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5
Specific Ways to Build
Your Enterprise SEO
Traffic and Sales
        Jonathon Colman
        Twitter @jcolman
        In-House SEO for REI
        www.REI.com
Building Enterprise eCommerce SEO Traffic and Sales
1.
CREATE ORIGINAL CONTENT




Photo © Sukisuki on Flickr. Source: flickr.com/photos/sukisuki/3293817448/
CREATE ORIGINAL CONTENT
FOCUS: Increase rankings and portfolio diversity
for traffic-driving keywords
• Original, relevant product information that
  adds value and solidifies your brand
• <title>s, <meta> descriptions, on-page copy
• Landing pages for categories, brands, and
  search results
• New value-added content your customers
  can use to enjoy the products you sell
Let’s look at a standard REI
                                                                           product page…

Source: Vibram FiveFingers Bikila Running Shoes at http://www.rei.com/product/798241/vibram-fivefingers-bikila-running-shoes-mens on www.REI.com
That’s nearly 250 words of
                                                                           branded, original, unique,
                                                                           relevant content – what
                                                                           search engines need!

Source: Vibram FiveFingers Bikila Running Shoes at http://www.rei.com/product/798241/vibram-fivefingers-bikila-running-shoes-mens on www.REI.com
This article on our site
                                                                          draws qualified traffic
                                                                          from over 1,800 individual
                                                                          keyphrases every week.

Source: How to Choose Barefoot / Minimalist Running Shoes at http://www.rei.com/expertadvice/articles/running+shoes.html on www.REI.com
2.
MINIMIZE DUPLICATION




Photo © leg0fenris on Flickr. Source: flickr.com/photos/legofenris/4641828205/
MINIMIZE DUPLICATION
FOCUS: Rank higher and increase traffic
• Duplicate content = the same content at two
  different URLs
• A likely warning signal for Panda algorithm
• You have enough competition without
  competing with yourself!
• Solutions: rel=canonical, rel=prev/next, 301
  redirects, setting default domain, selective
  blocking of crawlers, and more…
Duplicate content waters down your
rankings for competitive keywords,
reducing your traffic and conversion.
Source: Google Webmaster Tools reporting
4 TOOLS FOR DUPLICATE CONTENT
• Use rel=canonical to point from a
  duplicate back to the authoritative version
  of the content – used for exact duplicates
• Use rel=prev/next to handle paginated
  content, such as a large search result set
• 301 redirect from deprecated content or
  near duplicates to authoritative versions
• Set your preferred domain to avoid
  duplication at the domain level
Using these tactics, we reduced duplicate
content on REI.com by 96% Y/Y, driving
increased traffic to authoritative content.
Source: Google Webmaster Tools reporting
3.
GO FAST OR GO HOME




Photo © ShootNFish on Flickr. Source: flickr.com/photos/geyring/5290188093/
GO FAST OR GO HOME
FOCUS: Increase your conversion
• Google uses speed as a search ranking
  factor for the most competitive queries
• This can drive more traffic and associated
  sales, but site speed has a much larger
  impact than just SEO…



Source: Google, Matt Cutts [via Search Engine Land]
Customers expect your web site to
      load in 2 seconds or less.
Source: Forrester/Akamai [via GetElastic]
40% of customers will abandon
          any site that takes longer than
                 3 seconds to load.
Source: Forrester/Akamai [via GetElastic]
The average Fortune 500 company
   web site takes 7 seconds to load.
Source: Andrew Davies, Web Performance: A Whistlestop Tour…
For every 1 second of load time,
           conversion drops by 7%.
Source: Strangeloop
For every 1 second of load time,
        user satisfaction drops by 16%.
Source: Strangeloop
A faster site reduces the costs of
          infrastructure and releases
                by 50% or more.
Source: Shopzilla [via O’Reilly]
REI’S RESULTS:
A     50%  decrease in the time it took
for Google to crawl an average page
Source: Google Webmaster Tools reporting
REI’S RESULTS:
A     100%   increase in the amount of
total pages Google crawled per day
Source: Google Webmaster Tools reporting
REI’S RESULTS:
In 2011, we saved customers                22 years
of time by speeding up REI.com
Source: Google Webmaster Tools reporting
TOOLS TO SPEED UP YOUR SITE
• Yahoo and Google best practices
• Google Webmaster Tools speed report
• Site speed data in Google Analytics
• Google’s Page Speed Online tool
• Yahoo’s YSlow browser tool
• WebPageTest, Pingdom test suites
4.
BE META, NOT JUST <META>




