[Webinar November 2011] 10 Ways to Maintain eCommerce SEO Rankings Through a Redesign

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[Webinar November 2011] 10 Ways to Maintain eCommerce SEO Rankings Through a Redesign

  1. 1. Ethan Giffin, CEO Groove Commerce November 2011
  2. 2.  With over a decade of industry experience in eCommerce, SEO and the dynamic technologies Ethan E. Giffin that drive them Ethan Giffin founded Groove CEO & Founder Commerce to be a boutique web agency that provides enterprise class service for online ethan@groovecommerce.com retailers. Twitter: @Opie This blend of industry and agency experience has made Ethan a sought after speaker and panelist at top events including: Magento Imagine, Internet Retailer, eTail, Search Engine Strategies (SES), SMX, American Marketing Association, PubCon and Ad:Tech. Currently, as CEO Ethan is leading the charge as an Award Winning Magento partner. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 2
  3. 3. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 3
  4. 4. #1 Create a Baseline ReportNovember 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 4
  5. 5. 1. Verify Webmaster Tools Account2. Submit Your XML Sitemap3. Spider the Site (Integrity or Xenu)4. Look for Existing Crawl Errors5. Total Pages in Index vs. Sitemap vs. Spider6. Initial Rank Check7. GA Custom Reports November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 5
  6. 6. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 6
  7. 7. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 7
  8. 8. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 8
  9. 9. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 9
  10. 10. "The Linksys E2000 offers selectable dual-band Wireless-N technology and extended range to provide wireless coverage throughout your home. Cisco Connect"November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 10
  11. 11. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 11
  12. 12. 1. Data Imports Can Get Real Messy!2. Create a Content Map3. Make Sure Pages Have 1 to 1 Match4. Unique Page Titles & Meta Tags5. Define Your URL’s6. Set Your Canonical Tags7. Robots.txt November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 12
  13. 13. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 13
  14. 14. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 14
  15. 15. 1. Don’t Use View or More 2. Create Links to Other Products within Descriptions 3. Create Links Within Category Descriptions 4. Don’t Repeat the Same Navigation on All PagesNovember 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 15
  16. 16. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 16
  17. 17. 1. Review Product & Category Templates 3. Use Modifier Words (Buy, Discount)2. No Missing Elements! 4. Include Microformats November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 17
  18. 18. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 18
  19. 19. 1. Awesome User Generated Content! 2. Don’t Use Power Reviews Express 3. Use Internal Review Engine if You Can Set Followup 4. If not, Use Power Reviews Standard or Non JS BasedNovember 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 19
  20. 20. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 20
  21. 21. 1. Panda Loves Brands2. Outbrand the Brand!3. Create Unique Content4. Videos5. Buyers Guides6. Blogs November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 21
  22. 22. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 22
  23. 23. 1. Keep Same URL if You Can 2. If not, 301 Every Page Based on Your Content Map 3. Check Your Server Headers 4. Confirm Any Redirects Done Programmatically 5. Don’t Use 302’sNovember 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 23
  24. 24. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 24
  25. 25. 1. Can Sink Your SEO 2. Directly Affects Conversion Rate 3. Lowers Adwords Quality Score 4. Limits Ability to Diagnose Errors 5. Check Your Site with Pingdom & YSlowNovember 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 25
  26. 26. 1. Turn on Compression2. Remove Unneeded Code & Files – No Bloat!3. CDN Hosting4. Use Google jQuery Scripts5. Page Caching6. Track Server Errors & Performance (NewRelic/WebSite Pulse) November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 26
  27. 27. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 27
  28. 28. 1. Submit New Sitemap2. Spider the Site (Integrity or Xenu)3. Look for New Crawl Errors4. Total Pages in Index vs. Sitemap vs. Spider5. Weekly Rank Check6. Hold Breath November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 28
  29. 29. Create Audit Internal Avoid Canned Baseline Information Contexual Descriptions Report Transfer Link Strategy UseOptimize Site Create Sexy Set Up 301 Indexable Templates Brand Pages Redirects Reviews Monitor Load Post Launch Speed ReviewNovember 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 29
  30. 30. Our goal is to bridge the gap betweenmarketing and technology and deliver auser-friendly, high converting product toeach one of our clients. 2400 Boston Street,Services include: Suite 320, • eCommerce Website Design Baltimore, Maryland 21224 • Magento Development & Integration www.groovecommerce.com • Social Media Marketing 800.564.9826 @GrooveCommerce • Pay Per Click (PPC) Management • Search Engine Optimization (SEO) • eCommerce Site Analysis • Conversion Consulting November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 30
  31. 31. November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 31

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