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18th April 2012
5 Killer SEO Tactics for Ecommerce        iOnSearch
Stu Owens
   Head of Search, Bloom

   –   7 years in SEO & Digital
   –   Client side and agency side
   –   Ecommerce background
   –   International SEO

   sowens@bloomagency.co.uk
   @samuistu
   http://uk.linkedin.com/in/stuowens




Ecommerce SEO
1.   Page & Keyphrase Targeting
2.   Filling in the gaps
3.   Error Management
4.   Use your Data
5.   Connect with your Audience




5 Killer SEO Tactics for Ecommerce
What are your verticals worth?

  Category              Sub-category            Product

  High traffic, low      High traffic, medium   Low traffic, high
  conversion             conversion             conversion




1: Page & Keyphrase Targeting
Allow your products to be found, not searched for.




              ✔
 Images from Distilled
                                ✗
1: Page & Keyphrase Targeting
Brand – ‘Fufff’                                               Home Page




                                          Category 1                                   Category 2
   Head – ‘widgets’


                              Sub-Category       Sub Category          Sub Category           Sub Category
    Mid – ‘kitchen widgets’        1.0                1.1                   2.0                    2.1



   Long Tail – ‘Sony
                                Product                Product               Product                Product
   LP67THX Widget’’


1: Page & Keyphrase Targeting
1.   Identify what you have (brand, non-brand)
2.   Know what needs to be done
3.   Make it happen




2: Filling in the Gaps
3: Manage Page Attrition

• Look for Errors:
   – Screaming Frog SEO Spider
   – GWT
   – Xenu
• 404s, 302, 301s
• Error fixing is essential for
  site & link stability

3: Error Management
Out of Stock? Out of Luck!




                                                            Oh dear indeed!



•   Products gather links naturally.
•   Don’t lose out on links!
•   301 up to the category level – capture the link value
•   Alternatively, 302 if temporary.


3. Error Management
Your customer data can tell you more than just sales!




4: Use Your Data
• Data infographic!

   – Linkbait campaign
   – News / media links galore!




4: Use Your Data
• Find the conversation – and engage!
   – Finding influential people (twazzup, twitter)
   – Appeal to their vanity – create dialogue
   – Blogger badges – with links FTW!




5: Connect with your Audience
Stu Owens
   Head of Search, Bloom

   –   7 years in SEO & Digital
   –   Client side and agency side
   –   Ecommerce background
   –   International SEO

   sowens@bloomagency.co.uk
   @samuistu
   http://uk.linkedin.com/in/stuowens




Ecommerce SEO

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ionSearch Ecommerce SEO Presentation

  • 1. 18th April 2012 5 Killer SEO Tactics for Ecommerce iOnSearch
  • 2. Stu Owens Head of Search, Bloom – 7 years in SEO & Digital – Client side and agency side – Ecommerce background – International SEO sowens@bloomagency.co.uk @samuistu http://uk.linkedin.com/in/stuowens Ecommerce SEO
  • 3. 1. Page & Keyphrase Targeting 2. Filling in the gaps 3. Error Management 4. Use your Data 5. Connect with your Audience 5 Killer SEO Tactics for Ecommerce
  • 4. What are your verticals worth? Category Sub-category Product High traffic, low High traffic, medium Low traffic, high conversion conversion conversion 1: Page & Keyphrase Targeting
  • 5. Allow your products to be found, not searched for. ✔ Images from Distilled ✗ 1: Page & Keyphrase Targeting
  • 6. Brand – ‘Fufff’ Home Page Category 1 Category 2 Head – ‘widgets’ Sub-Category Sub Category Sub Category Sub Category Mid – ‘kitchen widgets’ 1.0 1.1 2.0 2.1 Long Tail – ‘Sony Product Product Product Product LP67THX Widget’’ 1: Page & Keyphrase Targeting
  • 7. 1. Identify what you have (brand, non-brand) 2. Know what needs to be done 3. Make it happen 2: Filling in the Gaps
  • 8. 3: Manage Page Attrition • Look for Errors: – Screaming Frog SEO Spider – GWT – Xenu • 404s, 302, 301s • Error fixing is essential for site & link stability 3: Error Management
  • 9. Out of Stock? Out of Luck! Oh dear indeed! • Products gather links naturally. • Don’t lose out on links! • 301 up to the category level – capture the link value • Alternatively, 302 if temporary. 3. Error Management
  • 10. Your customer data can tell you more than just sales! 4: Use Your Data
  • 11. • Data infographic! – Linkbait campaign – News / media links galore! 4: Use Your Data
  • 12. • Find the conversation – and engage! – Finding influential people (twazzup, twitter) – Appeal to their vanity – create dialogue – Blogger badges – with links FTW! 5: Connect with your Audience
  • 13. Stu Owens Head of Search, Bloom – 7 years in SEO & Digital – Client side and agency side – Ecommerce background – International SEO sowens@bloomagency.co.uk @samuistu http://uk.linkedin.com/in/stuowens Ecommerce SEO