This document provides an overview of SEO best practices for ecommerce websites and expanding sales to additional online channels. It discusses both basic SEO strategies that all sites should implement, such as optimizing meta tags and URLs, as well as ecommerce-specific tactics like optimizing product titles, descriptions, images and specifications. The document then covers considerations for expanding sales from the main website to additional channels like Amazon, including both the pros of increased reach and revenue, as well as cons like increased costs, duplicate content issues and logistical challenges of managing multiple sales platforms.

1. WILL HANKE

2. Three Parts
Basic SEO (all sites)
Ecommerce-specific SEO
Channel Expansion

3. Get Your SEO in Order!
Meta Page Titles
Meta Descriptions
Friendly URLs
XML Sitemap
Site & Product Schema
Mobile Friendly
Blogs/Content Creation

4. 1. Meta tags
<meta name=“keywords”>
<meta name=“description”>

5. <meta name=“keywords”>
<meta name=“description”>

6. 2. robots.txt

7. domain.com/robots.txt

8. 3. Heading Tags

10. 4. Friendly URLs

14. 5. Rich Snippets
aka “MicroData”

18. developers.google.com/structured-data/testing-tool/
or
bit.ly/RCMsnippet

19. yoast.com/wordpress/plugins/yoast-woocommerce-seo/

20. 6. XML Sitemap

22. 7. Repetitive Info

24. 8. Content Strategy

26. Meetup in May

27. 9. Targeted Keywords

28. SEMRush.com

31. Ecommerce-Specific SEO Needs
SKUs
Product Titles
Produce Short Description
Product Description
Product Pictures
Bullets
UPCs

32. SKUs
“Stock Keeping Unit”
Unique per item
Alphanumeric

33. Product Titles

34. Product Titles
70 Characters
(site)
~50 Characters
(Amazon)

35. Product Short Descriptions

36. Product Short Descriptions
2-3 sentences that explain
the product
Think benefits, not features
“Hit the feels”

37. Product Descriptions
Explain your product in
detail
Features, sizes, colors, etc
Think of SEs, not everyone
will read this area

38. Product Pictures

39. Product Pictures
Clear, crisp, good resolution
White background
The more, the better

40. Bullet Points
1-5 quick hits about product
Benefits, not features
Bonuses, free shipping, etc

41. UPCs
Try to Make Your Vendor Pay
for them First
If not, buy them and take off
your next invoice 

42. UPCs

43. Pricing Adjustments
Amazon 15-18%
Compete with yourself
Shipping fees

44. Make Sure You’re Tracking Sales
analytics.google.com

45. Channel Expansion Considerations
Meetup in June

46. Assumptions

47. Assumption 1
You have a
website

48. Assumption 2
You’re actually
selling stuff

49. Assumption 3
You want to
sell more stuff

50. Re: Assumption 2
If you’re not
actually
selling stuff…

51. Work On Your Site, Products, and SEO First

52. Get Your SEO in Order, Too!
Friendly URLs
Meta Page Titles
Meta Descriptions
XML Sitemap
Site & Product Schema
Mobile Friendly
Blogs/Content Creation

53. Options for Selling More Stuff Online

54. Increase SEO Budget

55. Set Up an Affiliate Program

56. Buy Leads

57. Advertise Offline

58. Advertise Online

59. Retargeting

60. Objective: Get in Front of a Bigger Audience

61. Use Another Audience

62. Other Audiences

63. Pros & Cons

64. Pros of Channel Expansion

65. Increased Reach

66. More Revenue (duh!)

67. Cons of Channel Expansion

68. Cost: Amazon

69. Cost: Individual
Item price
- Shipping charges
- Referral fee (calculated on the item price and any
gift wrap charges paid by the buyer)
- Variable closing fee 12-18%
- $0.99 per item fee
= your total take

70. Cost: Business
Item price
- Shipping charges
- Referral fee (calculated on the item price and any
gift wrap charges paid by the buyer)
- Variable closing fee 12-18%
- $49.99 per month fee
= your total take

71. Cost: Business
bit.ly/amazonFBA

72. Duplicate Content Penalties

73. Your Content is No Longer Your Content

74. Your Content – Their Sale

75. Your Content – Their Sale

76. Your Content – Their Sale

77. Keeping Up with the Feeds

78. Keeping Up with the Feeds

79. Check Each Platform Each Day (or more)

80. Lots of Sales: A Good Problem to Have

81. New Logistics Issues

82. Hire More People

83. Consolidate Your Orders & Shipping

84. Channel Consolidation

86. One Feed to Rule Them All

87. New Channel? Just a Few Clicks Away!

88. Shipping Fulfillment

89. All to One Place

91. All From One Place

92. Your Questions

93. THANK YOU!
314-514-5SEO