This document discusses ecommerce SEO strategies in 2012. It provides tips on content curation, links, schema markup, XML sitemaps, and the importance of quality, engaging content including questions and answers, products, guest posts, and video. Video is highlighted as an important format that can drive higher conversions, on-site engagement, search rankings, and offline sales. The document also warns of the risk of over-optimization penalties from Google.

1. Ecommerce
SEO in 2012
@tomcritchlow
www.distilled.net

2. A Digital Shift
How To Deliver
Documents

3. Content Curators Hold All The Power

4. Fuck Yeah Cowboy Boots is a real thing,
and links to ecommerce websites

5. Gucci has 100s of pins (links) on
pinterest

6. Etsy has over 9000

7. "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

8. The Over-optimization Penalty
https://seogadget.co.uk/
beware-of-the-google-
over-optimization-
update/

9. Dive Head First Into G+. Now.
http://www.getelastic.com/why-google-matters-to-ecommerce-9-things-you-should-do-about-it/

10. Case Study: H&M
http://www.smartinsights.com/search-engine-optimisation-seo/seo-strategy/google-plus-seo/

11. Technical SEO
How To Deliver
Documents

12. Schema & Markup
http://googlewebmastercentral.blogspot.com/2012/04/updates-to-rich-snippets.html
http://www.seomoz.org/blog/schema-examples

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

14. 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/

15. This is Bamboo
http://www.flickr.com/photos/29820142@N08/2942847811/sizes/l/in/photostream/

16. Pandas Love Eating Bamboo
http://www.flickr.com/photos/pagedooley/5402340884/sizes/l/in/photostream//

17. Something about GWT errors
Love GWT Always

18. Google Loves Speed
http://www.flickr.com/photos/kevenlaw/2895
171747/sizes/l/in/photostream/

19. http://www.slideshare.net/
jcolman/building-
enterprise-seo-traffic-and-
sales-etail-west-2012

20. Content &
How Links
To Deliver
Documents

21. Q&A Content Is Essential
http://www.seomoz.org/blog/the-huge-
untapped-potential-of-qa-content-for-seo

22. Basic Content Still Works

23. Categories as Content
http://producten.hema.nl/

24. Products as Content
http://wish.co.uk/zombie-boot-camp/

25. 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/

26. How To Deserve To Rank
http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined

27. Allow your
content to be
remixed and
hacked. Turn
products into
linkbait
http://artistmarketplace.moleskine
.com/

28. made.com allows you to vote on product
development & design

29. >100 pins of this product page

30. The Promise of Content

31. (PS this is why kickstarter works)

32. Gucci has 6 million facebook fans

33. Sofa.com Film Nights

34. Video
How To Deliver
Documents

35. Zappos have over 50,000 product
videos (and >185,000 video urls
indexed)
http://blogs.zappos.com/fif
tythousand

36. 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

37. How Do I Get Video Results?
http://www.distilled.net/blog/video/getting-video-results-in-google/

38. How Do I Produce Videos?
http://www.slideshare.net/philnottingham/incorporating-video-into-your-link-building-strategy

40. slideshare.net/tomcritchlow/

41. Tom Critchlow
VP Operations NYC
www.distilled.net
tom.critchlow@distilled.net
@tomcritchlow
Fiercely curious. Passionate
about learning. Email me!