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E-Commerce SEO – Tips & Tricks17:43 with Fábio Ricotta
US consumers will spend $327 billion online in 2016, and the competition's getting really serious. To succeed, sites need to improve their advanced strategies because everyone's doing a good job on the basic key SEO factors. This session covers tips and tricks such as link building strategies, scalable content creation, and measurement and reports with Google Analytics, developed for one of Brazil's biggest online retailers.
[Fabio Ricotta] All right guys. 0:00 My name is Fabio Ricotta. 0:02 I'm the co-founder of a company in Brazil called MestreSEO. 0:04 We have 40 employees down there. 0:09 I've been doing SEO for the past 7 years. 0:12 I trust you—I hope you trust me. 0:14 And I trained over 1,200 people in the past 2 years in Brazil. 0:17 I'm doing an amazing job. I'm training people down there. 0:23 And I hope you guys go down there for some conferences 0:26 maybe next year or others. 0:29 So today I want to share with you guys 0:31 some work we've been doing for the past year 0:36 for a company called Nova Pontocom. 0:40 They are a huge company in Brazil. 0:43 They do an amazing job with 3 brands. 0:46 They have 3 websites called Casas Bahia, 0:49 extra.com.br, and pontofrio.com. 0:52 They are like Amazon here in the United States. 0:56 They are big brands. 1:00 They spend a lot of money marketing, and they get a lot of money back. 1:02 And we've been doing this work, and for the first time 1:07 I'm going to share a case of a client of us 1:11 and I hope you guys like it. 1:17 All of the ideas are brand new, and you've never seen them before. 1:18 Hope you enjoy. 1:21 The first one is about content. 1:24 We all know in 2011 Google released this announcement 1:27 about—they are looking for more quality sites in search results. 1:33 And, yes, I was here in some conference. 1:41 I listened a lot, and in Brazil Panda just [inaudible] in August, 1:44 so I had 6 months to work with this data. 1:51 You guys had no idea how good it is to know that you have 6 months 1:55 against this guy here—you know. 2:02 I had bad dreams with Matt saying, "Hey I have a Panda for you. 2:06 And now I have a Penguin for you." 2:11 That's hard—you know. 2:13 But I had 6 months, and I worked with the company 2:15 to invest in product descriptions. 2:19 So the Panda was there, and they were going— 2:21 they almost killed us about the product descriptions 2:25 because we copied them from the manufacture—as anyone else— 2:29 and we decided to invest in new and unique product descriptions. 2:33 So they had almost 2,000 products for each website. 2:38 So how can we do 2,000 product descriptions in 6 months 2:45 for a huge company like Nova Pontocom? 2:52 So we hired some freelancers—the idea was to hire some freelancers— 2:56 like here in the United States you can outsource in sites like 3:01 oDesk, Freelancer.com, Elance—many websites. 3:05 But we don't have that in Brazil. 3:09 So I had to improvise some ideas 3:11 and—I had to improvise, 3:15 and I start to use my own Twitter account, my own Facebook account, 3:17 to request people, "Hey, you want to join us? 3:22 Join my new team—my new freelancer team that will write content." 3:26 So that's what I'm saying over there. 3:32 So I requested using Facebook and Twitter, 3:34 and I reached more than 6,000 people on Facebook 3:38 and 11,000 followers on Twitter. 3:43 And I hired 300 freelancers to work with me. 3:46 But having a huge amount of people needs a huge amount of organization. 3:49 So we organized them and prioritized our content creation 3:56 because you can't do content for 2,000 products in 1 day. 4:02 You need to prioritize which products should be first, 4:07 and we used Google Analytics for that. 4:10 So you can do this right now with me—this is really important. 4:13 You can access your Google Analytics. 4:17 Click on Ecommerce, product performance, 4:22 and you have something like this— 4:25 I blurred it because the client does not allow me to show that. 4:28 And you need to mark that information—the secondary information 4:31 you need to include the product SKU 4:36 because you need the ID of the product. 4:40 So you can create the content and you can think about it. 4:43 So before exporting this data—before exporting this report 4:46 you need to scroll down and change this, "show rows," 4:51 to 500, and then you need to look for the number 500 4:54 in your browser address bar. 5:00 So you look for this 500 and change that to 50,000. 5:05 Why is that? You keep asking. Why is that? 5:10 Because you need to get all the information—all the products 5:13 in 1 single sheet. 5:18 So that's what we did. 5:20 We—I'm sorry—the pronunciation [laughter]—okay. 5:23 Yeah, I got it. I got it. I got it. It's fine. It's fine. 5:26 Okay you got it. 5:31 So I have only some minutes— 5:32 now you have 10,000 products, and now you can export that. 5:34 So you can click here—export. 