SEO For E Commerce - Internet World 2010
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The SEO for ecommerce presentation given by Paul Spreadbury at Internet World.
![About Me Who am I ? - Paul Spreadbury Position – SEO Manager Company – Just Search Ltd Expertise ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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SEO For E Commerce - Internet World 2010
- 1. SEO For Ecommerce Sites By Paul Spreadbury SEO Manager Just Search Ltd
- 6. Main SEO Consultant for Ultralase
- 7. Manage all On Page SEO work for JS UK and FranceTwitter.com/paulspread
- 9. Keyword Research for ecommerce sites
- 10. Analysing competitors
- 11. Site Taxonomy
- 12. Internal link structure
- 13. Common SEO ecommerce issues
- 14. Further Ecommerce SEO Advice
- 15. Link Building for ecommerce websitesTwitter.com/paulspread
- 22. UK spend 2008 - £43.8 billion**Figures from IMRG** Twitter.com/paulspread
- 24. Access
- 25. Duplication
- 26. Search Engine Friendly URLs
- 27. Hosting
- 28. Taxonomy Twitter.com/paulspread
- 30. Building Blocks of SEO
- 31. Helps provides rankings
- 32. Look for larger sites
- 33. What are they doing
- 34. It works for them
- 35. Taxonomy of site
- 36. Find long tail pages
- 37. Internal linkingTwitter.com/paulspread
- 38. Keyword Research
- 40. Think – Customers think differently to you
- 41. Survey your customers
- 42. Ecommerce sites have hundreds of keywords
- 43. Use tools
- 44. Take your time and research keywordsTwitter.com/paulspread
- 47. Niche Keywords
- 49. Remove really low search volume terms
- 50. Be realistic
- 51. Duplicates
- 52. Use SEOMOZ Keyword difficulty tool
- 53. Manually remove irrelevant termshttp://www.seomoz.org/keyword-difficulty Twitter.com/paulspread
- 56. Pick a selection of important keywords
- 58. Review site architecture
- 59. How many internal links does that page have
- 60. How many external links does the page have
- 61. Is the content optimised?Twitter.com/paulspread
- 63. Architecture of the site
- 64. Content on the landing page
- 65. Overall content on the site
- 66. Internal/external Links (Yahoo Site Explorer)
- 67. Document Structure (H1, H2 etc)
- 68. Taxonomy
- 69. Discover Niche areas - High traffic - Low competition - Poor optimisation Twitter.com/paulspread
- 70. Site Taxonomy
- 72. Plan site structure around search terms
- 73. Optimised pages don’t have to be bolted on
- 74. Now map your keywords to pagesTwitter.com/paulspread
- 75. Poor Site Taxonomy Twitter.com/paulspread
- 77. 2-3 terms on category pages
- 78. 1 term on the product page(s)
- 79. Think about taxonomy
- 80. Think about relevancy
- 81. Main keyword firstKeyword map example Twitter.com/paulspread
- 84. Important pages linked in template
- 85. More links to important sub categories
- 86. Clever site designpasses strength right places Twitter.com/paulspread
- 88. i.e. premier league teams
- 89. Click on premier league teams
- 90. Opens up secondary navigation
- 91. Shows other league teams
- 92. Stops the template being flooded with links
- 93. Useable for customers and search engines
- 94. <150 internal linksTwitter.com/paulspread
- 96. Link within main site template
- 97. Use main anchor text
- 98. Push more popular categories
- 99. More PR passed to the pageTwitter.com/paulspread
- 101. Only keyword links
- 102. High search volume keywords
- 103. Provides each important page with more internal linksTwitter.com/paulspread
- 104. Common Ecommerce SEO Issues
- 108. Implement a review system - Internal - External - www.feefo.com (Improves conversion by 30%) - Needs a large site - Need to reply to negative feedback - They email your customers http://www.feefo.com Twitter.com/paulspread
- 109. Example from Amazon.co.uk Twitter.com/paulspread
- 110. Further Ecommerce SEO Advice
- 112. Write some unique content
- 113. Your blog post gets the credit
- 114. Wait for product to be released
- 115. Redirect blog to product page
- 116. Product page gets a boost in the SERPsBlog page 301 redirect Product Page Blog page Twitter.com/paulspread
- 118. By Level of the site
- 119. Helps diagnose issuesTwitter.com/paulspread
- 122. Edit profile
- 123. Select do track site search
- 124. Enter query parameter
- 125. On play.com it is ‘searchstring’http://www.play.com/HOME/HOME/6-/Search.html?searchstring=shutter+island&searchtype=allproducts&searchsource=0 Twitter.com/paulspread
- 127. Bid on the niche keywords in PPC
- 128. Add top searched products to main navigation
- 129. Change content on the home page
- 130. Look for searches that return 0 results
- 131. Update product catalogueAct early to beat your competitors Twitter.com/paulspread
- 132. Link Building ForEcommerce Websites
- 138. Reviewing your link portfolio Credit to Patrick Altoft from Branded 3 Twitter.com/paulspread
- 140. MOZ Rank – Domain and Page
- 141. Yahoo Links
- 142. Moz Trust - Domain and Page
- 143. Majestic SEO links
- 144. Number of root domains
- 145. Internal/External Linking pagesDiscover where your page is lacking strength http://www.seomoz.org/linkscape Twitter.com/paulspread
- 147. Target links to inner pages, traffic orderBuild from the following links
- 148. Press releases
- 149. Review Products
- 150. Use mini sites
- 151. Forums – post about your new products
- 152. Social Media, Videos
- 153. Contacts Twitter.com/paulspread
- 155. Review your competitors
- 156. Plan site taxonomy
- 158. Add a review system
- 159. Create flat product structure
- 161. Question / Debate Stand – E2100 Twitter.com/paulspread
Notas do Editor
- This seminar assumes you have some SEO knowledgeIf you have any questions please contact see my after the presentation or on Stand – E2100In the seminar is some great tips for those of you that are thinking about having an ecommerce site, and thoseOf you who already have one
- Users prefer small businesses as they have a more personal touchEliminates costs as customer taken straight to the product (staff, lighting, etc, overheads)
- Is the support reliable?Do you have access to edit content, meta, HTML etc? Can you get to the root of the server?Can you get access to the hosting account, do you have control over the server?Does the system create duplication issues due to the way it has been builtDedicated servers are better as you have more control over the technologyCan you change the information layout (i.e. URL, etc)Some systems are inherently more SEO friendly than others
- Planning is the key to a successful website.The main things to think about are keyword research, your competition and the structure of your siteIs it ecommerce platform SEO friendly to begin with?
