano, 'Using Data to Win Arguments'
SearchLove London | Dave Sottimano, 'Using Data to Win Arguments' SearchLove London | Dave Sottimano, 'Using Data to Win Arguments'
SearchLove London | Dave Sottimano, 'Using Data to Win Arguments'
 
Link Building Strategies: 2013 Edition
Link Building Strategies: 2013 EditionLink Building Strategies: 2013 Edition
Link Building Strategies: 2013 Edition
 
Search London - The technical factors that every small or local business shou...
Search London - The technical factors that every small or local business shou...Search London - The technical factors that every small or local business shou...
Search London - The technical factors that every small or local business shou...
 
The State of the Web: Pagination and Infinite Scroll
The State of the Web: Pagination and Infinite ScrollThe State of the Web: Pagination and Infinite Scroll
The State of the Web: Pagination and Infinite Scroll
 
19 Lessons I learned from a year of SEO split testing
19 Lessons I learned from a year of SEO split testing19 Lessons I learned from a year of SEO split testing
19 Lessons I learned from a year of SEO split testing
 
SearchLove Boston 2018 - Bartosz Goralewicz - JavaScript: Looking Past the ...
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the ...SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the ...
SearchLove Boston 2018 - Bartosz Goralewicz - JavaScript: Looking Past the ...
 
TechSEO Boost 2018: You Have Structured Data, Now What?
TechSEO Boost 2018: You Have Structured Data, Now What?TechSEO Boost 2018: You Have Structured Data, Now What?
TechSEO Boost 2018: You Have Structured Data, Now What?
 
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We ...
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We ...SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We ...
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We ...
 
How to Kick Ass at Internal Linking
How to Kick Ass at Internal Linking How to Kick Ass at Internal Linking
How to Kick Ass at Internal Linking
 
Your eCommerce deserves more. | InOrbit 2020
Your eCommerce deserves more. | InOrbit 2020Your eCommerce deserves more. | InOrbit 2020
Your eCommerce deserves more. | InOrbit 2020
 
B2B SEO: Increase Traffic & Leads in 2020
B2B SEO: Increase Traffic & Leads in 2020B2B SEO: Increase Traffic & Leads in 2020
B2B SEO: Increase Traffic & Leads in 2020
 

Similar to Ecommerce SEO in 2012

10 tactics for linkbuilding in ecommerce by Tom Critchlow, Distilled
10 tactics for linkbuilding in ecommerce by Tom Critchlow, Distilled10 tactics for linkbuilding in ecommerce by Tom Critchlow, Distilled
10 tactics for linkbuilding in ecommerce by Tom Critchlow, Distilled
Distilled
 
Google Analytics & SEO Blogging. JCiEdinburgh - Ben Rogers - Attacat
Google Analytics & SEO Blogging. JCiEdinburgh - Ben Rogers - AttacatGoogle Analytics & SEO Blogging. JCiEdinburgh - Ben Rogers - Attacat
Google Analytics & SEO Blogging. JCiEdinburgh - Ben Rogers - Attacat
Attacat Internet Marketing
 
eCommerce SEO: SEOZONE Istanbul
eCommerce SEO: SEOZONE IstanbuleCommerce SEO: SEOZONE Istanbul
eCommerce SEO: SEOZONE Istanbul
Stephanie Chang
 
10 steps to effective seo & great ranking's
10 steps to effective seo & great ranking's10 steps to effective seo & great ranking's
10 steps to effective seo & great ranking's
T Byh
 
How to rank google documen sharing
How to rank google documen sharingHow to rank google documen sharing
How to rank google documen sharing
Ana Fraser
 
a4uexpo BT Live Theatre - Mobile and App SEO
a4uexpo BT Live Theatre - Mobile and App SEOa4uexpo BT Live Theatre - Mobile and App SEO
a4uexpo BT Live Theatre - Mobile and App SEO
auexpo Conference
 

Similar to Ecommerce SEO in 2012 (20)

10 tactics for linkbuilding in ecommerce by Tom Critchlow, Distilled
10 tactics for linkbuilding in ecommerce by Tom Critchlow, Distilled10 tactics for linkbuilding in ecommerce by Tom Critchlow, Distilled
10 tactics for linkbuilding in ecommerce by Tom Critchlow, Distilled
 
2011-11 Chennai Social Media Summit Keynote
2011-11 Chennai Social Media Summit Keynote2011-11 Chennai Social Media Summit Keynote
2011-11 Chennai Social Media Summit Keynote
 
