CLICK TO ADD. Winning At LOGO YOUR COMPANY. E-commerce SEO. Ian Lockwood.

Transcription

1 Winning At E-commerce SEO CLICK TO ADD YOUR COMPANY LOGO Ian Lockwood

2 Digital marketing & web development Specialists in ecommerce Team of 20 Formed 2010

3 Our Own E-Commerce Business

4 SWIMMING AGAINST THE TIDE Nobody said it was easy

5 Wayfair CTR Data Organic clicks down 25% on desktop, 55% on mobile

6 TECHNICAL SEO IS IMPORTANT Fun with developers

7 Sometimes It s The Simple Things Bingbot blocked in robots.txt c. 25k per month revenue

8 Be Wary! AJAX infinite scroll on a new website New site launched Infinite scroll removed

9 Pagination Pain &order=asc&order=asc&categories=mugs&q=*&setpagenum=2&perpage=16

10 Pagination Pain <link rel="canonical" href=" />

11 Missing Canonicals

12 Missing Canonicals

13 AJAX Issues

14 AJAX Issues Where s my meta description!?

15 AJAX Issues

16 Structured Data Mark Up

17 Structured Data Mark Up

18 Similar Items in Image Search Mobile-only Uses schema.org mark up on product pages

19 DEPTH OF CONTENT People have questions

20 Hidden Content

21 Hidden Content

22 Hidden Content

23 Hidden Text Experiment

24 But That s About To Change

25 Content Hubs

26 Content Hubs Brings traffic from medium- and long-tail keywords Range of pages/content is a signal of a good user experience to Google = higher ranking for head terms Informative content boosts trust and conversion rates

27 Content Hub Performance 2015: +66% organic traffic, +38% organic revenue YoY 2016: +11% organic traffic, +32% organic revenue YoY

28 Building Content Hubs In-depth, longtail keyword research Look at customer enquiries, talk to customer service/support Write 500+ word articles Create navigation within target category URLs should be /category/content-page

29 Implementing Hub Content

30 GOTTA GET THOSE LINKS Everyone wants to be entertained

31 Content Marketing For Links Builds domain authority Links on content pages can funnel equity in to hub pages Builds brand awareness Creates content for and social channels Additional source of organic traffic

32 Infographics

33 Infographic Links

34 Pop Culture

35 Pop Culture 100+ links CNet Huffington Post Metro Paste Magazine Wired

36 Content Marketing Essentials Blog (ideally integrated WordPress) Creativity & understanding of purpose You need a big enough audience Research Production values Outreach skills Pro Tip Do you have assets like buyer s guides that could be hosted within category pages? That way links to them will be direct to your category.

37 WINNING TAKES TIME Marginal gains & getting your ducks in a row

38 Keep Chipping Away

39 Summary Deep & regular technical audits Structured data mark up increasingly important Be aware of mobile-first indexing Add informative content pages within categories Get creative in your hunt for links

40 THANK YOU