SEO for Ecommerce: A Comprehensive Guide

Editor's Notes

• #75: - Wide Gulf in Revenue-Per-Click Remains Across Devices- Along with traditional computers, windows tablets and iPads generate double the revenue-per-click ofevery other type of device, including other tablets. - The Kindle Fire line was a particularly poor performer for advertisers in Q4, generating a 68% lower RPC than desktops, whichmay speak to both demographics and Amazon’s strategic tack with the product.
• #133: iPad: 11% organic search and 9% social trafficiPhone: 9% organic search and 12% social traffic
• #134: - Facebook Share of Social Visits Rises to 57%, up from 55% last year- Pinterest saw the largest gains from a year prior, with its share of social visits increasing from 9% to 14%.Even thought FB has announced search, we’re still not seeing people searching on FB the way that the do on Google. Until customer intent changes….
• #135: - Social Sites Generate an Average of 1.3% of All Site VisitsImportant – tough to track. AND referrals from social media sites show a clear upward trend over the long-term
• #137: iPad: 11% organic search and 9% social trafficiPhone: 9% organic searchand 12% social traffic
• #141: GK:First and foremost:Sales funnel is no longer an effective model of consumer behaviorDoesn’t accurately reflect how users now interact with brands OR how they seek out information in an online retail env’tMore importantly: model doesn’t reflect new ways in which brand influence usersMcKinsey & Co. proposed new model in 2010
• #142: GK:Consider phase: customer is thinking about a purchaseCould be based on interests or needs, or just research  Typically starts at search barOnce user has options, he/she moves on to evaluate those optionsThis may take the form of reviews on site, third-party sites, or seeking recommendations from social media blogs, forums, social networksCustomer has made decision, and makes purchase, either online or in-storePost-purchaseexperience is where new model comes into play: Brand experience extends well beyond the purchaseSocial media empowers users to define relationship w/brandStrengthening relationship is necessary to encourage users to become advocates[next slide]
• #143: GK:The goal is to forge a strong bond with usersIf the brand-user relationship is strong enough, users will not re-enter consider phase SEO and Social are no longer separate online marketing strategiesNew journey offers challenges, but also unique opportunities to influence users’ purchase decisions.
• #144: GK:Consider: Site content relevant to specific audience interests. How will user find brand in search?Particularly important after Hummingbird updateRole of mobile devices important to take into accountOptimized mobile sites, etc.Evaluate: Site architecture, Content, UXWhat is user’s experience of site vs. competitors’? Easy to navigate or frustrating?BUY: Site reviews, and purchasing processWhat is user’s experience of product? Is it easy to find products? Reviews? Can they pick up in store, etc.
• #145: GK:Social media touches all stages of this new modelPowerful tool for brandsOffers greater opportunities to influence users in different ways along different points of this journeyAreas of overlap with SEOSocial also empowers usersSocial networks are open-ended, public, and outside of brand’s complete controlDoubly true with the rise of mobile usageClear social strategy required because social has an impact on all these stages, often simultaneously
• #146: GK:Brands can use social in strategically specific waysMonitoring  Listening and gatheringResponding conversation, engagementAmplifying  brand message, user advocacy, etc.Leading  guiding conversation
• #150: GK:Brands should use social media to lead conversations, or point users to new products/offers, etcSocial media is as much about discovery as it is about discussionLeading takes many forms along the consumer journeyAt the beginning: Articulating the brand’s values, customer value proposition, and extending brand awareness via branded and unbranded content. Is the brand a leading voice? A tastemaker? An expert?At point of purchase: brands can use Social to target high-value customers and influencers with targeted offers or invitations into exclusive programs. (This can also be as simple as offering incentives for sharing)In the post-purchase experience: Brands should seek out users, thank them, reward them with praise, encourage them to post reviews, etc “Lead customers toward leading on brand’s behalf”
• #151: GK:Consumer journey has changedNew model reflects how users are influenced**Users’ experience w/brand extends past the purchaseThis experience plays out on social media4 functions to influence this experience
• #152: GK:Consumer journey has changedNew model reflects how users are influenced**Users’ experience w/brand extends past the purchaseThis experience plays out on social media4 functions to influence this experience
