Shopify SEO & Analytics Training
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In this training for the Main & Digital bootcamp with Invest Ottawa and Shopify I cover: - SEO o On-site Optimization Theme Speed & Top Optimization Tips Schema Markup Content Best Practices Image Tagging Video Embeds (YouTube) o Off-site Activities Backlinks • Link Building Best Practices • Link Building Case Studies Social • Facebook, Instagram Paid Search • Google AdWords o Search, Display, Mobile, Video Ad Formats o Remarketing with Audiences o Recommended Tools SEMRush (Keyword Database, Site Audit, Position Tracking) Majestic (Link Analysis) - Google Analytics – Best Practices o Summary of GA / How to Setup in Shopify o Linking GA to Google Search Console o Viewing Traffic Sources (Organic Search, Social, Referral, E-Mail) o Setting up Goals and Funnels o How to Create Reports and Custom Dashboards - Favourite Shopify Apps o Receiptful (Automated Customer Interactions) o Share-a-sale (Affiliate program) o Google Shopping o Alt Text (automated alt text) o Minifier - Image and Website Optimization
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Shopify SEO & Analytics Training
- 1. Brock Murray, COO, seoplus+ @SEOBrock SEO & ANALYTICS TRAINING
- 2. ABOUT BROCK MURRAY • Started as a web designer in 2002 • Established seoplus+ in 2012 • Clients: Orbcomm, JNCO, Boy Meets Girl • Teacher: Camp Tech | Advisor: Invest Ottawa • Contributor:
- 3. AGENDA • SEO • ON-SITE OPTIMIZATIONS • OFF-SITE ACTIVITIES • RECOMMENDED TOOLS • GOOGLE ANALYTICS • MY FAVOURITE SHOPIFY APPS • Q & A
- 4. ON-SITE OPTIMIZATIONS • THEME SPEED & OPTIMIZATION TIPS • SCHEMA MARKUP FOR PRODUCTS & REVIEWS • CONTENT BEST PRACTICES • IMAGE TAGGING • VIDEO EMBEDS (YOUTUBE)
- 5. THEME SPEED • CHOOSE A FAST LOADING THEME FROM THE BEGINNING (USE GTMETRIX TO CHECK) • YOUR PAGE LOAD TIME SHOULD BE LESS THAN 3 SECONDS ON-SITE OPTIMIZATIONS
- 6. THEME OPTIMIZATION TIPS • REMOVE JAVASCRIPT CAROUSELS (REPLACE WITH OPTIMIZED IMAGE) • COMPRESS IMAGES (MINIFIER) • ENSURE CSS IS CLEAN AND SIMPLE • AVOID APP OVERLOAD ON-SITE OPTIMIZATIONS
- 7. WHAT IS STRUCTURED DATA MARKUP? • STRUCTURED MARKUP IS A PIECE OF HTML CODE ON YOUR PAGE THAT'S ORGANIZED (STRUCTURED) IN SUCH A WAY THAT IT GIVES SEARCH ENGINES ADDITIONAL INFORMATION ABOUT YOUR CONTENT. • A RICH SNIPPET IS THE REPRESENTATION OF YOUR MARKED-UP INFORMATION IN SEARCH RESULTS. SO, IF STRUCTURED MARKUP IS A PIECE OF CODE, THEN A RICH SNIPPET IS THE VISUAL PART OF THAT CODE DISPLAYED ON GOOGLE. ON-SITE OPTIMIZATIONS SOURCE: WEBMEUP.COM
- 8. TYPES OF SCHEMA • PRODUCT NAME & PRICE • PRODUCT AVAILABILITY • REVIEWS & RATINGS • OFFERS • IMAGES AND VIDEOS ON-SITE OPTIMIZATIONS
- 9. TYPES OF SCHEMA - PRODUCTS ON-SITE OPTIMIZATIONS STRUCTURED MARKUP RICH SNIPPET
- 10. TYPES OF SCHEMA - REVIEWS ON-SITE OPTIMIZATIONS RECOMMENDED APP: PRODUCT REVIEWS
- 11. TYPES OF SCHEMA - OFFERS ON-SITE OPTIMIZATIONS STRUCTURED MARKUP RICH SNIPPET
- 12. CONTENT BEST PRACTICES • PRODUCT PAGE • BLOG PAGE ON-SITE OPTIMIZATIONS
- 13. PRODUCT PAGE - BEST PRACTICES ON-SITE OPTIMIZATIONS SOURCE: BACKLINKO.COM
- 14. CREATING AUTHORITATIVE CONTENT ON-SITE OPTIMIZATIONS
- 15. BLOGGING - BEST PRACTICES • USE BACKLINKO’S “SKYSCRAPER TECHNIQUE” • BE THOROUGH (IE 1,000+ WORDS) • CREATE UP-TO-DATE CONTENT • SHARE USING SOCIAL & OUTREACH ON-SITE OPTIMIZATIONS
