SEO for Magento and best tactics to increase sales for your Magento store

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- Most common on-site SEO pitfalls of Magento websites …

- Most common on-site SEO pitfalls of Magento websites
- UX and usability best practices
- Links, what is good and what is bad
- Other marketing channels to increase targeted traffic

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  • 1. SEO for Magento and best tactics to increase sales for your Magento store March 27th, 2014 – online marketing session for Magento business owners
  • 2. About Promodo
  • 3. About Mirasvit
  • 4. Speaker Alla Danyliuk Mirasvit Director of Marketing at Mirasvit Magento Extensions. Loves the worlds of marketing, ecommerce and technology. A devotee of Facebook, Google Plus and all things social media. She has a background in web strategy development and will always be an SEO at heart.
  • 5. Speaker Anna Korolekh Promodo Marketing manager and, in past, an SEO consultant at Promodo. As an SEO consultant Anna has worked with large sites of the following niche: gambling, dating, travel, ecommerce. Anna is a certified Google Analytics individual and a regular contributor to Promodo and external blogs, also a regular speaker at the webinars. Currently Anna manages and oversees all marketing activities of Promodo in the English-speaking markets: SEM, SEO, social media, content marketing, email marketing, events.
  • 6. UX and Usability best practices March 27, 2014
  • 7. The main points of the topic Getting familiar with usability and goals Main principles of a website usability
  • 8. Getting familiar with usability and goals
  • 9. Usability is a quality attribute that assesses how easy user interfaces are to use. Usability is a combination of factors on the way to reach a certain goal you have. Usable websites offer great user experiences, and great user experiences lead to happy customers.
  • 10. Usability is all about making things easier to use. Less thinking Less actions Less frustration. A website should do all the work and present visitors only with the things they are looking for. Usability is a combination of factors. Usable websites offer great user experiences, and great user experiences lead to happycustomers. Usability Goals
  • 11. Conversions
  • 12. Traffic
  • 13. Website must be: Your web site content should be original and fulfill a need and it must be easy to use. Must deliver a real value to customers. Useful and Usable and Valuable Desirable A quest for efficiency must be tempered by an appreciation for the power and value of brand, image, identity and other of emotional design elements that are used to evoke emotion and appreciation.
  • 14. Findable Content needs to be navigable and Locatable onsite and offsite. Strive to design navigable web site and locatable objects. Navigative Once people generally know who you are and what you do, they need clear paths to the content that interests them.
  • 15. Credible Users must trust and believe what you tell them. You should understand the design elements that influence whether users trust and believe what you tell them.
  • 16. Main principles of a website usability
  • 17. Most Common Mistakes in E-Commerce Websites No explanation of why a visitor should become a loyal customer of this web store. USPs are absent. No explanation of why a visitor should become a loyal customer of this web store. USPs absence. The registration requirement when ordering
  • 18. Good Bad Most Common Mistakes
  • 19. The information about delivery and payment methods is absent. An information about the additional cost and delivery becomes available on a later stage. A huge choice of available products and no suggestions on help.
  • 20. Most Common Mistakes Confusing Checkout Process. Make it as easy as possible for your customers to hand over their credit card information and complete their order. Hiding Contact Information. Offer your potential customers multiple ways to connect to you.
  • 21. Slow Loading Website. E-commerce sites with large images and many products should beware of slow loading pages An Inadequate Site Search Engine. Being able to search a site is a fundamental component of the visitor’s experience. Poor Customer Service. You need to make it easy for visitors to get in touch with you if they have a problem or question. Most Common Mistakes
  • 22. Recap Usability is all about making things easier to use. LESS THINKING LESS ACTIONS LESS FRUSTRATION A website should do all the work and present visitors only with the things they are looking for.
  • 23. Most common on-site SEO pitfalls of Magento websites
  • 24. The main points of the topic On site SEO pillars Most common SEO pitfalls
  • 25. On site SEO pillars
  • 26. Elements 1. Indexation 2. Optimizing Micro-data 3. Information architecture 4. Page Titles 5. Meta-Description 6. Headers 7. Content + Images 8. Site Speed and Performance On site SEO pillars PILLAR #1: TECHNICAL SEO
  • 27. On site SEO pillars PILLAR #2: USER EXPERIENCE Creating an intuitive and accessible website with users in mind makes it easy for visitors to navigate, retrieve content and stay longer on your website.
