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ionSearch 2012
Stu Owens
Bloom Agency
5 Killer SEO Tactics for Ecommerce 18th April 2012
iOnSearch
Ecommerce SEO
Stu Owens
Head of Search, Bloom
– 7 years in SEO & Digital
– Client side and agency side
– Ecommerce background
– International SEO
@samuistu
5 Killer SEO Tactics for Ecommerce
1. Page & Keyphrase Targeting
2. Filling in the gaps
3. Error Management
4. Use your Data
5. Connect with your Audience
1: Page & Keyphrase Targeting
What are your verticals worth?
Category Sub-category Product
High traffic, low conversion
High traffic, medium conversion
Low traffic, high conversion
1: Page & Keyphrase Targeting
Allow your products to be found, not searched for.
✔
✗ Images from Distilled
1: Page & Keyphrase Targeting
Home Page
Category 1
Sub-Category 1.0
Product
Sub Category 1.1
Product
Category 2
Sub Category 2.0
Product
Sub Category 2.1
Product
Brand – ‘Fufff’
Head – ‘widgets’
Long Tail – ‘Sony LP67THX Widget’’
Mid – ‘kitchen widgets’
2: Filling in the Gaps
1. Identify what you have (brand, non-brand)
2. Know what needs to be done
3. Make it happen
3: Error Management
3: Manage Page Attrition
• Look for Errors:
– Screaming Frog SEO Spider
– GWT
– Xenu
• 404s, 302, 301s
• Error fixing is essential for
site & link stability
3. Error Management
Out of Stock? Out of Luck!
• Products gather links naturally.
• Don’t lose out on links!
• 301 up to the category level – capture the link value
• Alternatively, 302 if temporary.
Oh dear indeed!
4: Use Your Data
Your customer data can tell you more than just sales!
4: Use Your Data
• Data infographic!
– Linkbait campaign
– News / media links galore!
5: Connect with your Audience
• Find the conversation – and engage!
– Finding influential people (twazzup, twitter)
– Appeal to their vanity – create dialogue
– Blogger badges – with links FTW!
5 Killer SEO Tactics for Ecommerce 18th April 2012
iOnSearch
