SEO for E-commerce

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Slide 1

Welcome everyone Introduction Tweet at us with questions or problems Webinar has been done by Mike a few months ago we want to fly through as much as possible and cover new material as well

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E-commerce sites all make the same mistakes Duplicate content – Products in multiple categories Bad design Duplicated images – May not be unique but make them better, have more of them, different angles sites make a lot of the same mistakes Image source: http://www.buccamentbay.com/images/BarsRestaurants/Bamboo.png

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Google and users are becoming the same thing. There will be overlap between user trust and algorithm trust What was previously just not best practice can be a killer: We also want to cover some basis 101 stuff, as well as future proofing your site for 2012

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Do you give a shit? Are you better than average? Is your code written well Is the site marked up, Schema/open graph Get reviews, I don’t care how, either get them or buy them Image: http://image.spreadshirt.net/image-server/image/composition/22784256/view/1/producttypecolor/323/type/png/width/378/height/378/honey-badger-don-t-give-a-shit-t-shirts_design.png

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Reevoo,

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Rich snippets are the icing on the cake It’s a bout making the search engine understand what your content is Go over the top with any signals you can give to Google Why should you care? Yes rich snippets but also..

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Explain silk , like faceted navigation for the web Faceted search for the web, - shopping, recipe, examples Some people are scared of this, Google will always do what's best for the searcher

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Are your most important pages getting indexed? If not, why and what can you do about it

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Rob wrote a great post on this subject

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Explain webmaster tools feature If you find lots of pa?ges not getting indexed, how do you solve it

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Most sites have a navigation similar to the image above If you only have one sitemap it can be hard to diagnose indexing problems

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Webmaster tools becomes much more useful

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Create separate sitemaps for each category Are there entire sections not being indexed?

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Making unique titles. Meta descriptions across millions of products is hard. You need good developers and a database The examples above are not perfect, but they are much better than doing nothing

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E-Commerce SEO 7th December 2011 Craig Bradford @CraigBradford Phil Nottingham @PhilNottingham #Seocommerce

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Main Issues in 2011 Doing Everything at Scale Bamboo Making pages link-worthy Trust (User & Search Engine) Crawl Allowance Platform Diversification

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Thin pages Standard product descriptions Duplicate content Do you stand out from the crowd?

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Post Panda Trust.. Would you trust information from this site? Is this website written by experts? Would you give this site your credit card details? Does this site provide original content?

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Trust

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Algorithmic Trust Positive Reviews Unique Content Contact detail Good house keeping Template website Clean sitemap CTR Bounce Rate Local? http://ipullrank.com/tools/map-broker/

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User Trust Source User Opinions A-B Test Pages Smart Sheet for Mechanical Turk Replicate Panda Questionaire Brand or Ecommerce Trust Badges Reviews Do people like your meta descriptions?

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Design Correct Image Aspect Ratio - Crop rather than skew Logo – Must be a brand Colour – Appropriate and stylish Unique Images Spend the money making well designed product videos – reviews, demonstrations, artistically shot images Unique If you CBA to make anything good, create an image sequence with music Don’t use YouTube for your product videos - then submit XMl sitemap Videos – get some!

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Schema.org Stop caring so much about rich snippets! Name Description Price Price valid until Brand Manufacturer ProductID Images Video Availability Condition Reviews http://www.seomoz.org/blog/schema-examples

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The future..

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Indexation

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Diagnosis http://www.distilled.net/blog/seo/indexation-problems-diagnosis-using-google-webmaster-tools/

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Sitemaps

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Structure

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Testing site depth

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Testing site width

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Everything to Scale

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Product Owner Descriptions = FAIL

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Ok, but my site has 100,000 products….. Title: Compact Digital Cameras - Jessops Meta Description: Compact Digital Cameras - Cameras - Jessops. Buy online and choose from a range of digital cameras. Free next day delivery on orders over £50 - Jessops Title: Digital SLR Cameras – Jessops Meta Description: Digital SLR Cameras - Cameras - Jessops. Buy online and choose from a range of digital SLR cameras. Free next day delivery on orders over £50 - Jessops

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Making it Link-worthy

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Off-site Give stuff away! – but carefully select your targets Give stuff to reviewers Guest post – 10 best…… Find passionate people and turn them into Brangelists Brangelist Brangelina

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On-site Video Mash-ups – your product in movies? Videos of People using & reviewing your product Christmas themes Fun content around your product Top 10 *product* bloggers awards – with embeddable badges If you sell a boring product – create content which subverts the boredom

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Platform Diversification

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Tablets If it works on iPad, it will work on Android Ecommerce Apps Test your JavaScript No Flash Ensure site seamlessly degrades to 768x1024 Consider your design above the fold Simple Checkout – Not too much text entry

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Facebook Offers for Facebook users Secure your Facebook pages username Link to your Facebook page Optimise your Facebook page Use Facebook plugins – consider registration through Facebook? Integrate FB comments if you’re struggling to get comments on your blog

Summary: “E-commerce sites of all shapes and sizes continue to make mistakes with the most basic of SEO principles.” In this webinar, Craig Bradford and Phil Nottingham, SEO consultants at Distilled, will cover some of the most common mistakes and go into some of the finer details of how you can beat your competitors.

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