[Pubcon Austin 2010] eCommerce Site Optimization

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[Pubcon Austin 2010] eCommerce Site Optimization

  1. 1. eCommerce Site OptimizationEthan Giffin | CEO, Groove Commerce
  2. 2. Keywords & Content• Make sure you are targeting the right words• The manufacturer isnt 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!!!
  3. 3. Site Design and Structure• Good design is key…• Important for both SEO and conversion• Create a dynamic method for page titles/meta tags – Reverse Breadcrumbs…• 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
  4. 4. H4H1
  5. 5. Internal Linking Issues• 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
  6. 6. …And After
  7. 7. Inbound Links & Spiders• 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 (and not use) your robots.txt – Cart Pages – Search Results Pages
  8. 8. Want More Tips? Bring me your card! Questions after the show? Email me: ethan@groovecommerce.com http://twitter.com/opie Download the presentation:http://groovecommerce.com/pubcon
  9. 9. asdsadsa• Text Color Option 1• Text Color Option 2

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