Figaro Search Seminar: Futureproofing Ecommerce SEO - Patrick Altoft

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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.

Transcript of Figaro Search Seminar: Futureproofing Ecommerce SEO - Patrick Altoft

  • 1.Future proofing Ecommerce SEO

2. 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 3. Whats happening in SEO? 4. You cant rank unless you deserve to rank 5. SEO cant push you higher than you deserve in the long term 6. No cheating No shortcuts 7. 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 8. Deserving to Rank 9. The currentSentimentEngagementNEWS DESIGNBUILDQualityStructureCITATIONSis listening toCONTENTCONVERSATIONSAuthority BLOGSatisfactionSOCIALRelevanceFreshness 10. OurInterdependent Approach fits this landscape 11. Putting your brand at the centre ofFeeds the 12. Focus on Users 13. Content Strategy is driven by people Branded3s 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 14. Identifying usersGoogle AnalyticsPersonasSocial ListeningEvery 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.Existing ContactsMarket Research 15. Conversation StrategyKeyword ResearchAsset ProductionBlogger OutreachVisitsContent Strategy BrainstormTechnical DevelopmentSocial OutreachSharesDefine AssetsPublishPR ActivityRankings 16. Blogger outreach Social BookmarksForum seedingMedia databasesSeedingMedia relationsResponse SourcePaid media Google Alerts 17. 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 18. Hummingbird 19. 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 20. Example Google wants to rank the best result for the query Not just the one that best matches the keywords the user searched for 21. 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 22. 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 23. Content Strategy 24. Content Strategy Framework Content Audit Document Typography Readability Spelling/grammar Shareability Keyword use Copyscape report on stolen content Social media sharesShareable Content Brainstorming Competitor Analysis Examples & screenshots from competitorsInformative ContentUser Generated 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 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 etcSite 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 competitorsContent Roadmap Document Monthly or weekly content plan Special events & calendar Blog calendar PR calendar 25. 26. 27. Reviews If you dont have a user review strategy why not? 28. Questions & Answers Why wouldnt you do this? 29. Not Provided 30. 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 31. Thank you! Please email any questions or get in touch