The Conjunction of Search and Social Media Marketing by Gillian Muessig
The Conjunction of Search and Social Media Marketing by Gillian MuessigThe Conjunction of Search and Social Media Marketing by Gillian Muessig
The Conjunction of Search and Social Media Marketing by Gillian Muessig
 
Evolution of SEO - Mozcation Lima
Evolution of SEO - Mozcation LimaEvolution of SEO - Mozcation Lima
Evolution of SEO - Mozcation Lima
 
The Death & Rebirth of SEO
The Death & Rebirth of SEOThe Death & Rebirth of SEO
The Death & Rebirth of SEO
 
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 201110 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
 
SEO Ranking Factors
SEO Ranking FactorsSEO Ranking Factors
SEO Ranking Factors
 
Flavours of SEO
Flavours of SEOFlavours of SEO
Flavours of SEO
 
Advanced Landing Page Optimization - PubCon Las Vegas
Advanced Landing Page Optimization - PubCon Las VegasAdvanced Landing Page Optimization - PubCon Las Vegas
Advanced Landing Page Optimization - PubCon Las Vegas
 
Google Analytics & SEO Blogging. JCiEdinburgh - Ben Rogers - Attacat
Google Analytics & SEO Blogging. JCiEdinburgh - Ben Rogers - AttacatGoogle Analytics & SEO Blogging. JCiEdinburgh - Ben Rogers - Attacat
Google Analytics & SEO Blogging. JCiEdinburgh - Ben Rogers - Attacat
 
eCommerce SEO: SEOZONE Istanbul
eCommerce SEO: SEOZONE IstanbuleCommerce SEO: SEOZONE Istanbul
eCommerce SEO: SEOZONE Istanbul
 
10 steps to effective seo & great ranking's
10 steps to effective seo & great ranking's10 steps to effective seo & great ranking's
10 steps to effective seo & great ranking's
 
Whitepaper videoseolinked (1)
Whitepaper videoseolinked (1)Whitepaper videoseolinked (1)
Whitepaper videoseolinked (1)
 
Imi i18n sarah_r_26 apr2016 final
Imi i18n sarah_r_26 apr2016 finalImi i18n sarah_r_26 apr2016 final
Imi i18n sarah_r_26 apr2016 final
 
Rethinking SEO - Facts, Figures & Data
Rethinking SEO - Facts, Figures & DataRethinking SEO - Facts, Figures & Data
Rethinking SEO - Facts, Figures & Data
 
LV CTIA PPT (General)
LV CTIA PPT (General)LV CTIA PPT (General)
LV CTIA PPT (General)
 
How to rank google documen sharing
How to rank google documen sharingHow to rank google documen sharing
How to rank google documen sharing
 
a4uexpo BT Live Theatre - Mobile and App SEO
a4uexpo BT Live Theatre - Mobile and App SEOa4uexpo BT Live Theatre - Mobile and App SEO
a4uexpo BT Live Theatre - Mobile and App SEO
 
Experts Exchange - SEO Demystified Part 1
Experts Exchange - SEO Demystified Part 1Experts Exchange - SEO Demystified Part 1
Experts Exchange - SEO Demystified Part 1
 
Efficient Search Campaigns SAScon May 2012
Efficient Search Campaigns SAScon May 2012Efficient Search Campaigns SAScon May 2012
Efficient Search Campaigns SAScon May 2012
 

More from Tom Critchlow (6)

Decentralized Brands & The Future of Content Marketing
Decentralized Brands & The Future of Content MarketingDecentralized Brands & The Future of Content Marketing
Decentralized Brands & The Future of Content Marketing
 
What Brands & Publishers Can Learn From The Future Of Content
What Brands & Publishers Can Learn From The Future Of ContentWhat Brands & Publishers Can Learn From The Future Of Content
What Brands & Publishers Can Learn From The Future Of Content
 
The Modern Marketing Plan
The Modern Marketing PlanThe Modern Marketing Plan
The Modern Marketing Plan
 
SEO for large sites
SEO for large sitesSEO for large sites
SEO for large sites
 
Why I Do What I Do
Why I Do What I DoWhy I Do What I Do
Why I Do What I Do
 
SEO Hacks & Apps
SEO Hacks & AppsSEO Hacks & Apps
SEO Hacks & Apps
 

Recently uploaded

Recently uploaded (20)

