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Search : Get found!

20 techniques to improve retail site visibility

Dr Dave Chaffey

Download:www.smartinsights.com/blog

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Our challenge?

http://www.google.com/ads/innovations/

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How to audit your SEO : case study

See: Smart Insights – The right types of links

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About Dave Chaffey

Insights Director

Best-practice advice & consultingwww.smartinsights.com

Books

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1. Identify Consumer search behaviours NOT keyword lists

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Keyphrase analysis – too important to leave to an agency?

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Use Ubersuggest for categories and competitors

Smart Insights Tutorial: UbersuggestPractical tip: Identify negatives too

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2. Use a gap analysis to drive performance

A keyphrase gap analysis showsPotential demand from key phrase estimatorsYour actual performance

(position, clicks, conversion, sales, value):Paid – absolute and relativeNatural – absolute and relative

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A word about analytics… Segment!

By natural By non-brand By key generics By mobile By conversion

Use the content drilldown, not just top-pageshttp://bit.ly/smartsegments

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3. Improve your brand messages:Communicate your OVP

for a smooth customer journey

Tip – improve sitelinks

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Which is most effective?

A.

B.

C.

D.

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4. Check the relevance of blended search – here Google Places

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Making the most of Google Local?

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5. Don’t forget the second biggest search engine…

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Reviewing YouTube potential…Not “the fastest way to get to page 1 of the SERPs”

YouTube Keyword Tool tutorial

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6. Evaluate paid search YouTube options

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7. Obsess about links

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8. Obsess more about content

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Are you committed to content?

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Integrating a relevant “blog”

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9. Integrate “added value content”

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10. You can always re-engineer your title tags more…

Example: Buy Perennial plants online, a wide range of

herbaceous perennials : Buy Garden plants online from your online garden centre at Coblands.co.uk

Start with: Site:domain.com + <category> or + <products>

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11. Even keyword density analysis can help…something you shouldn’t do?

http://tools.davidnaylor.co.uk/keyworddensity/

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12. Make the most of your home pageand high-level utility pages

See: Smart Insights – The right types of links

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13. Get the balance right on category and sub-category pages

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14. Review category pages forsemantic markup

Should be relevant <h1>?

Opportunity for <h2>?“Most popular winter plants”

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15. Beat the Panda - example

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Example copy

Official LED Lenser UK distributor The P7 Tactical should be standard equipment on every duty

belt…. This copy was repeated, word for word, on several other sites,

including Tooledup.com, Halfords.co.uk and mptools.co.uk, the sitebox.com and 7 dayshop.com.

Cellpacksolutions.com added: The P7 Tactical should be standard equipment on every duty belt. A favourite

amongst the Police Force and Search & Rescue. With 200 lumens of focusable light and 130 hours of battery life from standard AAA batteries, it will far outshine any other light of its size. A fantastic looking torch, it comes in a gift box including wrist strap and holster. This makes it ideal as a present and highly collectable.

Source: “Beat the Panda”

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Adding detailed product info

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16. Don’t forget the power of internal links

Source: Smart Insights: The right type of Internal Links?

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Example, missing category link-back

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Paid search innovations1. Autofilled email lead-gen also…offer extensions

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Paid search innovations2. Ad extensions

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Paid search innovations3. Placement targeting and remarketing

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Are you takingGoogle+ seriously?

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There may be trouble ahead…

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Let’s Connect! Questions & discussion welcome

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