SEO for Ecommerce- What You Need to Know By Benjamin Spiegel
•
3 recomendaciones•1,213 vistas
From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: SEO For Ecommerce - What You Need To Know. PRESENTATION: SEO for Ecommerce- What You Need to Know - Given by Benjamin Spiegel, @nxfxcom - MMI Agency, CEO. #SMX #21C2
Recomendados
Recomendados
Más contenido relacionado
Destacado
Destacado (13)
Más de Search Marketing Expo - SMX
Más de Search Marketing Expo - SMX (20)
Último
Último (20)
SEO for Ecommerce- What You Need to Know By Benjamin Spiegel
- 1. #SMX #21C2 @nxfxcom Benjamin Spiegel, MMI Agency SEO for Ecommerce - What You Need to Know
- 2. #SMX #21C2 @nxfxcom Why are we here today?
- 3. #SMX #21C2 @nxfxcom Titans of the internet
- 7. #SMX #21C2 @nxfxcom Evolution of Google SERP
- 8. #SMX #21C2 @nxfxcom Behavioral evolution Oct 2015
- 11. #SMX #21C2 @nxfxcom Amazon’s channels
- 12. #SMX #21C2 @nxfxcom • Everyday purchases and one-time buys • Subscribe and save • 12 million daily visitors • National distribution • Spends ~$500/year Amazon
- 13. #SMX #21C2 @nxfxcom • Home delivery of full line of groceries • Next day and early morning delivery • $299 annual fee • Available in Seattle, Los Angeles, San Francisco, New York City and Philadelphia Amazon Fresh
- 14. #SMX #21C2 @nxfxcom • Launched in 2014 • Prime members only • Box of items delivered for a flat $5.99 delivery fee per box • Allows you to purchase groceries and household products that are traditionally cost prohibitive to ship • National distribution Prime Pantry
- 15. #SMX #21C2 @nxfxcom Amazon’s loyalty programs
- 16. #SMX #21C2 @nxfxcom • $99/year • Free two-day shipping on Prime items • Exclusive access to movies and TV shows, ad-free music, unlimited photo storage and Kindle books • Spends ~$1,350/year Prime
- 17. #SMX #21C2 @nxfxcom • $99/year • Free two-day shipping on Prime items • Save 20 percent on diaper subscriptions plus additional family-centric discounts • Spends ~$2,250/year Prime Family
- 18. #SMX #21C2 @nxfxcom • $49/year • Free two-day shipping on Prime items • Exclusive access to movies and TV shows, ad-free music, unlimited photo storage, and Kindle books Prime Student
- 19. #SMX #21C2 @nxfxcom Winning on Amazon (And pretty much all other e-retailers)
- 20. #SMX #21C2 @nxfxcom Three principles
- 21. #SMX #21C2 @nxfxcom • Availability • Pricing • Packaging • Bundling • Fulfilment Logistics
- 22. #SMX #21C2 @nxfxcom • Product description • Images • Enhanced content • Questions and answers • Ratings and reviews • Videos Content
- 23. #SMX #21C2 @nxfxcom • Prime • Subscribe and save • Coupons • Pantry • Options • Delivery time • Sales rank Product features
- 24. #SMX #21C2 @nxfxcom How to optimize for search
- 26. #SMX #21C2 @nxfxcom Way too much text (for SlideShare)
- 27. #SMX #21C2 @nxfxcom Title (single most important factor)
- 28. #SMX #21C2 @nxfxcom Unlike Google, keyword frequency is irrelevant: • Focus on customer benefits • Provide product differentiators to drive conversion • Incorporate high-traffic keywords • Include product and keyword variations Product bullets (five)
- 30. #SMX #21C2 @nxfxcom Add hidden keywords to each product listing, such as: • Synonyms and spelling variations • Related keywords • Competitive terms Hidden search terms
- 32. #SMX #21C2 @nxfxcom Categorization is important for sales rank and category search and will benefit from Amazon’s AdWords strategy. Category information
- 33. #SMX #21C2 @nxfxcom Amazon rewards products that sell: higher sales = better organic ranking *CRAP List* Sales performance history
- 34. #SMX #21C2 @nxfxcom Amazon will reward sellers who are winning the buy box. • Price • Fulfillment method • Inventory • Seller performance • Customer metrics Winning the buy box
- 36. #SMX #21C2 @nxfxcom How to optimize for sales
- 40. #SMX #21C2 @nxfxcom Content is still king. Quality content can help search, sales and awareness. Compelling content
- 41. #SMX #21C2 @nxfxcom A+ content can be added to the product page to provide additional marketing information, images and product details. A+ descriptions can boost sales by 3 to 10 percent. A+ enhanced marketing content
- 42. #SMX #21C2 @nxfxcom Customer Q&As drive conversion rates and increase organic reach. Customer questions and answers
- 43. #SMX #21C2 @nxfxcom Sales rank
- 47. #SMX #21C2 @nxfxcom One more thing…
- 48. #SMX #21C2 @nxfxcom Amazon Marketing Services (AMS)
- 49. #SMX #21C2 @nxfxcom AMS drives traffic and captures engaged customers with highly targeted ads. • High-visibility placements across desktop and mobile • Target by keyword or product • Cost per click • Easily manage campaign costs and ROI • Optimize performance with detailed sales reports What is AMS?
- 50. #SMX #21C2 @nxfxcom AMS ad types
- 51. #SMX #21C2 @nxfxcom Pros AMS vs AdWords comparison Cons • Lower CPCs (up to 10x) • Bottom of the funnel • Measureable ROI • Long-term value • Low competition (for now) • End to end • Lower volume • Very manual
- 52. #SMX #21C2 @nxfxcom Important notice Quality ASINs Available inventory AMS
- 53. #SMX #21C2 @nxfxcom Tomorrow for CPGs
- 55. #SMX #21C2 @nxfxcom Key takeaways
- 56. #SMX #21C2 @nxfxcom Keys to success • ASIN quality is key. • Get logistics rights. • Think SEO. • Test and learn. • Instigate UGC. • Partner with Amazon. • Amplify via paid media.
- 57. #SMX #21C2 @nxfxcom LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX