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SEO Strategies for E-Commerce/Retail Websites

SEO Strategies for E-Commerce/Retail Websites. SEOmoz PRO Webinar, October 2010. Keyword Demand in E-Commerce. Tail > Head, But Hard to Research. Long Tail = Better Converting. http://www.seomad.com/SEOBlog/using-google-analytics-to-prove-the-seo-long-tail-theory.html.

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SEO Strategies for E-Commerce/Retail Websites

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  1. SEO Strategies for E-Commerce/Retail Websites SEOmoz PRO Webinar, October 2010

  2. Keyword Demand inE-Commerce

  3. Tail > Head, But Hard to Research

  4. Long Tail = Better Converting http://www.seomad.com/SEOBlog/using-google-analytics-to-prove-the-seo-long-tail-theory.html

  5. Avg # of KWs Sending Traffic www.kaushik.net/avinash/2009/04/googles-search-based-keyword-tool-monetize-long-tail-search.html

  6. Takeaway #1More Content/Page, Fewer Pages Barnes & Noble Amazon

  7. Takeaway #2Enable + Encourage UGC My Blog Post UGC (Comments)

  8. Takeaway #3Devote Effort to Editorial Content http://www.oyster.com/boston/hotels/the-copley-square-hotel/

  9. Product Categories & Organization

  10. More Nav Levels = Harder to Get Full Indexation http://www.seomoz.org/blog/diagrams-for-solving-crawl-priority-indexation-issues

  11. Many Cat/Subcat Pgs Don’t Get Indexed

  12. Internal Anchor Text Can Help (or Hurt) VS. http://spiderbites.nytimes.com/free_2010/articles_2010_10_00000.html

  13. Products in Multiple Categories Cause Problems The iPod Touch is findable in portable video, but “lives” in iPods

  14. Takeaway #1Minimize Clicks & Nav Levels Just 2 Clicks to Any Product! www.1800flowers.com/white-daisy-basket-90917

  15. Takeaway #2Build “Content-Rich” Category Pages http://animals.nationalgeographic.com/animals/conservation/

  16. Takeaway #3Optimize Internal Anchor Text Carefully Doesn’t Go Overboard w/ Anchor Txt Optimization http://www.oyster.com/hotels/theme/spring-break-party-hotels/

  17. Takeaway #4Use “Canonical” Categories + Multiple Category Listings for Best Results http://www.thinkgeek.com/geek-kids/7-13-years/bf1b/

  18. Solving Indexation

  19. Hard to Get Lots of Products Indexedwithout LOTS of Links

  20. Takeaway #1Product Feeds Can Help

  21. Takeaway #2Tweet New URLs from a “Real” Account

  22. Takeaway #3Use XML Sitemaps Strategically http://gsitecrawler.com/en/tour/1/

  23. Takeaway #4Be Careful Using Internal Nofollows http://www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow

  24. Duplicate Content

  25. On-Site Dup Content Hurts

  26. Cross-Domain Dup Content Stings

  27. Takeaway #1Use a Unique Product Titling Strategy

  28. Takeaway #2Rewrite the MSRD Wine.com writes editorial and licenses content from magazine reviews Snooth.com marries heavy editorial with user review “highlights” and tags

  29. Takeaway #3Outlink the Competition on Deep Pages

  30. Link Building

  31. License your content, product descriptions, reviews, images or other content with a link-back requirement • Make your links “absolute” so scrapers will link back to you when they copy your material • Affililate programs (many don’t link back, but often will use your images/content which then do provide followable links) • Zemanta – get your product/content in front of bloggers as they compose posts • Send feeds to shopping sites, feed engines and deal/discount sites • Build partnerships with relevant information/product sites Link Building for Specific Product Pgs

  32. Show/share interesting data about sales, interests, stats, etc. that news and reference sites will want to link to • Sponsor relevant events (online or off) from specific categories • Use public relations and press releases to promote new categories/offerings • Leverage HARO and other direct-press contact sites to help with distribution/awareness • Make embeddable content link back to product pages and category/subcategory pages where relevant Link Building to Cat/Subcat Pgs

  33. Provide donations or samples of products to charities, auctions, events, contests, etc. • Publish regular “deals” and “sales” that deal sites can pick up and syndicate (builds links to multiple pages regularly) • Claim social profiles and business profiles on any site that is relevant or at tipping point (e.g. LinkedIn, Manta, Crunchbase, etc.) • Conduct competitive research on indirect competitors and retailers with similar size, focus or geography • Get local links from business directories, chambers of commerce, local sponsorships, press, etc. General Link Building for E-Commerce

  34. Shopping Search SEO

  35. Shopping Biased to “Fat Head” and some “Chunky Middle” but little “Long Tail”

  36. Big Brands Often Dominate Results Primarily nationally known “brands” with few specialty/small shops

  37. Reviews: Quantity > Quality

  38. Location Influences Shopping Results “Nearby” stores get higher placement based on location

  39. Takeaway #1Don’t Waste Energy Unless it Matters

  40. Takeaway #2Feed Optimization Can Help http://searchengineland.com/how-to-optimize-feeds-to-maximize-your-exposure-in-shopping-engine-results-18505

  41. Takeaway #3Brand Building Can Win in the Long Run http://www.seobythesea.com/?p=1408

  42. Takeaway #4Start Local, then Grow Remember Risk? Take Australia then build out!

  43. Tracking SEO Value in Retail

  44. Branded Search Sends Most Value

  45. Buyers Search + Visit MANY Times http://www.kaushik.net/avinash/2009/02/paid-search-analytics-measuring-upper-funnel-keywords.html

  46. Takeaway #1First-Touch Attribution is Essential http://www.seomoz.org/blog/first-touch-tracking-in-google-analytics

  47. One Final Tip

  48. Takeaway XRich Snippets Rock http://www.google.com/support/webmasters/bin/answer.py?answer=99170

  49. Q+A Rand Fishkin, CEO & Co-Founder, SEOmoz • Twitter: @randfish • Blog: www.seomoz.org/blog • Email: rand@seomoz.org

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