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Brock Murray, COO, seoplus+@SEOBrock
SEO & ANALYTICS TRAINING
ABOUT BROCK MURRAY
• Started as a web designer in 2002
• Established seoplus+ in 2012
• Clients: Orbcomm, JNCO, Boy Meets Girl
• Teacher: Camp Tech | Advisor: Invest Ottawa
• Contributor:
AGENDA• SEO
• ON-SITE OPTIMIZATIONS• OFF-SITE ACTIVITIES• RECOMMENDED TOOLS
• GOOGLE ANALYTICS• MY FAVOURITE SHOPIFY APPS• Q & A
ON-SITE OPTIMIZATIONS
• THEME SPEED & OPTIMIZATION TIPS• SCHEMA MARKUP FOR PRODUCTS & REVIEWS• CONTENT BEST PRACTICES• IMAGE TAGGING• VIDEO EMBEDS (YOUTUBE)
THEME SPEED
• CHOOSE A FAST LOADING THEME FROM THE BEGINNING (USE GTMETRIX TO CHECK)
• YOUR PAGE LOAD TIME SHOULD BE LESS THAN 3 SECONDS
ON-SITE OPTIMIZATIONS
THEME OPTIMIZATION TIPS
• REMOVE JAVASCRIPT CAROUSELS (REPLACE WITH OPTIMIZED IMAGE)
• COMPRESS IMAGES (MINIFIER)• ENSURE CSS IS CLEAN AND SIMPLE• AVOID APP OVERLOAD
ON-SITE OPTIMIZATIONS
WHAT IS STRUCTURED DATA MARKUP?• STRUCTURED MARKUP IS A PIECE OF HTML CODE ON YOUR PAGE THAT'S
ORGANIZED (STRUCTURED) IN SUCH A WAY THAT IT GIVES SEARCH ENGINES ADDITIONAL INFORMATION ABOUT YOUR CONTENT.
• A RICH SNIPPET IS THE REPRESENTATION OF YOUR MARKED-UP INFORMATION IN SEARCH RESULTS. SO, IF STRUCTURED MARKUP IS A PIECE OF CODE, THEN A RICH SNIPPET IS THE VISUAL PART OF THAT CODE DISPLAYED ON GOOGLE.
ON-SITE OPTIMIZATIONS
SOURCE: WEBMEUP.COM
TYPES OF SCHEMA
• PRODUCT NAME & PRICE• PRODUCT AVAILABILITY• REVIEWS & RATINGS• OFFERS• IMAGES AND VIDEOS
ON-SITE OPTIMIZATIONS
TYPES OF SCHEMA - PRODUCTS
ON-SITE OPTIMIZATIONS
STRUCTURED MARKUP
RICH SNIPPET
TYPES OF SCHEMA - REVIEWS
ON-SITE OPTIMIZATIONS
RECOMMENDED APP: PRODUCT REVIEWS
TYPES OF SCHEMA - OFFERS
ON-SITE OPTIMIZATIONS
STRUCTURED MARKUP
RICH SNIPPET
CONTENT BEST PRACTICES
• PRODUCT PAGE• BLOG PAGE
ON-SITE OPTIMIZATIONS
PRODUCT PAGE - BEST PRACTICES
ON-SITE OPTIMIZATIONS
SOURCE: BACKLINKO.COM
CREATING AUTHORITATIVE CONTENT
ON-SITE OPTIMIZATIONS
BLOGGING - BEST PRACTICES
• USE BACKLINKO’S “SKYSCRAPER TECHNIQUE”• BE THOROUGH (IE 1,000+ WORDS) • CREATE UP-TO-DATE CONTENT• SHARE USING SOCIAL & OUTREACH
ON-SITE OPTIMIZATIONS
IMAGES – SEO TIPS
• USE PRODUCT NAME IN THE FILENAME• OPTIMIZE YOUR IMAGE ALT TAGS
ON-SITE OPTIMIZATIONS
USE KEYWORD-RICH FILENAMEGOOD:2016-FORD-MUSTANG-LX-RED.JPG
BAD:DCM84730.JPG
ON-SITE OPTIMIZATIONS
OPTIMIZE IMAGE ALT TAGS
ON-SITE OPTIMIZATIONS
VIDEO EMBEDS
• YOUTUBE IS 2ND LARGEST SEARCH ENGINE IN WORLD• UPLOAD PRODUCT VIDEOS TO YOUTUBE
• EMBED ON PRODUCT PAGES• EMBED ON RELEVANT BLOG POSTS
ON-SITE OPTIMIZATIONS
BREAKBREAK
OFF-SITE ACTIVITIES• BACKLINKS
• BEST PRACTICES & CASE STUDIES
• SOCIAL• FACEBOOK/INSTAGRAM ADS
• PAID SEARCH• GOOGLE ADWORDS/REMARKETING/SHOPPING
• GOOGLE MY BUSINESS
BACKLINKS
OFF-SITE ACTIVITIES
LINK BUILDING TACTICS
OFF-SITE ACTIVITIES
SIMPLE LINK BUILDING TACTICS
• DIGITAL PR/OUTREACH• GUEST BLOGGING (YES IT’S STILL VERY EFFECTIVE)• INFLUENCER MARKETING• LEVERAGE PARTNERSHIPS / RELATIONSHIPS• GIVE TESTIMONIALS (LOTS OF HOMEPAGE LINK OPPS!)
