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E-Commerce SEO – Tips & Tricks
             Fábio Ricotta
              Co-Founder
               MestreSEO
       http://www.mestreseo.com.br
              @fabioricotta
A little about me
     Fábio Ricotta
     Co-Founder at MestreSEO


      7+ years doing SEO
Trained over 1,200 professionals
Today
     I want to share
something I have worked
 on with my company for
       the past year
MozCon - E-Commerce SEO - Tips and Tricks
MozCon - E-Commerce SEO - Tips and Tricks
Content
http://googleblog.blogspot.com.br/2011/02/finding-more-high-quality-sites-in.html
I can imagine Matt saying:
I have a Panda
    for you!
We decided to
invest in product
  descriptions
How do you create
unique product descriptions
   for 2,000 products?
I had a great idea…
Let’s hire some
 freelancers!
Here in the US
    you can use
outsourcing sites like
MozCon - E-Commerce SEO - Tips and Tricks
But in Brazil
I had to improvise
MozCon - E-Commerce SEO - Tips and Tricks
MozCon - E-Commerce SEO - Tips and Tricks
Combining Facebook and Twitter, I reached:

 6,000+ Subscribers
 11,000+ Followers
We selected more than
300 freelancers!
All we needed to do was to
organize these freelancers
So we
 prioritized our
content creation
We used
Google Analytics
MozCon - E-Commerce SEO - Tips and Tricks
MozCon - E-Commerce SEO - Tips and Tricks
MozCon - E-Commerce SEO - Tips and Tricks
Insert the “Product SKU”
as Secondary dimension
Before you export
scroll down and
   change…
Show rows to 500
In your browser URL bar
     look for
the number “500”
https://www.google.com/analytics/web/?pli=1#report/conversi
ons-ecommerce-
product/a1184279w2061051p37837047/%3Fexplorer-
table.secSegmentId%3Danalytics.productSku%26explorer-
table.rowStart%3D0%26explorer-table.rowCount%3D500/
Change it to “50000”
https://www.google.com/analytics/web/?pli=1#report/conversi
ons-ecommerce-
product/a1184279w2061051p37837047/%3Fexplorer-
table.secSegmentId%3Danalytics.productSku%26explorer-
table.rowStart%3D0%26explorer-table.rowCount%3D50000/
Now you have
all your products
      listed
MozCon - E-Commerce SEO - Tips and Tricks
… and then
you can export it…
MozCon - E-Commerce SEO - Tips and Tricks
Combine this data with
all the products’
     rankings
http://www.link-assistant.com/rank-tracker/
MozCon - E-Commerce SEO - Tips and Tricks
The product name
My ranking for the keyword “Notebook Acer
    AS5350-2828 com Intel Dual Core”
HOW TO USE IT
Answer this question
What do you think is
  the best way?
Work on keywords that
rank in the TOP 5
OR
Work on keywords that
rank between the       10th

 and 15 th positions?
THE BEST WAY
Go for keywords
between the 10 th and

   15th positions
The product name
Filtered by keywords with
ranking between 10 and 15
Create unique product
descriptions for those
      products
Internal Linking
Seems to be a 101 concept but
I consider internal linking
   a crucial technique!
Consider
a website architecture
MozCon - E-Commerce SEO - Tips and Tricks
If I create a link from
     my home page
To a product page
This link will boost my
product page authority
And I will be able
to rank better, because I
  have more authority.
Usually we have
home pages like this…
MozCon - E-Commerce SEO - Tips and Tricks
Usually random products
My tip here is to
choose the products that
 you want to appear on
   your home page!
HOW TO DO IT?
Remember
the content creation
 PRO TIP we spoke
      about?
USE IT HERE
Select the products
that need a “push”…
…and place them on
 your home page.
You can
use the same idea in
 category pages…
MozCon - E-Commerce SEO - Tips and Tricks
MozCon - E-Commerce SEO - Tips and Tricks
and also
in buying guides…
http://www.pontofrio.com.br/dicas/ipad-3.aspx
http://www.pontofrio.com.br/dicas/ipad-3.aspx
Remember
 to make money,
you need control!
Link Building
Our main strategy is
Infographics!
http://imagens.extra.com.br/html/infografico/celular-no-brasil.html
http://imagens.extra.com.br/html/infografico/comparativo-tablets.html
http://conteudo.extra.com.br/html/infografico/uso-da-bicicleta.html
We used
Holidays
http://imagens.extra.com.br/html/infografico/tradicoes-de-natal.html
http://www.pontofrio.com.br/infografico/dia-dos-namorados.aspx
And explored
New Ideas
http://conteudo.pontofrio.com.br/html/infograficos/qual-video-game-tem-o-seu-perfil.html
We added a
XBox special
   offer!
http://imagens.pontofrio.com.br/html/infograficos/cafe/facebook.html
We added related
   products!
  (Coffee Makers)
We received a total of
346 new links from
102 root domains.
Competitive Analysis
It’s always good to
pay attention to your
    competitors
There are some
paid tools to estimate
 how much traffic a
 website is receiving
MozCon - E-Commerce SEO - Tips and Tricks
I like to
    monitor my
competitors’ search
  engine rankings
Remember
 our product
spreadsheet?
MozCon - E-Commerce SEO - Tips and Tricks
Use it
     to add your
competitors’ rankings
  to a new column
For example
we ran this analysis when
  the new iPad came to
   the Brazilian Market
MozCon - E-Commerce SEO - Tips and Tricks
Here are the
 iPad models’
specifications
http://mergewords.com/
This resulted in
48 combinations
We used an internal tool
to check the keywords’
       rankings
MozCon - E-Commerce SEO - Tips and Tricks
MozCon - E-Commerce SEO - Tips and Tricks
My rankings
My competitors’ rankings
Based on these websites’ rankings,
we created a dashboard
      like this…
MozCon - E-Commerce SEO - Tips and Tricks
Then you
add a bar graph
MozCon - E-Commerce SEO - Tips and Tricks
This bar graph shows us
how we are ranking
 compared to our
   competitors.
Final Thoughts
A special
thanks to Elias,
who believed in
  me from the
  beginning!
These guys
supported
me across
 the years!
“You can always achieve your
   dreams with hard work”
                  - My mom
Thank you!
Fábio Ricotta
       Co-Founder
        MestreSEO
http://www.mestreseo.com.br
       @fabioricotta

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