Photo © sarah0s on Flickr. Source: flickr.com/photos/sarahseverson/6245395188/
BE META, NOT JUST <META>
FOCUS: Increase traffic and conversion
• Structure product search results into
  faceted navigation to allow for filtering
• Structure product, store, event, author,
  video, recipe, and other data for Rich
  Snippets in search engine results
• Increase findability and interoperability at
  the same time
Use product metadata to
                                                                      structure search results for
                                                                      your categories into
                                                                      faceted navigation.

Source: Sleeping Bags at http://www.rei.com/category/4500001_Sleeping+Bags on www.REI.com
Facets help users narrow
                                                                      down their searches and
                                                                      provide niche results for
                                                                      search engine crawlers.

Source: Sleeping Bags at http://www.rei.com/category/4500001_Sleeping+Bags on www.REI.com
WHICH WOULD YOU CLICK ON?




RESULTS:
Rich Snippets can drive up to+30%
more clicks over standard search results
Structured data makes you
more findable in verticals,
such as local search.
TOOLS FOR RICH SNIPPETS
• Google’s guide to Rich Snippets
• Microdata: Schema.org standard used by
  Google, Bing, and Yahoo
• Microformats: hProduct for products,
  hCard for people and locations, and
  hCalendar for events
• RDFa: GoodRelations vocabulary
• Google Merchant Center feeds
5.
LINK IT ALL TOGETHER




Photo © Ravages on Flickr. Source: flickr.com/photos/ravages/2831688538/
LINK IT ALL TOGETHER
FOCUS: Increase rankings and traffic
• Don’t buy links – any purchasing scheme
  goes against Webmaster Guidelines and is
  “Black Hat” SEO
• Earn links to your site by providing great
  content, products, services, and features
• Be social to listen to and engage with your
  customer base and attract new followers
Don’t let this happen to you.
                                    Do not buy links. Ever.




Source: Paid Links (via Google Webmaster Tools)
EARN LINKS FOR DISCOVERY
Search engines index the Web by following links to
page after page of content. But most of the time,
they can’t find content without following a link to it.




   Strongly interlinked site     New pages without links are
with numerous inbound links      isolated from search engines
EARN LINKS FOR TRUST
For a search engine, links from one site to
another are like a vote of confidence and trust,
similar to a citation in a scientific paper. This is
the original basis behind Google’s PageRank.



   Page on                                Page on
   Site A                                 Site B


                     “I trust you!”
       Link
EARN LINKS FOR AUTHORITY
If all else is equal, pages with more links can be
said to be more authoritative because more
individual sites trust and cite their content. This
often translates into higher rankings.


           Page on                        Page on
           Site A                         Site B




    Five inbound links              Ten inbound links
    from external sites             = more authority
HOW CAN YOU EARN LINKS?

• Create useful content that fulfills a
  customer need – especially tacit needs
• Be original, funny, engaging, or amazing
• Hold a contest or giveaway
• Be timely or relevant to a current event
  that your customers care about
• Feature your customers and their efforts –
  make them feel special.
Source: S’mores at http://findout.rei.com/blog_detail/?contentid=5496892009878913438 on www.REI.com
Source: Backpacks infographic at http://www.rei.com/infographics/backpacks.html on www.REI.com
A customer-created video for one of our
products went viral, driving awareness,
links, traffic, and ranking increases.
Source: REI Match Test video by dalemclmm at http://www.youtube.com/watch?v=a8BY6AbHL9w
We rank #3 for a broad
search term that doesn’t
use our brand or even the
category. What if this was
a high-margin product?
5
KEY, ACTIONABLE TAKEAWAYS




Photo © mrjoro on Flickr. Source: flickr.com/photos/mrjoro/89187454/
5 KEY, ACTIONABLE TAKEAWAYS
1. Create original content that meets your
   audience’s explicit and tacit needs
2. Reduce duplicate content to stop
   competing with yourself
3. Speed up your site to drive conversion
4. Structure your content with metadata to
   make it more findable and easier to use
5. Earn links by building great content or have
   customers build it for you
MANY THANKS!
          Jonathon Colman
          In-House SEO for REI
          Home:     about.me/jcolman
          Twitter: @jcolman
          E-mail:   jcolman@rei.com

