The document discusses improving search engine rankings for ecommerce websites after Google's Panda update. It provides an overview of Groove Commerce's ecommerce services and outlines their process for auditing websites which includes reviewing the current keyword list, crawl errors, site speed, content, social signals and inbound links. Tips are provided around improving content, user reviews and internal linking to help sites rank better in search results.

1. Ethan Giffin, CEO
Groove Commerce
October 2012

2. Our goal is to bridge the gap between
marketing and technology and deliver a
user-friendly, high converting product to
each 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
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3. “eCommerce
Sites are Big,
Bad and
Messy…”
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4. “I just want to
give up…”
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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 Conference
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6. Duplicate Content
Feb Poor Content
Low Quality/High Volume Links
2011
High Ad Ratio
Content Farms
Inbound
Engagement 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?
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7. Death to Web Spam…
Non-Organic Links April
Boilerplate Text
2012
Keyword Stuffing
Fresh Content/News
Inbound
Engagement 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?
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8. Content
&
Crawling
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9. 1. Review Current Keyword List
2. Top revenue generating keywords
3. Top revenue generating landing pages
4. Perform Baseline Rank Check
5. Deep Crawl & Architecture Review
6. Content & Social Audit
7. Inbound Link Analysis
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10. Crawl Review
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11. • Crawl Errors
• 404 / 500 Site Errors
• Duplicate Content (internal)
• Unessential Indexed Pages
• Spider Traps / Query Parameters
• Percentage of Quality Pages vs Non
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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 &
YSlow
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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?
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19. Content / Social Audit
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20. • Duplicate Content (external)
• User Generated Content
• Unique Page Titles, ALT Text & Meta Tags
• Social Signals
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21. "The Linksys E2000 offers selectable
dual-band Wireless-N technology and
extended range to provide wireless
coverage throughout your home. Cisco
Connect"
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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 Based
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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 Pages
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30. • Extensions We Use
• Mageworks SEO Suite Ultimate
• Fooman Speedster
• Fooman Analytics
• Groove RichSnippets
• Plus other Customizations
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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
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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.
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33. Looking for help with your eCommerce site?
Contact us today at 800-564-9826
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