A great SEOmoz PRO Webinar yesterday by Everett Sizemore had some really good actionable ideas for those of us doing SEO for e-commerce. I think SEO can sometimes be overlooked by those in e-commerce - not because it isn't needed or won't be beneficial but because it can be really, really tough. We usually jump at the quick results - using very expensive paid advertising. I still believe PPC for e-commerce is an effective method when done correctly - but the SEO strategy should exist and be consistent. Good things do come to those who wait.
A great idea presented by Everett discussed how smaller sites constantly compete with the large e-tailers in the SERPs. His suggestion was to focus less on outranking these large e-commerce stores for their homepage and category listings, but to concentrate your efforts on increasing your rank of specific product pages.
I thought this was an excellent idea - especially for smaller businesses looking to find wins against these multi-billion dollar gorillas. I then began to think of our own marketing and how it could assist in building links to individual product pages. A recent program that we started, a weekly product giveaway, was going to be the catalyst.
We typically use weekly giveaways to help grow our social audience and to build interest in new products. We ask contestants to like us on Facebook, follow us on Twitter, circle us on Google+, etc - all giving them an entry into the contest. Why not take this power and have them like, follow, +1 the specific product we are promoting? This might just work!
We are testing our efforts starting today with a new promotion. I'll make sure to post results as they come in. If you get a chance, check out the entire webinar when it gets posted: http://www.seomoz.org/webinar