SEO for Magento and best
tactics to increase sales for
your Magento store
March 27th, 2014 – online marketing session for ...
About Promodo
About Mirasvit
Speaker
Alla Danyliuk
Mirasvit
Director of Marketing at Mirasvit
Magento Extensions. Loves the worlds
of marketing, ecomme...
Speaker
Anna Korolekh
Promodo
Marketing manager and, in past, an
SEO consultant at Promodo. As an SEO
consultant Anna has ...
UX and Usability
best practices
March 27, 2014
The main points of the topic
Getting familiar with usability and goals
Main principles of a website usability
Getting familiar with usability and
goals
Usability is a quality attribute that assesses how easy
user interfaces are to use.
Usability is a combination of factors ...
Usability is all about making things
easier to use.
Less thinking
Less actions
Less frustration.
A website should do all t...
Conversions
Traffic
Website must be:
Your web site content should be original and fulfill a need
and it must be easy to use. Must deliver a re...
Findable
Content needs to be navigable and
Locatable onsite and offsite.
Strive to design navigable web site
and locatable...
Credible
Users must trust and believe what you tell them.
You should understand the design elements that influence
whether...
Main principles of a website usability
Most Common Mistakes in E-Commerce Websites
No explanation of why a visitor should become a loyal customer of this web sto...
Good Bad
Most Common Mistakes
The information about delivery
and payment methods is absent.
An information about the additional
cost and delivery become...
Most Common Mistakes
Confusing Checkout Process. Make it as easy as possible for
your customers to hand over their credit ...
Slow Loading Website. E-commerce
sites with large images and many products
should beware of slow loading pages
An Inadequa...
Recap
Usability is all about making
things easier to use.
LESS THINKING LESS ACTIONS
LESS FRUSTRATION
A website should do ...
Most common
on-site SEO pitfalls
of Magento
websites
The main points of the topic
On site SEO pillars
Most common SEO pitfalls
On site SEO pillars
Elements
1. Indexation
2. Optimizing Micro-data
3. Information architecture
4. Page Titles
5. Meta-Description
6. Headers
...
On site SEO pillars
PILLAR #2:
USER EXPERIENCE Creating an intuitive and
accessible website with users
in mind makes it ea...
On site SEO pillars
PILLAR #3:
CONTENT MARKETING Think about how you can offer
complementary content both
on and off site ...
Most common SEO pitfalls
On site SEO pillars
PILLAR #4:
SOCIAL MEDIA
People spend more and more
time on social media, whether
it's Google plus, Fac...
4 SEO pitfalls to avoid.
PITFALL #1:
Not using Meta Description
Tags and Meta Keyword tags
PITFALL #1
• Make the Meta description tag approximately 160 characters;
• Make sure to include 3-4 of the top keywords fo...
4 SEO pitfalls to avoid.
PITFALL #2:
DUPLICATE CONTENT This will largely affect
your ranking with traffic
losses and the s...
4 SEO pitfalls to avoid.
PITFALL #3:
SIMPLY LONG URLS
The longer the URL, the
less likely it will be indexed
by the search...
4 SEO pitfalls to avoid.
PITFALL #4:
MISMATCHED TITLES
Put relevant titles on each
page of your site and
ensure that the t...
Ways to optimize Magento
Store
TO HIRE A PROFESSIONAL DEVELOPER
TO DO ALL BY YOURSELF
TO INSTALL AN ADDITIONAL MAGENTO EXT...
Features that can make the
life of your store easier.
Optimization for key phrases
URL optimization
Frontend Site map optimization
Google Sitemap optimization
Google Rich Snippets and
Opengraph support
Pure Backlink Evil
Definite 100% evil in link building:
• Automated link building
Definite 100% evil in link building:
• Automated link building
• Link farms
Definite 100% evil in link building:
• Automated link building
• Link farms
• Comment spam
Definite 100% evil in link building:
• Automated link building
• Link farms
• Comment spam
• Aggressive anchor texts
Definite 100% evil in link building:
• Automated link building
• Link farms
• Comment spam
• Aggressive anchor texts
• Sit...
