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.

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Less Pain, More Gain: Realistic SEO Strategies

  1. 1. Confidential and Proprietary Information Less Pain, More Gain SEO: Realistic SEO Strategies for Ecommerce
  2. 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. 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. 4. Confidential and Proprietary InformationConfidential and Proprietary Information 4 Getting Started Continue the conversation @Volusion with #sell4Xmore
  5. 5. Confidential and Proprietary Information The SEO Trinity 5Continue the conversation @Volusion with #sell4Xmore
  6. 6. Confidential and Proprietary Information Creating an SEO Workout Plan 6Continue the conversation @Volusion with #sell4Xmore
  7. 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. 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. 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. 10. Confidential and Proprietary InformationConfidential and Proprietary Information 10 On-site SEO: Make Your Website Content Count Continue the conversation @Volusion with #sell4Xmore
  11. 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. 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. 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. 14. Confidential and Proprietary Information What Humans See… 14Continue the conversation @Volusion with #sell4Xmore
  15. 15. Confidential and Proprietary Information What Search Engines See… 15Continue the conversation @Volusion with #sell4Xmore
  16. 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. 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. 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. 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. 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. 21. Confidential and Proprietary Information 21Continue the conversation @Volusion with #sell4Xmore
  22. 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. 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. 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. 25. Confidential and Proprietary InformationConfidential and Proprietary Information 25 Off-site SEO: Making a Name for Yourself Continue the conversation @Volusion with #sell4Xmore
  26. 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. 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. 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. 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. 30. Confidential and Proprietary Information Real Life Example 30Continue the conversation @Volusion with #sell4Xmore
  31. 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. 32. Confidential and Proprietary Information Real Life Example 32Continue the conversation @Volusion with #sell4Xmore
  33. 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. 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. 35. Confidential and Proprietary Information Real Life Example 35Continue the conversation @Volusion with #sell4Xmore
  36. 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. 37. Confidential and Proprietary InformationConfidential and Proprietary Information 37 Social Media: Finding & Engaging Your Audience Continue the conversation @Volusion with #sell4Xmore
  38. 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. 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. 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. 41. Confidential and Proprietary Information Real Life Example 41
  42. 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. 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. 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. 45. Confidential and Proprietary InformationConfidential and Proprietary Information 45 Developing Your SEO Workout Plan Continue the conversation @Volusion with #sell4Xmore
  46. 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. 47. Confidential and Proprietary Information Example #1 47Continue the conversation @Volusion with #sell4Xmore
  48. 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. 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. 50. Confidential and Proprietary Information Example #2 50Continue the conversation @Volusion with #sell4Xmore
  51. 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. 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. 53. Confidential and Proprietary Information 53 Example #3 Continue the conversation @Volusion with #sell4Xmore
  54. 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. 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. 56. Confidential and Proprietary InformationConfidential and Proprietary Information 56 SEO Promotions Continue the conversation @Volusion with #sell4Xmore
  57. 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. 58. Confidential and Proprietary InformationConfidential and Proprietary Information 58 Interested in Learning More? Continue the conversation @Volusion with #sell4Xmore
  59. 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. 60. Confidential and Proprietary InformationConfidential and Proprietary Information 60 Q&A Thank you! Continue the conversation @Volusion with #sell4Xmore