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Twitter: @GillianMeier
DEMYSTIFYING SEO FOR ECOMMERCE
GILLIAN MEIER 3 SEPTEMBER 2014
© Copyright of Blue Magnet Digital 2Twitter: @GillianMeier
SEO?
• Search Engine Optimisation
• Search Experience Optimisation
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Why you need SEO?
• It’s highly effective.
• You can take on the big players.
• Google makes an average 2 changes per day to its algorithm.
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What is SEO about?
• Technical Optimisation • Robots, Crawl, Index, Architecture, Navigation
• On-Page Optimisation • Meta data: Title, Description, Images
• Content
• User Engagement
• Off-Page Optimisation• Authority (Popularity & Links)
• Content Marketing (Social Signals, Web PR etc.)
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On-Page Optimisation: Research
• Research
• Find the Right Keywords
• Competition vs Search Volume
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On-Page Optimisation: What should you focus on first?
Home Page
Category Pages
Product Pages
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On-Page Optimisation: Site Architecture
Jackets
Home Page
JeansT-shirts
Product
Product
Product
Buy Clothes online
Buy t-shirts onlineBuy Jackets online Buy jeans online
Buy red leather jacket online
Buy navy blue blazer online
Buy sports jacket online
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Category Pages: Make Yours Better!
Everyone’s Category Pages Your Category Pages
• Boring
• Bland
• Offers nothing new
• Unique
• Better chance to
Rank
• Offers Value
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Product Pages: Make Yours Better!
The Essentials:
• Big Beautiful Images
• Social Sharing Buttons
• Unique Descriptions
• Include Benefits/Features
• MASSIVE ADD TO CART BUTTON
• Related Products
• Reviews
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Schema Mark-up: Structured Data
Marking up for the wrong
thing can negatively impact
CTR.
Schema.org Markup
• 30% increase in traffic with rich snippets
• Indicates the health of a site
• Takes up more space on search
Rich Snippets
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Speed
…unless you building websites. Then Speed is EVERYTHING!
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Speed (Rated Top Ranking Metric)
“For every 100ms increase in load time of Amazon.com sales
decreased by 1%” (Kohavi and Longbotham 2007)
Pingdom Speed Test
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Duplicate Content: Canonicalization (‘original’)
<link rel="canonical" href=“www.myshop.com/category/product" />
• Tells Google that the page is a duplicate version of another page.
• Passes Authority to the original page
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Secure HTTPS: Better for the user / Better for Google
“We encourage all website
owners to switch from HTTP
to HTTPS to keep everyone
safe on the web.” - Google
“We're starting to use HTTPS as a ranking signal.” - Google
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Off-Page Signals
Just get people talking about you on RELEVANT platforms.
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#1 Tip from Google’s Matt Cutts…….???
Gillian Meier & Matt Cutts (Head of Google’s Web Spam Team) at SMX’14, Seattle
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Mobile Friendly: You have no choice!
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Final Thoughts
• Start with the basics and keep at it.
• Never Stop – SEO is an on-going process.
• Always focus on your users first.
• Make sure your website is better than the rest.
• Test, test, test!
• Keep tabs on the latest trends.
• Enlist the help of Professionals.
© Copyright of Blue Magnet Digital 19Twitter: @GillianMeier
Gillian Meier
CEO | Blue Magnet Digital Solutions
Email: Gillian@bluemagnet.co.za
Switchboard: 011 064 5694
LinkedIn: http://za.linkedin.com/in/gillianmeier
Twitter: @GillianMeier
Twitter: @BlueMagnetSA
Thank you
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