E-commerce mobile SEO and Content Marketing

Future proof SEO and content marketing for ecommerce vendors in a
mobile world
Berlin – June 22nd
, 2017
K5 2017 – Andre Alpar – Twitter: @andrealpar 1

Agenda
2K5 2017 – Andre Alpar – Twitter: @andrealpar
• Self introduction
• Introductory frameworks
• Content marketing & SEO combined
• Pull marketing in a mobile world
• Takeaways and predictions

Andre Alpar has ~ 20 years of entrepreneurial experience in digital marketing
• Serial entrepreneur since 1998
– Built companies: casual games, marketplace, audio book publisher,
internal agency, search & content marketing agency, cigar shop
– 40+ business angel investments
– 3+ years leading role at Rocket Internet leading ~300 people across
~15 companies
– Speaker, conference host, podcaster, book author …
• One of the largest European search & content marketing agencies
– Founded AKM3 late 2009
– Berlin office: 170 people - Native speakers of 15 languages
– Part of Publicis since late 2014 / PerformicsAKM3 since Sept.
2015 / Performics since July 2016
– Out since June 2017
• Second largest German cigar shop: Noblego + Cigarmaxx
– Own financing – focus on return
– Complementary online magazine: zigarren.org

Agenda

Attention Interest Desire ActionBuying
process
Fulfill demand
Objective
Channels
Search Engine Advertising
Search Engine Optimization
Content Marketing
Understand and appreciate the role of search and content marketing and
where
strength is within the sales funnel – then use accordingly and what the ROI!

The different sub-skills that are needed for SEO differ strongly: Content
marketing
has a strong impact on content and offpage SEO.
SEO
Onpage
Offpage
Strategic
Content
Links
User Signals
Process-oriented
Project-orientated
Technical
1
2
3
4
Content
Marketing
Impact
Topics & Keywords
Page Structure
Information Structure
KPIs & Reporting
Crawling & Indexation

The growing popularity of content marketing shows a paradigm shift from push
to
pull advertising – search people know “pull” well - they have never done
anything else!
Content Commerce
Ad space
Classic
advertising
Content Commerce
Content
Marketing
Push
Pull
Ad money

Agenda

Branding
Content
• Aka. Informational
content
• Great landing pages for
SEO / SEA / SMA due to
lower competition
Invest in high quality content – understand different content types and the role
they
can play in your digital marketing orchestra
Transactional
Content
Social
Content
Content Types
Content for SEO
Content for Content Marketing

Examples for different content types – Each type of content has to have their
own KPI
sets in order to be evaluated in a corresponding banner
Don‘t use the
same KPIs!!!

Examples good transactional content

Branding
Content
Within branding content one has to distinguish evergreen and seasonal content
Transactional
Content
Social
Content
Content Types
Evergreen
Content
Seasonal
Content

Branding / information content attracts relevant traffic that is not meant to
directly
convert but still actually does!

Examples for information / branding content from large corporations

• High search volume for combination
between „KW + SSW“: 1 SSW … 42 SSW:
427.580
• Further combinations between relevance
and non-transactional search phrases:
Keyword Thema SV
fieber baby Ratgeber 4.400
fieber beim zahnen Ratgeber 880
wie oft baby baden Ratgeber 590
still-bh welche größe Ratgeber 390
wadenwickel bei kindern Ratgeber 320
ab wann aufs töpfchen Ratgeber 260
anleitung babyschuhe Ratgeber 210
ergobaby oder manduca Vergleich 320
babywippe test Test 1.600
maxi cosi tobi test Test 880
milchpumpe test Test 720
lauflernwagen test Test 320

Informational content can have at least four major purposes that impact
marketing
to new and existing clients in multiple ways
18
New customers
Possible uses of
informational
content
Better
retargeting for
display
Brand building
(also extend
earned reach)
CRM (eMail
newsletter /
social media)
Direct sales
(even different
initial intent)
Existing customers
K5 2017 – Andre Alpar – Twitter: @andrealpar

It has to be discussed where the perfect integration for evergreen informational
content is
19
Informational /
Branding
Content
Transactional
Content
Social
Content
Content Types
Evergreen
Content
Seasonal
Content
Magazine / Blog
/ Content Hub
Close to
product
?
B2C vs. B2B with direct
online sales vs. B2B lead gen
K5 2017 – Andre Alpar – Twitter: @andrealpar

Successful content marketing even for big brands does not have to be „big
budget“ and „complex“ and they work very well
https://www.otto.de/rundum/der-kochbuch-wettbewerb/

The seeding is vital for the success of a content marketing campaign – It is the
number
one failing factor of unsuccessful content marketing efforts
Paid
Social Media
Advertising,
e.g.
Facebook-
Ads, Linked In
Ads
Advertorials,
e.g. Native
Ads portals
with a lot of
reach
“Free”
Communities:
e.g. open
internet
forums, Social
Networks
Corporate
Comm.: e.g.
Newsletter,
Social Media,
Blog, PR
Outreach, e.g.
with SEO or
Social Media
focus
Search Engine
Advertising
e.g Google
Adwords
Seeding

