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Jan 30th, 2013 – online marketing session for Shopify business owners – webinar #3

How to get traffic and
increase sales ...
About Promodo
Speaker
Marketing manager and, in past, an SEO
consultant at Promodo. Anna started her
career in online marketing in 2007 ...
Before we get started
Keywords:
Keyword research:
Define your target audience and brainstorm for the keywords
Copy and paste your ideas into Google Keywor...
Keyword research:
Keyword research:
Site structure & Indexation:
Site structure:
• Easy to navigate, intuitive
for users
• Logical hierarchy for the
search bots

• Smart link juice flow
Common Shopify structure issues:
A better Shopify structure:
How to fix it easily:
Indexation & duplicate content:
• Sitemaps
•
•

XML
HTML

{% if page_title contains 'Whatever' %}<meta name="robots" conte...
Indexation & duplicate content:
Indexation & duplicate content:
• Links in Java or images
Indexation & duplicate content:
• Links in Java or images
Indexation & duplicate content:
Indexation & duplicate content:
• Overcomplicated site structure, “dead ends”
Indexation & duplicate content:
•

No “Speaking” URLs
http://someshop.com/collection/things/products/2756-825417
Indexation & duplicate content:
•

Rel=“canonical”

•

Pagination: rel=”next” & rel=”prev”
Navigation - breadcrumbs:

http://docs.shopify.com/support/your-website/navigation/
Navigation - breadcrumbs:
Website structure & Indexation:

Pingdom Tools
Google Speed Insights
Website structure & Indexation:
Content:
Snippets (titles & descriptions):
Make sure your titles give a clear idea of what the page is about

Use your keywords in ...
Rich product snippets
https://support.google.com/webmasters/an
swer/146750?hl=en

Better CTR in organic traffic
Snippets f...
Content:
Each page should have a unique piece of text content (at least
300 words) even the product pages!
Content:
Optimize the pages’ text:
•use h1, h2 headings, wrap your keywords into h1’s and h2’s
•use your keywords in the p...
Create your blog – Google+
Create your blog ASAP
3-6 articles per month
Use Google+ authority

21.3.11
Alt/title - optimize images

Traffic from Image search
Option to be on 1st page

21.3.11
Content

21.3.11
Content

21.3.11
Links:
Internal linking:
• Link to the most
important for
SEO pages
• Link using
keywords in the
anchor text
• Link from the
text
Link earning
Content marketing
Infographics
Forums/blog posts
ahrefs.com

21.3.11
Risky practices

21.3.11
Risky practices

21.3.11
Risky practices

21.3.11
Risky practices

21.3.11
Risky practices

21.3.11
Links

21.3.11
Links

21.3.11
Analytics:
Analytics:
Make sure you have installed a unique Google
Analytics tracking code without any bugs

https://chrome.google.co...
Analytics:
Analytics:
Analytics:
Analytics:
Social channels

21.3.11
Video for products
Better conversions
Traffic from video channels
Its free. Easy. Use youtube.com

21.3.11
Analytics & Social:
Analytics & Social:
Other channels: product feeds
Product listing ads Google
Thefind.com / shopping.com
Forums/blog posts

21.3.11
Other channels: coupons - deals
Coupons sites
Daily deals
Discounters

21.3.11
Remarketing

21.3.11
Case study

21.3.11
Let’s sum it up:
• Think of SEO before you build your website (and in the
process and after :)
• Create sitemaps, mind int...
Free online marketing audit
We would like to invite all you to take a free 10-15 minutes
personalised webinar for a quick ...
Thank you for your attention!
Anna Korolekh
Marketing manager
at Promodo

e-mail: a.moseva@promodo.com
Skype: ann.moseva
Please follow
Promodo.com/blog
Twitter.com/promodo_en
Facebook.com/promodo
Shopify online marketing expert session #3
Shopify online marketing expert session #3
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Shopify online marketing expert session #3

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Shopify SEO issues troubleshooted, ways to increase traffic and sales explained.
Follow for even more useful info http://www.promodo.com/blog

