John Hickling - More than Just First Place - ionSearch 2012
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Transcript of John Hickling - More than Just First Place - ionSearch 2012
ionSearch 2012
John Hickling
Blueclaw
More than just first place Making your search listings more appealing to click
Reviews, Reviews, Reviews
• Offsite reviews o Get star ratings on your listings
o Monitor reviews and report the
inappropriate/malicious
o Reviewing you as a Retailer
• Onsite reviews
o Send follow up emails
o Encourage social sharing of reviews
o Reviewing the product
• Incentivise customers to leave reviews
Reviews
Result:
Product Videos
• Video recording now accessible to all
• What to cover
o Product Demonstration
o Product Review
o Unboxing
o Instructional Videos
• Show your passion
• XML Document submitted via Webmaster Tools
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:video="http://www.google.com/schemas/sitemap-video/1.1">
<url>
<loc>http://www.myonlineshop.com/my-super-awesome-product.html</loc>
<video:video>
<video:thumbnail_loc>http://www.myonlineshop.com/media/videos/super-awesome-product.jpg</video:thumbnail_loc>
<video:title>The Super Awesome Product 2012</video:title>
<video:description>We demonstrate the new super awesome product and how it betters last years super awesome product
</video:description>
<video:player_loc allow_embed="no">
http://www.myonlineshop.com/videoplayer.swf?video=superawesomeproduct</video:player_loc>
<video:duration>120</video:duration>
<video:uploader info="http://www.myonlineshop.com/users/johnboy">John Hickling</video:uploader>
</video:video>
</url>
</urlset>
Video Sitemap
Video Sitemap
Result:
Video Sitemap
Bonus points - link the uploader field to Google plus
HTML Schema
• Pass structured data to the search engines
regarding your product catalogue.
• Product data
o Name, Desription
o Price / Offers
o Manufacturer / Model
o Review Summary
• Search Results / Categories
o Number of Results
o Breadcumbs
HTML Schema
Result:
More About HTML Schema...
Jono Alderson
11:45 - 12:05
Main Auditorium
Google Shopping / Froogle / Merchant Centre / Google Content / Base
• Can drive up to 15% of sales
• Ensure prices and shipping costs are
accurate and up to date!
• Add tracking to URLs
• The more data you provide the better
o Especially EAN / UPC / MPN
Google Shopping / Froogle / Merchant Centre / Google Content / Base
Result: