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Tailoring Product Pagesfor SEO & Shopping Feeds Success
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Welcome!Meet the Webinar Team
Adam KirschShopping Feeds Specialist
Kavi KardosSEO Specialist
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The Agenda for this Webinar
● Why product pages matter
● Overview of SEO and Shopping Feeds
● How keywords work in search
● Product page optimization breakdown
● Useful resources
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Why Product Pages Matter
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Why Product Pages Matter
● Best place to inform customers about your products
● Closest page to completing a purchaseo Traffic is more qualified
● Feeds send traffic directly to these landing pages
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SEO & Shopping Feeds Overview
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What is SEO?
● Strategies designed to place a website in organic search results
● Caters to search engines’ algorithms
● Signals that a page is relevant to search phrases
● Mix of technical and creative skills
● Not about “gaming” the search engines
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What are Shopping Feeds?
● Paid search campaign (Cost-Per-Click)
● Google and other custom engineso Amazon
o Bing
o Shopping.com
o Shopzilla
● Displays ads of individual products,
highlighting image and price
● Used for comparison shopping
● Quick way to bring high-quality traffic to
your site
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How SEO & Shopping Feeds Work TogetherSearch engines are encouraged to look at the front and back of your site at the same time
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Keywords & Search
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What are Your Customers Searching For?
● What are they typing into Google?
● Consider your audience
● Your industry/product expertise is key
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What are Your Customers Searching For?
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What are Your Customers Searching For?
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What are Your Customers Searching For?
● Informational vs. descriptive keywords
● Consider site taxonomy/product variations
● Front-loading information
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Product Optimization
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✔ Title Tag
✔ Product Name
✔ Photo
✔ Meta Tag Description
Where to focus your efforts and how
Product Optimization Breakdown
✔ Product Description
✔ Photo Alt Text
✔ Product URL Text
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Title TagOr “Meta Tag Title” in Volusion
● Tells search engines what page is about
● Should contain most important keywords for that page
● Keep to around 70 characters
● For Shopping Feeds, not as important
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Meta Description Or “Meta Tag Description” in Volusion
● Doesn’t influence search ranking, but does influence human clickthrough
● Should contain compelling marketing messages
● Keep to around 156 characters (can vary) - www.serpsimulator.com
● Keyword placement doesn’t matter, but keep clickthrough in mind
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Product Description
● Signals keyword relevancy to search engines
● Should be unique, not duplicate content
● Any info necessary to make a purchase should be here
● Include a call to action
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Product Description
● Activate customer reviews
● Do not mention free shipping in the product title or description
● For Shopping Feeds, avoid usingspecial characters if possible.
● Use <h1> tags
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● Feeds won’t accept a product without an image
● Your product’s first impression
● Multiple images/images with context can help conversion
● No watermarks
● White background
Product PhotoG
OO
D
BA
D
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● Optimizes/describes the product image
● Can be the same as the product name or Title Tag
Photo Alt Text
GOOD BAD
red hat with bow and lace for dogs Hat 1
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Product URL Text
● Should be descriptive, but not too long
● Don’t capitalize words
● Don’t add underscores or dashes - Volusion software does this for you
● Can add tracking to the end of the url to track performance
Volusion KB article: http://support.volusion.com/article/roi-trackingGoogle Help: https://support.google.com/analytics/answer/1033867?hl=en
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GOOD
Product Name
● Use natural keywords when possible
● Include appropriate nouns, not just product names
● If relevant, include part or model numbers
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Product Name - Rules to Follow
● Highly specific rules for shopping feeds
● Avoid special characters if possible, but if you have to, use html codes
● Do not use ALL CAPITAL LETTERS or excessive punctuation!!!!!
● Use proper spelling and grammar
● Do not advertise special promotions like BOGO, % discount or free shipping -
this is not the place for it
BAD
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Meta KeywordsOr “Meta Tag Keywords” in Volusion
● Used to be Google’s thing
● Not important for SEO or Feeds
● Don’t waste time inputting these!
o Could give hints to competitors
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What Matters Most?
SEO:
● Title Tag
● Product description
● Meta Description
Shopping Feeds:
● Product name and description
● Product image
● Product price, shipping and tax
information
● Promotional text in correct places
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Resources
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Useful Resources
● AdWords Keyword tools
● Google Trends / Google’s suggested search terms
● Google Analytics
● Google / Bing Webmaster Tools
● Volusion blogs and webinarso Creating Marketing-Friendly Product Names
o Volusion Webinars
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Q & A Questions about Product Optimization
Interested in working with our Feeds or SEO Teams?Call 1-888-750-3996
