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Less Pain, More Gain: Realistic SEO Strategies

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Join Volusion's SEO personal trainers as they uncover easy, moderate and difficult SEO strategies for your online business.

Join Volusion's SEO personal trainers as they uncover easy, moderate and difficult SEO strategies for your online business.

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  • 1. Confidential and Proprietary Information Less Pain, More Gain SEO: Realistic SEO Strategies for Ecommerce
  • 2. Confidential and Proprietary InformationConfidential and Proprietary Information 2 Your Hosts & SEO Personal Trainers Alison Garrison, SEO Manager Jason Ferguson, Search Marketing Specialist Continue the conversation @Volusion with #sell4Xmore
  • 3. Confidential and Proprietary InformationConfidential and Proprietary Information Topics We’ll Cover Today 3 Getting Started On-site SEO Off-site SEO Social Media Developing Your SEO Workout Plan SEO Discounts Q&A 1 2 3 4 5 6 7 Continue the conversation @Volusion with #sell4Xmore
  • 4. Confidential and Proprietary InformationConfidential and Proprietary Information 4 Getting Started Continue the conversation @Volusion with #sell4Xmore
  • 5. Confidential and Proprietary Information The SEO Trinity 5Continue the conversation @Volusion with #sell4Xmore
  • 6. Confidential and Proprietary Information Creating an SEO Workout Plan 6Continue the conversation @Volusion with #sell4Xmore
  • 7. Confidential and Proprietary Information Install Analytics on Your Website 7 • Install analytics • Take baseline measurements, track performance and identify opportunities • Monitor important metrics • Organic traffic • Organic revenue • Organic assisted conversions • Referral traffic • How to Set Up Google Analytics • Analytics Implementation Service Continue the conversation @Volusion with #sell4Xmore
  • 8. Confidential and Proprietary Information Access Your SEO Fitness Level 8 Volusion Blog: How to Perform an SEO Audit Volusion SEO Audit services Starter SEO Audit Submit your website for a chance to receive a FREE Starter SEO Audit! Continue the conversation @Volusion with #sell4Xmore
  • 9. Confidential and Proprietary Information Create Your Workout Plan! 9 • Measure success against your starting point • Commit to a long-term endeavor • Avoid “quick tricks” Continue the conversation @Volusion with #sell4Xmore
  • 10. Confidential and Proprietary InformationConfidential and Proprietary Information 10 On-site SEO: Make Your Website Content Count Continue the conversation @Volusion with #sell4Xmore
  • 11. Confidential and Proprietary Information What is On-site SEO? 11 Changes made directly to your website • Lays the essential groundwork for improved search engine visibility and includes: • Technical optimization • Keyword targeting • URL structure • Optimized tags • Search engine and human friendly content Continue the conversation @Volusion with #sell4Xmore
  • 12. Confidential and Proprietary Information 12 • Duplicate content • Shady stuff • Keyword stuffing • Over aggressive internal linking • Crazy footer links • Exact match anchor text Purge any “old school” on-site tactics Continue the conversation @Volusion with #sell4Xmore
  • 13. Confidential and Proprietary Information 13 On-page optimization basics • Intuitive keyword selection • Critical tags • Title tag, Meta description & Alt attributes – H1s can be helpful too • Optimized URLs • On-page content • Unique, appropriately descriptive & written for humans • SEO Boot Camp Video Continue the conversation @Volusion with #sell4Xmore
  • 14. Confidential and Proprietary Information What Humans See… 14Continue the conversation @Volusion with #sell4Xmore
  • 15. Confidential and Proprietary Information What Search Engines See… 15Continue the conversation @Volusion with #sell4Xmore
  • 16. Confidential and Proprietary Information Real Life Example 16 • Brown Aircraft Supply’s strategy included: • Technical optimization • Keyword research • Tag optimization • On-page content • In less than 3 months we experienced a: • 21.48% increase in organic traffic • 25% increase in organic transactions On-page optimization of 15 pages Continue the conversation @Volusion with #sell4Xmore
  • 17. Confidential and Proprietary Information 17 • Why is it valuable? • Increases keyword relevancy & diversity • Builds your website’s authority • Attracts potential clients in earlier stages of the purchase cycle • Provide valuable content that: • Appeals to your target market(s) • Answers questions or alleviates confusion • Solves problems • Entertains • Connects • Encourages sharing Content creation Continue the conversation @Volusion with #sell4Xmore
  • 18. Confidential and Proprietary Information Real Life Example 18 • Nearly 2,500 visits since the blog’s creation 4 months ago • Generated more than 6K in revenue thus far Continue the conversation @Volusion with #sell4Xmore
