E-COMMERCE SEO SUMMIT: OVERVIEWS

BIO.

Brodie Clark is an independent SEO and organic growth consultant based in Melbourne, Australia. As Australia’s best-known name in the field of Search Engine Optimisation, Brodie regularly consults with clients globally.

With over a decade of experience working in SEO, Brodie has worked at leading SEO agencies within Australia, in senior roles, before making the move to full-time consulting under Brodie Clark Consulting Pty Ltd at the beginning of 2019.

Google Organic Product Grids: How Ranking Works.

Ranking within organic product grids is a major opportunity for eCommerce SEO, especially with the recent global expansion. For product queries, you can bet that product grids will be occupying significant search results for real estate.

By ranking prominently within product grids, stores can enjoy high CTRs with direct revenue attribution for non-branded queries.

Kicking off the eCommerce SEO Summit, Brodie shared a technical-focused presentation, designed for anyone who has a vested interest in the growth of organic search for eCommerce stores.

Key Action Points:

• Make use of reporting views across GSC, GMC Next & GA4 for accurate analysis.
• Use an extensive set of product feed attributes.
• Ensure effective optimisation for product feed titles.
• Explore the use of various merchant features.
• Assess competitive edge metrics (price, returns, etc).
• Pay attention to the structured data notices in GSC.

BIO.

As SEO Lead at Digitaloft, Liv is responsible for leading the SEO strategy across some of the agency’s largest clients.

Her knowledge and expertise lie in having an in-depth understanding of how SEO can connect to other marketing channels to become even more effective and amplify growth for businesses. Liv’s role is pivotal in driving growth to push the agency forward, and she leads her team by example; always ready to guide our clients and lead them to success.

The Ultimate Guide to Never Writing Another Ultimate Guide: Planning an Impactful eCommerce Content Strategy.

When we asked Liv Day about writing "ultimate content guides" she was pretty sure that everyone in SEO has fallen victim to this concept before, and so for the next session, Liv talked us through how you can plan for ultimate impact and ensure that you have a futureproof guide for all of your upcoming eCommerce strategies.

Key Action Points:

Most e-commerce blogs are a little bit shit. And there are a few reasons for this - 1). A lack of understanding, 2). Over-reliance on keyword research, 3). Creating unnecessary volumes of content, 4). Keeping blog content in a silo, and 5). Old content is ignored.

A handful of principles underpin an effective e-commerce blog strategy.

• Understanding that informational content is also there to support rankings for revenue-driving pages.
• Prioritising content quality, information gain and showcasing EEAT signals.
• Keeping on top of content quality with regular audits.
• Keeping it relevant to your business and your product.
• Supporting users at every stage of their buying journey.
• Making content work harder across all channels.

BIO.

Since the age of 15, Luke has been obsessed with two things; fragrance and selling online. Fragrance continues to be an expensive hobby, but eCommerce became a thriving career. Luke is an eCommerce consultant specialising in growth & conversion. He’s delivered incredible results and sustainable growth for businesses like Caterpillar, Renault and Chemist Direct, delivering e-commerce growth first, and SEO second.

Big and Easy CRO + SEO Wins to Grow Ecom Sales.

As someone who has been obsessed with selling online since the tender age of 15, who better to take you through the easiest ways to grow your online sales than Luke Carthy? For this session, Luke talked about all things CRO to provide you with quick and easy SEO takeaways that will have a meaningful impact on your revenue.

Key Action Points:

1. You need to optimise your site search. Start by optimising your top 5% of search queries.
2. Build a sexy faceted nav for long-tail gold.
3. Create and host your own discount code page.
4. Enable guest checkout.
5. Add your core global FAQS to all product pages.
6. Custom tags in heat maps are insanely powerful.
7. Turn off all the damn popups!
8. Keep your categories stocked.
9. Remember, you need to optimise for your audience.

BIO.

Matthew gets the best brands in the world the converting organic traffic they deserve. Matthew is currently building the blueprint for the best SEO strategy in fashion, at his favourite brand in the world, Represent.

Q&A Session.

For this one-to-one Q&A session with Represent's SEO Manager, Matthew Martin, we did a deep-dive into what it takes to grow a brand like Represent, specifically when it comes to organic performance in the world of eCommerce fashion.

BIO.

With over 12 years of delivering results for e-commerce brands, Freddie has driven growth in industries all over the DTC world. From home decor to warehouse shelves and pet food to men’s health. Working with a wide network of brands has enabled Freddie to develop a strong network of partners who can drive real results. Even growing his own DTC brand with only SEO.

Branded SEO: Your Quickest Win Right Now.

Branded terms for eCommerce simply don't get the attention they deserve, with SEOs focusing predominantly on non-branded terms and therefore inevitably neglecting some of the easiest wins when it comes to branded terms.

In this session, Freddie took us through his thoughts on why brand still needs to play a part in your SEO strategy.

Key Action Points:

1. Find your branded terms.
2. Answer the questions. a. Are you ranking? b. Is it the page we want? b. Can we do better?
3. Ensure you have dedicated pages.
4. Get those pages indexed and optimised.

BIO.

James Brockbank is an experienced SEO professional and is the Managing Director & Founder at Digitaloft, a UK-based agency, and an experienced specialist in content-first SEO and digital PR.

With more than 14 years of experience in SEO, a career spanning both the technical and creative sides of the industry. James has previously spoken at or written for events and publications including SMX, BrightonSEO, Pubcon, WordCamp, State of Search, Search Engine Journal, Search Engine Land and Semrush.

eCommerce Link Building: Building a Strategy that Drives SEO Success.

During James’ session, he walked through a proven strategic approach you can take to identify the tactics you should be using in 2024 (& beyond) and he shared how you can execute these in a way that contributes to growth in rankings, traffic and revenue.

James shared insights into the tactics that every eCommerce store should be leveraging as well as actionable tips for making sure the links you're earning are actually having an impact on SEO success.

Key Action Points:

• Link building isn’t just an SEO problem. It needs to be a team effort.
• Having an impact isn’t just about getting the link, it’s about how you use that link to achieve your goals.
• Different goals need different tactics. If you don’t know where you’re going, how can you figure out how to get there?
• The new fundamentals of SEO… intent + information gain + user signals + reputation.

BIO.

Aleyda is a well-known and highly experienced International SEO consultant, providing personalised & strategical SEO advice, training and ongoing support through her boutique SEO consultancy Orainti, from where she helps multinationals to startups across the world in competitive industries & complex environments requiring a highly personalised, in-depth & scalable approach towards organic search growth.

Winning at eCommerce SEO Now & Trends to Watch

From the filter sidebar, product carousels knowledge, panels and buying guides, to commercial AI Overviews, and upcoming AI personalised SERPs, Aleyda closed the Summit for 2024. As part of the session, Aledya discussed the shifts in e-commerce search results, as well as what we can expect to see in the future. Aleyda also shared key actions to take to keep your online store organic search visibility, traffic and ultimately, revenue growing in Google SERPs.

Key Action Points:

1. Maximise Your PDPs optimisation efforts: Google will refer more to PDPs and less to PLPs due to features & personalisation.
2. Facilitate Google access and understanding of your product-related content with SD, Merchant Center Feed and Image Optimisation, to maximise your visibility with the growing search features.
3. Grow your brand authority with informational content investment.
4. Track your SERP features, pixels, and click shifts over time.