eCommerce SEOThe top 10 mistakes most store owners make.

@davidjenyns

Master plan.

• How Google works?

• Top 10 eCommerce mistakes

• Authority Content strategy

Keywords Links

Crawl Rankings

SEO in 2004

Great SEO isn’t just about SEO.

Image source: Rand Fishkin - moz.com

• Penguin

• Panda

• Hummingbird

Keywords

Links Crawl

Rankings

SEO in 2014 Social

Content

Design & UX

Speed

Accessibility Email

Press & PR CX

Webspam Mobile

Internationalization Localization

Great SEO isn’t just about SEO.

Image source: Rand Fishkin - moz.com

Over simplication.

How it works…

Links• About

ContactPrivacy Policy

• Quality content Text-to-page ratio No duplicate

• 404 errors

• Social Engagement

• Site Speed (< 4 secs)

• Bounce Rate (< 55%)

• Time on Site (> 2:00)

• Pages per visit (> 2)

• Anchor text variation

• Link distribution

• Linking domain trustworthiness

• Linking domain variety

• Link velocity

X = RankingScore

SiteQuality

UserExperience

X

Example: 50 x 40 x 90 = 180,000

Site Quality x User Experience x Links = Ranking Score

• Example #150 x 40 x 90 = 180,000 (Ranking position #5)

• Example #2 -90 x 80 x 30 = 216,000 (Ranking position #1 with less links)

The good news.

Top 10 eCommerce Mistakes

https://support.google.com/webmasters/

Analytics

#1. Crawl issues

Fix “Not Found” errors.

#2. Duplicate content.

Multiple paths.

h"p://www.birth.com.au/Early-­‐pregnancy/Physical-­‐changes-­‐during-­‐early-­‐pregnancy.aspx?p=1  h"p://www.birth.com.au/Early-­‐pregnancy/Physical-­‐changes-­‐during-­‐early-­‐pregnancy?p=1  h"p://www.birth.com.au/Early-­‐pregnancy/Physical-­‐changes-­‐during-­‐early-­‐pregnancy.aspx?view=full  h"p://www.birth.com.au/Early-­‐pregnancy/Physical-­‐changes-­‐during-­‐early-­‐pregnancy?Page=3  h"p://www.birth.com.au/early-­‐pregnancy/physical-­‐changes-­‐during-­‐early-­‐pregnancy  h"p://www.birth.com.au/Early-­‐pregnancy/Physical-­‐changes-­‐during-­‐early-­‐pregnancy.aspx?Page=1  h"p://www.birth.com.au/early-­‐pregnancy/physical-­‐changes-­‐during-­‐early-­‐pregnancy?p=1  h"p://www.birth.com.au/Early-­‐pregnancy/Physical-­‐changes-­‐during-­‐early-­‐pregnancy-­‐1  h"p://www.birth.com.au/Early-­‐pregnancy/Physical-­‐changes-­‐during-­‐early-­‐pregnancy?view=full&p=3  h"p://www.birth.com.au/early-­‐pregnancy/physical-­‐changes-­‐during-­‐early-­‐pregnancy.aspx?view=full

Canonicalise to the master.

Non-complete titles/descriptions.

#3. Poor Onpage SEO

At minimum…

• To be user focused

• Unique title and description

• Unique body content (150 words)

What’s good onpage SEO?

Keyword master list.

• Your names / brands / products

• Predictive & related searches

• Analytics & site searches

• URL

• Title Tag

• Meta Description

• Body Content

The twins hack…

• Title Tag: Quality, Affordable <insert product name>.

• Meta-Description: If you’re looking for <insert product name> and want to check out our quality range of <insert category> - click here

• Product Description: Must be unique.

#4. Not mobile responsive.

Site speed.

https://developers.google.com/speed/pagespeed/insights/

#5. No rich snippets.

Google’s plan.

#6. Low engagement.

• Site Speed (< 4 secs)

• Bounce Rate (< 55%)

• Time on Site (> 2:00)

• Pages per visit (> 2)

A few ideas.

• Quality descriptions

• Add videos

• Clients who also viewed also viewed

• Reviews

• Using internal links in descriptions

#7. No content strategy.

What is authority content ?“The act of consistently creating and distributing helpful information and stories to gain the attention, engage and influence a clearly defined audience with the objective being to identify those who would benefit from your products / services.”

- David Jenyns

Helpful.

Video is the secret.

#8. No link buildingstrategy.

Your social.

AuthorityContent.com

#9. Not data driven.

Setup eCommerce tracking.

Most trafficed pages.

Driving sales but not #1.

Highest bounce rate.

Use internal search.

Google’s (not provided) hack.blog.kissmetrics.com/unlock-keyword-not-provided/

#10. Not consistent!

Recap top 10• #1. Crawl issues

• #2. Duplicate content

• #3. Poor onpage SEO

• #4. Not mobile responsive

• #5. No rich snippets

• #6. Low engagement

• #7. No content strategy

• #8. No link building strategy

• #9. Not data driven.

• #10. Not consistent

How do you stack up?

• Get us to audit and review.

melbourneSEOservices.com