Learn about SEO and SEM on best practices for driving and optimizing organic and paid search traffic. See how both channels complement each other in driving post click revenue efficiently, the nuances of an ecommerce strategy, and what a typical engagement can look like from start to finish.
It doesn't matter if you're new to the world of ecommerce, or are a veteran in the field, you'll walk away with a deep understanding of strategies and tactics to drive results.
Topics covered include:
Ecommerce digital marketing basics
Metrics and measurement for organic and paid channels
Technical and content strategy
PLA strategy
Display retargeting strategy
competitor monitoring
Testing and optimization
Leveraging CRM data for improved segmentation
The importance of education and integration with operating units
Our Speakers:
Chris Birkholm, Sr Manager, SEO, Digital River
Chris Birkholm has been involved with online marketing for over 10 years. Currently managing all SEO Programs at Digital River, he has also worked with Paid Search, Conversion Optimization, Personlization, and Social.
In his current position he focuses primarily on growing ecommerce business for his SEO clients with special attention on site migrations, expansions, consolidations and re-designs. His passion for Organic Search and anything else related to online marketing is what drives him to stay at the forefront of new marketing technologies and approaches.
Mahmood Khan, Associate Director of Digital Media and Paid Search, Periscope
Mahmood has been in Media for 15 years and started his career in traditional media (TV, radio, outdoor) with an emphasis on direct response. He has worked on the agency side on national and global clients across verticals such as CPG, Insurance, Finance, Healthcare, Software and Electronics. His passion is direct response media, measurement, optimization and driving client growth.
3. 3
1 Quick rundown of SEO & SEM
2 The Differentiators of a Commerce Strategy
3 Creating Commerce Optimized Content
4 Commerce Commonalities
5 Takeaways
Agenda
18. Keyword Research
18
NORMAL KEYWORD RESEARCH UTILIZING TOOLS SUCH AS:
• Keyword Planner • BrightEdge • Moz
• SEMRush • Trends
Awareness Consideration Intent Purchase Loyalty
SIMPLE ONLINE BUYING PROCESS
Describing &
relating to
problem audience
is experiencing
Introducing &
comparing
solutions
Guiding decision
making process
Providing detail
to encourage
conversion &
advocates
19. PRODUCT
SUB-
CATEGORY
CATEGORY Blood Pressure Monitor
Upper Arm BPM
Omron 10
Series BPM
Omron 7
Series BPM
Wrist BPM
Omron 3
Series BPM
Keyword Mapping
19
KEYWORD
MAPPING PROCESS
• Spider Site
• Manual Analysis of Pages
• Current Rankings
• Competitor Rankings
• Volume Analysis
• Trend Analysis
TOP OF FUNNEL
MID FUNNEL
BOTTOM FUNNEL
Broad Keyword Intent
Single words, Generic Phrases
VISITOR RESEARCHING
Specific Keyword Intent
Detailed Search Phrases
VISITOR IS ENGAGED
Exact Keyword Intent
Precise Goal Phrases
VISITOR READY TO BUY!
20. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Sum of % on 1st Page
Sum of % of 1st Page @ #1
Sum of % of Total @ #1
Sum of Avg % on 1st Page
Sum of Avg % of First Page @ #1
Sum of Avg % of Total @ #1
Keyword Distribution & Analysis
20
21. Paid Media Optimizations
21
PRODUCT PERFORMANCE
• Are you just measuring revenue or
also looking at granular product
performance?
• Are people buying products from your
landing page or navigating to other
pages to purchase other products
CRM SEGMENTATION - CROSS
SELL, UP SELL
• Paid Search, Programmatic
OFFLINE REVENUE
• Implement measurement such as
store visits, foot traffic
• Conduct on and off tests to measure
impact on offline revenue
BEST SELLING PRODUCTS
5,000
UNITS
10,000
UNITS
100,000
UNITS
22. Multi Touch Attribution
22
THE BIGGER PICTURE
THE HALO EFFECT FROM OTHER MEDIA:
Social, TV, Radio, OOH, Print
• Creating demand, raising awareness
• These channels play a significant role for your
branded search queries, organic and direct traffic
$100 driven in revenue from Paid Media
(Last Click) is not all due to Paid Media
but a result of several media touch points
for a consumer
24. Three pillars of testing
24
1 2
Your Opinion
Doesn’t Matter.
At All.
Test As Often
& As Much
As Possible.
Never
Assume
Anything.
