advanced seo for ecommerce sites - patrick altoft at ecommerce expo 2013
DESCRIPTION
This presentation will cover how brands and ecommerce sites can position themselves to take advantage of future Google updates and deliver long term sustainable rankings.TRANSCRIPT
Advanced SEO for Ecommerce Sites
By Patrick Altoft, Director of Search
@patrickaltoft
The current
CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
Structure Quality
Ecommerce SEO challenges • Content strategy
• Adding value
• User generated content
• Return to search
• Design, usability and making users love you
• Link clean-up & penalties
• Link strategy
• Reporting ROI with 100% of your keyword data “not provided”
What Google wants “The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfil their information needs. ”
Matt Cutts
Our strategy therefore is to create a better search result for our clients than their competitors.
This can be split into two simple to understand factors:
• Creating more authority and being a better/more reputable company
• Making better landing pages, specifically your primary pages
Content Audit Document
•Typography
•Readability
•Spelling/grammar
•Shareability
•Keyword use
•Copyscape report on
stolen content
•Social media shares
Shareable Content
•Brainstorming
•Competitor Analysis
•Examples &
screenshots from
competitors
Informative Content
•Research Q&A on
Yahoo Answers,
Quora, Facebook,
•Search for questions
in Analytics data &
keyword tool data
•Gap Analysis of
current content
•Examples &
screenshots from
competitors etc
User Generated Content
•Reviews –
implementation,
incentivisation etc
•Q&A section or Q&A
on product pages etc
•Forums, blog
comments, guest
blog posts, in-depth
content reviews
•Examples &
screenshots from
competitors etc
Site Structure
•Where does content
need to go (blog or
Q&A etc)
•How should the
sections be
structured
•Design & UI
• Interlinking between
sections
•Examples &
screenshots from
competitors
Content Roadmap Document
•Monthly or weekly
content plan
•Special events &
calendar
•Blog calendar
•PR calendar
Content strategy framework
http://b3.io/TBXFpw
http://www.copyblogger.com/content-marketing/
Reviews If you don’t have a user review strategy – why not?
Questions & Answers Why wouldn’t you do this?
The Future (& present) of SEO
Return to Search You have a few seconds to get the visitor’s attention and persuade them that they have arrived at a site that will answer their query.
If they go back to Google, that’s a negative signal.
Manual Penalties
Penguin 2.0
Clean-up is Future-proofing
Doing real stuff Would you do this if it didn’t help with SEO?
When you release a new page or piece of content would your MD or PR department tweet about it? Would they tweet a link built by your SEO team?
If not then you probably shouldn’t be doing it.
SEO has to be integral to marketing.
Data Sources Not provided will be 100% soon, attribution modelling becomes largely useless
• Total organic visits to top landing pages
• Total search visits minus brand clicks from WMT data
• Estimated visits per keyword via rankings, CTR & search volumes
• Click share for product categories
Thank you!
Please email any questions to [email protected] or get in touch on Twitter: @patrickaltoft