My presentation for the Ecommerce SEO track for BrightonSEO on approaching PDP content strategy, maximising listings, and avoiding common mistakes. For more information, please contact the MediaCom eCom Practice.
3. Amazon Ads Partners
Nominees
About the eCom Practice at Essence MediaCom
3
European eCommerce
Awards Nominees
eCommerce Large
Agency of the Year
Nominees
35+ years
eCommerce
experience
38 out 40
FMCG Brands
experience
4. We work across a range of brands delivering eCommerce activity
4
7. Shoppers now search across commerce platforms
63%
Shoppers start their journey
on Amazon
48%
Shoppers start their journey
on Google
25%
Shoppers start their journey on
another marketplace
8. To reach shoppers, own the SERPs from Google to commerce platforms
From this… …to this
2 out of 3
of searches
are generic
9. What I mean by Commerce Platforms
Grocers
Amazon
Marketplaces
Specialist retailers
10. Being discoverable on search is key for ecommerce conversion…
40%
Grocery sales come from onsite
search
87%
Shoppers begin product searches
online
2-3X
Site searchers are more likely to
convert
19. Keywords are still important to
make PDPs findable on commerce
platforms
20. Use multiple sources to find the right keywords
PPC
Campaigns
Client
Content
Competitors
Keyword
Tools
• Keyword Surfer
• SERanking.com
• AnswerThePublic
• Keyword.io
21. Finding search volumes: Match the tools to the platform
Proxy Paid media campaigns
Filter keywords by
product category
Grocers
Specialist retailers Marketplaces
22. Researching search terms on Amazon
Different report location between Vendor and Seller Central
22
Reports
Analytics
Amazon Search Terms
Brands
Brand Analytics
Vendor Central Seller Central
33. Product Descriptions – what to include
Ingredients How to use
Size & quantity
Dimensions
Country of origin Manufacturer
Age rating/skill level
Dietary information
34. Product Descriptions – what not to include
<p> </p>
Broken HTML tags
Spelling mistakes Different languages Outdated promos
URLs to 404 pages