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Amazon and Google: SEO Priorities

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Amazon and Google are very different search engines. But you need to pay attention to them both. This presentation covers the basics.

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Amazon and Google: SEO Priorities

  1. AMAZON & GOOGLE SEO PRIORITIES 2017 EDITION
  2. ASK ME QUESTIONS seriously, i’m ok with it @portentint facebook.com/ian.lurie portent.com/blog
  3. hi. i do seo.
  4. NO
  5. Buy our running shoes. They’re the best running shoes you’ll find. We have pink running shoes, brown running shoes and running shoes that help you run. They’re shoes. For running. SEO…?
  6. WE’RE MORE LIKE THIS LET’S TAKE THIS A STEP AT A TIME, SHALL WE?
  7. GETTING INSIDE A SEARCH ENGINE’S HEAD
  8. I READ PATENTS I READ PATENTS
  9. WE, ER, COLLECT RESULTS nothing to see here. Move the $#@! along.
  10. AMAZON INDEXES ITS OWN DATA
  11. Things that are the same
  12. Delivers results based on relevance and behavior
  13. Scarcity Single-factor search
  14. Critical Strategy Optimize products with fewest sellers
  15. Relevance Does this make sense?
  16. Amazon provides no query data
  17. So dig for it
  18. EBAY: Terapeak Keywords
  19. Search suggest
  20. Search suggest
  21. Search suggest
  22. Google Insights for Search
  23. Keyword Prioritization Title Keywords Product description Bullets
  24. Many sellers = Weak correlation
  25. Fewer sellers = Strong correlation
  26. Ideal Product Title Brand + Line + Material + Attributes
  27. Ideal Product Title Keyword close to start
  28. Ideal Product Title Sockmakers Zombie Socks Blue SM 4 Pack
  29. How about in the content and bullets?
  30. Aim for persuasive, not keyword-rich
  31. In the keywords?...
  32. Unknown: No data (but common sense)
  33. Build product “freshness” Poke around with updates
  34. I wrote a book
  35. Less relevant than a camel
  36. 20 minutes after title change
  37. 20 minutes later
  38. Questions
  39. AnswerThePublic.com
  40. Answerthepublic.com
  41. “This airbrush is designed for miniatures”
  42. Update description to answer questions
  43. Rely on Amazon’s query segmentation
  44. RC Cars
  45. RC Cars
  46. RC Cars Radio Controlled Toys
  47. RC Cars Radio Controlled Toys Remote Controlled Vehicles
  48. Don’t repeat product name or other keywords (Doesn’t help them sell more stuff)
  49. EXCEPT…
  50. What’s Changed
  51. “Remote Controlled Moose Call” 2016
  52. “Remote Controlled Moose Call”
  53. “Remote Controlled Moose Call” 2017
  54. “miniature terrain”
  55. More weight to keyword field? Less weight to titles? Magic?
  56. Word vectors…? Word Vectors…?
  57. REDUCED CORRELATION W/ REVIEWS
  58. REDUCED CORRELATION W/ REVIEWS
  59. Quality + Count + Velocity + Votes - Simplicity– Patterns – Trends
  60. Cough.
  61. Behavior Did the customer click? Did the customer buy? Did they like it? Did they like who they bought from?
  62. Product performance for key phrases determine rankings
  63. For this, I paid and got up early? for this, i paid?
  64. Rank well so you can perform well so that you can rank well
  65. Provide evidence that you’ll sell more stuff
  66. Try some phrase targeting
  67. “To buy my book, search ‘one trick consulting’ on Amazon”
  68. One Trick Consulting
  69. That proves you can sell more stuff for “consulting”
  70. Where Amazon’s Going
  71. Voice
  72. Oy.
  73. Oy vey.
  74. Scarcity Single-factor search
  75. Focus on what Amazon wants
  76. HISTORY MAJOR
  77. GOOGLE INDEXES OTHERS’ DATA
  78. Google is indexing massive, ridiculous, mind- numbing amounts of unstructured data
  79. They want to sell more ads Which means they need more page views
  80. For that, they need to give the right answers
  81. Delivers results based on relevance, behavior and authority
  82. Multi-factor search
  83. What’s Changed
  84. i will kick your @#!$ Google Panda is now part of the algorithm
  85. i will kick your @#!$ Google Panda Measures site quality That panda? He’s a wimp. Google Penguin is now part of the algorithm
  86. Don’t Get Cute
  87. Nope
  88. Hell no
  89. Tell ‘em Ian Said To
  90. The Coming SSL Apocalypse Get on HTTPS by November, 2017
  91. The Mobile-First Index
