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E-commerce SEO for the Beginner
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E-commerce SEO for the Beginner

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Be sure to click directly on any links within the presentation to get access to resources that will help you sell more! …

Be sure to click directly on any links within the presentation to get access to resources that will help you sell more!

This presentation has been created by a team of certified SEO experts and covers the foundations of getting the right kind of potential buyers to your store from search engines. Watch to learn about; current search engine guidelines, what Bigcommerce makes easy, and on-page optimizations like the foundations of proper keyword research, the power of title tags and meta descriptions, the importance of alt tags, and so much more!

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Transcript

  • 1. This is Live and Interactive! Chat feature Raise your hand Answer polling questions
  • 2. Best Practices Within Your Store Tip: Always have your customer in mind!
  • 3. Why Optimize for Search Engines? Optimizing will help bring shoppers from search engines to your store!
  • 4. How SEO Works
  • 5. It is a combination of marketing tactics that will help you rank…
  • 6. Our Agenda 1. Bigcommerce has your back 2. Your “on-page” responsibilities   ○ Keywords ○ Title tags & meta descriptions ○ Page structure ○ Alt tags (Images Descriptions) ○ Creating content
  • 7. Search Engine Guidelines
  • 8. What Bigcommerce makes easy for you 1. 301 redirects 2. Canonical tags 3. Ensure rich media does not hide content 4. Clear hierarchy and text links 5. Descriptive, human friendly URLs
  • 9. Search engine guidelines and YOU 1. Make pages primarily for users, NOT for search engines! 2. Create a useful, information-rich site!
  • 10. On-page optimizations and YOU!
  • 11. Keywords
  • 12. Keywords Generate a “seed list” Our Product: ● Dog ● Dog Collar ● Training Collar ● Martingale Collar ● and keep going… Question to ask: 1. What would I type into a search engine to find this page?
  • 13. Short Tail vs. Long Tail Short Tail Keywords 1. 2. 3. 4. Dog Dog collar Training collar Martingale collar Long Tail Keywords 1. 2. 3. 4. Martingale dog dollar Martingale dog training collar Handmade bamboo dog collar Allergy reducing dog collar Generally consists of one to two keywords Generally less search volume (closer to searcher’s intent) Higher search volume Generally more likely to convert
  • 14. Long Tail Keyword Benefits
  • 15. Keyword Research From Short Tail to Long Tail Google Keyword Planner This tool will give insight and help generate ideas!
  • 16. Keywords Provide Nutrients to Your... 1. Home Page 2. Page Titles 3. Meta Descriptions 4. Product Pages 5. Category Pages 6. Web Content Pages
  • 17. Hierarchy Example Keyword Abuse: No Stuffing, Hidden Content, or Misleading Content!
  • 18. Keyword Action Items 1. 2. 3. “What keywords should I be using?” Generate “seed lists” Google Keyword Planner for long tail polishing and synonym ideas
  • 19. Title Tags & Meta Descriptions If you skip this, your “book” has no cover!
  • 20. Title Tags are... Critical for user experience and usability Accurate concise description of page content Can create relevance, leverage branding, and have emotional impact 1. 2. 3. Tip: ○ Keywords towards front ○ “Cut off” 60-70 characters
  • 21. Meta Descriptions are... 1. Intended for users to give short “introduction” of a page contents 2. Entices customers to “click-through” Tip: ○ Call to action i.e “Shop now” or “Buy Now” ○ “Cut off” 160-170 characters
  • 22. Title Tags & Meta Descriptions
  • 23. Title Tags & Meta Description Action Items 1. “What are title tags & meta descriptions?” 2. Complete for the following: ○ Homepage ○ Category Pages ○ Product Pages ○ Web Content Pages ○ Any News Items
  • 24. Page Structure Helpful for users and search engines to uncover and understand your website’s information
  • 25. Page Structure Help Product details keyword example BLANK product details keyword example
  • 26. Page Structure Action Items ○ Alt tags ○ WYSIWYG ○ Images and Videos Tab ○ Product descriptions that sell! ○ “How do I write for SEO?” ○ Enable customers to write product reviews
  • 27. Additional Content Opportunities Category Pages Web Pages News Items
  • 28. Additional Steps 1. Verify your site and submit your sitemap 2. Set up Google Analytics Have Questions? Bigcommerc Support Portal - Search for instructions Bigcommerce Community Forum - Get advice from store owners, our staff, and our partners Tweet @bigcommerce using "#BCSEOChat" Beginner’s Guide to SEO Google Starter Guide
  • 29. References for Today’s Content ● ● ● MarketMotive.com BC Knowledge Base Moz.com ● ● ● Coalition Technologies BC Blog Google.com