Shopify online marketing expert session #3

1. Jan 30th, 2013 – online marketing session for Shopify business owners – webinar #3 How to get traffic and increase sales for your Shopify store

2. About Promodo

3. Speaker Marketing manager and, in past, an SEO consultant at Promodo. Anna started her career in online marketing in 2007 from content-writing, later she was employed for the UK company Bullseyemedia as a linkbuilding specialist and finally came to Promodo in 2011. As an SEO consultant Anna has worked with large sites of the following niche: gambling, dating, travel, ecommerce. Anna is a certified Google Analytics individual and a regular contributor to Promodo and external blogs, also a regular speaker at the webinars. Currently Anna manages and oversees all marketing activities of Promodo in the English-speaking markets: SEM, SEO, social media, content marketing, email marketing, events. Anna Korolekh

4. Before we get started

5. Keywords:

6. Keyword research: Define your target audience and brainstorm for the keywords Copy and paste your ideas into Google Keyword Planner, add ideas using Google ”Searches related to”, Ubersuggest tool and check their search volume + check and consider your successful competitors keywords (SemRush) Cleanse the list – remove too broad, too competitive (use SEO Quake or MOZ plugin) queries

7. Keyword research:

8. Keyword research:

9. Site structure & Indexation:

10. Site structure: • Easy to navigate, intuitive for users • Logical hierarchy for the search bots • Smart link juice flow

11. Common Shopify structure issues:

12. A better Shopify structure:

13. How to fix it easily:

14. Indexation & duplicate content: • Sitemaps • • XML HTML {% if page_title contains 'Whatever' %}<meta name="robots" content="noindex, follow, noarchive">{% endif %} • Redirects and server response codes

15. Indexation & duplicate content:

16. Indexation & duplicate content: • Links in Java or images

17. Indexation & duplicate content: • Links in Java or images

18. Indexation & duplicate content:

19. Indexation & duplicate content: • Overcomplicated site structure, “dead ends”

20. Indexation & duplicate content: • No “Speaking” URLs http://someshop.com/collection/things/products/2756-825417

21. Indexation & duplicate content: • Rel=“canonical” • Pagination: rel=”next” & rel=”prev”

22. Navigation - breadcrumbs: http://docs.shopify.com/support/your-website/navigation/

23. Navigation - breadcrumbs:

24. Website structure & Indexation: Pingdom Tools Google Speed Insights

25. Website structure & Indexation:

26. Content:

27. Snippets (titles & descriptions): Make sure your titles give a clear idea of what the page is about Use your keywords in the title, but never stuff more then two repetitions of one and the same keyword and don’t stuff too many keywords – test how it’s going to look like! Visible part is 512 pixels long! http://seo-websitedesigner.com/Google-SERPPut the most important key phrase at the beginningEmulator the title with your and close brand

28. Rich product snippets https://support.google.com/webmasters/an swer/146750?hl=en Better CTR in organic traffic Snippets for Breadcrumbs, products, videos Use schema.org https://github.com/Shopify/skeletontheme/blob/master/templates/product.liq uid 21.3.11

29. Content: Each page should have a unique piece of text content (at least 300 words) even the product pages!

30. Content: Optimize the pages’ text: •use h1, h2 headings, wrap your keywords into h1’s and h2’s •use your keywords in the page body •link to relevant pages from the text using keywords as anchor texts Make use of user-generated content: reviews, comments Reviewme.com YotPo.com

31. Create your blog – Google+ Create your blog ASAP 3-6 articles per month Use Google+ authority 21.3.11

32. Alt/title - optimize images Traffic from Image search Option to be on 1st page 21.3.11

33. Content 21.3.11

34. Content 21.3.11

35. Links:

36. Internal linking: • Link to the most important for SEO pages • Link using keywords in the anchor text • Link from the text

37. Link earning Content marketing Infographics Forums/blog posts ahrefs.com 21.3.11

38. Risky practices 21.3.11

43. Links 21.3.11

44. Links 21.3.11

45. Analytics:

46. Analytics: Make sure you have installed a unique Google Analytics tracking code without any bugs https://chrome.google.com/webstore/detail/tag-assistant-by-google/kejbdjndbnbjgmefkgdddjlbokphdefk?hl =en Google Webmaster Tools

47. Analytics:

48. Analytics:

49. Analytics:

50. Analytics:

51. Social channels 21.3.11

52. Video for products Better conversions Traffic from video channels Its free. Easy. Use youtube.com 21.3.11

53. Analytics & Social:

54. Analytics & Social:

55. Other channels: product feeds Product listing ads Google Thefind.com / shopping.com Forums/blog posts 21.3.11

56. Other channels: coupons - deals Coupons sites Daily deals Discounters 21.3.11

57. Remarketing 21.3.11

58. Case study 21.3.11

59. Let’s sum it up: • Think of SEO before you build your website (and in the process and after :) • Create sitemaps, mind internal linking patterns • Don’t be lazy – create unique titles and descriptions for your products, optimize your site’s content • Pay attention to analytics, set up correct tracking and monitor it • Don’t put all the eggs in one basket – don’t rely solely on Google organic traffic • Do content marketing • Try to be everywhere your target audience is

60. Free online marketing audit We would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts. - Quick usability audit of the existing site; Quick SEO audit and review of existing analytics; Audit of PPC campaigns; Technical audit; Best practices of conversion rate optimization; General online marketing strategy insights. Free online marketing audit

61. Thank you for your attention! Anna Korolekh Marketing manager at Promodo e-mail: a.moseva@promodo.com Skype: ann.moseva

62. Please follow Promodo.com/blog Twitter.com/promodo_en Facebook.com/promodo