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My SEO for ecommerce websites presentation for Internet World Exhibition April 2010
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SEO For Ecommerce SitesBy Paul Spreadbury
SEO Manager Just Search Ltd
About Me
Who am I ? - Paul SpreadburyPosition – SEO ManagerCompany – Just Search Ltd
Expertise• Search Engine Optimisation• Pay Per Click• Ecommerce SEO• Website Architecture , link building
Experience• Main SEO Consultant for www.sportsdirect.com• Main SEO Consultant for Ultralase • Manage all On Page SEO work for JS UK and France
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Learning Objectives
Learning Objectives
Why have an ecommerce website Keyword Research for ecommerce sites Analysing competitors Site Taxonomy Internal link structure Common SEO ecommerce issues Further Ecommerce SEO Advice Link Building for ecommerce websites
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Why Have an Ecommerce Site?
Almost instant changes to Structure and Pricing
Marketing including promotions
Ability to sell your products online Level playing ground. Open 24hrs a day 7 days a week Eliminate costs , Secure online payments
UK Online ecommerce spending statistics
UK Spend Aug 2008 - £3.8 billion UK spend 2008 - £43.8 billion
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**Figures from IMRG**
Problems?
Too much choice.....
Which Platform should I use?
Each system has adv/disadvantages :
Support Access Duplication Search Engine Friendly URLs Hosting Taxonomy
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Planning
Plan the following
Keyword Research
Fundamental part of SEO Building Blocks of SEO Helps provides rankings
Review Competition
Look for larger sites What are they doing It works for them
Site Structure
Taxonomy of site Find long tail pages Internal linking
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Keyword Research
Keyword Research
Most fundamental part of any SEO campaign
Start with
Brainstorming - Discover top 10-20 terms Think – Customers think differently to you Survey your customers Ecommerce sites have hundreds of keywords
Use tools Take your time and research keywords
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Keyword Research Tools
Great keyword tools available
Google Adwords Keyword Tool (www.google.com/sktool) - Related terms, search volume - Shows competition, free
Wordtracker (www.wordtracker.com) - Paid tool, great for long tail keywords - Great for ecommerce websites
Keyword Discovery Tool (www.keyworddiscovery.com) - Paid tool, lots of data (36 billions searches +) - Looks at spelling mistakes, provides seasonal trends
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Create Keyword List
Export the data to Excel. You will have 3 types of keywords:
Competitive keywords Niche Keywords High Traffic less competitive keywords (important)
Filter keywords by:
Create separate keyword lists for different categories Remove really low search volume terms Be realistic Duplicates Use SEOMOZ Keyword difficulty tool Manually remove irrelevant terms http://www.seomoz.org/keyword-difficulty
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Competitor Analysis
Review Competitors
You should now have a list of keywords
Time to review your competitition Pick a selection of important keywords High traffic, low competition
Search term in Google
Home Page or inner page ranking? Review site architecture How many internal links does that page have How many external links does the page have Is the content optimised?
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What to Look For
Age of the domain Architecture of the site Content on the landing page Overall content on the site Internal/external Links (Yahoo Site Explorer) Document Structure (H1, H2 etc) Taxonomy
Discover Niche areas - High traffic - Low competition - Poor optimisation
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Site Taxonomy
Decide on Site Taxonomy
Review Site taxonomy
Review Traffic data Plan site structure around search terms Optimised pages don’t have to be bolted on Now map your keywords to pages
Search by Example Page
Size www.website.com/20inch-TV/
Brand www.website.com/LG-TVs/
Type www.website.com/lcd-tvs/
Type then Brand www.website.com/LG-lcd-tvs/
Size then Type www.website.com/20-25inch-lcd-tvs/
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Poor Site Taxonomy
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Map Keywords to Pages
Match keywords to pages in Excel
Review existing traffic data
Rules of thumb are:
5 terms on home page 2-3 terms on category pages 1 term on the product page(s) Think about taxonomy Think about relevancy Main keyword first
Page Keywords
www.website.com/sony-tvs/ Sony TV, Sony LCD TV, Sony Bravia
www.website.com/sharp-lcd-tvs/ Sharp TV, Sharp LCD TV, Sharp Aquos
www.website.com/sony-lcd-tvs/ Sony TV, Sony LCD TV,
www.website.com/20-25inch-lcd-tvs/
20-25inch LCD TV,
Keyword map example
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Internal Link Structure
Plan Your Internal Link Structure
More internal links = more strength
WEB PAGE(PR 1)
PR 0.2
PR 0.2
PR 0.2
PR 0.2
PR 0.2
PR1 from 5 PR0.2 links Important pages linked in template More links to important sub categories Clever site design passes strength right places
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Implement Dynamic category linking
Stops page flooding with links
Example: www.sportsdirect.com
Main template contains links to top level categories i.e. premier league teams Click on premier league teams Opens up secondary navigation Shows other league teams Stops the template being flooded with links Useable for customers and search engines <150 internal links
