Volusion's SEO Boot Camp

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Join Volusion's SEO Manager, Alison Garrison as she teaches you the basics of SEO and helps you set up your online store's SEO foundation.

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  • Help with alignment? 
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  • Image? Robot and human shaking hands / hanging out / high fiving
  • If there are only a few products in a category, there is no reason to add more sub categories. If you have more than 100 products on a category, sub categories will be helpful for both the user and search engines.
  • If there are only a few products in a category, there is no reason to add more sub categories. If you have more than 100 products on a category, sub categories will be helpful for both the user and search engines.
  • Generally, it is best to have a flat website architecture rather than a tall one. Tall site architecture will have several (i.e. excessive) subcategories between the home page and the products requiring more clicks. This makes it difficult for visitors to dig deeper to find what they are looking for and may signal to search engines that these deep pages are less important, making it harder to rank and get organic traffic. Flat architecture brings products closer to the homepage so that they are only a few clicks away from any customer.
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  • Speaking Points:
  • Speaking Points:Image that shows the anatomy of a SERPShow a good one… show an ok one… show a bad oneWhich one would you click on?Again – the human element – we must appeal to humans as well as the engines
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  • Volusion's SEO Boot Camp

    1. 1. SEO Boot Camp Confidential and Proprietary Information
    2. 2. SEO Boot Camp A quick-start guide to an effective SEO foundation for long-term success Confidential and Proprietary Information 2
    3. 3. Your Host and Boot Camp Instructor Alison Garrison, SEO Manager Confidential and Proprietary Information 3
    4. 4. Topics We’ll Cover Today 1 An Introduction to SEO 2 Website Architecture Workshop 3 Title Tags & Meta Descriptions 4 Basic SEO Features & Settings 5 Closing Tips Confidential and Proprietary Information 4
    5. 5. An Introduction to SEO Because understanding how SEO works leads to better SEO Confidential and Proprietary Information 5
    6. 6. What is SEO? Search engine optimization • A collection of marketing strategies aimed at building organic search visibility • SEO is about earning a spot in the organic results for relevant search queries Organic traffic • Makes up roughly 50% of website traffic • Is often perceived as most trustworthy • Fabulous medium for website and brand “discovery” Confidential and Proprietary Information 6
    7. 7. The SEO Trinity Confidential and Proprietary Information 7
    8. 8. SEO Friendly Does Not Mean Optimized You can’t just “turn on” SEO • Software can be programmed to be search engine friendly, but an optimized website requires human intellect and creativity • Truly great optimization requires SEO expertise and marketing know-how Confidential and Proprietary Information 8
    9. 9. The Human Element Confidential and Proprietary Information 9
    10. 10. What are People Searching? Confidential and Proprietary Information 10
    11. 11. Website Architecture Workshop How you categorize your products will profoundly influence SEO Confidential and Proprietary Information 11
    12. 12. Website Architecture Matters Strategic website categorization • Empowers customers to find what they are looking for quickly and with less effort • Allows for specific keyword targeting for each landing page • Brings in targeted, highly-relevant traffic to specific landing pages, increasing conversions • Provides search engines with context Confidential and Proprietary Information 12
    13. 13. Categories Should Be Logical & Useful Confidential and Proprietary Information 13
    14. 14. And Reflect Search Behavior Confidential and Proprietary Information 14
    15. 15. A Strong Primary Navigation Confidential and Proprietary Information 15
    16. 16. Can Be Enhanced by More Nuanced Sorting Confidential and Proprietary Information 16
    17. 17. Which Also Allows for Keyword Targeting Confidential and Proprietary Information 17
    18. 18. Optimize your Architecture 4 Easy Steps to Thoughtful Categorization 1 Brainstorm different ways to categorize products. 2 Decide on a primary navigation. 3 Consider secondary navigation opportunities and determine where these best fit within the context of the website design and/or navigation structure. 4 For each landing page and level of architecture, use different keyword themes. As you go deeper into the site, use more specific keywords and adjectives. Confidential and Proprietary Information 18
