SlideShare a Scribd company logo
@annstanley
@annstanley




How ecommerce websites
 should really use search!

    By Ann Stanley, July 2012
@annstanley

 Ecommerce landscape
                       On-site Sales

                                                    On-site sales
Sales from Search                                from other sources
    marketing
                                     (email, affiliates, display ads, social, mobile,
    (PPC, SEO,                                    shopping comparison,
 Merchant Centre)                                     voucher sites)


                     Conversion optimisation


                                                        Other
Shopping platforms                                  off-site sales
 & market places
                                          (Social, Mobile, drop shipping,
  (Amazon, eBay)                                  daily deals sites)



                       Off-site Sales
@annstanley


Searching for products

                    Display options

                    Organic or natural
                    results

                    Universal results –
                    maps, news,
                    shopping etc....
                    Ads - PPC
@annstanley
         Summary of different shopping
              results in Google
                                  Keywords =
                               Samsonite luggage




Organic shopping                                                      Map
    results         AdWords Products
                                          Product Listing ads   and Places listings
                      ad extension
(Merchant Centre)                                                (Google + Local)
@annstanley




Google Venice Update
@annstanley
@annstanley
@annstanley




Google Panda Update
@annstanley

      Panda Update from 2011 –
Optimise for the user, not search engines
• Making sure a site is optimised to provide
  a rich, relevant and rewarding
  experience for visitors is the best way to
  avoid Panda penalties, which means:
  – No duplicate content
  – All pages to have unique, relevant and useful
    content (even the 1000s of product pages on
    ecommerce sites!)
  – Good levels of interaction on site (low
    bounce rates, inbound links to „deep‟ pages,
    social mentions etc…)
@annstanley
@annstanley
@annstanley
@annstanley




Google Fresh Update
@annstanley
@annstanley




Google Penguin
Update
@annstanley




Penguin - designed to penalise search
spam!
• Keyword stuffing
• Link schemes – poor quality and
  unnatural links
• Cloaking, “sneaky” redirects or
  “doorway” pages
• Purposeful duplicate content
@annstanley




Importance of Social
@annstanley

   Google‟s SPY World
“Search, Plus Your World”
@annstanley
@annstanley

                  Key take-aways
• Many ways for your products to appear in the search results
   –   Organic results – do you appear above the fold?
   –   Shopping results (Merchant Centre) – free for how long?
   –   Local listings (Google Plus Local) – don‟t ignore Venice update
   –   Paid ads including Product Listing ads and new Dynamic Search ads
• Panda and Penguin may have affected your organic traffic:
   – Deal with duplicate content issues
   – Add unique content (category and product pages, user-generated
     content, multi-media content)
   – Use of blogs and social sharing – also the Fresh update
   – Avoid spam (keyword stuffing and dodgy links)
   – Site interaction, site speed and social signals now influence your
     search rankings
                     Ann Stanley
                ann@anicca-solutions.com
                www.anicca-solutions.com

More Related Content

More from Anicca Digital Ltd

21 good the bad and the ugly of ppc
21   good the bad and the ugly of ppc21   good the bad and the ugly of ppc
21 good the bad and the ugly of ppc
Anicca Digital Ltd
 
How companies should really use search
How companies should really use searchHow companies should really use search
How companies should really use search
Anicca Digital Ltd
 
B2B Search Marketing Tips
B2B Search Marketing TipsB2B Search Marketing Tips
B2B Search Marketing Tips
Anicca Digital Ltd
 
Ecommerce optimisation to avoid Google Panda and Penguin penalties and improv...
Ecommerce optimisation to avoid Google Panda and Penguin penalties and improv...Ecommerce optimisation to avoid Google Panda and Penguin penalties and improv...
Ecommerce optimisation to avoid Google Panda and Penguin penalties and improv...
Anicca Digital Ltd
 
Pay Per Click - Product extensions and product listings ads
Pay Per Click - Product extensions and product listings adsPay Per Click - Product extensions and product listings ads
Pay Per Click - Product extensions and product listings ads
Anicca Digital Ltd
 
An Integrated Approach To Driving More Traffic To Your Website
An Integrated Approach To Driving More Traffic To Your WebsiteAn Integrated Approach To Driving More Traffic To Your Website
An Integrated Approach To Driving More Traffic To Your Website
Anicca Digital Ltd
 
How To Drive More Traffic To Your Website
How To Drive More Traffic To Your WebsiteHow To Drive More Traffic To Your Website
How To Drive More Traffic To Your Website
Anicca Digital Ltd
 
TFMA An Integrated Approach to Driving More Traffic and Sales to Your Ecommer...
TFMA An Integrated Approach to Driving More Traffic and Sales to Your Ecommer...TFMA An Integrated Approach to Driving More Traffic and Sales to Your Ecommer...
TFMA An Integrated Approach to Driving More Traffic and Sales to Your Ecommer...
Anicca Digital Ltd
 

More from Anicca Digital Ltd (8)

21 good the bad and the ugly of ppc
21   good the bad and the ugly of ppc21   good the bad and the ugly of ppc
21 good the bad and the ugly of ppc
 
How companies should really use search
How companies should really use searchHow companies should really use search
How companies should really use search
 
B2B Search Marketing Tips
B2B Search Marketing TipsB2B Search Marketing Tips
B2B Search Marketing Tips
 
Ecommerce optimisation to avoid Google Panda and Penguin penalties and improv...
Ecommerce optimisation to avoid Google Panda and Penguin penalties and improv...Ecommerce optimisation to avoid Google Panda and Penguin penalties and improv...
Ecommerce optimisation to avoid Google Panda and Penguin penalties and improv...
 
