the fastest way to improve your user experience & seo one hydra
TRANSCRIPT
OneHydra
Warren CowanCEO & Founder, OneHydra
@onehydra
The fastest way to improve your
user experience & SEO
OneHydra
Warren CowanCEO & founder
• Doing enterprise SEO for 15 years.
• Founder of Greenlight, UK’s no1 Digital agency and Search firm.
• Expertise in search, ecommerce and web technology.
• Orchestrated over 100 global search projects.
We believe websites and campaigns can
and should optimize themselves to reach
every searching customer.
We want marketers to be able respond to
reach every searching prospect, in the most
optimal, timely, relevant and cost effective
way,
…and without being limited or burdened by
the scale of the task, or the complexity of
their business and technology, or limited
resources.
A platform that can strategise & automate the onsite
SEO process.
From delivering insights,
through to actionable recommendations,
All the way through to real time delivery of those
changes and actions on site,
via an integrations with major ecommerce platforms
The OneHydra platform
Today we serve our sister agency but also leading retailers and brands like
these who use our technology to improve their ability to deliver great SEO.
We use big data and the power of
the cloud… to automate the SEO
process and create SEO revenue!
Not SEO recommendations!
And then you need to
give them to IT…
…and of course they’ll just
drop everything to work on
your problem.
100k
70%
80%
State of SEO in retail,
survey.
Polling 200 ecommerce executives
and digital marketers.
Download at www.onehydra.com
Don’t have the technical resources or bandwidth to implement changes.
of spec’d SEO changes weren’t met in the last 12 months.
The majority of retailers spending on average, against SEO services.
Most ecommerce websites miss out on
almost half of the searching audience!
This happens because they either misname their categories, or miss them out
completely
• Businesses in general tend to approach the web with a preconceived paradigm based on their
existing business operation
• Door to Aisle
• Lots of products limited space
• Visually merchandised
• Department/category led
Your taxonomy is key.
Your structure & its naming convention and will
dictate what your site ranks for!
The sites that are the most visible in search,
have taxonomies that are not just broad, or
even spiderable….but are aligned with the
users language.
To capture these opportunities we need to
move beyond hard data & arbitrary
structures that don’t change,
and pre-empt what user will search for, week
to week, and month to month.
Once you understand the complete
picture of the language your users
search with…you can start to organise it!
High Heels, 2000
Heel strap, 1200
Heeled sandals, 450
Sandals, 7000Gladiator sandals, 2000
Strappy sandal, 400
Black sandals, 1500
High heeled sandals, 100
Sandal heel, 900
Sandals with heels, 400
High heel sandal, 200
High Heels, 2000
Heel strap, 1200
Heeled sandals, 450
Sandals, 7000Gladiator sandals, 2000
Strappy sandal, 400
Black sandals, 1500
High heeled sandals, 100
Sandal heel, 900
Sandals with heels, 400
High heel sandal, 200
High Heels, 2000
Heel strap, 1200
Heeled sandals, 450
Sandals, 7000Gladiator sandals, 2000
Strappy sandal, 400
Black sandals, 1500
High heeled sandals, 100
Sandal heel, 900
Sandals with heels, 400
High heel sandal, 200
Heeled sandals, 450
High heeled sandals, 100
Sandal heel, 900
Sandals with heels, 400
High heel sandal, 200
[high heeled sandals] 2,050
…and in demand sub
categories begin to
appear.
Heeled sandals, 450
High heeled sandals, 100
Sandal heel, 900
Sandals with heels, 400
High heel sandal, 200
2,050
“Do we have product in these groups?”
“Do we actually group these products as part of the ‘navigable’ experience that we deliver to users and
thus search engines?”
Heeled sandals, 450
High heeled sandals, 100
Sandal heel, 900
Sandals with heels, 400
High heel sandal, 200
2,050
On average…for every
category and sub category you
can define, user generated
data reveals 5-10 more.
Because high heeled sandals are only popular for so long.
• On top of the data• Making the pages • Changing the site• Opportunism requires agility
General SEO rule
The higher up in the site that a page sits…the better its ability to rank for its desired keywords.
But you can’t put every page up to the main navigation.
Demand driven hierarchy
• Pages that can attract more traffic,
• and convert better
• at higher price points,
• at the current point in time,
…and promote them up the hierarchy, so they can rank better.
Knee high boots
Gladiator Sandals
Demand varies at every level of the product and category mix throughout the year, and so there is greater or lesser value in ranking at
certain points
Womens Shoes
Boots
Sandals Gladiator
Knee high
But retail sites tend to be fairly rigid, linear and static in their
hierarchies, and typically so throughout any period.
Knee high boots
Gladiator Sandals
Demand varies at every level of the product and category mix throughout the year.
Using customer external search language (ie what they type into
Google) we can understand what they want…
Using customer external search language (ie what they type into
Google) we can understand what they want…
…and use that data to inform a pre-emptive approach to the
categories we create, and the way we design and layout our
online store.
Using customer external search language (ie what they type into
Google) we can understand what they want…
…and use that data to inform a pre-emptive approach to the
categories we create, and the way we design and layout our
online store.
When customers arrive in store, it’s easy for them to see how
they get to the products they want.
What do we think customers want in hard drives.
108k
4k
<1k
6k
<1k
1k
25k
7k
This is how we lay out our experience This is how many consumers this appeals to
But does
this
represent
what
consumers
actually
want?
153k
Using OneHydra to look at consumer intent around the
‘drives’ category, we can see there are some clear leading
lights that deserve to lead the organization in this category,
based on in market demand.
External drives make
up the bulk of
keyword searches
used in market, with
797 keywords
commonly used,
some 107k times a
month.
This mirrors maplin
internal search data
to similar proportion.
Based on this data,
the external drives
category is justifiable
headline category.
From here we can see its predominantly dictated by:
Size requirements:• As in capacity, and largely from 500gb - 2tb
• Certain brands, ie WD, Seagate and Samsung
• Discrete sub categories based around features like wireless, Mac
compatibility, ipad, USB, etc.
Is this the experience we give the
customer?
Onsite search results often show a lack of alignment with the category attributes, and user priorities.
A search for TV wall brackets, also shoes a lack of prioritised faceting.
4 strategies for SEO & UX success, that will grow organic search traffic, and grow your conversion rate across your channels.
1. Align your category structure with what users search for.2. Prioritise the products & categories that can make you the most
revenue.3. Align the in page navigational experience with what users expect to see.
OneHydra
Warren CowanCEO & Founder, OneHydra
@onehydra
The fastest way to improve your
user experience & SEO