Digital Marketing Summit Southampton 2018, Daniel Saunders, Southampton, #Dmsso18, #DMSSO, #DigitalMarketing, @DanSaunders86

1. Confidential
Amazon: The usurper of
Search
Dan Saunders
daniel.saunders@edit.co.uk

2. Confidential
Itinerary (Part 1)
Your advanced course will cover:
• The SEO landscape
• On page SEO
o Keywords
o Site architecture & navigation
o Voice tags
• SEO tools
o Google analytics
o AWS
o Google AdWords
o Google webmaster tools
Amazon SEOTraining

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Itinerary (Part 2)
Your advanced course will cover:
• Auditing
o Content
o Accessibility
o AWS
• Keyword research and competitor
analysis
o Keyword value and relevance
o Analysing competition
o Competitor analysis & excel
o Identifying opportunities
Amazon SEOTraining

4. Confidential
Itinerary (Part 3)
Your advanced course will cover:
• Optimising content for SEO
o The Google Panda update
o Causes of duplication
o Content structure
o Content hubs
o Making content shareable
o Creating a content strategy
• SEO business solutions
o Requirements for ecommerce
o Google merchant feed
o Mobile search
o Brand management
• Off page SEO
o Zero moment of truth
Amazon SEOTraining

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Itinerary (Part 4)
Your advanced course will cover:
• Advanced link building methods
o Off page ranking factors
o Google Penguin update
o Creative content
o Developing linkable assets
o Seeding strategies
o Paid media
o Assessing site quality
o Digital PR
o Other channels
• The future of SEO
Amazon SEOTraining

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Google own search right?

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Why should we care?

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Used Alexa
Over 70% of People who did a voice search last year

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Will Reynolds recently announced
That less than 1% of his clients enquires
Started with “Ok
Google”

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There will be 24.1 million
Smart speakers in the US in 2020

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Amazon is the
dominant force in
voice shopping,
accounting for c. 90%
of all spend

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Amazon has sold more than 5.1 million of the
smart speakers in the U.S since it launched in 2014

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In 2019 the voice recognition market
will be a $601 million industry

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In the US it's 52%. This combined with the rise of
voice search, where Amazon again are crushing it,
means we as SEOs need to be prepared

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Now if you’re not
working on your
Amazon SEO
today, You’re
losing out

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Amazon has loads of ranking factors

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Amazon is Google- Before Penguin and Panda

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Do they care? No! Why not?
Amazon’s absolute
top priority is
showing products to
their visitors that are
most likely to result
in a purchase
They push the best
performing products
to the top to
increase their
exposure which
enables them to
make even more
sales
One thing to
remember,
Amazon holds no
loyalty to sellers

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The top 20% are making 80% of the revenue
How did they get there?

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How do I do it?
•Organic
•Paid
•CRO
•But what about links?

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The beauty and burden of Amazon’s search engine –– aka A9 –
– is its simplicity

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Content is king again!.... Well sort of but we’ll get to that
Well sort of but we’ll get to that

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Organic optimisation- Focus on content
Product title and description

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The more complete your product
listing is, the better

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Don’t stack
keywords. Stick to 2-
3 and get them early
in your title
Use characters (| , &
–) to break up your
title into phrases
Finally, try to
optimize your title for
readability for all
different title lengths
on Amazon:
Organic results 115-
144 characters
Ads have around 30-
33 characters
Mobile titles have
between 55-63
characters

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Fill in the Backend Search Terms!

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The backend search terms is a safe place to
enter all buyer keywords you may have
missed in your product listing

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It’s not visible to customers but is indexed by Amazon
Now it’s time to stack your keywords
and you don’t even need to worrying about readability

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You are given five fields to populate. Remember only
250 characters are indexed. Do not exceed this!

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…..but if you do, make sure you front-load each field
with the best keywords to ensure they are counted

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Make sure you include common misspellings but there’s
no need to duplicate

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There’s no need for punctuation, repeated
words, singular or plural words as Amazon
already has got your back on this.

