1. ionSearch 2012 -Expert Panel Suite
SEO For Ecommerce
Jonathan Alderson – SEO & Data Insight Manager, Twentysix -
Moderator
John Hickling – Head of Ecommerce, Blueclaw
Daniel Bianchini – Senior SEO Consultant, SEOptimise
Stu Owens – Head of SEO, Bloom Agency

2. ionSearch 2012
Stu Owens
Bloom Agency

3. 18th April 2012
5 Killer SEO Tactics for Ecommerce iOnSearch

4. Stu Owens
Head of Search, Bloom
– 7 years in SEO & Digital
– Client side and agency side
– Ecommerce background
– International SEO
@samuistu
sowens@bloomagency.co.uk
Ecommerce SEO

5. 1. Page & Keyphrase Targeting
2. Filling in the gaps
3. Error Management
4. Use your Data
5. Connect with your Audience
5 Killer SEO Tactics for Ecommerce

6. What are your verticals worth?
Category Sub-category Product
High traffic, low High traffic, medium Low traffic, high
conversion conversion conversion
1: Page & Keyphrase Targeting

7. Allow your products to be found, not searched for.
✔
✗
Images from Distilled
1: Page & Keyphrase Targeting

8. Brand – ‘Fufff’
Home Page
Head – ‘widgets’ Category 1 Category 2
Sub- Sub Sub Sub
Mid – ‘kitchen widgets’ Category 1.0 Category 1.1 Category 2.0 Category 2.1
Product Product Product Product
Long Tail – ‘Sony
LP67THX Widget’’
1: Page & Keyphrase Targeting

9. 1. Identify what you have (brand, non-brand)
2. Know what needs to be done
3. Make it happen
2: Filling in the Gaps

10. 3: Manage Page Attrition
• Look for Errors:
– Screaming Frog SEO Spider
– GWT
– Xenu
• 404s, 302, 301s
• Error fixing is essential for
site & link stability
3: Error Management

11. Out of Stock? Out of Luck!
Oh dear indeed!
• Products gather links naturally.
• Don’t lose out on links!
• 301 up to the category level – capture the link value
• Alternatively, 302 if temporary.
3. Error Management

12. Your customer data can tell you more than just sales!
4: Use Your Data

13. • Data infographic!
– Linkbait campaign
– News / media links galore!
4: Use Your Data

14. • Find the conversation – and engage!
– Finding influential people (twazzup, twitter)
– Appeal to their vanity – create dialogue
– Blogger badges – with links FTW!
5: Connect with your Audience

15. 18th April 2012
5 Killer SEO Tactics for Ecommerce iOnSearch

16. ionSearch 2012
John Hickling
Blueclaw

17. More than just first place
Making your search listings more appealing to click

18. 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

19. Reviews
Result:

20. 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

21. Video Sitemap
• 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>

22. Video Sitemap
Result:

23. Video Sitemap
Bonus points - link the uploader field to Google plus

24. 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

25. HTML Schema
Result:

26. More About HTML Schema...
Jono Alderson
11:45 - 12:05
Main Auditorium

27. 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

28. Google Shopping / Froogle / Merchant Centre / Google Content / Base
Result: