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E-Commerce SEO – Tips & Tricks             Fábio Ricotta              Co-Founder               MestreSEO       http://www....
A little about me     Fábio Ricotta     Co-Founder at MestreSEO      7+ years doing SEOTrained over 1,200 professionals
Today     I want to sharesomething I have worked on with my company for       the past year
Content
http://googleblog.blogspot.com.br/2011/02/finding-more-high-quality-sites-in.html
I can imagine Matt saying:I have a Panda    for you!
We decided toinvest in product  descriptions
How do you createunique product descriptions   for 2,000 products?
I had a great idea…Let’s hire some freelancers!
Here in the US    you can useoutsourcing sites like
But in BrazilI had to improvise
Combining Facebook and Twitter, I reached: 6,000+ Subscribers 11,000+ Followers
We selected more than300 freelancers!
All we needed to do was toorganize these freelancers
So we prioritized ourcontent creation
We usedGoogle Analytics
Insert the “Product SKU”as Secondary dimension
Before you exportscroll down and   change…
Show rows to 500
In your browser URL bar     look forthe number “500”
https://www.google.com/analytics/web/?pli=1#report/conversions-ecommerce-product/a1184279w2061051p37837047/%3Fexplorer-tab...
Change it to “50000”
https://www.google.com/analytics/web/?pli=1#report/conversions-ecommerce-product/a1184279w2061051p37837047/%3Fexplorer-tab...
Now you haveall your products      listed
… and thenyou can export it…
Combine this data withall the products’     rankings
http://www.link-assistant.com/rank-tracker/
The product name
My ranking for the keyword “Notebook Acer    AS5350-2828 com Intel Dual Core”
HOW TO USE IT
Answer this questionWhat do you think is  the best way?
Work on keywords thatrank in the TOP 5
OR
Work on keywords thatrank between the       10th and 15 th positions?
THE BEST WAY
Go for keywordsbetween the 10 th and   15th positions
The product name
Filtered by keywords withranking between 10 and 15
Create unique productdescriptions for those      products
Internal Linking
Seems to be a 101 concept butI consider internal linking   a crucial technique!
Considera website architecture
If I create a link from     my home page
To a product page
This link will boost myproduct page authority
And I will be ableto rank better, because I  have more authority.
Usually we havehome pages like this…
Usually random products
My tip here is tochoose the products that you want to appear on   your home page!
HOW TO DO IT?
Rememberthe content creation PRO TIP we spoke      about?
USE IT HERE
Select the productsthat need a “push”…
…and place them on your home page.
You canuse the same idea in category pages…
and alsoin buying guides…
http://www.pontofrio.com.br/dicas/ipad-3.aspx
http://www.pontofrio.com.br/dicas/ipad-3.aspx
Remember to make money,you need control!
Link Building
Our main strategy isInfographics!
http://imagens.extra.com.br/html/infografico/celular-no-brasil.html
http://imagens.extra.com.br/html/infografico/comparativo-tablets.html
http://conteudo.extra.com.br/html/infografico/uso-da-bicicleta.html
We usedHolidays
http://imagens.extra.com.br/html/infografico/tradicoes-de-natal.html
http://www.pontofrio.com.br/infografico/dia-dos-namorados.aspx
And exploredNew Ideas
http://conteudo.pontofrio.com.br/html/infograficos/qual-video-game-tem-o-seu-perfil.html
We added aXBox special   offer!
http://imagens.pontofrio.com.br/html/infograficos/cafe/facebook.html
We added related   products!  (Coffee Makers)
We received a total of346 new links from102 root domains.
Competitive Analysis
It’s always good topay attention to your    competitors
There are somepaid tools to estimate how much traffic a website is receiving
I like to    monitor mycompetitors’ search  engine rankings
Remember our productspreadsheet?
Use it     to add yourcompetitors’ rankings  to a new column
For examplewe ran this analysis when  the new iPad came to   the Brazilian Market
Here are the iPad models’specifications
http://mergewords.com/
This resulted in48 combinations
We used an internal toolto check the keywords’       rankings
My rankings
My competitors’ rankings
Based on these websites’ rankings,we created a dashboard      like this…
Then youadd a bar graph
This bar graph shows ushow we are ranking compared to our   competitors.
Final Thoughts
A specialthanks to Elias,who believed in  me from the  beginning!
These guyssupportedme across the years!
“You can always achieve your   dreams with hard work”                  - My mom
Thank you!
Fábio Ricotta       Co-Founder        MestreSEOhttp://www.mestreseo.com.br       @fabioricotta
http://conteudo.extra.com.br/html/infografico/uso-da-bicicleta.html
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