This technical training will cover basic tasks for search engine optimiation such as on-page optimization, how to cross-promote products, how to suggest products, how to choose SEO titles, crafting descriptions and choosing keywords for eCommerce items. After this session, you will be able to research which keywords might perform best regionally or nationally and consider new SEO strategies. #SEO #womenintech #speaker

2. DIY SEO: LAYING
YOUR OWN
GROUNDWORK

3. @luckygirliegirl
IAmAGoodMix.com
#IAmAGoodMix
#MagentoImagine
LG@LGDesigns.co
702.900.3419
Christina Aldan

4. SEO
What Is Search Engine Optimization?
Why is it important?

5. What Is Search Engine Optimization
Optimizing content for the purpose of increasing site traffic
Mobile-friendly
Tools AnalysisUI/UX
Linking
Conversion Goals
Dashboard
Traffic
Speed

6. What is Search Engine Marketing?
A form of Internet marketing that involves the promotion of websites by
increasing their visibility in search engine results pages (SERPs)
primarily through paid advertising
Articles about products are returned in search engine result pages
more than the actual product pages
• Pay-to-Play
• Pay-per-click
• Facebook ads
• Paid advertising online

7. Why is it Important?
More Eyes:
Increasing web
traffic increases
your chances of
converting users
into buyers
Photo: artsmoothie.files.wordpress.com

8. Funneling Towards Conversion Goals
Crea%ve Content
Data Analysis
Target Market SEO

9. Products Can Improve SEO
The benefits of using product data in SEO
8 Deadly Sins of eCommerce SEO

10. Traffic is Great, but Conversions are Better
Photo: Oran Viriyincy

11. The Role of Product Data in SEO
• Titles
• Descriptions
• Keywords
• URLs
• Product Reviews

12. The Benefits of Using Product Data in SEO
• Easy for users to share your products
• Easier to find your products
• Quickly sort product categories and types of products
• Makes it easier to learn about your products
• Online reviews increase buyer conversions

13. 9 Deadly Sins of eCommerce SEO
1. User Experience (UX) is Unpleasant
2. Lack of Keywords in URLs
3. Use of Generic Titles
4. Missing Product Descriptions
5. Copying Manufacturer Descriptions
6. Lacking Consumer Testimonials
7. Promoting Something No One is Searching For
8. No Canonical Tag is Set
9. Missing images and video

14. 1. User Experience (UX) is Unpleasant
UX Creates Life Experience
Give your clients a consistently positive experience every time they engage with your brand
Clear CTA
Call-­‐to-­‐Ac%on
must be clear
Design
Functionality
Design should
be a@rac%ve
How does the
user feel aDer
engaging with
your brand?
Is the website
mobile-­‐friendly?
Emotive
Website Example:

15. 2. Lack of Keywords in URLs
Source: https://moz.com/blog/15-seo-best-practices-for-structuring-urls

16. 3. Are Your Titles Unique?

17. 4. Missing Product Descriptions
Source: http://www.activo.com/wp-content/uploads/2013/01/effective-product-pages-in-magento-4-description.png

18. 5. Copying Manufacturer Descriptions

19. 6. Lacking Consumer Testimonials
Encourage customers to leave product reviews
“So easy
to use!”
Great collec%on
of slides easy to
edit.
Excellent
Service.
“Great
Product!”
“Thank
You!”
“Fantas%c
customer
service
experience!”
“Fun!”

20. Testimonials & Reviews
According to a recent BazaarVoice study:
• 54% of online buyers read online reviews before making a
purchase, in comparison to 39% of in-store buyers
• 82% of shoppers use their smartphones in stores to look at product
pricing and reviews, among other things
• For every $1 of online revenue that is influenced by reviews, that
impact is multiplied offline by 4 or 5 times
Source: http://drivingsalesnews.com/report-illustrates-impact-of-online-reviews-on-offline-sales/

21. 7. No One is Searching For Your Keywords
• Use colloquial terms
– “Buy” and “Sell” vs. “Purchase” or “Exchange”
• Be specific, but not overly so
– Acupuncture Las Vegas vs. Classical Five Element Acupuncture Las Vegas
• Use descriptive terms
– “Free”
– “Upscale”
– “Dependable”
– “Quality”

22. No Canonical Tag is Set
• Canonical Tag – handle duplicate content using the rel=canonical
tag. The rel=canonical tag passes the same amount of ranking
power as a 301 redirect, and often takes much less development
time to implement. The tag is part of the HTML head of a web page.
(Source: https://moz.com/learn/seo/canonicalization)
Source: http://www.shoutmeloud.com/url-canonicalization-seo.html

23. Missing Images and Videos
“As of now, if you have an SEO strategy that
doesn't include YouTube, you're doing it wrong.”
- Phil Nottingham, July 2014
• Google owns YouTube
• Each image should have an ALT tag and description to help
increase the occurrence of your products being returned in Search
Engine Results Pages (SERPs)
• Increases click-through rate

24. SEO in Action
Determine the Best Keyword Phrases
Manage Categories – URL Slugs
Add Product Meta Data
Images Need Love, Too!

25. Determine the Best Keyword Phrases
• Niche keywords
– Long-tail phrases
– Geolocation
• Competitors
• Which Google Ads pop up when
you type keyword phrases?
• Facebook Open Graph
• Google Keyword Planner
• HubSpot Keyword Grader
• WordStream
Source: https://www.wordstream.com/niche-keywords

26. Manage URL Slug with Categories
• Catalog > Manage Categories
• Default category is the main
category under which all other
categories live
• “Add Subcategory” (left orange
button)
• URL key means “slug"
• WYSWYG Editor
• Image upload
• SEO

27. Entering Meta Data
• Add Products
• Catalog > Manage Products
• Click “Add Product” in the top right
corner
• Assign an attribute set, then select
product type
• Red asterisks must be completed
• Unique SKU
• Choose a tax class
• Enter weight for shipping
• Status “Enabled"

28. Images Need Love, Too!
• Images
• Browse Files… button,
then click “Upload Files"
• Select all base, small,
thumbnail
• Enter SEO data
• Save
Note: Magento Advanced Product Video Extension

29. If You Can’t Measure It,
It Doesn’t Exist
Funneling Traffic Towards Conversion Goals
Data Analysis

30. Data Is Where It’s At
Photo: Ngai But

31. Funneling Towards Conversion Goals
Crea%ve Content
Data Analysis
Target Market SEO

32. Analysis
• Google Analytics
• Key Performance Indicators (KPI’s)
– Conversion goals
– Click-through rates
– Bounce rate
– Percentage of users who convert
• Facebook Analytics
• Twitter Ad Analytics
• Google Webmaster Tools
• Moz.com
• Hubspot.com

33. @luckygirliegirl
IAmAGoodMix.com
#IAmAGoodMix
#MagentoImagine
LG@LGDesigns.co
702.900.3419
Christina Aldan
QUESTIONS?