Ecommerce
SEO in 2012
@tomcritchlow
www.distilled.net

A Digital Shift
How To Deliver
Documents

Content Curators Hold All The Power

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

Gucci has 100s of pins (links) on
pinterest

Etsy has over 9000

"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

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

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

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

Technical SEO
How To Deliver
Documents

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

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

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/

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

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

Something about GWT errors
Love GWT Always

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

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

Content &
How Links
To Deliver
Documents

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

Basic Content Still Works

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

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

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/

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

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

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

>100 pins of this product page

The Promise of Content

(PS this is why kickstarter works)

Gucci has 6 million facebook fans

Sofa.com Film Nights

Video
How To Deliver
Documents

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

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

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

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

slideshare.net/tomcritchlow/

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