The webinar focused on online marketing strategies for Shopify business owners, led by Anna Korolekh of Promodo. Key topics included keyword research, site structure and indexation, content optimization, and the importance of analytics and social media channels. Participants were invited for a free online marketing audit to enhance their website's performance and marketing efforts.

1. Jan 30th, 2013 – online marketing session for Shopify business owners – webinar #3
How to get traffic and
increase sales for your
Shopify store

2. About Promodo

3. Speaker
Marketing manager and, in past, an SEO
consultant at Promodo. Anna started her
career in online marketing in 2007 from
content-writing, later she was employed for
the UK company Bullseyemedia as a linkbuilding specialist and finally came to
Promodo in 2011. As an SEO consultant
Anna has worked with large sites of the
following niche: gambling, dating, travel,
ecommerce. Anna is a certified Google
Analytics individual and a regular contributor
to Promodo and external blogs, also a regular
speaker at the webinars. Currently Anna
manages and oversees all marketing
activities of Promodo in the English-speaking
markets: SEM, SEO, social media, content
marketing, email marketing, events.
Anna Korolekh

4. Before we get started

5. Keywords:

6. Keyword research:
Define your target audience and brainstorm for the keywords
Copy and paste your ideas into Google Keyword Planner, add
ideas using Google ”Searches related to”, Ubersuggest tool
and check their search volume
+ check and consider your successful competitors
keywords (SemRush)
Cleanse the list – remove too broad, too competitive (use
SEO Quake or MOZ plugin) queries

8. Keyword research:

9. Keyword research:

10. Site structure & Indexation:

11. Site structure:
• Easy to navigate, intuitive
for users
• Logical hierarchy for the
search bots
• Smart link juice flow

12. Common Shopify structure issues:

13. A better Shopify structure:

14. How to fix it easily:

15. Indexation & duplicate content:
• Sitemaps
•
•
XML
HTML
{% if page_title contains 'Whatever' %}<meta name="robots" content="noindex, follow, noarchive">{% endif %}
• Redirects and server response codes

16. Indexation & duplicate content:

17. Indexation & duplicate content:
• Links in Java or images

18. Indexation & duplicate content:
• Links in Java or images

19. Indexation & duplicate content:

20. Indexation & duplicate content:
• Overcomplicated site structure, “dead ends”

21. Indexation & duplicate content:
•
No “Speaking” URLs
http://someshop.com/collection/things/products/2756-825417

22. Indexation & duplicate content:
•
Rel=“canonical”
•
Pagination: rel=”next” & rel=”prev”

23. Navigation - breadcrumbs:
http://docs.shopify.com/support/your-website/navigation/

24. Navigation - breadcrumbs:

25. Website structure & Indexation:
Pingdom Tools
Google Speed Insights

26. Website structure & Indexation:

27. Content:

28. Snippets (titles & descriptions):
Make sure your titles give a clear idea of what the page is about
Use your keywords in the title, but never stuff more then two repetitions of one
and the same keyword and don’t stuff too many keywords – test how it’s going to
look like!
Visible part is 512 pixels long!
http://seo-websitedesigner.com/Google-SERPPut the most important key phrase at the beginningEmulator the title with your
and close
brand

29. Rich product snippets
https://support.google.com/webmasters/an
swer/146750?hl=en
Better CTR in organic traffic
Snippets for Breadcrumbs, products, videos
Use schema.org
https://github.com/Shopify/skeletontheme/blob/master/templates/product.liq
uid
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30. Content:
Each page should have a unique piece of text content (at least
300 words) even the product pages!

32. Content:
Optimize the pages’ text:
•use h1, h2 headings, wrap your keywords into h1’s and h2’s
•use your keywords in the page body
•link to relevant pages from the text using keywords as anchor texts
Make use of user-generated content: reviews, comments
Reviewme.com
YotPo.com

33. Create your blog – Google+
Create your blog ASAP
3-6 articles per month
Use Google+ authority
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34. Alt/title - optimize images
Traffic from Image search
Option to be on 1st page
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35. Content
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36. Content
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37. Links:

38. Internal linking:
• Link to the most
important for
SEO pages
• Link using
keywords in the
anchor text
• Link from the
text

39. Link earning
Content marketing
Infographics
Forums/blog posts
ahrefs.com
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40. Risky practices
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41. Risky practices
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42. Risky practices
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43. Risky practices
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44. Risky practices
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45. Links
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46. Links
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47. Analytics:

48. Analytics:
Make sure you have installed a unique Google
Analytics tracking code without any bugs
https://chrome.google.com/webstore/detail/tag-assistant-by-google/kejbdjndbnbjgmefkgdddjlbokphdefk?hl
=en
Google Webmaster Tools

49. Analytics:

50. Analytics:

51. Analytics:

52. Analytics:

53. Social channels
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54. Video for products
Better conversions
Traffic from video channels
Its free. Easy. Use youtube.com
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55. Analytics & Social:

56. Analytics & Social:

57. Other channels: product feeds
Product listing ads Google
Thefind.com / shopping.com
Forums/blog posts
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58. Other channels: coupons - deals
Coupons sites
Daily deals
Discounters
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59. Remarketing
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60. Case study
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61. Let’s sum it up:
• Think of SEO before you build your website (and in the
process and after :)
• Create sitemaps, mind internal linking patterns
• Don’t be lazy – create unique titles and descriptions for
your products, optimize your site’s content
• Pay attention to analytics, set up correct tracking and
monitor it
• Don’t put all the eggs in one basket – don’t rely solely on
Google organic traffic
• Do content marketing
• Try to be everywhere your target audience is

62. Free online marketing audit
We would like to invite all you to take a free 10-15 minutes
personalised webinar for a quick audit of your website and
marketing campaigns by Google certified experts.
-
Quick usability audit of the existing site;
Quick SEO audit and review of existing analytics;
Audit of PPC campaigns;
Technical audit;
Best practices of conversion rate optimization;
General online marketing strategy insights.
Free online marketing audit

63. Thank you for your attention!
Anna Korolekh
Marketing manager
at Promodo
e-mail: a.moseva@promodo.com
Skype: ann.moseva

64. Please follow
Promodo.com/blog
Twitter.com/promodo_en
Facebook.com/promodo