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November 29, 2013

Shopify expert session
#1
Promodo at a Glance
Speaker

Anna Korolekh
Promodo
Webinar main points
SEO for e-commerce best practice guidelines
•

Site structure

•

Keywords, titles & content

•

Index...
SEO e-commerce best
practice guidelines
Site structure:
Site structure:
• Easy to navigate, intuitive
for users
• Logical hierarchy for the
search bots

• Smart link juice flow
Internal linking:
• Link to the most
important for
SEO pages
• Link using
keywords in the
anchor text
• Link from the
text
Common Shopify structure issues:
A better Shopify structure:
How to fix it easily:
Indexation:
Indexation & duplicate content:
• Sitemaps
•
•

XML
HTML

{% if page_title contains 'Whatever' %}<meta name="robots" conte...
Indexation & duplicate content:

• No more than
100 links per
page
• Minimum of CSS
and 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”
Keywords, titles & content:
Keyword research:
Define your target audience and brainstorm for the keywords
Copy and paste your ideas into Google Keywor...
Titles:
Title tags:
Make sure your titles give a clear idea of what the page is about

Use your keywords in the title, but never s...
Content:
Content:
Each page should have a unique piece of text content
Content:
Optimize the pages’ text:
•use h1, h2 headings, wrap your keywords into h1’s and h2’s
•use your keywords in the p...
Small bonus:
Analytics:
Analytics:
Make sure you have installed a unique Google
Analytics tracking code without any bugs

https://chrome.google.co...
Analytics:
Analytics:
Analytics:
Analytics:
UX and CRO e-commerce best
practice guidelines
In 90% of cases,
customers drop off during
the checkout because of
complete fail of usability
Top 5 must-checks in Shopify UX
1. Navigation
2. Search
3. Product pages (images, reviews, descriptions)
4. Filters and so...
Navigation:
Navigation: show product categories & important info
Navigation - breadcrumbs:

http://docs.shopify.com/support/your-website/navigation/
Navigation - breadcrumbs:
Search:
Product pages:
Product pages:
Product pages:
Product pages:
Sorting and filtering:
Special offers:
Special offers:
Test, test, test!
Let’s sum it up:
• Think of SEO before you build your website (and in the
process and after :)
• Create sitemaps, mind int...
Thank you for your attention!
Anna Korolekh
Marketing manager
at Promodo

e-mail: a.moseva@promodo.com
Skype: ann.moseva
Free online marketing audit
We would like to invite all you to take a free 10-15 minutes
personalized webinar for a quick ...
Please follow
Promodo.com/blog
Twitter.com/promodo_en
Facebook.com/promodo
Shopify SEO and UX expert session #1
Shopify SEO and UX expert session #1
Shopify SEO and UX expert session #1
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Shopify SEO and UX expert session #1

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Review of most typical SEO and CRO issues of e-commerce sites on Shopify platform, based on cases of real sites, submitted for review here at our thread on Shopify forum http://ecommerce.shopify.com/c/ecommerce-marketing/t/submit-your-sites-here-for-a-free-review-from-seo-and-usability-standpoints-150394

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  • Zappos product page example here http://www.zappos.com/the-north-face-base-camp-flip-flop~1
  • (no manufacturer’s descriptions on product pages) – Panda (first released in 2011)
  • 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
  • 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 »).
  • 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 »).
  • http://www.alcoholaccessories.com – add analytics
  • Verify your GWT with GA (the code should be placed in the head section)
  • Messages, Geographical targeting
  • 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
  • Элементы навигационного меню расположены в порядке убывания их значимости Структура сайта проста для понимания, отсутствуют бесполезные уровни Присутствует карта сайта 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
  • 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
  • search field is visible, accessible from all pages and is placed where people expect to see it
  • Never ever stretch the images
  • Image, price and add to cart button – the most visible parts of the product page
  • Too small Add to cart button and what are those options? When I click nothing actually changes,
  • Ok, this is where SEO and UX agree, no descriptions at all are unexceptable
  • If you are showing anything that looks like a radiobutton or a link or a checkbox, make it function like one, cause here I wanna check the checkbox, but it just doesn’t work!
    http://www.elizabetta.net http://www.chucklefarm.com/collections/view-all – no sorting at all
    Filters and sorting: help to narrow search results
    Filters and sorting: don’t show if impossible to use
  • Same goes to http://www.sole2sole.sg/ they offer free shipping in singapore + free returns with full refunds, why hide it?
  • Or http://www.thenewyorknightlife.com/ why hide TripAdvisor sign at the bottom?
  • Or http://www.thenewyorknightlife.com/ why hide TripAdvisor sign at the bottom?
  • Transcript of "Shopify SEO and UX expert session #1"

