Seo Ecommerce - webShaper Stores

TOC
What is SEO?
On-site Optimization
Off-site Optimization (Link building)
New website? What you should do.
Optimizing webShaper Stores
Resources
Tools

What is SEO?
Optimize your web pages so that
Search Engines understand and ranks your
web pages high (1 st page) for the targeted
keywords .

SEO = On-Site + Off-Site Optimization
On-Site Optimization
It’s about how you optimize your ecommerce store & product pages in a way that best understood by GYB and thus ranked high for keywords relates to your products.
Off-Site Optimization
What people says about your online store matters. And in online world, a link is a vote. Off-site optimization is about Link Building .

Do you know!?
Google uses more than “200+ signals” to determine how your website is ranked for particular keyword(s).
They keep tweaking the algorithm as frequent as half-dozen major / minor a week!

SEO Part I – On-site Optimization

SEO – what’s normally NOT done right?
Typical mistakes made…
No unique Title on every web pages.
No unique meta tags – Meta Description & Meta keywords.
No content structure <H1> <H2> <H3> …
Too little text content for products.
Product Contents - Too little or Keywords repetition insufficient.
Images not optimized (Name, ALT tag etc)
Lacks inbound and outbound links.

<Title> of your web page
<Title> = Product Name – Category
Eg Your Proudct Category – Mp3 Players > Apple Ipod > Ipod Nano 8GB (Also known as Breadcrumb)
Eg: Ipod Nano 8GB – Apple Ipod – MP3 Players

<Meta Tag>
<meta name="description" content=“Latest ipod nano 8gb from Apple… ">
<meta name=“keywords" content=“ipod nano, 8gb, apple…">
webShaper automatically puts in product details, Brand, Model, Price, Availability etc. ( indicate Selling Signal – SEO for ecommerce )
Eg: <meta name="description" content=“Product:Ipod nano 8gb, Price: RM599, Ship: Malaysia…">

If you done both right…
Your webShaper Store URL Google will be displayed nicely on their
search results – which increase your click through rate (CTR)

Even looks good on Facebook

<H1> <h2> <h3> - Title / Subtitle / Content
Your Product Name, is actually a <H1> header tag

Too little contents for product

A better optimized product page

Product’s Content
Is your product copy sufficiently long (250
words) and keyword-rich ?
Both your images + your product copy are your salesman! Imagine you are talking to client, sharing with them what your product does, why they should “add to cart” and checkout now!
Don’t be lazy! Don’t copy exactly from manufacturer’s website (duplicated content).

Repeat Keywords naturally
How to optimize your product description?
What are the important key phrases for your products?
What would prospects type when Googling?
Does it indicate buying state, or just merely research or interest stage?
Repeat the keywords naturally on your content,
Natural means writing for your customers!
Give them information to help them buy
Tell them why should they buy
On top of features, sell them benefits ( benefits, not features, sell products )
Link to External Review, Videos (on how to use your product, or commercial) etc if any.

The Search Buying Cycle

The intent of the searcher matters
Interest or Researching Stage
(normally more generic phrases!) - LCD TV Benefits, LCD TV Comparison, Plasma LCD Reviews, LCD Buying Guide
Buying Stage
(emotionally in buying mood and ready to commit purchase!)
- Sony LCD TVs 52” inch, Sony Bravia LCD KLV-46Z550A, Sony Bravia Special Promo, Discount for Panasonic TV 32”inch

Image Naming – Do it right Typical DSC00023.jpg Much much Better Ipod-Nano-8gb.jpg

Some non-SEO image elements #1
Sharp & Nice images matter
vs

Some non-SEO image elements #2
Multiple perspectives shots
(where you can slot into your product long description, see webShaper UK
client at http://travel-zone.co.uk )

SEO Part II – Link Building

Off-site Optimization aka Link Building
Link building, what the heck is it?
Think of it as a Referral / Recommendation
Think of it as a Vote
Think of it as simply as Word-of-Mouth .

Why people link to you?
You are branded.
You are controversial / worth talking about.
You are the known-expert in your fields.
You provide very good content
Easy to read, Easy to Understand, Descriptive, Funny
They bought from you, they like your service and they talk about it on their blog (or Facebook & Twitter)
You pay them (what else!?)
Bad news: it’s not so easy to get people to link to a
commercially driven site like ecommerce store - since most
stores will lack unique, linkable content.

Ideas to help you secure links
Submit to Directories – Botw.org / Business.com etc
Buy links via website like Sponsoredreviews.com
Throw a competition (asking for backlinks)
Exchanging links with Complementary Sites, or even competitors website which does not cover shipping to your targeted countries
How-to Articles for your products (how to choose your prom dress, how to do a perfect makeup for valentine days etc)

Ideas to help you secure links
Sponsor a Shopping Freeze for bloggers / community
Get people to reviewing your Products / Ecommerce Store
Get links from Suppliers / Manufacturers / Associates
Submit Coupon Code to site like Retailmenot.com
Participate in forums / group.
But nothing beats providing excellent services to clients!
You profit most from repeat purchase from customers!

