Download - ivantage-screen pages e-commerce forum v2
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Search directions: best practice & strategy
Matt Trimmer Principal Consultant & Managing Director
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Agenda
Organic search SEO in a world of Google penalties
Paid search The amazing and increasing power of AdWords
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SEO is really hard!
On-page SEO is not easy With a changing/developing website
Off-page SEO - link building Now genuinely difficult
Spam free You have to be interesting
Have something to talk about You have to embrace social
Blogging to customer servicing via Twitter/Facebook Zendesk
Google Penalties
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Google penalties – understanding
Manual penalties by Google Staff “Manual Actions” Google policing or acting on a tip-off (spam report) Notified to you via Webmaster Tools account
100% are notified Automatic penalties (filters) by Panda, Top Heavy, Penguin,
Pirate, EMD “Algorithmic Actions” No notification
Use http://www.panguintool.com/
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Both result in
Suppression of your organic rankings Greatly reduced organic traffic
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Manual actions – 0.22% domains marked for removal
Source - Google – Inside Search http://www.google.com/insidesearch/howsearchworks/fighting-spam.html
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Manual action notifications via Webmaster Tools
Source - Google – Inside Search http://www.google.com/insidesearch/howsearchworks/fighting-spam.html
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Manual actions – the reasons?
On and Off-page
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Algorithmic actions – the reasons?
Normally on-page spam, but not always 25 Panda updates
Now part of standard algorithm 4 Penguin updates
April 24th, 2012 May 25th 2012 October 5th 2012 Sometime in 2013 according to Google
See SEOmoz http://www.seomoz.org/google-algorithm-
change
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The good news?
Actions are temporary If you take action with algorithmic actions
They will correct (If you correct the problem) If you don’t take action with algorithmic updates
They will expire (could be years) If you take action with manual updates
You can do a reconsideration request You must do a reconsideration request
If you don’t take action with manual actions They will expire (could be years)
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So what does this all mean?
Don’t spam on your site! Be really careful about who’s building your links
and how! Interflora
Use of Advertorials
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Interflora – link building gone wrong?
History of poor quality link building Blogger outreach for free products?
“Random acts of kindness” campaign http://wearesocial.net/blog/2013/03/interflora-story-
seo-turning-ugly/ Use of Advertorials?
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Interflora Advertorials
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Interflora Advertorials
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Interflora Advertorials
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Interflora Advertorials
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Google comment
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Safe, legitimate link building?
Core infrastructure and vertical directories But don’t waste time on others
Press releases News worthy, syndicated
Blogger outreach Content for bloggers to post about you theme
Manual outreach Identifying sites that would link
Link bait Something so worthy, people link back
Blendtec
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Link building and link acquisition
We think of link building as a series of steps each step increasing in difficulty, resources and
engagement with an appropriate return in ranking reward the 9 point link building plan
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The 9 point link building strategy
Harness your internal link structure Harness your political link structure Connect to the core Develop your profile Connect to your theme Make your news Interact with your theme Make the news Develop thought leadership
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Paid Search - AdWords
Fundamentals 103 changes in the last year A larger number are planned for this year!
Google is awesome at integrating products!
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You can target your audience in many ways
Keywords Relevant to product/service
Geographically You can target by countries, cities/states, metro
areas (e.g. Chelsea), or a radius around a location Through the wording of your adverts
If you are high end quality or bargain basement, say so in your ad to attract the right type of visitor
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Important features I don’t want to tell you about
Enhanced campaigns Context of device, time and location
Migration by July Offer extensions
10% off this weekend Seller ratings Call extensions Product listings
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Google Display Network (GDN)
Selecting relevant sites where your ads can appear
Display your ad using keywords and topics Choose where you want you ads to appear
the travel section of www.telegraph.co.uk
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GDN Remarketing (haunting)
Display ads to a visitor has previously visited site Remarketing lists
Visitors who abandoned the checkout process Visitors who viewed a specific product category
but did not purchase You can combine groups of people you target by
time frame Target visitors to your site in the last 12 month Exclude visitors to your site in the last 11
months Highlights an audience of people whose
annual health insurance is likely to be coming up for annual renewal
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GDN Remarketing with Google Analytics
Visitors who spent more than X seconds on the site
Shows a certain level of interest Visitors who viewed more than X pages on the
site Shows a certain level of interest
Visitors who purchased product X, up-sell product Y
If they purchase a dining table, up sell the matching sideboard
Visitors who purchased 3 months supply of product X
Target them 10 weeks later to remind them to re-order, for example 3 months supply of Wellman
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GDN - Dynamic Remarketing
Ads dynamically created to include images, descriptions and prices
of the actual products previously viewed by the visitor
This is Google’s response to Criteo
Currently only available to whitelisted clients
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GDN Remarketing in search
Remarket to searchers on Google Bid higher when customers search existing keywords Target broader more expensive keywords, only to
visitors who are on one of you remarketing lists
Currently only available to whitelisted clients
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Remarketing – the business case
How much of your revenue is from new vs. returning visitors?
What’s your E-commerce conversion rate for New and Returning visitors?
Returning visitors Will drive a % of sales Convert at higher conversion rate Have a higher AoV
Dashboard http://goo.gl/R3jtU
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ivantage E-commerce dashboard
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Conclusions
AdWords is very powerful Explore enhanced campaigns Explore remarketing
Get sophisticated with remarketing SEO
Get in control of your links Build a long term SEO strategy