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Advanced Site Architecture And Product Feed SEO You did what with whose thing?
Who Am I? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ask The Audience ,[object Object]
The ‘Affiliate Penalty’ ,[object Object],[object Object],[object Object],[object Object]
What currently works... Pay per click search ads Email from house lists Pop-ups, pop-unders Banner ads Contextual text ads Rich media ads Contextual targeting Affiliate marketing Behavioural targeting Search engine optimisation Emails to rented lists source: Marketing Sherpa & AdTech, January 2009  n.1,260 Poor ROI Good ROI
Your New Huge Site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
YOUR NEW HUGE SITE – IS IT GOUNG TO RANK WELL? ,[object Object],But don’t worry - Be Happy! You still have time to fix it  
 
Marketing Opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SEO & PPC ROI – PDQ!   source: Marketing Sherpa June 2008 n1,928 Good ROI Highly variable Very good ROI Organic Search (SEO) Paid Search (PPC) Difficult to gauge Poor ROI
Organic search dominates clicks source: Compete US Search Data June 2008 Which is why concentrating on Organic SEO produces the best ROI  All categories: Percentage split of all clicks from Google % 5.7% 94.3%
Did I read that right?!? % 5.7% 94.3%
Vertical Selection ,[object Object],[object Object],[object Object],[object Object]
Uniqueness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Uniqueness
Example ,[object Object],[object Object],[object Object],[object Object],[object Object]
madlib ,[object Object],[object Object],[object Object],[object Object],[object Object]
Search behaviour is dynamic source: Internet sample 10 million people Hitwise March 2009  3.43% 2.49% 4.65% 8.68% 14.89% 21.92% 23.65% 20.29% Number of words used 22% 12% 8% 6% 2% 0% -5% -3% YOY percentage change
Identify Traffic Possibilities
The Long Tail of Search ,[object Object],[object Object],[object Object],[object Object]
Keywords & Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Relevant Landing Pages (not SEO) ,[object Object],[object Object],Direct Visit or  No KW detected Children’s  Beds Search  “Princess Bed” Princess Children’s Beds PPC Click  w/param cmp=3&grp=2 Princess Children’s Beds
Relevant Landing Pages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Convert (or DIE) ,[object Object],[object Object],[object Object],[object Object]
Convert More ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Domains ,[object Object],[object Object],[object Object],[object Object]
Site Architecture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Site Architecture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some Top Criteria ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sitemaps ,[object Object],[object Object],[object Object],[object Object],[object Object]
Crawlable Architecture ,[object Object],[object Object],[object Object],[object Object],[object Object]
Discovery Architecture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Crawlable Architecture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
URLs – the Good, the Bad & the UGLY http://www.yummytastychocolate.com/sessionID/SLK/imgsrc/NMA10666/cat_id/SOMETHINGSTICKY/pid/HUFESBJ6U62HE3D3QOUDB99EUICR0ITSNOT42/product-Chocolate-Cream--Coffee-Liquor-YUM05.htm
Make Just One Search Engine Happy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
404 Pages Bad:   HTTP/1.0 200 Ok   (soft 404) Good:  HTTP/1.0 404 Not Found Google sez: “...soft 404s are confusing for users, and furthermore search engines may spend much of their time crawling and indexing non-existent, often duplicative URLs on your site. This can negatively impact your site's crawl coverage—because of the time Googlebot spends on non-existent pages, your unique URLs may not be discovered as quickly or visited as frequently.”
 
Link Building ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Internal Linking Issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Graph Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Content or Profile Links ,[object Object],[object Object],[object Object],[object Object]
SEO + Level of Competition Success is based on links as votes. High quality links come from being buzz-worthy. Buzz SEO is not easy, nor are there shortcuts.
Monitoring ,[object Object],[object Object],[object Object],[object Object]
 
 
Love Your Analytics SEO  cannot  work properly without analytics. - Choose 1 or two and learn them well - Track sales; returning customers; bounce rate ,[object Object],[object Object],- Be progressive and look for trends ,[object Object],[object Object]
Understand Visitors Better
 
Search engines are complicated. So is SEO. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is Successful SEO? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The less you have of this… The more you’ll need of this!
Checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You! [email_address] www.seshet.co.uk www.SEO-Chicks.com www.twitter.com/JudithLewis Feedback is important: www.a4uexpo.com/feedback

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Advanced Site Architecture And Product Feed SEO

  • 1. Advanced Site Architecture And Product Feed SEO You did what with whose thing?
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  • 5. What currently works... Pay per click search ads Email from house lists Pop-ups, pop-unders Banner ads Contextual text ads Rich media ads Contextual targeting Affiliate marketing Behavioural targeting Search engine optimisation Emails to rented lists source: Marketing Sherpa & AdTech, January 2009 n.1,260 Poor ROI Good ROI
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  • 10. SEO & PPC ROI – PDQ!  source: Marketing Sherpa June 2008 n1,928 Good ROI Highly variable Very good ROI Organic Search (SEO) Paid Search (PPC) Difficult to gauge Poor ROI
  • 11. Organic search dominates clicks source: Compete US Search Data June 2008 Which is why concentrating on Organic SEO produces the best ROI All categories: Percentage split of all clicks from Google % 5.7% 94.3%
  • 12. Did I read that right?!? % 5.7% 94.3%
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  • 18. Search behaviour is dynamic source: Internet sample 10 million people Hitwise March 2009 3.43% 2.49% 4.65% 8.68% 14.89% 21.92% 23.65% 20.29% Number of words used 22% 12% 8% 6% 2% 0% -5% -3% YOY percentage change
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  • 35. URLs – the Good, the Bad & the UGLY http://www.yummytastychocolate.com/sessionID/SLK/imgsrc/NMA10666/cat_id/SOMETHINGSTICKY/pid/HUFESBJ6U62HE3D3QOUDB99EUICR0ITSNOT42/product-Chocolate-Cream--Coffee-Liquor-YUM05.htm
  • 36.
  • 37. 404 Pages Bad: HTTP/1.0 200 Ok (soft 404) Good: HTTP/1.0 404 Not Found Google sez: “...soft 404s are confusing for users, and furthermore search engines may spend much of their time crawling and indexing non-existent, often duplicative URLs on your site. This can negatively impact your site's crawl coverage—because of the time Googlebot spends on non-existent pages, your unique URLs may not be discovered as quickly or visited as frequently.”
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  • 43. SEO + Level of Competition Success is based on links as votes. High quality links come from being buzz-worthy. Buzz SEO is not easy, nor are there shortcuts.
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  • 53. Thank You! [email_address] www.seshet.co.uk www.SEO-Chicks.com www.twitter.com/JudithLewis Feedback is important: www.a4uexpo.com/feedback