    19. 19. Optimize your Architecture Helpful Tips • Create an appropriate amount of categories and subcategories • Too few or too many products in a category impacts searchability • Within categories, set products to sort so that the most important products display first Confidential and Proprietary Information 19
    20. 20. Tall vs. Flat Architecture Tall Navigation is Too Deep • Generally, it is better to have a flat website architecture rather than a tall one • Tall website architecture features excessive subcategories between the home page and the products, requiring more clicks Confidential and Proprietary Information 20
    21. 21. Tall vs. Flat Architecture Flat Navigation is Best for Humans & Search Engines • Flat architecture brings products closer to the home page so that they are only a few clicks away Confidential and Proprietary Information 21
    22. 22. Last but not least… Submit a sitemap to Google and Bing • Whether your navigation is structured with JavaScript or HTML & CSS, it is important to ensure the search engines have a clear map to the website • A sitemap will ensure each important landing page is accounted for, crawled and indexed • Your sitemap is located at www.URL.com/sitemap.xml Confidential and Proprietary Information 22
    23. 23. Title Tags & Meta Descriptions How the search engines use these critical tags Confidential and Proprietary Information 23
    24. 24. Title Tag & Meta Description Unique, optimized tags are critical • Title tag • Approximately 70 characters • Most important HTML real estate • Communicates the main theme of the page • Should naturally contain targeted keywords • Meta description • Approximately 156 characters • A page’s marketing pitch • Influences click-through and user expectation • Meta keyword tag • Largely ignored by search engines Confidential and Proprietary Information 24
    25. 25. The Google Search Snippet Confidential and Proprietary Information 25
    26. 26. Well-Written Tags Attract Clicks Confidential and Proprietary Information 26
    27. 27. Basic SEO Features & Settings Part 1 – Website SEO settings Confidential and Proprietary Information 27
    28. 28. Website SEO Settings Marketing > SEO • Scroll down to “Search Engine Friendly URLs” and expand • Check the boxes next to: • Enable Search Engine Friendly URLs (recommended) • Use Hyphens (-) instead of Underscores(_) • Enable Canonical Links (recommended) • Do NOT enable full URL unless that is a specific part of your strategy Confidential and Proprietary Information 28
    29. 29. Website SEO Settings Confidential and Proprietary Information 29
    30. 30. Website SEO Settings Under “Search Engine Friendly URLs” • Check the following boxes: • Enable Search Engine Friendly URLs (recommended) • Use Hyphens (-) instead of Underscores(_) • Enable Canonical Links (recommended) • Do NOT enable full URL unless that is a specific part of your strategy • Don’t forget to click “Save” Confidential and Proprietary Information 30
    31. 31. Home Page Title Tag & Meta Description Confidential and Proprietary Information 31
    32. 32. Basic SEO Features & Settings Part 2 – Category Page SEO Confidential and Proprietary Information 32
    33. 33. Category Page SEO Confidential and Proprietary Information 33
    34. 34. Category Page SEO Volusion Blog: How to Increase SEO by Adding Content on Category Pages Confidential and Proprietary Information 34
    35. 35. Category Page SEO Confidential and Proprietary Information 35
    36. 36. Basic SEO Features & Settings Part 3 – Product Page SEO Confidential and Proprietary Information 36
    37. 37. Product Page SEO Confidential and Proprietary Information 37
    38. 38. Product Page SEO Confidential and Proprietary Information 38
    39. 39. Happy Optimizing! A few final words… • Install Google Analytics • It’s free! • It will allow you to monitor your SEO performance over time and make informed decision regarding your online marketing strategy • Instructions in the Volusion Knowledge Base • Volusion also offers an Ecommerce Analytics Installation service • No marketing strategy is an island! • PPC • Shopping Feeds • Social Media • Well-behaved traffic will positively influence your SEO • If you need some assistance or simply want to outsource your online marketing to experts, Volusion’s Marketing Services team is available to you and can be reached at 888-750-3996. Confidential and Proprietary Information 39
    40. 40. Thank you! Confidential and Proprietary Information 40

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