  • 19. Confidential and Proprietary Information 19 Thoughtful website architecture • Logical categorization and navigation menu structure • Intuitive and easy to navigate • Silos based on search phrasing • Landing pages allow for keyword targeting • SEO Boot Camp Video Continue the conversation @Volusion with #sell4Xmore
  • 20. Confidential and Proprietary Information 20 Unique product descriptions • Avoid or enhance manufacturer descriptions • Provide: • Multiple product images • Sizing charts and critical information • Product videos • User generated product reviews • Anything that will help the purchase decision making process Continue the conversation @Volusion with #sell4Xmore
  • 21. Confidential and Proprietary Information 21Continue the conversation @Volusion with #sell4Xmore
  • 22. Confidential and Proprietary Information 22 Technical Optimization • Robots.txt • Nofollow • Custom 404 error page • Sitemap declaration and submission • Schema markup • Canonical links Continue the conversation @Volusion with #sell4Xmore
  • 23. Confidential and Proprietary Information 23 Advanced Keyword Research Data-driven selection of keywords based on: • Search volume • Relevancy • Competition metrics • Competitor strategy • Current Webmaster Tools ranking • Google suggestions • Paid campaign data • Keyword mapping • Sales funnel analysis Continue the conversation @Volusion with #sell4Xmore
  • 24. Confidential and Proprietary Information On-site Tactics Recap 24 • Purge old, ineffective tactics • Optimize your Title tags, Meta descriptions and Alt attributes • Include on-page content • Create content your audience wants • Implement strategic website architecture • Provide unique product descriptions • Perform technical optimization • Use advanced keyword research Continue the conversation @Volusion with #sell4Xmore
  • 25. Confidential and Proprietary InformationConfidential and Proprietary Information 25 Off-site SEO: Making a Name for Yourself Continue the conversation @Volusion with #sell4Xmore
  • 26. Confidential and Proprietary Information What is Off-site SEO? 26 SEO that is external to your website • Your brand and website’s presence on the Internet • Mentions and citations • Links • PR • Social media • Less immediate control than on-site • More challenging than on-site Continue the conversation @Volusion with #sell4Xmore
  • 27. Confidential and Proprietary Information 27 Leverage existing networks • Professional affiliations • Manufacturers • Charitable organizations • Business associations • Distributors • Friends in the industry • Trade shows Continue the conversation @Volusion with #sell4Xmore
  • 28. Confidential and Proprietary Information 28 Online profiles • Google profile • Yellow Pages • Yelp & other review sites • Local search engine listings • Professional directories Continue the conversation @Volusion with #sell4Xmore
  • 29. Confidential and Proprietary Information 29 Outreach • Community forums • Industry specific “hang-outs” • Creative partnerships • Answer sites* • Blog comments* • Guest blogs * Proceed with caution Continue the conversation @Volusion with #sell4Xmore
  • 30. Confidential and Proprietary Information Real Life Example 30Continue the conversation @Volusion with #sell4Xmore
  • 31. Confidential and Proprietary Information 31 Be newsworthy • Media outreach • Meaningful press releases • Event participation • Guest speaking • Local Meetups • Traditional media Continue the conversation @Volusion with #sell4Xmore
  • 32. Confidential and Proprietary Information Real Life Example 32Continue the conversation @Volusion with #sell4Xmore
  • 33. Confidential and Proprietary Information 33 Establish authority • Guest publications • Solve problems and share solutions • Write white papers, Ebooks, traditional books, how-to guides • Associate publications with Google Authorship • Have a byline ready Continue the conversation @Volusion with #sell4Xmore
  • 34. Confidential and Proprietary Information 34 Link penalty corrections • Move from link building to link earning • Be judicious with anchor text • Assess your link profile • Prune undesirable links • Webmaster outreach • Disavow requests • Resubmit when appropriate Continue the conversation @Volusion with #sell4Xmore
  • 35. Confidential and Proprietary Information Real Life Example 35Continue the conversation @Volusion with #sell4Xmore
  • 36. Confidential and Proprietary Information Off-site Tactics Recap 36 • Leverage existing networks • Complete online profiles • Perform community outreach • Be newsworthy • Establish authority • Correct link penalties Continue the conversation @Volusion with #sell4Xmore
  • 37. Confidential and Proprietary InformationConfidential and Proprietary Information 37 Social Media: Finding & Engaging Your Audience Continue the conversation @Volusion with #sell4Xmore
  • 38. Confidential and Proprietary Information Social Media as SEO Strategy 38 Why social media? Social media, SEO and content marketing are becoming inseparable because social: • Boosts website authority • Sends traffic to ecommerce store • Enhances content strategy • Is just good marketing!
