O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

SearchLove London 2019 - Luke Carthy - Finding Powerful CRO and UX Opportunities Using SEO Crawlers

3.294 visualizações

Publicada em

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.

  • Seja o primeiro a comentar

SearchLove London 2019 - Luke Carthy - Finding Powerful CRO and UX Opportunities Using SEO Crawlers

  1. 1. POWERFUL TIPSCRO @MrLukeCarthy | #Searchlove Using a SEO web crawler
  2. 2. @MrLukeCarthy | #Searchlove Ecommerce Consultant & Founder Worked with:
  3. 3. @MrLukeCarthy | #Searchlove
  4. 4. As a SEO, I’ve failed… (strictly speaking) @MrLukeCarthy | #Searchlove
  5. 5. @MrLukeCarthy | #Searchlove Organic traffic is virtually flat..
  6. 6. @MrLukeCarthy | #Searchlove However, online sales are up by 175%
  7. 7. @MrLukeCarthy | #Searchlove
  8. 8. @MrLukeCarthy | #Searchlove More traffic ≠ more sales
  9. 9. @MrLukeCarthy | #Searchlove More sales ≠ more traffic
  10. 10. 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
  11. 11. 236,000 indexed internal search URLs @MrLukeCarthy | #Searchlove
  12. 12. Approx. 6.8million visitors every month (AHREFS) @MrLukeCarthy | #Searchlove
  13. 13. ‘Zero results’ internal searches do not… @MrLukeCarthy | #Searchlove
  14. 14. SEARCH URLs CUSTOM EXTRACTION > > @MrLukeCarthy | #Searchlove
  15. 15. I crawled just a 4%sample of the 236KURLs… @MrLukeCarthy | #Searchlove
  16. 16. …and surfaced 296URLs returning ‘no results found’ @MrLukeCarthy | #Searchlove
  17. 17. That’s 190Kpeople seeing ‘no results found’ pages every month @MrLukeCarthy | #Searchlove
  18. 18. That’s a HUGE bunch of missed CRO opportunities @MrLukeCarthy | #Searchlove
  19. 19. Best Buy done fu$#&d up… @MrLukeCarthy | #Searchlove
  20. 20. Well, a little.. @MrLukeCarthy | #Searchlove
  21. 21. Approx. 15,000visits every month @MrLukeCarthy | #Searchlove
  22. 22. Just 1item found 57 inch tv 48 inch smart tv Solar eclipse glasses Nvidia shield Tv remove control replacement @MrLukeCarthy | #Searchlove
  23. 23. How is all this impacting Best Buy? @MrLukeCarthy | #Searchlove
  24. 24. At least 190Kpeople aren’t finding what they’re looking for @MrLukeCarthy | #Searchlove
  25. 25. Could be 1000sof potential places where demand is outstripping supply @MrLukeCarthy | #Searchlove
  26. 26. Not providing a seamless experience for non-commerce search queries @MrLukeCarthy | #Searchlove
  27. 27. Not selling lines that customers want to buy @MrLukeCarthy | #Searchlove
  28. 28. 30% revenue increase via Internal search optimisation @MrLukeCarthy | #Searchlove
  29. 29. Ok, now tell us how you got all this cool shit with CUSTOM EXTRACTION @MrLukeCarthy | #Searchlove
  30. 30. “Custom extraction allows you to scrape any data from the HTML of web pages when crawling” https://www.screamingfrog.co.uk/web- scraping/
  31. 31. 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
  32. 32. What else can you do with custom extraction? @MrLukeCarthy | #Searchlove
  33. 33. Extract your product recommendations @MrLukeCarthy | #Searchlove
  34. 34. “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
  35. 35. Understand what direct ‘bolt on’ products customers proactively buy at scale @MrLukeCarthy | #Searchlove
  36. 36. The first few recs are often the most popular / best selling @MrLukeCarthy | #Searchlove
  37. 37. Pay close attention to the product price vs the first recs price @MrLukeCarthy | #Searchlove
  38. 38. Really powerful when scraping recs from your direct competitors @MrLukeCarthy | #Searchlove
  39. 39. Even more so when competitors have multi-dimensional recs @MrLukeCarthy | #Searchlove
  40. 40. 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
  41. 41. 1500 lines crawled… 100% of out of stock items Don’t show recommendations
  42. 42. 1000 lines crawled… 100% have recommendations showing 56% Were all priced the same or higher
  43. 43. 1500 lines crawled… 100% Appeared to be alternatives rather than complimentary
  44. 44. 1500 lines crawled… 100% Appeared to be complimentary rather than alternatives
  45. 45. 1500 lines crawled… Shoes = Shoes
  46. 46. 1500 lines crawled… Jeans = Shirts
  47. 47. 1500 lines crawled… Shirts = Jeans
  48. 48. 1500 lines crawled… Shorts = Trainers/Sneakers
  49. 49. Identify your worst / best selling products in every category @MrLukeCarthy | #Searchlove
  50. 50. Best selling products are often the first items in the category @MrLukeCarthy | #Searchlove
  51. 51. Competitive ecommerce Intelligence to boost conversion @MrLukeCarthy | #Searchlove
  52. 52. Identify your competitor’s top (and worst) selling products @MrLukeCarthy | #Searchlove
  53. 53. Work out your competitors search URL pattern @MrLukeCarthy | #Searchlove
  54. 54. example.com/search?t=[KEYWORD] @MrLukeCarthy | #Searchlove
  55. 55. Scrape results for price, reviews and stock and compare to your own @MrLukeCarthy | #Searchlove
  56. 56. @MrLukeCarthy | #Searchlove
  57. 57. Vet your category navigation URLs in main menus @MrLukeCarthy | #Searchlove
  58. 58. SEXY CUSTOM EXTRACTION @MrLukeCarthy | #Searchlove
  59. 59. Log files Backlink data XML sitemaps PageSpeed Insights @MrLukeCarthy | #Searchlove
  60. 60. Log files Backlink data XML sitemaps PageSpeed Insights @MrLukeCarthy | #Searchlove Find patterns amongst lines that don’t sell
  61. 61. Log files Backlink data XML sitemaps PageSpeed Insights @MrLukeCarthy | #Searchlove Identify what reviews typically drive sales
  62. 62. @MrLukeCarthy | #Searchlove It’s not just eCommerce…
  63. 63. 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
  64. 64. @MrLukeCarthy | #Searchlove Lukecarthy.com/searchlove I wrote a thing:
  65. 65. Thank you! @MrLukeCarthy /in/lukecarthy lukecarthy.com

×