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How do I do keyword research?
Amazon Keyword Tool. It’s
free to use and it gives you
long tail keywords based
on Amazon suggestions

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Helium 10 – Magnet and Keyword Inspector.
Optimizing Amazon Product Titles: Action Steps
Use Magnet to research the most popular two or three keywords for your
product.
Additionally, use Keyword Inspector to do an ‘Extensive Reverse ASIN’
search on your top competitor (Or, use a free ASIN Lookup Tool!)
Try to pick a competitor in the top three spots with the most reviews. This
is generally an indication they’ve been selling longer, which will provide
more data.
Once you have these 3-4 sets of data, combine them and remove any
search terms that are irrelevant to your product. Then, use a word and two-
word phrase frequency counter and start writing out your title based on
this frequency.

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Parent and child relationship
Parent is the main product tittle and the variants like size are the child

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Amazon PPC is the easiest way to boost your
keyword driven sales

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Start by setting up manual PPC campaigns to
target your keywords, then pump up the bids to
increase exposure

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As with Google, running Amazon ads short-term at cost or even
a loss can still be worth it to boost your organic ranking

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Most companies fall back on a pay per click (PPC) strategy to create
visibility for their store. The truth is that PPC costs continue to go
up and once you stop paying for placement, your online presence
can disappear.
Some customers have an inherent distrust of sponsored links,
banners, and other online ads, meaning we can’t solely rely on a
PPC strategy – we need organic search too!
That said, PPC is a heavyweight in the ecommerce market, and it’s
important to find a place that suits your brand and your customers.
When implementing PPC:
 Test ads that compel people to purchase
 Sell in a unique way
 Purchase intent keywords

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Look familiar?

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Keyword research is essential!!! Especially if your doing
Manual

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You drive internal traffic via Amazon PPC and external traffic via outside ads
like Facebook, Google AdWords, etc.
Commonly, AMZ Profit Pro clients will use one of the following strategies for
their external traffic:
•Ad to Amazon Listing
•Ad to Pre-Sell Page to Amazon Listing
•Ad to Squeeze Page to Opt-In for Single Use Discount Code delivered by
email
•Ad to Product Sales Funnel
Second, you can use a launch service.

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Don’t rely only on Pay Per Click (but also don’t forget
it)
Test ads that
compel people
to purchase
Sell in a unique
way
Purchase intent
keywords

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Run your campaigns for 4 weeks WITHOUT making any
adjustments

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Make sure you monitor and adjust your ads

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CRO
1. Customer reviews
2. Answered questions
3. Image size and quality

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Other factor of CRO
1. Price
2. Exit rates
3. Bounce rate

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Work With Google
You need GA analysis to help prioritize areas for
improvement
Enable tracking
of your site
search
Count popular
searches
Track clicks

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The first thing to get in place is an email feedback sequence
that communicates with buyers through the buyer-seller
messaging service in seller central.
Two of our favorite tools are:
1.Feedback Genius
2.Sales Backer
With these services, you can write custom email sequences to
your buyers that help develop a customer relationship and ask
for honest feedback and reviews.
If you’d like to launch a discounted product campaign in order
to generate sales and reviews, I highly recommend working
with Snagshout (same company as Feedback Genius).
I’ve had the opportunity to speak with the owner of this
service and was very impressed by his commitment to making
sure their services are always operating within Amazon’s terms
of service.

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So what is king?

