E seller e book ( RAGHU )

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E seller e book ( RAGHU )

E seller e book ( RAGHU )

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  • 1. The eSellerMedia.comSEO crash course
  • 2. Page 2 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooksContentsSEO in numbers.......................................................................................................................................3 Comparing spend on Google Adwords to SEO ....................................................................................4Why do we need SEO? ................................................................................................................................5How good is your SEO? ..............................................................................................................................6Key ingredients to SEO – Blogging ...........................................................................................................7Key ingredients to SEO – Keywords .........................................................................................................9Key ingredients to SEO – Link Building ..................................................................................................10Key ingredients to SEO – Content Marketing .......................................................................................11Key ingredients to SEO – Black Hat ........................................................................................................12Why should you follow a Panda? .......................................................................................................13Going beyond Google? .............................................................................................................................14What do SEO agencies do? ......................................................................................................................15Find a great agency .....................................................................................................................................17A quick word on Flash ................................................................................................................................18SEO wrap-up – 10 Factors when Optimising .......................................................................................19........................................................................................................................
  • 3. Page 3 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooks1SEO innumbers• 2 – Search is the second biggest online activity after email• 82.6% – percentage of web users use search to find things• £514m – estimated value of UK search industry• 60% – proportion of people who click on top 3 Google results• 7 in 10 – clicked links are organic listings• 4:5 – ratio of searchers who rarely or never click on paid listings• 1 in 3 – b2b marketers spend more on SEO than any other marketing tool.......................................................................................................................
  • 4. Page 4 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooks2 ...........................................................................................Google Adwords Example CostsOn average the term ‘silk scarves for women’ gets 1300 monthly searchesin the UK and at the time of writing to be number one on Adwords forthat term would cost £2.30.It would be expected that the click through rate (CTR) for this would bearound 3% for a well written advert. Therefore in one year, using Adwordsyou would receive approximately 468 visits at a cost of £1076.Organic Google Listing ValueFor the same term to be #1 on Google’s natural listing you would get aCTR of approximately 32% providing approximately 4990 visits/year.To get this many visits on Adwords it would cost over £11,000. Even thenumber 3 slot in the natural listings would provide around 1000 visits ayear, worth £2300 in ad spend.Source: Noovo CreativeComparingspend on GoogleAdwords to SEO
  • 5. Page 5 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooksMost of yourcustomerscome to youvia a searchengine andso appearinghigh in theirrankings isa businessnecessity................................................................................................................Search engines send out their spiders to crawl the web, find outwhat’s new, who is linking to what and where the action is.These little critters send back their data and informorganisations such as Google, Yahoo and Bing what the weblooks like.When a user types in their search terms, the data gathered fromthe spiders is rapidly searched and the most relevant appears atthe top of the results.For most users, the first page of search results is the only onethey ever see. Results which appear on pages 2, 3 and onwardsreceive a mere fraction of the traffic gained by those on the firstpage.By Andy Atalla, founder and director of atom423Why do weneed SEO?
  • 6. Page 6 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooksIf your site is visited every day then this is, in most cases, anexcellent result. However, if it is just once a week, this is stilla good result for many companies.Perform a site auditYou need to ensure your site is easy for the search enginesto understand and that your code is up to scratch.Use relevant keywordsSpend a little time working out which words or phrases areused by your potential customers. Ensure these terms areused on their relevant pages and in the right places – pagetitles are the most important.Create engaging contentGaining links is seen as a recommendation by searchengines. By creating interesting and exciting content thereis more chance that people will post links on social mediasites, their own blogs and websites.Use social mediaSocial media can generate traffic, links and buzz in general.It also helps you to find out what people think of you.By Andy Atalla, founder and director of atom42Type yourcompany nameinto a searchengine. Itshould be fairlyhigh up on thefirst page. Ifnot, you have aproblem.The next step is to find out whenyou were last visited by a searchengine spider, you can find out byclicking ‘cached’, which is foundclose to the search listing. Thebusiest sites are visited very often,and have good SEO rankings..............................................................................................................4How good isyour SEO?
