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AMAZON & GOOGLE
SEO PRIORITIES
2017 EDITION
ASK ME QUESTIONS
seriously, i’m ok with it
@portentint
facebook.com/ian.lurie
portent.com/blog
hi. i do seo.
NO
Buy our running shoes. They’re the
best running shoes you’ll find. We
have pink running shoes, brown
running shoes and run...
WE’RE MORE LIKE THIS
LET’S TAKE THIS A
STEP AT A TIME,
SHALL WE?
GETTING INSIDE A
SEARCH ENGINE’S HEAD
I READ PATENTS
I READ PATENTS
WE, ER, COLLECT RESULTS
nothing to see
here. Move the
$#@! along.
AMAZON INDEXES
ITS OWN DATA
Things that are the same
Delivers results based
on relevance and behavior
Scarcity
Single-factor search
Critical Strategy
Optimize products with fewest sellers
Relevance
Does this make sense?
Amazon provides no query data
So dig for it
EBAY: Terapeak Keywords
Search suggest
Search suggest
Search suggest
Google Insights for Search
Keyword Prioritization
Title
Keywords
Product description
Bullets
Many sellers = Weak correlation
Fewer sellers = Strong correlation
Ideal Product Title
Brand + Line + Material + Attributes
Ideal Product Title
Keyword close to start
Ideal Product Title
Sockmakers Zombie Socks Blue SM 4 Pack
How about in the content and bullets?
Aim for persuasive, not keyword-rich
In the keywords?...
Unknown: No data
(but common sense)
Build product “freshness”
Poke around with updates
I wrote a book
Less relevant than a camel
20 minutes after title change
20 minutes later
Questions
AnswerThePublic.com
Answerthepublic.com
“This airbrush is designed for miniatures”
Update description to answer questions
Rely on Amazon’s query segmentation
RC Cars
RC Cars
RC Cars
Radio Controlled Toys
RC Cars
Radio Controlled Toys
Remote Controlled Vehicles
Don’t repeat product name or other keywords
(Doesn’t help them sell more stuff)
EXCEPT…
What’s Changed
“Remote Controlled Moose Call” 2016
“Remote Controlled Moose Call”
“Remote Controlled Moose Call” 2017
“miniature terrain”
More weight to keyword field?
Less weight to titles?
Magic?
Word vectors…?
Word Vectors…?
REDUCED CORRELATION W/ REVIEWS
REDUCED CORRELATION W/ REVIEWS
Quality + Count + Velocity + Votes
- Simplicity– Patterns – Trends
Cough.
Behavior
Did the customer click?
Did the customer buy?
Did they like it?
Did they like who they bought from?
Product performance for key phrases
determine rankings
For this, I paid and got up early?
for this, i
paid?
Rank well so you can perform
well so that you can rank well
Provide evidence that you’ll
sell more stuff
Try some phrase targeting
“To buy my book, search
‘one trick consulting’ on Amazon”
One Trick Consulting
That proves you can
sell more stuff for “consulting”
Where Amazon’s Going
Voice
Oy.
Oy vey.
Scarcity
Single-factor search
Focus on what Amazon wants
HISTORY MAJOR
GOOGLE INDEXES
OTHERS’ DATA
Google is indexing massive, ridiculous, mind-
numbing amounts of unstructured data
They want to sell more ads
Which means they need more page views
For that, they need to give the right answers
Delivers results based
on relevance, behavior and authority
Multi-factor search
What’s Changed
i will kick
your @#!$
Google Panda
is now part of the algorithm
i will kick
your @#!$
Google Panda
Measures site quality
That
panda? He’s a
wimp.
Google Penguin is now
part of the algori...
Don’t Get Cute
Nope
Hell no
Tell ‘em Ian Said To
The Coming SSL Apocalypse
Get on HTTPS by November, 2017
The Mobile-First Index
Costs you “crawl budget”
The Big Change: Rankbrain
Old way
My Dog
My dog’s name is Alfred. He’s a great dog. Some small
dog breeds are yappy. Not Alfred. He’s a total prince...
New way
My Dog
My dog’s name is Alfred. He’s a great pup. Some small
breeds are yappy. Not Alfred. He’s a total prince. Ex...
Things that are the same
Your first job: Visibility
aka “hygiene”
Google provides some insight into site health
Set up Search Console
All this lovely data…
All this lovely data…
But herein lies madness
Get a crawler, or a “health check” toolset
Screaming Frog
Moz
I-N-F-R-A-S-T-R-U-C-T-U-R-E
Avoid duplicate content
May be duplication
/purplepeopleeaters
/purplepeopleeaters?p=1
www.mysite.com
www.mysite.com/index.html
mysite.com
whoa say
what now?
Costs you “crawl budget”
i’m outta
here
Don’t remove out-of-stock products
that will be back
Product
Links
Poof
Your customers
“Sorry, this isn’t in stock right now.
Here are some other options.
Or, we can notify you when it’s back.”
Preserves authority
Avoids redirects and broken links
Your second job: Quality
(impacts behavior)
Google looks at dwell time,
bounce rate and clickthru rate
Compress images
(for a faster site)
700kb png 64kb jpg
IMAGEOPTIM/CAESIUM
1.1 megabytes
227kb
Google search console
More quality signals:
Responsive design
Writing quality
Server response
Your third job: Relevance
Use the right words
Google is Trying To Structure Data:
The Answer Box
“I sell athletic footwear! Not running shoes!”
“Philistine!”
AUDIENCE
Google Insights for Search
Adwords keyword planner
Onsite search data
Moz Keyword Explorer
SEMRush
AlchemyAPI
Answer the right questions
Google Suggest
Google Suggest
Google Suggest
AnswerThePublic.com
Target these in product descriptions
“[Model name] is best for overpronators”
Put words where they should be
Title tags
The most influential on-page ranking factor
Titles must pass the blank sheet of paper test
Will this, written on a blank sheet of
paper, make sense to a stranger?
Deer kill 10,000
Supreme Court Tries Sodomy
Description tags
No direct ranking impact
Keywords Tag: No
Update existing content
Find older product descriptions & other content
This is an old answer. Write a new one:
Update product language
to answer new questions
Update language to better describe features
Strong Relevance Signal: Descriptive Navigation
Do you sell “products?” Or “shoes?”
Blank Sheet of Paper Test, 2.0
More relevance signals:
Structured markup
On-page links
ALT attributes
And then authority
Links
Links are votes
Fix broken links, first
Opensiteexplorer.org
Easiest link acquisition ever
Opensiteexplorer.org
Google Search Console
Google Search Console
Consolidate?
Nofollow: No
Yes, there is lots more
Response codes
Canonicalization
…
This is a starting point
Show Google you have the right answers
HISTORY MAJOR
QUICK TIPS FOR HIRING AN SEO
HIRE US.
NEVER hire if they say
“It’s a secret”
“We have connections at Google”
“We guarantee results!!!”
DO hire if
They don’t make you feel dirty
They explain what they’ll do and how
Amazon and Google
Nothing in Common
Except we need them
Next steps
First, do no harm
Work through these tips
Remember what they want
ian@portent.com
@portentint
Slides & links
www.portent.co/amazonseo
I regret nothing
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