5:38 You can choose CSV or TSV 5:41 with—it doesn't matter. 5:44 And the great idea here that we had 5:46 is to combine the information about all the products with ranking data. 5:50 And we used our internal toolbar, 5:56 but you can use this Rank Tracker from Link Assistant 6:00 or many other tools around to get the ranking for a specific keyword. 6:04 And the idea here is that you have this information— 6:09 this information about your product name, 6:13 and the other side you have the ranking for that specific product name. 6:16 So what's the idea here behind this—behind this idea? 6:22 What do you guys think is the best way? 6:28 Work on keywords that rank in the top 5? 6:33 Or work on keywords between 10th and 15th positions? 6:37 For [inaudible] I bet you guys—the best way to do that 6:44 is go for the keywords between 10th and 15th 6:50 because with this much change, you can go to the first page. 6:54 So that's the main idea. 6:58 You can filter this table with the product name 7:00 and all the keywords now—we have between 10 and 15. 7:04 So I prioritized it in my content. 7:10 So with a small amount of content into those products, I can rank better. 7:13 That's the main idea. That's what we did. 7:18 It's a smart way to prioritize your content. 7:20 So you can keep doing that. 7:23 Okay? So we've created more than 300 product descriptions in 1 month. 7:25 I think you guys can do better than me. 7:32 The second tip here—I'm almost out of time so— 7:35 It's internal linking. 7:40 It seems a 101 concept, but it's a crucial technique for me. 7:44 We have an example here of a website. 7:48 And let's imagine that I have a homepage, 7:53 and I created a link to my product page. 7:55 This link will boost my page authority. 7:58 This link will give me better rankings. 8:04 Just by linking a page from your homepage 8:06 will more link juice—will give you more power, 8:09 and you will rank better— 8:12 just because of that. 8:14 So the idea behind that is we have, in Ecommerce, home pages like this. 8:15 You know—there are some products, there are sidebars, 8:24 there are menus, but usually in the middle 8:28 we have random products. 8:32 Why random? Why random? 8:34 My tip for you guys is that you must choose the products 8:37 in your homepage. 8:45 You must choose the products that you need 8:47 A small push—a small amount of link juice to rank better. 8:50 And again—how to do this? How to do it? 8:55 This deal that you need to get that sheet—I don't know—yeah. 8:59 We spoke about, and you can use it here. 9:07 You select the products that need a small push. 9:10 You get the products between 10th and 15th position, 9:13 and link them from your homepage. 9:17 And you're going to see them like your rankings—like this—boom. 9:19 You get a product—I bet you—I bet you guys— 9:24 a trip to Brazil to see, to eat [inaudible], to go to Carnival— 9:29 if you put a product on your homepage, 9:34 you're going to hit the first page of Google. 9:36 I promise you—I did this before. 9:38 Okay? So you can use the same idea in category pages. 9:40 You have pages like this and you have products—random—again—again. 9:47 Why is that? Choose the products. 9:55 You guys can do that. 9:58 And buying guides—if you have buying guides 10:01 why can't you put all your products here? Choose them. 10:05 If I have a page talking about the new iPad, 10:09 why don't I have new iPads on the site? 10:12 That's the idea. 10:15 So choose them and put them there. 10:17 And you can combine not only ranking data, 10:19 but you can combine information about value—product value. 10:22 How much margin are you getting for each product? 10:27 You can combine this information with ranking 10:31 and choose those who are producing more money for your company. 10:34 That's an easy way to think. 10:39 Remember, to make money, you need control. 10:41 Okay? 10:48 The third tip—here—link building. 10:51 Our main strategy for our client is doing infographics. 10:53 I know infographing is bullshit—blah, blah, blah. 10:59 People are saying—experts are saying. 11:02 I don't give a shit. I'll show you guys how to do that—you know? 11:04 We've been doing infographics about cellphones. 11:08 We've been doing infographics about tablets. 11:11 We've been doing infographics about bikes. 11:14 Our companies sell bikes. 11:18 We use the infographics to illustrate and give ideas about holidays, 11:20 about Christmas, about Valentine's Days. 11:27 We are getting engagement with people. 11:31 People are liking us because we are sharing more infographics. 11:35 But we keep in mind that infographics are not only an image 11:40 infographics must result in conversions. 11:46 So we explored some new ideas. 11:48 This idea here, it's about a console. 11:51 It's about a videogame. 