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Seo Ecommerce - webShaper Stores

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SEO - How to optimize your webShaper Stores and get high ranking on Google, Yahoo and Bing.com

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Seo Ecommerce - webShaper Stores

  1. 1. SE
  2. 2. TOC <ul><li>What is SEO? </li></ul><ul><ul><li>On-site Optimization </li></ul></ul><ul><ul><li>Off-site Optimization (Link building) </li></ul></ul><ul><li>New website? What you should do. </li></ul><ul><li>Optimizing webShaper Stores </li></ul><ul><li>Resources </li></ul><ul><li>Tools </li></ul>
  3. 3. What is SEO? <ul><li>Optimize your web pages so that </li></ul><ul><li>Search Engines understand and ranks your </li></ul><ul><li>web pages high (1 st page) for the targeted </li></ul><ul><li>keywords . </li></ul>
  4. 4. SEO = On-Site + Off-Site Optimization <ul><li>On-Site Optimization </li></ul><ul><ul><li>It’s about how you optimize your ecommerce store & product pages in a way that best understood by GYB and thus ranked high for keywords relates to your products. </li></ul></ul><ul><li>Off-Site Optimization </li></ul><ul><ul><li>What people says about your online store matters. And in online world, a link is a vote. Off-site optimization is about Link Building . </li></ul></ul>
  5. 5. Do you know!? <ul><li>Google uses more than “200+ signals” to determine how your website is ranked for particular keyword(s). </li></ul><ul><li>They keep tweaking the algorithm as frequent as half-dozen major / minor a week! </li></ul>
  6. 6. <ul><li>SEO Part I – On-site Optimization </li></ul>
  7. 7. SEO – what’s normally NOT done right? <ul><li>Typical mistakes made… </li></ul><ul><li>No unique Title on every web pages. </li></ul><ul><li>No unique meta tags – Meta Description & Meta keywords. </li></ul><ul><li>No content structure <H1> <H2> <H3> … </li></ul><ul><li>Too little text content for products. </li></ul><ul><li>Product Contents - Too little or Keywords repetition insufficient. </li></ul><ul><li>Images not optimized (Name, ALT tag etc) </li></ul><ul><li>Lacks inbound and outbound links. </li></ul>
  8. 8. <Title> of your web page <ul><li><Title> = Product Name – Category </li></ul><ul><li>Eg Your Proudct Category – Mp3 Players > Apple Ipod > Ipod Nano 8GB (Also known as Breadcrumb) </li></ul><ul><li>Eg: Ipod Nano 8GB – Apple Ipod – MP3 Players </li></ul>
  9. 9. <Meta Tag> <ul><ul><li><meta name=&quot;description&quot; content=“Latest ipod nano 8gb from Apple… &quot;> </li></ul></ul><ul><ul><li><meta name=“keywords&quot; content=“ipod nano, 8gb, apple…&quot;> </li></ul></ul><ul><li>webShaper automatically puts in product details, Brand, Model, Price, Availability etc. ( indicate Selling Signal – SEO for ecommerce ) </li></ul><ul><li>Eg: <meta name=&quot;description&quot; content=“Product:Ipod nano 8gb, Price: RM599, Ship: Malaysia…&quot;> </li></ul>
  10. 10. If you done both right… <ul><li>Your webShaper Store URL Google will be displayed nicely on their </li></ul><ul><li>search results – which increase your click through rate (CTR) </li></ul>
  11. 11. Even looks good on Facebook
  12. 12. <H1> <h2> <h3> - Title / Subtitle / Content <ul><li>Your Product Name, is actually a <H1> header tag </li></ul>
  13. 13. Too little contents for product
  14. 14. A better optimized product page
