O palestrante Chris Boggs no Expon 2011 fala sobre SEO no E-Commerce

1. SEO Best Practices and Considerations for eCommerce
Sites
July 22, 2011
Chris Boggs – President, SEMPO, and Director, Rosetta
@boggles
www.sempo.org

2. About Me
Chris Boggs
• President of SEMPO, a global non-
profit search marketing association
• SEO Director – Rosetta:
Independent Publicis Brand as of
July 1, 2011
• Married father of two
• Started SEM in health insurance
space in early 2000’s
• Extensive experience with
optimizing eCommerce sites
including IBM, ATG, Microsoft…
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3. Agenda
■ SEO Hierarchy
■ Competitive Analysis
■ Projecting ROI
■ SEO Strategy for Universal SERPs
■ Technical/Structural Considerations
■ Content and Digital Assets
■ Inbound Linking
■ Measurement and Reporting
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4. The SEO Hierarchy
Credit to Chris Cotton and Rosetta.com
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5. Competitive Analysis
In order to develop a strategy, the best methodology is to lead by gaining a
strong understanding of the competitors in your space
• Use the keyword research you performed to identify top-ranking sites.
•
BeijingCreating a matrix can be a helpful tactic.
Scandinavia
• Set up a spreadsheet to measure your stats against the competitors
• Just a few examples:
YOUR-SITE.COM 127 104 2,745 47
Google # of Bing # of
pages pages # links to # links to top [CATEGORY]
Competitor Indexed Indexed domain page
New York
Widgets-R-Us 5,900 3,700 38,958 3,700
We Heart Widgets 451 340 1,000,000 7,644
Widgets Rule 189 132 3,250 317
Widgets for Digits 442 544 5,280 1,500
Prague New York Canada
Arizona
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6. Enterprise Competitive Analysis
In lieu of Microsoft Excel (every
SEO’s favorite tool), Enterprise
level solutions exist and are worth
the investment especially to
support large scale SEO. Examples
include Brightedge, Conductor, and
Sycara.
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7. Predicting ROI
In order to get the right budget for the job, ROI projection can be very helpful
• Once ceilings and past performance are measured, Average and Accelerated
SEO projections can be made and matched to average order value + conversion
% to project ROI.
Avg Multiplie
2008 08-09 2009 Variance 2010 Multiplier r
Average
Visits Orders Conversion Visits Orders Conversion Budgeted Growth Accelerated
Jan 484,538 4,417 0.91% 626174.5 767,811 4,192 0.55% 58.46% Jan 366,221 366,221 366,221
Feb 604,132 5,435 0.90% 872922.5 1,141,713 6,421 0.56% 88.98% Feb 408,643 408,643 0.5 408,643 0.5
Mar 747,620 8,016 1.07% 1009150 1,270,680 7,344 0.58% 69.96% Mar 593,322 454,118 0.45 454,118 0.45
Apr 973,196 7,896 0.81% 971220.5 969,245 6,293 0.65% -0.41% Apr 502,991 485,610 0.5 485,610 0.5
May 926,672 7,227 0.78% 928210 929,748 6,031 0.65% 0.33% May 635,283 556,926 0.6 556,926 0.6
Jun 1,099,119 9,598 0.87% 1187610 1,276,101 7,830 0.61% 16.10% Jun 787,571 771,947 0.65 890,708 0.75
Jul 909,258 7,662 0.84% 854481 799,704 5,291 0.66% -12.05% Jul 617,808 640,861 0.75 726,309 0.85
Aug 841,618 6,428 0.76% 791116.5 740,615 4,939 0.67% -12.00% Aug 572,908 672,449 0.85 751,561 0.95
Sep 944,054 7,670 0.81% 924479 904,904 3,959 0.44% -4.15% Sep 644,788 832,031 0.9 970,703 1.05
Oct 762,166 4,905 0.64% 608066.5 453,967 1,385 0.31% -40.44% Oct 525,892 668,873 1.1 729,680 1.2
Nov 763,152 5,298 0.69% 572311 381,470 1,055 0.28% -50.01% Nov 628,977 744,004 1.3 772,620 1.35
Dec 961,430 7,788 0.81% 739525.5 517,621 1,815 0.35% -46.16% Dec 853,672 1,035,336 1.4 1,146,265 1.55
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8. Self-Correcting Forecasts
If something improves performance for the remainder of the year, it would be
nice to know in real time. But what if it’s a just a one week sale that throws
numbers off?
