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SEO Secrets for Online Retailers Webinar

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Webinar featuring useful tips, tools and best practices for optimizing your ecommerce site for search engine rankings. Presented by Elastic Path Ecommerce Software's Jason Billingsley and Founder of ...

Webinar featuring useful tips, tools and best practices for optimizing your ecommerce site for search engine rankings. Presented by Elastic Path Ecommerce Software's Jason Billingsley and Founder of SEO firm Netconcepts Stephan Spencer.

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    SEO Secrets for Online Retailers Webinar SEO Secrets for Online Retailers Webinar Presentation Transcript

    • SEO Secrets for Online Retailers Visit the companion blog to ask questions, share experiences or comment: www.getelastic.com/seo-secrets/ For live audio, please dial in: North America (605) 772-3434 United Kingdom 0870 352 0482 Access code 671-709-038
    • Today’s Panelists Jason Billingsley Co-founder & VP Marketing Elastic Path Software www.elasticpath.com Stephan Spencer Founder & President Netconcepts www.netconcepts.com
    • Google Listings – Your Virtual Sales Force
      • Savvy retailers making 6-7 figures a month from natural listings
      • Savvy MFA (Made for AdSense) site owners making 5-6 figures per month
      • Most sites are not SE-friendly
      • Google friendliness = friendly to other engines
      • First calculate your missed opportunities
    • So simple even a child can do it! $30/day with Google AdSense.
    • Not doing SEO (or doing it poorly)? 10,000/day x 60% x 10% x 5% x $100 = $3,000/day You are leaving money on the table! Calculate the missed opportunity cost of not ranking well for products you offer? # of people searching for your keywords Engine share: Google = 60% Expected click-through rate Average conversion rate Average order value
    • Key Research Findings
      • Average merchant profile:
        • 73,000 unique pages (210,000 indexed in Google)
        • 14% yield search traffic
        • Each page produced 2.4 keywords which yielded 1.9 visits/month
        • 189,000 brand searches per month
        • Total potential for unbranded keyword traffic exceeds 7,000,000
      • Nearly 40 unbranded searches for every brand search
      • For large dynamic sites, nearly 100 searches for every unique page
      Research From Netconcepts study: The Long Tail of Natural Search Download it FREE from: www.netconcepts.com/long-tail-of-natural-search/
    • Estimating Your Tail
      • Multiply brand searches by a factor of 40 Eg. 100,000 brand x 40 = 4,000,000 unbranded searches
      • Multiply pages of site by 100 searches per page/mo Eg. 100,000 pages x 100 = 10,000,000 unbranded searches
    • Freeloaders are on Your Payroll
      • Most merchants have 80%+ of their pages driving no search traffic
      • Most don't even know this, or why it is a problem (no javascript based analytics package will tell them this either)
      • It’s a red light that they lack a Long Tail of unbranded keyword traffic
      • The # of searches for unbranded keywords is nearly 40x as great as searches for the brand name (put another way, 97x the # of pages onsite)
    • Secret #1: Improve Your Keyword Portfolio
      • Tools to check popularity of keyword searches
      • Overture’s Keyword Selector Tool http://inventory.overture.com
      • WordTracker.com
      • Trellian’s KeywordDiscovery.com
      • Google’s Keyword Tool https://adwords.google.com/select/KeywordToolExternal
      • Google Trends www.google.com/trends
      • Google Suggest www.google.com/webhp?complete=1&hl=en
    • Keyword Popularity According to Yahoo!