  • 39. Confidential and Proprietary Information 39 Taking care of the basics • Identify your audience’s preferred platforms • Set up your profiles • Utilize Volusion’s social media features • Facebook feature in config variables • Facebook Store • Sharing feature • Post promotions and coupons • Post product recommendations
  • 40. Confidential and Proprietary Information 40 Maintain a presence • Find an authentic voice • Manage multiple networks • If you cannot do multiple networks, focus on the ones you can • Only participate in networks that you can commit to using regularly • Regular engagement • Using the system properly • Threaded comments vs posts • Appropriate outreach
  • 41. Confidential and Proprietary Information Real Life Example 41
  • 42. Confidential and Proprietary Information 42 Build your brand • Craft a sophisticated strategy • Write community interest posts that resonate • Build a following • Targeted ads • Utilize social media for customer care and market research • Leverage community partners • Do not: • Buy followers • Annoy followers with excessive product blasting and e-shouting • Ignore posts or delete criticism
  • 43. Confidential and Proprietary Information Real Life Example 43 Social Media Strategy • Social media management coupled with Facebook Advertising • Spent less than $2K on advertising (approximately $600/month) Social Media Campaign Outcome • Increased community size by almost 5K • Over 831,000 impressions/viewers • 7,310 Engagements • Average Click-Through Rate: 1.12% Channel Comparison Cost Analysis: • Facebook Advertising - Average cost per 1,000 impressions/viewers: $4.81 • Television Advertising - Average cost per 1,000 viewers: $20-$40
  • 44. Confidential and Proprietary Information Social Media Tactics Recap 44 • Identify social media platforms • Optimize platform profiles • Utilize Volusion social media features • Post promotions, coupons and product recommendations • Find an authentic voice • Maintain a consistent presence • Regularly engage your audience(s) • Ensure you are using the platforms correctly • Build your brand
  • 45. Confidential and Proprietary InformationConfidential and Proprietary Information 45 Developing Your SEO Workout Plan Continue the conversation @Volusion with #sell4Xmore
  • 46. Confidential and Proprietary Information 4 Steps to an Effective (& Sane) SEO Strategy 46 Assess your company’s strengths and challenges • What marketing strengths and resources do you currently possess? • Where are you most struggling? (SEO Audit) • What can you keep in-house and what, if anything, do you want to outsource • What is your SEO and Social Media budget? Create a list of viable on-site, off-site and social media tactics • Identify a few high-value, difficult tactics that you can realistically commit to • Augment those tactics with “low hanging fruit” from the easy and moderate realms Track performance with Google Analytics and Webmaster Tools • Monitor progress specific to your tactics • Adjust your strategy based on metrics Avoid burnout • Take things step by step • Celebrate your milestones 1 2 3 4 Continue the conversation @Volusion with #sell4Xmore
  • 47. Confidential and Proprietary Information Example #1 47Continue the conversation @Volusion with #sell4Xmore
  • 48. Confidential and Proprietary Information Initial Assessment 48 • Strengths • Strong industry connections, especially in NYC • Involved in trade shows and industry events • Owner has a large LinkedIn network • Moderate brand awareness • Strong website architecture • Analytics has been tracking for 1+ years • Challenges • Poorly optimized tags • No on-page content • No technical optimization • No internal copywriter • Little to no content marketing • Weak link profile Continue the conversation @Volusion with #sell4Xmore
