Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Magento live Australia 2016 - 5 Ways to Boost Online Sales While Lowering Ad Spend - Howard Rybko

153 views

Published on

Magento Live - SEO presentation about 5 Easy Ways to improve product rankings in search results for Magento online store owners.

Published in: Retail
  • Be the first to comment

  • Be the first to like this

Magento live Australia 2016 - 5 Ways to Boost Online Sales While Lowering Ad Spend - Howard Rybko

  1. 1. Spend Less, Make More: 5 Ways to Boost Online Sales While Lowering Ad Spend
  2. 2. Syncrony (South Africa) www.syncrony.com howard@syncrony.com Dr Howard Rybko
  3. 3. Google,Google,Google Why It’s All About Google
  4. 4. Google dominates Australian Search Engines • Google at about 90% (Mobile higher) Better organic search results = lower ad spend
  5. 5. Huge Google Search Change Coming • New Primary Mobile index in next few months (Gary Iiyes Oct) • Ties in with user behavior (situational) • Makes AMP more important • Means more work for SEO
  6. 6. The Shrinking Landscape • No more right hand side ads • To accommodate mobile search
  7. 7. The Shrinking Landscape 2 • Knowledge panel on right • Google’s own data • Goal is engagement • Detracts from YOUR links
  8. 8. The Shrinking Landscape 3 • Rich Answers • Asking the right question can be an opportunity Bottom line is that we are sinking below the fold
  9. 9. Our Mission Today • Improve unpaid search results as much as possible • Reduce spend on AdWords and other online marketing channels
  10. 10. Take-Aways Today: 1. Get Your Basics Right 1. Implement Structured Data 1. AMP Your Product Pages 1. Understand Canonical 1. Leverage Local
  11. 11. Step 1: Get Your Basics Right
  12. 12. Basics • Check your Magento SEO Checklist • Secure your site (EV) • Product Meta Data • Optimize Product Descriptions (lots of work!)
  13. 13. Spend Time in Search Console
  14. 14. Step 2: Implement Structured Data
  15. 15. Implementing Structured Data • Quick! • Many extensions available (1.9x and 2.1) • Product listings – prices, specials and stock levels • Reviews • Company contact details • Local business search presence • Blog posts Pages With Schema Markup Rank 4 Positions Higher in Search Results [2014 Searchmetrics Study ] https://www.magentocommerce.com/magento- connect/rich-snippets-suite.html
  16. 16. After Implementation
  17. 17. Google Structured Data Test Tool
  18. 18. Case Study: 42% Increase in Traffic! Structured data & Site map submitted
  19. 19. Step 3: AMP Your Product Pages
  20. 20. Accelerated Mobile Pages (AMP) • Lightweight subset of HTML + JavaScript Library • Comes with a free CDN (Content Delivery Network) • Over 600 million pages cached already! • Growing at 4 million a week
  21. 21. How AMP Works
  22. 22. AMP Benefits • Not officially a ranking factor … anecdotal evidence suggests otherwise • Users preference for AMP pages will grow exponentially • Speed will drive users and drop bounce rates • Can be used instead of responsive site for mobile
  23. 23. AMP Becoming More Important • Early adoption opportunity • Could rise as mobile becomes more dominant • EASY to add to your Magento PlumRocket extension worked out of the box
  24. 24. Step 4: Understanding Canonical
  25. 25. What is Canonical? ‘Code of laws enforced in a hierarchy’ In ecommerce terms it is a page that you: • Want to appear in search results • Want your visitors to see
  26. 26. Why You Need to Understand Canonical Recent survey of US ecommerce sites: • 25% implemented in damaging ways • 50% used improperly Hard to Understand: • Faceted navigation adds complexity • Not immediately processed after a crawl
  27. 27. Check Your Canonicals! Are you: • Using a single URL – www,non- www,HTTP, HTTPS • Specifying a master page for any parameterized pages e.g. category page/?color=red • Redirecting properly? • Handling – Sort Orders – Filters – Pagination
  28. 28. Example …/t-uni-fluorescent.html …/t-uni-54w-fluorescent-white.html
  29. 29. Duplicate Content Penalties No such thing But the cost of having duplicate pages is REAL Canonical can save you.
  30. 30. Step 5: Leveraging Local
  31. 31. The Shrinking Landscape 4 Mobile View (search: vehicle repair Sydney)
  32. 32. The GMB Panel (Google My Business) • Desktop local search • Google controls where links on the right go!
  33. 33. GMB - Google in Control
  34. 34. Local Search is Important - Even For Online Does not matter if you’re purely an online operation! Google research shows: • Over 70% of all search activity is related to local searches • 50% of mobile searches with local intent lead to store visits within a 24 hour period
  35. 35. Context Matters for Mobile Context is especially important for mobile search. • Study your Search Console – Search Analytics • Create content or product specials from the results
  36. 36. GMB Will Boost Your Site! • Boost local search • listings • Improve overall ranking ability • Prevent competitors from gaining listings • Act as a platform for local reviews
  37. 37. To Do: • Work on your Google My Business! http://www.google.com.au/bus iness/ • Add review links to mail communications • Ask for reviews • Consider review links for website products See Supple.com.au – review link generator
  38. 38. Questions. Thank You. Howard Rybko howard@syncrony.com http://syncrony.com

×