Ethan Giffin provides tips for ecommerce site owners to improve their SEO and conversion rates, including writing unique product descriptions, targeting the right keywords, creating dynamic page titles and meta tags, having descriptive internal links and URLs, publishing new content regularly, and using XML sitemaps and link building strategies. The document emphasizes the importance of user-friendly design, technical standards compliance, and preventing spiders from getting trapped on sites.

1. Ethan Giffin | CEO, Groove Commerce

2. • Make sure you are targeting the right words
• The manufacturer isn't always right…
• Need more content than product links
• Goal should be 1 page a day for most eTailers
– Internal Blogs
– How To’s
– Buyers Guides
• Mine your site search
• WRITE UNIQUE PRODUCT DESCRIPTIONS!!!

6. • Good design is key…
• Important for both SEO and conversion
• Create a dynamic method for page titles/meta tags
• Follow Web standards
– Headline text in <h> tags aka your product and category names
– Paragraphs in <p> tags
– Bold and Italics <strong> and <em>
– Lists in <ol> and <ul> tags
• Every page is not one size fits all
• Float that layout - Put your content before the nav
• Be wary of Viewstate and other tech blunders

7. H4
H1

8. • Don’t bury your directories
– http://www.favorfavor.com/page/FF/CTGY/BabyItems
• Have great URL conventions
– http://www.favorfavor.com/c-1-Baby-Items.aspx
• Descriptive internal links
• Beware of Spider Traps
• Filtered navigation
• Follow or NoFollow… That is the question
• No session ID’s
– http://www.yourstore.com/products/pid=123&sid=123123@2
34234234

11. • Create & register dynamic XML sitemaps
• Link building strategies
– Directory submissions
– External blogs
– Mini sites
– Social media (Facebook/Twitter/and more)
– Online PR
• Discontinued products – 404/301/etc?
• Be sure to use your robots.txt
– Cart Pages
– Search Results Pages

12. Please feel free to email or grab me anytime
during the conference with questions!
Ethan Giffin | CEO, Groove Commerce
ethan@groovecommerce.com