Stacey talks about very SEO for eCommerce website in very basic terms so that everyone can understand in our Manchester Online Seller Meetup.

1. Stacey MacNaught
Tecmark
@staceycav
SEO for Ecommerce
www.tecmark.co.uk

2. Over 200 different factors
influence where you rank in
Google for any given query
@staceycav

3. @staceycav

4. So, let’s simplify it.
@staceycav

5. SEO in a nutshell:
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6. Technical
@staceycav
1
• SSL certification
• Page speed
• Navigation
• URL Structure
• Site hierarchy
• Rendering on mobile
• Indexing
• Efficiency of code
• Use of canonicals
• …..and plenty more.

7. A bad ecommerce
platform will leave you in
a world of technical pain.

8. But a good ecommerce
platform will handle the
bulk of technical SEO
concerns for you.

9. www.shopblocks.com

10. Choose a platform that:
• Handles canonicals
• Offers SSL
• Is fast on all devices
• Is multiscreen ready
• Gives you full control of content
(titles, description, body text etc)
• Allows you control over
redirects

11. @staceycav
Use a platform that
deals with the technical
stuff for you

12. On Site Content
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2
• Page title
• Meta description
• Body Content
• Imagery

13. On Site Content
@staceycav
2This all starts with an understanding
of how your customers look for your
products.

14. I break this down into 3 areas:
@staceycav
Inspiration/
Trigger
Research Product

15. Inspiration/Trigger
@staceycav
Why does someone start the process
of looking for your products?

16. Inspiration/Trigger
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17. Research
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What questions do users ask when
decided which variant of the product to
buy?

18. Research
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19. Product Specific
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Product related searches made by
those who already have purchase
intent.

21. KW Finder
https://app.kwfinder.com

22. Bloomberry
http://www.bloomberry.com

23. @staceycav
Create a keyword map
for your products,
categories and new
guides content

24. On Site Content
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2
• Page titles that include core
keywords/phrases, read well and are
unique
https://moz.com/learn/seo/title-tag

25. On Site Content
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2
• Meta descriptions that make people want to
click, include relevant phrases and are 110 –
170 characters

26. On Site Content
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2
• Unique body content on
each category page and
each product page

27. PLEASE!
@staceycav
2
Do not copy and paste
manufacturer descriptions.

28. @staceycav
It has painful consequences…

29. 29
@staceycav

30. Enhance Product Page Content
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• Clear description
• USPs
• Technical Spec
• Reviews
• FAQs

31. Get inspiration for FAQs from
Amazon:
@staceycav

32. On Site Content
@staceycav
2
• If you have unique images,
use them!
• In the very least, create
unique “alt tags” for images

33. @staceycav
Write blog posts/guides
based on trigger and research
queries and include internal
links to relevant products.

34. Off Site Factors
@staceycav
3
• Predominantly led by links to your site
from other websites
• Some correlation with brand mentions/
citations and rankings
• Indirect benefit of social signals

35. Link Building Tactics
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3
• Claiming unlinked brand mentions
• Requesting attribution from any
sites using your images/logo
• Work with bloggers (creating posts
for them or sending products for
review)

36. Link Building Tactics
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3
• Offering testimonials to your
suppliers
• Digital PR techniques and content
marketing

37. @staceycav
Set up Google Alerts for your
brand and carry out reverse
image searches on your logo/
images. Request attribution in
the form of a link.

38. Resources
@staceycav
• https://moz.com/beginners-guide-to-seo
• http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf
• http://www.linkbuildingbook.com/
• http://blogsession.co.uk/2016/09/image-link-building-guide/
• https://www.shopblocks.com/

39. Thank you
Questions?
Tweet me: @staceycav
Email me: stacey.macnaught@tecmark.co.uk