Presentation Transcript

1. ADVANCED SEO FOReCommerce BRIAN MARTIN Welcome to INTERNET RETAILING SUMMIT 2011 Brian Martin | Advanced SEO
2. Overview Valuing the power of online SEO as a marketing channel SEO vs. PPC Ranking Factors How to Rank and Improve organic traffic Tips Brian Martin | Advanced SEO
3. Q What does Traditional Retailing look like? BRICKS & MORTAR NEGATIVE: High Rent Restricted Opening Hours Labour Costs DefinedCatchmentArea Parking restrictions Fixed location Summary: Certain amount of business guaranteed at higher cost, medium risk and limited opportunity POSITIVE: Passing Trade Limited Competition Fixed location Limited consumer choice Brian Martin | Advanced SEO
4. Q What does Internet Retailing look like? INTERNET RETAILING NEGATIVE: Competition is high No guarantee of visitors Summary: No business guaranteed, very competitive, low risk, low cost but huge potential POSITIVE:  Location is flexible No Rent Open 24/7 Catchment area is Unlimited Brian Martin | Advanced SEO
5. Q Why do you need to invest in promoting your website? Low cost channel: How much would you pay for a top salesperson working 24 hours a day to bring qualified leads and traffic? 75k per year if working on the minimum wage. Measurable: Plethora of data to help make informed decisions It’s where the Market is (and going…) BUT It's not an overnight success and not a one time effort either Brian Martin | Advanced SEO
6. F Registration of .IE Domains ACT Brian Martin | Advanced SEO
7. Q eCommerce Evolution Brian Martin | Advanced SEO
8. F Paddy Power – 319 Retail Outlets ACT Brian Martin | Advanced SEO
9. F Online Profit = 1453 Retail Outlets ACT Brian Martin | Advanced SEO
10. Q Build it and they will come? Brian Martin | Advanced SEO
11. Q What is SEO? Brian Martin | Advanced SEO
12. F SEO as a Channel ACT Brian Martin | Advanced SEO
13. F SEO vs. PPC ACT PPC wins over SEO every single time If mon€yisn’t a thing! Also organic results are earned Brian Martin | Advanced SEO
14. F SEO vs. PPC ACT Brian Martin | Advanced SEO
15. Q Why SEO? Building a bigger funnel Increasing site rankings in search results and attracting qualified traffic Same core principles of marketing apply with technical focus  - Merchandising, PR, display advertising, sales Trust in Google, 2nd most respected brand,buying intent in consumers "You can't manage what you don't measure" -> Analytics Brian Martin | Advanced SEO
16. F Ranking FactorsHow Google Works! ACT Brian Martin | Advanced SEO
17. Q How do I Rank on Google?million dollar que$tion A site that is well designed, optimised and promoted Accessible site Targeted keywords present  Hub of valued content Strong inbound links profile Social Media PR/community management Reputation Management - brand/site mentions Local optimisation Brian Martin | Advanced SEO
18. F On-Site ACT URL structure: www.website.com/brand/product-name Encourage UGC + product reviews Use Internal site search queries to find out what users really want Internal linking/logical site architecture Tags correct Compare competitor products - steal competitor search traffic Brian Martin | Advanced SEO
19. F Short Tail Versus Long Tail ACT Brian Martin | Advanced SEO
20. F Content ACT Become an authority or a resource Curator Unique (Pitfalls of duplicate content) Keyword research Mix of brainstorming & statistical research Good SEO is a rising tide that lifts all keywords Brian Martin | Advanced SEO
21. F LinkBait ACT Brian Martin | Advanced SEO
22. F Creating LinkBait ACT Linkbait Content ideas: Interesting (e.g. infographics) /funny/cause/instructional/interviews/survey/research/controversial Money/Contests/Freebies/Awards Finding link prospects:  Tools for competitive link analysis & search commands Linkerati (Twitter, LinkedIn, forums, Q&A sites) PR mindset Brian Martin | Advanced SEO
23. F Links ACT Brian Martin | Advanced SEO
24. F Off-Site (Links) ACT No such thing as a free link! (time=money) Widgets - You control the content, difficult to find webmasters willing to publish them Competition/Giveaway - Easy win but cost  Blogger outreach (reviews/guest blog posts) Press Release/Article Submissions (e.g. Wikipedia) Social Media Sponsorship Forum/Blog interaction Brian Martin | Advanced SEO
25. F Evaluating Link Quality ACT Authority site Editorial coverage From trusted source Low # quality outbound links High # quality inbound links Original relevant content Plus 20+ other factors Brian Martin | Advanced SEO
26. F eCommerce SEO Challenges ACT Scale - Thousands of pages with many overlapping targeted keywords Duplicate Content- More difficult to source 'natural links‘ Natural inbound links are hard to attract Competing with the brand itself (sitelinks) Differentiating your products Brian Martin | Advanced SEO
27. F Local Optimisation ACT Google Places owner verified registration Categorised correctly Citations from other online sources Reviews & Ratings Quality of website (PageRank, Inbound link profile,  Local area code phone number Brian Martin | Advanced SEO
28. F Rise of Social ACT Scale of social networks is well documented. Personalisationin SERPs It's not about the pure quantity of followers/likes but engagement Others outside of Twitter/Facebook:LinkedIn, Reddit, Quora, Yahoo Answers, Stumble Upon etc. Implementing gamificationif you develop community    Brian Martin | Advanced SEO
29. T Tips!! Legacy products - keep the page live + show alternative products Video is 53 times more likely to appear in search result Make sure your CMS is SEO friendly out of the box QDF- Query Deserves Freshness  A blog is a must, be creative Build brand authority with your links not just optimisedanchors Know your search commands Remove personalisationwhen checking rank: &pws=0 Brian Martin | Advanced SEO
30. T If you are going to think, BiG think Brian Martin | Advanced SEO
31. T International SEO Go global... why not? Relative low cost of expanding online UK is very competitive but other markets aren’t Local links from ccTLD Directory and resource sites Google merchant centre Brian Martin | Advanced SEO
32. T Take note Results and Output are hard to quantify at the outset Goes against grain of 'controlled' traditional marketing mindset SEO is not PPC - instant like a tap that can be turned on and off The best way to get traffic? To deserve it.  Think long term and holistically Brian Martin | Advanced SEO
33. T Internet Retailing Offer Full search audit analysis report Action plan for Christmas campaign Visit our stand for a special offer Follow us on Twitter @ecelticseo | brian@eceltic.ie Brian Martin | Advanced SEO