  15. 15. Product’s Content <ul><li>Is your product copy sufficiently long (250 </li></ul><ul><li>words) and keyword-rich ? </li></ul><ul><li>Both your images + your product copy are your salesman! Imagine you are talking to client, sharing with them what your product does, why they should “add to cart” and checkout now! </li></ul><ul><li>Don’t be lazy! Don’t copy exactly from manufacturer’s website (duplicated content). </li></ul>
  16. 16. Repeat Keywords naturally <ul><li>How to optimize your product description? </li></ul><ul><ul><li>What are the important key phrases for your products? </li></ul></ul><ul><ul><li>What would prospects type when Googling? </li></ul></ul><ul><ul><li>Does it indicate buying state, or just merely research or interest stage? </li></ul></ul><ul><li>Repeat the keywords naturally on your content, </li></ul><ul><li>Natural means writing for your customers! </li></ul><ul><ul><li>Give them information to help them buy </li></ul></ul><ul><ul><li>Tell them why should they buy </li></ul></ul><ul><ul><li>On top of features, sell them benefits ( benefits, not features, sell products ) </li></ul></ul><ul><ul><li>Link to External Review, Videos (on how to use your product, or commercial) etc if any. </li></ul></ul>
  17. 17. The Search Buying Cycle
  18. 18. The intent of the searcher matters <ul><li>Interest or Researching Stage </li></ul><ul><li>(normally more generic phrases!) - LCD TV Benefits, LCD TV Comparison, Plasma LCD Reviews, LCD Buying Guide </li></ul><ul><li>Buying Stage </li></ul><ul><li>(emotionally in buying mood and ready to commit purchase!) </li></ul><ul><li>- Sony LCD TVs 52” inch, Sony Bravia LCD KLV-46Z550A, Sony Bravia Special Promo, Discount for Panasonic TV 32”inch </li></ul>
  19. 19. Image Naming – Do it right Typical DSC00023.jpg Much much Better Ipod-Nano-8gb.jpg
  20. 20. Some non-SEO image elements #1 <ul><li>Sharp & Nice images matter </li></ul>vs
  21. 21. Some non-SEO image elements #2 <ul><li>Multiple perspectives shots </li></ul><ul><li>(where you can slot into your product long description, see webShaper UK </li></ul><ul><li>client at http://travel-zone.co.uk ) </li></ul>
  22. 23. <ul><li>SEO Part II – Link Building </li></ul>
  23. 24. Off-site Optimization aka Link Building <ul><li>Link building, what the heck is it? </li></ul><ul><ul><li>Think of it as a Referral / Recommendation </li></ul></ul><ul><ul><li>Think of it as a Vote </li></ul></ul><ul><ul><li>Think of it as simply as Word-of-Mouth . </li></ul></ul>
  24. 26. Why people link to you? <ul><li>You are branded. </li></ul><ul><li>You are controversial / worth talking about. </li></ul><ul><li>You are the known-expert in your fields. </li></ul><ul><li>You provide very good content </li></ul><ul><ul><li>Easy to read, Easy to Understand, Descriptive, Funny </li></ul></ul><ul><li>They bought from you, they like your service and they talk about it on their blog (or Facebook & Twitter) </li></ul><ul><li>You pay them (what else!?) </li></ul><ul><li>Bad news: it’s not so easy to get people to link to a </li></ul><ul><li>commercially driven site like ecommerce store - since most </li></ul><ul><li>stores will lack unique, linkable content. </li></ul>
  25. 27. Ideas to help you secure links <ul><li>Submit to Directories – Botw.org / Business.com etc </li></ul><ul><li>Buy links via website like Sponsoredreviews.com </li></ul><ul><li>Throw a competition (asking for backlinks) </li></ul><ul><li>Exchanging links with Complementary Sites, or even competitors website which does not cover shipping to your targeted countries </li></ul><ul><li>How-to Articles for your products (how to choose your prom dress, how to do a perfect makeup for valentine days etc) </li></ul>
