Seo for-ecommerce-sites-ps

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My SEO for ecommerce presentation at Internet World in April 2010

Transcript of Seo for-ecommerce-sites-ps

  • 1.SEO For Ecommerce Sites
    By Paul Spreadbury
    SEO Manager
    Just Search Ltd

2. About Me
Who am I ?-Paul Spreadbury
Position SEO Manager
Company Just Search Ltd
Expertise

  • Search Engine Optimisation

3. Pay Per Click 4. Ecommerce SEO 5. Website Architecture , link buildingExperience

  • Main SEO Consultant for www.sportsdirect.com

6. Main SEO Consultant for Ultralase 7. Manage all On Page SEO work for JS UK and FranceTwitter.com/paulspread
8. Learning Objectives
Learning Objectives

  • Why have an ecommerce website

9. Keyword Research for ecommerce sites 10. Analysing competitors 11. Site Taxonomy 12. Internal link structure 13. Common SEO ecommerce issues 14. Further Ecommerce SEO Advice 15. Link Building for ecommerce websitesTwitter.com/paulspread
16. Why Have an Ecommerce Site?
Almost instant changes to

  • Structure and Pricing

17. Marketing including promotions 18. Ability to sell your products online 19. Level playing ground. 20. Open 24hrs a day 7 days a week 21. Eliminate costs , Secure online paymentsUK Online ecommerce spending statistics

  • UK Spend Aug 2008 - 3.8 billion

22. UK spend 2008 - 43.8 billion**Figures from IMRG**
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23. Problems?
Too much choice.....

  • Which Platform should I use?

Each system has adv/disadvantages :

  • Support

24. Access 25. Duplication 26. Search Engine Friendly URLs 27. Hosting 28. Taxonomy Twitter.com/paulspread
29. Planning
Plan the following
Keyword Research
Review Competition
Site Structure

  • Fundamental part of SEO

30. Building Blocks of SEO 31. Helps provides rankings 32. Look for larger sites 33. What are they doing 34. It works for them 35. Taxonomy of site 36. Find long tail pages 37. Internal linkingTwitter.com/paulspread
38. Keyword Research
39. Keyword Research
Most fundamental part of any SEO campaign
Start with

  • Brainstorming -Discover top 10-20 terms

40. Think Customers think differently to you 41. Survey your customers 42. Ecommerce sites have hundreds of keywords 43. Use tools 44. Take your time and research keywordsTwitter.com/paulspread
45. Keyword Research Tools
Great keyword tools available

  • Google Adwords Keyword Tool (www.google.com/sktool)

-Related terms, search volume
-Shows competition, free

  • Wordtracker(www.wordtracker.com)

- Paid tool, great for long tail keywords
- Great for ecommerce websites

  • Keyword Discovery Tool (www.keyworddiscovery.com)

-Paid tool, lots of data (36 billions searches +)
-Looks at spelling mistakes, provides seasonal trends
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46. Create Keyword List
Export the data to Excel.You will have 3 types of keywords:

  • Competitive keywords

47. Niche Keywords 48. High Traffic less competitive keywords (important)Filter keywords by:

  • Create separate keyword lists for different categories

49. Remove really low search volume terms 50. Be realistic 51. Duplicates 52. Use SEOMOZ Keyword difficulty tool 53. Manually remove irrelevant termshttp://www.seomoz.org/keyword-difficulty
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54. Competitor Analysis
55. Review Competitors
You should now have a list of keywords

  • Time to review your competitition

56. Pick a selection of important keywords 57. High traffic, low competitionSearch term in Google

  • Home Page or inner page ranking?

58. Review site architecture 59. How many internal links does that page have 60. How many external links does the page have 61. Is the content optimised?Twitter.com/paulspread
62. What to Look For

  • Age of the domain

63. Architecture of the site 64. Content on the landing page 65. Overall content on the site 66. Internal/external Links (Yahoo Site Explorer) 67. Document Structure (H1, H2 etc) 68. Taxonomy 69. Discover Niche areas-High traffic-Low competition
-Poor optimisation
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70. Site Taxonomy
71. Decide on Site Taxonomy
Review Site taxonomy

  • Review Traffic data

72. Plan site structure around search terms 73. Optimised pages dont have to be bolted on 74. Now map your keywords to pagesTwitter.com/paulspread
75. Poor Site Taxonomy
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76. Map Keywords to Pages
Match keywords to pages in Excel

  • Review existing traffic data

Rules of thumb are:

  • 5 terms on home page

77. 2-3 terms on category pages 78. 1 term on the product page(s) 79. Think about taxonomy 80. Think about relevancy 81. Main keyword firstKeyword map example
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82. Internal Link Structure
83. Plan Your Internal Link Structure
More internal links = more strength
WEB PAGE
(PR 1)
PR 0.2
PR 0.2
PR 0.2
PR 0.2
PR 0.2

  • PR1 from 5 PR0.2 links

84. Important pages linked in template 85. More links to important sub categories 86. Clever site designpasses strength right places Twitter.com/paulspread
87. Implement Dynamic category linking
Stops page flooding with links
Example: www.sportsdirect.com

  • Main template contains links to top level categories

88. i.e. premier league teams 89. Click on premier league teams 90. Opens up secondary navigation 91. Shows other league teams 92. Stops the template being flooded with links 93. Useable for customers and search engines 94.