Succeeding In Search For Retailers
Technical SEO• Make sure you dig deep• Use multiple tools• Manual review is essential• Never rely solely on automated reports
Sometimes It’s The Simple Things
• Bingbot blocked in robots.txt
• c.£25k per month revenue
Be Wary!• Infinite scroll on a new website
New site launched Infinite scroll removed
Pagination Pain
http://www.denby.co.uk/drinkware/mugs/icat/mugs?sort=sequence_mugs&sort=name&order=asc&order=asc&categories=mugs&q=*&setpagenum=2&perpage=16
Pagination Pain
<link rel="canonical" href="http://www.denby.co.uk/drinkware/mugs/icat/mugs" />
AJAX Issueshttp://www.jigsaw24.com/video_camcorders_dslr/store/fcp-category/list#page=1
AJAX Issues
Where’s my meta description!?
AJAX Issues
Hidden Content
Hidden Content
Hidden Content
Structured Data Mark Up
Structured Data Mark Up
Mobile Interstitial Penalty• From January 10th 2017
• “May not rank as highly”
• Mobile search only
• Does not apply to banners like cookie acceptance or app downloads
Content Hubs
Content Hubs• Brings traffic from medium- and long-tail
keywords
• Range of pages/content is a signal of a good user experience to Google = higher ranking for head terms
• Informative content boosts trust and conversion rates
Content Hub Performance
• 2015: +66% organic traffic, +38% organic revenue YoY• 2016: +11% organic traffic, +32% organic revenue YoY
Ongoing SEO Is Important
Content Marketing For Links• Builds domain authority
• Links on content pages can funnel equity in to hub pages
• Builds brand awareness
• Creates content for email and social channels
• Additional source of organic traffic
Infographics
Infographic Links
Pop Culture96 links from DA98
• CNet• Huffington
Post• Metro• Paste
Magazine• Wired
Content Marketing Essentials• Blog (ideally integrated WordPress)
• Creativity & understanding of purpose• You need a big enough audience
• Research
• Production values
• Outreach skills
Keep Chipping Away
• Technical SEO• Consolidating/removing low quality blog
posts• Keyword research• On-page optimisation• Category page content• Four content hubs so far
What About PPC?
Shopping Campaign Priority
Priority changed from Low to Medium
Shopping Catch All Campaign• All items in feed
• Single, low bid (usually <10p)
• Campaign Priority: Low
• Gets traffic when:• Not all items are in other Shopping campaigns• Other Shopping campaign budgets have less
than 100% impression share
Remarketing Lists For Shopping
Remarketing Lists For Shopping
• CTR typically many times higher
• CPC increases, but:
• Conversion rate more than doubles on average
• You can also use Customer Match as well as AdWords or Analytics remarketing lists
• Consider excluding recent purchasers
Feed Rules
Product title in feed
Feed Rules - Title Optimisation
Climpson Estate Espresso Blend Ground or Whole Bean Coffee
Search Term Reports
Search Term Reports• Add negatives
• Find opportunities for Search campaigns• One keyword we found led to a campaign that
has generated over £7k revenue in three months at a return on ad spend of 1353%
• Create Single Product Ad Groups (SPAGs)• Control which product shows for which term• Separate generic from specific/brand terms
using negatives & Campaign Priorities
Price Extensions• Only appear on mobile in
top ad position
• Great for category-level keywords or products with options
Thank [email protected]