using content and engagement to increase traffic and sales - tim grice, branded3
DESCRIPTION
eCommerce Theatre - June 17th, 12:30-13:00 Ecommerce SEO has predominantly been about getting as many products as possible indexed and visible within search engines. In order to perform organically; ecommerce businesses need to think like publishers, deciding on the best strategies to engage their audience and ensuring they have answers to questions during the consideration process.TRANSCRIPT
Audience Engagement
Increasing Traffic & Sales
TIM GRICE – DIRECTOR OF SEARCH
Popularity
Citations
Social
Authority
Engagement
Anchor Text
Keywords
Links Ranking Signals
Popularity Engagement
Ranking Signals
SEO Task List
Find relevant keywords
Add keywords to content
Build links (From anywhere)
Anchor text
£ Traffic You have to
Engage
YOUR SITE
Engage
“There is no shortcut to success.”
…Return to Search
Dwell Time?
“Your goal should be that when a visitor lands on your page, the content answers all of their needs, encouraging their next action to remain with you. If your content does not encourage them to remain with you, they will leave. The search engines can get a sense of this by watching the dwell time. ” Duanne Forrester - Bing
Anyone Remember Panda?
Low quality content
Unclear or no call to actions
Poor navigation
Does your content serve the user
…they leave
Where do we
Start?
Identify Poor Performance
Cross Reference with Keyword Data
Most Panda issues can be solved through better
Engagement
How do we increase
Engagement?
Google Analytics
Social Listening
Market Research
Customer Feedback
Focus Groups
Who are you trying to Engage?
Blogs
Site Search
Competitors
Market Research
Forums
Social Sites
Reviews
Keywords
Audience Reporting
Consumer Surveys
Relevant
User Experience
Fast
Comprehensive
Want
What
Can you get rankings without
Links?
Content Strategy Manual Action/Panda
Manual Action Revoked
Content Strategy
No Link Building
Put your best content in front of people.
Rankings without Links
20% Bounce Reduction
200% Time on Page
If you have enough links to be in the top 5 you have
enough to be at the top.
What about
Popularity?
Your website has to be Popular
60,500
22,200
14,800
12,100 33,100
14,800
All things being equal, branding wins…
Useful
Entertaining
News Worthy
Insightful Provoke Engagement
Audience Led
Creative
TV
Outreach
PR
Display
Social
Paid Search
Creative
Apps
You’ll always rank position ‘1’ for brand search
2014 – The year of building better websites.
