10 tips to get to the top of Google for ecommerce sites either through organic search or paid search avenues.

1. Welcome!

2. HI! I’M CHRIS WEAVER
• 10+ Yearsin DigitalMarketing
• DirectorofMarketingatMWI
• Bing&GoogleSuiteCertified(Adwords,Analytics,Video,
Display)
• Workedon 100s ofclient digital marketing programsfrom
thebig(UnderArmour, WandaGroup,HomeShopping
Network)to notso big
• I likebighamburgers
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5. 10SecretstoRankingonGoogle

6. TIP #1 KNOW WHAT’S COMING
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https://trends.google.com
https://trends.google.com/trends/?hl=zh-cn

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SEASONALITY TRENDS

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COMPETITION

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SOCCER CLEATS VS FOOTBALL BOOTS
Worldwide
UnitedStates

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TIP #2 HAVE A GOOGLE FRIENDLY SITE
OR ELSE….

11. TIP #2 HAVE A GOOGLE FRIENDLY SITE
• SiteSpeed
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12. • SiteSpeed
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tools.pingdom.com

13. • SiteSpeed
• StructuredData/ SchemaMarkup
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14. • SiteSpeed
• StructuredData/ SchemaMarkup
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15. • SiteSpeed
• StructuredData/ SchemaMarkup
• ProperOnPageOptimization
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16. • SiteSpeed
• StructuredData/ SchemaMarkup
• ProperOnPageOptimization
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17. • SiteSpeed
• StructuredData/ SchemaMarkup
• ProperOnPageOptimization
• MobileFriendly
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18. • SiteSpeed
• StructuredData/ SchemaMarkup
• ProperOnPageOptimization
• MobileFriendly
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https://search.google.com/test/mobile-friendly

19. TIP #3 KNOW YOUR COMPETITION
• Who isyourcompetition onlineaswellasinyourspace
• How aretheyranking on Google?
• Forwhatkeywordsandqueries?
• AretheyspendingonAdwords?
• Howmuch?Andwhere?
• Whatcanyoudotooutrank/outflank?
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AdSpend
KeywordRecommendations

22. TIP #4 KEYWORD RESEARCH
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23. BEST PLACES TO EAT CHEAP IN HONG KONG
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24. AFFORDABLE RESTAURANTS IN HONG KONG
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25. TOOL #1 - GOOGLE SUGGEST
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26. TOOL #2 - ADWORDS KEYWORD PLANNER
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27. TOOL #3 - GOOGLE SEARCH CONSOLE
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28. TOOL #4 - KEYWORD SCRAPERS
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• KeywordsEverywhere
• GoogleChromeandFirefoxExtension
• PulltoExcelSpreadsheet
• TopVolume/ LowCompetition/SimilarKeyword
Stems /Ranking Close =Opportunities

29. TIP #5 CREATE GOOD CONTENT
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ContentMarketing
Trended-Last 5Years

30. TYPES OF CONTENT
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• Blogs/Listicles/Articles
• Infographics
• Video
• Microsites
• Galleries
• More

31. TYPES OF CONTENT
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• Blogs/Listicles/Articles
• Infographics
• Video
• Microsites

32. TYPES OF CONTENT
32
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• Blogs/Listicles/Articles
• Infographics
• Video
• Microsites
• Galleries

33. TYPES OF CONTENT
33
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• Blogs/Listicles/Articles
• Infographics
• Video
• Microsites
• Galleries

34. TYPES OF CONTENT
34
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All Rights Reserved.
• Blogs/Listicles/Articles
• Infographics
• Video
• Microsites
• Galleries

35. TYPES OF CONTENT
35
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• Blogs/Listicles/Articles
• Infographics
• Video
• Microsites
• Galleries

36. INGREDIENTS OF GOOD CONTENT
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• CreateOriginalContentoratthevery least,anewspin
• Focuson StrongHeadlines
• MakeYourContentActionable
• ProvideAnswerswith YourContent
• BeAccuratewithyourstatistics
• BeEngaging VisuallyandStimulatingVerbally
• MaketheContentShortandtothe Point
• Continuallybeupdatingthecontent

37. TIP #6 LINKS, SHARES, AND MORE
• Peopleneed to get to your
contentsomehow-
backlinksofferthat
• Intheeyesofsearch
engines,backlinksarestill
amongstmostimportant
signals
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Credit: Moz

38. TIP #6 LINKS, SHARES, AND MORE
• Oneofmostdifficultthings inSEO
• Linksculpting
• Strategy,Research&Outreach
• TechnicalUpdates
• PaidServices
• LinkbuildingAgencies
• PR
• PaidSocial
• InfluencerMarketing
• Linkbuilding+TraditionalProduct Placement
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39. TIP #7 GET ON ADWORDS
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40. TIP #7 GET ON ADWORDS
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41. TIP #7 GET ON ADWORDS
• Onaverage,costless thannormal textads& higher
conversion rate
• Simpleconnection withyourwebsiteproduct feed
• Givesabilityformoreadvancedtechniques
• HelpsSEO performance
• 32%increasein clickswhenbothresults live
• 10% increasein conversionswhenbothresultslive
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GoogleShoppingAds
Credit: Moz

42. DYNAMIC REMARKETING
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43. TIP #8 DON’T CREEP, BUT REMIND
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44. REMARKETING FREQUENCY CAPPING
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Credit:Hanapin Marketing

45. TIP #9 ANALYZE YOUR SUCCESS
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TRANSACTIONS AND MICRO-CONVERSIONS

47. VISITORS INTEREST
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48. TIP #10 READ, READ, READ!
• CPC Hero
• SearchEngineLand
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PPC/PaidSearch
TechnicalSEO
Ecommerce
DigitalMarketing
• eMarketer
• shopify
• Moz
• KissMetrics
• GoogleWebmasterBlog
• ThinkwithGoogle
• MarTech
• DigitalMarketingDepot

49. TIP #10 READ, READ, READ!
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Andofcourse…

50. We’reGrowing!

51. AndLearning NewThings

52. THANK YOU!
AnyQuestions?
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Forcopiesof thedeck:
Pleasereachoutto JasonWong
jason@mwi.com
ManagingDirectorofShenzhen&
HongKong office