ebay seo strategy for 2015

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    29-Nov-2014

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Presentation I put together based on an SEO scorecard approach to high search volume keywords in ecommerce for the largest brands I could think of in Google search results. Fascinating stuff using publicly available data. After the big news about Overstock years ago for pushing the envelope, it was fascinating to see them doing so well, particularly in "furniture."

Transcript

  • 1. SEO Strategy for 2015 By Jeremy Goodrich
  • 2. Agenda This will be a good meeting if we: Align on current strengths and opportunities in ebay SEO. Understand best in class benchmarks. Share key strategic themes for 2015. Copyright 9/30/2014 2014 Jeremy Goodrich. Confidential. 2
  • 3. SEO KPIS, OPPORTUNITIES & STRENGTHS Copyright 9/30/2014 2014 Jeremy Goodrich. Confidential. 3
  • 4. On Site SEO KPIs for ebay ebay Load Speed On Page SEO Home page 6.003s B Category Page 2.461s C Item Detail Page 4.362s C Copyright 2014 Jeremy Goodrich. Confidential. 4 Best In Class Home page 1.564s A Category Page 3.631s A Item Detail Page 6.485s A Opportunity Home page High Low Category Page Low Medium Item Detail Page Medium High 9/30/2014
  • 5. Off Site SEO KPIs for ebay Inbound Links Social Metrics Pages Indexed Head Term Traffic ebay 486,986 7,652,376 49,700,000 92,905 Best In Class 1,690,877 34,748,968 63,700,000 3,588,500 Opportunity 1,203,891 27,096,592 14,000,000 14,520,800 Given that search engines place a lot of importance on external factors, such as inbound links and social signals, ebay is missing on a lot of search traffic from the highest volume, or Head, search terms in ecommerce. Copyright 2014 Jeremy Goodrich. Confidential. 5 9/30/2014
  • 6. SEO Opportunity for ebay Head term traffic of 14 million visitors per month in US. Overstock (25%) and Walmart (23%) have the highest share of head term traffic, with Amazon (4%) still receiving 4x ebay (1%). Annually, having the same visibility as Overstock would be worth an extra 49 million visitors per year. And an additional 5 million in branded search queries in follow up sessions. With a lower than average share of natural search, ebay pays a premium for new buyers. On a blended CPA, our marketing dollars are less efficient. Copyright 9/30/2014 2014 Jeremy Goodrich. Confidential. 6
  • 7. 2015 STRATEGIC THEMES Copyright 9/30/2014 2014 Jeremy Goodrich. Confidential. 7
  • 8. Build Expertise, Authority & Trust Expertise every page has a credible reason for being thats quickly communicated & understood. Authority links, social metrics and news organizations all reference the brand. Trust off site metrics are naturally occurring, relevant and growing faster than the category. EAT, is a framework for thinking about SEO going forward to be relevant for search engines today and into the future. Copyright 9/30/2014 2014 Jeremy Goodrich. Confidential. 8
  • 9. Create Scorecard for Pages By Type Priority Example URL Search Visibility Potential Grade Tracking SEO at the page type / template level is easier for dynamic, catalogue driven sites than managing at the Copyright 2014 Jeremy Goodrich. Confidential. 9 1 Keyword & URL targets to be identified (not ranked in top 200 for 51 of the 200 search terms) 5,733,300 2 http://www.ebay.com/sch/Womens-Clothing- /15724/i.html 4,571,700 3 http://www.ebay.com/rpp/sporting-goods/ 1,415,900 4 http://www.ebay.com/motors 1,387,400 5 http://www.ebay.com/bhp/chevrolet 474,000 9/30/2014 individual page level.
  • 10. Off Site Strategy Scorecard Category Inbound Links Social News Off site SEO metrics go hand in hand with social media, influencer & PR strategies as part of a holistic, integrated Copyright 2014 Jeremy Goodrich. Confidential. 10 Collectibles & Art Electronics Entertainment Fashion Home & Garden 9/30/2014 marketing strategy.
  • 11. THANK YOU FOR YOUR TIME Copyright 9/30/2014 2014 Jeremy Goodrich. Confidential. 11