  26. 28. Ideas to help you secure links <ul><li>Sponsor a Shopping Freeze for bloggers / community </li></ul><ul><li>Get people to reviewing your Products / Ecommerce Store </li></ul><ul><li>Get links from Suppliers / Manufacturers / Associates </li></ul><ul><li>Submit Coupon Code to site like Retailmenot.com </li></ul><ul><li>Participate in forums / group. </li></ul><ul><li>But nothing beats providing excellent services to clients! </li></ul><ul><li>You profit most from repeat purchase from customers! </li></ul>
  27. 29. Basic Concepts of BackLinks <ul><li>Get the right Anchor Text as your back links </li></ul><ul><li>Linking to your Store ? </li></ul><ul><ul><ul><li>What your store is about? </li></ul></ul></ul><ul><ul><ul><li>What main products do you promote? </li></ul></ul></ul><ul><ul><ul><li>Targeting certain country only? </li></ul></ul></ul><ul><ul><ul><li>Eg. Selling Baby Products mainly targeting Malaysia? Try Malaysia Baby Online Store </li></ul></ul></ul><ul><ul><ul><li>Specify the Link Text Naturally </li></ul></ul></ul><ul><li>Tips: You can learn a great deal from existing website that ranked high </li></ul><ul><li>for the keywords you are targeting </li></ul>
  28. 30. Basic Concepts of BackLinks <ul><ul><li>Linking to your Products? </li></ul></ul><ul><ul><ul><li>Pink Prom Dress (directly to product page) </li></ul></ul></ul><ul><ul><ul><li>Casio Gshock Watches (directly to product category) </li></ul></ul></ul><ul><li>Again, make it look natural. Meaning all backlinks </li></ul><ul><li>should not look exactly the same and happened in </li></ul><ul><li>a very short time. </li></ul>
  29. 31. Get only Quality Links - iRAQ <ul><li>iRAQ </li></ul><ul><li>I nbound links – R elevancy, A uthority, Q uality </li></ul>
  30. 32. iRAQ (Inbound Links = RAQ) <ul><li>R – Relevancy </li></ul><ul><ul><li>Is the site linking to you relate to your products / services / business? </li></ul></ul><ul><li>A – Authority </li></ul><ul><ul><li>Does the site command trust? Expert in the field or business you are in? Link in Thestar.com.my articles carry more weight that johndoe.com etc. </li></ul></ul><ul><li>Q – Quality </li></ul><ul><ul><li>Does the site properly constructed? Have lot of inbound links itself? High Page Rank? High inbound links while Low outbound links? Etc etc. </li></ul></ul>
  31. 33. Or use Quality Content to pull links Inbound Links (i RAQ ) E-Com Quality Content Other Site Pages
  32. 34. What Type of Links Matters? <ul><li>What are Quality Links? </li></ul><ul><ul><li>Blog Post Links </li></ul></ul><ul><ul><li>Article Links </li></ul></ul><ul><ul><li>Links from Partners (Brand manufacturers etc) </li></ul></ul><ul><ul><li>Industry Resources </li></ul></ul><ul><ul><li>High Quality Paid Links (Human-Edit Control like Yahoo Directory, Business.com, BOTW.org etc) </li></ul></ul>
  33. 35. Advanced SEO for E-commerce <ul><li>Blog & Tweet about every new products </li></ul><ul><li>Social Media – Facebook, Digg, Delicious, StumbleUpon </li></ul><ul><li>User Rating & Review Strategy </li></ul><ul><li>Link-Juice Sculpting via rel=nofollow </li></ul><ul><li>Widget Linking strategy (inbound links) </li></ul><ul><li>Tagging (User Generated Content) </li></ul><ul><li>Localized Optimization – domain / IP </li></ul>
  34. 36. Final Output – Above the Fold (No scrolling!)
  35. 37. #no1 ranking is possible!
