THE SEO LANDSCAPE IS SHIFTING, USE NEW STRATEGIES TO KEEP UP
Shawna Hausman, VP Ecommerce and Digital Marketing @ giggle
Will Uppington, Head of Product @BloomReach
Changes in organic search have made SEO much harder
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Less Real Estate &
More Competition
Greater Scrutiny &
Tighter Guidelines
Less data
SSL / No Query
SEO
link removal
managedpage creation
directory link building
Many older strategies now aren’t working as effectively
link baiting/infographics
improved content
aggressivelink building
Get the fundamentals right
Go beyond the fundamentals with new strategies
Better metrics
New data to understand demand
Advanced content and discoverability improvements
What should you focus on in the shifting landscape of SEO?
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Getting the fundamentals right
External links
Build your brand in your market
Earn/maintain links for the link, not for SEO
External links
Build your brand in your market
Earn/maintain links for the link, not for SEO
Solid on-page content and SEO
Indexable content
Unique, intent matching SEO page elements (headers, titles, canonicals, snippets, etc.)
Broad page coverage and tagging
HTML content written for how people search
Content people want to link to
Solid on-page content and SEO
Indexable content
Unique, intent matching SEO page elements (headers, titles, canonicals, snippets, etc.)
Broad page coverage and tagging
HTML content written for how people search
Content people want to link to
SEO friendly navigationCrawlable link structures
SEO-friendly/descriptive URLs
In-linking across all pages
SEO friendly navigationCrawlable link structures
SEO-friendly/descriptive URLs
In-linking across all pages
Fundamentals are not always so easy
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Shipping and handlingStandard shipping Allow about 7-10 business days for delivery. For delivery to Alaska or Hawaii, please allow 10-15 days for delivery. For delivery to PO Boxes in Alaska, Hawaii, US Territories and APO/FPO addresses, allow……
Limited unique descriptive content
Not using commonly searched for terms aka
“jeans”
Large amount of duplicative content
present on all products
Specialty vs. Large e-Commerce
Look beyond revenue, traffic and rankings to determine SEO success
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*Panda
*Google updates for poor quality content
Visibility
timetime
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Understand drivers
Fixing content quality
Measure the metrics that you can optimize like content quality and discoverability
HEALTHIt is working?
QUALITYIs it high quality and
differentiated?
HAPPINESSDo they like it?
DISCOVERABILITYIs your content discoverable?
DEMANDHow many users are
looking for it?
PAGE COVERAGEDo your pages match
your demand?
SPEEDHow fast does it load?
REFERRAL HEALTHDo you have healthy
external links?
How can you track content quality and discoverability?
Google webmaster tools SEO audits Ongoing content performance system
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Replace lost data
Google webmaster tools and AdWords
Use new data
site search queries & deeper understanding of user behavior
Lost query data! Replace it and use new data sources
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Using new data to understand demand
New data
Create new“changing pad” page
Improving differentiated content and discoverability and is a sustainable way to improve SEO
Add new pages
Improve existing page content
Remove content or pages
Increase and optimize In-linking
Earn links
Improving content and linking is a proven way to grow revenue
Adding differentiated content is key
Use differentiated content to create new pages
In summary…
SEO landscape is changing dramatically
There are ways to still ‘win’ in SEO
Seek out sustainable strategies focusing on your site and content
Get the fundamentals right
Look beyond revenue, traffic and keyword rankings to gauge success
Use new data sources to understand demand
Improve your content and discoverability and differentiate!
Shawna Hausman, VP Ecommerce and Digital Marketing @ giggle
Will Uppington, Head of Product @BloomReach
THANK YOU.
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