Firstly, research and anaylisis, understanding keywords and competitors and auditing the site Identifying keyword opportunitues Checking onsite coding and ensuring that the site is structually sound, Google has around 200 ranking factors and what we need to do it try to tick as many of these boxes as possible The next step is copywriting and esuring we use these keywords, if we want to be found for keyword x do we talk about it Speed of site is now a factor so it’s the next thing that should be looked at Next step is marketing and offsite linkbuilding And lastly you should be analysing and tracking on a monthly basis to check for issues, gains, losses, general health check and most importantly ROI – return on investement
The SEO audit
An SEO audit analyses your website in great depth, identifying all of the different factors which could be affecting your search listing. By investigating your website in extensive detail, with search engine algorithms in mind, an SEO audit can provide you with all the information you need to boost your online presence and increase your page rank.
A full audit looks at up to around 200 different factors, but to give you a good understanding of how well your site performs, you can do a very basic SEO audit yourself.
Im going to give you some of the tools to do this today, but feel free
Google “moz 15 minute seo audit”
The SEO audit will look at: Onsite coding
Usability audit - usertesting – great to get real people views of your website (as with any website you as the website owner/admin will know it inside out, its really important we understand how other people use it though)
This tool allows that to happen and you can give “testers” tasks to do on your site and literally watch and listen to them as they do it, I would be amazed if this doesn’t open your eyes as to how users use you site
Site speeds and performance Keywords Offsite work Ranks reporting and traffic analysis
Alongside your SEO audit, you should also undertake keyword analysis. This looks at the keywords and phrases that people are currently finding your website with (are they the ones you want/expect?), and also the keywords that your competitors are ranking highly on.
From this, you can come up with a list of relevant keywords for your website that you would like people to be finding you on.
This list of keywords should inform how you write all your website content, from product descriptions to page titles and meta descriptions.
Login to Google webmaster tools,
If you havent already open an account and verifiy your website
Once logged in go to Optimization, Content Keywords
Here is a list of keywords that your website appears in Google for
What I want you to do is download these keywords, put them into an excel sheet and then move onto the next tool!
So Google anaylitics, if you don’t have this installed, I really suggest you should, its simply a snippet of code your webdeveloper needs to add to your website and it can give you some amazing insights into your website and customers.
Once setup and logged in to Google Analytics go to traffic sources, search, organic
This is a list of keywords currently driving traffic to your site
Again download these, add them to your excel sheet and move on!
You then need to make a list of alll your products and services, adding to it keywords you would expect to be found for, but aren’t,
Or ones you would like to be found for.
You can then take some of these keywords and have a play with Google search.
This then helps identify more keywords that users search and shows you opportunities that you may not have thought about and considered. Giving you suggestions that could be good for your webstore.
Keep adding more words to excel and then go to the next tool semrush
SemRush.com is a fabulous tool,
There is a free and a paid version of the tool
This tool allows you to find out what keywords your competitors rank for, it even shows you what keywords your competitors are paying to rank for!!
The free version is more than fine as it gives you up to 10 keywords for each competitor, imagine 10 competitors, each with 10 keywords, that 100 straight away!
Ok add them to excel! And move on!
Ok so you have got all these keywords, you then need to take them all to Google keyword tool here you can enter them all and find even more!
I suggest working on hundreds of keywords, not just 5 or 10… if you want to be top for “Gifts” the only way you will ever be top for a keyword as competitive as this is by being present in Google search for all keywords surrounding gift ideas….
You want to generate as many keywords as possible
This is a great tool because it gives you an idea how many people are searching this term, and if I take the term retirement gift ideas for women we can see that only 1000 people are searching this term per month,
In fact in a lot of examples I show only 10 or 20 searches per month
This may make you think what’s the point on working for this keyword, whilst being high for this term may not bring you masses of traffic, however I bet the ROI on this term will be significantly higher than someone searching “gifts”
Its really important that we work on long tail keywords, as generally these can give you a significantly better ROI, don’t get me wrong competitve keywords are important, but ultimately if we want to appear top for a competitive keyword we need to appear high for lots of long tail keyword surrounding that keyword.
