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Ecommerce
SEO in 2012
@tomcritchlow
www.distilled.net
A Digital Shift
How To Deliver
  Documents
Content Curators Hold All The Power
Fuck Yeah Cowboy Boots is a real thing,
   and links to ecommerce websites
Gucci has 100s of pins (links) on
           pinterest
Etsy has over 9000
"If you want a
  preview of where
 we're headed with
  apparel go look at
the denim category,
 go look at women's
  jeans on Amazon.
   That'll give you a
little insight into our
         future."
http://www.excitingcommerce.com/2010/08/j
eff-bezos-on-amazons-fashion-strategy-.html
The Over-optimization Penalty




https://seogadget.co.uk/
beware-of-the-google-
over-optimization-
update/
Dive Head First Into G+. Now.
http://www.getelastic.com/why-google-matters-to-ecommerce-9-things-you-should-do-about-it/
Case Study: H&M
http://www.smartinsights.com/search-engine-optimisation-seo/seo-strategy/google-plus-seo/
Technical SEO
How To Deliver
  Documents
Schema & Markup




http://googlewebmastercentral.blogspot.com/2012/04/updates-to-rich-snippets.html
http://www.seomoz.org/blog/schema-examples
XML Sitemaps




http://www.seomoz.org/blog/multiple-xml-sitemaps-increased-indexation-and-traffic
Clean XML Sitemaps



“   We have a very tight
    threshold on how clean your
    sitemap needs to be. […] We
    want only a couple of
    percentage points of error.
     https://seogadget.co.uk/check-your-xml-sitemap-errors/
This is Bamboo




http://www.flickr.com/photos/29820142@N08/2942847811/sizes/l/in/photostream/
Pandas Love Eating Bamboo




http://www.flickr.com/photos/pagedooley/5402340884/sizes/l/in/photostream//
Something about GWT errors




      Love GWT Always
Google Loves Speed




http://www.flickr.com/photos/kevenlaw/2895
171747/sizes/l/in/photostream/
http://www.slideshare.net/
jcolman/building-
enterprise-seo-traffic-and-
sales-etail-west-2012
Content &
How  Links
    To Deliver
  Documents
Q&A Content Is Essential




http://www.seomoz.org/blog/the-huge-
untapped-potential-of-qa-content-for-seo
Basic Content Still Works
Categories as Content




                  http://producten.hema.nl/
Products as Content




  http://wish.co.uk/zombie-boot-camp/
Guest Posting or Content Marketing?



 “      As more of our attention
        shifts online, its only natural
        that the mantle Oprah held
        for a quarter of a century
        shifts to a digital native
 http://www.forbes.com/sites/michaelellsberg/2012/01/11/the-tim-ferriss-effect/
How To Deserve To Rank




http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
Allow your
 content to be
 remixed and
 hacked. Turn
 products into
    linkbait

http://artistmarketplace.moleskine
.com/
made.com allows you to vote on product
       development & design
>100 pins of this product page
The Promise of Content
(PS this is why kickstarter works)
Gucci has 6 million facebook fans
Sofa.com Film Nights
Video
How To Deliver
  Documents
Zappos have over 50,000 product
     videos (and >185,000 video urls
                indexed)

http://blogs.zappos.com/fif
tythousand
Product Video Results
Higher Conversions                                Stay Longer


64% -85%                                          2min Longer
                                                  Average stay when engaged
More likely to purchase after                     with video
watching a product video                          Comscore 8/2010
Internet Retailer 4/2010 / Comscore 8/2010




Search Enhancement                                Offline Impact

53x Higher                                        6% increase
Likelihood of a front-page                        In in-store sales
                                                  Reckitt Benckiser, Nielsen, May 2010
Google result
Forrester, 1/2010




                                             This slide stolen with permission from TippingpointLabs.com
How Do I Get Video Results?




http://www.distilled.net/blog/video/getting-video-results-in-google/
How Do I Produce Videos?




http://www.slideshare.net/philnottingham/incorporating-video-into-your-link-building-strategy
Ecommerce SEO in 2012
slideshare.net/tomcritchlow/
Tom Critchlow
VP Operations NYC
www.distilled.net
tom.critchlow@distilled.net
@tomcritchlow

Fiercely curious. Passionate
  about learning. Email me!

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