- 16. IMAGES – SEO TIPS • USE PRODUCT NAME IN THE FILENAME • OPTIMIZE YOUR IMAGE ALT TAGS ON-SITE OPTIMIZATIONS
- 17. USE KEYWORD-RICH FILENAME GOOD: 2016-FORD-MUSTANG-LX-RED.JPG BAD: DCM84730.JPG ON-SITE OPTIMIZATIONS
- 18. OPTIMIZE IMAGE ALT TAGS ON-SITE OPTIMIZATIONS
- 19. VIDEO EMBEDS • YOUTUBE IS 2ND LARGEST SEARCH ENGINE IN WORLD • UPLOAD PRODUCT VIDEOS TO YOUTUBE • EMBED ON PRODUCT PAGES • EMBED ON RELEVANT BLOG POSTS ON-SITE OPTIMIZATIONS
- 20. BREAKBREAK
- 21. OFF-SITE ACTIVITIES • BACKLINKS • BEST PRACTICES & CASE STUDIES • SOCIAL • FACEBOOK/INSTAGRAM ADS • PAID SEARCH • GOOGLE ADWORDS/REMARKETING/SHOPPING • GOOGLE MY BUSINESS
- 23. LINK BUILDING TACTICS OFF-SITE ACTIVITIES
- 24. SIMPLE LINK BUILDING TACTICS • DIGITAL PR/OUTREACH • GUEST BLOGGING (YES IT’S STILL VERY EFFECTIVE) • INFLUENCER MARKETING • LEVERAGE PARTNERSHIPS / RELATIONSHIPS • GIVE TESTIMONIALS (LOTS OF HOMEPAGE LINK OPPS!) OFF-SITE ACTIVITIES
- 25. DIGITAL PR EXAMPLE Nineties Cult Brand Revives With New Tech OFF-SITE ACTIVITIES SOURCE: HTTP://WWW.SMBRETAIL.COM/NINETIES-CULT-BRAND-REVIVES-WITH-NEW-TECH/
- 27. FACEBOOK ADS OFF-SITE ACTIVITIES SOURCE: CLOUDINCOME.COM
- 28. FACEBOOK ADS OFF-SITE ACTIVITIES SOURCE: SHOPIFY APPS – RETARGETAPP
- 32. GOOGLE SEARCH • Text Ads Only • Show up for keywords (ability to do keyword research in the AdWords platform) OFF-SITE ACTIVITIES
- 33. GOOGLE DISPLAY NETWORK • Rich media (banner/flash) • Text Ads • Video Ads (YouTube) • Google Shopping OFF-SITE ACTIVITIES
- 34. • Easily measurable (conversion tracking) • Purchases • Form Submissions • Calls • Combine with Google Analytics for optimal tracking WHY ADWORDS? OFF-SITE ACTIVITIES
- 35. • Keywords • Interests • Location • Demographics • Frequency • Device Targeting • Set a Daily Budget ADWORDS TARGETING OPTIONS OFF-SITE ACTIVITIES
- 36. • Auction based on “AdRank” • AdRank is calculated based on max CPC and Quality Score • Landing Page Structure • Historical and predicted click-through rate • Relevance of the ad text • Use of ad extensions • Various user metrics HOW IT WORKS OFF-SITE ACTIVITIES
- 38. • Organize campaigns and AdGroups properly from the beginning! • Use 10-15 Keywords per AdGroup • Use 2-3 ads per AdGroup • Be unique! Strong call-to-action in ad text • Use professionally designed banner ads/video for best results ADWORDS SEARCH - BEST PRACTICES OFF-SITE ACTIVITIES
- 39. BREAKBREAK
- 40. RECOMMENDED TOOLS • SEMRUSH (SITE AUDIT, KEYWORD DATABASE, POSITION TRACKING) • MAJESTIC (LINK ANALYSIS TOOL)
- 44. GOOGLE ANALYTICS • SUMMARY OF GA / HOW TO SETUP IN SHOPIFY • LINKING GA TO SEARCH CONSOLE • VIEWING TRAFFIC SOURCES • SETTING UP GOALS • HOW TO CREATE REPORTS AND DASHBOARDS
- 45. • Sessions • Pages/Session • Bounce Rate • Avg. Session Duration • Conversion Rate BASIC METRICS YOU NEED TO KNOW GOOGLE ANALYTICS
- 46. The conversion rate is the percentage of users who complete a desired action. CONVERSION RATE GOOGLE ANALYTICS
- 47. INSTALLING YOUR TRACKING CODE GOOGLE ANALYTICS
- 50. FAVOURITE SHOPIFY APPS • RECEIPTFUL • ALT TEXT (AUTOMATED ALT TEXT) • MINIFIER – IMAGE AND WEBSITE OPTIMIZATION • GOOGLE SHOPPING
- 51. RECEIPTFUL • Send beautiful and engaging e-mail receipts that become a marketing opportunity. • Include targeted upsells and product recommendations that re- engages your customers immediately after purchase. • Modify your receipts without having to touch any code.