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More sales = higher rankings and higher ranking = more
sales!
Sales are Amazons equivalent to Links!
Chicken- egg

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Nothing else will boost your ranking like a
good old fashion sale….. It’s what we’re
here for right

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Sell more than your competitors, especially those
who are already ranking higher for your keywords
and you will shoot to the top

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Do not be tempted to put through fake
sales and fake reviews

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Amazon’s A10 update is designed to pick up on
these and knock your ass back down the page

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The best Amazon SEO tools
Helium 10 – Magnet.- Proactive sales keywords
1.Keyword Inspector. What your competitors are
doing
2.Keywords Everywhere. Google ad keywords
3.Feedback Genius.
4.Sales Backer. Reviews tracker
5. Google Adwords- Search volumes and cpc

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Anecdotal Amazon Search Engine Optimization
Strategies to Help Rank
In this section, I’ve lumped a few ranking factor
observations we’ve made that aren’t directly
documented by Amazon but seem to have an
impact on the SERP.
1. Consider using Fulfilment by Amazon (FBA).
Items that are Fulfilled by Amazon seem to rank
higher than items Fulfilled by Merchant, all else
being equal.
2. Use brand names in your Amazon product
listings.
It appears a brand name which also happens to
contain the main keywords may help increase
organic rank in search.

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3. Include seller name.
Same as brand name, it appears seller name
may help increase organic rank if it contains the
main keywords for the product.
4. Fill out other fields in the edit product page.
Make sure to fill out all applicable fields in the
edit product page as some of these have been
shown to influence rank position and filtering in
search.
5. Quality photos help rankings and
conversions.
Not only do quality photos that zoom influence
conversions, which certainly impacts rank in
search, it appears that more photos is positively
correlated with rank in the search results.

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Intertwine your email and social
- Have social integrated into your site to build a
community of happy buyers
- Fill in Google My Business, Facebook and Twitter
business forms

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Final Thought What to expect from A11?
• daniel.saunders@edit.co.uk
• @DanSaunders86
• linkedin.com/in/dan-saunders-
00764a55/

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Finders. Keepers.
Finding customers, keeping customers.

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One cons ume r. One conve rs ation . One a ge ncy.
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Media acquisition.
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One cons ume r. One conve rs ation . One a ge ncy.
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We plan and buy media across
every channel.
Our strength in data science and customer retention differentiates us
from other media agencies.

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Integrated channel planning and buying.
Powered by our consumer insight capabilities
TV Direct mail PressLead gen
Door drop Paid socialCRO
SEO
Radio
Digital display
PPCInserts

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One cons ume r. One conve rs ation . One a ge ncy.
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CRM.
Retaining customers and retaining growth

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One cons ume r. One conve rs ation . One a ge ncy.
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Full service CRM designed to retain and
grow customer value.
Combined with our media offering we offer unprecedented
efficiency in marketing spend.

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We deliver full-service CRM.
Planning, insight, creative, technology, execution
Planning
We combine the math and the
magic of data science and creative
to create highly personalised
customer strategies
Creative
We lift these insights
with creative designed
to nudge behaviour
Insight
Using our Kaleidoscope
methodology we analyse the
customer, campaigns, media and
market to create rounded,
actionable insight
Execution
Campaign management delivered
by agile teams based at Edit or
integrated with your on-site team
Technology
We integrate with your systems or
provide new solutions designed
specifically for your objectives

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One cons ume r. One conve rs ation . One a ge ncy.
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Technology.
The art of the possible.

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One cons ume r. One conve rs ation . One a ge ncy.
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Technology designed
for marketers.
Our understanding of customer behaviour, journeys, media channels and
touchpoints ensures we deliver technical solutions like no other agency.

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Technical solutions for marketers.
Vendor agnostic, bespoke solutions and owned IP

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One cons ume r. One conve rs ation . One a ge ncy.
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One Consumer.
Personalised experiences co-ordinated
across all touchpoints, fuelled by data
derived insights and executed where the
consumer is interacting
Customer Data Platform Customer Experience Platform
Every interaction with your brand
captured, managed and shared with
security and compliance at the front of
mind
One Conversation.

