[Webinar July 2012] eCommerce SEO in a Post Panda World
 

[Webinar July 2012] eCommerce SEO in a Post Panda World

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[Webinar July 2012] eCommerce SEO in a Post Panda World [Webinar July 2012] eCommerce SEO in a Post Panda World Presentation Transcript

  • Ethan Giffin, CEO Groove Commerce July 2012
  • Ethan Giffin Mack McGee CEO VP Sales & Marketing Groove Commerce Groove Commerce Panelist HostJuly 2012 Webinar | Magento SEO Improving Your Search Rankings in a Post-Panda World SEO: 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 • Social Media Marketing 800.564.9826 @GrooveCommerce • Pay Per Click (PPC) Management • Search Engine Optimization (SEO) • eCommerce Site Analysis • Conversion Consulting July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 3
  • • Review Google’s Panda & Penguin Update • Groove’s 8 Step SEO Audit Process • Where & How You Can Assess Your Site • Plenty of Question & Answer Time • Chance to Win a Free Site Consultation!July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 4
  • Poll #1July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 5
  • What is SEO?July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 6
  • July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 7
  • Search Query= KeywordPaid Ads Paid Ads (PPC) (PPC)Organic Results (SEO) July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 8
  • July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 9
  • July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 10
  • The Game Has ChangedJuly 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 11
  • 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 ConferenceJuly 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 12
  • 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? July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 13
  • 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? July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 14
  • Poll #2July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 15
  • 1. Review Current Keyword List2. Top revenue generating keywords3. Top revenue generating landing pages4. Perform Baseline Rank Check5. Deep Crawl & Architecture Review6. Review On-Page Optimization7. Inbound Link Analysis8. Content & Social ReviewJuly 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 16
  • Crawl ReviewJuly 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 17
  • • Crawl Errors• 404 / 500 Site Errors• Duplicate Content (internal)• Unessential Indexed Pages• Spider Traps / Query Parameters• Percentage of Quality Pages vs Non July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 18
  • July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 19
  • July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 20
  • July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 21
  • July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 22
  • July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 23
  • 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 & YSlowJuly 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 24
  • • 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? July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 25
  • Content / Social ReviewJuly 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 26
  • • Duplicate Content (external)• User Generated Content• Unique Page Titles, ALT Text & Meta Tags• Social Signals July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 27
  • "The Linksys E2000 offers selectable dual-band Wireless-N technology and extended range to provide wireless coverage throughout your home. Cisco Connect"July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 28
  • 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 BasedJuly 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 29
  • 1. Panda Loves Brands2. Outbrand the Brand!3. Create Unique Content4. Videos5. Buyers Guides6. Blogs July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 30
  • 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 PagesJuly 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 31
  • July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 32
  • • According to Facebook, people who click the “Like” button on external sites have 2.4x the number of friends than the average Facebook user, and click on 5.3x more external links, so ensuring you connect with these word-of-mouth advocates is not just a nice-to-have, it’s a must-have. July 2011 July Webinar | Getting Social with Magento
  • July 2011 July Webinar | Getting Social with Magento
  • July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 35
  • Poll #3July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 36
  • Link AnalysisJuly 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 37
  • • Build Natural Links• Social Sharing• Don’t Buy Links• Google Webmaster Notifications• No Russian Link Farms• Don’t Stress if Your Doing Nothing Wrong• How to Find Your Inbound Links? July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 38
  • July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 39
  • Poll #4July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 40
  • • Too Little and You Don’t Get Results• Too Much and it Becomes Unhealthy• But Used Correctly… • Jumpstart Your Online Presence • Increase Online Sales July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 41
  • • Perform a Full Site Audit• Begin to Develop Regular Fresh Content• Increase Your Social Engagement• Build Natural Links• Monitor Changes on a Ongoing Basis July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 42
  • Please join us on August 16th for our next webinar: Christmas in August: How to Maximize Your Holiday Revenue www.groovecommerce.com/webinar/ info@groovecommece.comJuly 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 43
  • July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 44