- 52. RECEIPTFUL
- 53. ALT TEXT ALT Text dynamically generates alternative text for products with a single click. Stores can string together small snippets of code to create SEO-friendly alternate text for their product imagery. Just assemble the text together. As an example: {Product Name} - {Product Category} - {Store Name}.
- 54. MINIFIER • Optimize Your Images File Sizes, Alt Tags and Filenames • Dramatically Improve Your Website’s Load Time • Improve Your Search Engine Ranking
- 55. MINIFIER
- 56. GOOGLE SHOPPING • Connect with Google Merchant Center • Automatically sync your store with Google Merchant Center • Sync all of your products or only a collection
- 57. Q & AQ & A
Editor's Notes
- AdWords is Google's online advertising platform and it's built to put you in front of a potential customer at the right time with the right message when they're in the right mindset. You'll create ads for your business and choosing when you want them to appear in Google or next to relevant search results.
- Search uses Text Ads and helps in these two key areas, gaining advantages over organic listing and Search, and reaching customers actively searching for your specific services or product.
- Display uses rich media and or Text Ads to help in four areas, reaching a wide range of customers with broad interest, building brand awareness and customer loyalty, increasing engagement with customers, and you have the opportunity to choose more specificly where your Ad's going to appear, and to what type of audience.
- I’m a huge proponent of combining SEO strategies with AdWords for lead generation.
- I’m a huge proponent of combining SEO strategies with AdWords for lead generation.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- I’m a huge proponent of combining SEO strategies with AdWords for lead generation.
- Starting at just $19 per month, it’s affordable, even for the smallest retailer. “It sends receipts to every customer, and follow-up emails 90 days after their first purchase. The emails are customized for every subset of shopper, and we can tell which ones are working well, so we can move inventory and get ready for the new season faster,” Kavanagh said. “Receiptful helps us manage our receipts, customer feedback, cart abandonment recovery, and remarketing,” commented Cohen. “With this tool, we can send customers custom discount codes and follow-up emails at designated points within automated workflows.” Cohen told us that since November 2015, the Receiptful app has generated almost $10K (USD) in revenue from email follow-up workflows alone (idle customers, 90 days after purchase, and unused coupon reminders, etc.). “With the help of Receiptful, we have been able to maintain a 5 percent cart abandonment recovery rate, which has generated almost $6K in sales since January 2016,” he added.
- Starting at just $19 per month, it’s affordable, even for the smallest retailer. “It sends receipts to every customer, and follow-up emails 90 days after their first purchase. The emails are customized for every subset of shopper, and we can tell which ones are working well, so we can move inventory and get ready for the new season faster,” Kavanagh said. “Receiptful helps us manage our receipts, customer feedback, cart abandonment recovery, and remarketing,” commented Cohen. “With this tool, we can send customers custom discount codes and follow-up emails at designated points within automated workflows.” Cohen told us that since November 2015, the Receiptful app has generated almost $10K (USD) in revenue from email follow-up workflows alone (idle customers, 90 days after purchase, and unused coupon reminders, etc.). “With the help of Receiptful, we have been able to maintain a 5 percent cart abandonment recovery rate, which has generated almost $6K in sales since January 2016,” he added.
- I’m a huge proponent of combining SEO strategies with AdWords for lead generation.