Choose your seeding method amongst other things depending on the kind of
content being distributed / promoted
Informational /
Branding Content
Social Content
Social Media
Advertising
Search Engine
Advertising
Advertorials &
Native Ads
Corp. Comm.: PR,
SMA, …
Communities
Outreach
Not a
good fit
Very
good fit

Summarizing: invest evenly and in a meaningful relation between content
production
and marketing for that content
„Marketable“
Content
(Dedicated)
Marketing of
the Contents

Agenda

Mobile and other small new devices:
Wearables, beacons, the IoT etc. – are we going towards “vanishing devices”
(1/2)

Mobile and other small new devices:
Transactions need bigger screens! Bigger screens mean more “organic space”!
(2/2)

Interaction via speech:
Personal assistants are the next generation of (wo)man and machine interface
10
100
1.000
1970 1980 1990
Participants
(Mio.)
2000 2010
Industry size
(Bln. USD)
50
500
5.000
Talk with
Back-Office
Talk between
Front and
Back Office
Talk with
Customer
with
“keywords”
(Web 2.0…)
What’s
next?!
„Speech“
(1/3)
ATM “answer
box “ / “position
0” is often the
result being
delivered

Search is a less affected space and within search it is the not as commercially
attractive
Informational /
Branding
Content
Transactional
Content
Social
Content
Content Types
Content for SEO
Content for Content Marketing
Mostly
affected
Big €$
advertising
bucks
(2/3)

You can „optimize“ within this eco space and there are very few competitors!
Alexa’s skills surged from 1,000 to 7,000
in seven months. The latest 3,000 apps
were added within the last six or seven
weeks.
There’s only a 3 percent chance, on
average, that the person will be an
active user by week 2.
(For comparison’s sake, Android and
iOS apps have average retention rates
of 13 percent and 11 percent,
respectively, one week after first use. )
(3/3)

To adapt to the mobile world one has to understand the mobile use cases in
their area
• Understanding varying / differing search
volumes and patterns between mobile
and desktop – e.g. more research /
informational searches on mobile but
more transactional on desktop. 
Mobile needed for upper funnel
communication & marketing
• Understanding usage of mobile content
formats  Neither “classic category” nor
“category content” can work. More
personalization with ML or something
similar needed.
• Content has to be shorter due to even
shorter attention span on mobile.
• Adapting to mobile weirdness e.g. Videos
with subtitles instead of sound.

Tech-plattform decisions are rather pain then joy at the moment and in the
near future
but nonetheless of strategic importance and impact
• Mobile configuration options: different URLs (m.) vs. responsive design
vs. dynamic delivery
– @JohnMu : "mobile pages should be fully equivalent in content &
functionality regardless of indexing."
• Load times are extremely important: AMP? Beginning of the end of the
necessity for marketplaces and shops in combination with “Buy on
Google”?
• Apps vs. progressive web aps
vs. mobile web
• App store optimization:
– Apple
– Android
– Win10
– FireTV
– …

Agenda

SEO is continuously and for years has the digital marketing discipline attracting
the
most attention by far. It is most probably going to stay like that!

The SEO industry comes from a past where everybody was used to
simultaneously
optimize within several search engines at once – We are used to adapting! And
fast!

Content publishers these days have to stir a confusingly high number of
“earned”
channels and in many of those offer opportunities of “organic optimization”

SEO: “Where there is a search box / slot – there is an optimization opportunity”
• Images: Google images, Pinterest, Instagram
• Video: Youtube, Facebook, Snpachat, Instagram
• Marketplaces, price and product comparison websites:
Idealo, Ebay, Amazon, Google Shopping, Shopalike
• App stores: iOS, Android, Windows
• Location registries: Google Maps, Yelp, Places in Facebook
• Business networks: Linkedin, Xing, Viadeo
• ….

“Championization” in SEO minimizes room for mistakes / suboptimal setups
SEO & Content
Marketing are NOT
the Olympic games
where
“participating“ is
already great

Make sure you have a realistic and possible strategy where expectations match
budgets, capabilities and potential
Cheap
Fast
Risky
Expensive
Slow
Sustainably
successful
Impossible

Pull and push marketing combined are more powerful than one of the strategy
and
tool sets alone

Do you want more?
• Twitter:
@andrealpar
• Podcast www.omreport.com
/ www.omreport.de
• My books are available in
German

andre-alpar.de
andre.fm
a@andre.fm
Follow me on Xing,
LinkedIn, Twitter,
Instagram, Facebook etc.
Thank you very much for your attention!
Let‘s keep in touch!

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