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Presentation slides from the Miva Merchant/Altruik Webinar on Friday, November 11th: Increasing Organic Search And Conversions For The Holidays
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ALTRUIK – Product PriorityPage 2
Agenda
Challenges with On Page SEO
Altruik’s SEO Module: Product Priority
A Miva Customer Case Study: Helmet City
SEO for the Holidays
ALTRUIK – Product PriorityPage 3
Agenda
Challenges with On Page SEO
Altruik’s SEO Module: Product Priority
A Miva Customer Case Study: Helmet City
SEO for the Holidays
ALTRUIK – Product PriorityPage 4
Home Page
Categories
Products
Home Page
Categories
Product Pages
Easily Managed Manually
Difficult to Manage Manually
Impossible to Manage Manually
One
Many
Thousands
Search Engine Optimization is nearly impossible to manage well at scale
The Problem with Managing SEO for eCommerce
ALTRUIK – Product Priority
Managing Product Churn
Page 5
Home Page
Categories
Product churn multiplies product optimization challenges
Products
ALTRUIK – Product Priority
Optimizing Every Page of Your Site
Page 6
Does myFacetedNavigationSolution create “spider
traps”?
Are myURLsSearchEngineFriendly
?
Can the botsget to all of my pagesefficiently?
Are the titles,H1s, and meta
descriptions,
optimized for the
best keywords?
On-Page optimization of an entire site is time consuming & challenging
ALTRUIK – Product Priority
Pages are hard to find and search snippets are not compelling
Before Altruik
Page 7
Result (before): Organic Search Listings are Under-Performing
ALTRUIK – Product PriorityPage 8
After Altruik
Visible product page results and more compelling “ads”
Altruik Result (after): Higher Revenue from Organic Search
ALTRUIK – Product PriorityPage 9
Agenda
Challenges with On Page SEO
Altruik’s SEO Module: Product Priority
A Miva Customer Case Study: Helmet City
SEO for the Holidays
ALTRUIK – Product Priority
Altruik’s Product Priority Module
Page 10
Automated Technology Platform
Optimize Entire Website for Organic Search
Ongoing Implementation & Optimization
Unlock New Revenue Opportunity
ALTRUIK – Product Priority
An Automated Platform
Page 11
ResolveFacetedNavigatio
nIssues
SearchFriendlyURLs
Elevate Deep
Pages within
the site
Optimized
H1s
We use automation to continuously optimize your product pages
Optimized
Titles
ALTRUIK – Product Priority
Product Priority: SEO Module for Miva Merchant Customers
Page 12
On Page Content Optimization
Site Architecture Optimization
Search Engine Friendly URLs
XML Sitemap Generation
Page Speed Optimization
Stale & Missing Content Correction
Product Priority Feature Set Basic Pro
Testing Module
ALTRUIK – Product Priority
Search BehaviorSite Behavior
Categories
Product Pages
Interest (More Targeted Terms)
Action (Purchase Terms)
Browser
Buyer
Browser
Buyer
Page 13
The Opportunity: Optimization for Intent Based Searches
ALTRUIK – Product Priority
“pink motorcyc
le helmets”
“pink shoei
multitec helmet”
“motorcycle
helmets”
“helmets”
Conversion Rate
Researcher Buyer
Page 14
Home Page Product Pages
ROI is Simple: Searchers w/ detailed queries convert at higher rates
Conversion Rate
Categories
ALTRUIK – Product PriorityPage 15
Agenda
Challenges with On Page SEO
Altruik’s SEO Module: Product Priority
A Miva Customer Case Study: Helmet City
SEO for the Holidays
ALTRUIK – Product Priority
A Miva Merchant Case Study: Helmet City
Page 16
The Challenge:
o Grow Revenue from Organic Search at a positive ROI
o Maximize Revenue from Each Category and Product Page
o Increase the Page Speed of Site
The Results:
44% Revenue Lift
ALTRUIK – Product Priority
How did our module do it?
Page 17
On Page Optimizations
Site Architecture Corrections
On Page Testing
Page Speed Optimizations
ALTRUIK – Product Priority
On Page Optimizations - Results
Page 18
Long tail keywords drive more qualified buyers
79%
# of Keywords
Driving Revenue:
Altruik
Example Total Impact
ALTRUIK – Product Priority
Site Architecture Optimization
Page 19
Duplicate Content from multiple testing variations diluted external link power
http://www.helmetcity.com
http://www.helmetcity.com/index.php
http://www.helmetcity.com/index-nd.php
65%
Revenue toHome Page:
ALTRUIK – Product Priority
Testing (A Product Priority Pro Feature)
Page 20
Finding the right title combination can have huge rewards, but is not always obvious
Title Before: Pink Helmets | Helmet City Title After: Motorcycle Helmets By Color: Pink| Helmet City
89%
Increase inVisits:
ALTRUIK – Product Priority
Page Speed
Page 21
Before: 8.277s After: 3.910s
http://www.webpagetest.org/result/110707_44_10GTV/1/details/
http://www.webpagetest.org/result/110429_2Q_GRAF/1/details/
Our Page Speed feature increased download time by 53%
53%
Page Speed: 9%Site Wide Conversions:
ALTRUIK – Product Priority
A Client’s Perspective
Page 22
John Uyeyama: CEO, HelmetCity.com
ALTRUIK – Product PriorityPage 23
Agenda
Challenges with On Page SEO
Altruik’s SEO Module: Product Priority
A Miva Customer Case Study: Helmet City
SEO for the Holidays
ALTRUIK – Product Priority
6 Tips To Help Your SEO for the Holidays
Page 24
1. Audit Time – dig into those log files for broken links & 404s well before Black Friday
2. Internal Links - switch around internal links for Holiday Best Sellers What sold last year during the holidays that can be
better promoted on the site this year – this helps SEO too!
3. Create a “Gift Ideas” Page & Link to it from Home Page, Facebook & Twitter
4. Avoid any Link Building – there’s no time!
5. Coordinate Meta Descriptions with Holiday Offers and add a Call-to-Action “Motorcycle Gift Ideas from Helmet City.com. Free 2
Day Shipping and Free Returns until December 15th! Call 1-888-343-5638”
6. Keep a list of all changes and make sure to revert in January!
