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This presentation is a talk given by Brian Martin, director with e-Celtic at the Internet Retailing Summit on the 29th of September, 2011.
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ADVANCED SEO FOReCommerce
BRIAN MARTIN
Brian Martin | Advanced SEO
Welcome to
INTERNET RETAILING SUMMIT 2011
Overview
Valuing the power of online
SEO as a marketing channel
SEO vs. PPC
Ranking Factors
How to Rank and Improve organic traffic
Tips
Brian Martin | Advanced SEO
What does Traditional Retailing look like?
BRICKS & MORTAR
NEGATIVE: High Rent Restricted Opening Hours Labour Costs Defined Catchment Area Parking restrictions Fixed location
Summary: Certain amount of business guaranteed at higher cost, medium risk and limited opportunity
Q
Brian Martin | Advanced SEO
POSITIVE: Passing Trade Limited Competition Fixed location Limited consumer choice
What does Internet Retailing look like?
INTERNET RETAILING
NEGATIVE: Competition is high No guarantee of visitors
Summary: No business guaranteed, very competitive, low risk, low cost but huge potential
Q
Brian Martin | Advanced SEO
POSITIVE:
Location is flexible No Rent Open 24/7 Catchment area is Unlimited
Why do you need to invest in promoting your website?
Low cost channel: How much would you pay for a top salesperson working 24 hours a day to bring qualified leads and traffic?
75k per year if working on the minimum wage.
Measurable: Plethora of data to help make informed decisions
It’s where the Market is (and going…)
BUT It's not an overnight success and not a one time effort either
Q
Brian Martin | Advanced SEO
Registration of .IE DomainsF
Brian Martin | Advanced SEO
ACT
eCommerce EvolutionQ
Brian Martin | Advanced SEO
Paddy Power – 319 Retail OutletsF
Brian Martin | Advanced SEO
ACT
Online Profit = 1453 Retail Outlets F
Brian Martin | Advanced SEO
ACT
Build it and they will come?Q
Brian Martin | Advanced SEO
What is SEO?Q
Brian Martin | Advanced SEO
SEO as a ChannelF
Brian Martin | Advanced SEO
ACT
SEO vs. PPC
PPC wins over SEO every single time
If mon€y isn’t a thing!
Also organic results are earned
F
Brian Martin | Advanced SEO
ACT
SEO vs. PPCF
Brian Martin | Advanced SEO
ACT
Why SEO?
Building a bigger funnel
Increasing site rankings in search results and attracting qualified traffic
Same core principles of marketing apply with technical focus - Merchandising, PR, display advertising, sales
Trust in Google, 2nd most respected brand, buying intent in consumers
"You can't manage what you don't measure" -> Analytics
Q
Brian Martin | Advanced SEO
Ranking FactorsHow Google Works!F
Brian Martin | Advanced SEO
ACT
How do I Rank on Google?million dollar que$tion
A site that is well designed, optimised and promoted
Accessible site Targeted keywords present Hub of valued content Strong inbound links profile Social Media PR/community management Reputation Management - brand/site mentions Local optimisation
Q
Brian Martin | Advanced SEO
On-Site
URL structure: www.website.com/brand/product-name
Encourage UGC + product reviews
Use Internal site search queries to find out what users really want
Internal linking/logical site architecture
Tags correct
Compare competitor products - steal competitor search traffic
F
Brian Martin | Advanced SEO
ACT
Short Tail Versus Long TailF
Brian Martin | Advanced SEO
ACT
Content
Become an authority or a resource
Curator
Unique (Pitfalls of duplicate content)
Keyword research
Mix of brainstorming & statistical research
Good SEO is a rising tide that lifts all keywords
F
Brian Martin | Advanced SEO
ACT
LinkBaitF
Brian Martin | Advanced SEO
ACT
Creating LinkBait
Linkbait Content ideas: Interesting (e.g. infographics)
/funny/cause/instructional/interviews/survey/research/controversial
Money/Contests/Freebies/Awards
Finding link prospects: Tools for competitive link analysis & search commands
Linkerati (Twitter, LinkedIn, forums, Q&A sites)
PR mindset
F
Brian Martin | Advanced SEO
ACT
LinksF
Brian Martin | Advanced SEO
ACT
Off-Site (Links)
No such thing as a free link! (time=money)
Widgets - You control the content, difficult to find webmasters willing to
publish them
Competition/Giveaway - Easy win but cost
Blogger outreach (reviews/guest blog posts)
Press Release/Article Submissions (e.g. Wikipedia)
Social Media
Sponsorship
Forum/Blog interaction
F
Brian Martin | Advanced SEO
ACT
Evaluating Link Quality
Authority site
Editorial coverage
From trusted source
Low # quality outbound links
High # quality inbound links
Original relevant content
Plus 20+ other factors
F
Brian Martin | Advanced SEO
ACT
eCommerce SEO Challenges
Scale - Thousands of pages with many overlapping targeted keywords
Duplicate Content - More difficult to source 'natural links‘ Natural inbound links are hard to attract
Competing with the brand itself (sitelinks)
Differentiating your products
F
Brian Martin | Advanced SEO
ACT
Local Optimisation
Google Places owner verified registration
Categorised correctly
Citations from other online sources
Reviews & Ratings
Quality of website (PageRank, Inbound link profile,
Local area code phone number
Brian Martin | Advanced SEO
FACT
Rise of Social
Scale of social networks is well documented. Personalisation in SERPs
It's not about the pure quantity of followers/likes but engagement
Others outside of Twitter/Facebook: LinkedIn, Reddit, Quora, Yahoo Answers, Stumble Upon etc.
Implementing gamification if you develop community
Brian Martin | Advanced SEO
FACT
Tips!!
Legacy products - keep the page live + show alternative products
Video is 53 times more likely to appear in search result
Make sure your CMS is SEO friendly out of the box
QDF - Query Deserves Freshness
A blog is a must, be creative
Build brand authority with your links not just optimised anchors
Know your search commands
Remove personalisation when checking rank: &pws=0
Brian Martin | Advanced SEO
T
If you are going to think,
BiGBrian Martin | Advanced SEO
think
T
International SEO
Go global... why not?
Relative low cost of expanding online
UK is very competitive but other markets aren’t
Local links from ccTLD
Directory and resource sites
Google merchant centre
Brian Martin | Advanced SEO
T
Take note
Results and Output are hard to quantify at the outset
Goes against grain of 'controlled' traditional marketing mindset
SEO is not PPC - instant like a tap that can be turned on and off
The best way to get traffic? To deserve it.
Think long term and holistically
Brian Martin | Advanced SEO
T
Internet Retailing Offer
Full search audit analysis report
Action plan for Christmas campaign
Visit our stand for a special offer
Follow us on Twitter @ecelticseo | brian@eceltic.ie
Brian Martin | Advanced SEO
T
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