  • 49. Confidential and Proprietary Information Plan in Action 49 • On-page optimization for high level landing pages • Leverage existing networks • Content Strategy • Create and maintain a blog • Plan a purchase resource library • Outsource to a copywriter or hire an in-house content specialist • Implement enhanced product descriptions • Technical optimization Continue the conversation @Volusion with #sell4Xmore
  • 50. Confidential and Proprietary Information Example #2 50Continue the conversation @Volusion with #sell4Xmore
  • 51. Confidential and Proprietary Information Initial Assessment 51 • Strengths • Active returning customer base • Talented writer on staff • Brick-and-mortar storefront • Excellent ratings on review sites • Challenges • Bought bad links in the past • No Analytics tracking • Recent product recall • Blog has not been updated in several months • No technical optimization • Unverified local profiles Continue the conversation @Volusion with #sell4Xmore
  • 52. Confidential and Proprietary Information Plan in Action 52 • Install Analytics ASAP • Complete local online profiles • Write unique product descriptions • Write regular press releases and newsletters • Perform basic keyword research and enrich pages • Reach out to local volunteer groups as a resource • Work to correct harmful links • Use social media for customer care, advice and market research • Create targeted social advertisements Continue the conversation @Volusion with #sell4Xmore
  • 53. Confidential and Proprietary Information 53 Example #3 Continue the conversation @Volusion with #sell4Xmore
  • 54. Confidential and Proprietary Information Initial Assessment 54 • Strengths • Has strong tags and content • Already ranking well for part numbers • High search volume for branded terms • Extremely knowledgeable staff at all levels • Product lineup rarely changes • Highly competitive pricing on all products • Challenges • Product descriptions are actually images • Some minor site architecture issues • No Google profile • Seasonal demand for landscaping products • No ecommerce tracking Continue the conversation @Volusion with #sell4Xmore
  • 55. Confidential and Proprietary Information Plan in Action 55 • Install ecommerce tracking • Complete online profiles • Replace image-based product descriptions with text-based content • Change site architecture to remove steps from the buying process • Have staff create product demonstration videos • Use analytics for conversion analysis/research Continue the conversation @Volusion with #sell4Xmore
  • 56. Confidential and Proprietary InformationConfidential and Proprietary Information 56 SEO Promotions Continue the conversation @Volusion with #sell4Xmore
  • 57. Confidential and Proprietary Information Discounts on SEO Services 57 Good throughout March 2014 • Volusion Promotions • Commit to 5 months of SEO service, we will give you the 6th month free • Purchase 3 months upfront, we will waive the set-up fee • Call 1-888-750-3996 to learn more • Webinar Attendee Discounts • 15% off select SEO Services • Can be used in tandem with 6 Month promo for 15% off first month • Call 1-888-750-3996 or email Services@Volusion.com with “SEO Discount” in the subject line • Ask about the Starter SEO Audit • 5 free SEO Audits to give away • Use #sell4Xmore @Volusion on Facebook and/or Twitter • Winners will be announced on March 20th in our follow up blog post Continue the conversation @Volusion with #sell4Xmore
  • 58. Confidential and Proprietary InformationConfidential and Proprietary Information 58 Interested in Learning More? Continue the conversation @Volusion with #sell4Xmore
  • 59. Confidential and Proprietary Information Contact Our SEO Services Team 59 • Call 1-888-750-3996 or email Services@volusion.com • Use #sell4Xmore @Volusion on Facebook and Twitter • Follow the Volusion blog to learn more about SEO and ecommerce advice Continue the conversation @Volusion with #sell4Xmore
  • 60. Confidential and Proprietary InformationConfidential and Proprietary Information 60 Q&A Thank you! Continue the conversation @Volusion with #sell4Xmore