On 22 June 2015 I led a roundtable discussion at SEO Bootcamp in London, the discussion covered various eCommerce optimisation issues, and a range of challenges the delegates were currently working on.
“Let’s sit down and talk about unique content, social signals, page titles, content marketing, brand entities, site speed, SSL certificates, image optimisation, re-marketing, XML sitemaps, videos, internal linking, external linking, toxic backlinks, negative SEO, search themes, local search optimisation, Google Now, crawl budget optimisation, keyword research, call tracking, information architecture, merchandising, schema markup, tracking pixels, up & cross-sell tactics, analytics, conversion tracking… feeling overwhelmed by what your ecommerce siteactually needs to perform and make more money? You’re not alone. Centred on Google and Organic Search, this is an intense 60 minute roundtable to cut through the FUD and focus on the activities that bring returns.”
The slides are a summary of a checklist I use to quickly review and prioritise outstanding issues I find with eCommerce websites. The current version of this tool is linked below:
About Search Bootcamp
Search Bootcamp is a full day set of workshops and roundtables allowing SEOs to get together and learn about new developments in search and meet the experts in person. It’s organised by the SEO Monitor team, and you should take a look at their toolset.
Many thanks to my fellow presenters Kelvin Newman(@kelvinnewman), Alexandra Tachalova (@AlexTachalova), Cosmin Negrescu (@ncosmin), Andy Cooney (@Andy_Cooney), Ann Stanley(@AnnStanley), Joe Shervell (@eelselbows), Bastian Grimm (@basgr), and Alec Bertram (@kiwialec) for making it a great event.
And thank you also to Maria, Irina, and Cosmin for inviting me to present.
I’m proud to be invited to run a workshop and speak at the premier eCommerce conference in Romania, eComTeam. For the conference’s 3rd year, it’s doing a 302 redirection to Brasov in central Transylvania rather than staying in Bucharest.
There’s a range of fantastic speakers lined up this year, such as Lukasz Zelezny, Violeta Luca, Tamsin Fox-Davies, Alexandru Lapusan, and Judith Lewis. Full line-up here.
On Day 1, I’m presenting the closing slot and will be presenting some thoughts on SEO & eCommerce over the next few years, as well as rounding up some highlights of the day. I’m calling this “What May Come Next – A review of trends & technologies that will impact how we interact with others, use digital media and shop in 2015 to 2020″.
My workshop for Day 2 is eRetail: From average to great in 2015, from the conference programme:
“This year you can rocket your site up the rankings and boost your profits by improving search engine performance and customer appeal. With best practice across content, UX and Search Engine Optimisation, this workshop gives you a comprehensive roadmap to follow. And we’ll also share the worst SEO errors to avoid.”
Google Translate works very well together with Spreadsheets to turn whatever language you don’t read into your own (or English of course). Once you’re acquainted with the functions used, you’ll quickly be able to modify your original text into whichever language you require. With a bit of clever work, you could automate processes, by connecting your sheet with If This Then That (IFTTT). Below I’m providing two examples of applications I’ve found useful.
But first, we’ll review the formulas.
Google spreadsheets has two formulas to help you both translate and identify the language of text within a column.
In my consulting work, my team and I often come across backlinks in a range of languages and alphabets. Of course, this makes it difficult to evaluate backlink profiles: Is that anchor text a Brand, Compound, Money or Other term in our classification? Rather than just shrug our shoulders and chuck all of these incomprehensible text snippets in either Money or Other, I decided that using Google Spreadsheets to translate the lot would be more helpful.
To ensure that I got a broad selection of non-English anchor texts, I pulled the backlinks for Aliexpress.com. As they’re in mostly Chinese, it came in handy for the example. Removing the unnecessary columns, we are left with this:
By using the formula =GOOGLETRANSLATE(D8, “auto”, “en”) in the appropriate columns, we’ll end up with a translated text.
Copying the formula down the sheet, and waiting a few moments, we end up with results. I also translated the link source page titles to further illustrate how useful these functions are:
In our work, we would now be easily able to classify the anchor texts in the right groupings.
Auto-translating Google Reader replacement
While Google Reader is no more, Spreadsheets can use the ImportFeed formula to import RSS or Atom feeds.
=ImportFeed(URL, [feedQuery | itemQuery], [headers], [numItems]). Formula arguments are the following:
URL is the url of the RSS or ATOM feed.
feedQuery/itemQuery is one of the following query strings: “feed”, “feed title”, “feed author”, “feed description”, “feed url”, “items”, “items author”, “items title”, “items summary”, “items url”, or “items created”. The feed queries return feed properties; the feed’s title, the feed’s author, etc. If you want the feed data, do an “items” request.
the “feed” query returns a single row with all of the feed information
the “feed ” query returns a single cell with the requested feed information
the “items” query returns a full table, with all of the item information about each item in the feed
the “items ” query returns a single column with the requested information about each item
using a “feed” query, the numItems parameter isn’t necessary and is replaced by the option headers param
with an “items” query, the numItems parameter is expected as the third parameter, and headers as the fourth
headers – “true” if column headers is desired. This will add an extra row to the top of the output labeling each column of the output
Building the spreadsheet
I decided to grab content from Spin Sucks for this example:
Now for translating the contents of the feed. I picked Swedish (my birth language) by using the formula =GOOGLETRANSLATE(E4, “auto”, “sv”)
And the results are predictably poor but understandable Swedish:
The above is of course a very basic implementation of the formulas, but gives you a starting point to develop from.
Other useful import queries
IMPORTXML: Imports data from any of various structured data types including XML, HTML, CSV, TSV, and RSS and ATOM XML feeds.
IMPORTRANGE: Imports a range of cells from a specified spreadsheet.
IMPORTHTML: Imports data from a table or list within an HTML page.
IMPORTDATA: Imports data at a given url in .csv (comma-separated value) or .tsv (tab-separated value) format.
Alessandro’ presentation on “International and Social Link Building” focussed on the untapped potential of international social media markets for UK companies. It also featured Batman, Robin and Bane – what more could you want from a Brighton SEO presentation?
Since Google has the biggest market share in Europe, we tend to only watch their developments. Don’t forget we have other search engines too: how are Blekko, Yandex, Baidu, Sogou and other “foreign” engines developing?
Tony Samios took to the main stage with his presentation on “Actionable Content Marketing and Strategy”, which mixed in-depth, actionable advice with the odd X-Factor audition video. “Ant and Deaf” – quality!
Local Search requires consistent branch level information listed in multiple local listing sites to work effectively. David Whatley from MiShop.local discusses how brands can use their network to significantly extend their local search footprint. He also talks about the “NAP Anchor” – where consistent Name Address and Phone Number together provide the unique identifier for local search.
If you have a client with an experienced Search Manager in place you should be thanking your lucky stars. The inhouse SEO can be your best asset, so don’t make them your worst enemy. PLUS, the hidden dangers of having a client with no in-house expertise.
Acquiring customers is increasingly difficult. 98% of site visitors won’t buy and our marketing is incredibly ineffective. This has been bugging marketers for decades. Justin Deaville shows how the lessons that direct mail marketers learnt over decades can rapidly boost your conversion rates through testing.