  • 7. Page 7 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooks5Key ingredientsto SEO - BloggingOne key method to bolster your online marketing is simply through blogging,something that we do on a daily basis. Writing a blog can be done by prettymuch anyone with a computer; writing a good blog which shares advice anddemonstrates industry knowledge is a skill.By publishing industry-related blog posts, business owners can communicateexpertise and personal style, while building and maintaining relationships withpotential customers.In addition to promoting discussion with your clients and driving traffic to yoursite, blogging can also help bring fresh content and new links.Kelvin Newman, Director of Strategy at SiteVisibility....................................................................................
  • 8. Page 8 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooksFrom a brand perspective if you get the content right this can help grow acommunity and provide a personality for your organisation, which is verypowerful.In terms of organic search blogging allows you to wax lyrical aboutsubjects within your business experience or related experience which helpsbroaden the range of terms which can help drive visitors to your site.Remember to include links in your blog posts, either to external sources,reports or news stories that you might reference and also to your owncontent, white papers and previous blog posts on your site where it makessense to do so.Linking to other documents on the web where it is natural and logical todo so, adds value to users and also helps search engines discover andunderstand more about the nature of your pages and those that you link to.Linking to external sources shows that you’re a good “web citizen” thoughof course you may want to limit this to within your blog content and not onyour corporate information pages.Nichola Stott from theMediaFlow5Key ingredientsto SEO - Bloggingcont/... ....................................................................................
  • 9. Page 9 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooks.............................................................................6Key ingredientsto SEO - KeywordsFocus onwhat yoursite actuallyoffers, orvisitors willjust bouncestraight backout of yoursiteHow can you improve your website’s SEO with keywords?Here are our tips:For ecommerce websites, your keywords should be focusedon your product: what is it that you sell? What keywords willyour customers search for in order to find you?The process of choosing your keywords is more than justthinking about what customers will search for.We suggest:1. Create a list of potential keywords (relevant words, butnot too common terms either).2. Enter the proposed keywords into keyword researchtools (such as Google Adwords Keyword Tool), todetermine how strong they are.3. Research your keyword list again, creating two lists: oneof broad keywords (ie “clothing”, “toys”, etc) and targetedkeywords (ie “blouses”, “jeans”, “toddler toys”,“transformers” etc).4. Include them on your page – make sure it reads naturally,but try to include 3-4 related keywords per page (analyseyour keyword density by entering a page here).
  • 10. Page 10 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooks7Key ingredientsto SEO - LinkBuilding ..........................................................................................In the past that had led to some people deliberatelytrying to manipulate links to a page thus artificiallyinflating the signals that tell a search engine a page isuseful or important. Whilst occasionally some of theselow-rent tactics may still work it is inadvisable to baseyour link strategy on engineered tactics.In 2012 Google in particular introduced a number ofalgorithm changes designed to identify and demotepages that use manipulated, ‘spammy’ link tactics.Instead focus on creating original, interesting contentthat speaks to your audience, and marketing thatcontent using social media, PR and marketingstrategies that will help you earn natural good-qualitylinks and remember - make your content easy-to-share with social buttons or embed codes for graphicsfiles.Nichola Stott from theMediaFlowAmongst manyother factors,search enginesuse links to apage to helpunderstandand evaluatehow and wherethat pageshould rank.
  • 11. Page 11 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooksThink of the Sunday papers that give away a free CDwith purchase, or tabloids that use TV to advertise ashocking exclusive.Content itself can be a product and products needto be marketed so that they are in front of your targetaudience, and so that they tell the right story at theright stage of a consumer purchase-journey.Having great, original and compelling content is onlythe first stage; marketing that content through organicsearch, social media and online PR is essential for youronline visibility.Nichola Stott from theMediaFlow8Key ingredientsto SEO - ContentMarketing .....................................................................................Even the mostestablished andoldest mediacontinue tomarket theircontent.
  • 12. Page 12 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooks‘White hat’ refers to proper optimization that is allowedby most search engines – this ebook is full of whitehat examples. Some Black hat examples are:1. Link pyramids: Creating other websites to providebacklinks to a main site.2. Keyword stuffing: Very, very small text stuffedwith keywords3. Invisible text: writing that is the same font colouras the background to hide it4. Doorway pages: Designed to attract searchengines, but redirect users to a new website5. Stolen content: duplicated content from otherwebsites (known as “scraping”)These are just a handful of examples. There are manymore, including more complex techniques involvingproxy servers and IP addresses, that are used to tricksearch engines.9Key ingredientsto SEO - Black Hat ..........................................................................When youoptimize yourwebsite, it’simportant toplay by therules. ‘Blackhat’ SEOtechniques arefrowned uponby Google andit has takenaction to lessentheir impact.
