the seo landscape is shifting, use new strategies to …eba4cabbb25aaebe2475... · seo landscape is...

THE SEO LANDSCAPE IS SHIFTING, USE NEW STRATEGIES TO KEEP UP

Shawna Hausman, VP Ecommerce and Digital Marketing @ giggle

Will Uppington, Head of Product @BloomReach

Changes in organic search have made SEO much harder

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Less Real Estate &

More Competition

Greater Scrutiny &

Tighter Guidelines

Less data

SSL / No Query

SEO

link removal

managedpage creation

directory link building

Many older strategies now aren’t working as effectively

link baiting/infographics

improved content

aggressivelink building

Get the fundamentals right

Go beyond the fundamentals with new strategies

Better metrics

New data to understand demand

Advanced content and discoverability improvements

What should you focus on in the shifting landscape of SEO?

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Getting the fundamentals right

External links

Build your brand in your market

Earn/maintain links for the link, not for SEO

External links

Build your brand in your market

Earn/maintain links for the link, not for SEO

Solid on-page content and SEO

Indexable content

Unique, intent matching SEO page elements (headers, titles, canonicals, snippets, etc.)

Broad page coverage and tagging

HTML content written for how people search

Content people want to link to

Solid on-page content and SEO

Indexable content

Unique, intent matching SEO page elements (headers, titles, canonicals, snippets, etc.)

Broad page coverage and tagging

HTML content written for how people search

Content people want to link to

SEO friendly navigationCrawlable link structures

SEO-friendly/descriptive URLs

In-linking across all pages

SEO friendly navigationCrawlable link structures

SEO-friendly/descriptive URLs

In-linking across all pages

Fundamentals are not always so easy

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Limited unique descriptive content

Not using commonly searched for terms aka

“jeans”

Large amount of duplicative content

present on all products

Specialty vs. Large e-Commerce

Look beyond revenue, traffic and rankings to determine SEO success

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*Panda

*Google updates for poor quality content

Visibility

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Understand drivers

Fixing content quality

Measure the metrics that you can optimize like content quality and discoverability

HEALTHIt is working?

QUALITYIs it high quality and

differentiated?

HAPPINESSDo they like it?

DISCOVERABILITYIs your content discoverable?

DEMANDHow many users are

looking for it?

PAGE COVERAGEDo your pages match

your demand?

SPEEDHow fast does it load?

REFERRAL HEALTHDo you have healthy

external links?

How can you track content quality and discoverability?

Google webmaster tools SEO audits Ongoing content performance system

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Replace lost data

Google webmaster tools and AdWords

Use new data

site search queries & deeper understanding of user behavior

Lost query data! Replace it and use new data sources

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Using new data to understand demand

New data

Create new“changing pad” page

Improving differentiated content and discoverability and is a sustainable way to improve SEO

Add new pages

Improve existing page content

Remove content or pages

Increase and optimize In-linking

Earn links

Improving content and linking is a proven way to grow revenue

Adding differentiated content is key

Use differentiated content to create new pages

In summary…

SEO landscape is changing dramatically

There are ways to still ‘win’ in SEO

Seek out sustainable strategies focusing on your site and content

Get the fundamentals right

Look beyond revenue, traffic and keyword rankings to gauge success

Use new data sources to understand demand

Improve your content and discoverability and differentiate!

Shawna Hausman, VP Ecommerce and Digital Marketing @ giggle

Will Uppington, Head of Product @BloomReach

THANK YOU.