V'S OVERVIEW
• On Page SEO vs. Off Page SEO
• Social Media Optimization
• Proper Titles and Meta Tags
• Page Content / Blo...
o PAGE OPTI IlATION
VS
OFF PAGE OPTI IlATION
ON PAGE SED
Optimizing your pages structure, links, keywords and content
to help you rank better for your specific keyword...
OFF PAGE SED
Link Building, Link Anchor Text, Page Authority.
OFF·PAGE SED CHECKLIST:
• Use Keywords in link anchor text •...
BEST PRACTICES FOR RANKING #1
(ACCORD TO ORC)
• Accessiblility
• Content
• Basic on page elements -titles, URLs
• User Exp...
GOOGLE'S RAN ALG IT
Weighting of Thematic: Chasten 01 ltanking Facton In Coogle
_..- , ....-.
100- _ _ ".,
.... 'h .....
-...
SOCIAL EDIA IZA N
There are two types ofsocial media optimization methods:
1. Social media features added to the content i...
PROPER TITLES
The title tag is one of the important
on-page keyword elements. Using
the keyword term/phrase in the
very fi...
Storefront Page Title Tag
t..d.. S"HT
_,'" SlOIelfOIII
,..,,' '
<A!i'H" MP P=~!lY!.LProf1h· I >
<~-
Category Page Title Ta...
K.,,, orjs;
OClC~""' :
PROPER META TAGS
Product/ Category Page Meta Tag
,
EditStore-> Head Tag/CSS
OIUDT.. ~' _ •• _ _.~ ....
PAGE CONTENT
THE 'PERFECTLY' PAGE
Bakery
chocolate donuts
Chocolate Donuts from Mary's
Learn the 3 secrets to
Mary's award...
PAGE STRU EIC BASICS
• Accessibility- Make sure the search engines can crawl your site.
• Text based navigation
• Move Jav...
r-%." M IV" M ER C II ANT
~~ ..... «XIOttOCl iC _0 n...
'.' ,•.......... ,.··..,..11·...," I.··....·..·....... ,. ··....·n...
BAD NAVIGATI
ABOUT I TRAININGS I SHOP I EVENTS I COMMUNITY SERVICE I PARTNER PROGRAM I MEDIA
•
. shtml " OnMOUS8out: "MM_s...
CATEG YAND PRO CT PAGE CONTENT
--Add content to both the header and _.' "
footer of your category pages. Use
detailed prod...
BLDG CONTENT
Use a blog to constantly add new fresh content to your
website. Publish how to guides,buyerguides, specials,
...
SEARCH FRIENDLY LINKS
cmG
http://www.store.com/category/category-code.html
PRODUCT LI STRUCTURE
http://www.store.eom/produ...
SED SHINGS
Global Settings -> Domain Settings -> SEQ Settings
-- --".'.'._-... , -.---~~.- ...--...
-..... i.' . ;1' ..._ ...
301 REDIRECTS
RewriteCond %(QUERY_STRINGj 'Screen=PROD&Store_Code=Naturals&Product_Code=(.')$
RewriteRule 'I.')$ http1Iwww...
CAN ICAl META TAG
The canonical meta tag is used to explicitly tell the search engines the correct URLofthe
current page. ...
MIVA CHANT SITEMAP
Enable Miva Merchant sitemap under SEQ settings and link in the Global Footer
_.........,, "
.....-.-F ...
G LE
Google Sitemap should be uploaded to Google Webmaster tools. Use the Template
Data Feed, Ultimate Feed Generator, or ...
GO LE WEBMASTER
• http://www.google.comlwebrnasters/
• Fird out how Google seesyour site
• Analyze search data
• See crawl...
• http://www.moz.org
• Analyze links and track key performance metrics inan efficientall-in-one
dashboard
• Identify criti...
Q s
Some ofthe content in this presentation was referenced from these articles:
http://moz.com/bloglvisual-guide-to-keywor...
