In terms of the agenda for today, we’re going to start by talking a little be about the challenges with SEO on ecommerce sites that prevent that SEO work from getting executed.Then we’re going to give a quick overview of our product priority module and talk about how it goes about solving these problems.We’re also going to hear from John at Helmet City as we go through an SEO case study on their siteThen we’re going to end by talking about a few quick things that you can do to SEO your site in time for Black Friday.And of course, I’m going to save ample time for questions at the end.
Ok, so first let’s dive into the challenges with executing on page SEO on ecommerce sites.
The main problem is that Search Engine Optimization is nearly impossible to manage well at scale.You have one home page, several categories, and probably thousands of product pages.This means that the home page probably can be managed manually, but the category and product pages are nearly impossible to keep up with on a regular basis without technology.
Now I want to walk you through how our module is able to do this…
Now, you might be wondering why this all matters.It’s because when a direct browser goes to your site you want them navigating to your home page, then category, then product page where they transact.In search, the searchers with intent to buy should be entering at the category and product page level. The broad keyword terms go to the home page, but the action based terms go to the product and category pages.That’s where the opportunity is.
More specifically, the ROI of long tail queries is often much higher as someone searching for “helmets” is in a much different stage of the buying cycle than someone who knows exactly what they want and types that search into the search engine. Conversion rates are higher as the keyword term gets more specific.
So let’s look a bit deeper at a case study on how this has worked for Helmet City, one of miva’s customers.
Altruik Miva Merchant Webinar Slides
Agenda Challenges with On Page SEO Altruik’s SEO Module: Product Priority A Miva Customer Case Study: Helmet City SEO for the HolidaysPage 2 ALTRUIK – Product Priority
Agenda Challenges with On Page SEO Altruik’s SEO Module: Product Priority A Miva Customer Case Study: Helmet City SEO for the HolidaysPage 3 ALTRUIK – Product Priority
The Problem with Managing SEO for eCommerceSearch Engine Optimization is nearly impossible to manage well at scale One Easily Managed Manually Home Page Home Page Difficult to Manage Many Categories Manually Categories Impossible Products to ManageThousands Product Pages ManuallyPage 4 ALTRUIK – Product Priority
Optimizing Every Page of Your Site On-Page optimization of an entire site is time consuming & challenging Are myCan the bots URLsget to all of Searchmy pages Engineefficiently? Friendly? Are the titles, H1s, andDoes my meta descriptions,Faceted optimized for theNavigation best keywords?Solution create“spider traps”? Page 6 ALTRUIK – Product Priority
Result (before): Organic Search Listings are Under-PerformingPages are hard to find and search snippets are not compelling Before AltruikPage 7 ALTRUIK – Product Priority
Altruik Result (after): Higher Revenue from Organic SearchVisible product page results and more compelling “ads” After AltruikPage 8 ALTRUIK – Product Priority
Agenda Challenges with On Page SEO Altruik’s SEO Module: Product Priority A Miva Customer Case Study: Helmet City SEO for the HolidaysPage 9 ALTRUIK – Product Priority
An Automated Platform We use automation to continuously optimize your product pagesOptimized SearchTitles Friendly URLsElevate DeepPages withinthe site Optimized H1sResolveFacetedNavigationIssues Page 11 ALTRUIK – Product Priority
Product Priority: SEO Module for Miva Merchant Customers Product Priority Feature Set Basic Pro On Page Content Optimization Site Architecture Optimization Stale & Missing Content Correction Search Engine Friendly URLs XML Sitemap Generation Page Speed Optimization Testing ModulePage 12 ALTRUIK – Product Priority
The Opportunity: Optimization for Intent Based Searches Site Behavior Search BehaviorBrowser Attention Browser Home (Broad Keyword Terms) Page Interest Categories (More Targeted Terms) Action (PurchaseBuyer Product Pages Terms) Buyer Page 13 ALTRUIK – Product Priority
Agenda Challenges with On Page SEO Altruik’s SEO Module: Product Priority A Miva Customer Case Study: Helmet City SEO for the HolidaysPage 15 ALTRUIK – Product Priority
A Miva Merchant Case Study: Helmet City The Challenge: The Results: o Grow Revenue from Organic Search at a positive ROI 44% Revenue o Maximize Revenue from Lift Each Category and Product Page o Increase the Page Speed of SitePage 16 ALTRUIK – Product Priority
How did our module do it? On Page Optimizations Site Architecture Corrections On Page Testing Page Speed OptimizationsPage 17 ALTRUIK – Product Priority
On Page Optimizations - ResultsLong tail keywords drive more qualified buyers Example Total Impact # of Keywords Driving Revenue: 79% AltruikPage 18 ALTRUIK – Product Priority
Site Architecture OptimizationDuplicate Content from multiple testing variations diluted external link powerhttp://www.helmetcity.com http://www.helmetcity.com/index.php http://www.helmetcity.com/index-nd.phpRevenue to 65%Home Page:Page 19 ALTRUIK – Product Priority
Testing (A Product Priority Pro Feature) Finding the right title combination can have huge rewards, but is not always obviousTitle Before: Pink Helmets | Helmet City Title After: Motorcycle Helmets By Color: Pink| Helmet City Increase in 89% Visits: Page 20 ALTRUIK – Product Priority
A Client’s Perspective John Uyeyama: CEO, HelmetCity.comPage 22 ALTRUIK – Product Priority
Agenda Challenges with On Page SEO Altruik’s SEO Module: Product Priority A Miva Customer Case Study: Helmet City SEO for the HolidaysPage 23 ALTRUIK – Product Priority
6 Tips To Help Your SEO for the Holidays1. Audit Time – dig into those log files for broken links & 404s well before Black Friday2. Internal Links - switch around internal links for Holiday Best Sellers What sold last year during the holidays that can be better promoted on the site this year – this helps SEO too!3. Create a “Gift Ideas” Page & Link to it from Home Page, Facebook & Twitter4. Avoid any Link Building – there’s no time!5. Coordinate Meta Descriptions with Holiday Offers and add a Call-to-Action “Motorcycle Gift Ideas from Helmet City.com. Free 2 Day Shipping and Free Returns until December 15th! Call 1-888-343- 5638”6. Keep a list of all changes and make sure to revert in January!Page 24 ALTRUIK – Product Priority
Questions? Taylor Greene VP, Business Development firstname.lastname@example.org www.altruik.com 646 374 0172Page 25 ALTRUIK – Product Priority
Thank you! Taylor Greene VP, Business Development email@example.com www.altruik.com 646 374 0172Page 26 ALTRUIK – Product Priority