how to solve the e-commerce seo puzzle
DESCRIPTION
How to untangle the puzzle that is ecommerce SEO There is little doubt that competition within the online marketplace is fierce, performing SEO on any ecommerce site is not desirable, it now an essential ingredient for any business selling online. Not only is it extremely difficult to compete against the ecommerce giants that are currently dominating the landscape, but most ecommerce sites by their very nature go against good SEO.TRANSCRIPT
How to untangle thepuzzle that is….
eCommerce SEOAdam VowlesSUSO Digital
Introduction
Adam VowlesSUSO Digital
Our Guests
Dan Shureevolving SEO
Ross HudgensSiege Media
Common eCommerceIssues
1. Site design and usability1. Site architecture2. On-page SEO3. Duplicate content4. Mobile Search5. Schema
2. Content Creation3. Link Building
Design and UsabilityHome
Category 1
Page
Sub Page
Page Page
Category 2
Page
Page
Category 3
Page
Page
Design and UsabilitySite architecture
1. Keep it simple2. Seamless user experience3. Site links4. Crawled and indexed
http://www.amazon.co.uk/
Design and UsabilityOn Page SEO
• Unique product description • Target the longer tail keywords • Design your product pages as
landing pages• Tailor your URL and copy to
include keywords• Minify images• Titles, Headers, ALT tags• Site speed
http://ao.com
Design and UsabilityDuplicate content
How to find duplicate content• site:example.com• Screaming frog• Webmaster tools• Copyscape / siteliner
How to fix duplicate content• Removal • Redirects• rel="canonical“ http://www.siteliner.com
Design and UsabilityThe importance of mobile
1. Mobile search is different 2. highly localized information3. Focus on user experience4. Have a mobile-friendly site5. Speed6. Understand User Intent
http://www.unitedpixelworkers.com/
Design and UsabilitySchema
• One of the most powerful forms of optimisation
• Vastly improve click through rate• Rich snippets can increase SERP click
through by 30%• Googles Structured data markup helper
Content creation
Content creationTools:
• Quora• Yahoo Answers• UberSuggest
• BuzzSumo• AllTop.com• Feedly• Forums• Blogs• Social
Keep in mind:
1. Do not just copy 2. Focus on what makes you special3. What problems do you solve?4. What do your customers care about?
Content creation
guides.wiggle.co.uk
• Find common issues• Create guides
Link Building
Link Building• Create a list on Twitter of the key influencers in your industry• Public Relations• Leverage existing relationships • Leverage unlinked brand mentions• Provide discounts or giveaways• Provide a product cheaper or a better alternative• Broken link building • Build links with images• Create cornerstone content such as glossaries or buying guides• Turn your internal data into case studies