Basic Concepts of BackLinks
Get the right Anchor Text as your back links
Linking to your Store ?
What your store is about?
What main products do you promote?
Targeting certain country only?
Eg. Selling Baby Products mainly targeting Malaysia? Try Malaysia Baby Online Store
Specify the Link Text Naturally
Tips: You can learn a great deal from existing website that ranked high
for the keywords you are targeting

Basic Concepts of BackLinks
Linking to your Products?
Pink Prom Dress (directly to product page)
Casio Gshock Watches (directly to product category)
Again, make it look natural. Meaning all backlinks
should not look exactly the same and happened in
a very short time.

Get only Quality Links - iRAQ
iRAQ
I nbound links – R elevancy, A uthority, Q uality

iRAQ (Inbound Links = RAQ)
R – Relevancy
Is the site linking to you relate to your products / services / business?
A – Authority
Does the site command trust? Expert in the field or business you are in? Link in Thestar.com.my articles carry more weight that johndoe.com etc.
Q – Quality
Does the site properly constructed? Have lot of inbound links itself? High Page Rank? High inbound links while Low outbound links? Etc etc.

Or use Quality Content to pull links Inbound Links (i RAQ ) E-Com Quality Content Other Site Pages

What Type of Links Matters?
What are Quality Links?
Blog Post Links
Article Links
Links from Partners (Brand manufacturers etc)
Industry Resources
High Quality Paid Links (Human-Edit Control like Yahoo Directory, Business.com, BOTW.org etc)

Advanced SEO for E-commerce
Blog & Tweet about every new products
Social Media – Facebook, Digg, Delicious, StumbleUpon
User Rating & Review Strategy
Link-Juice Sculpting via rel=nofollow
Widget Linking strategy (inbound links)
Tagging (User Generated Content)
Localized Optimization – domain / IP

Final Output – Above the Fold (No scrolling!)

#no1 ranking is possible!

New Stores? What you should do.
Submit your website to GYB
http://www.google.com/addurl/
http:// www.google.com /local/add/ (Google Local Business)
http://siteexplorer.search.yahoo.com/submit
http://www.bing.com/docs/submit.aspx
Already own existing websites?
Place banner and text link to it, Text Link Eg: shop online at estore
Submit Sitemap to GYB (highly recommended)
http://www.google.com/webmasters/
https://siteexplorer.search.yahoo.com/mysites
www.bing.com/webmaster

Optimizing webShaper Stores
Home Page Title
What do I sell? What does my store stand for (any niches)?
What will people type when googling for my type of store / products?
Tips: Type 5 keywords, starts with the most important products / brands as the first Title wording.
Eg- Seiko Watches, Rolex, Casio, Tissot, Oris – Malaysia Online Watches Store – mywatches.com Or describe your store main theme.
Eg - Malaysia Online Watches Store – Seiko Watches, Rolex, Casio, Tissot, Oris – mywatches.com

Samples…

Avoid this…

Optimizing Product Page
What will people type when googling for my type of store / products
Name your product properly…
Also name your pictures properly…
Describe your product properly (as if you were talking to client)…
Give information which helps your clients to understand in details what your product does, and other related information in helping them to make purchase decision.
Link to what matters (reviews, official brand site, youtube videos)
Product Content – contain enough keywords? Is it repetitive (natural keyword stuffing)? Are certain keywords bold?
Internal Link, Link to blogs, Related products.
Get customers to add users ratings and review!
User stories
78% - customer recommendation are the most credible form of advertising (Nielsen)
Link, Link and Link! Do internal linking and link to quality external resources is highly recommended!

Avoiding These if possible

Resources
webShaper E-commerce Learning Center
www.webShaper.com.my/Learn/
www.webShaper.com.my/Blog
Around the webs
http://www.seomoz.org
http://www.seobooks.com
http://www.stephanspencer.com
http://www.naturalsearchblog.com

Join us and Stay updated! Twitter.com/webShaper sales @webShaper.net Facebook.com/webShaper Facebook.com/MalaysiaOnlineStore

The End

The information contained in this document represents the current view of Neowave Sdn Bhd on the issues discussed as of the date of publication. Because
Neowave must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Neowave, and Neowave cannot
guarantee the accuracy of any information presented after the date of publication.
This overview is for informational purposes only. Neowave MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. Use it at your own
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Appendix 1: Search Engine Indexing Limits
Page File Size No more than 150 kilobytes Before Images, CSS and other Attachments
Links Per Page No more than 100 unique links per page
Title Tag No more than 70 characters
Meta Description No more than 155 characters

Appendix 2: Relative Importance of Keywords Placement

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Seo Ecommerce - webShaper Stores

by Neowave on Apr 12, 2010

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Seo Ecommerce - webShaper Stores — Presentation Transcript