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 …

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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  • 1. SEO FOR ECOMMERCE TODAY JANET DRISCOLL MILLER MAY 22, 2012
  • 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. OUR CLIENTS SEARCHMOJO.COM
  • 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. ANATOMY OF SEARCH RESULTSGOOGLE PPC Ads Organic / Natural Web Results PPC Ads SEARCH-MOJO.COM
  • 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. 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. 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. WHY IS SEO IMPORTANT? SEARCH-MOJO.COM
  • 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. 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. 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. 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. 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. 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. CONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmillerFacebook: www.facebook.com/SearchMojo SEARCH-MOJO.COM