3
25. Landing Page
25
LANDING PAGES A/B
• Responsive
• Responsive check out
TESTING NEVER STOPS
• Calendar events
• Upcoming:
Holidays, Black Friday,
Cyber Monday
• Product selection
• Bundles
• Value you are providing
to the user
33%
CONVERSION
13%
CONVERSION
A B
26. Organic & Ad copy Optimizations
26
Organic & Ad COPY
• ETA (EXPANDED TEXT ADS)
• $ OFF, % OFF
• DYNAMIC COUNTER
• AD EXTENSIONS
• Sitelinks
• Special Offers
• Review extensions
• Callout extensions
• Ratings
• Structured snippets
• Price extensions
• Title Tag Optimization
• Meta Description Optimization
• Site Link Optimization
What is your paid media doing
“post click, post impression”?
What can I do to make the
dollars work harder?
What would make this easier?
27. PLA’s
27
PRICING IS VERY IMPORTANT
OPTIMIZATIONS
• Google Taxonomy categories
• Product Feed
• Titles
• Description
• Images
• Special offers
• Best sellers
• Bids
• Negative keywords
RLSA CAMPAIGNS
PLA CUSTOMER MATCH
28. Product Descriptions & Manufacturers
28
Powered by Frostbite: One of the
industry's leading game engines,
Frostbite delivers authentic, true-to-life
action, takes players to new football
worlds, and introduces fans to
characters full of depth and emotion in
FIFA 17.
51 results (1.10 seconds)
32. Link Manicuring
32
1. If available, work with the TLD and their marketing Team
2. Ensure your anchor text matches your keyword maps
3. Long Tail to General Non-Branded Strategy
33. Retargeting for Display Ads
33
CUSTOMIZED SEGMENTS
• Non purchasers
• Purchasers (Look Alike
Targeting – Increase scale)
• Cart abandoners
• Product page views
• Recency data
DYNAMIC CREATIVE
• 3rd party vendors
• Integration of merchant
center with Adwords / DBM
• Expand your reach
programmatically
Always have a back up
static banner ad
38. How to Setup International domains
38
Determining the best site setup for international sites can be a tricky
process but isn’t generally too hard to expand on.
URL structure Example Pros Cons
ccTLDs example.ie
• Clear geotargeting
• Server location irrelevant
• Easy separation of sites
• Expensive (and may have limited availability)
• Requires more infrastructure
• Strict ccTLD requirements (sometimes)
Subdomains
with gTLDs
de.example.com
• Easy to set up
• Can use Webmaster Tools geotargeting
• Allows different server locations
• Easy separation of sites
• Users might not recognize geotargeting from URL
alone (is “de” the language or country)
Subdirectories
with gTLDs
example.com/de/
• Easy to set up
• Cam use Webmaster Tools
geotargeting
• Low maintenance (same host)
• Users might not recognize geotargeting from URL
alone
• Single server location
• Separation of sites harder
URL
Parameters
site.com?loc=de Not recommended
• URL-based segmentation difficult
• Users might not recognize geotargeting from the
URL alone
• Geotargeting in Webmaster Tools is not possible
40. “What the hell did you just say to me?”
40
Rel=alternate hreflang=x
41. Education & Patience
41
Not a one person
responsibility for any content.
• SEO, Paid Search, Display
• Creative, Webdev &
Copywriters
• Analytics
• Client
42. Migration Happens
42
Basic Migration Principles:
• Spider Everything
• Map Old & New
• Create new Sitemaps
• Create new Robots.txt
• Optimize New Pages
• Validate Mobile Friendliness
• Establish Baseline KPI’s
• Track Keywords
• Setup New Analytics & Search Console
• Launch New Site
• Turn on Re-Directs
• Spider Old & New Site
• Submit Sitemap
• Monitor Analytics
43. Build-Outs & New Sites
43
SEO and Building New Sites:
• Keyword Research
• Protocol Decision
• Setup PLA Product Feed
• Competitor Analysis
• Implement Conversion Tags
• Creating a Keyword Map
• Header Tag Optimization
• Create Landing Pages
• TT, MD and Ad Copy CTA
• Validate Mobile Friendliness
• Create XML Sitemap
• Create Robots.txt
• Setup Analytics
• Setup Search Console
• Launch & Spider Site
• Address any Errors and Monitor Analytics
• Claim Social Properties
• Implement Merchant Center Tag
46. The Four C’s
46
Continuously crawl,
test, analyze and optimize
ONE
Communication
across all stakeholders
TWO
Content
is king
THREE
Customer
is always right
FOUR