This document outlines 5 SEO tactics for ecommerce websites: 1. Target specific pages and keyphrases to allow products to be found organically rather than through general searches. 2. Fill in any gaps in content or internal linking to fully optimize the site structure. 3. Manage page errors through monitoring tools and fixing issues like 404s, 302s and 301s to maintain site stability and pass link value. 4. Leverage customer data beyond just sales information to create engaging content for link building and outreach. 5. Connect with relevant audiences on social media and blogs to start conversations and build influential backlinks.

1. ionSearch 2012
Stu Owens
Bloom Agency

2. 18th April 2012
5 Killer SEO Tactics for Ecommerce iOnSearch

3. Stu Owens
Head of Search, Bloom
– 7 years in SEO & Digital
– Client side and agency side
– Ecommerce background
– International SEO
@samuistu
sowens@bloomagency.co.uk
Ecommerce SEO

4. 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

5. 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

6. Allow your products to be found, not searched for.
✔
✗
Images from Distilled
1: Page & Keyphrase Targeting

7. Brand – ‘Fufff’
Home Page
Head – ‘widgets’ Category 1 Category 2
Sub- Sub Sub Sub
Mid – ‘kitchen widgets’ Category 1.0 Category 1.1 Category 2.0 Category 2.1
Product Product Product Product
Long Tail – ‘Sony
LP67THX Widget’’
1: Page & Keyphrase Targeting

8. 1. Identify what you have (brand, non-brand)
2. Know what needs to be done
3. Make it happen
2: Filling in the Gaps

9. 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

10. 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

11. Your customer data can tell you more than just sales!
4: Use Your Data

12. • Data infographic!
– Linkbait campaign
– News / media links galore!
4: Use Your Data

13. • 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

14. 18th April 2012
5 Killer SEO Tactics for Ecommerce iOnSearch