So now we have the long list of keywords we need to work out which ones are going to be important for us, again I suggest keeping hundreds not just 10 or 20. One of the ways is to decide on competitiveness and search volumnes in the Google keyword tool, but another way is to Google the keyterm and see who else is out there, are they any opportunities, is anyone serving this keyword well or is there an opportunity to capture the audience searching this keyword?
OK so we have identified our keywords,
We need to ensure we use them in our website content, but never at the expense of readability, content relevance or content quality for the reader. SEO used to be about packing and stuffing keywords in, but search engines are much more wise to this now. Readers will soon be turned off if the content is not engaging.
So we have discussed keywords, the next thing I believe e-commerce stores need to focus on is userability and more so photo and video content
From a user point of view, websites with lots of images are much more visually appealing. For ecommerce websites, high quality product photos are essential – people want to see what they are buying. Use images that show products from a variety of angles and include a zoom option.
This is a UK site, you can see the product is shown from different angles
You can hover over the image to get an enlarged view
Reemclothing do this to help the buyer get closer to the product
And changing the image to a different angle and zooming in again
Customers should also be offered concise, clear product information. And an in depth description, where they can find a full technical specification.
Product information should be presented in a very easy to read format, with a short summary using bullet points, and the option to click through to more detailed information.
The product description or “product copy” should not just be a list of information about the product, but should be written with the customer’s needs in mind – it should solve a problem for them.
Product copy should be written with a focus on: Features Advantages and Benefits
Ask yourself: “What is the feature?” i.e. this knitted jumper is made of lambs wool “What does the feature do?” i.e. the knitted lambs wool traps the warm air from your body and holds it in a layer next to your skin (that’s the advantage)
“What’s in it for me (the customer)?” i.e. this extra layer keeps you warm and dry in the cold winter weather
Always turn a feature into a benefit wherever possible, and give as many as possible to increase your conversion rate.
Finally, product content should not be a cut and paste of the manufacturers information, as (a) this can get you into trouble with Google, and (b) you won’t stand out from every other retailer selling the same item
You should use your product information to engage with your audience: write it FOR them, TO them directly, and with personal recommendations and links to reviews if possible.
Video is now also becoming increasingly important both in terms of popularity and (as a result) for SEO.
YouTube is now the second largest search engine behind Google. Every minute, more than 48 hours of new video content is uploaded. Videos are 50 times more likely to rank on the first page of Google results.
Use videos on your website to show how products can be used, as offsite as sharable (viral) content to increase your brand profile. Don’t forget to use appropriate titles, descriptions and tags on all your videos for SEO purposes.
This is ASOS, I would highly recommend you visit ASOS and go to a product page and view a catwalk video, it really helps break down the barrier of trying an item of clothing on before buying!
Don’t get me wrong video can be expensive, but why not consider doing it for your top 5 or 10 products?
Social media is now hugely important for SEO.
The social media evolution for me is Google Plus
This is Googles 3rd attempt at social media
It’s currently full of techies
It’s a bit like the gym, we all join but no one goes
It has great features like hangouts for free video conferencing, but the best bit is Google authorship and this can now be done for brand too, i.e. you can tie back your brand content to a brand on G+ and also your blog content to a person on G+.
What this basically means is that Google can now be told who owns and wrote the content and Google now uses this information to resolve any duplicate conten issues, but also has now started ranking authors, content writers and brands. You need to be part of the program to be included in the algorithm and its really simple to do, no cost, just join G+ create a personal account and a company page (company pages are now the new Google local pages) and then add a snippet of code to your site to link them all together.
One company taking this further and using Google plus, doing it really well is H&M.
H&M posts regular updates focusing on inspirational fashion content such as videos and images, and invites followers to share their experiences and opinions
It then responds to and shares post from it followers to build a dialogue and keep people engaged.
H&M achieves an average of 72 +1s per post (+1’s are like Facebook likes), 11 reshares and 22 comments. The most popular posts are those that involve the brand’s top collections with Victoria Beckham, Versace and Marni.
But more importantly, Google says that H&M’s AdWords campaigns achieved a 22% increase in CTR thanks to its G+ social extensions.
