Commerce Platforms PDP Content Strategy: Amazon and Beyond - BrightonSEO Oct 2022
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The document discusses an ecommerce content strategy focused on optimizing product detail pages (PDPs) for platforms like Amazon and Google to enhance visibility and conversion. It emphasizes the importance of utilizing SEO techniques to improve discoverability and outlines key elements of PDPs including product titles, images, descriptions, and enhanced content. The document also provides insights into keyword research, consumer behavior, and effective content strategies for different types of retailers.
Commerce Platforms PDP Content Strategy: Amazon and Beyond - BrightonSEO Oct 2022
- 1. Commerce platforms PDP content strategy: Amazon and beyond Slideshare.net/MargoHowie Margo Howie MediaCom – eCom Practice
- 2. About me Bookseller SEO Not on Twitter margo.howie@mediacom.com
- 3. Amazon Ads Partners Nominees About the eCom Practice at Essence MediaCom 3 European eCommerce Awards Nominees eCommerce Large Agency of the Year Nominees 35+ years eCommerce experience 38 out 40 FMCG Brands experience
- 4. We work across a range of brands delivering eCommerce activity 4
- 5. Twenty years ago, I bought this book from Amazon
- 6. By 2022, 9 in 10 shop at Amazon 6
- 7. Shoppers now search across commerce platforms 63% Shoppers start their journey on Amazon 48% Shoppers start their journey on Google 25% Shoppers start their journey on another marketplace
- 8. To reach shoppers, own the SERPs from Google to commerce platforms From this… …to this 2 out of 3 of searches are generic
- 9. What I mean by Commerce Platforms Grocers Amazon Marketplaces Specialist retailers
- 10. Being discoverable on search is key for ecommerce conversion… 40% Grocery sales come from onsite search 87% Shoppers begin product searches online 2-3X Site searchers are more likely to convert
- 11. …but commerce platforms don’t have the search robustness of Google
- 12. Use the SEO toolkit to be discoverable on commerce platforms
- 13. When you list on these platforms, you have no technical input into them
- 14. Content strategy is your key to search visibility
- 15. How an optimised PDP (Product Details Page) can drive organic conversion 15 +300% CVR improvement
- 16. Optimising PDPs will also drive visibility on Google 5m visits from search engines per month
- 17. 28% remember the TV ad 81%remember the PDP * excluding grocery
- 18. How to optimise PDPs for search?
- 19. Keywords are still important to make PDPs findable on commerce platforms
- 20. Use multiple sources to find the right keywords PPC Campaigns Client Content Competitors Keyword Tools • Keyword Surfer • SERanking.com • AnswerThePublic • Keyword.io
- 21. Finding search volumes: Match the tools to the platform Proxy Paid media campaigns Filter keywords by product category Grocers Specialist retailers Marketplaces
- 22. Researching search terms on Amazon Different report location between Vendor and Seller Central 22 Reports Analytics Amazon Search Terms Brands Brand Analytics Vendor Central Seller Central
- 23. Key requirements for PDP content Discoverable Accessible Converts
- 24. Understand the optimisable elements of a PDP PRODUCT TITLE IMAGES & VIDEO PRODUCT DESCRIPTION ADD TO CART A+ & ENHANCED CONTENT
- 25. Treat your product titles like page titles Use title tag principles Understand title length limitations Ensure accuracy Discoverable
- 26. Accessible Types of images Hero image: White background, high definition, label readable 1l
- 27. Accessible Lifestyle images Shots of the product in use Types of images
- 28. Accessible Types of images Video Clickable thumbnail Use subtitles Mobile friendly Video Clickable thumbnail Use subtitles Mobile friendly
- 29. Accessible A+/Enhanced Content Comparison grids Infographics Awards & certifications Breakfast Ideas Types of images
- 30. A+ and Enhanced Content Brand Storytelling Video Extra Images Comparison Table Accessible
- 31. Finding your images DTC site Social content Brand materials
- 32. Converts Product Descriptions 75% Shoppers will switch to a brand that provides more product information than the label
- 33. Product Descriptions – what to include Ingredients How to use Size & quantity Dimensions Country of origin Manufacturer Age rating/skill level Dietary information
- 34. Product Descriptions – what not to include <p> </p> Broken HTML tags Spelling mistakes Different languages Outdated promos URLs to 404 pages
- 35. Audit your PDPs regularly Broken images Reviews OOS ranking items
- 36. Watch out for Gary
- 37. Keywords Discoverable, accessible, converts Maximise every element Optimise your products to stand out across every platform
- 38. Thank you For more information, please contact margo.howie@mediacom.com Slideshare.net/MargoHowie
Editor's Notes
- #4: 6+ nationalities / 8-10 languages
- #5: On a range of commerce platforms
- #8: 2/3 searches generic
- #11: https://blog.clerk.io/search-statistics-trends
- #13: SEOs – algorithm whisperers, good with data, understand CRO and discoverability
- #24: Disco – algos driving the commerce platforms AND google
- #28: These images probably exist already on the website/social channels
- #29: These images probably exist already on the website/social channels
- #31: Below the fold
- #38: Maximise – use every element