- This extension optimizes the images and all design elements of your site, squeezing them to their smallest possible size without losing the quality – we save around 40% of the total image size. Cost is $0.01-$0.02 per image
- I’m a huge proponent of combining SEO strategies with AdWords for lead generation.
- List products on Google Product Listing Ads - Paid AdWords product results on Google's main search engine. List products on Google Shopping - A paid directory and search engine of products, based on your Google Product Listing Ads. Update your Google Product listings directly from the Shopify Admin
- I’m going to provide you with an update on my 2015 live SEO case study – how to rank a lead generation site. You can see the study at seopl.us/SEOLiveCaseStudy
- I’m going to provide you with an update on my 2015 live SEO case study – how to rank a lead generation site. You can see the study at seopl.us/SEOLiveCaseStudy - On this page I have 556 words total. Embed a tool called MySiteAuditor which generates an “SEO Report” and logs the visitors contact information, website, and desired keywords.
- I’m a huge proponent of combining SEO strategies with AdWords for lead generation.
- I’m a huge proponent of combining SEO strategies with AdWords for lead generation.
- I’m a huge proponent of combining SEO strategies with AdWords for lead generation.
- Jul 1 – Aug 1 3,216 pageviews from social 1,077 from other mediums (organic, direct, paid etc)
- We actually hit #1 in Canada for “seo report” and “free seo report” after 5 months (roughly November) but have dropped to #3 and #2 respectively.
- Currently ranking on the first page of Google in Canada (google.ca), USA (google.com), Google Australia (Google.com.au) and Google UK (google.co.uk)
- Google reveals its three most important ranking signals 24 Mar 16 https://searchenginewatch.com/2016/03/24/google-reveals-its-three-most-important-ranking-signals/ So what the heck is RankBrain? 29 Oct 15 https://searchenginewatch.com/sew/news/2432423/so-what-the-heck-is-rankbrain
- Value of leads $8,641.52 based on the cost per conversion via AdWords. Take away the money spent on AdWords and we still have $6,987.13 saved on ad spend (if we did AdWords only.)
- I’m a huge proponent of combining SEO strategies with AdWords for lead generation.
- Google reveals its three most important ranking signals 24 Mar 16 https://searchenginewatch.com/2016/03/24/google-reveals-its-three-most-important-ranking-signals/ So what the heck is RankBrain? 29 Oct 15 https://searchenginewatch.com/sew/news/2432423/so-what-the-heck-is-rankbrain
- Because new, unique content is essential for your website to be popular, we need to verify that content is truly unique, which also means it is "fresh" - or not previously published. This is verified by running your content through a copyscape filter which scans all similar content on the internet to discover content fragments that are similar to your words. If there are too many word strings that match other content, it can be flagged as plagiarism and the search engines will ignore it. The easiest way to obtain fresh, unique content - especially if writing is not your first skill - is to hire an online content provider or freelance writer. Updating your blog almost daily and posting fresh unique and relevant articles about your site's mission weekly, is the recipe for a strong, popular presence online.
- b) Establishing Consistent Ranking All highest-ranking websites are those displaying regularly updated content. The biggest sites are updated daily. Smaller ones are visited only every few days. Yet when they add fresh, unique content regularly - they stay on top. Search engine crawlers visit your site frequently, and new content is indexed quickly - possibly even before that of your competition. Your site gains authority provided the new content is relevant to your website's mission. 3. Your site is seen by both users and search engines as a resource, and consequently it is ranked higher and referred to often. 4. With social functions enabled at this site, social media users are much more likely to share your content across the most popular social platforms. This boosts both popularity and search engine ranking. 5. Users return to the site more frequently to check for new content.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Use creative headlines Link to old blog posts, and other blogs Use proper canonical URL structure Use an SEO plugin. WordPress SEO by Yoast is a great one. Encourage comments by asking questions at the bottom of posts. The more conversation there is the more people will be inclined to share/return as you are building relationships.
- Great Content, when executed properly is a magnet for attention. It will lead to: Shares (via social networks, other blogs) Mentions (in other blog posts, articles) Links (from authority/industry websites, other blogs)
- In essence; long-tail keywords can be less popular as keywords due to having less search volume and less competition for ranking. Long-tail search words deliver a consistent ranking when inserted at least two to four times throughout your webpage. Be sure to place them within primary informational text. Long-tail keywords attract more targeted visitors which leads to higher conversion rates.