The document discusses strategies for improving search engine optimization through reviews, videos, and structured data. It recommends incentivizing customer reviews on and offsite, creating product demonstration videos, submitting a video sitemap to Google, and implementing HTML schema to provide structured product data to search engines. Additional tips include linking the uploader field in the video sitemap to Google Plus profiles and ensuring pricing accuracy in Google Shopping listings.

1. ionSearch 2012
John Hickling
Blueclaw

2. More than just first place
Making your search listings more appealing to click

3. Reviews, Reviews, Reviews
• Offsite reviews
o Get star ratings on your listings
o Monitor reviews and report the
inappropriate/malicious
o Reviewing you as a Retailer
• Onsite reviews
o Send follow up emails
o Encourage social sharing of reviews
o Reviewing the product
• Incentivise customers to leave reviews

4. Reviews
Result:

5. Product Videos
• Video recording now accessible to all
• What to cover
o Product Demonstration
o Product Review
o Unboxing
o Instructional Videos
• Show your passion

6. Video Sitemap
• XML Document submitted via Webmaster Tools
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:video="http://www.google.com/schemas/sitemap-video/1.1">
<url>
<loc>http://www.myonlineshop.com/my-super-awesome-product.html</loc>
<video:video>
<video:thumbnail_loc>http://www.myonlineshop.com/media/videos/super-awesome-product.jpg</video:thumbnail_loc>
<video:title>The Super Awesome Product 2012</video:title>
<video:description>We demonstrate the new super awesome product and how it betters last years super awesome product
</video:description>
<video:player_loc allow_embed="no">
http://www.myonlineshop.com/videoplayer.swf?video=superawesomeproduct</video:player_loc>
<video:duration>120</video:duration>
<video:uploader info="http://www.myonlineshop.com/users/johnboy">John Hickling</video:uploader>
</video:video>
</url>
</urlset>

7. Video Sitemap
Result:

8. Video Sitemap
Bonus points - link the uploader field to Google plus

9. HTML Schema
• Pass structured data to the search engines
regarding your product catalogue.
• Product data
o Name, Desription
o Price / Offers
o Manufacturer / Model
o Review Summary
• Search Results / Categories
o Number of Results
o Breadcumbs

10. HTML Schema
Result:

11. More About HTML Schema...
Jono Alderson
11:45 - 12:05
Main Auditorium

12. Google Shopping / Froogle / Merchant Centre / Google Content / Base
• Can drive up to 15% of sales
• Ensure prices and shipping costs are
accurate and up to date!
• Add tracking to URLs
• The more data you provide the better
o Especially EAN / UPC / MPN

13. Google Shopping / Froogle / Merchant Centre / Google Content / Base
Result: