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Benjamin Spiegel, MMI Agency

SEO for Ecommerce - What You Need to Know

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Why are we here today?

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Titans of the internet

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Showrooming

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Evolution of Google SERP

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Behavioral evolution

Oct 2015

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Brand

Huggies

Pampers

Product

Diapers

Baby wipes

Research

Diaper rash

Newborn care

Keyword types

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Amazon’s channels

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• Everyday purchases and one-time buys

• Subscribe and save

• 12 million daily visitors

• National distribution

• Spends ~$500/year

Amazon

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• Home delivery of full line of groceries

• Next day and early morning delivery

• $299 annual fee

• Available in Seattle, Los Angeles, San Francisco, New York City and Philadelphia

Amazon Fresh

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• Launched in 2014

• Prime members only

• Box of items delivered for a flat $5.99 delivery fee per box

• Allows you to purchase groceries and household products that are traditionally cost prohibitive to ship

• National distribution

Prime Pantry

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Amazon’s loyalty programs

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• $99/year

• Free two-day shipping on Prime items

• Exclusive access to movies and TV shows, ad-free music, unlimited photo storage and Kindle books

• Spends ~$1,350/year

Prime

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• $99/year

• Free two-day shipping on Prime items

• Save 20 percent on diaper subscriptions plus additional family-centric discounts

• Spends ~$2,250/year

Prime Family

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• $49/year

• Free two-day shipping on Prime items

• Exclusive access to movies and TV shows, ad-free music, unlimited photo storage, and Kindle books

Prime Student

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Winning on Amazon(And pretty much all other e-retailers)

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Three principles

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• Availability

• Pricing

• Packaging

• Bundling

• Fulfilment

Logistics

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• Product description

• Images

• Enhanced content

• Questions and answers

• Ratings and reviews

• Videos

Content

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• Prime

• Subscribe and save

• Coupons

• Pantry

• Options

• Delivery time

• Sales rank

Product features

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How to optimize for search

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DISCLAIMER

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Way too much text(for SlideShare)

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Title (single most important factor)

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Unlike Google, keyword frequency is irrelevant:

• Focus on customer benefits

• Provide product differentiators to drive conversion

• Incorporate high-traffic keywords

• Include product and keyword variations

Product bullets (five)

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Description

Product DescriptionDon't waste your time driving to the pet store to pay twice the price! Our pet id tags are perfect for your furry friend and delivered right to your door. We have many different colors, shapes, and sizes to choose from. Available for Cats, Dogs and Birds. All orders will be processed within 2-3 business days and shipped via USPS First Class Mail.

Product DescriptionNew & Improved - absorb quickly to help stop leaks and offer up to 12 hours of long-lasting leakage protection to keep baby dry throughout all his daily adventures.

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Add hidden keywords to each product listing, such as:

• Synonyms and spelling variations

• Related keywords

• Competitive terms

Hidden search terms

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Customer reviews are indexed on Google and rank very well due to Amazon’s authority.

Reviews

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Categorization is important for sales rank and category search and will benefit from Amazon’s AdWords strategy.

Category information

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Amazon rewards products that sell:higher sales = better organic ranking

*CRAP List*

Sales performance history

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Amazon will reward sellers who are winning the buy box.

• Price

• Fulfillment method

• Inventory

• Seller performance

• Customer metrics

Winning the buy box

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Products that convert better rank higher.

Conversion rate

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How to optimize for sales

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Prime products and products eligible for fulfillment by Amazon can lead to higher conversions.

Prime

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Reviews influence the CTR on Amazon, increase conversion rates, highlight result in Google, drive purchases, and (if fresh) improve rankings.

Reviews

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People want to touch the product, experience it, and see the back, the front, and the label.

And most of all, they want videos.

Images and videos

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Content is still king. Quality content can help search, sales and awareness.

Compelling content

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A+ content can be added to the product page to provide additional marketing information, images and product details.

A+ descriptions can boost sales by 3 to 10 percent.

A+ enhanced marketing content

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Customer Q&As drive conversion rates and increase organic reach.

Customer questions and answers

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Sales rank

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Subscribe and save is a great way to create long-term ROI and build lasting relationships.

Subscribe and save

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Coupons and promotions can be leveraged to drive further customer engagement from the SERP and conversion on the product detail page.

Merchandising

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While variations are counter intuitive from a shelf-domination perspective, they have shown to driver better close rates.

Variations

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One more thing…

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Amazon Marketing Services (AMS)

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AMS drives traffic and captures engaged customers with highly targeted ads.

• High-visibility placements across desktop and mobile

• Target by keyword or product

• Cost per click

• Easily manage campaign costs and ROI

• Optimize performance with detailed sales reports

What is AMS?

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AMS ad types

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Pros

AMS vs AdWords comparison

Cons

• Lower CPCs (up to 10x)

• Bottom of the funnel

• Measureable ROI

• Long-term value

• Low competition (for now)

• End to end

• Lower volume

• Very manual

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Important notice

Quality ASINs

Availableinventory

AMS

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Tomorrow for CPGs

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Brand

Huggies

Pampers

Product

Diapers

Baby wipes

Research

Diaper rash

Newborn care

Keyword types

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Key takeaways

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Keys to success

• ASIN quality is key.

• Get logistics rights.

• Think SEO.

• Test and learn.

• Instigate UGC.

• Partner with Amazon.

• Amplify via paid media.

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