Curveball. Did they Ok things are coolingHmm, trending down. Dust has settled.
fix a bug? Let’s down, but still above Evidence that it was a Forecast returns to
On track.
project it. the original forecast. promotion/event. normal levels.
+ +? - -
Credit to Aaron Smith and Rosetta.com
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9. Brazil – Get Ready for Changes
■ Current Google.com.br SERP:
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10. Examples of Current Google.com SERPs
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11. Setting a Breathing Strategy
Once competitive analysis is done, you should be in a position to begin to
understand your site’s shortcomings.
• Do you have too few pages indexed?
• Do you not have enough links?
Beijing Scandinavia
• Do you simply not have the right keywords in the right places?
All these questions can be answered by going through a full optimization process, and setting up an
ongoing program to maintain and increase performance over time. Starting with a technical review
and overhaul, then optimizing content and working on inbound links will lead the way to success
PATIENCE IS KEY!
New York
Tech Content Linking
Prague New York Canada
Arizona
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12. Technical SEO
Search Engines are considering site performance to be a greater factor in
determining rankings.
• Google has come out recently against “soft 404s,” and has continuously provided tools for
webmasters to help make their sites easier for crawlers to “digest” and index.
Beijing Scandinavia
New York
Prague New York Canada
Arizona
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13. Technical SEO
There are a few primary things to consider improving, from an SEO technical
perspective
• If possible, your URLs should contain keywords. Ask your developer if he/she can “rewrite”
ugly commerce application-driven URLs to appear like the following:
Beijing
www.DOMAIN.com/awesome-widgetsScandinavia
• Your pages should return proper server responses. An error page should tell the server (and
the search engine crawler) that the page is dead, or it should redirect to a new version using a
“301” permanent redirect (versus a 302 “temporary forward”) (*some exceptions to this rule exist)
• Your pages (especially the home page and top-target pages) should load fast
• Your content (all of it) should be New Yorkto the search engines, including your links. The
visible
following tool will let you know what a search engine “sees” when it visits a page on your site:
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Arizona
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14. The Importance of Unique Content
■ Content “uniquity” can be the biggest opportunity in your space
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15. Why Digital Assets are King
■ Digital Assets provide both
unique content as well as
diversified inbound linking
patterns – Plus Google loves
them
■ Just don’t overdo it – you
don’t need 5 videos for each
way to change a cartridge
(left-hand, right-hand, during
day, night, etc)
■ Additional content on other
domains will help reputation
management
Source: ehow.com
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16. Inbound Link Growth and Maintenance
Links are what provide authority to your pages – without them, you are
unlikely to perform for competitive keywords
• There are a number of ways to improve existing links and get new links, but they break into
four primary buckets: Trusted
Beijing Scandinavia Website
(.com)
1. Direct Access
Trusted
Website
2. Direct Requests (www.DOMAIN.com)
(.com)
3. Paid Links Trusted
Website
4. Social Media (.org)
New York
Trusted
Links should be developed to all pages on a site Trusted Governmental
Educational Site
Site (.gov.br)
The two key elements of a good link:
(.edu)
1. Relevance
Prague New York Canada
2. Authority Arizona
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17. Performance Measurement
Without measuring your performance, you will not really know how well you
are doing. Don’t simply be happy with “more calls”
• In order to gain the most value out of SEO, you have to monitor performance, and make
adjustments to strategy, such as increasing content on a particular topic, or getting more links
pointed to a particular page Scandinavia
Beijing
• if you are not using tools to monitor performance, set up a free Google Analytics account in
order to best understand your organic traffic from across search engines
• Tools such as Rosetta-partner ClearSaleing offer ways to measure multiple touch points with
a domain:
Scenario Total Paths % of Paths
User's Path Starts in Paid Search 43,010 58.83%
Closes in Paid Search 41,575 56.87%
Closes in Organic Search 518 0.71%
Closes Outside of Search 565 0.77%
User's Path Starts in Organic Search 11,017 15.07%
Closes in Paid Search 331 0.45%
Closes in Organic Search 10,299 14.09%
Closes Outside of Search 228 0.31%
User's Path Starts Outside of Search 18,949 25.92%
Closes in Paid Search 902 1.23%
Closes in Organic Search 353 0.48%
Closes Outside of Search 17,662 24.16%
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Arizona
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18. Questions?
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19. www.sempo.org
www.rosetta.com
THANK YOU!
chris.boggs@rosetta.com
@boggles