helping customers find what they want. · 70 % 80 % state of seo in retail, survey. polling 200...

Helping Customers find what they want.

Warren Cowan, CEO & founder

Enterprise SEO for 15 years.

Founder of Greenlight Digital agency.

Expertise in search, ecommerce and web technology.

Orchestrated over 100 global search projects.

We believe websites and campaigns can

and should optimize themselves to reach

every searching customer.

…and without being limited or burdened by

the scale of the task, or the complexity of

their business and technology, or limited

resources.

SEO isn’t getting done!

If you want to grow revenue from Paid Search, there’s no shortage of places to go!

Need to measure, manage or push your affiliates harder?

You don’t need to look far.

Even social ads…

…you can make changes, and see revenue come out of the other end!

And for SEO…

It’s complicated!

You Need a Team of These

To Produce Loads of These..

And then you need to

give them to IT…

…and of course they’ll just drop everything to work on your problem.

So you CHOPthe recommendations back a bit.

Try to prioritise the

“Quick wins”!

Hoping IT will put them in this thing called the ‘backlog’

And then you wait…

And then you wait…

…and you wait

…while changes are debated and drip fed in over 12 – 24 months.

And then you wait…Suddenly…SEO doesn’t feel like a growth strategy anymore!

100k

70%

80%

State of SEO in retail, survey.

Polling 200 ecommerce executives and digital marketers.

Don’t have the technical resources or bandwidth to implement changes.

of spec’d SEO changes weren’t met in the last 12 months.

The majority of retailers spending on average, against SEO services.

• Education

• Governance

• Training

• Collaboration

• Workshops

How have we been trying to solve this?

“IT’S ALL B*LLOCKS!!!”

My time as an SEO

Actually Doing SEO

Reporting on SEO

Meetings about

SEOActually

Doing SEO

Reporting on SEO

Actually Doing SEO

Reporting on SEO

“We’re not going anywhere!”

“I’ve been doing this for a year and half now. “

“In fact…I’m not going anywhere”

“I’ve got no control”Meetings with people who ignored my advice &

have ruined the SEO…

Meetings advising others how not to ruin

SEO…

Meetings, training & educating on SEO

Meetings about the SEO reports

So how do we break this pattern and get it done?

We’re going to hitch our wagon to another horse.

Customers say they can’t find

what they want on your site.

Shoppers that want what you sell, cant find it on Google.

Most online retailers suffer from 2 very common & highly frustrating issues

Both these issues share a common cause

Customers say they can’t find what they want on your site.

Shoppers that want what you sell, cant find it on Google.

VisibilityRelevancyComprehensivenessEase of use of

HierarchyInformation ArchitectureContent

We’re going to change our focus

Customers say they can’t find what they want on your site.

Shoppers that want what you sell, cant find it on Google.

We’re going to repress our inner SEO …

• CEO/CFO/CTO• CX director• Head of Ecommerce• VP of Omnichannel• Commercial director• Head of IT

• SEO manager• Online marketing manager• Head of acquisition

Customers say they can’t find

what they want on your site.

We’re going to help these people sleep better at night, and get them to do our job for us in the process.

But what value do we have…

It’s complicated!

We know something… better than almost anyone else in the business

The toys & games category, in detail

We know what customers expectations are !

We’re going to use that data, to make sure we meet customer expectations.

To help them find what they want easier.

Help them do it quicker.

We’re going to give them a positive experience, that’ll grow conversions, increase RPV across the business.

We’re going to create a demand driven site!

Let’s take a look at ‘dresses’

Sort = Stock Availability?

Sort = Alpha A-Z?

Keyword management

We can see the picture of demand

How we facet now

2High priority attributes---------------------------------------High priority attribute class ordered based on demand such as ‘Categories’ & ‘Style’

1Additional categories---------------------------------------We should add new categories to the taxonomy, and bring the most popular ones, front and centre, benefiting the user and SEO.

Evening Dresses | Sequin Dresses | Going Out Dresses | Black Dresses | Maxi Dresses Pinafore Dresses | Red Dresses |

Plus Size Dresses | Shirt Dresses | White Dresses

3High priority values---------------------------------------Dominant values within attribute class, e.g. Colours like Red & White should be singled out and prioritised. Not hidden by default sorts.

4Boost Product Priorities---------------------------------------Dominant values within attribute classes can lead to more predictive merchandising based on customer intent. eg. Red Dresses & Maxi Dress.

Analytics shows that customer like our SEO changes UX enhancements

• 50% increase in RPV

• 100% increase in conversion rates on the new categories

• 25% increase in add to basket rate.

By helping customers find what they want

By focusing on your customers. You are also delivering on your

SEO!

However… your site is hugeHowever…your site is huge

The FoundIt! solution automatically humanises and prioritises your navigational real estate…

…according to what customers actually search for, in each of your categories.

FoundIt! gathers customer search language It uses that data to drive a pre-emptive approach to create categoriesCustomers and search engines discover what they want faster

1. Mine customer language

2. Align the category with user expectation

3. Build out taxonomy that customers want

4. Enrich the site in real time

4. Enrich the site in real time

5. Continue optimising

FoundIt! processes, implements and then reprocesses every week…

Over half million keywords 20,000 content, navigation and experience recommendations.

So if scale is your issue we can certainly help.

Quick Summary

• Turn down the SEO tune, & focus on the customer. Align to that agenda.

Meet customer expectation by using customer data to humanise & prioritise the customer journey.

Automation tools help you get SEO done at scale & make sure content and hierarchy changes with demand

Increased power buy in. More likely to get your SEO changes implemented

Tied to a higher purpose…customer experience!Your SEO changes are less likely to be ruined by someone else

Increased speed of changeImplement in days not months/years/never.

Automate intelligently…to increased volume of outputImplement 10’s of 000’s of changes across your website. Do it instantly and reconfigure the entire thing week after week as customer demand changes.

The benefit..

Helping Customers find what they want.

Get in touch

Warren Cowan, CEO & Founder – FoundIt!E: warren@foundit.comT: 0203 326 1888M: 07958 764476Skype: warrencowan

Chris Dunn, COO & Founder – FoundIt!E: chris.dunn@foundit.comT: 0203 326 1888M: 07973 642310Skype: chris.dunny

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