  • 13. Page 13 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooks.........................................................................................The main lesson? Avoid poor-quality content.Poor-quality content lowers your site’s rankingthrough Google Panda. Even if your site has a lot ofunique, relevant, original content, the poor-qualitystuff can still damage your site.The Google Webmaster Central blog offers someinsight into what you need to be careful with:• Duplicate, overlapping or redundant articles on thesame or similar topics• Mass-produced content by a large number ofcreators, or spread across a network of sites• Short, unsubstantial articles that lack helpfulspecifics• Are the pages produced with great care andattention to detail?• Does this article have spelling, stylistic or factualerrors?Should your ecommerce website be affected by aGoogle Panda update, you should improve your site,remove low-quality content, improve your SEO (whitehat only!) and ask Google to reinstate your ranking.Removing unwanted or damaged items will hugelybenefit your online sales.Google Panda isGoogle’s searchalgorithm, actingas a contentquality filter forits search enginerankings.But why does it matter for ecommercewebsites?The Google Panda algorithm was firstrolled out by Google in February 2011,aiming to promote high-quality contentsites through lowering the rankings oflow-quality content sites.Since then, the search engine hasreleased other Panda updates, whichhave affected a number of websites.For ecommerce entrepreneurs, GooglePanda offers lessons on what to do andnot do on your website.10Why shouldyou follow aPanda?
  • 14. Page 14 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooks....................................................................................................1. Local results: both search engines offer localresults for users. So consider focusing your contentand optimisation on keywords related to location.2. PageRank and links count a lot: good back-links to your website and internal links will bothhelp improve your traffic, but it will improve yourwebsite navigation and help you rank higher onboth Google and Bing.3. Pay-per-click exists on Bing too: using thesame model as Google AdWords, Bing offers anadCentre which helps you achieve click throughsand improves your SEO.4. Keywords: all search engines depend onstrong keywords. So try to make sure that yourdomain name includes a keyword that is directlyrelated to what your ecommerce business offers.It is therefore possible to rank on several searchengines at the same time, which should bereflected in your SEO strategy.Going beyondGoogle?In the WesternWorld, you’dbe forgiven forthinking Googleis the only searchengine. But othersdo exist likeMicrosoft’s Bing.As of November 2012, Googleaccounted for more than 91 per cent ofUK search engine use. Bing accountedfor just 4.73 per cent, followed by Yahoo!with 2.27 per cent.There are quite a few similarities betweenGoogle and Bing in terms of SEO. Whatare some of the key similarities you canuse in your SEO strategy?11
  • 15. Page 15 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooks........................................................................What do SEOagencies do?12Just as in any other industry, there are good and bad SEOagencies. The main sign of a good SEO agency is that it onlyengages in white hat SEO techniques.The truth is that SEO can be done in house: it isn’t a dark artthat requires insider knowledge of Google, but it does requirededication and a long-term strategy.Where an agency can help is in their expertise and talent. Manygrowing ecommerce sites simply don’t have the time to dedicatethemselves to proper SEO developmentThere are certain things that you can do before hiring an agency:• Keywords: ensure that you have a list of keywords for yoursite, and use these (where relevant) over and over on your site.• Copy: keep your website copy tight and fresh. Ensure youupdate your ecommerce site as often as possible with blogs,new products, new pages and categories and testimonials.Is it worthpaying foran SEOagency toboost yourecommercewebsite’srankingsonline?
  • 16. Page 16 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooksSEO agencies are best placed for the next phase of improvingyour SEO, where it becomes important to build up the number ofback links to your website.Back links are vital as they give your website credibility. The moreback links you have from strong sources (such as news outlets,academia and reputable/popular websites), the more “Googlejuice” your site will receive.There are two techniques for this. First, the organic way, whereyour site and its content sells itself – the copy you write and theproducts you have on your website are so good that others willlink back to you.You can achieve this through a good SEO / PR strategy, in whichjournalists link to your website in online articles, or through agood social media strategy, where the more you share throughTwitter and Facebook, the more people will link back to you.The second main technique is encouraging many sites to link toyou independently. Again, unique content is important for this,which you can help provide in advance.........................................................................What do SEOagencies do?cont/...12There areno magicbulletsfor SEO,however ifyou decideto hire anagency andwant tosee drasticresults,budget forthe agencyto work foryou for sixmonths to ayear.