  • 28. On site SEO pillars PILLAR #3: CONTENT MARKETING Think about how you can offer complementary content both on and off site to help increase sales.
  • 29. Most common SEO pitfalls
  • 30. On site SEO pillars PILLAR #4: SOCIAL MEDIA People spend more and more time on social media, whether it's Google plus, Facebook, Twitter, Pinterest or other, and this is where we increasingly discover and engage Brands.
  • 31. 4 SEO pitfalls to avoid. PITFALL #1: Not using Meta Description Tags and Meta Keyword tags
  • 32. PITFALL #1 • Make the Meta description tag approximately 160 characters; • Make sure to include 3-4 of the top keywords for the page in the Meta description tag; • Put the main keyword in the beginning of the Meta description tag; • Meta keyword tags will only be ranked if the phrase actually appears somewhere on the page; • For Meta keyword tags, give preference to the key phrases instead of keywords; • Also, make use of alt description tags for images. • Use strong call to actions • Add ratings and reviews
  • 33. 4 SEO pitfalls to avoid. PITFALL #2: DUPLICATE CONTENT This will largely affect your ranking with traffic losses and the search engines provide less relevant results.
  • 34. 4 SEO pitfalls to avoid. PITFALL #3: SIMPLY LONG URLS The longer the URL, the less likely it will be indexed by the search engines.
  • 35. 4 SEO pitfalls to avoid. PITFALL #4: MISMATCHED TITLES Put relevant titles on each page of your site and ensure that the title reflected the content because search engines treat the headings of webpages.
  • 36. Ways to optimize Magento Store TO HIRE A PROFESSIONAL DEVELOPER TO DO ALL BY YOURSELF TO INSTALL AN ADDITIONAL MAGENTO EXTENSION
  • 37. Features that can make the life of your store easier.
  • 38. Optimization for key phrases
  • 39. URL optimization
  • 40. Frontend Site map optimization
  • 41. Google Sitemap optimization
  • 42. Google Rich Snippets and Opengraph support
  • 43. Pure Backlink Evil
  • 44. Definite 100% evil in link building: • Automated link building
  • 45. Definite 100% evil in link building: • Automated link building • Link farms
  • 46. Definite 100% evil in link building: • Automated link building • Link farms • Comment spam
  • 47. Definite 100% evil in link building: • Automated link building • Link farms • Comment spam • Aggressive anchor texts
  • 48. Definite 100% evil in link building: • Automated link building • Link farms • Comment spam • Aggressive anchor texts • Sitewide (especially footer) links
  • 49. Definite 100% evil in link building: • Automated link building • Link farms • Comment spam • Aggressive anchor texts • Sitewide (especially footer) links • Unevenly distributed link mass
  • 50. So how do we earn links now?
  • 51. Link earning in 2014: • Vary your link sources, don’t risk! • HARO/ResponseSource ($35/mo) • Get your products/site reviewed • Guest blogging – avoiding “guest author” labels • Partnerships (related, but not competing, complementing products)
  • 52. Link earning in 2014: • Content marketing (infographics, interviews, podcasts, roun d-ups) + internal linking • Forums (monitoring, listening and then entering into the conversation)
  • 53. Other sources of traffic:
  • 54. Facebook: • Use sponsored stories rather than simple right- side ads • Target friends of your fans • Look for opportunities in Facebook Graph search • Use Custom Audiences • Use Lookalike Audiences
  • 55. Youtube: • Create sitemaps for all your videos • Use Schema mark-up for videos on the site side • Optimize your Youtube channel – use full video descriptions and titles with long-tail keywords • Use relevant tags • Interlink your videos • Customize the cover • Promote your channel with links
  • 56. 21.3.1121.3.11 Comparison shopping engines: • 65 % of online shoppers spend 15 + minutes studying products and prices • Visitors who came from CSE shop twice as often (=conversion*2); • Average conversion rate of traffic from CSEs is 2,56%; • $ 3,7 is an average ROI on every dollar • Free: DealOz.com, TheFind, PriceRunner • Paid: Google Product Listing Ads, Pricegrabber, Nextag, Shopping.c om
  • 57. 21.3.1121.3.11 Email marketing: • Communicate with each customer directly and personally • Remind your leads base of your brand, keep them informed on all the news and updates • Wake your “dormant” clients up, cross- sell and upsell
  • 58. 21.3.1121.3.11 Remarketing
  • 59. 21.3.1121.3.11 Case study
  • 60. Free online marketing audit We would like to invite all you to take a free 20-30 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts. - Quick usability audit of the existing site; - Quick SEO audit and review of existing analytics; - Audit of PPC campaigns; - Technical audit; - Best practices of conversion rate optimization; - General online marketing strategy insights. Free online marketing audit
  • 61. Special offer from Mirasvit
  • 62. Thank you for your attention! Anna Korolekh Marketing manager at Promodo e-mail: a.moseva@promodo.com Skype: ann.moseva Alla Danyliuk Director of Marketing at Mirasvit Magento Extensions e-mail: alla.danyliuk@mirasvit.com Skype: alla.marcom
  • 63. Promodo.com/blog Twitter.com/promodo_en Facebook.com/promodo Please follow Mirasvit.com/blog Twitter.com/mirasvit Facebook.com/MirasvitMagento