My presentation from the San Diego SEO Meetup on 8/16/12 about using creative content marketing to increase conversions, links and shares of product detail pages (PDPs).
How to Get Started in Social Media for Art League City
Using Content to Win at Ecommerce
1. Using Content to Win at Ecommerce
Presented by Monique Pouget | August 16, 2012
@MoniqueTheGeek
2. First Off, Who Am I?
Name: Monique Pouget Twitter: @MoniqueTheGeek
Title: Director of Content LinkedIn: linkd.in/mpouget
Marketing Read My Posts: Blog
Company: Thunder SEO
#sdseo @MoniqueTheGeek
3. How do I…
…spell
E-commerce
Ecommerce
eCommerce
ecommerce?!?!
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4. Challenge: Links to ecommerce product detail pages (PDP) are
difficult to get, but they’re super valuable.
Homepage
Categories
Products
(PDPs)
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5. Solution: Use creative content marketing to increase
conversions, links and shares of PDPs.
#sdseo @MoniqueTheGeek
6. But before you do that…
• Have you:
• Implemented SEO basics (KW rich URLs, title tags,
H1s, image alt attributes, sitemaps, etc.)?
• Invested in unique product descriptions and images?
• Added microdata/microformats for rich snippets
(video, star ratings/reviews, products, offers,
authorship, etc.)?
• Integrated UGC video and review content?
• Internally linked from valuable pages?
• Made your PDPs shareable?
#sdseo @MoniqueTheGeek
7. Challenge: Your site already has UGC reviews, but you want to
engage more with your audience.
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8. Solution: Ask customers to submit photos and videos of your
product, and add it to your PDPs.
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10. Product Reviews - Video
Customer video review is
also the “most helpful
favorable review,” as voted
by other customers!
http://www.amazon.com/Flip-Video-ATR1B-Tripod/product-reviews/B000VJRUKS
#sdseo @MoniqueTheGeek
11. Videos = Important
• Help shoppers make buying decisions, leading to
increased sales.
• Convey your added value such as your expertise, high
level of service, etc.
• Videos are ideal content to promote in
most social media venues.
• Make website pages more unique with
custom content and transcripts.
#sdseo @MoniqueTheGeek
12. Ecommerce Product Videos
Showcase your products
with professional videos.
Bonus points:
• Social sharing options
• “Influence” stats
• Customer reviews below video
http://www.quirky.com/products/133-SOLO-Collapsible-Hanger
#sdseo @MoniqueTheGeek
13. Ecommerce Product Videos
Zappos created 50,000
videos for their products!
http://www.zappos.com/steve-madden-achilees-cognac-leather
#sdseo @MoniqueTheGeek
14. Guides are Goooood Too
REI pairs expert athletic advice
with related categories. These
pages draw qualified traffic
from over 1,800 individual
keyphrases each week.
http://www.rei.com/learn/expert-advice/running-shoes.html
#sdseo @MoniqueTheGeek
15. Challenge: Your product has little brand recognition in the
community, and people aren’t writing organic reviews.
#sdseo @MoniqueTheGeek
16. Solution: Find popular bloggers in your community, and give
away free products in exchange for a review.
#sdseo @MoniqueTheGeek
17. Product Reviews - External
Link to PDP, FTW!
http://www.onabags.com/store
/shoulder-bags/the-
brooklyn.html?color=chestnut
Bonus: Company
is sponsoring
reader giveaway!
http://daintysquid.blogspot.com/2012/05/whats-in-my-camera-bag-ona-review.html
#sdseo @MoniqueTheGeek
24. Infographics with a CTA
Pair an infographic with a special offer.
http://conteudo.pontofrio.com.br/html/infograficos/qual-video-game-tem-o-seu-perfil.html
#sdseo @MoniqueTheGeek
25. Infographics with a CTA
Pair an infographic with a
related product.
http://www.intel.com/content/www/us/en/smartphones/i-heart-my-phone-infographic.html
http://www.pontofrio.com.br/infografico/cafe.aspx
#sdseo @MoniqueTheGeek
26. One more thing…
• You can’t do this for every product you sell. Prioritize by rankings
and conversions.
• Select the products that rank between the 10th and 15th positions
that need a “push”, and start with those.
• Remember: It’s a long term play! Zappos 50K http://bit.ly/OBQX5h
#sdseo @MoniqueTheGeek