Ethan Giffin, CEO Groove Commerce   October 2012
Our goal is to bridge the gap betweenmarketing and technology and deliver auser-friendly, high converting product toeach o...
“eCommerceSites are Big,Bad andMessy…”October 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post...
“I just want togive up…”October 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World   4
1994                                             2008                              2009               Yahoo! Directory    ...
Duplicate Content          Feb                              Poor Content                          Low Quality/High Volume ...
Death to Web Spam…                                                     Non-Organic Links                                  ...
Content                                       &                                    CrawlingOctober 2012   Pubcon 2012 | eC...
1. Review Current Keyword List2. Top revenue generating keywords3. Top revenue generating landing pages4. Perform Baseline...
Crawl ReviewOctober 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World   10
•         Crawl Errors•         404 / 500 Site Errors•         Duplicate Content (internal)•         Unessential Indexed P...
October 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World   12
October 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World   13
October 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World   14
October 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World   15
October 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World   16
1. Can Sink Your                                                                                                      SEO ...
•         Quality Pages vs. Indexed Pages•         Is Site Speed Good?•         Do You Have a Proper Robots.txt?•         ...
Content / Social AuditOctober 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World   19
•         Duplicate Content (external)•         User Generated Content•         Unique Page Titles, ALT Text & Meta Tags• ...
"The Linksys E2000 offers selectable                                                       dual-band Wireless-N technology...
October 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World   22
October 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World   23
1. Awesome User                                                                                                      Gener...
1. Don’t Use View or                                                                                                      ...
October 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World   26
October 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World   27
October 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World   28
October 2012   Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World   29
•    Extensions We Use•    Mageworks SEO Suite Ultimate•    Fooman Speedster•    Fooman Analytics•    Groove RichSnippets•...
•      Too Little and You Don’t Get Results•      Too Much and it Becomes Unhealthy•      But Used Correctly…        • Jum...
•         Is Your Site Running Wild?•         Are You Blogging Enough?•         Are You Engaging Enough Socially?•        ...
Looking for help with your eCommerce site?                    Contact us today at 800-564-9826October 2012     Pubcon 2012...
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[Pubcon Vegas 2012] eCommerce SEO in a Post Panda World

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View our CEO, Ethan Giffin's presentation on eCommerce SEO in a Post Panda World from Pubcon Las Vegas 2012

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Transcript of "[Pubcon Vegas 2012] eCommerce SEO in a Post Panda World"

  1. 1. Ethan Giffin, CEO Groove Commerce October 2012
  2. 2. 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 • Inbound Marketing 800.564.9826 @GrooveCommerce • Social Media Marketing • Pay Per Click (PPC) Management • Search Engine Optimization (SEO) • eCommerce Site Analysis • Conversion Consulting October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 2
  3. 3. “eCommerceSites are Big,Bad andMessy…”October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 3
  4. 4. “I just want togive up…”October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 4
  5. 5. 1994 2008 2009 Yahoo! Directory Google Release Google Tests Launches “Brand Update” “Caffeine” 1994 2000 -2007 2010 Webcrawler, the $$$ Google Negative First Full Text The Golden Reviews Update Index Launches Years… 1997 2002 2011 Cloaking & Adwords Google Panda MetaTag Spam Launches as PPC Update Become Popular Platform 2012 1998 1999 Google Penguin Google, DMOZ, & Danny Sullivan Update GoTo Launch Moderates First SEO ConferenceOctober 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 5
  6. 6. Duplicate Content Feb Poor Content Low Quality/High Volume Links 2011 High Ad Ratio Content Farms InboundEngagement Coding Content Design Links• How long • Which sites • How clean • Is the • How do do people link back to is coding? content in- people spend on the site? • Are there depth? experience the site? • How many hidden • Is it high the site?• What is the are there? links quality & • Do people bounce unique? trust the Rate? site? October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 6
  7. 7. Death to Web Spam… Non-Organic Links April Boilerplate Text 2012 Keyword Stuffing Fresh Content/News InboundEngagement Coding Content Design Links• How long • Which sites • How clean • Is the • How do do people link back to is coding? content in- people spend on the site? • Are there depth? experience the site? • How many hidden • Is it high the site?• What is the are there? links quality & • Do people bounce unique? trust the Rate? site? October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 7
  8. 8. Content & CrawlingOctober 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 8
  9. 9. 1. Review Current Keyword List2. Top revenue generating keywords3. Top revenue generating landing pages4. Perform Baseline Rank Check5. Deep Crawl & Architecture Review6. Content & Social Audit7. Inbound Link AnalysisOctober 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 9
  10. 10. Crawl ReviewOctober 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 10
  11. 11. • Crawl Errors• 404 / 500 Site Errors• Duplicate Content (internal)• Unessential Indexed Pages• Spider Traps / Query Parameters• Percentage of Quality Pages vs Non October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 11
  12. 12. October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 12
  13. 13. October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 13
  14. 14. October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 14
  15. 15. October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 15
  16. 16. October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 16
  17. 17. 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 & YSlowOctober 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 17
  18. 18. • Quality Pages vs. Indexed Pages• Is Site Speed Good?• Do You Have a Proper Robots.txt?• Bad Magento URL’s / Duplicate Content?• Are You Using Canonical Tags• Is There a Trailing Slash• WWW vs. Non-WWW – Which Is It?• Should You NoIndex, Follow Pages? October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 18
  19. 19. Content / Social AuditOctober 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 19
  20. 20. • Duplicate Content (external)• User Generated Content• Unique Page Titles, ALT Text & Meta Tags• Social Signals October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 20
  21. 21. "The Linksys E2000 offers selectable dual-band Wireless-N technology and extended range to provide wireless coverage throughout your home. Cisco Connect"October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 21
  22. 22. October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 22
  23. 23. October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 23
  24. 24. 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 BasedOctober 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 24
  25. 25. 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 PagesOctober 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 25
  26. 26. October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 26
  27. 27. October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 27
  28. 28. October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 28
  29. 29. October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 29
  30. 30. • Extensions We Use• Mageworks SEO Suite Ultimate• Fooman Speedster• Fooman Analytics• Groove RichSnippets• Plus other CustomizationsOctober 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 30
  31. 31. • Too Little and You Don’t Get Results• Too Much and it Becomes Unhealthy• But Used Correctly… • Jumpstart Your Online Presence • Increase Online Sales October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 31
  32. 32. • Is Your Site Running Wild?• Are You Blogging Enough?• Are You Engaging Enough Socially?• Are You Creating Offers that Convert?• Are You Closing the Loop with Tracking? Creating good content is hard – make it work for you. October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 32
  33. 33. Looking for help with your eCommerce site? Contact us today at 800-564-9826October 2012 Pubcon 2012 | eCommerce SEO: Improving Your Search Rankings in a Post-Panda World 33

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