Post on 09-Feb-2017
transcript
#SMX #21C2 @nxfxcom
Benjamin Spiegel, MMI Agency
SEO for Ecommerce - What You Need to Know
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Why are we here today?
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Titans of the internet
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Showrooming
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Evolution of Google SERP
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Behavioral evolution
Oct2015
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BrandHuggiesPampers
ProductDiapers
Babywipes
ResearchDiaperrash
Newborncare
Keyword types
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Amazon’s channels
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• Everydaypurchasesandone-timebuys
• Subscribeandsave• 12milliondailyvisitors• Nationaldistribution• Spends~$500/year
Amazon
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• Homedeliveryoffulllineofgroceries
• Nextdayandearlymorningdelivery
• $299annualfee• AvailableinSeattle,Los
Angeles,SanFrancisco,NewYorkCityandPhiladelphia
Amazon Fresh
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• Launchedin2014• Primemembersonly• Boxofitemsdeliveredforaflat
$5.99deliveryfeeperbox• Allowsyoutopurchasegroceries
andhouseholdproductsthataretraditionallycostprohibitivetoship
• Nationaldistribution
Prime Pantry
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Amazon’s loyalty programs
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• $99/year• Freetwo-dayshippingon
Primeitems• Exclusiveaccesstomoviesand
TVshows,ad-freemusic,unlimitedphotostorageandKindlebooks
• Spends~$1,350/year
Prime
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• $99/year• Freetwo-dayshippingon
Primeitems• Save20percentondiaper
subscriptionsplusadditionalfamily-centricdiscounts
• Spends~$2,250/year
Prime Family
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• $49/year• Freetwo-dayshippingon
Primeitems• Exclusiveaccesstomovies
andTVshows,ad-freemusic,unlimitedphotostorage,andKindlebooks
Prime Student
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Winning on Amazon (And pretty much all other e-retailers)
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Three principles
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• Availability• Pricing• Packaging• Bundling• Fulfilment
Logistics
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• Productdescription• Images• Enhancedcontent• Questionsandanswers• Ratingsandreviews• Videos
Content
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• Prime• Subscribeandsave• Coupons• Pantry• Options• Deliverytime• Salesrank
Product features
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How to optimize for search
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DISCLAIMER
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Way too much text (for SlideShare)
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Title (single most important factor)
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UnlikeGoogle,keywordfrequencyisirrelevant:• Focusoncustomerbenefits• Provideproductdifferentiators
todriveconversion• Incorporatehigh-traffickeywords• Includeproductandkeywordvariations
Product bullets (five)
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Description
ProductDescriptionDon'twasteyourtimedrivingtothepetstoretopaytwicetheprice!Ourpetidtagsareperfectforyourfurryfriendanddeliveredrighttoyourdoor.Wehavemanydifferentcolors,shapes,andsizestochoosefrom.AvailableforCats,DogsandBirds.Allorderswillbeprocessedwithin2-3businessdaysandshippedviaUSPSFirstClassMail.
ProductDescriptionNew&Improved-absorbquicklytohelpstopleaksandofferupto12hoursoflong-lastingleakageprotectiontokeepbabydrythroughoutallhisdailyadventures.
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Addhiddenkeywordstoeachproductlisting,suchas:• Synonymsandspelling
variations• Relatedkeywords• Competitiveterms
Hidden search terms
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CustomerreviewsareindexedonGoogleandrankverywellduetoAmazon’sauthority.
Reviews
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CategorizationisimportantforsalesrankandcategorysearchandwillbenefitfromAmazon’sAdWordsstrategy.
Category information
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Amazonrewardsproductsthatsell:highersales=betterorganicranking*CRAPList*
Sales performance history
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Amazonwillrewardsellerswhoarewinningthebuybox.• Price• Fulfillmentmethod• Inventory• Sellerperformance• Customermetrics
Winning the buy box
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Productsthatconvertbetterrankhigher.
Conversion rate
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How to optimize for sales
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PrimeproductsandproductseligibleforfulfillmentbyAmazoncanleadtohigherconversions.
Prime
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ReviewsinfluencetheCTRonAmazon,increaseconversionrates,highlightresultinGoogle,drivepurchases,and(iffresh)improverankings.
Reviews
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Peoplewanttotouchtheproduct,experienceit,andseetheback,thefront,andthelabel.Andmostofall,theywantvideos.
Images and videos
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Contentisstillking.Qualitycontentcanhelpsearch,salesandawareness.
Compelling content
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A+contentcanbeaddedtotheproductpagetoprovideadditionalmarketinginformation,imagesandproductdetails.A+descriptionscanboostsalesby3to10percent.
A+ enhanced marketing content
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CustomerQ&Asdriveconversionratesandincreaseorganicreach.
Customer questions and answers
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Sales rank
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Subscribeandsaveisagreatwaytocreatelong-termROIandbuildlastingrelationships.
Subscribe and save
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CouponsandpromotionscanbeleveragedtodrivefurthercustomerengagementfromtheSERPandconversionontheproductdetailpage.
Merchandising
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Whilevariationsarecounterintuitivefromashelf-dominationperspective,theyhaveshowntodriverbettercloserates.
Variations
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One more thing…
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Amazon Marketing Services (AMS)
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AMSdrivestrafficandcapturesengagedcustomerswithhighlytargetedads.• High-visibilityplacementsacross
desktopandmobile
• Targetbykeywordorproduct
• Costperclick
• EasilymanagecampaigncostsandROI• Optimizeperformancewithdetailed
salesreports
What is AMS?
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AMS ad types
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Pros
AMS vs AdWords comparison
Cons• LowerCPCs(upto10x)• Bottomofthefunnel• MeasureableROI• Long-termvalue• Lowcompetition(fornow)• Endtoend
• Lowervolume• Verymanual
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Important notice
QualityASINs
Availableinventory AMS
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Tomorrow for CPGs
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BrandHuggiesPampers
ProductDiapers
Babywipes
ResearchDiaperrash
Newborncare
Keyword types
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Key takeaways
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Keys to success
• ASINqualityiskey.• Getlogisticsrights.• ThinkSEO.• Testandlearn.• InstigateUGC.• PartnerwithAmazon.• Amplifyviapaidmedia.
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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX