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Attract Links & Influence Buyers - Matthew Jackson at Ecommece Expo 2013
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Attract Links & Influence Buyers By Matthew Jackson, Head of SEO Strategy @M4Jackson
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Selling online does not make a site link worthy. Ecommerce businesses need to engage in conversations naturally occurring around the web and provide content on site that answers questions and influencers customers. The average customer will use 11 resources before making a decision to purchase, ignoring content and targeted outreach eliminates your ability to influence your customers.
Transcript of Attract Links & Influence Buyers - Matthew Jackson at Ecommece Expo 2013
Attract Links & Influence Buyers
By Matthew Jackson, Head of SEO Strategy
@M4Jackson
Apologies
≠
What are we talking about?
Ecommerce sites have a difficult task in the modern search landscape.
Selling a product does not make you link-worthy
• How it has worked in the past
• How it works now
• What can we do to make you link-worthy?
Category
Links
Rankings
Ecommerce SEO In 2002-2011
It worked #1
Google is was stupid
Everybody was doing it
But mainly, it was cheap!
#2
#3
#4
This categorically does not work anymore
If this is your strategy, please STOP.
Unnatural Links
Bad Strategy Penguin 2.0
But also because….. • Disavow data
• Devaluation of other signals
• Network discovery
• Webmasters are more inclined to report
The current
CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
Structure Quality
The Future (& present) of SEO
Google’s thoughts Want to sell products? - Adwords
- Google shopping
- AKA: You pay us for it
Want to rank organically?
- Add value
- Become a brand (the result people want)
- AKA: Pay someone else for it
Put your site at the centre of
Feeds the
This gives you two key benefits
#1 Gets you in the conversation
#2 Makes you worth talking about
You have to promote
Your new link strategy
• Create something to talk about
• Promote to a relevant audience
• Be a part of the conversation
Don’t worry about… • Anchor text
• If the content is related to commercial products, the anchor text will generate itself
• Keyword relevance • Create content to be proud of sharing, not content to boost rankings
• Target pages (unless it’s based on link worthiness) • Build your brand, build overall site authority, rankings will come
Biggest challenge for ecommerce
You need a new
approach
Publishers are becoming retailers & vice versa
A few tips…
Pay a popular writer #1
Paid media = Earned links #2
Work with the right people #3
