Advanced SEO for Ecommerce Sites - Patrick Altoft at Ecommerce Expo 2013

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This presentation will cover how brands and ecommerce sites can position themselves to take advantage of future Google updates and deliver long term sustainable rankings.

Transcript of Advanced SEO for Ecommerce Sites - Patrick Altoft at Ecommerce Expo 2013

  • 1.Advanced SEO for Ecommerce Sites By Patrick Altoft, Director of Search @patrickaltoft

2. The current CITATIONS BUILD CONVERSATIONS NEWS Sentiment SOCIAL Authority Relevance Freshness is listening to DESIGN CONTENT BLOG Engagement Satisfaction Structure Quality 3. Ecommerce SEO challenges Content strategy Adding value User generated content Return to search Design, usability and making users love you Link clean-up & penalties Link strategy Reporting ROI with 100% of your keyword data not provided 4. 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 create a better search result for our clients than their competitors. This can be split into two simple to understand factors: Creating more authority and being a better/more reputable company Making better landing pages, specifically your primary pages 5. 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, Twitter 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 6. 7. 8. Reviews If you dont have a user review strategy why not? 9. Questions & Answers Why wouldnt you do this? 10. The Future (& present) of SEO 11. 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, thats a negative signal. 12. Manual Penalties 13. Penguin 2.0 14. Clean-up is Future-proofing 15. Doing real stuff Would you do this if it didnt 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 shouldnt be doing it. SEO has to be integral to marketing. 16. Data Sources Not provided will be 100% soon, attribution modelling becomes largely useless 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 17. Thank you! Please email any questions to or get in touch on Twitter: @patrickaltoft