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2017 Surf Expo Search Engine Optimization Strategies to Boost Your Ecommerce Business.

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Search Engine Optimization Strategies to Boost Your Ecommerce Business.

Mike Duncan, CEO, Sage Island Marketing

Give your business a boost with smart SEO strategies. These proven techniques are an effective way to increase revenue and visibility by helping your business land on the first page of search results. In this presentation Mike Duncan, online retailer and CEO of Sage Island, a digital marketing agency, will share real life examples that work and ideas you can employ immediately. By the end of this session, you’ll have new tips, tricks, and tools to grow your business in the digital age.

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2017 Surf Expo Search Engine Optimization Strategies to Boost Your Ecommerce Business.

  1. 1. SurfExpo2017 SEARCHENGINE OPTIMIZATION
  2. 2. MIKE DUNCAN SAGE ISLAND BOOTH #2632 MDUNCAN@SAGEISLAND.COM
  3. 3. WAREHOUSE SKATEBOARDS.COM
  4. 4. Comparison of Amazon & Google Algorithm
  5. 5. •Sponsored Ads = Sales Velocity •Stuff those keyword fields •Get a bonus from body copy •AdWords isn’t going to help •Meta keywords are useless •Body copy is key focus
  6. 6. Understanding the Google Ecosystem
  7. 7. Penguin Added to Core Algorithm (2012) Panda (2011) Indexation Protocol (1997) Core Algorithm (1997)
  8. 8. Each page can get a score for any keyword - the score is calculated by an algorithm High scores get high rankings Core Algorithm (1997)
  9. 9. ax + by + cz = score Core Algorithm (1997) Weight Measures
  10. 10. moz.com/search-ranking-factors moz.com/beginners-guide-to-seo
  11. 11. Relevance Crawl Authority Brand Recognition Ranking Score Core Algorithm (1997) + +
  12. 12. •Topical Relevance •Overt Relevance •Experiential Relevance Relevance
  13. 13. •How often a spider visits •Controllable through nav •Controllable through size Crawl Authority
  14. 14. •Social signals •Searches for URL.com •Positive mentions Brand Recognition
  15. 15. Indexation Protocol (1997) Primary Index Supplementary Index
  16. 16. Indexation Protocol (1997) RANK #1 RANK #2 RANK #3 RANK #4 RANK #5 RANK #6 RANK #7 RANK #8 RANK #9 RANK #10 Most top ranking results are pulled from the primary results
  17. 17. The First Bigproblem with Google
  18. 18. Indexation Protocol Correction (2008) Big Problem: •Primary index included duplication •Duplication added no value Solution: •Keep one instance in primary •Others moved to supplementary
  19. 19. Duplicate content drops you from the primary index NEVER COPY TEXT!
  20. 20. Big Problem: •Unique low-quality content •Remember $1 per page? Solution: •New algorithm called Panda •Recognizes patterns of quality Panda Was Launched (2011)
  21. 21. Contentneedsto FollowStyleGuide
  22. 22. Big Problem: •Too much over-optimization •Results were being skewed Solution: •Penguin released as penalty •Targets extreme optimization Penguin - Core Algorithm Correction (2012)
  23. 23. Over-Optimization of navigation links leads to negative penguin scores. <strong> <cross links> Keyword stuffing Concatenation of keywords strings
 We have red, green, blue… High percentage of unbranded anchor text back links Sponsored blogs, free, article, link… Penguin - Don’t do!
  24. 24. searchmetrics.com/knowledge-base/ranking-factors/
  25. 25. CONTENTFACTORS
  26. 26. ContentisQuality OverQuantity
  27. 27. Topics Articles Resources
  28. 28. Brand / Category Landing Category Landing Item Landing
  29. 29. Website Help Guide
  30. 30. BLOG Post
  31. 31. Video Post
  32. 32. Feature Snippet
  33. 33. Feature Snippet
  34. 34. Feature Snippet
  35. 35. USERSIGNALS
  36. 36. TECHNICALFACTORS
  37. 37. www.schema.org
  38. 38. Secure your Website
  39. 39. robots.txt
  40. 40. sitemap.xml
  41. 41. www.google.com/webmasters
  42. 42. USEREXPERIENCE
  43. 43. Secure your Website
  44. 44. SOCIALSIGNALS
  45. 45. SEO&SocialGoHandinHand
  46. 46. • Google+ Business increases SEO rank • Become a resource in local listings • Create, verify and optimize your page • Testimonials are big factor in customer decision-making • Another platform for link-building TakeControlof yourGoogle+BusinessPage
  47. 47. BACKLINKS
  48. 48. majestic.com
  49. 49. moz.com/researchtools/ose/
  50. 50. MOBILE
  51. 51. Accelerated Mobile Pages AMP
  52. 52. Accelerated Mobile Pages AMP
  53. 53. Personal Digital Assistants
  54. 54. marketing.grader.com
  55. 55. nibbler.silktide.com
  56. 56. app.upcity.com/free-tools/seo-report-card
  57. 57. semrush.com
  58. 58. gtmetrix.com

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