On Page SEO by Nick Adkins
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On Page SEO by Nick Adkins

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MivaCon 2014 Breakout Session: On Page SEO
Presented by Nick Adkins, Lead Web Developer at Miva Merchant

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On Page SEO by Nick Adkins

  1. 1. V'S OVERVIEW • On Page SEO vs. Off Page SEO • Social Media Optimization • Proper Titles and Meta Tags • Page Content / Blog • Page Structure/ Coding Basics • Search Friendly Links/ 301 Redirects • Miva Sitemap and Google Sitemap • Tools/Resources • Questions
  2. 2. o PAGE OPTI IlATION VS OFF PAGE OPTI IlATION
  3. 3. ON PAGE SED Optimizing your pages structure, links, keywords and content to help you rank better for your specific keywords. ON·PAGE SEO CHECKLIST: • Start with keyword selection. research &testing • Content • I'v1eta Tags • Keyword density • AtTtags • Site maps. both XML and user facing • H1 tags • Usability and accessibility • URl structure • schema.org • Internal linking strategy AVOID COMMON ON·PAGE SEO MISTAKES SUCH AS AVOID SPAMMY SEO TACTICS SUCH AS • lAJpicatecontent • Hidden text • URl variants of the same pages • Hidden links • DJpicate title tags • Keyword repetition
  4. 4. OFF PAGE SED Link Building, Link Anchor Text, Page Authority. OFF·PAGE SED CHECKLIST: • Use Keywords in link anchor text • Deep linking (multi~e pages to muJti~e pages) • Obtain links from high ranking publisher sites • linkfrom siteswith a variety of UnkRanks • One-way inbound links • Use relevant keywords near your inbound link • Discontinuecampaigns if ranking doesnot improve AVOID COMMON OFF·PAGE SED MISTAKES SUCH AS AVOID SPAMMY SEO TACTICS SUCH AS • D.J~icate keywords in link aYderts • Unk farms (siteswith 1{)()+ outbound linksp:!r page) • Using thesame anchor texttoo often • Using irrelevant keywords in your link-ads • FOQJsing on quantity over quality • Garbage links • Hidden inbound links
  5. 5. BEST PRACTICES FOR RANKING #1 (ACCORD TO ORC) • Accessiblility • Content • Basic on page elements -titles, URLs • User Experience • Marketing • Advanced on-page optimization
  6. 6. GOOGLE'S RAN ALG IT Weighting of Thematic: Chasten 01 ltanking Facton In Coogle _..- , ....-. 100- _ _ "., .... 'h ..... - .• • • ' .._... ,. >L
  7. 7. SOCIAL EDIA IZA N There are two types ofsocial media optimization methods: 1. Social media features added to the content itself: Social news and sharing buttons, reviews,and incorporating third-party community functionalities like images and videos 2. Promotional activities in social media aside from the content being promoted: Blogging,commenting on other blogs, participating in discussion groups,and posting status updates on social networking profiles
  8. 8. PROPER TITLES The title tag is one of the important on-page keyword elements. Using the keyword term/phrase in the very first sentence of the page title results in adirect correlation with higher page and site rankings. ! . u .u ..•• •• -••, , ''''-'''- -_......_...................., , .. , . , .. ,._rr' __.1
  9. 9. Storefront Page Title Tag t..d.. S"HT _,'" SlOIelfOIII ,..,,' ' <A!i'H" MP P=~!lY!.LProf1h· I > <~- Category Page Title Tag Cod.. CfGY _,"" C_1ogOIy OiIpI..,. u".._ <f!Uac_ -"Mel prolUe" /> <he.cD <thud> pa;·,.·~li~· /> <:!I!!1,n_ ~-"eo<l' PM.W·"".d_~.....• />
  10. 10. K.,,, orjs; OClC~""' : PROPER META TAGS Product/ Category Page Meta Tag , EditStore-> Head Tag/CSS OIUDT.. ~' _ •• _ _.~ ...... .... _<OflC.- S""",,,,,. CO r< ~". ... _,• ...--·• •••••".m· _ U""-"S'"" _'.'M_ •• •
  11. 11. PAGE CONTENT THE 'PERFECTLY' PAGE Bakery chocolate donuts Chocolate Donuts from Mary's Learn the 3 secrets to Mary's award-winning chocolate donuts, get times & locations for availability,and learn how to make your own donuts at home. http://marysbakery.com/chocolate- donuts ,-_._-.- ------ -,--------,-_._-- ----- ._. --- ======,- , ~ ---- -
  12. 12. PAGE STRU EIC BASICS • Accessibility- Make sure the search engines can crawl your site. • Text based navigation • Move JavaScript and CSS into External Files • ProperUseofHl,H2Tags
  13. 13. r-%." M IV" M ER C II ANT ~~ ..... «XIOttOCl iC _0 n... '.' ,•.......... ,.··..,..11·...," I.··....·..·....... ,. ··....·n ·••• • Ol I. · · . ...•..·H • •u ....·...._n·... • 01 u ··.......·••• ::::::.u ...•·...._n ·••• _/. 1' •• _ ..... ft•• -" oNAVIGATION . _ " 7 • • «__•••__ . ~-.'-- ...."-800,608.MtVA(&462) -
