SEO

Your Quick Guide to the Top eBay Destinations and How You Can Use Them to Optimize for Higher Earnings

Your Quick Guide to the Top eBay Destinations and How You Can Use Them to Optimize for Higher Earnings

Although using the same landing page for all of your campaigns may seem like an easy way to save time, when used strategically, more specific pages can accelerate conversions and drive more dollars per click.

Paid vs. Organic Search – Who Wins?

The debate over paid vs. organic search has raged for years in SEO circles. We’ve long known that natural search results held an advantage over PPC, but by how much? Recently, Econsultancy published an article showing that paid search only accounts for 6% of all clicks on Google and Bing versus 94% for natural search clicks in the UK. The research was conducted by GroupM UK in partnership with Nielsen.

The study also found that women were more prone to clicking on paid search results than men, and as individuals got older they tended to click on paid search results more than their younger counterparts.

This infographic by MEC breaks down the research in more detail:

There are some interesting takeaways here for me. Mainly, it would stand to reason, based on this study, that having an audience that skews female may mean that PPC is a better value than if your site appeals to men. For example, if you run a women’s shoe blog you may find more value in paid search than, say, an auto racing website.

Do these results surprise you at all? How much spend do you dedicate to PPC? Do you feel like the return is worth it? How well do you rank for key terms in natural search? We’d love to get your thoughts in the comments below.

8 Link Building Tips From SEOmoz

Building inbound links is an important part of increasing your search rank within Google. Sure, the Panda and Penguin updates have muddied the waters a little bit, but most agree that quality inbound links will still benefit your ranking. SEOmoz does these great videos called "Whiteboard Fridays" where they share tips about best practices for Search Engine Optimization. This week Paddy Moogan is sharing 8 quick tips for getting inbound links.

NOTE: We haven't tested any of these suggestions and can't vouch for every tactic recommended in this video, but our hope is that it will get you thinking of other clever ways to go about generating inbound links to your sites in a legitimate way.

Have you tried any of these tactics? Did they work? What would you do differently? We'd love to get your feedback in the comments below.

ePN TV: Jordan Koene Shares Some Do’s and Don’ts for SEO

This week we’re joined once again by our friend, Jordan Koene. Jordan’s part of eBay’s SEO team and we find it helpful to bring him in from time to time to discuss some of the more pressing SEO issues of the day. This week Jordan’s a multi-part question from ePN Publisher harmjamh:

“I would like to have some SEO-related info: do’s and don’ts, nofollow, follow, cloaking, redirects, amount of outgoing links on one page etc. Maybe these things are already covered awhile ago – don’t remember.”

What questions do you have for Jordan? We’d love to get your thoughts in the comments below.

ePN TV: Jordan Koene on the Importance of External Linking

This week on ePN TV, eBay’s SEO Samurai, Jordan Koene, continues our SEO series talking about the importance of external linking strategies. In particular Jordan focuses on three areas: authority linking, content development and foundational linking.

“External links come from other sites - other media sites, forums, blogs – and ultimately these are the links that really drive our rankings up,” says Koene. “There are obviously navigational links and site links that help, but really, the ones that impact our business the most are these external links.”

As always, if you have questions for Jordan about any of the topics he’s covered in this video, please leave them in the comments below and we’ll make sure we get an answer for you.

Don’t forget, the ePN Blog can now be delivered right to your inbox. Simply enter your email address in the right-hand sidebar in the section titled “Subscribe by email” and follow the instructions.

ePN TV: Jordan Koene Talks Best Practices and Schemas

Every month we pour through the blog metrics to see what types of content resonates with our readers. SEO consistently ranks up there as some of your favorite content – and that makes a lot of sense. After all, proper SEO can make all the difference in the world in helping your business vault to the next level.

One of my favorite SEO resources at eBay is Jordan Koene. A little while back we shot three different SEO segments with him for ePN TV. This week we bring you the first installment where Jordon covers best practices and building out schemas.

“A schema is a way for us to tag different parts of content or information that is on our page,” says Koene. “It’s extremely useful because it gives indications to search engines about what’s on the page in ways that search engines just can’t understand.”

Be sure to check out Jordan’s recommendations and visit schema.org to get more helpful information. We’ll also pass any comments you may have to Jordan, so feel free to leave them below.

Don’t forget, the ePN Blog can now be delivered right to your inbox. Simply enter your email address in the right-hand sidebar in the section titled “Subscribe by email” and follow the instructions. 

Writing Great Titles for Blog and Website Content

If you’re like me you often spend time thinking about and writing great content for your blog, don’t focus too much on the importance of choosing the right title. We know that a great title is important for improving organic search rank, but how important? What criteria should you keep in mind when creating your titles for your content?

