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Benjamin Spiegel, MMI Agency

SEO for Ecommerce - What You Need to Know

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Why are we here today?

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Titans of the internet

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Showrooming

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Evolution of Google SERP

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Behavioral evolution

Oct2015

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BrandHuggiesPampers

ProductDiapers

Babywipes

ResearchDiaperrash

Newborncare

Keyword types

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Amazon’s channels

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•  Everydaypurchasesandone-timebuys

•  Subscribeandsave•  12milliondailyvisitors•  Nationaldistribution•  Spends~$500/year

Amazon

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•  Homedeliveryoffulllineofgroceries

•  Nextdayandearlymorningdelivery

•  $299annualfee•  AvailableinSeattle,Los

Angeles,SanFrancisco,NewYorkCityandPhiladelphia

Amazon Fresh

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•  Launchedin2014•  Primemembersonly•  Boxofitemsdeliveredforaflat

$5.99deliveryfeeperbox•  Allowsyoutopurchasegroceries

andhouseholdproductsthataretraditionallycostprohibitivetoship

•  Nationaldistribution

Prime Pantry

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Amazon’s loyalty programs

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•  $99/year•  Freetwo-dayshippingon

Primeitems•  Exclusiveaccesstomoviesand

TVshows,ad-freemusic,unlimitedphotostorageandKindlebooks

•  Spends~$1,350/year

Prime

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•  $99/year•  Freetwo-dayshippingon

Primeitems•  Save20percentondiaper

subscriptionsplusadditionalfamily-centricdiscounts

•  Spends~$2,250/year

Prime Family

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•  $49/year•  Freetwo-dayshippingon

Primeitems•  Exclusiveaccesstomovies

andTVshows,ad-freemusic,unlimitedphotostorage,andKindlebooks

Prime Student

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Winning on Amazon (And pretty much all other e-retailers)

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Three principles

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•  Availability•  Pricing•  Packaging•  Bundling•  Fulfilment

Logistics

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•  Productdescription•  Images•  Enhancedcontent•  Questionsandanswers•  Ratingsandreviews•  Videos

Content

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•  Prime•  Subscribeandsave•  Coupons•  Pantry•  Options•  Deliverytime•  Salesrank

Product features

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How to optimize for search

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DISCLAIMER

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Way too much text (for SlideShare)

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Title (single most important factor)

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UnlikeGoogle,keywordfrequencyisirrelevant:•  Focusoncustomerbenefits•  Provideproductdifferentiators

todriveconversion•  Incorporatehigh-traffickeywords•  Includeproductandkeywordvariations

Product bullets (five)

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Description

ProductDescriptionDon'twasteyourtimedrivingtothepetstoretopaytwicetheprice!Ourpetidtagsareperfectforyourfurryfriendanddeliveredrighttoyourdoor.Wehavemanydifferentcolors,shapes,andsizestochoosefrom.AvailableforCats,DogsandBirds.Allorderswillbeprocessedwithin2-3businessdaysandshippedviaUSPSFirstClassMail.

ProductDescriptionNew&Improved-absorbquicklytohelpstopleaksandofferupto12hoursoflong-lastingleakageprotectiontokeepbabydrythroughoutallhisdailyadventures.

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Addhiddenkeywordstoeachproductlisting,suchas:•  Synonymsandspelling

variations•  Relatedkeywords•  Competitiveterms

Hidden search terms

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CustomerreviewsareindexedonGoogleandrankverywellduetoAmazon’sauthority.

Reviews

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CategorizationisimportantforsalesrankandcategorysearchandwillbenefitfromAmazon’sAdWordsstrategy.

Category information

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Amazonrewardsproductsthatsell:highersales=betterorganicranking*CRAPList*

Sales performance history

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Amazonwillrewardsellerswhoarewinningthebuybox.•  Price•  Fulfillmentmethod•  Inventory•  Sellerperformance•  Customermetrics

Winning the buy box

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Productsthatconvertbetterrankhigher.

Conversion rate

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How to optimize for sales

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PrimeproductsandproductseligibleforfulfillmentbyAmazoncanleadtohigherconversions.

Prime

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ReviewsinfluencetheCTRonAmazon,increaseconversionrates,highlightresultinGoogle,drivepurchases,and(iffresh)improverankings.

Reviews

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Peoplewanttotouchtheproduct,experienceit,andseetheback,thefront,andthelabel.Andmostofall,theywantvideos.

Images and videos

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Contentisstillking.Qualitycontentcanhelpsearch,salesandawareness.

Compelling content

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A+contentcanbeaddedtotheproductpagetoprovideadditionalmarketinginformation,imagesandproductdetails.A+descriptionscanboostsalesby3to10percent.

A+ enhanced marketing content

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CustomerQ&Asdriveconversionratesandincreaseorganicreach.

Customer questions and answers

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Sales rank

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Subscribeandsaveisagreatwaytocreatelong-termROIandbuildlastingrelationships.

Subscribe and save

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CouponsandpromotionscanbeleveragedtodrivefurthercustomerengagementfromtheSERPandconversionontheproductdetailpage.

Merchandising

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Whilevariationsarecounterintuitivefromashelf-dominationperspective,theyhaveshowntodriverbettercloserates.

Variations

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One more thing…

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Amazon Marketing Services (AMS)

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AMSdrivestrafficandcapturesengagedcustomerswithhighlytargetedads.•  High-visibilityplacementsacross

desktopandmobile

•  Targetbykeywordorproduct

•  Costperclick

•  EasilymanagecampaigncostsandROI•  Optimizeperformancewithdetailed

salesreports

What is AMS?

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AMS ad types

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Pros

AMS vs AdWords comparison

Cons•  LowerCPCs(upto10x)•  Bottomofthefunnel•  MeasureableROI•  Long-termvalue•  Lowcompetition(fornow)•  Endtoend

•  Lowervolume•  Verymanual

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Important notice

QualityASINs

Availableinventory AMS

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Tomorrow for CPGs

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BrandHuggiesPampers

ProductDiapers

Babywipes

ResearchDiaperrash

Newborncare

Keyword types

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Key takeaways

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Keys to success

•  ASINqualityiskey.•  Getlogisticsrights.•  ThinkSEO.•  Testandlearn.•  InstigateUGC.•  PartnerwithAmazon.•  Amplifyviapaidmedia.

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