SEO has become a lot more challenging for ecommerce brands in the last 12 months with plenty of SEO campaigns struggling to perform well in the long term. This session covers how brands need to think about marketing first and SEO second in order to futureproof their campaigns and deliver long term sustainable results and include some case studies about how we do this for our clients.
2. Ecommerce SEO Challenges
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Content strategy
Adding value
User generated content
Return to search
Design, usability & making users love you
Link clean-up & penalties
Link strategy
Reporting ROI with 100% of your keyword data “not provided”
14. What Google wants
The goal of many of our ranking changes is to help searchers find sites that provide a
great user experience and fulfil their information needs.
Matt Cutts
Our strategy therefore is to make our clients a better search result than their
competitors. We make them deserve to rank.
This can be split into two simple to understand factors:
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Creating more authority & being a better/more reputable
company
Making better landing pages, specifically your primary pages
21. Content Strategy
is driven by people
Branded3’s study of a leading
ecommerce website found that users
who engaged with content before
moving to a product page were 5x
more valuable than those who landed
on a product directly
It is essential that a content strategy
centres around answering users’
questions
22. Identifying users
Google
Analytics
Personas
Social
Listening
Every site needs content that:
• Entertains
• Educates
• Persuades
• Converts
A content strategy means creating the
right content to target the right users – we
call this our conversation strategy.
Existing
Contacts
Market
Research
23. Conversation Strategy
Keyword Research
Asset Production
Blogger Outreach
Visits
Content Strategy Brainstorm
Technical Development
Social Outreach
Shares
Define Assets
Publish
PR Activity
Rankings
25. Doing Real Stuff
Would you do this if it didn’t help with
SEO?
When you release a new page or piece
of content would your MD or PR
department tweet about it? Would they
tweet a link built by your SEO team?
If not then you probably shouldn’t be
doing it
SEO has to be integral to marketing
27. Understanding which
words in a query matter
most & giving them
more weight
Long tail & badly
thought out queries get
much better results
Users are more satisfied
28. Example
Google wants to rank the best result
for the query
Not just the one that best matches
the keywords the user searched for
29. Satisfaction
Other than low quality websites, the biggest cause of searchers not being satisfied is
the fact that Google showed them something they just were not looking for
Even if most people are satisfied there are always certain segments of people that
are totally unhappy with a search result
Hummingbird will allow Google to dramatically increase satisfaction rates by gaining
a better understanding of what people actually want, rather than what they type into
the search box
30. Return to Search
You have a few seconds to get
the visitors attention and
persuade them that they have
arrived at a site that will answer
their query
If they go back to Google that’s
a negative signal
33. Content Strategy Framework
Content Audit
Document
• Typography
• Readability
• Spelling/grammar
• Shareability
• Keyword use
• Copyscape report on
stolen content
• Social media shares
Shareable Content
• Brainstorming
• Competitor Analysis
• Examples &
screenshots from
competitors
Informative
Content
User Generated
Content
• Research Q&A on
Yahoo Answers,
Quora, Facebook,
Twitter
• Search for questions
in Analytics data &
keyword tool data
• Gap Analysis of
current content
• Examples &
screenshots from
competitors etc
• Reviews –
implementation,
incentivisation etc
• Q&A section or Q&A
on product pages etc
• Forums, blog
comments, guest
blog posts, in-depth
content reviews
• Examples &
screenshots from
competitors etc
Site Structure
• Where does content
need to go (blog or
Q&A etc)
• How should the
sections be
structured
• Design & UI
• Interlinking between
sections
• Examples &
screenshots from
competitors
Content Roadmap
Document
• Monthly or weekly
content plan
• Special events &
calendar
• Blog calendar
• PR calendar
39. Data Sources
Not provided will be 100% soon – no more keyword data, attribution modelling
becomes largely useless
Solutions
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Total organic visits to top landing pages
Total search visits minus brand clicks from WMT data
Estimated visits per keyword via rankings, CTR & search volumes
Click share for product categories
40. Thank you!
Please email any questions to
patrick@branded3.com or get in touch via
twitter.com/patrickaltoft