• #153: GRAEME:Why it’s important: largest user base of any social networkNetwork primarily used for defining identity FB’s strength is relationship-building not sales  from the mouth of Paul Adams, FB’s Global Brand Experience ManagerWhat metrics matter: Shares vs. Likes Engagement vs. static actionFB audience is younger than your target**Derek deserves praise for growing fan base, but this is only a first step
• #154: GRAEME:Good example from JoS. A. Bank do more of thisengage with discussion in the comments section
• #155: GRAEME:Content is frequently brandedImages are redundant, repurposed content (appears on p. 36 of catalog)Repetitive content doesn’t give users a reason to followDoesn’t offer a new experience
• #156: GRAEME:In general, post length correlates to engagement and shares This is important to note with the rise of mobile usage (Mobile usage now 78% of Facebook activity)Simply put: small space in which to grab users’ attentionAlso competing for share of attention span
• #157: GRAEME:Competitor: MW use of unbranded content which speaks to users’ adjacent interests
• #158: GRAEME:Brooks Brothers: unbranded contentEasy, low-cost method of engagement
• #159: GRAEME:Nordstrom:Short post invites responseImages does all the “talking”Includes branded hashtagThis content is low-cost, high engagement,Also: optimized for mobile and easy sharingNote: Nordstrom technique of announcing sales by changing cover photo
• #160: GRAEME:Brooks Brothers:Cross-pollination and pointing users to interact on other social networks, giving them a reason to “tune in” to other channels
• #161: GRAEME:post more unbranded contentsimplify calls to actionhighlight importance of customer interactionspost additional content detailing the brand's heritagedeepen connections by supporting issues important to fansapply additional resources for customer servicegive fans direct access to catalog via a custom tab
• #162: GK:Why it’s importantReal-time interaction, low-cost engagementbetter suited to mobileNot necessarily as well suited to relationship-buildingBUT! Easier for brands to lead conversationthen  amplify conversation
• #163: GK:Twitter can be text heavy, but new inline image preview (as of October) = opportunity for greater engagementImages critical for engagement, especially on mobile75% of MAUs on mobileTwitter’s mobile users are more engaged, and visit network more often throughout the day
• #164: GK:Use images to entice or amplifyContent should be new and uniquePublishing same images on all networks doesn’t incentivize users to followWhy tune in, if content is same on all channels?
• #165: GK:Platform is suited to leadingconversationsRespond to praise with RT and replyBest in Class: Nike
• #166: GRAEME:Users seek visual inspiration, including purchasing ideas opportunity for brands to establish authority as tastemakersIn general, users are in a more active “buying” state of mindPlatform skews female, but demographic can’t be ignoredPlatform skews toward higher income bracketsMost Pinterest traffic is through tablets, therefore highest-quality images are paramount
• #167: GRAEME:Guess the numbers
• #168: GRAEME:Pinterest is conversion friendly
• #169: GRAEME:In the main, imagery is not very compelling, and comes mostly from brandAgain: consider where audience is looking, and pinning from there
• #170: GRAEME:Nordstrom is “Best in Show” on Pinterestto be expected given audience, but there are still valuable lessonsPinning images from outside sources shows Nordstrom is participating in a conversationNOT broadcasting their own message
• #171: GRAEME:NordstromMajority of boards are unbranded, thematicThemes include colors, seasonsEven lifestyle themes (such as “DIY”)Majority of images in boards are not branded this practice places product images in an unbranded, social context
• #172: GRAEME:Curate themed boardsCurate content from third-partiesUser interests such as: lifestyle, food, dining out, or those identified in onboarding documentBest in class: J. Crew
• #173: GK:Instagram is fastest growing social networkVisual nature, ease of sharing makes this powerful platform for apparel retailersPopular among younger segment of the populationAlso optimized for mobile engagement boredom: checking phone, easy way to marketGreat that JAB is on this platformOffers incredible potential for JAB
• #174: GK:Nordstrom sets the barPosts don’t mention products Piques users’ interest
• #175: GK:Users ask about products in comments sectionNordstrom replies with item number for website, enabling conversion fasterPosts use hashtags to enter larger conversationIn this case #ManiMondayMany of the same hashtags from Twitter conversation apply to InstagramTo be expected given Instagram-Twitter integration#WIWT #OOTD #MensStyle
• #176: GK:CTAMixingreal-world, in-store experience with social media3 takeaways for this strategy:user-generated but essentially branded content, amplifies Nordstrom’s social reach to a user’s followers, who may be unconnected to the brand;the brand can monitor the hashtag to measure user participation; Hashtag also allows Nordstrom to follow-up and repost these images to reward users who have demonstrated initiative and brand loyalty.