  • 17. Page 17 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooksAlso consider:• How does their website look?• Does it come high up in search rankings?• Do they provide case studies of successfulcampaigns?• What professional affiliations do they have?• Are they accredited in some way?• What other marketing services do they offer?• Do they use Black Hat practices?• Can they provide references?Cross out the ones that don’t respond to your initialquery within 24 hours – these are either unreliable or justtoo busy for the customer service you need.Ideally, you will find a company that has worked on abusiness similar to yours in both what you sell and yourbusiness’ size. An SEO agency that has worked in yourindustry will be able to offer a better proposition becauseof previous knowledge.Throughout the process, remember that SEO is one ofthe most effective ways of marketing and promotingyour business and generating new sales. It isn’t alwayseasy to find the perfect fit, but once you do, it can helpyour business grow like lightening...................................................................Find agreat agency13So start your search by askingcolleagues, contacting site ownersof sites you visit, and looking atpopular SEO forums to find goodrecommendations. You can also findgood recommendations and adviceon choosing an agency with theInternetRetailing Procurement Guidehere.Reliable SEOagencieshave a strongreputationand industrypresence.
  • 18. Page 18 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooks14A quick wordon Flash ..........................................................................Adobe Flash is a brilliant product that lets web developers createdynamic video and lively animations on websites. But Google can’teasily see content that is constructed in Flash, so it should be usedsparingly.While it may make your site visually appealing, generally it is not agood idea to build your site with Flash as it will work against youin search engine rankings. (The same goes for Javascript – searchengines aren’t able to read it very well. So use it sparingly!).Google can’teasily seecontentthat isconstructedin Flash.
  • 19. Page 19 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooks1. Identify your audience2. Create relevant content3. Find the best keywords4. Optimise your article’s title5. Optimise your headings & subheadings6. Use title & alt attributes7. Create static & XML site maps8. Don’t use flash9. Avoid link farms10. Establish your business on social media channelsBy Ben Austin CEO of SEO Positivewww.seo-positive.co.uk15 ................................................................SEOwrap-up10 Factorswhen Optimising
  • 20. Page 20 of 19SEO crashcourseGo to www.esellermedia.com for more eseller ebooks...................................................................................Everything you need to know about selling on PinterestPinterest is the latest social media phenomenon to take the web bystorm.CLICK FOR FREE ACCESSSelling Online in 30 daysThe ultimate guide to getting your ecommerce business set up quickly– no staff, no tax, no network, just sales.CLICK FOR FREE ACCESSHow to make your customers love youA clear set of guidelines for giving customers the best possibleexperience when they visit and buy from your ecommerce website.These tips will earn you glowing reviews, peer-to-peer referrals andmost importantly repeat customCLICK FOR FREE ACCESSEverything you need to know about selling on FacebookAll businesses should have a presence on Facebook, but movingfrom a brand awareness exercise to selling your company’s goods orservices is the next logical step.CLICK FOR FREE ACCESSExpert Online MarketingA detailed set of guides covering the main aspects of marketingonline; from email to social media via Google analytics.CLICK FOR FREE ACCESSSEO crash courseYour must-read introduction to the essential principles of searchengine optimisation and how these can be applied to give yourecommerce business a genuine boost.CLICK FOR FREE ACCESSFREE OFFERSfrom eSellermedia.comSuccessful sellingonline in 30 daysCreated by and brought to you courtesy ofWe hope you enjoyed your visit to Top Drawer recently. As a thank you for your support, we would like tooffer you this FREE e-booklet, which gives you comprehensive and easy to understand, advice on gettingyour business online. Many of you have expressed an interest in ecommerce and, most recently, over 37%have indicated that you have an online presence. At Top Drawer, we are dedicated to providing youwith the right product and right business advice to help you maximise your business potential both on andoffline. We hope that you find the enclosed information useful, and look forward to seeing you at our nextTop Drawer event in September, 15-17th 2013.......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................