    • Keyword Popularity According to Wordtracker
    • Keyword Popularity According to KewwordDiscovery
    • Keyword Popularity According to Google Adwords Keyword Tool
    • Keyword Popularity According to Google Trends
    • Keyword Popularity According to Google Suggest
    • Secret #1: Improve Your Keyword Portfolio
      • Competition for that keyword should also be considered
      • Calculate KEI Score ( K eyword E ffectiveness I ndicator) = ratio of searches over number of pages in search results
      • The higher the KEI Score, the more attractive the keyword is to target (assuming it’s relevant to your business)
    • Secret #2: How to Make Your Pages “Sing”
      • Each web page should have a unique keyword focus (i.e. every page has a “song”)
      • The higher up in the HTML on the page, the more weight the keyword is given
        • Reorder the content above the nav using CSS
      • Have at least 200-250 words per page
      • Title tag is most important element on the page
      • Home page is the most important page
    • Secret #2: How to Make Your Pages “Sing”
      • Heading tags (H1, H2)
      • Contextual links
      • Text links much better than graphic links
      • Alt tags may be mildly helpful, for images that are links
      • Meta tags don’t improve rankings
      • Meta description can influence what’s displayed in the search results
    • Secret #3: Build Links, Strengthen PageRank
      • Inbound links play a key role in determining rankings
      • It’s not just about quantity (“link popularity”); it’s about quality (importance of the page, topically relevant/authoritative)
      • PageRank™ – Google’s algorithm for measuring a page’s importance; Yahoo & Live Search (MSN) have similar measures
      • Each web page ( not site) has its own PageRank score
      • PageRank scores from 0 to 10; logarithmic scale
    • Secret #3: Build Links, Strengthen PageRank
      • Use Yahoo Site Explorer to check link popularity siteexplorer.search.yahoo.com
      • Check your PageRank with Google Webmaster Central… www.google.com/webmasters
      • … and/or Google Toolbar… toolbar.google.com
      • … and/or SEOChat.com PageRank Search www.seochat.com/seo-tools/pagerank-search/
      • … and/or SEO for Firefox plugin tools.seobook.com
    • Google’s Toolbar with PageRank Meter
    • Secret #3: Build Links, Strengthen PageRank
      • Find link targets
        • Review links of competitive sites, sites in your keyword market
          • Again, use the Link Checker tool at www.netconcepts.com/linkcheck
          • Yahoo’s linkdomain: query operator & Yahoo Site Explorer tool
          • Run a link: query on www.seochat.com/seo-tools/pagerank-search/
        • Check sites with high rankings for relevant keywords
        • The fewer the number of links on their page, the better
      • Offer link-worthy content. Keep it fresh.
      • Consider providing an RSS feed
    • Secret #3: Build Links, Strengthen PageRank
      • Try to get good keywords in the hyperlink text
      • Types of links that are likely to get discounted:
        • Reciprocal links
        • Affiliated sites (on the same IP range or hostname)
        • Footer links (at the bottom of the page)
        • Site-wide links
      • Don’t participate in “link farms” or FFA (“Free For All”) sites
        • Hallmarks of a link farm = more urls per page & less organization
      • Don’t link to “bad neighborhoods”
    • Secret #3: Build Links, Strengthen PageRank
      • Sites with higher PageRank get crawled earlier, faster, and deeper by Googlebot
      • “ Google Bombing”
        • Inbound contextual links alone can drive a site to the top of Google (e.g. “click here”)
        • Also works on Yahoo, Live Search, etc.
    • Secret #3: Build Links, Strengthen PageRank
      • Create link bait campaigns
      • Use social media e.g. get dugg and then change your links on the landing page after the Digg traffic dies down
      • When issuing press releases, embed keyword-rich links in copy
      • Buy links? If you do, LinkExperts is a reputable broker.
      • Participate in the blogosphere
        • Have a blog and deep link to your ecommerce site
        • Let your employees blog. Train them first.
        • Comment on other blogs. Some blogs don't have “nofollow” comments.
        • PR efforts focused on bloggers: send free products/samples/access to influential bloggers
      FREE whitepaper from Elastic Path : Blogging for Retailers www.elasticpath.com/blogging-for-retailers/ (no registration required)
    • Secret #4: Rejig Your Internal Linking Structure
      • It’s not just about inbound links; internal links matter too
      • Your home page’s PageRank gets distributed to your deep pages by virtue of your internal linking structure
      • Links are the currency of the Web as far as search engines are concerned; spend it wisely within your site
        • Site hierarchy (tree structure)
        • Breadcrumb navigation
        • Site map?