These are the extenstions that are found here…
When signed into Google they show people you know who have plus’1d the brand. Adding that social proof and showing friends of yours that like the brand.
So we have talked about onsite, we need to talk offsite!
Offsite SEO refers to online activity that is posted somewhere other than your own website.
So ultimately the more websites that are relevant and link to you the better
Note the word relevant, Google wants to see lots of other web properties linking to you, but is only interested in extremely relevant and non spammy ones!
The reason I have chosen a spiders web is because you need to think of it likes this, we need to create lots of different sites linking to use, but also linking to each other and more so lots of different layers of different types of links.
Talking of sharing, How easy is it to share products on your site, ensure that you use social buttons to encourage social sharing on product pages, use pin it buttons for Pinterest (especially if your products are visually strong)
Ensure you have a Google plus button on all pages, this will help Google show other people that have “plus 1’d” your site in Google search results.
cross pollinate and cross sell by showing relevant and related products or “customers also bought” sections – this not only increase the chance of a customer buying multiple products but it also helps with your site ARCHITECTURE
Site architecture I hear you ask!! Ok so Just to quickly explain site architeture, we need to keep Google spidering round, this type of site where pages are 6 clicks away from the homepage, suggest to Google that the pages are not very important,
Compared to This structure where all pages are only 3 clicks away, bear this model in mind all the times as this shows Google all the pages are relevant and easy to get to.
Ok so we have gone through a lot here and of course this will be available to download and there will be time for questions, this brings me nicely to what are the new ranking factors for Google
There has been a major swing from traditional link building to an acronym SOLOMO
Social – Social Engagement, sharing and metrics Local – being found, and having local reviews Mobile- mobile and tablet optimised websites
In fact eMarketer say that 15% of online retail sales take place via mobile devices, and by 2017 that will rise to 25%, Google have openly said that if you are not mobile optimised you will suffer in their Google mobile search.
So there we have it, SEO is common sense, creating good content, that is easily accessible on all devices and ensuring that we facilitate making it as popular as possible.
Does anyone want to challenge me, does anyone think this is all a load of nonsense?Feel free to submit questions thoughts to Tri-City
For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com
Carry on the conversation with me on twitter @jrconsultancy
SEO for Business
The Broadband East
SEO for Business
• Former optician
• Ran chain of opticians and ecommerce site
• Website, SEO, ecommerce
Broadband Project aims
• To help East Riding Businesses get more out of being
connected to and to help them grow.
• To help businesses make use of the superfast
connections being rolled out across the county
(ongoing at present, most places not upgraded yet in
the East Riding)
Broadband East Riding is part of East Riding of Yorkshire
Council’s Economic Development department, and its
entirely paid for with funds from the European Regional
Development Fund (‘European money’).
So its wholly FREE to businesses.
Format of Support
• Direct 1-to-1 support with a broadband
dedicated business advisor (me!),
• Attendance at workshops covering a variety of
topics – first ones available starting 10 June
• Bespoke recommendations tailored for each
business – IT diagnostic reviews and reports
• Project runs to September 2015.
• The project representatives are available to
speak to and ask questions today
Offsite SEO / Link building
• RSS feed submissions
• Guest Blogging
• Press Releases
• Social Bookmarking
• Social Sharing
• Local Engagement
• Blog / Forum commenting
• Create Link bait!
Top SEO Tips for Webstores
• Use SEO friendly URL’s
– Should be
• Ensure that there is only one version of
your website (try http://amazon.com)
• Use Xenu or Screaming Frog to check for
• Image file names don’t use img123.jpg
• Affiliate schemes?
– Have a policy
– Offer unique content
• W3C Check your sites code
• Don’t use the same IP/Domain name to email
• Discontinued Products
• Ensure you are signed up to WMT
• Use e-commerce tracking on Google Analytics
“This year, 15% of online retail sales will take place
via mobile devices, according to eMarketer, up from
11% in 2012. By 2017, the percentage will rise to
Does anyone want to challenge me, does
anyone think this is all a load of nonsense?
It’s time for questions
• For Tips, Tricks and more free advice
Subscribe to my blog at JonnyRoss.com
• Carry on the conversation with me on