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Ecommerce SEO in 2012

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My slides from the talk I gave at SEMNE in Rocky Hill, CT in April 2012

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Ecommerce SEO in 2012

  1. 1. EcommerceSEO in 2012@tomcritchlowwww.distilled.net
  2. 2. A Digital ShiftHow To Deliver Documents
  3. 3. Content Curators Hold All The Power
  4. 4. Fuck Yeah Cowboy Boots is a real thing, and links to ecommerce websites
  5. 5. Gucci has 100s of pins (links) on pinterest
  6. 6. Etsy has over 9000
  7. 7. "If you want a preview of where were headed with apparel go look atthe denim category, go look at womens jeans on Amazon. Thatll give you alittle insight into our future."http://www.excitingcommerce.com/2010/08/jeff-bezos-on-amazons-fashion-strategy-.html
  8. 8. The Over-optimization Penaltyhttps://seogadget.co.uk/beware-of-the-google-over-optimization-update/
  9. 9. Dive Head First Into G+. Now.http://www.getelastic.com/why-google-matters-to-ecommerce-9-things-you-should-do-about-it/
  10. 10. Case Study: H&Mhttp://www.smartinsights.com/search-engine-optimisation-seo/seo-strategy/google-plus-seo/
  11. 11. Technical SEOHow To Deliver Documents
  12. 12. Schema & Markuphttp://googlewebmastercentral.blogspot.com/2012/04/updates-to-rich-snippets.htmlhttp://www.seomoz.org/blog/schema-examples
  13. 13. XML Sitemapshttp://www.seomoz.org/blog/multiple-xml-sitemaps-increased-indexation-and-traffic
  14. 14. 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/
  15. 15. This is Bamboohttp://www.flickr.com/photos/29820142@N08/2942847811/sizes/l/in/photostream/
  16. 16. Pandas Love Eating Bamboohttp://www.flickr.com/photos/pagedooley/5402340884/sizes/l/in/photostream//
  17. 17. Something about GWT errors Love GWT Always
  18. 18. Google Loves Speedhttp://www.flickr.com/photos/kevenlaw/2895171747/sizes/l/in/photostream/
  19. 19. http://www.slideshare.net/jcolman/building-enterprise-seo-traffic-and-sales-etail-west-2012
  20. 20. Content &How Links To Deliver Documents
  21. 21. Q&A Content Is Essentialhttp://www.seomoz.org/blog/the-huge-untapped-potential-of-qa-content-for-seo
  22. 22. Basic Content Still Works
  23. 23. Categories as Content http://producten.hema.nl/
  24. 24. Products as Content http://wish.co.uk/zombie-boot-camp/
  25. 25. 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/
  26. 26. How To Deserve To Rankhttp://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
  27. 27. Allow your content to be remixed and hacked. Turn products into linkbaithttp://artistmarketplace.moleskine.com/
  28. 28. made.com allows you to vote on product development & design
  29. 29. >100 pins of this product page
  30. 30. The Promise of Content
  31. 31. (PS this is why kickstarter works)
  32. 32. Gucci has 6 million facebook fans
  33. 33. Sofa.com Film Nights
  34. 34. VideoHow To Deliver Documents
  35. 35. Zappos have over 50,000 product videos (and >185,000 video urls indexed)http://blogs.zappos.com/fiftythousand
  36. 36. Product Video ResultsHigher Conversions Stay Longer64% -85% 2min Longer Average stay when engagedMore likely to purchase after with videowatching a product video Comscore 8/2010Internet Retailer 4/2010 / Comscore 8/2010Search Enhancement Offline Impact53x Higher 6% increaseLikelihood of a front-page In in-store sales Reckitt Benckiser, Nielsen, May 2010Google resultForrester, 1/2010 This slide stolen with permission from TippingpointLabs.com
  37. 37. How Do I Get Video Results?http://www.distilled.net/blog/video/getting-video-results-in-google/
  38. 38. How Do I Produce Videos?http://www.slideshare.net/philnottingham/incorporating-video-into-your-link-building-strategy
  39. 39. slideshare.net/tomcritchlow/
  40. 40. Tom CritchlowVP Operations NYCwww.distilled.nettom.critchlow@distilled.net@tomcritchlowFiercely curious. Passionate about learning. Email me!

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