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  • Zappos product page example here http://www.zappos.com/the-north-face-base-camp-flip-flop~1
  • you&apos;d need to wrap the metatag in a theme.liquid if statement making sure it ONLY appears when you want to disable indexing. Depending on your theme design it may need to go inside the theme.liquid itself. Don&apos;t add anything until you know the if statement is (you don&apos;t want to make an error!).
    www and non-www both online at http://www.knobsandposts.com/
  • Lashkaraa.com website
  • Sole2sole.sg and the same with maisondesacs.com, purest-green.com
  • It’s better then such a URL with lots of digits as a product name, but….
  • Typical issue with Shopify when adding
  • Пользователю всегда понятно, в каком разделе сайта он находится в текущий момент времени (пункт меню должен быть явно выделен + например хлебные крошки) По заголовку категории, страницы, блока можно понять их содержимое Ссылки и кнопки содержат призыв к действию
  • Same to forevermidnightclothing
  • Google know reserves the right to modify your title tag…
    Avoid vertical lines in titles – they may associate with spam (I’ve seen it at a number of sites)
  • (no manufacturer’s descriptions on product pages) – Panda (first released in 2011)
    http://www.purest-green.com/collections/toys-and-accessories/products/stacking-cups
  • (no manufacturer’s descriptions on product pages) – Panda (first released in 2011)
    http://www.purest-green.com/collections/toys-and-accessories/products/stacking-cups
  • http://chicagodist.com/products/adafruit-0-56-4-digit-7-segment-display-w-i2c-backpack-green
    Google local - Pay attention for description of your business. Your description limited with 200 symbols and should contain local-oriented key words (example: « Hamburg Dermatologe Clinic »).
  • Mention a pattern for heppyearthtea
  • http://www.alcoholaccessories.com – add analytics
  • Verify your GWT with GA (the code should be placed in the head section)
  • Sitemaps, Messages,
  • Sitemaps, Messages, Links to your site as Google sees them,
  • Sitemaps, Messages, Links to your site as Google sees them, Search queries, their click through rates in search
  • Sitemaps, Messages, Links to your site as Google sees them, Search queries, their click through rates in search
  • Sitemaps, Messages, Links to your site as Google sees them, Search queries, their click through rates in search
  • Sitemaps, Messages, Links to your site as Google sees them, Search queries, their click through rates in search
  • Transcript of "Shopify online marketing expert session #3"