• #177: GRAEME:Basic makeup (only social network that skews overwhelmingly male)Good for SEOLess a relationship-building, more of a content aggregatorCurating communities – all users can post content, area for open sharing
• #178: GRAEME:Great unbranded contentDo more of thisLeverage platform to connect with influential blogs, uers
• #179: GRAEME:Effectively 2nd most-popular search engine3 billion searches a monthGoogle’s design change to the one-channel format means:Subscribers are paramountOf the 5,000 leading channels on YouTube, only around 2% are owned by brands. The most effective content keeps brand-messaging in the background, and instead focuses on being entertaining, useful or informative, and unique. On YouTube, experiential content beats commercial.
• #180: GRAEME:Mostly broadcast showcase for TV adsThis is redundant  narrow range of contentMore than 2/3 of descriptions begin with “shop”Channel is not fully optimized to take advantage of SEO benefitsMost successful: Uniform of Success eventALSO: JAB hasn’t filled out About tabCTA to subscribeSubscriptions give content “velocity”Viewed videos stay in feed for 22 hours, longer than in FBRegular uploadingDoesn’t use YouTube channel to point users to other social networks
• #181: GRAEME:They have successfully connected this content to related channels, such as alpha m., Real Men Real Style, AskMen, and pthiso. These connections help users to understand what to expect from Men’s Wearhouse, establishes additional authority and approval, and provides valuable additional visibility (given that viewers of related channels are also pointed to the Men’s Wearhouse channel)Points uses to brand’s other social networksMen’s Wearhouse has created a custom tab, which organizes their content into playlists to help users easily navigate to the videos that are most relevant to them. This is a good tactic to improve user experience
• #182: GRAEME:Titles & descriptions employ keywords for better external SEO
• #183: GK:Surprising opportunity to engage with users who are well within target audienceReal Men Real Style LinkedIn Group24% of users are in apparel industry25% are in senior positions in their industry (money to burn, need for business attire)29% week-over-week growth rate in membershipUsers are actively engaged in discussions relevant to JAB
• #184: GK:In fact, Brooks Brothers already has a presenceUnbranded content is asserting brand’s authority reliable source of information helpful, without sales agendaJAB has capability to participateCould consider polling internally, encouraging employees as brand ambassadors
• #198: - Not Provided Visit Share Plateaus Around 84%- The share of Google searches that did Not Provide the search query to site owners roughly doubled over the latter half of Q3 2013 - Not Provided share remained flat throughout Q4.- Over the course of the entire year, the average site saw Not Provided increase from 28% of searches to 84% as Google moved to push more users to secure search.
• #199: - Safari and Android Users OVER-REPRESENTED in KNOWN queries on Google- In cases where Google organic query data is still provided to site owners, we find that Android devices account for 19% of visits, -triple Android’s 6% share of total Google organic traffic.- Desktop Safari users account for 23% of provided visits, but just 9% of all Google organic visits.