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BRENNAN HEYDE
ON PAGE SEO & MIVA MERCHANT
OverviewHow to structure your pages for maximum SEO
Creating Great Product Content
Leveraging User Generated Content to boost your on page content
Ensuring Your Site is Optimized for Mobile
Top 3 Action Items To Take Home
Understanding SEO WHAT IS SEO?
Think Like A Search EngineWhat Does Google Want to show its users?
• The best site available for what they are searching for
• FAST
• Great user experience
• Relevant content / products
• Mobile/Tablet Optimized (Responsive)
SEO BASICS
On Page v.s Off Page SEOOn Page Search Engine Optimization
• Page Structure (HTML)
• URLS
• Site Content & Keywords
• Page Speed
• Mobile Optimized
Off Page Search Engine Optimization
• Links, Links, Links
• Domain Authority
• PageRank, Age
Page Titles• One of the most important on page elements
• Displayed on the Search Results Pages
• Unique, descriptive, contain keyword you’re trying to target
Meta Tags• Description & Keywords
• Focus on Description because it may be used in the search results pages
• <meta name="description" content="The most flexible & secure ecommerce software on the market. Build your online store today with shopping cart platform by Miva Merchant.”>
• Click Through Rate is a factor in your ranking
Canonical TagTells Google what is the “correct” URL to a page. Single line added to the page templates:
<link rel="canonical" href="http://www.mivamerchant.com/universe" />
Helps for:
• Pagination • Filters / Facets • Sorting Controls • Multiple links to the same product
Search Friendly LinksBest Practices:
• Use Your Keywords in the URL Structure
• Keep them human readable, short
Example:
• /category-name.html is better than /1716162.html
Product URLs
• Try not have category code in URL, However if you do make sure you are using the canonical tag to “pick” one.
Search Friendly LinksMiva’s URL Management
The Basics Still Matter• Page Title with Keywords
• Content with Keywords
• Canonical Tag
• Keywords in URLs
• Results: Indexed Page and generating traffic
Correct HTML Markup
• Use Proper HTML structure on your pages
• - H1, H2, H3
• - Move CSS / JavaScript to External Files
• - Crawl-able Navigation
This is easy and should be done by everyone
What is it?
An XML Sitemap tells google about each one of your pages, how often it changes and any new pages you may add.
Google Sitemap
Google Webmaster Tools• Great Free Tool (From Google) • Fix Crawl Errors, See Duplicate title tags
Page SpeedImportant Factor in Search Rankings
Page Speed is more important for an commerce store. Speed directly impacts conversion optimization
Every site in here has room for improvements in regards to page speed
Tools For Checking Page Speedhttps://developers.google.com/speed/pagespeed/insights/
CREATING GREAT
PRODUCT CONTENT
Content Is KingWriting Great Content is the single greatest thing you can do to help you sites rankings
How:
• Blog • Product Reviews • Videos • Unique Product Descriptions
PRODUCT DESCRIPTIONS• Your product descriptions should be sales copy to
sell your products.
• If possible do not use the manufactures description
• Use your product description to differentiate your products from your competitors
• Tell a story, evoke emotion, use keywords people would use to find that product
jbugs.com SEO Strategy•Our#1focuswastryingtomaketheuserexperiencebe:ertoincreaseoverallconversion•PutindustryprofessionalsInchargeofwri@ngProductSpecificandCategorySpecificcontent•Wewerespecificwithanyandalldimensionspossible,givingdetailonthelookandfeel,andinformingthecustomerofthematerialtheproductwasmadeofifnecessary.•Wri@ngexactdimensionsandproductspecificsisnotalwaysgoingtogetyourankedonGoogle,butitwillgetyouanewcustomer•Wealsousedhighlysearchedkeytermsinthepagecontentforproductsandcategoriesalike•WerealizedthatfocusingoureffortsonourcustomerswasmoreimportantthanfocusingonGoogleandothersearchengines
1 Year ResultsYearOverYear#s
-eCommerceConversionRateincreaseofabout16%
-BounceRatedecreaseofabout5%
-RevenueperPurchaseincreaseofover22%
-OrganicSessionsincreaseofalmost5%
How to Create Unique Product Descriptions
• Write it yourself - You know your products best
• Hire someone in house
• Outsource it: - fiverr.com
- craigslist.com
- freelancer.com
- odesk.com
• Focus on top 20% of products
BLOG
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USER GENERATED
CONTENT
Product Reviews• User Generated Content (and SEO copy) for your products
• Let your existing customers “convince” your potential customers your product is worth buying
• It is easy to setup and get started
• Combined with structured data tags (schema.org) allows you to display reviews in Search Engine Results Pages
• Check Out: PowerReviews, Shopper Approved, Bazzar Voice, Easy Reviews, Glendale Product Ratings
Pro Tip: Ask For Reviews• 14 to 30 days post purchase send an email asking
customers to review the products they purchased
• Very Effective
• Make it easy and automated
Sample Review Email
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Mobile Optimized
RESPONSIVE WEB DESIGN
“Mobilegeddon”• April 21, 2015 Google implemented algorithm
change that penalized sizes in Mobile Search Results if they were not optimized for a mobile device
• Google Wants to display the best site with the best experience to the customer
Tools to Check Your Site• https://www.google.com/webmasters/tools/mobile-
friendly/
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ACTION ITEMS
Action Items
• Fix URLs
• Canonical Meta Tag
• Google Sitemap
• 301 Redirects / 404s
1. Properly Structure Your Pages
Action Items2. Optimize Your Site For Speed
• Measure your current load times
• Optimize Images, Reduce asset load time
• Gzip Compression
• Utilize Caching
• Utilize Content Delivery Network (CDN)
Action Items
• Beat your competitors with better images and more detailed descriptions
• Utilize User Generated Content (Reviews)
• Become a industry expert in your field through blogging
3. Develop A Content Strategy
Additional Resources• http://moz.com/blog/perfecting-onpage-
optimization-for-ecommerce-websites
• Tools
• http://moz.com/
• http://www.semrush.com/