  36. 38. New Stores? What you should do. <ul><li>Submit your website to GYB </li></ul><ul><ul><li>http://www.google.com/addurl/ </li></ul></ul><ul><ul><li>http:// www.google.com /local/add/ (Google Local Business) </li></ul></ul><ul><ul><li>http://siteexplorer.search.yahoo.com/submit </li></ul></ul><ul><ul><li>http://www.bing.com/docs/submit.aspx </li></ul></ul><ul><li>Already own existing websites? </li></ul><ul><ul><li>Place banner and text link to it, Text Link Eg: shop online at estore </li></ul></ul><ul><li>Submit Sitemap to GYB (highly recommended) </li></ul><ul><ul><li>http://www.google.com/webmasters/ </li></ul></ul><ul><ul><li>https://siteexplorer.search.yahoo.com/mysites </li></ul></ul><ul><ul><li>www.bing.com/webmaster </li></ul></ul>
  37. 39. Optimizing webShaper Stores <ul><li>Home Page Title </li></ul><ul><ul><li>What do I sell? What does my store stand for (any niches)? </li></ul></ul><ul><ul><li>What will people type when googling for my type of store / products? </li></ul></ul><ul><li>Tips: Type 5 keywords, starts with the most important products / brands as the first Title wording. </li></ul><ul><li>Eg- Seiko Watches, Rolex, Casio, Tissot, Oris – Malaysia Online Watches Store – mywatches.com Or describe your store main theme. </li></ul><ul><li>Eg - Malaysia Online Watches Store – Seiko Watches, Rolex, Casio, Tissot, Oris – mywatches.com </li></ul>
  38. 40. Samples…
  39. 41. Avoid this…
  40. 42. Optimizing Product Page <ul><li>What will people type when googling for my type of store / products </li></ul><ul><ul><li>Name your product properly… </li></ul></ul><ul><ul><li>Also name your pictures properly… </li></ul></ul><ul><ul><li>Describe your product properly (as if you were talking to client)… </li></ul></ul><ul><ul><li>Give information which helps your clients to understand in details what your product does, and other related information in helping them to make purchase decision. </li></ul></ul><ul><ul><li>Link to what matters (reviews, official brand site, youtube videos) </li></ul></ul><ul><ul><li>Product Content – contain enough keywords? Is it repetitive (natural keyword stuffing)? Are certain keywords bold? </li></ul></ul><ul><ul><li>Internal Link, Link to blogs, Related products. </li></ul></ul><ul><ul><li>Get customers to add users ratings and review! </li></ul></ul><ul><ul><ul><li>User stories </li></ul></ul></ul><ul><ul><ul><li>78% - customer recommendation are the most credible form of advertising (Nielsen) </li></ul></ul></ul><ul><ul><li>Link, Link and Link! Do internal linking and link to quality external resources is highly recommended! </li></ul></ul>
  41. 43. Avoiding These if possible
  42. 44. Resources <ul><li>webShaper E-commerce Learning Center </li></ul><ul><ul><li>www.webShaper.com.my/Learn/ </li></ul></ul><ul><ul><li>www.webShaper.com.my/Blog </li></ul></ul><ul><li>Around the webs </li></ul><ul><ul><li>http://www.seomoz.org </li></ul></ul><ul><ul><li>http://www.seobooks.com </li></ul></ul><ul><ul><li>http://www.stephanspencer.com </li></ul></ul><ul><ul><li>http://www.naturalsearchblog.com </li></ul></ul>
  43. 45. Join us and Stay updated! Twitter.com/webShaper sales @webShaper.net Facebook.com/webShaper Facebook.com/MalaysiaOnlineStore
  44. 46. The End
  45. 47. <ul><li>The information contained in this document represents the current view of Neowave Sdn Bhd on the issues discussed as of the date of publication. Because </li></ul><ul><li>Neowave must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Neowave, and Neowave cannot </li></ul><ul><li>guarantee the accuracy of any information presented after the date of publication. </li></ul><ul><li>This overview is for informational purposes only. Neowave MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. Use it at your own </li></ul><ul><li>risk. </li></ul><ul><li>Complying with all applicable copyright laws is the responsibility of the user. Without limiting the rights under copyright, no part of this document may be </li></ul><ul><li>reproduced, stored in or introduced into a retrieval system, or transmitted in any form or by any means (electronic, mechanical, photocopying, recording, or </li></ul><ul><li>otherwise), or for any purpose, without the express written permission of Neowave Sdn Bhd. </li></ul><ul><li>Neowave may have patents, patent applications, trademarks, copyrights, or other intellectual property rights covering subject matter in this document. Except </li></ul><ul><li>as expressly provided in any written license agreement from Neowave, the furnishing of this document does not give you any license to these patents, </li></ul><ul><li>trademarks, copyrights, or other intellectual property. </li></ul><ul><li>Neowave and webShaper are either registered trademarks or trademarks of Neowave Sdn Bhd in Malaysia and/or other countries. The names of actual </li></ul><ul><li>companies and products mentioned herein may be the trademarks of their respective owners. </li></ul>
  46. 48. Appendix 1: Search Engine Indexing Limits <ul><li>Page File Size No more than 150 kilobytes Before Images, CSS and other Attachments </li></ul><ul><li>Links Per Page No more than 100 unique links per page </li></ul><ul><li>Title Tag No more than 70 characters </li></ul><ul><li>Meta Description No more than 155 characters </li></ul>
  47. 49. Appendix 2: Relative Importance of Keywords Placement

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