Search Marketing For E-Commerce
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Succeeding In Search For Retailers
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Transcript of Search Marketing For E-Commerce
Succeeding In Search For Retailers
Technical SEO• Make sure you dig deep• Use multiple tools• Manual review is essential• Never rely solely on automated reports
Sometimes It’s The Simple Things
• Bingbot blocked in robots.txt
• c.£25k per month revenue
Be Wary!• Infinite scroll on a new website
New site launched Infinite scroll removed
Pagination Pain
http://www.denby.co.uk/drinkware/mugs/icat/mugs?sort=sequence_mugs&sort=name&order=asc&order=asc&categories=mugs&q=*&setpagenum=2&perpage=16
Pagination Pain
<link rel="canonical" href="http://www.denby.co.uk/drinkware/mugs/icat/mugs" />
AJAX Issueshttp://www.jigsaw24.com/video_camcorders_dslr/store/fcp-category/list#page=1
AJAX Issues
Where’s my meta description!?
AJAX Issues
Hidden Content
Hidden Content
Hidden Content
Structured Data Mark Up
Structured Data Mark Up
Mobile Interstitial Penalty• From January 10th 2017
• “May not rank as highly”
• Mobile search only
• Does not apply to banners like cookie acceptance or app downloads
Content Hubs
Content Hubs• Brings traffic from medium- and long-tail
keywords
• Range of pages/content is a signal of a good user experience to Google = higher ranking for head terms
• Informative content boosts trust and conversion rates
Content Hub Performance
• 2015: +66% organic traffic, +38% organic revenue YoY• 2016: +11% organic traffic, +32% organic revenue YoY
Ongoing SEO Is Important
Content Marketing For Links• Builds domain authority
• Links on content pages can funnel equity in to hub pages
• Builds brand awareness
• Creates content for email and social channels
• Additional source of organic traffic
Infographics
Infographic Links
Pop Culture96 links from DA98
• CNet• Huffington
Post• Metro• Paste
Magazine• Wired
Content Marketing Essentials• Blog (ideally integrated WordPress)
• Creativity & understanding of purpose• You need a big enough audience
• Research
• Production values
• Outreach skills
Keep Chipping Away
• Technical SEO• Consolidating/removing low quality blog
posts• Keyword research• On-page optimisation• Category page content• Four content hubs so far
What About PPC?
Shopping Campaign Priority
Priority changed from Low to Medium
Shopping Catch All Campaign• All items in feed
• Single, low bid (usually <10p)
• Campaign Priority: Low
• Gets traffic when:• Not all items are in other Shopping campaigns• Other Shopping campaign budgets have less
than 100% impression share
Remarketing Lists For Shopping
Remarketing Lists For Shopping
• CTR typically many times higher
• CPC increases, but:
• Conversion rate more than doubles on average
• You can also use Customer Match as well as AdWords or Analytics remarketing lists
• Consider excluding recent purchasers
Feed Rules
Product title in feed
Feed Rules - Title Optimisation
Climpson Estate Espresso Blend Ground or Whole Bean Coffee
Search Term Reports
Search Term Reports• Add negatives
• Find opportunities for Search campaigns• One keyword we found led to a campaign that
has generated over £7k revenue in three months at a return on ad spend of 1353%
• Create Single Product Ad Groups (SPAGs)• Control which product shows for which term• Separate generic from specific/brand terms
using negatives & Campaign Priorities
Price Extensions• Only appear on mobile in
top ad position
• Great for category-level keywords or products with options
Thank [email protected]