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Building Enterprise eCommerce SEO Traffic and Sales

  • 1. 5 Specific Ways to Build Your Enterprise SEO Traffic and Sales Jonathon Colman Twitter @jcolman In-House SEO for REI www.REI.com
  • 3. 1. CREATE ORIGINAL CONTENT Photo © Sukisuki on Flickr. Source: flickr.com/photos/sukisuki/3293817448/
  • 4. CREATE ORIGINAL CONTENT FOCUS: Increase rankings and portfolio diversity for traffic-driving keywords • Original, relevant product information that adds value and solidifies your brand • <title>s, <meta> descriptions, on-page copy • Landing pages for categories, brands, and search results • New value-added content your customers can use to enjoy the products you sell
  • 5. Let’s look at a standard REI product page… Source: Vibram FiveFingers Bikila Running Shoes at http://www.rei.com/product/798241/vibram-fivefingers-bikila-running-shoes-mens on www.REI.com
  • 6. That’s nearly 250 words of branded, original, unique, relevant content – what search engines need! Source: Vibram FiveFingers Bikila Running Shoes at http://www.rei.com/product/798241/vibram-fivefingers-bikila-running-shoes-mens on www.REI.com
  • 7. This article on our site draws qualified traffic from over 1,800 individual keyphrases every week. Source: How to Choose Barefoot / Minimalist Running Shoes at http://www.rei.com/expertadvice/articles/running+shoes.html on www.REI.com
  • 8. 2. MINIMIZE DUPLICATION Photo © leg0fenris on Flickr. Source: flickr.com/photos/legofenris/4641828205/
  • 9. MINIMIZE DUPLICATION FOCUS: Rank higher and increase traffic • Duplicate content = the same content at two different URLs • A likely warning signal for Panda algorithm • You have enough competition without competing with yourself! • Solutions: rel=canonical, rel=prev/next, 301 redirects, setting default domain, selective blocking of crawlers, and more…
  • 10. Duplicate content waters down your rankings for competitive keywords, reducing your traffic and conversion. Source: Google Webmaster Tools reporting
  • 11. 4 TOOLS FOR DUPLICATE CONTENT • Use rel=canonical to point from a duplicate back to the authoritative version of the content – used for exact duplicates • Use rel=prev/next to handle paginated content, such as a large search result set • 301 redirect from deprecated content or near duplicates to authoritative versions • Set your preferred domain to avoid duplication at the domain level
  • 12. Using these tactics, we reduced duplicate content on REI.com by 96% Y/Y, driving increased traffic to authoritative content. Source: Google Webmaster Tools reporting
  • 13. 3. GO FAST OR GO HOME Photo © ShootNFish on Flickr. Source: flickr.com/photos/geyring/5290188093/
  • 14. GO FAST OR GO HOME FOCUS: Increase your conversion • Google uses speed as a search ranking factor for the most competitive queries • This can drive more traffic and associated sales, but site speed has a much larger impact than just SEO… Source: Google, Matt Cutts [via Search Engine Land]
  • 15. Customers expect your web site to load in 2 seconds or less. Source: Forrester/Akamai [via GetElastic]
  • 16. 40% of customers will abandon any site that takes longer than 3 seconds to load. Source: Forrester/Akamai [via GetElastic]
  • 17. The average Fortune 500 company web site takes 7 seconds to load. Source: Andrew Davies, Web Performance: A Whistlestop Tour…
  • 18. For every 1 second of load time, conversion drops by 7%. Source: Strangeloop
  • 19. For every 1 second of load time, user satisfaction drops by 16%. Source: Strangeloop
  • 20. A faster site reduces the costs of infrastructure and releases by 50% or more. Source: Shopzilla [via O’Reilly]
  • 21. REI’S RESULTS: A 50% decrease in the time it took for Google to crawl an average page Source: Google Webmaster Tools reporting
  • 22. REI’S RESULTS: A 100% increase in the amount of total pages Google crawled per day Source: Google Webmaster Tools reporting
  • 23. REI’S RESULTS: In 2011, we saved customers 22 years of time by speeding up REI.com Source: Google Webmaster Tools reporting
  • 24. TOOLS TO SPEED UP YOUR SITE • Yahoo and Google best practices • Google Webmaster Tools speed report • Site speed data in Google Analytics • Google’s Page Speed Online tool • Yahoo’s YSlow browser tool • WebPageTest, Pingdom test suites