- You should know your products, you need to discover what people are searching for onlineThink about keywords for the whole store not just the top levels of the siteKeyword research should be completed on categories and sub categories
- These are some of the great tools to useSome are free some are not
- Be realistic you know which keywords aren’t achievable, you should know your businessThe keyword difficulty tool from SEOMOZ is a great marker for how difficult it is to achieve.Use tools to discover more longtail keywords for each category
- Home page rankinggenerally means the site is nicheInner pages mean it is a service they offer on the siteUse yahoo site explorer to check internal and external links to the pageDoes the content optimised i.e keyword density OK, keyword in a header tag
- Are they pushing this page, is there lots of content on the siteHow old is the site, Google trusts older websites.How many external links does the page haveIs the content on the site optimisedAre they writing blogs to improve internal linking
- Site taxonomy is information layoutReview your keyword list and traffic to decide on landing pages for the siteFor example the following pages would be made for a television site as there are lots of searchesToo often SEO pages are bolted onto the siteThey should form part of the site plan from the beginning
- Site selling televisionsTelevisions are just listed by brands, losing out on all other searches such as size, type and combinations of themThis site will lose out on traffic for all other searches
- Now you have your keywords and landing pagesMap keywords to pages in ExcelThink about relevancy and always include the main keyword firstThis will also provide you with the title, description and keywords for each page (meta data)As well as the content to add to the page
- More links a page has the more strengthNon important pages should be consolidated, i.e. Privacy policy, about us, etcThis can be achieved by adding the links to a company information pagePeople used to use the nofollow attribute to sculpt Page Rank, this no longer worksTo combat this use clever site design to pass strength to the right places
- Many ecommerce sites are flooded with links, due to heavy internal linkingSports Direct used to link to all categories and sub categories on the main site template, this lead to the template flooding with linksThis can be fixed by dynamic navigationGood example above from Sports DirectTry to ensure the template has less than 150 internal links as a rule
- Some sub categories have more search volume than othersThese pages should have more internal linksThe buckets indicate how this can be visualised
- The find it quick section on www.ideasbynet.comDeep links top searched sub categoriesPasses PageRank to these important pagesUses researched keywords for linksHas been built for SEO Purposes
- Duplicate content due to filters and paginated resultsSome websites can have lots of combinationsi.e colour, size, price etc.Can create hundreds of pages of duplicate contentThis clogs up Google’s index of the site, and Google can get confused as to what was the original page
- Fix duplicate content by flattening the product URLsOnly 1 link for users to link toRedirecting duplicate pages moves any link juice to the main product pageThe URL is more relevant for someone searching for a productNoindex follow ensures no duplicate content but the product links are all indexed.If you block paginated results and filters in robots.txt you need a view all pageThis ensures that the products can still be indexed and that they are all not blankThe view all page cannot contain duplicate content
- Rewriting the product descriptions could take foreverIt Is very boringInternal reviews can be falseExternal review systems are more trustedJust Search partner with Feefo, they email your customers and add reviews to the siteThese reviews are real and are known to increase conversions by 30%Also improves Google product search as there is more information on each product page
- Amazon.com add reviews to their product pagesThe above example shows a review for a game called Call of Duty
- The history from the blog is passed to the new product pageGives the product page a boost in the search results
- Helps diagnose SEO issues on different levels of your siteYou know where more SEO content is required. Easy to see issues in GWT,Fix Category Levels FirstDepending on the size of the site you may want to break this down moreReview Regularly.
- The example here shows a search for a film called shutter island on www.play.comWith site search enabled you can now track this data
- Create landing pages for high searched termsAct early to beat competitors here on both PPC and SEO
- Important to review your links Saves time building links you don’t needSave money!
- Export data into a CSVCount column required to calculate total number of links for each qualityPivot the data
- This shows that URL 1 has a much wider portfolio of linksLook for data trends between you and your competitors
- This method can be used for various types of metrics, you could checkMoz Rank, Moz Trust, Domain Authority, Page AuthorityLinkscape from SEOMOZ can supply this information, you have to be a member of SEOMOZ to view the dataYou should now have a good idea as to what type of links you need
- Contact webmasters of other relevant sites, offer something in returnUse mini sites such as blogger, wordpress to link back to main site, make sure content is uniquePush new products on Facebook and Twitter and Google merchantUse contacts such as business partners, suppliers, clients etc for links
- Planning and research is the key to success, ecommerce SEO is a huge subject, this is just a taster as to what to doLooking at your information layout is also important, your competitors can show you how to do thisThey are doing well so why not copy?! Profiling links stops wasting time and money on unnecessary link building