    1. 1. Jan 30th, 2013 – online marketing session for Shopify business owners – webinar #3 How to get traffic and increase sales for your Shopify store
    2. 2. About Promodo
    3. 3. Speaker Marketing manager and, in past, an SEO consultant at Promodo. Anna started her career in online marketing in 2007 from content-writing, later she was employed for the UK company Bullseyemedia as a linkbuilding specialist and finally came to Promodo in 2011. 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. Anna Korolekh
    4. 4. Before we get started
    5. 5. Keywords:
    6. 6. Keyword research: Define your target audience and brainstorm for the keywords Copy and paste your ideas into Google Keyword Planner, add ideas using Google ”Searches related to”, Ubersuggest tool and check their search volume + check and consider your successful competitors keywords (SemRush) Cleanse the list – remove too broad, too competitive (use SEO Quake or MOZ plugin) queries
    7. 7. Keyword research:
    8. 8. Keyword research:
    9. 9. Site structure & Indexation:
    10. 10. Site structure: • Easy to navigate, intuitive for users • Logical hierarchy for the search bots • Smart link juice flow
    11. 11. Common Shopify structure issues:
    12. 12. A better Shopify structure:
    13. 13. How to fix it easily:
    14. 14. Indexation & duplicate content: • Sitemaps • • XML HTML {% if page_title contains 'Whatever' %}<meta name="robots" content="noindex, follow, noarchive">{% endif %} • Redirects and server response codes
    15. 15. Indexation & duplicate content:
    16. 16. Indexation & duplicate content: • Links in Java or images
    17. 17. Indexation & duplicate content: • Links in Java or images
    18. 18. Indexation & duplicate content:
    19. 19. Indexation & duplicate content: • Overcomplicated site structure, “dead ends”
    20. 20. Indexation & duplicate content: • No “Speaking” URLs http://someshop.com/collection/things/products/2756-825417
    21. 21. Indexation & duplicate content: • Rel=“canonical” • Pagination: rel=”next” & rel=”prev”
    22. 22. Navigation - breadcrumbs: http://docs.shopify.com/support/your-website/navigation/
    23. 23. Navigation - breadcrumbs:
    24. 24. Website structure & Indexation: Pingdom Tools Google Speed Insights
    25. 25. Website structure & Indexation:
    26. 26. Content:
    27. 27. Snippets (titles & descriptions): Make sure your titles give a clear idea of what the page is about Use your keywords in the title, but never stuff more then two repetitions of one and the same keyword and don’t stuff too many keywords – test how it’s going to look like! Visible part is 512 pixels long! http://seo-websitedesigner.com/Google-SERPPut the most important key phrase at the beginningEmulator the title with your and close brand
    28. 28. Rich product snippets https://support.google.com/webmasters/an swer/146750?hl=en Better CTR in organic traffic Snippets for Breadcrumbs, products, videos Use schema.org https://github.com/Shopify/skeletontheme/blob/master/templates/product.liq uid 21.3.11
    29. 29. Content: Each page should have a unique piece of text content (at least 300 words) even the product pages!
    30. 30. Content: Optimize the pages’ text: •use h1, h2 headings, wrap your keywords into h1’s and h2’s •use your keywords in the page body •link to relevant pages from the text using keywords as anchor texts Make use of user-generated content: reviews, comments Reviewme.com YotPo.com
    31. 31. Create your blog – Google+ Create your blog ASAP 3-6 articles per month Use Google+ authority 21.3.11
    32. 32. Alt/title - optimize images Traffic from Image search Option to be on 1st page 21.3.11
    33. 33. Content 21.3.11
    34. 34. Content 21.3.11
    35. 35. Links:
    36. 36. Internal linking: • Link to the most important for SEO pages • Link using keywords in the anchor text • Link from the text
    37. 37. Link earning Content marketing Infographics Forums/blog posts ahrefs.com 21.3.11
    38. 38. Risky practices 21.3.11
    39. 39. Risky practices 21.3.11
    40. 40. Risky practices 21.3.11
    41. 41. Risky practices 21.3.11
    42. 42. Risky practices 21.3.11
    43. 43. Links 21.3.11
    44. 44. Links 21.3.11
    45. 45. Analytics:
    46. 46. Analytics: Make sure you have installed a unique Google Analytics tracking code without any bugs https://chrome.google.com/webstore/detail/tag-assistant-by-google/kejbdjndbnbjgmefkgdddjlbokphdefk?hl =en Google Webmaster Tools
    47. 47. Analytics:
    48. 48. Analytics:
    49. 49. Analytics:
    50. 50. Analytics:
    51. 51. Social channels 21.3.11
    52. 52. Video for products Better conversions Traffic from video channels Its free. Easy. Use youtube.com 21.3.11
    53. 53. Analytics & Social:
    54. 54. Analytics & Social:
    55. 55. Other channels: product feeds Product listing ads Google Thefind.com / shopping.com Forums/blog posts 21.3.11
    56. 56. Other channels: coupons - deals Coupons sites Daily deals Discounters 21.3.11
    57. 57. Remarketing 21.3.11
    58. 58. Case study 21.3.11
    59. 59. Let’s sum it up: • Think of SEO before you build your website (and in the process and after :) • Create sitemaps, mind internal linking patterns • Don’t be lazy – create unique titles and descriptions for your products, optimize your site’s content • Pay attention to analytics, set up correct tracking and monitor it • Don’t put all the eggs in one basket – don’t rely solely on Google organic traffic • Do content marketing • Try to be everywhere your target audience is
    60. 60. Free online marketing audit We would like to invite all you to take a free 10-15 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. Thank you for your attention! Anna Korolekh Marketing manager at Promodo e-mail: a.moseva@promodo.com Skype: ann.moseva
    62. 62. Please follow Promodo.com/blog Twitter.com/promodo_en Facebook.com/promodo
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