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Real-time data augmentation.
RESTful API interfaces.
Validate, verify and
correct
PAF, Obscenities,
Standardisation, Email
Validation
Artificial Intelligence/Machine
Learning Predictive Models
Marketing campaign technology
Suppress
Goneaways,
deceased,
Preference, Movers
Teach and Score Mail
Transactional DM

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Self-serve data cleanse and analytics.
• New, ultra-fast self-serve capability delivered
via a secure online portal
• Utilises the majority of the suppression
products offered through our traditional batch
offering (where we process >250bn records
per annum)
• Easy to use interface, point & click process
selection for suppression and preference
services, screening of duplicates, obscenities,
telephone number and email address
structure evaluation
• Pura is Secure, developed, hosted and
managed by Edit, user login managed with 2
factor authentication
• The service is available 24 hours a day, 7 days
a week

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One cons ume r. One conve rs ation . One a ge ncy.
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Data science.
Intelligent decisions.

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One cons ume r. One conve rs ation . One a ge ncy.
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Data Science powers our
decision making.
Automated machine learning combined with market, client and customer
focussed analysts and an ability to instantly deploy output to any
marketing channel.

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One cons ume r. One conve rs ation . One a ge ncy.
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Data scientists are the heart
of our proposition, machine learning
is the head.

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Customer
Segmentation
Profiling
Lifetime value modelling
Legacy modelling
Media
Responder modelling
Forecasting
Attribution modelling
Market
Market sizing
Lookalike modelling
Marketing mix modelling
Campaign
Testing
Optimal offer & frequency
Communication planning
Kaleidoscope+
• Faster through automation
• Better through higher predictive
accuracy
• Brighter through better visualisation
of findings

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The highest levels
of data security.
• Held key ISO accreditations
• Can’t operate without it
• Clients now focussed on security
and trust

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Together we are
more powerful.

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One cons ume r. One conve rs ation . One a ge ncy.
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One cons ume r. One conve rs ation . One a ge ncy.
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Our evolution.
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How four businesses unified to become a force

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• Marketing
technology
• Enterprise level
database solutions
• Technical consultancy
• Media planning &
buying
• Campaign management
• Data science,
automated machine
learning and artificial
intelligence
• Full service CRM
• Creative studio
• Strategic planning
• CRM technology
consultancy
• SEO
• PPC
• PR
• Site build and
maintenance
The thin red-line of data connects all the specialisms

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Strategic
Planning
Media
Data
Science
CRM
Tech
Connected specialisms united by strategic planning.

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The era of relevance
Consumer success demands connective thinking
Marketers need to stop focusing on loyalty and start thinking about relevance, HBR March 2018

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Connected marketing
Do your Data Science, Tech, Media
and CRM talk to each other?
At Edit they do.
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One cons ume r. One conve rs ation . One a ge ncy.
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Working across the consumer lifecycle
Connecting brands and consumers through the intelligent application of data
1A w a r e n e s s
2C o n s i d e r a t i o n
4E x p e r i e n c e
5A d v o c a c y
3B u y / c o m m i t

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One cons ume r. One conve rs ation . One a ge ncy.
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We influence over
2 billion
consumer interactions.

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We work with ambitious brands and
courageous leaders who want to
achieve a competitive advantage
through data.

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Client highlights.
Confidential

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JLR
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Using tangible marketing
to link offline and
online communications
Radio Beacon activated DM - UK first

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Integration of telematics with
Edit ’s machine learning
technology saved an
estimated 7,000 days of
vehicle downtime per year

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CRM segmentation
drives Facebook media
Top performing
campaign of 2018

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A data driven approach to PPC
336% CTR
uplift
121% increase
in conversions
16% uplift in
organic visits
68% uplift in
transactions

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British Red Cross, Missing
Maps and Crowd2Map on
Tanzania have
approached Edit to roll
out the prototype
Used Watson to create
a prototype that
identifies and classifies
homesteads in Tanzania
using AI
Dramatically
decreases
response times
for humanitarian
aid
Technology for good.

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Thank you.
Confidential