        • Within article copy
        • Related products, Related articles, and Related searches
        • Tag clouds and Tag pages
        • Guided navigation
    • How did the NY Times get this high ranking?
    • Consistent use of internal links
    • Secret #5: Make Your URLs Optimal
      • SE’s are wary of dynamic URLs for fear of “spider traps”
      • Complex URLs (multiple parameters, &, =, ?) can decrease indexation and weaken your internal PageRank “flow”
      • Session IDs are death to search visibility
      • Options
        • Recode your site to not pass “query strings”
        • URL rewriting (using a server module/plug-in)
        • Remote-hosted “proxy serving” (e.g. GravityStream)
      • catalogagemag.com/mag/marketing_right_page_web/
    • Googlebot got caught in a “spider trap”
    • Secret #5: Make Your URLs Optimal
      • Canonical URLs & duplicate content issues
        • Multiple homes for your content
        • Multiple domains registered and resolving to your site
        • www vs. non-www (e.g. boston.com/cars/ vs. www.boston.com/cars/)
        • https:// version of your site
        • Session IDs or User IDs or superfluous flags in the URL
        • 301 redirect them all to the definitive version of the page
      • Removed pages
        • 301 redirect rather than 404
    • Secret #6: Influence the Click Decision
      • Zipf’s Law applies - you need to be at the top of page 1 of the search results. It’s an implied endorsement.
      • Synergistic effect of being at the top of the natural results & paid results
      • Entice the user with a compelling call-to-action and value proposition in your descriptions
      • Your title tag is critical
      • Snippet gets built automatically, but you CAN influence what’s displayed here
    • Where do searchers look? (Enquiro, Did-it, Eyetools Study)
    • Search listings – 1 good, 1 lousy
    • Secret #6: Influence the Click Decision
      • You may be #1 for some but not others… Search results are tailored to the user
        • Google Search History, geolocation, etc.
      • Vertical search results offers multiple paths to visibility
        • Google Base, Google Co-Op, Google Blog Search, Google Maps (Local),…
        • This also has translated into visibility in the “onebox”
        • Google’s new “Universal Search” results
    • Google’s “Onebox”
    • Secret #7: Check Your Pulse and Benchmark
      • Number of pages indexed (netconcepts.com/urlcheck)
      • Google PageRank
      • Link popularity
      • Alexa (alexa.com)
      • Positions in the search results for important keywords
      • What keywords are they targeting? (check their metatags)
    • Secret #7: Check Your Pulse and Benchmark
      • Measure what’s important to your bottom line
        • Not “hits” or even unique visitors
        • Number of orders delivered by search engines
        • Sales volume delivered by search engines
        • Profit delivered by search engines
        • Conversion rate
        • Cost per conversion, Cost per lead
        • ROI
    • Secret #7: Check Your Pulse and Benchmark
      • Advanced metrics that most analytics packages don’t measure:
        • Page yield
        • Keyword yield (keywords per page)
        • Spidering behavior
        • More metrics at multichannelmerchant.com/webchannel/seo/beneath_surface_search_012007
    • Sample KPIs Sample KPIs
    • Have Questions? Next Ecommerce Webinar August 16 th @ 9am PT/ 12pm ET Product Reviews for Online Retailers: The Power of Social Commerce Guest Panellist: Andy Chen, Founder & CEO, PowerReviews Sign up today! www.elasticpath.com/user-reviews/webinar/ Jason Billingsley VP Marketing Elastic Path Software www.elasticpath.com [email_address] lasticpath.com Stephan Spencer Founder & President Netconcepts www.netconcepts.com [email_address] .com Blog www.stephanspencer.com For an ebook on Google power searching, SEO checklists & worksheets, and audio recording of an SEO thought leaders teleconference, email [email_address] www.linkedin.com/in/jasonbillingsley (Feel free to add me; mention SEO webinar) Blog www.getelastic.com