Pay Per Click - Product extensions and product listings ads
Pay Per Click - Product extensions and product listings adsPay Per Click - Product extensions and product listings ads
Pay Per Click - Product extensions and product listings ads
 
An Integrated Approach To Driving More Traffic To Your Website
An Integrated Approach To Driving More Traffic To Your WebsiteAn Integrated Approach To Driving More Traffic To Your Website
An Integrated Approach To Driving More Traffic To Your Website
 
How To Drive More Traffic To Your Website
How To Drive More Traffic To Your WebsiteHow To Drive More Traffic To Your Website
How To Drive More Traffic To Your Website
 
TFMA An Integrated Approach to Driving More Traffic and Sales to Your Ecommer...
TFMA An Integrated Approach to Driving More Traffic and Sales to Your Ecommer...TFMA An Integrated Approach to Driving More Traffic and Sales to Your Ecommer...
TFMA An Integrated Approach to Driving More Traffic and Sales to Your Ecommer...
 

Recently uploaded

Cover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SUCover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SU
msthrill
 
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel ChartSatta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
Call8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessingCall8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessing
➑➌➋➑➒➎➑➑➊➍
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Pitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deckPitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deck
HajeJanKamps
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
Arijit Dutta
 
IMG_20240615_091110.pdf dpboss guessing
IMG_20240615_091110.pdf dpboss  guessingIMG_20240615_091110.pdf dpboss  guessing
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdfRegistered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
dazzjoker
 
Profiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdfProfiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdf
TTop Threads
 
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
APCO
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
my Pandit
 
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineEllen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
CIOWomenMagazine
 
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
DearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUniDearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUni
katiejasper96
 
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
Kirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip GEM Royalty TNR Gold Lithium PresentationKirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip
 
2022 Vintage Roman Numerals Men Rings
2022 Vintage Roman  Numerals  Men  Rings2022 Vintage Roman  Numerals  Men  Rings
2022 Vintage Roman Numerals Men Rings
aragme
 
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
concepsionchomo153
 
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
Lacey Max
 

Recently uploaded (20)

Cover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SUCover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SU
 
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel ChartSatta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
 
Call8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessingCall8328958814 satta matka Kalyan result satta guessing
Call8328958814 satta matka Kalyan result satta guessing
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Pitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deckPitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deck
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
 
IMG_20240615_091110.pdf dpboss guessing
IMG_20240615_091110.pdf dpboss  guessingIMG_20240615_091110.pdf dpboss  guessing
IMG_20240615_091110.pdf dpboss guessing
 
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdfRegistered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
 
Profiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdfProfiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdf
 
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
 
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
 
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineEllen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
 
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
 
DearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUniDearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUni
 
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
 
Kirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip GEM Royalty TNR Gold Lithium PresentationKirill Klip GEM Royalty TNR Gold Lithium Presentation
Kirill Klip GEM Royalty TNR Gold Lithium Presentation
 
2022 Vintage Roman Numerals Men Rings
2022 Vintage Roman  Numerals  Men  Rings2022 Vintage Roman  Numerals  Men  Rings
2022 Vintage Roman Numerals Men Rings
 
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
 
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
 

How Ecommerce Sites Should Really Use Search

  • 2. @annstanley How ecommerce websites should really use search! By Ann Stanley, July 2012
  • 3. @annstanley Ecommerce landscape On-site Sales On-site sales Sales from Search from other sources marketing (email, affiliates, display ads, social, mobile, (PPC, SEO, shopping comparison, Merchant Centre) voucher sites) Conversion optimisation Other Shopping platforms off-site sales & market places (Social, Mobile, drop shipping, (Amazon, eBay) daily deals sites) Off-site Sales
  • 4. @annstanley Searching for products Display options Organic or natural results Universal results – maps, news, shopping etc.... Ads - PPC
  • 5. @annstanley Summary of different shopping results in Google Keywords = Samsonite luggage Organic shopping Map results AdWords Products Product Listing ads and Places listings ad extension (Merchant Centre) (Google + Local)
  • 10. @annstanley Panda Update from 2011 – Optimise for the user, not search engines • Making sure a site is optimised to provide a rich, relevant and rewarding experience for visitors is the best way to avoid Panda penalties, which means: – No duplicate content – All pages to have unique, relevant and useful content (even the 1000s of product pages on ecommerce sites!) – Good levels of interaction on site (low bounce rates, inbound links to „deep‟ pages, social mentions etc…)
  • 17. @annstanley Penguin - designed to penalise search spam! • Keyword stuffing • Link schemes – poor quality and unnatural links • Cloaking, “sneaky” redirects or “doorway” pages • Purposeful duplicate content
  • 19. @annstanley Google‟s SPY World “Search, Plus Your World”
  • 21. @annstanley Key take-aways • Many ways for your products to appear in the search results – Organic results – do you appear above the fold? – Shopping results (Merchant Centre) – free for how long? – Local listings (Google Plus Local) – don‟t ignore Venice update – Paid ads including Product Listing ads and new Dynamic Search ads • Panda and Penguin may have affected your organic traffic: – Deal with duplicate content issues – Add unique content (category and product pages, user-generated content, multi-media content) – Use of blogs and social sharing – also the Fresh update – Avoid spam (keyword stuffing and dodgy links) – Site interaction, site speed and social signals now influence your search rankings Ann Stanley ann@anicca-solutions.com www.anicca-solutions.com