    1. 1. November 29, 2013 Shopify expert session #1
    2. 2. Promodo at a Glance
    3. 3. Speaker Anna Korolekh Promodo
    4. 4. Webinar main points SEO for e-commerce best practice guidelines • Site structure • Keywords, titles & content • Indexation • Duplicate content • Analytics Shopify most common SEO pitfalls UX and CRO e-commerce best practice guidelines • Navigation and search • Product pages, sorting and filtering • Good and bad examples
    5. 5. SEO e-commerce best practice guidelines
    6. 6. Site structure:
    7. 7. Site structure: • Easy to navigate, intuitive for users • Logical hierarchy for the search bots • Smart link juice flow
    8. 8. Internal linking: • Link to the most important for SEO pages • Link using keywords in the anchor text • Link from the text
    9. 9. Common Shopify structure issues:
    10. 10. A better Shopify structure:
    11. 11. How to fix it easily:
    12. 12. Indexation:
    13. 13. Indexation & duplicate content: • Sitemaps • • XML HTML {% if page_title contains 'Whatever' %}<meta name="robots" content="noindex, follow, noarchive">{% endif %} • Redirects and server response codes
    14. 14. Indexation & duplicate content: • No more than 100 links per page • Minimum of CSS and images
    15. 15. Indexation & duplicate content: • Links in Java or images
    16. 16. Indexation & duplicate content:
    17. 17. Indexation & duplicate content: • Overcomplicated site structure, “dead ends”
    18. 18. Indexation & duplicate content: • No “Speaking” URLs http://someshop.com/collection/things/products/2756-825417
    19. 19. Indexation & duplicate content: • Rel=“canonical” • Pagination: rel=”next” & rel=”prev”
    20. 20. Keywords, titles & content:
    21. 21. 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
    22. 22. Titles:
    23. 23. Title tags: 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-website-designer.com/Google-SER Put the most important key phrase at the beginning and close the title with your brand
    24. 24. Content:
    25. 25. Content: Each page should have a unique piece of text content
    26. 26. 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 http://www.reviewme.com/
    27. 27. Small bonus:
    28. 28. Analytics:
    29. 29. 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 http://charitablecreationsjewelry.com http://www.sole2sole.sg/ http://www.thenewyorknightlife.com/ http://www.balancebikeoutlet.com/ http://www.swankyoutlet.com/ http://www.elliecrate.co.za/ http://www.icollectionshop.com/ Google Webmaster Tools
    30. 30. Analytics:
    31. 31. Analytics:
    32. 32. Analytics:
    33. 33. Analytics:
    34. 34. UX and CRO e-commerce best practice guidelines
    35. 35. In 90% of cases, customers drop off during the checkout because of complete fail of usability
    36. 36. Top 5 must-checks in Shopify UX 1. Navigation 2. Search 3. Product pages (images, reviews, descriptions) 4. Filters and sorting 5. Special offers
    37. 37. Navigation: Navigation: show product categories & important info
    38. 38. Navigation - breadcrumbs: http://docs.shopify.com/support/your-website/navigation/
    39. 39. Navigation - breadcrumbs:
    40. 40. Search:
    41. 41. Product pages:
    42. 42. Product pages:
    43. 43. Product pages:
    44. 44. Product pages:
    45. 45. Sorting and filtering:
    46. 46. Special offers:
    47. 47. Special offers:
    48. 48. Test, test, test!
    49. 49. 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 • Try to show off all the benefits of your site • Don’t make your users think too much when using your site • Test your website’s usability
    50. 50. Thank you for your attention! Anna Korolekh Marketing manager at Promodo e-mail: a.moseva@promodo.com Skype: ann.moseva
    51. 51. Free online marketing audit We would like to invite all you to take a free 10-15 minutes personalized 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
    52. 52. Please follow Promodo.com/blog Twitter.com/promodo_en Facebook.com/promodo
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