I came across a post over at ProBlogger called “A Scientific Approach to Writing Page Titles.” They outline five specific steps that can help you rank better in organic search:

Keywords: Make sure your keyword phrases make sense for a blog. For example: “How to Buy an Electric Shower” makes more sense than simply “Electric Showers.

Look at Competitors’ Titles: The great thing about Google is that they will show you what works best before you even start. Search for the phrase you want to rank for - Google will conjure up a page full of sites which it has found to be relevant for that phrase.

Look at Competitors’ Posts: First, they will give you some ideas that could make your post better. Second, you are looking to check that these posts are similar to yours (but hopefully not as good).

Build a Cracking Page Title: Your page title doesn’t necessarily need to be written in full sentences because that isn’t what search engine users expect - make it concise but not gibberish. The key is to catch users’ attention and convince them to click.

Learn and Improve: Once you have published a few posts and got some rankings, you can start to monitor your traffic. Set up your Google Analytics and Webmaster Tools, and each time you publish a new post go and check out your data.

I encourage you to head on over to ProBlogger and read the full post. There’s a lot of great ideas that can help you create page titles that will help you rank better in Google.

What are some of your tricks and tips to writing titles? We’d love for you to share them in the comments below.

Chatting with eBay Partner Network: Jordan Koene Drives Home the Importance of SEO

If you have a website or a blog you probably know that proper SEO is one of the single biggest things you can do to drive more traffic to your online business. In this week’s video segment, Ivka Adam is chatting with SEO Guru, Jordan Koene, about eBay’s approach to working with search engines and why it’s such a driving force in our business.

“Right now at eBay what we’re trying to really focus on is rebuilding the hierarchy of our site. Obviously we have millions of pages, we have millions of products, and they are all over the place in a lot of ways,” say Koene. “What we want to do is structuralize that in a very hierarchical way so that not only users can benefit - in terms of searching for the right product - but also search engines can rank the right pages for whatever term we’re focused on.”

According to Alexa, eBay is the 9th most-visited website in the U.S. – that is in large part due to the efforts of members of our search team, like Jordan. Keep in mind that eBay is made up of millions of unique pages with content that is mostly user-generated. How do we keep that organized in a meaningful way for users and search engines? Take a look…

Obviously SEO is a major ongoing initiative here at eBay. Between the constant changes to our rapidly growing and evolving website, and the algorithmic updates being rolled out from Google on a daily basis - the job of an SEO team is never truly done. In fact, next week Jordan will be back in another video to give you some tips and tricks on how you can better optimize your own web property.

Feel free to leave questions or comments below and we’ll make sure Jordan jumps in to answer them.

Quick and Easy SEO Tips

We talk a lot about SEO on this blog – for good reason. We believe it is one of the most important things you can do to increase traffic to your web property. Today, we’re going to share a few tips that you can implement fairly quickly.

RESEARCH KEYWORD PHRASES

Putting in the work on your website can have a dramatic effect. First, the easiest and most common advice, use Google keyword suggestion and Google insights for search tools to identify important key-phrases and landing pages to be created. Use the chosen keywords or their synonyms in the URL structure, meta tags (title, description) and content of the page in a structured way. Rich media (images, videos, etc.) can be optimized too by filling in title and alt tags. You may also want to highlight some of your keywords by using Hn (heading tags) and bolding them (only from time to time), and use contextual internal links (leading to pages with further details). Also make good use of microformats: it will allow search engines to retrieve rich media in organic results, leading to an increase of your CTR. It’s important to practice restraint. We’re not creating pages for search engines but for internet users – so make sure to keep your keywords relevant and in-check.

PAY ATTENTION TO USER EXPERIENCE

The user experience has become an important factor of any SEO strategy. In particular, you should pay attention to your ergonomics and whether the URL and its content match the needs of your target audience. Search engines will actually boost your rankings if your bounce rates are lower than your competitors’ and if your pages load faster than average.  Keep an eye on these two stats and make sure they are within what you deem to be an acceptable range.

GET SOCIAL

Finally, social media among other offsite strategies now plays a major role in SEO. Recent tests showed that using +1 button leads to an increase of CTR by 20% in organic search - so you want to make sure that you include +1 button on your website. Twitter and Facebook have massive impact as well. Did you know that retweeting specific URLs or sharing content on Facebook is taken into account by search engine algorithms?  Make sure you provide easy one-click buttons on your website that encourage your users to share your content. Additionally, spread the love by actively sharing and commenting on other content in your niche. This will promote reciprocity and demonstrate your commitment to your vertical.

SHARE

We know that lots of you have your own special tips and tricks for SEO. We’d love for you to share them in the comments below. Also, once you’ve experimented with the three tips above, please let us know how they’ve worked for you.