Advanced SEO for eCommerce | eCelticSEO | Internet Retailing Summit Presentation | Chartered Accountants House

ADVANCED SEO FOR
eCommerce

BRIAN MARTIN
INTERNET RETAILING SUMMIT 2011

Brian Martin | Advanced SEO

Overview

 Valuing the power of online

 SEO as a marketing channel

 SEO vs. PPC

 Ranking Factors

 How to Rank and Improve organic traffic

 Tips


Q What does Traditional
Retailing look like?

BRICKS & MORTAR

NEGATIVE: POSITIVE:

 High Rent  Passing Trade
 Restricted Opening Hours  Limited Competition
 Labour Costs  Fixed location
 Defined Catchment Area  Limited consumer choice
 Parking restrictions
 Fixed location

Summary:
Certain amount of business guaranteed at higher cost, medium risk and
limited opportunity


Q What does Internet
Retailing look like?

INTERNET RETAILING

NEGATIVE: POSITIVE:

 Competition is high  Location is flexible
 No guarantee of visitors  No Rent
 Open 24/7
 Catchment area is Unlimited

Summary:
No business guaranteed, very competitive, low risk, low cost but huge
potential


Q 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


F
ACT
Registration of .IE Domains


Q eCommerce Evolution


F
ACT
Paddy Power – 319 Retail Outlets


F
ACT
Online Profit = 1453 Retail Outlets


Q Build it and they will come?


Q What is SEO?


F
ACT
SEO as a Channel


F
ACT
SEO vs. PPC

PPC wins over SEO every single time

If mon€y isn’t a thing!
Also organic results are earned


F
ACT
SEO vs. PPC


Q 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


F
ACT
Ranking Factors
How Google Works!


Q 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


F ACT
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
ACT
Short Tail Versus Long Tail


F 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
ACT
LinkBait


F 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
ACT
Links


F 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 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 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 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


F ACT
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


T 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


T If you are going to think,

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


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


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


Advanced SEO for eCommerce | eCelticSEO | Internet Retailing Summit Presentation | Chartered Accountants House

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