  14. 14. BAD NAVIGATI ABOUT I TRAININGS I SHOP I EVENTS I COMMUNITY SERVICE I PARTNER PROGRAM I MEDIA • . shtml " OnMOUS8out: "MM_swaplmgRestore() " , " ' images homepage/about on.jpg ' ,l) "><im - - • name="Imagel " wldth~ " 8S" he19ht-"37 " OnMouseOver="MM_showMenu{window.mm_menu_12121S3153_0,O, 37,nuII, ' Imagel ' )" onHouseout= "MM startTimeout(); "></a >< / td> Examples of bad navigation include: • JavaScript that has the ac!uallink in an external file • Images for nav elements • Flash
  15. 15. CATEG YAND PRO CT PAGE CONTENT --Add content to both the header and _.' " footer of your category pages. Use detailed product descriptions containing your keywords. Make sure your category title and product name are in Hi tags! __._ _.oc:_ _._ _... _.___- ". , ....._- --'- -.._.......: .,_.._........_------_ _ .0 _ _ _ _• _ _ . , •_ _..... :0, • _ _ _ --- . ... --- ---' ; ---- ._-_.•._.._------------...-_.._------_._....._---_.._-------_._:::;- -- ,--.....__....._----.-
  16. 16. BLDG CONTENT Use a blog to constantly add new fresh content to your website. Publish how to guides,buyerguides, specials, product reviews, company news, embed videos and more. -~....---... , --- ~ ..._- W-Gi -"........._.- - - • ,. 1II1".II.t::: IJFllfIIFT=- flU CATIlOCi •, •• ---.- - -~ --- ---- - ~.~- --_._- ==-=-------------------- -- . -- ---
  17. 17. SEARCH FRIENDLY LINKS cmG http://www.store.com/category/category-code.html PRODUCT LI STRUCTURE http://www.store.eom/product/product-eode.html CHANGE YOUR ES TO USE K http://www.coffeewarehouse.eom/category/eoffee-cups.html IMPORTANT! - Always be sure to do 301 redirects ifyou change category codes, product eodes, or have existing URLs that you change to search friendly links. No Category code in product URLs to avoid duplicate uris.
  18. 18. SED SHINGS Global Settings -> Domain Settings -> SEQ Settings -- --".'.'._-... , -.---~~.- ...--... -..... i.' . ;1' ..._ :,,' , • ---- ---1_··...-- • -_........ --- . - C:;'.:,,;C.;.;~,:'.'•••'~-. ,...., --- ...... - ... _ ........ 1_.....' S"mple URW b.~ Oil ....ttlnS. '....,. "....'" ...._..._-_........._......_..__..-......,..._,....._"'..-,........,.......,___0<._ ....--....._11........_ . ..._1_1"" t , ,, "''--,""' T<SfU' ... _ ... . --
  19. 19. 301 REDIRECTS RewriteCond %(QUERY_STRINGj 'Screen=PROD&Store_Code=Naturals&Product_Code=(.')$ RewriteRule 'I.')$ http1Iwww.naturals·inc.com/page/Naturals/PROD/%1?[R=30l.Lj This will force your old-style Miva Merchant link to convert tea new, search-friendly link. You would need a ruleforthe category page link and product page linkand any variations on these. http://www.mivamerchant.com/bloWmiva-merchant-.htcaccess-fiIe-i nfographic
  20. 20. CAN ICAl META TAG The canonical meta tag is used to explicitly tell the search engines the correct URLofthe current page. This is very useful when you have pagination or other parameters that change the URL even though it is the same page.
  21. 21. MIVA CHANT SITEMAP Enable Miva Merchant sitemap under SEQ settings and link in the Global Footer _.........,, " .....-.-F . . . _ , ---,---------~- ---c • -- ".......-_. --._----------,-,..""- --""'" <' •••_ "c_ -""""~_ _c_ _c L_
  22. 22. G LE Google Sitemap should be uploaded to Google Webmaster tools. Use the Template Data Feed, Ultimate Feed Generator, or Moogle to create Google sitemap '........,..... " , , . , , " • 1
  23. 23. GO LE WEBMASTER • http://www.google.comlwebrnasters/ • Fird out how Google seesyour site • Analyze search data • See crawl errors • See who is linking to yourwebsite LS _.._... ------ --- =-- - '.-----.".- -_.._._. - '-- ..-.;=- -:;- .. --~ ..- - --'. . - -, --,
  24. 24. • http://www.moz.org • Analyze links and track key performance metrics inan efficientall-in-one dashboard • Identify critical SE~ issues and get actionable recommendations. • Automatically monitor changes to your rankings and take control of your organic traffic. _._.... _':-'-..._- =~=--o;;.;;...;.;.; - ...._---... --'---'--_.._-,. .... ---
  25. 25. Q s Some ofthe content in this presentation was referenced from these articles: http://moz.com/bloglvisual-guide-to-keyword-targeting-onpage-optimization http://moz.com/beginners-guide-to-seo

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