  92. Costs you “crawl budget” The Big Change: Rankbrain
  93. Old way My Dog My dog’s name is Alfred. He’s a great dog. Some small dog breeds are yappy. Not Alfred. He’s a total prince. Except when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously consider jamming him in the microwave. But that dog is so damned adorable I just can't wedge him in there.
  94. New way My Dog My dog’s name is Alfred. He’s a great pup. Some small breeds are yappy. Not Alfred. He’s a total prince. Except when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously consider jamming the mutt in the microwave. But he's so damned adorable I just can't wedge him in there.
  95. Things that are the same
  96. Your first job: Visibility aka “hygiene”
  97. Google provides some insight into site health
  98. Set up Search Console
  99. All this lovely data…
  100. All this lovely data…
  101. But herein lies madness
  102. Get a crawler, or a “health check” toolset
  103. Screaming Frog
  104. Moz
  105. I-N-F-R-A-S-T-R-U-C-T-U-R-E
  106. Avoid duplicate content
  107. May be duplication
  108. /purplepeopleeaters /purplepeopleeaters?p=1
  109. www.mysite.com www.mysite.com/index.html mysite.com whoa say what now?
  110. Costs you “crawl budget” i’m outta here
  111. Don’t remove out-of-stock products that will be back
  112. Product
  113. Links
  114. Poof
  115. Your customers
  116. “Sorry, this isn’t in stock right now. Here are some other options. Or, we can notify you when it’s back.”
  117. Preserves authority Avoids redirects and broken links
  118. Your second job: Quality (impacts behavior)
  119. Google looks at dwell time, bounce rate and clickthru rate
  120. Compress images (for a faster site)
  121. 700kb png 64kb jpg
  122. IMAGEOPTIM/CAESIUM
  123. 1.1 megabytes
  124. 227kb
  125. Google search console
  126. More quality signals: Responsive design Writing quality Server response
  127. Your third job: Relevance
  128. Use the right words
  129. Google is Trying To Structure Data: The Answer Box
  130. “I sell athletic footwear! Not running shoes!” “Philistine!”
  131. AUDIENCE Google Insights for Search
  132. Adwords keyword planner
  133. Onsite search data
  134. Moz Keyword Explorer SEMRush AlchemyAPI
  135. Answer the right questions
  136. Google Suggest
  137. Google Suggest
  138. Google Suggest
  139. AnswerThePublic.com
  140. Target these in product descriptions “[Model name] is best for overpronators”
  141. Put words where they should be
  142. Title tags The most influential on-page ranking factor
  143. Titles must pass the blank sheet of paper test
  144. Will this, written on a blank sheet of paper, make sense to a stranger?
  145. Deer kill 10,000
  146. Supreme Court Tries Sodomy
  147. Description tags No direct ranking impact
  148. Keywords Tag: No
  149. Update existing content
  150. Find older product descriptions & other content
  151. This is an old answer. Write a new one:
  152. Update product language to answer new questions
  153. Update language to better describe features
  154. Strong Relevance Signal: Descriptive Navigation
  155. Do you sell “products?” Or “shoes?”
  156. Blank Sheet of Paper Test, 2.0
  157. More relevance signals: Structured markup On-page links ALT attributes
  158. And then authority
  159. Links
  160. Links are votes
  161. Fix broken links, first
  162. Opensiteexplorer.org
  163. Easiest link acquisition ever Opensiteexplorer.org
  164. Google Search Console
  165. Google Search Console
  166. Consolidate?
  167. Nofollow: No
  168. Yes, there is lots more Response codes Canonicalization … This is a starting point
  169. Show Google you have the right answers
  170. HISTORY MAJOR
  171. QUICK TIPS FOR HIRING AN SEO
  172. HIRE US.
  173. NEVER hire if they say
  174. “It’s a secret”
  175. “We have connections at Google”
  176. “We guarantee results!!!”
  177. DO hire if
  178. They don’t make you feel dirty
  179. They explain what they’ll do and how
  180. Amazon and Google Nothing in Common
  181. Except we need them
  182. Next steps
  183. First, do no harm
  184. Work through these tips
  185. Remember what they want
  186. ian@portent.com @portentint Slides & links www.portent.co/amazonseo I regret nothing

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