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ionSearch 2012
Stu Owens
Bloom Agency

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18th April 2012
5 Killer SEO Tactics for Ecommerce iOnSearch

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Stu Owens
Head of Search, Bloom
– 7 years in SEO & Digital
– Client side and agency side
– Ecommerce background
– International SEO
@samuistu
sowens@bloomagency.co.uk
Ecommerce SEO

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1. Page & Keyphrase Targeting
2. Filling in the gaps
3. Error Management
4. Use your Data
5. Connect with your Audience
5 Killer SEO Tactics for Ecommerce

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What are your verticals worth?
Category Sub-category Product
High traffic, low High traffic, medium Low traffic, high
conversion conversion conversion
1: Page & Keyphrase Targeting

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Allow your products to be found, not searched for.
✔
✗
Images from Distilled
1: Page & Keyphrase Targeting

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Brand – ‘Fufff’
Home Page
Head – ‘widgets’ Category 1 Category 2
Sub- Sub Sub Sub
Mid – ‘kitchen widgets’ Category 1.0 Category 1.1 Category 2.0 Category 2.1
Product Product Product Product
Long Tail – ‘Sony
LP67THX Widget’’
1: Page & Keyphrase Targeting

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1. Identify what you have (brand, non-brand)
2. Know what needs to be done
3. Make it happen
2: Filling in the Gaps

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3: Manage Page Attrition
• Look for Errors:
– Screaming Frog SEO Spider
– GWT
– Xenu
• 404s, 302, 301s
• Error fixing is essential for
site & link stability
3: Error Management

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Out of Stock? Out of Luck!
Oh dear indeed!
• Products gather links naturally.
• Don’t lose out on links!
• 301 up to the category level – capture the link value
• Alternatively, 302 if temporary.
3. Error Management

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Your customer data can tell you more than just sales!
4: Use Your Data

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• Data infographic!
– Linkbait campaign
– News / media links galore!
4: Use Your Data

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• Find the conversation – and engage!
– Finding influential people (twazzup, twitter)
– Appeal to their vanity – create dialogue
– Blogger badges – with links FTW!
5: Connect with your Audience

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18th April 2012
5 Killer SEO Tactics for Ecommerce iOnSearch