Presented to Internet Retailing Expo conference in Birmingham. The techniques use a retail case study, but apply to other types of business also.

1. Search : Get found!
20 techniques to improve
retail site visibility
Dr Dave Chaffey
Download:www.smartinsights
.com/blog
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2. Our challenge?
http://www.google.com/ads/innovations/
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3. How to audit your SEO : case study
See: Smart Insights – The right types of links
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4. About Dave Chaffey
 Books  Best-practice advice & consulting
www.smartinsights.com
 Insights Director
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5. 1. Identify Consumer search
behaviours NOT keyword lists
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6. Keyphrase analysis –
too important to leave to an agency?
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7. Use Ubersuggest for categories
and competitors
Practical tip: Identify negatives too Smart Insights Tutorial: Ubersuggest
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8. 2. Use a gap analysis to
drive performance
 A keyphrase gap analysis shows
 Potential demand from key phrase estimators
 Your actual performance
(position, clicks, conversion, sales, value):
 Paid – absolute and relative
 Natural – absolute and relative
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9. A word about analytics…
 Segment!
 By natural
 By non-brand
 By key generics
 By mobile
 By conversion
 Use the content
drilldown, not just
top-pages
http://bit.ly/smartsegments
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10. 3. Improve your brand messages:
Communicate your OVP
for a smooth customer journey
Tip – improve sitelinks
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11. Which is most effective?
A.
B.
C.
D.
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12. 4. Check the relevance of blended
search – here Google Places
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13. Making the most of Google Local?
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14. 5. Don’t forget the second
biggest search engine…
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15. Reviewing YouTube potential…
Not “the fastest way to get to page 1 of the SERPs”
YouTube Keyword Tool tutorial
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16. 16 1
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17. 6. Evaluate paid search YouTube options
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18. 7. Obsess about links
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19. 8. Obsess more about content
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20. Are you committed to content?
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21. Integrating a relevant “blog”
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22. 9. Integrate “added value content”
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23. 10. You can always re-engineer your
title tags more…
 Example:
 Buy Perennial plants online, a wide range of
herbaceous perennials : Buy Garden plants online from
your online garden centre at Coblands.co.uk
 Start with:
 Site:domain.com + <category> or + <products>
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24. 11. Even keyword density analysis can
help…something you shouldn’t do?
http://tools.davidnaylor.co.uk/keyworddensity/
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25. 12. Make the most of your home page
and high-level utility pages
See: Smart Insights – The right types of links
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26. 13. Get the balance right on
category and sub-category pages
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27. 14. Review category pages for
semantic markup
Should be relevant <h1>?
Opportunity for <h2>?
“Most popular winter plants”
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28. 15. Beat the Panda - example
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29. 29

30. Example copy
 Official LED Lenser UK distributor
 The P7 Tactical should be standard equipment on every duty
belt….
 This copy was repeated, word for word, on several other sites,
including Tooledup.com, Halfords.co.uk and mptools.co.uk, the
sitebox.com and 7 dayshop.com.
 Cellpacksolutions.com added:
 The P7 Tactical should be standard equipment on every duty belt. A favourite
amongst the Police Force and Search & Rescue. With 200 lumens of focusable
light and 130 hours of battery life from standard AAA batteries, it will far outshine
any other light of its size. A fantastic looking torch, it comes in a gift box including
wrist strap and holster. This makes it ideal as a present and highly collectable.
Source: “Beat the Panda”
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31. Adding detailed product info
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32. 16. Don’t forget the power of internal links
Source: Smart Insights: The right type of Internal Links?
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33. Example, missing category link-back
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34. Paid search innovations
1. Autofilled email lead-gen
also…offer extensions
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35. Paid search innovations
2. Ad extensions
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36. Paid search innovations
3. Placement targeting and remarketing
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37. Are you taking
Google+ seriously?
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38. There may be trouble ahead…
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39. Let’s Connect!
Questions & discussion welcome
Download: www.smartinsights.com/blog
 Blog
uk.linkedin.com/in/davechaffey www.smartinsights.com/blog
 Feeds
www.facebook.com/davechaffey www.feedburner.com/smartinsights
 Email Newsletter
www.smartinsights.com
www.twitter.com/DaveChaffey
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