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Product SEO and Why It Can Fail

Learn more about the basic elements of product SEO, how to focus on the right keywords and other avenues for getting attention from Engineers and other Technical development professionals

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Product SEO and Why It Can Fail

  1. 1. PRODUCT SEO AND WHY IT CAN FAIL LINDA GROENDYKE, PRESIDENT AND FOUNDER 1
  2. 2. WHAT’S COMING 2  Introduction and Basics  Keyword Research  Essential SEO Elements  When this doesn’t work and what to do
  3. 3. INTRODUCTION AND BASICS 3
  4. 4. HOW MANY SEARCHES EACH MONTH IN THE UNITED STATES? 4 17 Billion
  5. 5. POWER OF SEARCH ENGINES 5
  6. 6. HOW TO ATTRACT SEARCH ENGINE AUDIENCE 6 Search Engine Marketing (SEM) helps increase visibility in Search Engine Results Pages (SERPs) Two Methods:  Organic Search  Paid Search
  7. 7. ORGANIC SEARCH (SEO) V. PAID SEARCH (PPC) Organic Results 90% of Clicks Paid Ad 10% of Clicks The image a Search Engine Results page or SERP. This page has several components. In Orange are the Paid Search results. These are listing companies pay to have shown. These ads are set up to match selected Keywords. In Blue are the Organic Search results. These are pages that Google has determined match the About 50% of search queries have no ads at all
  8. 8. CORPORATE INFORMATION RESULT PAGE 8 Corporate Profile Social Accounts Recent News Stories
  9. 9. CORPORATE INFORMATION RESULT PAGE 9 Corporate Profile Social Accounts Recent News Stories
  10. 10. PRODUCT RESULTS PAGE 10 Paid Shopping Results
  11. 11. SEARCH ENGINE SPIDERS Crawl through your website content and rank you on quality and connections
  12. 12. SEARCH ENGINE INDEXING
  13. 13. Title Tag: is the title of the web page shown for the results. This information is stored in the web code in <title> tags. Meta Description: is the phrase or words that describe the page. This information is stored in the web code in <meta description> tags. Page URL: is exact URL for the page – generally matches structure in CMS, but can generally be overwritten. SEARCH ENGINE RESULTS ELEMENTS Title Tag Page URL Meta Description
  14. 14. URL Hierarchy Title Tag Meta Description CMS FIELDS FOR SEO
  15. 15. URL Hierarchy Title Tag Meta Description CMS FIELDS FOR SEO
  16. 16. KEYWORD RESEARCH 16
  17. 17. WHAT KEYWORDS SHOULD YOU USE? 17
  18. 18. HOW TO FIND THE RIGHT KEYWORDS 1. Look at What Your Competitors are Doing 2. Research the Market with Google Search 3. Ask – Is it worth the effort? 18
  19. 19. LOOK AT YOUR COMPETITORS 19
  20. 20. FINDING THE RIGHT KEYWORDS Keyword Research Tools  Google Keyword tool (need active account),  SEMRush  Raven SEO Tools  SpyFu  Moz 20
  21. 21. DON’T ASSUME YOU OWN THE WORD OR ACRONYM 21
  22. 22. LOOKING FOR ATP 22
  23. 23. FINDING THE RIGHT KEYWORDS Keyword Research Tools  Google Keyword tool (need active account),  SEMRush  Raven SEO Tools  SpyFu  Moz 23
  24. 24. FINDING HOSE PRODUCTS 24
  25. 25. REFINE WITH MODIFIERS Industrial Hose Braided Hose 25
  26. 26. GOOGLE KEYWORD TIPS  Deselect Broad and Phrase Match  Check Only Show Ideas Closely Related  Cover Terms and Acronyms  Pair terms with other meanings with appropriate modifiers 26
  27. 27. ESSENTIAL SEO ELEMENTS 27
  28. 28. 28
  29. 29. META INFORMATION  Meta Title  Meta Description  Product H1  Image Alt Tag  Image NameText 29
  30. 30. KEY META ELEMENTS Title Tag Page URL Meta Description
  31. 31. WHERE ARE THEY ON THE PAGE?
  32. 32. META ELEMENTS H1
  33. 33. IMAGE META ELEMENTS Image NameImage Alt Text
  34. 34. ALT TEXT IN THE CODE 34Image Alt Text
  35. 35. TAGGING YOUR PRODUCT INFORMATION  Organizational Information  Brief Descriptions  Product Details  Price Information  Auxiliary Information Downloads 35
  36. 36. USING SCHEMA.ORG TAGGING - ORGANIZATION 36 https://schema.org/Organization
  37. 37. USING SCHEMA.ORG TAGGING - PRODUCTS 37
  38. 38. TOOLS FOR SCHEMA HELP  Google's Structured Data Markup Helper This tool will help you create basic Schema markup for several use cases.  MozBar Double-check your structured data markup and redirects with this toolbar from Moz.  Structured Data Testing Tool – Google Use this tool to test whether your rich snippets are properly configured.  Schema.org Use this website to find information on schema standards.  SEO Chat Schema Generator Uses simple form to generate Schema Code 38
  39. 39. GENERATE YOUR CODE 39 http://tools.seochat.com/tools/product-schema-generator/
  40. 40. KEEP IN MIND 40
  41. 41. DON’T BE BULLIED BY THE BOTS!
  42. 42. REMEMBER WHO CONSUMES YOUR CONTENT
  43. 43. WHEN THIS DOESN’T WORK AND WHAT TO DO 43
  44. 44. SEARCH HABITS OF ENGINEERS AND TECHNICAL USERS “Previous work has repeatedly found that engineers’ primary source of information is their colleagues within the organization and that the major reason for this is that colleagues are easily accessible.” The Information-Seeking Habits of Engineering Faculty crl.acrl.org/content/72/6/548.abstract 44
  45. 45. SEARCH HABITS OF ENGINEERS AND TECHNICAL USERS “A consistent theme among the studies of information-seeking behaviors of engineers as practitioners is that they rely on their own knowledge base, interpersonal communication with colleagues, or information from within their own organization.” The Information-Seeking Habits of Engineering Faculty crl.acrl.org/content/72/6/548.abstract 45
  46. 46. TAPPING INTO INDUSTRY STANDARDS  ANSI  API  ASM  ASTM  IEEE  ISO  NIST  SAE 46
  47. 47. JOIN INDUSTRY COMMUNITIES 47
  48. 48. EXPLORING ENGINEERING AND SCIENTIFIC SEARCH ENGINES  Circuit scout  Datasheets  Google Scholar  National Institute for Standards and Technology  Scirus  Tech Street  Athenus.com  OAJSE.com 48
  49. 49. WHEN THEY LOOK MAKE SURE YOUR READY  Monitoring Search Rankings  Provide Valuable Product Resources  Audit Website Code  Develop Easy to Use Site  Always Be Improving 49
  50. 50. THANK YOU AND QUESTIONS LINDA@DIGITALINSIGHTLABS.COM 50

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