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SEO FOR ECOMMERCE TODAY JANET DRISCOLL MILLER MAY 22, 2012
ABOUT SEARCH MOJO• Search engine marketing firm founded  in 2005• Specialize in:   – Search engine optimization   – Search...
OUR CLIENTS              SEARCHMOJO.COM
WHAT IS SEARCH ENGINE MARKETING(SEM)?• Search Engine Optimization (SEO)   – Act of improving “natural” result rankings on ...
ANATOMY OF SEARCH RESULTSGOOGLE                                         PPC                                         Ads   ...
HOW SEARCH ENGINESORGANIC RANKINGS WORK                                             Websites           Searcher           ...
HOW A BOT INDEXES A WEBSITE• Follows links through the website• May index several pages at a time and come back often• Som...
HOW THE SEARCH ALGORITHMS WORK• Complex mathematical equation• Used to rank websites around a search term in the  search e...
WHY IS SEO IMPORTANT?                        SEARCH-MOJO.COM
WHO IS RESPONSIBLE FOR SEO?• Answer: It depends!  – Marketing  – IT• Both play a pivotal role in the success  of SEO• Mark...
THE 4 BASIC COMPONENTS OF SEO•   Keyword Research      – Select good keywords      – Not too broad (“shoes”), not too spec...
INFLUENCE OF SOCIAL MEDIA ON SEO• Google Search Plus Your World  – Shows personal results by default  – Based on your “soc...
WHAT ABOUT THIS INDUSTRY?• Recent Updates:  – Panda and Penguin• Penalize sites for duplicate content  – Watch your site r...
WHAT ABOUT THIS INDUSTRY?• Rich Snippets  – GREAT to enhance click through and visibility  – Does NOT improve rankings  – ...
WHAT CAN YOU DO TODAY?• Create a Google Plus profile    – Create other social profiles    – Link them up on your Google Pl...
CONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101Google+: +Janet Driscoll Miller(and +Search Mojo)Twitt...
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SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

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Janet Driscoll Miller, President & CEO, Search Mojo, presented the basics of SEO to the IDEA Industry Standards Committee (ISC). This presentation takes a look at how to impact/improve SERPs within the eCommerce realm and at eCommerce SEO opportunities.

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Transcript of "SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo"

  1. 1. SEO FOR ECOMMERCE TODAY JANET DRISCOLL MILLER MAY 22, 2012
  2. 2. ABOUT SEARCH MOJO• Search engine marketing firm founded in 2005• Specialize in: – Search engine optimization – Search engine advertising – Social media advertising – Online reputation management – Analytics• Located in Charlottesville, Va. – Charleston, SC office opening Summer 2012 SEARCH-MOJO.COM
  3. 3. OUR CLIENTS SEARCHMOJO.COM
  4. 4. WHAT IS SEARCH ENGINE MARKETING(SEM)?• Search Engine Optimization (SEO) – Act of improving “natural” result rankings on search engines via tactics that adjust elements that are important to search engine algorithms• Pay Per Click Advertising (PPC) – Also known as “sponsored results”, advertising that appears to the top, bottom, or side of search engine natural results – Typically cost is generated on a “pay-per-click” model, where advertiser pays for each click a searcher makes on an ad, vs. the traditional online marketing method of “cost per impression”. SEARCH-MOJO.COM
  5. 5. ANATOMY OF SEARCH RESULTSGOOGLE PPC Ads Organic / Natural Web Results PPC Ads SEARCH-MOJO.COM
  6. 6. HOW SEARCH ENGINESORGANIC RANKINGS WORK Websites Searcher Bots index enters websites query Engine Algorithm returns ranks sites resultsSearcher Search Engine Server SEARCH-MOJO.COM
  7. 7. HOW A BOT INDEXES A WEBSITE• Follows links through the website• May index several pages at a time and come back often• Sometimes bots visit several times per day Website B Website A Website C Page 1 Page 2 Page 2a SEARCH-MOJO.COM
  8. 8. HOW THE SEARCH ALGORITHMS WORK• Complex mathematical equation• Used to rank websites around a search term in the search engine• Key factors include: – How often keyword appears in page content – Quantity and quality of links pointing to site – Age of the website or page• Result is a position in the search engine result page (SERP) SEARCH-MOJO.COM
  9. 9. WHY IS SEO IMPORTANT? SEARCH-MOJO.COM
  10. 10. WHO IS RESPONSIBLE FOR SEO?• Answer: It depends! – Marketing – IT• Both play a pivotal role in the success of SEO• Marketing must make SEO part of its plan SEARCH-MOJO.COM
  11. 11. THE 4 BASIC COMPONENTS OF SEO• Keyword Research – Select good keywords – Not too broad (“shoes”), not too specific (“Asics Gel 2010 running shoes”)• Content Editing – Include the keywords in the text of the website – Keyword Density: percentage of times that a keyword appears in page text – Site structure • Certain technologies can “block” search engine bots• Inbound links – Serves as a measure of site “popularity” on a subject• Social Media Monitoring – Tweets count as inbound links – Find new sites to link from – Social profiles and Google Plus SEARCH-MOJO.COM
  12. 12. INFLUENCE OF SOCIAL MEDIA ON SEO• Google Search Plus Your World – Shows personal results by default – Based on your “social circle”• New thoughts on what constitutes “popularity” or “expertise” – We used to share things through links on blogs/websites – Now we share info via social media SEARCH-MOJO.COM
  13. 13. WHAT ABOUT THIS INDUSTRY?• Recent Updates: – Panda and Penguin• Penalize sites for duplicate content – Watch your site rankings closely• To fix: – Edit content – Claim ownership – Differ it somewhat in verbiage from site to site SEARCH-MOJO.COM
  14. 14. WHAT ABOUT THIS INDUSTRY?• Rich Snippets – GREAT to enhance click through and visibility – Does NOT improve rankings – Add code around current page content to enable• Shopping Results – Create FREE Google Merchant account to enable www.google.com/merchants SEARCH-MOJO.COM
  15. 15. WHAT CAN YOU DO TODAY?• Create a Google Plus profile – Create other social profiles – Link them up on your Google Plus profile• Get in the Google Shopping Results!• Use Rich Snippets• Monitor your results closely• Google Webmaster Tools www.google.com/webmasters/tools/ SEARCH-MOJO.COM
  16. 16. CONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmillerFacebook: www.facebook.com/SearchMojo SEARCH-MOJO.COM
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