  • 25. 4. BE META, NOT JUST <META> Photo © sarah0s on Flickr. Source: flickr.com/photos/sarahseverson/6245395188/
  • 26. BE META, NOT JUST <META> FOCUS: Increase traffic and conversion • Structure product search results into faceted navigation to allow for filtering • Structure product, store, event, author, video, recipe, and other data for Rich Snippets in search engine results • Increase findability and interoperability at the same time
  • 27. Use product metadata to structure search results for your categories into faceted navigation. Source: Sleeping Bags at http://www.rei.com/category/4500001_Sleeping+Bags on www.REI.com
  • 28. Facets help users narrow down their searches and provide niche results for search engine crawlers. Source: Sleeping Bags at http://www.rei.com/category/4500001_Sleeping+Bags on www.REI.com
  • 29. WHICH WOULD YOU CLICK ON? RESULTS: Rich Snippets can drive up to+30% more clicks over standard search results
  • 30. Structured data makes you more findable in verticals, such as local search.
  • 31. TOOLS FOR RICH SNIPPETS • Google’s guide to Rich Snippets • Microdata: Schema.org standard used by Google, Bing, and Yahoo • Microformats: hProduct for products, hCard for people and locations, and hCalendar for events • RDFa: GoodRelations vocabulary • Google Merchant Center feeds
  • 32. 5. LINK IT ALL TOGETHER Photo © Ravages on Flickr. Source: flickr.com/photos/ravages/2831688538/
  • 33. LINK IT ALL TOGETHER FOCUS: Increase rankings and traffic • Don’t buy links – any purchasing scheme goes against Webmaster Guidelines and is “Black Hat” SEO • Earn links to your site by providing great content, products, services, and features • Be social to listen to and engage with your customer base and attract new followers
  • 34. Don’t let this happen to you. Do not buy links. Ever. Source: Paid Links (via Google Webmaster Tools)
  • 35. EARN LINKS FOR DISCOVERY Search engines index the Web by following links to page after page of content. But most of the time, they can’t find content without following a link to it. Strongly interlinked site New pages without links are with numerous inbound links isolated from search engines
  • 36. EARN LINKS FOR TRUST For a search engine, links from one site to another are like a vote of confidence and trust, similar to a citation in a scientific paper. This is the original basis behind Google’s PageRank. Page on Page on Site A Site B “I trust you!” Link
  • 37. EARN LINKS FOR AUTHORITY If all else is equal, pages with more links can be said to be more authoritative because more individual sites trust and cite their content. This often translates into higher rankings. Page on Page on Site A Site B Five inbound links Ten inbound links from external sites = more authority
  • 38. HOW CAN YOU EARN LINKS? • Create useful content that fulfills a customer need – especially tacit needs • Be original, funny, engaging, or amazing • Hold a contest or giveaway • Be timely or relevant to a current event that your customers care about • Feature your customers and their efforts – make them feel special.
  • 39. Source: S’mores at http://findout.rei.com/blog_detail/?contentid=5496892009878913438 on www.REI.com
  • 40. Source: Backpacks infographic at http://www.rei.com/infographics/backpacks.html on www.REI.com
  • 41. A customer-created video for one of our products went viral, driving awareness, links, traffic, and ranking increases. Source: REI Match Test video by dalemclmm at http://www.youtube.com/watch?v=a8BY6AbHL9w
  • 42. We rank #3 for a broad search term that doesn’t use our brand or even the category. What if this was a high-margin product?
  • 43. 5 KEY, ACTIONABLE TAKEAWAYS Photo © mrjoro on Flickr. Source: flickr.com/photos/mrjoro/89187454/
  • 44. 5 KEY, ACTIONABLE TAKEAWAYS 1. Create original content that meets your audience’s explicit and tacit needs 2. Reduce duplicate content to stop competing with yourself 3. Speed up your site to drive conversion 4. Structure your content with metadata to make it more findable and easier to use 5. Earn links by building great content or have customers build it for you
  • 45. MANY THANKS! Jonathon Colman In-House SEO for REI Home: about.me/jcolman Twitter: @jcolman E-mail: jcolman@rei.com