This document provides strategies for eCommerce SEO through content and link building. It discusses how eCommerce sites can have challenges like duplicate content and legacy URL structures. Short-term tactics for content include encouraging product reviews, unique product offerings, and videos. However, the document recommends focusing on long-term strategies like gathering customer data to create audience personas and develop a content plan aligned with brand voice. Examples are given of how retailers have successfully integrated content and commerce. Metrics for measuring success include organic traffic, leads, and sales.
4. They can contain legacy
URL structures that are difficult to
change
5. resulting in ugly URLs like this
http://www.site.com/lists/nonbrowseskussetgrid.aspx?SkusetId=813166&cm_sp=W13_09_902_LYSOL-_-Na-_-
Na&web_track_id=103708553&position_id=7&promocode=99999&lcb=1
6. That cause massive duplicate
content issues across thousands of
product pages.
7. But URLs aren’t the only reason why
duplicate content exists on
eCommerce sites
8. These product pages have the same
content as other eCommerce sites
because the only content they contain comes from
the manufacturer’s product description.
9. Thin and duplicate content
significantly increases your site’s
chances of getting hit by Panda
10. It’s about having unique content.
Not unique as in what % of my content
is different from every other site
11. Unique as in standing out. Here’s a
great article on redefining unique
content.
12. Not to mention eCommerce sites are
known
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for having “boring” category pages that few sites
want to link to.
13. Why? Many eCommerce sites lack a
unique value proposition.
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Think about your site.
16. Encourage Product Reviews
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Make it obvious for customers to write product reviews. Remind
users to write reviews, while also offering them incentives to do so
(especially for the first reviewer).
Amazon Email
Amazon Incentive
17. Or Analyze the Reviews Yourself
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Like Revoo’s Just Buy This One
18. Look Into Utilizing Product
Review Vendors (for English-speaking
audiences)
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http://www.seoverflow.com/ecommerce-product-reviews/ by
@balibones
Make sure review content
appears within the code
and mark up aggregate
reviews using schema.org
20. Example of a Unique Product
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Zombie Apocalypse Shopping Experience from
wish.co.uk
21. Or a Unique Twist on Common
Products
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Robot Tea Infuser generated 789 Links from 201
LRDs for Modcloth
22. These Products Aren’t One-Time
Opportunities
Leverage new opportunities by
pitching fresh angles
Original product released in 2011
23. Produce Product Videos – Increase
Conversions and Rankings
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Should be placed on product pages (not on
YouTube). Utilize rich snippets.
Example of rich snippets appearing in
the Google SERPs
24. Videos Can Also Be Transcribed
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Video transcriptions are considered unique
content.
25. Receive Credit for Photos
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Make photos embeddable. Add a script to images, so if
someone right clicks on it, they’ll get an embed code with a link.
http://www.paddymoogan.com/embeddemo/
26. Incentivize and Intrigue Customers
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Plant Konami codes on the site to reveal product discounts. Change
it every day to a different product - generate traffic, awareness, and
links.
Received links from:
www.independent.co.uk
ww.gizmodo.co.uk
www.buzzfeed.com
27. Want More Tips?
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http://www.linkbuildingbook.com/link-building-
resources.html#Ecommerce
28. These work for awhile,
but have limited potential.
It’s time to start thinking
long term.
33. So That We Can Create This!
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via Adria Saracino, Head of Outreach at Distilled
http://www.slideshare.net/DistilledSEO/adria-saracinosearchlove-san-diego-2013why-
your-cm-is-failingfinal
34. You Need to Gather Data
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Using existing data from Google Analytics, various
SEO Tools, and conducting competitor analysis
1. Google Analytics
2. SEO Metrics
3. Keyword Research
4. Competitor Analysis
5. Existing Content
Review
36. Figure Out Your Audience
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Now, it’s time to put together some customer
personas based on the data we collected.
37. Understand Your Brand Voice
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http://voiceandtone.com
A great brand voice guide by MailChimp
38. And Incorporate that Brand Voice
Into Your Content
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Ensure your content speaks to your audience
personas (example: Bonobos.com)
Email campaigns Lookbook
39. Create a Content Plan
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An editorial calendar will keep all planned content
organized and make sure everyone is on the same page.
http://contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/
40. Future of Commerce - integration of
commerce and content
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Example: Whole Foods puts together an online
magazine
41. And Red Bull
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http://contently.com/strategist/2012/01/24/red-bull-media-house/
42. Here’s What You Create
With This Data
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Mr. Porter Video Series. This specific video received 108,918 views
– perfect way to leverage brand awareness utilizing YouTube
43. And there’s more from Mr. Porter
These numbers did not come from link building, but
from a cohesive content strategy.
44. Other Types of Content
You Can Create
Customized Products From Polyvore and
Kate Spade Saturday
45. When Putting Together This Content, Think
about How PR and SEO Can Work Together
Integration helps in identifying keywords to target and the type
of stories to pitch that will generate organic search value.
46. Asking for Links from Journalists
Be gentle when asking for a link. Ask for attribution/credit and
be sure to ask for the followed link at the beginning.
47. Don’t Forget to Think Outside the
Box and Have Fun!
http://producten.hema.nl/
49. Create an eCommerce Tracking Plan
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http://cutroni.com/blog/category/ecommerce/
A great resource for all your Google Analytics ecommerce tracking needs.
50. Metrics to Measure Success
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http://www.convinceandconvert.com/content-marketing-2/the-4-types-of-content-metrics-
that-matter/
Organic Traffic, Page
Views, Downloads
Facebook
Likes, Shares, Tweets
Trials/Demo/Email
Sign ups
Revenue, Lifetime
Value of Customer
51. Content Funnel + Metrics
Consolidation of Content Based on
Where It Sits in the Funnel
Consumption
Metrics
Share Metrics
Lead Generation
Metrics
Sales/Retention
Metrics