SearchLove London 2019 - Luke Carthy - Finding Powerful CRO and UX Opportunities Using SEO Crawlers
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An SEO crawler is a staple tool in any SEO pro's toolkit, but have you ever considered using such a tool to seek out powerful CRO opportunities? Luke is an out and out ecommerce expert who'll be sharing tips and takeaways on how to leverage custom extraction with an SEO crawler to improve ecommerce conversion rates and enhance UX.
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SearchLove London 2019 - Luke Carthy - Finding Powerful CRO and UX Opportunities Using SEO Crawlers
- 1. POWERFUL TIPSCRO @MrLukeCarthy | #Searchlove Using a SEO web crawler
- 2. @MrLukeCarthy | #Searchlove Ecommerce Consultant & Founder Worked with:
- 4. As a SEO, I’ve failed… (strictly speaking) @MrLukeCarthy | #Searchlove
- 5. @MrLukeCarthy | #Searchlove Organic traffic is virtually flat..
- 6. @MrLukeCarthy | #Searchlove However, online sales are up by 175%
- 8. @MrLukeCarthy | #Searchlove More traffic ≠ more sales
- 9. @MrLukeCarthy | #Searchlove More sales ≠ more traffic
- 14. M o d e r n M u l t i p u r p o s e s p r e s e n t a t i o n t e m p l a t e Unique & Creative
- 15. 236,000 indexed internal search URLs @MrLukeCarthy | #Searchlove
- 16. Approx. 6.8million visitors every month (AHREFS) @MrLukeCarthy | #Searchlove
- 20. ‘Zero results’ internal searches do not… @MrLukeCarthy | #Searchlove
- 25. SEARCH URLs CUSTOM EXTRACTION > > @MrLukeCarthy | #Searchlove
- 26. I crawled just a 4%sample of the 236KURLs… @MrLukeCarthy | #Searchlove
- 27. …and surfaced 296URLs returning ‘no results found’ @MrLukeCarthy | #Searchlove
- 28. That’s 190Kpeople seeing ‘no results found’ pages every month @MrLukeCarthy | #Searchlove
- 29. That’s a HUGE bunch of missed CRO opportunities @MrLukeCarthy | #Searchlove
- 30. Best Buy done fu$#&d up… @MrLukeCarthy | #Searchlove
- 31. Well, a little.. @MrLukeCarthy | #Searchlove
- 33. Approx. 15,000visits every month @MrLukeCarthy | #Searchlove
- 34. Just 1item found 57 inch tv 48 inch smart tv Solar eclipse glasses Nvidia shield Tv remove control replacement @MrLukeCarthy | #Searchlove
- 35. How is all this impacting Best Buy? @MrLukeCarthy | #Searchlove
- 36. At least 190Kpeople aren’t finding what they’re looking for @MrLukeCarthy | #Searchlove
- 37. Could be 1000sof potential places where demand is outstripping supply @MrLukeCarthy | #Searchlove
- 38. Not providing a seamless experience for non-commerce search queries @MrLukeCarthy | #Searchlove
- 39. Not selling lines that customers want to buy @MrLukeCarthy | #Searchlove
- 40. 30% revenue increase via Internal search optimisation @MrLukeCarthy | #Searchlove
- 41. Ok, now tell us how you got all this cool shit with CUSTOM EXTRACTION @MrLukeCarthy | #Searchlove
- 42. “Custom extraction allows you to scrape any data from the HTML of web pages when crawling” https://www.screamingfrog.co.uk/web- scraping/
- 48. Good reads on custom extraction Uproer https://uproer.com/articles/screaming-frog-custom-extraction-xpath-regex/ LinkedIn Article – Brian Shumway https://www.linkedin.com/pulse/custom-extraction-screaming-frog-xpath-csspath- brian-shumway PMG https://www.pmg.com/blog/how-to-use-xpath-in-screaming-frog/ Search Engine Journal https://www.searchenginejournal.com/regex-seo-website-data-extraction/234999/ @MrLukeCarthy | #Searchlove
- 49. What else can you do with custom extraction? @MrLukeCarthy | #Searchlove
- 50. Extract your product recommendations @MrLukeCarthy | #Searchlove
- 51. “35% of what consumers purchase on Amazonand 75% of what they watch on Netflixcome from product recommendations.” https://www.mckinsey.com/industries/retail/ our-insights/how-retailers-can-keep-up-with- consumers
- 52. Understand what direct ‘bolt on’ products customers proactively buy at scale @MrLukeCarthy | #Searchlove
- 53. The first few recs are often the most popular / best selling @MrLukeCarthy | #Searchlove
- 54. Pay close attention to the product price vs the first recs price @MrLukeCarthy | #Searchlove
- 55. Really powerful when scraping recs from your direct competitors @MrLukeCarthy | #Searchlove
- 56. Even more so when competitors have multi-dimensional recs @MrLukeCarthy | #Searchlove
- 58. 1500 lines crawled… 36% have no recommendations at all 86% Were all priced the same or higher 80+ % Appeared to be alternatives rather than complimentary
- 59. 1500 lines crawled… 100% of out of stock items Don’t show recommendations
- 60. 1000 lines crawled… 100% have recommendations showing 56% Were all priced the same or higher
- 61. 1500 lines crawled… 100% Appeared to be alternatives rather than complimentary
- 62. 1500 lines crawled… 100% Appeared to be complimentary rather than alternatives
- 63. 1500 lines crawled… Shoes = Shoes
- 64. 1500 lines crawled… Jeans = Shirts
- 65. 1500 lines crawled… Shirts = Jeans
- 66. 1500 lines crawled… Shorts = Trainers/Sneakers
- 67. Identify your worst / best selling products in every category @MrLukeCarthy | #Searchlove
- 68. Best selling products are often the first items in the category @MrLukeCarthy | #Searchlove
- 69. Competitive ecommerce Intelligence to boost conversion @MrLukeCarthy | #Searchlove
- 70. Identify your competitor’s top (and worst) selling products @MrLukeCarthy | #Searchlove
- 71. Work out your competitors search URL pattern @MrLukeCarthy | #Searchlove
- 73. Scrape results for price, reviews and stock and compare to your own @MrLukeCarthy | #Searchlove
- 78. Vet your category navigation URLs in main menus @MrLukeCarthy | #Searchlove
- 83. SEXY CUSTOM EXTRACTION @MrLukeCarthy | #Searchlove
- 84. Log files Backlink data XML sitemaps PageSpeed Insights @MrLukeCarthy | #Searchlove
- 85. Log files Backlink data XML sitemaps PageSpeed Insights @MrLukeCarthy | #Searchlove Find patterns amongst lines that don’t sell
- 86. Log files Backlink data XML sitemaps PageSpeed Insights @MrLukeCarthy | #Searchlove Identify what reviews typically drive sales
- 87. @MrLukeCarthy | #Searchlove It’s not just eCommerce…
- 88. Sitebulb Screaming Frog DeepCrawl OnCrawl Custom extraction NO ( but soon) YES YES YES Google Analytics YES YES YES YES Search Console YES YES YES YES Majestic SEO NO NO YES YES AHREFS NO YES NO Coming soon Logfile Analysis NO YES – separate product YES Yes – separate product PageSpeed Insights NO Separate crawl YES (JS injection) NO
- 89. @MrLukeCarthy | #Searchlove Lukecarthy.com/searchlove I wrote a thing: