Social Media & Search Engine Optimization (SEO) for eCommerce

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18 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

72 εμφανίσεις

Social Media & Search Engine
Optimization (SEO) for
eCommerce

Jim Barnes

UWSMC

1

Drugstore.com & Walgreens


Drugstore.com


Pure play online pharmacy established in 1999


Carry over 60K Prescription and OTC products


Approximately $450M in revenue in 2010


Direct response is our game!


Walgreens


Multichannel retailer with over 7500 locations nationwide


Approximately $70B in revenue in 2010


Mandate to ignite SEO growth in 2012


Provide overview of strategy and tactics & role social media plays


Example of a typical Social SEO campaign


2

What is SEO?

3

Foundations of SEO


The foundations of SEO ranking is
relevance

plus
authority


Relevance


On
-
page and off
-
page semantic signals
relevant to the search query


Authority


How important the search engines think
the site is.


Based primarily on external links to site,
age of domain, site traffic

, quality
signals & social media presence etc.

4

Enter Social Media


SEO and Social Media Marketing are complementary sometimes
referred to as
Social SEO






December 2010


Bing and Google confirm that links shared
through Twitter and Facebook have a direct impact on SEO Rankings


SEO’s have suspected this since November 2009 following Google &
Bings announcements of partnerships with Twitter

5

What Social Signals Influence SEO?


It’s highly likely the following signals have a significant impact
on search engine rankings


Quantity & Quality of Fans / Followers


Authority of Fans / Followers


Analysis of Friends / Followers Ratios


Social interaction data
-

Likes, Shares, Comments, Tweets,
Retweets
,
+1’s, @ Replies, @
Mentions

etc.


Topic Focus / Relevance


Association Bias


Plus many more!


It’s a moving target!



6

Social is Well Correlated to SEO Ranking

7

http://www.seomoz.org/article/search
-
ranking
-
factors

The Future?

8

Will Social Replace SEO?


Search shows no sign
of slowing down.



Google had
appx
.
$25B
in 2010 revenue
compared to
appx
.
$3B
for Facebook


9

http://www.seomoz.org/blog/comparing
-
seo
-
social
-
media
-
as
-
marketing
-
channels


Monthly Searches per
Comscore

How we Discover Products


The case is often
made that
social is
how we find
new
products on the
web




At

least
so far, the
data doesn't back up
this
assertion.




10

2010 ATG
Study

on How Users Discover
Products


via
SearchEngineLand

http://www.seomoz.org/blog/comparing
-
seo
-
social
-
media
-
as
-
marketing
-
channels


Conversion Funnel: Social Vs. SEO


Social media isn't the
deal closer


It’s
the channel that
creates potential for a
future
conversion by
creating brand
familiarity and
driving
visitors to content that
further draws them
in
.


SEO tends to convert
directly

11

http://www.seomoz.org/blog/tracking
-
the
-
roi
-
of
-
social
-
media



The Value of Social to SEO


More traffic and higher conversion
rates!


GroupM

Research


Conversion rates in
organic
search results for users who have been exposed to
a brand's social marketing campaign are
2.4X
higher
than those that
haven't (branded terms)!


Higher SEO Rankings due to positive impact of
social signal on the search engine rankings which
result in more traffic


12

Strategy to Ignite SEO Growth


Content


Create high quality engaging
content


Social Media


Amplify content


Increase
brand
awareness &
engagement


Create backlinks
and i
ncrease
traffic


Classic SEO


Improve crawling, indexing
and ranking

13

SEO

Content

Social


The Trifecta!!

Onsite Content


Customer
centric
content portal


How
to Articles


Q&A


Apps


Tools


Polls


Quizzes


UGC


Video


Blog


Content must be engaging and easy to share!


http://www.rei.com
/


http://
www.zappos.com/ugg
-
classic
-
short
-
kimono
-
orchid
-
bloom?zlfid=111&recoName=zap_alp_p
t






14

The Trifecta

Offsite Content


Facebook http://www.facebook.com/drugstore.com


Approx. 500K fans


Deals and discounts


Polls & questions


Contests


Give
aways


Expert Picks


Encourage Sharing of Content





Twitter https
://twitter.com/#!/drugstoredotcom


Approx. 4K followers


Increasingly employ @replies,
retweets
, direct message to engage followers


Tweet about content


15

The Trifecta


Offsite Content
Cont



YouTube Sites


http://
www.youtube.com/drugstoredotcom


45 videos


http://
www.youtube.com/beautydotcombeauty


213 videos


Our Blogs


http://blog.staywelljournal.com
/


http://blog.thenaturalstore.com
/


3
rd

Party Blogs


Forums


Ongoing PR Effort


16

The Trifecta


Social Metrics


Site Traffic

-

traffic to our sites driven by social media sites


Fan/follower data



quantity and trending data


Social
interaction data

-

Likes, Shares, Comments, Tweets,
Retweets
,
+1’s, @ Replies, @ Mentions, Brand Mentions


Links
--

Blogs and Forums


Social
content performance



ROAS, CPO, Conversion Rates


17

A Typical
Social SEO Campaign

1.
Identify Business Need

2.
Scout the SEO Competitive Landscape

3.
Determine customer needs

4.
Build basket of keywords/terms and import into rank monitoring
tools (baseline)

5.
Develop classic on
-
page SEO content on product/category pages

6.
Create site interlinking to direct site authority to targeted pages

7.
Develop content for blogs, content portal, YouTube

8.
Develop series of product centric press releases around content
and promotional efforts

9.
Amplify content using Facebook & Twitter

10.
Monitor targeted keyword ranking, social metrics, traffic, orders,
revenue

18

References


http://www.seomoz.org/blog/whiteboard
-
friday
-
the
-
seo
-
fundamentals
-
pyramid


http://www.seomoz.org/blog/google
-
bing
-
confirm
-
twitter
-
facebook
-
influence
-
seo


http://thefuturebuzz.com/2009/08/19/social
-
seo
-
strategy/


http://www.toprankblog.com/2010/11/marketingsherpa
-
2011
-
seo
-
benchmark
-
report/


http://
www.seomoz.org/article/search
-
ranking
-
factors


http://
www.seomoz.org/blog/tracking
-
the
-
roi
-
of
-
social
-
media


http://www.steinarknutsen.com/7
-
key
-
questions
-
to
-
ask
-
yourself
-
as
-
a
-
business
-
owner
/










19

Questions?

20