Can we really learn from the best?
-
Hi All,
When I started my site (an eCommerce site) I copied (or tried) a lot of things from the best eCommerce sites I thought were out there.
Sites like Zappos, ZALES, Overstock, BlueNile etc.
I got hit pretty hard with latest algo changes and I posted my question at Google Webmaster Help forum I received answers from Gurus that we are keyword stuffing etc. (mainly with internal links to product pages but other issues as well).
My answer was a link to Zappos and other sites showing that what we do is nothing compared to them. I also showed dozens of SEO "errors" like using H1 tag 10 times per page, not using canonicals and many other issues. The Guru's answer was "LOL" - who am I to compare myself to Zappos.
So the question is... Can we take them for example or are they first simply because they are the biggest?
-
Companies that spend more time building their brand are going to be trusted more than companies that spend most of their time on SEO. Companies that have well-known brands and high-traffic websites with hundreds of thousands + quality external links, an aged domain, lots of brand-related signals (e.g. searches for their brand) are going to be given the benefit of a doubt.
The rest of us are S.O.L. until we can build that brand presence. You have to toe the line.
Yes you can learn from the big brand sites, especially when it comes to things like upselling, cross-selling, brand building, email marketing... but having worked with a lot of big brands I can tell you that their SEOs don't typically know anymore than others. They also have to go through a maze of bureaucracy to get anything implemented. As such, I don't pay much attention to what they are doing SEO-wise. If something works for them it probably has more to do with the power of their brand and domain than it does with a particular tactic. Emulating them with regard to SEO is typically useless, at best, and often dangerous.
-
Is there an eCommerce website (or several) you can recommend to look at?
-
In the early days we did what we wanted and had good results. Then we started to read everything out there about SEO & Marketing etc, and started to implement these changes which gave negative results.
We then started to look at what others were doing, if we felt they were the best we tried to emulate them.
What we realised pretty quick is, it doesn't work! We just have the perception they are doing it right, but we don't have access to their analytics to know if they are. You have to try things out and find out what works best for your company. Often this involves asking your customers what they like and what works for them.
I've read so many articles from experts that say don't use "send" on a call to action button. For one client that simple word has worked wonders. For another "read more" had a higher conversion than any thing else we used.
-
Sorry it wasn't clear.
All of our content is unique and we are not in the same industry as they are.
By "copied" I meant concept, structural design, naming conventions etc.
Copied IDEAS...Thanks
-
It's great to learn some new ideas from the best eCommerece websites. I would recommend you to take them for example of the good things on their website and not from the Black Hat part.
Also, it's very general to say that they are "the best", because it depends on the keywords you are searching in order to see them first on Google.
Hope that helps!
-
Hello there,
Being quite new to SEO and also PPC I rely a lot on MOZ blog and Q&A as well as other sources and I do keep an eye on bigger companies (I manage an e-commerce site for a small comapany) to get ideas and also to compare what I do to what they do, where I can improve, where I am going wrong. And I do think you can learn from them, but the way I see it is that you shouldn't be kind of replicating strategies or tactics that others have implemented because they might not work for you, and in this case they didn't.
Some of my competitors have Websites that rank well and better than the one I manage but they have tons of keywords on each page and their sites are optimized for search engines not for humans.
Consider also the link profiles of these companies, I am sure Amazon doesn't struggle in acquiring natural links from relevant and authoritative sites.
My suggestion is that you should optimize your website for your audience using as many best practices as you can and doing it by evaluating your objectives and goals. Also use competitors and bigger companies to get ideas and to differentiate your OVP
Good luck
-
Hi there,
I also run an eCommerce site. And we rank number one for many keywords in the Disco, DJ and Lighting product categories. You have told me exactly why you failed to rank in your first opening line: "I copied".
Google doesn't want content that is identical to an already existing, larger company. Why should it include your website in SERPs when you're just a copy of a much larger website?
I personally don't see anything blackhat about Zappos. But I've literally just grazed over it.
What you need to do is be unique. All content should be unique to your website. No copying manufacturer descriptions, no keyword stuffing your descriptions, using correct title tags, h1 tags and alt tagging your images.
We have competitors who have been a PR 5 and ranking better with certain keywords for years. Thankfully, Penguin and Panda took care of them and we were boosted to that beautiful number 1 spot in the SERPS.
SEO in ecommerce requires patience, beautiful content, unique descriptions, SIMPLE navigation and customer experience.
You need to find the thin line between a fantastic user experience and a crawlers dream!
I don't take any "examples" from any website. I do my SEO how my website needs to be done. I know my website, I know my products, I've studied the keywords and phrases people give Google to find certain products and I have utilized those keywords to create content people WANT to read as well as content that crawlers are going to love.