Definite 100% evil in link building:
• Automated link building
• Link farms
• Comment spam
• Aggressive anchor texts
• Sit...
So how do we earn links now?
Link earning in 2014:
• Vary your link sources, don’t risk!
• HARO/ResponseSource ($35/mo)
• Get your products/site review...
Link earning in 2014:
• Content marketing
(infographics, interviews, podcasts, roun
d-ups) + internal linking
• Forums (mo...
Other sources of traffic:
Facebook:
• Use sponsored stories rather than simple right-
side ads
• Target friends of your fans
• Look for opportunitie...
Youtube:
• Create sitemaps for all your videos
• Use Schema mark-up for videos on
the site side
• Optimize your Youtube ch...
21.3.1121.3.11
Comparison shopping engines:
• 65 % of online shoppers spend 15 +
minutes studying products and prices
• Vi...
21.3.1121.3.11
Email marketing:
• Communicate with each customer
directly and personally
• Remind your leads base of your ...
21.3.1121.3.11
Remarketing
21.3.1121.3.11
Case study
Free online marketing audit
We would like to invite all you to take a free 20-30 minutes
personalised webinar for a quick ...
Special offer from Mirasvit
Thank you for your attention!
Anna Korolekh
Marketing manager
at Promodo
e-mail: a.moseva@promodo.com
Skype: ann.moseva
Al...
Promodo.com/blog
Twitter.com/promodo_en
Facebook.com/promodo
Please follow
Mirasvit.com/blog
Twitter.com/mirasvit
Facebook...
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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
- UX and usability best practices
- Links, what is good and what is bad
- Other marketing channels to increase targeted traffic

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

  1. 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. 2. About Promodo
  3. 3. About Mirasvit
  4. 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. 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. 6. UX and Usability best practices March 27, 2014
  7. 7. The main points of the topic Getting familiar with usability and goals Main principles of a website usability
  8. 8. Getting familiar with usability and goals
  9. 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. 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. 11. Conversions
  12. 12. Traffic
  13. 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. 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. 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. 16. Main principles of a website usability
  17. 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. 18. Good Bad Most Common Mistakes
  19. 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. 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. 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. 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. 23. Most common on-site SEO pitfalls of Magento websites
  24. 24. The main points of the topic On site SEO pillars Most common SEO pitfalls
  25. 25. On site SEO pillars
  26. 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. 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. 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. 29. Most common SEO pitfalls
  30. 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. 31. 4 SEO pitfalls to avoid. PITFALL #1: Not using Meta Description Tags and Meta Keyword tags
  32. 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. 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. 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. 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. 36. Ways to optimize Magento Store TO HIRE A PROFESSIONAL DEVELOPER TO DO ALL BY YOURSELF TO INSTALL AN ADDITIONAL MAGENTO EXTENSION
  37. 37. Features that can make the life of your store easier.
  38. 38. Optimization for key phrases
  39. 39. URL optimization
  40. 40. Frontend Site map optimization
  41. 41. Google Sitemap optimization
  42. 42. Google Rich Snippets and Opengraph support
  43. 43. Pure Backlink Evil
  44. 44. Definite 100% evil in link building: • Automated link building
  45. 45. Definite 100% evil in link building: • Automated link building • Link farms
  46. 46. Definite 100% evil in link building: • Automated link building • Link farms • Comment spam
  47. 47. Definite 100% evil in link building: • Automated link building • Link farms • Comment spam • Aggressive anchor texts
  48. 48. Definite 100% evil in link building: • Automated link building • Link farms • Comment spam • Aggressive anchor texts • Sitewide (especially footer) links
  49. 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. 50. So how do we earn links now?
  51. 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. 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. 53. Other sources of traffic:
  54. 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. 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. 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. 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. 58. 21.3.1121.3.11 Remarketing
  59. 59. 21.3.1121.3.11 Case study
  60. 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. 61. Special offer from Mirasvit
  62. 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. 63. Promodo.com/blog Twitter.com/promodo_en Facebook.com/promodo Please follow Mirasvit.com/blog Twitter.com/mirasvit Facebook.com/MirasvitMagento
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