11:55 We have here a PlayStation. We have here a Nintendo Wii. 11:57 We have here Xbox. 12:00 And what we did is to offer an Xbox special offer— 12:02 nearby the infographic. 12:08 So people came here into this landing page 12:10 to talk about Xbox—to talk about the PlayStation they saw. 12:14 "Oh, an Xbox special. I'm going to buy one." 12:17 And it converted. It converted a lot. 12:22 So what else can you do about coffee—infographic about coffee. 12:26 We have here below the infographic about coffee 12:32 we have some coffee makers. 12:37 Why can't you do that? 12:39 Explore more ideas. 12:41 Yesterday was the launch of Batman in Brazil. 12:43 We launched an infographic about Batman. 12:48 We could add some boxes with DVDs of Batman together. 12:51 Imagine the fans going to see that and buy a box, 12:56 a DVD, a Blu-ray about Batman. 13:01 That's the idea you must keep in mind. 13:04 We got the small links—it's far better than 13:07 [inaudible] and direct submission and all that bullshit, 13:11 but this is really good. 13:16 These are editorial links coming to my site. 13:19 The final idea—competitive analysis. 13:22 It's always good—right—to pay attention to your competitors. 13:27 I like it—I like it so much. 13:33 We have some paid tools to estimate how much traffic a website is receiving. 13:36 We have compete, quantcast, Experian-Hitwise— 13:42 we have may tools, but I like to monitor my competitor's rankings. 13:47 So remember about our—I'm out of time—okay. 13:52 Remember back when we spoke about the main idea of the presentation? 14:00 We have here this information, 14:06 and you can combine with your competitor's rankings. 14:09 That's the idea. 14:12 So we did this in Brazil when the new iPad came out. 14:14 We got the page about the iPad with all the model specifications. 14:17 We got all the ideas and we combined them using merge words. 14:22 We got almost 48 combinations, 14:27 and we used an internal tool to check the rankings. 14:30 So we got all the 48 keywords with versus— 14:35 my website versus my competitor's websites. 14:40 My rankings, my competitor's rankings, 14:45 and now I have a big picture of how my site compares against some other sites. 14:48 So that's the main idea of this dashboard—I know that I'm out of time. 14:56 So you can add a bar graph, 15:02 and you can have a visual picture of what's going on 15:05 between you versus your competitors and you can explore new ideas 15:10 and do some good approach or home page stuff or link building stuff. 15:16 Final thoughts—I know. 15:21 I need to thank this guy, Elias, who supported me, 15:25 who invested in me across the years. 15:29 I need to thank all those guys in Brazil who helped me 15:31 across the years—across the journey. 15:35 And I'll leave you guys with a quote of my mom, 15:38 "You can always achieve your dreams with hard work." 15:43 And I can call her when I go back to the hotel and say that 15:46 my dream came true—speaking for you guys. Thank you. 15:50 [applause] 15:54 Sorry. 15:58 [applause] 15:59 [female] It doesn't matter that you went long. 16:00 I could listen to your voice all day. I love your accent. 16:02 Okay let's do—we're going to take a break, but before we do that 16:04 do we have a question or two we can get in—we have a little time. 16:07 [Fabio] I can be around for you guys. >>Yeah. 16:10 Go ahead, you want to do— >>sorry about the shit stuff. 16:12 One question right here in the middle. [laughter] 16:16 [Fabio] I'll try to improve my accent. 16:18 [female] Oh no, the accent's great. [laughter] 16:20 Right there in the middle. 16:24 [Matt Dexter] How you doing? Matt Dexter from U-Haul International. 16:26 We have a lot of products that have—our vendors also have it to our competitors. 16:30 What I've noticed that if I'm looking for a product 16:37 I go into like Google shopping results, 16:39 and sometimes our products don't show up 16:41 because we don't have the same description as the manufacturer— 16:44 the manufacturer description that everybody else has. 16:49 So it's not like—you know—we're in one of those, 16:51 "Hey, 15 stores are selling this particular product." 16:54 What is your insight on that as far as creating the custom description 16:58 and not being part of that group. 17:04 [Fabio] It did not happen while I was in Brazil 17:07 so we created unique descriptions 17:09 and it kept appearing on Google shopping results. 17:11 Maybe there is something misleading with your Accent mail. 17:15 Maybe something like that. 17:18 Maybe your ID, maybe your SKU is not the same as the other guys are using. 17:19 Try to check that. 17:25 [female] See this guy afterwards if you have some questions. 17:27 Evidently he had some really good stuff to say 17:31 so we ran out of Q&A time so I apologize for that. 17:34 But thank you very much. >>Thank you, guys. Thank you. 17:37 [applause] 17:39
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