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.

1. SurfExpo2017
SEARCHENGINE
OPTIMIZATION

2. MIKE DUNCAN
SAGE ISLAND
BOOTH #2632
MDUNCAN@SAGEISLAND.COM

3. WAREHOUSE
SKATEBOARDS.COM

7. Comparison of
Amazon & Google Algorithm

8. •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

9. Understanding the
Google Ecosystem

10. Penguin Added to
Core Algorithm
(2012)
Panda
(2011)
Indexation
Protocol (1997)
Core Algorithm
(1997)

11. Each page can get a score for any
keyword - the score is calculated
by an algorithm
High scores get high rankings
Core Algorithm (1997)

12. ax + by + cz = score
Core Algorithm (1997)
Weight Measures

13. moz.com/search-ranking-factors
moz.com/beginners-guide-to-seo

14. Relevance
Crawl Authority
Brand Recognition
Ranking Score
Core Algorithm (1997)
+
+

15. •Topical Relevance
•Overt Relevance
•Experiential Relevance
Relevance

16. •How often a spider visits
•Controllable through nav
•Controllable through size
Crawl Authority

17. •Social signals
•Searches for URL.com
•Positive mentions
Brand Recognition

18. Indexation Protocol (1997)
Primary Index Supplementary Index

19. 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

20. The First Bigproblem with Google

21. Indexation Protocol Correction (2008)
Big Problem:
•Primary index included duplication
•Duplication added no value
Solution:
•Keep one instance in primary
•Others moved to supplementary

22. Duplicate content drops
you from the primary index
NEVER COPY TEXT!

23. Big Problem:
•Unique low-quality content
•Remember $1 per page?
Solution:
•New algorithm called Panda
•Recognizes patterns of quality
Panda Was Launched (2011)

24. Contentneedsto
FollowStyleGuide

25. Big Problem:
•Too much over-optimization
•Results were being skewed
Solution:
•Penguin released as penalty
•Targets extreme optimization
Penguin - Core Algorithm Correction (2012)

26. 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!

27. searchmetrics.com/knowledge-base/ranking-factors/

28. CONTENTFACTORS

29. ContentisQuality
OverQuantity

33. Topics
Articles
Resources

34. Brand /
Category
Landing
Category Landing
Item Landing

35. Website Help Guide

36. BLOG Post

37. Video Post

38. Feature Snippet

39. Feature Snippet

40. Feature Snippet

47. USERSIGNALS

55. TECHNICALFACTORS

57. www.schema.org

61. Secure your
Website

69. robots.txt

70. sitemap.xml

71. www.google.com/webmasters

73. USEREXPERIENCE

77. Secure your
Website

86. SOCIALSIGNALS

87. SEO&SocialGoHandinHand

91. • 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

96. BACKLINKS

102. majestic.com

103. moz.com/researchtools/ose/

104. MOBILE

109. Accelerated Mobile Pages
AMP

110. Accelerated Mobile Pages
AMP

114. Personal Digital Assistants

116. marketing.grader.com

117. nibbler.silktide.com

118. app.upcity.com/free-tools/seo-report-card

119. semrush.com

120. gtmetrix.com