  • 12. Appendix: Ecommerce Keywords Top 200 search term list used in calculating share of voice for the head terms in this presentation. Data from 9/21/2014 keyword search volume movies 2740000 cars 1220000 music 823000 shoes 550000 furniture 492000 furniture stores 301000 bunk beds 270000 bears 246000 books 246000 tablets 246000 tv 246000 art 201000 golf 165000 patio furniture 165000 bedroom furniture 148000 bedroom sets 148000 business 135000 exercise 135000 nail art 135000 beds 121000 cheap furniture 121000 modern furniture 121000 canon cameras 110000 car parts 110000 fashion 110000 outdoor furniture 110000 party supplies 110000 toys 110000 cameras 99000 computers 99000 audio books 90500 bedding 90500 trucks 90500 video games 90500 discount furniture 81000 accessories 74000 cell phones 74000 fitness 74000 health 74000 sofa 74000 contemporary furniture 66200 home furniture 66200 adirondack chairs 60500 beauty 60500 bed frames 60500 digital camera 60500 dining room sets 60500 home improvement 60500 office furniture 60500 photo 60500 platform bed 60500 tickets 60500 toddler bed 60500 kids furniture 54200 baby cribs 49500 bedroom ideas 49500 couches 49500 crafts 49500 entertainment 49500 free audio books 49500 sofas 49500 sporting goods 49500 trundle bed 49500 wall art 49500 furniture outlet 44400 antiques 40500 art deco 40500 art of shaving 40500 gift cards 40500 hobbies 40500 living room furniture 40500 motorcycles 40500 surveillance 40500 video camera 40500 online shopping sites 36200 art supplies 33100 dining room tables 33100 dslr camera 33100 electronics 33100 garden 33100 loft bed 33100 mens fashion 33100 sideshow collectibles 33100 cheap furniture stores 29600 couches for sale 29600 kids bedroom sets 29600 baby furniture 27100 canon powershot 27100 car accessories 27100 coin values 27100 coins 27100 dolls 27100 furniture store 27100 furniture warehouse 27100 patio sets 27100 patio umbrellas 27100 cheap bedroom sets 24200 shabby chic furniture 24200 arts and crafts 22200 audio 22200 bunk bed 22200 camera reviews 22200 gold coins 22200 home office furniture 22200 kitchen tables 22200 living room sets 22200 pet supplies 22200 porch swing 22200 toddler beds 22200 used car parts 22200 versace sunglasses 22200 wicker furniture 22200 bedroom set 19800 kids bedroom furniture 19800 online furniture stores 19800 affordable furniture 18100 baby stuff 18100 baby toys 18100 beds for sale 18100 bunk beds for kids 18100 industrial 18100 kids beds 18100 metal wall art 18100 musical instruments 18100 online clothing stores 18100 outdoor cushions 18100 slr camera 18100 sports memorabilia 18100 twin beds 18100 versace belt 18100 cheap beds 16200 cheap furniture online 16200 baby crib 14800 baby gifts 14800 bedding collections 14800 bedroom furniture sets 14800 dorm bedding 14800 model cars 14800 outdoor patio furniture 14800 party decorations 14800 patio furniture sale 14800 patio furniture sets 14800 silver coins 14800 versace shirts 14800 wwe action figures 14800 art prints 12100 best camera 12100 best digital camera 12100 cheap patio furniture 12100 diecast cars 12100 digital camera reviews 12100 digital cameras 12100 dining room furniture 12100 girls bedding 12100 home and garden 12100 kids desk 12100 kids table and chairs 12100 luxury bedding 12100 matchbox cars 12100 nursery furniture 12100 patio chairs 12100 patio cushions 12100 patio furniture covers 12100 twin xl bedding 12100 action figures 9900 black and white bedding 9900 buy silver 9900 dining sets 9900 kids bunk beds 9900 kids toys 9900 outdoor 9900 outdoor bar stools 9900 patio furniture clearance 9900 versace clothing 9900 versace shoes 9900 yard 9900 art games 8100 auto accessories 8100 bistro set 8100 cheap online shopping 8100 collectibles 8100 daybed bedding 8100 dvds 8100 e readers 8100 ebook reader 8100 framed art 8100 furniture for less 8100 furniture sale 8100 kids chairs 8100 king bedroom sets 8100 living room furniture sets 8100 metal art 8100 online stores 8100 outdoor bar 8100 outdoor furniture covers 8100 outdoor furniture sale 8100 patio dining sets 8100 rattan furniture 8100 shop online 8100 star wars action figures 8100 Copyright 9/30/2014 2014 Jeremy Goodrich. Confidential. 12
  • 13. References Click curve used in calculating traffic: Data from July Sept, 2014, based on sampling of over 3 million monthly searches. Position CTR (non branded) 1 34% 2 26% 3 23% 4 14% 5 8% 6 5% 7 11% 8 8% 9 4% 10 7% Copyright 2014 Jeremy Goodrich. Confidential. 13 9/30/2014
  • 14. Data Sources, Tools, Other SearchMetrics MajesticSEO Rank monitoring tool Webpagetest.org Copyright 9/30/2014 2014 Jeremy Goodrich. Confidential. 14