Being the biggest does help you rank. However, if they try any blackhat techniques, Google will penalize them just as hard as you or I. But do you need to use Google to reach Amazon? Or do you just go directly to Amazon? They have no problem with paying $$$$$'s a month to sit pretty at the top of the serps sponsored section.
Just my two cents
Tom
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
How I can improve my website On page and Off page
My Website is guitarcontrol.com, I have very strong competition in market. Please advice me the list of improvements on my websites. In regarding ON page, Linkbuiding and Social media. What I can do to improve my website ranking?
Intermediate & Advanced SEO | | zoe.wilson170 -
Best option for Affiliate links on your website?
Hello! I have a website which is completely affiliate based. What is the best option for the links on-page? Examples would be: affiliate.website.com/12901730?2=3532523=user12342901730?2=3532523=user?Whittie www.website.com/affiliate=user?Whittie=load-of-tracking=date=blah=blaH?blah And So on... Which look ugly as sin when you hover over the Anchor Text. Ideally I would like a 301 redirect to mysite.com/goto/affiliatename, which would then have a rel nofollow. This way I could also track the exit pages via Analytics too guess, which I've not currently got set up and i'm desperate for it to be done. Does this method effect anything on search engines though? I've seen mixed report, but going back to 2011 which is too long ago in the SEO world. Another option is to use the likes of "Bit.ly" or use another domain and host 301s on there? The new bit.ly integration from moz might come in handy here. Please advise on the subject, I really appreciate any help on this, as i'm at a brick wall. Thanks
Intermediate & Advanced SEO | | Whittie0 -
When migrating website platforms but keeping the domain name how best do we add the new site to google webmaster tools? Best redirect practices?
We are moving from BigCommerce to Shopify but maintaining our domain name and need to make sure that all links redirect to their corresponding links. We understand the nature of 301s and are fine with that, but when it comes to adding the site to google webmaster tools, not losing link juice and the change of address tool we are kind of lost. Any advice would be most welcome. Thank you so much in advance!
Intermediate & Advanced SEO | | WNL0 -
How can I rank a national site for local terms
Hi All I have a website that covers all parts of the UK and I wish to be found for terms such as "car for sale London" "car for sale Manchester" and so on. In the past I have created separate landing pages for each town and city but with the quality score of a page becoming more of a ranking factor it is hard to make 300 + town pages interesting and useful. Is it best practice to do what I am doing and improve the quality of each of the pages or would I be better off removing the old pages and using some other technique to rank for the local searches? Thanks for your help
Intermediate & Advanced SEO | | MotoringSEO0 -
Best Format for URLs on large Ecommerce Site?
I saw this article, http://www.distilled.net/blog/seo/common-ecommerce-technical-seo-problems/, and noticed that Geoff mentioned that product URLs format should be in one of the following ways: Product Page: site.com/product-name Product Page: site.com/category/sub-category/product-name However, for SEO, is there a preferred way? I understand that the top one may be better to prevent duplicate page issues, but I would imagine that the bottom would be better for conversion (maybe the user backtracks to site.com/category/sub-category/ to see other products that he may be interested in). Also, I'd imagine that the top URL would not be a great way to distribute link juice since everything would be attached to the root, right?
Intermediate & Advanced SEO | | eTundra0 -
How can I penalise my own site in an international search?
Perhaps penalise isn't the right word, but we have two ecommerce sites. One at .com and one at .com.au. For the com.au site we would like only that site to appear for our brand name search in google.com.au. For the .com site we would like only that site to appear for our brand name search in google.com. I've targeted each site in the respective country in Google Webmaster Tools and published the Australian and English address on the respective site. What I'm concerned about is people on Google.com.au searching our brand and clicking through to the .com site. Is there anything I can do to lower the ranking of my .com site in Google.com.au?
Intermediate & Advanced SEO | | Benj250 -
Keyword Targeting Best Practices??
What is the best way to target a specific keyword? I rank well for several of my keywords but want to do better on others. How do I go about doing this?
Intermediate & Advanced SEO | | bronxpad0 -
How can I create a redirection on IIS?
Hi, I want to know how to create a server side 301 redirection on IIS7. I found on google the below details; IIS Redirect In internet services manager, right click on the file or folder you wish to redirect Select the radio titled "a redirection to a URL". Enter the redirection page Check "The exact url entered above" and the "A permanent redirection for this resource" Click on 'Apply' But couldn't find anything like that. Can anyone help me out. thanks & regards
Intermediate & Advanced SEO | | VipinLouka780