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Add more Internal links to the page
Link within main site template
Use main anchor text
Push more popular categories
More PR passed to the page
Sub Categories with High Traffic
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Example of Strong Internal Linking
Find it quick section on www.ideasbynet.com
Useful for customers and search engines Only keyword links High search volume keywords Provides each important page with more internal links
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Common Ecommerce SEO Issues
Duplication Due to site structure
Common Problems with ecommerce sites
Each Product can appears in different categories - TV can appear by size, type, brand in the sale etc Filtered results - Filter by size, colour, style etc. Paginated results - Paginated results over more than 1 page
Page Duplication Issue Issue
www.website.com/sony-tvs?colour=black Filtered by colourContent the same
www.website.com/sony-tvs?page=2 Page 2 of listings
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Resolving Duplication Issues
Duplicate products
- Flatten product URL - www.website.com/productname.html - Only 1 URL to link to - More relevant - Redirect duplicate pages to main page
Pagination and filter issues
- Noindex, follow these pages - Block pages in robots.txt (add a view all page)
Noindex tag<meta name=“robots”
content=“noindex, follow”>
Robots.txtDisallow: /?page=*Disallow:/?colour=*
Code Examples
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Duplicate Product Descriptions
Some products are very similar
How to Fix
Rewrite all the product descriptions Implement a review system - Internal - External - www.feefo.com (Improves conversion by 30%) - Needs a large site - Need to reply to negative feedback - They email your customers
http://www.feefo.com
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Example from Amazon.co.uk
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Further Ecommerce SEO Advice
Pushing New Products
To push new products
Create a blog about the new product Write some unique content Your blog post gets the credit Wait for product to be released Redirect blog to product page Product page gets a boost in the SERPs
Blog page
Blog pageProduct Page
301 redirect
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Using Multiple Sitemaps
Indexing Issues, Use multiple sitemaps
Look at number of pages indexed by type By Level of the site Helps diagnose issues
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Using Site Search
Discover your Internal search data
Great for ecommerce websites Need lots of traffic for actionable data
To enable site search simply do the following:
Login to Analytics Edit profile Select do track site search Enter query parameter On play.com it is ‘searchstring’
http://www.play.com/HOME/HOME/6-/Search.html?searchstring=shutter+island&searchtype=allproducts&searchsource=0
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Using Site Search
Site search enabled in Google Analytics
Review data and act on this
Change landing pages Bid on the niche keywords in PPC Add top searched products to main navigation Change content on the home page Look for searches that return 0 results Update product catalogue
Act early to beat your competitors
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Link Building ForEcommerce Websites
Reviewing your link portfolio
What types of links to build
High PR? more authoritive? trusted links?
Use Tools to analyse competitors link portfolio
Discover data trends Act on this invaluable data
Search term ‘32 inch LCD TV’
http://www.richersounds.com/products/home-cinema/lcd-and-plasma/lcd-tv http://www.directtvs.co.uk/32-39_Inch_LCD_TVs/prod.asp
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Go to http://www.opensiteexplorer.org enter URLs export data to ExcelAdd a count column to the end of each row
Create a pivot table from this data, pivot by:
Page Authority Count
Link Profiling
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1 4 7 10 13 16 19 22 25 28 32 36 40 45 48 51 55 59 62 66 73 830
5
10
15
20
25
Page Authority
http://www.richersounds.-com/products/home-cinema/lcd-and-plasma/lcd-tv
http://www.directtvs.co.uk/32-39_Inch_LCD_TVs/prod.asp
Reviewing your link portfolio
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Credit to Patrick Altoft from Branded 3
Other Metrics to review include:
Domain Authority MOZ Rank – Domain and Page Yahoo Links Moz Trust - Domain and Page Majestic SEO links Number of root domains Internal/External Linking pages
Discover where your page is lacking strength
http://www.seomoz.org/linkscape
Reviewing your link portfolio
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SIMPLES
Ecommerce Link Building Tips
Now know what types of links to build
Top heavy with external links Target links to inner pages, traffic order
Build from the following links
Press releases Review Products Use mini sites Forums – post about your new products Social Media, Videos Contacts
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Conclusion
Planning
Carefully plan keyword research Review your competitors Plan site taxonomy Keyword map inner pages
Technical
Plan your internal linking Add a review system Create flat product structure Solve filter and pagination issues
Link Building
Profile links against competitors - Build right type of links - Build appropriate amount of links Link build to inner pages
**Only a taster of what is required**
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Question / Debate
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Stand – E2100