SEO Planning   for eCommercePresented by: Gregg Banse         7th Pixel
Search Engine OptimizationThe adjustment of html page entitiesand content for the express purpose ofranking higher on sear...
My Approach to SEO•   It’s like Chinese cooking•   Several key ingredients•   Many variations yield many results•   No one...
The Basic Ingredients•   Theme Pyramid•   Keywords•   Content & Function Outline•   Internal & External Links•   Keyword t...
Theme Pyramid Structurehttp://www.webmasterworld.com/forum34/68.htm
Ex: RoadRunner Sports1.   Home Page2.   Men’s Shoes, Women’s Shoes3.   Road Running, Trail Running, Tennis…4.   Nike, Broo...
Level 1Home Page
Level 2Men’s Shoes
Level 5Product Page
Notes• Home Page has little SEO value – it  will take care of itself  –   Make a good impression to your buyer  –   Provid...
Keywords• Keyword tools (including PPC)• Existing stats• Trade mags, discussion boards, meet  ups, social media, etc.• Gat...
Content & Function Outline• Identify all the parts and pieces• Explain what they’re for and how  they function• If there a...
Content &Function
Internal & External Links• Develop a strategy/recipe for internal  links.• Make the links useful and natural• External lin...
ExampleCategoryLevelInternal LinkStrategy
ExampleProductLevelInternal LinkStrategy
Keyword to Content Maps•   Page Title•   URL•   Content Description•   Meta Title, Meta KW, Meta Desc•   Hyperlink KWs
Copywriting•   Use the Keyword to Content Map•   Use the Content & Function Outline•   Add hyperlinks•   Develop a consist...
ExampleProductCopywriting
Summary1.   There are no rules – only guidelines2.   Develop something that works for you3.   Easy to understand4.   Easy ...
Thank you.
SEO Planning for eCommerce
SEO Planning for eCommerce
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SEO Planning for eCommerce

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My approach to SEO for eCommerce websites. Take aways? Learn what you need, develop a plan, execute it, and adjust as necessary.

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SEO Planning for eCommerce

  1. 1. SEO Planning for eCommercePresented by: Gregg Banse 7th Pixel
  2. 2. Search Engine OptimizationThe adjustment of html page entitiesand content for the express purpose ofranking higher on search engines. Brett Tabke - 2001
  3. 3. My Approach to SEO• It’s like Chinese cooking• Several key ingredients• Many variations yield many results• No one way is correct• Assess and Adjust as you go
  4. 4. The Basic Ingredients• Theme Pyramid• Keywords• Content & Function Outline• Internal & External Links• Keyword to Content Map• Copywriting
  5. 5. Theme Pyramid Structurehttp://www.webmasterworld.com/forum34/68.htm
  6. 6. Ex: RoadRunner Sports1. Home Page2. Men’s Shoes, Women’s Shoes3. Road Running, Trail Running, Tennis…4. Nike, Brooks, New Balance, Asics…5. New Balance 1260
  7. 7. Level 1Home Page
  8. 8. Level 2Men’s Shoes
  9. 9. Level 5Product Page
  10. 10. Notes• Home Page has little SEO value – it will take care of itself – Make a good impression to your buyer – Provide spider food (deep links)• Levels 2 – 4 – Accommodate multiple click paths – May actually be filtered results
  11. 11. Keywords• Keyword tools (including PPC)• Existing stats• Trade mags, discussion boards, meet ups, social media, etc.• Gather, distill, & vet for quality
  12. 12. Content & Function Outline• Identify all the parts and pieces• Explain what they’re for and how they function• If there are rules – explain them• Be mindful of the pyramid, link opportunities, and user experience
  13. 13. Content &Function
  14. 14. Internal & External Links• Develop a strategy/recipe for internal links.• Make the links useful and natural• External links from on-topic or tangential topics are the best.• Ex. Manufacturer or trade magazine• Spreadsheets are very helpful
  15. 15. ExampleCategoryLevelInternal LinkStrategy
  16. 16. ExampleProductLevelInternal LinkStrategy
  17. 17. Keyword to Content Maps• Page Title• URL• Content Description• Meta Title, Meta KW, Meta Desc• Hyperlink KWs
  18. 18. Copywriting• Use the Keyword to Content Map• Use the Content & Function Outline• Add hyperlinks• Develop a consistent personality
  19. 19. ExampleProductCopywriting
  20. 20. Summary1. There are no rules – only guidelines2. Develop something that works for you3. Easy to understand4. Easy to use5. Measurable
  21. 21. Thank you.

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