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SEO has become a lot more challenging for ecommerce brands in the last 12 months with plenty of SEO campaigns struggling to perform well in the long term. This session covers how brands need to think about marketing first and SEO second in order to futureproof their campaigns and deliver long term sustainable results and include some case studies about how we do this for our clients.
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Future proofing Ecommerce SEO
Ecommerce SEO Challenges • Content strategy
• Adding value
• User generated content
• Return to search
• Design, usability & making users love you
• Link clean-up & penalties
• Link strategy
• Reporting ROI with 100% of your keyword data “not provided”
What’s happening in SEO?
You can’t rank unless you
deserve to rank
SEO can’t push you higher
than you deserve in the long term
No cheating
No shortcuts
What Google wants The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfil their information needs.
Matt Cutts
Our strategy therefore is to make our clients a better search result than their competitors. We make them deserve to rank.
This can be split into two simple to understand factors:
• Creating more authority & being a better/more reputable company
• Making better landing pages, specifically your primary pages
Deserving to Rank
The current
CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
Structure Quality
Our
Interdependent Approach fits this landscape
Putting your brand at the centre of
Feeds the
Focus on Users
Content Strategy is driven by people Branded3’s study of a leading ecommerce website found that users who engaged with content before moving to a product page were 5x more valuable than those who landed on a product directly
It is essential that a content strategy centres around answering users’ questions
Identifying users Every site needs content that:
• Entertains
• Educates
• Persuades
• Converts
A content strategy means creating the right content to target the right users – we call this our conversation strategy.
Google Analytics
Social Listening
Market Research
Personas
Existing Contacts
Conversation Strategy
Keyword Research
Content Strategy Brainstorm
Define Assets
Asset Production
Technical Development
Publish
Blogger Outreach
Social Outreach
PR Activity
Visits
Shares
Rankings
Seeding
Blogger outreach
Media databases
Media relations
Response Source
Google Alerts
Paid media
Forum seeding
Social Bookmarks
Doing Real Stuff Would you do this if it didn’t help with SEO?
When you release a new page or piece of content would your MD or PR department tweet about it? Would they tweet a link built by your SEO team?
If not then you probably shouldn’t be doing it
SEO has to be integral to marketing
Hummingbird
Understanding which words in a query matter most & giving them more weight
Long tail & badly thought out queries get much better results
Users are more satisfied
Example Google wants to rank the best result for the query
Not just the one that best matches the keywords the user searched for
Satisfaction Other than low quality websites, the biggest cause of searchers not being satisfied is the fact that Google showed them something they just were not looking for
Even if most people are satisfied there are always certain segments of people that are totally unhappy with a search result
Hummingbird will allow Google to dramatically increase satisfaction rates by gaining a better understanding of what people actually want, rather than what they type into the search box
Return to Search You have a few seconds to get the visitors attention and persuade them that they have arrived at a site that will answer their query
If they go back to Google that’s a negative signal
Content Strategy
Content Audit Document
•Typography
•Readability
•Spelling/grammar
•Shareability
•Keyword use
•Copyscape report on
stolen content
•Social media shares
Shareable Content
•Brainstorming
•Competitor Analysis
•Examples &
screenshots from
competitors
Informative Content
•Research Q&A on
Yahoo Answers,
Quora, Facebook,
•Search for questions
in Analytics data &
keyword tool data
•Gap Analysis of
current content
•Examples &
screenshots from
competitors etc
User Generated Content
•Reviews –
implementation,
incentivisation etc
•Q&A section or Q&A
on product pages etc
•Forums, blog
comments, guest
blog posts, in-depth
content reviews
•Examples &
screenshots from
competitors etc
Site Structure
•Where does content
need to go (blog or
Q&A etc)
•How should the
sections be
structured
•Design & UI
• Interlinking between
sections
•Examples &
screenshots from
competitors
Content Roadmap Document
•Monthly or weekly
content plan
•Special events &
calendar
•Blog calendar
•PR calendar
Content Strategy Framework
http://b3.io/TBXFpw
http://www.copyblogger.com/content-marketing/
Reviews If you don’t have a user review strategy – why not?
Questions & Answers Why wouldn’t you do this?
Not Provided
Data Sources Not provided will be 100% soon – no more keyword data, attribution modelling becomes largely useless
Solutions
• Total organic visits to top landing pages
• Total search visits minus brand clicks from WMT data
• Estimated visits per keyword via rankings, CTR & search volumes
• Click share for product categories
Thank you!
Please email any questions to patrick@branded3.com or get in touch via twitter.com/patrickaltoft
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