OFF-SITE ACTIVITIES
DIGITAL PR EXAMPLENineties Cult Brand Revives With New Tech
OFF-SITE ACTIVITIES
SOURCE: HTTP://WWW.SMBRETAIL.COM/NINETIES-CULT-BRAND-REVIVES-WITH-NEW-TECH/
PAID SOCIAL
OFF-SITE ACTIVITIES
FACEBOOK ADSOFF-SITE ACTIVITIES
SOURCE: CLOUDINCOME.COM
FACEBOOK ADSOFF-SITE ACTIVITIES
SOURCE: SHOPIFY APPS – RETARGETAPP
PAID SEARCH
OFF-SITE ACTIVITIES
OFF-SITE ACTIVITIES
GOOGLE NETWORK
OFF-SITE ACTIVITIES
GOOGLE SEARCH
• Text Ads Only• Show up for keywords (ability to do keyword research inthe AdWords platform)
OFF-SITE ACTIVITIES
GOOGLE DISPLAY NETWORK
• Rich media (banner/flash)• Text Ads• Video Ads (YouTube)• Google Shopping
OFF-SITE ACTIVITIES
• Easily measurable (conversion tracking)• Purchases• Form Submissions• Calls
• Combine with Google Analytics for optimal tracking
WHY ADWORDS?
OFF-SITE ACTIVITIES
• Keywords• Interests• Location• Demographics• Frequency• Device Targeting• Set a Daily Budget
ADWORDS TARGETING OPTIONS
OFF-SITE ACTIVITIES
• Auction based on “AdRank”• AdRank is calculated based on max CPC and Quality Score
• Landing Page Structure• Historical and predicted click-through rate• Relevance of the ad text• Use of ad extensions• Various user metrics
HOW IT WORKS
OFF-SITE ACTIVITIES
AUCTION
OFF-SITE ACTIVITIES
• Organize campaigns and AdGroups properly from the beginning!
• Use 10-15 Keywords per AdGroup• Use 2-3 ads per AdGroup• Be unique! Strong call-to-action in ad text• Use professionally designed banner ads/video for best results
ADWORDS SEARCH - BEST PRACTICES
OFF-SITE ACTIVITIES
BREAKBREAK
RECOMMENDED TOOLS
• SEMRUSH(SITE AUDIT, KEYWORD DATABASE, POSITION TRACKING)
• MAJESTIC(LINK ANALYSIS TOOL)
RECOMMENDED TOOLS
RECOMMENDED TOOLS
RECOMMENDED TOOLS
GOOGLE ANALYTICS
• SUMMARY OF GA / HOW TO SETUP IN SHOPIFY• LINKING GA TO SEARCH CONSOLE• VIEWING TRAFFIC SOURCES• SETTING UP GOALS• HOW TO CREATE REPORTS AND DASHBOARDS
• Sessions• Pages/Session• Bounce Rate• Avg. Session Duration• Conversion Rate
BASIC METRICS YOU NEED TO KNOW
GOOGLE ANALYTICS
The conversion rate is the percentage of userswho complete a desired action.
CONVERSION RATE
GOOGLE ANALYTICS
INSTALLING YOUR TRACKING CODE
GOOGLE ANALYTICS
HIGHLY RECOMMENDED!GOOGLE ANALYTICS
HIGHLY RECOMMENDED!GOOGLE ANALYTICS
FAVOURITE SHOPIFY APPS
• RECEIPTFUL• ALT TEXT (AUTOMATED ALT TEXT)• MINIFIER – IMAGE AND WEBSITE OPTIMIZATION• GOOGLE SHOPPING
RECEIPTFUL
• Send beautiful and engaging e-mail receipts that become a marketing opportunity.
• Include targeted upsells and product recommendations that re-engages your customers immediately after purchase.
• Modify your receipts without having to touch any code.
RECEIPTFUL
ALT TEXTALT Text dynamically generates alternative text for products with a single click. Stores can string together small snippets of code to create SEO-friendly alternate text for their product imagery. Just assemble the text together.
As an example:{Product Name} - {Product Category} - {Store Name}.
MINIFIER
• Optimize Your Images File Sizes, Alt Tags and Filenames• Dramatically Improve Your Website’s Load Time• Improve Your Search Engine Ranking
MINIFIER
GOOGLE SHOPPING
• Connect with Google Merchant Center• Automatically sync your store with Google Merchant Center• Sync all of your products or only a collection
Q & AQ & A