A Business-Centric Approach to Design System Strategy
A Business-Centric Approach to Design System StrategyA Business-Centric Approach to Design System Strategy
A Business-Centric Approach to Design System Strategy
 
THE BEST IPTV in GERMANY for 2024: IPTVreel
THE BEST IPTV in  GERMANY for 2024: IPTVreelTHE BEST IPTV in  GERMANY for 2024: IPTVreel
THE BEST IPTV in GERMANY for 2024: IPTVreel
 
IESVE for Early Stage Design and Planning
IESVE for Early Stage Design and PlanningIESVE for Early Stage Design and Planning
IESVE for Early Stage Design and Planning
 
WSO2CONMay2024OpenSourceConferenceDebrief.pptx
WSO2CONMay2024OpenSourceConferenceDebrief.pptxWSO2CONMay2024OpenSourceConferenceDebrief.pptx
WSO2CONMay2024OpenSourceConferenceDebrief.pptx
 
Strategic AI Integration in Engineering Teams
Strategic AI Integration in Engineering TeamsStrategic AI Integration in Engineering Teams
Strategic AI Integration in Engineering Teams
 
Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)
Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)
Measures in SQL (a talk at SF Distributed Systems meetup, 2024-05-22)
 
What's New in Teams Calling, Meetings and Devices April 2024
What's New in Teams Calling, Meetings and Devices April 2024What's New in Teams Calling, Meetings and Devices April 2024
What's New in Teams Calling, Meetings and Devices April 2024
 
ECS 2024 Teams Premium - Pretty Secure
ECS 2024   Teams Premium - Pretty SecureECS 2024   Teams Premium - Pretty Secure
ECS 2024 Teams Premium - Pretty Secure
 
WebAssembly is Key to Better LLM Performance
WebAssembly is Key to Better LLM PerformanceWebAssembly is Key to Better LLM Performance
WebAssembly is Key to Better LLM Performance
 
SOQL 201 for Admins & Developers: Slice & Dice Your Org’s Data With Aggregate...
SOQL 201 for Admins & Developers: Slice & Dice Your Org’s Data With Aggregate...SOQL 201 for Admins & Developers: Slice & Dice Your Org’s Data With Aggregate...
SOQL 201 for Admins & Developers: Slice & Dice Your Org’s Data With Aggregate...
 
FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...
FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...
FDO for Camera, Sensor and Networking Device – Commercial Solutions from VinC...
 
Google I/O Extended 2024 Warsaw
Google I/O Extended 2024 WarsawGoogle I/O Extended 2024 Warsaw
Google I/O Extended 2024 Warsaw
 
How we scaled to 80K users by doing nothing!.pdf
How we scaled to 80K users by doing nothing!.pdfHow we scaled to 80K users by doing nothing!.pdf
How we scaled to 80K users by doing nothing!.pdf
 
Integrating Telephony Systems with Salesforce: Insights and Considerations, B...
Integrating Telephony Systems with Salesforce: Insights and Considerations, B...Integrating Telephony Systems with Salesforce: Insights and Considerations, B...
Integrating Telephony Systems with Salesforce: Insights and Considerations, B...
 
Connecting the Dots in Product Design at KAYAK
Connecting the Dots in Product Design at KAYAKConnecting the Dots in Product Design at KAYAK
Connecting the Dots in Product Design at KAYAK
 
AI revolution and Salesforce, Jiří Karpíšek
AI revolution and Salesforce, Jiří KarpíšekAI revolution and Salesforce, Jiří Karpíšek
AI revolution and Salesforce, Jiří Karpíšek
 
Where to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdfWhere to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdf
 
Demystifying gRPC in .Net by John Staveley
Demystifying gRPC in .Net by John StaveleyDemystifying gRPC in .Net by John Staveley
Demystifying gRPC in .Net by John Staveley
 
Salesforce Adoption – Metrics, Methods, and Motivation, Antone Kom
Salesforce Adoption – Metrics, Methods, and Motivation, Antone KomSalesforce Adoption – Metrics, Methods, and Motivation, Antone Kom
Salesforce Adoption – Metrics, Methods, and Motivation, Antone Kom
 
The Metaverse: Are We There Yet?
The  Metaverse:    Are   We  There  Yet?The  Metaverse:    Are   We  There  Yet?
The Metaverse: Are We There Yet?
 

Ecommerce SEO in 2012