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eCommerce SEOImproving Your Search Rankings in
a Post-Panda World
Ethan Giffin, CEOGroove Commerce
July 2012
July 2012 2
OUR HOST & PANELIST
Ethan GiffinCEO
Groove Commerce
Panelist
Mack McGeeVP Sales & Marketing
Groove Commerce
Host
Webinar | Magento SEOWebinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World
3July 2012
ABOUT GROOVE COMMERCE
Our goal is to bridge the gap between marketing and technology and deliver a user-friendly, high converting product to each one of our clients.
Services include:• eCommerce Website Design
• Magento Development & Integration
• Social Media Marketing
• Pay Per Click (PPC) Management
• Search Engine Optimization (SEO)
• eCommerce Site Analysis
• Conversion Consulting
2400 Boston Street, Suite 320, Baltimore, Maryland 21224
www.groovecommerce.com800.564.9826@GrooveCommerce
Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World
• Review Google’s Panda & Penguin Update
• Groove’s 8 Step SEO Audit Process
• Where & How You Can Assess Your Site
• Plenty of Question & Answer Time
• Chance to Win a Free Site Consultation!
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 4
TODAY’S AGENDA
Poll #1
Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 5July 2012
What is SEO?
July 2012 6Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 7
NO MORE STINKIN’ BLACK BOXES!
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 8
ANATOMY OF THE SERP
Paid Ads(PPC)
Paid Ads(PPC)
Organic Results(SEO)
Search Query = Keyword
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 9
ELEMENTS OF SEO
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 10
SEO TACTICS
The Game Has Changed
Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 11July 2012
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 12
CHANGING LANDSCAPE
1994Yahoo! Directory
Launches
1994Webcrawler, the
First Full Text Index Launches
1997Cloaking &
MetaTag Spam Become Popular
1998Google, DMOZ, &
GoTo Launch
1999Danny Sullivan Moderates First SEO Conference
2002Adwords
Launches as PPC Platform
2000 -2007$$$
The Golden Years…
2008Google Release “Brand Update”
2009Google Tests “Caffeine”
2010Google Negative Reviews Update
2011Google Panda
Update
2012Google Penguin
Update
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 13
Engagement
• How long do people spend on the site?
• What is the bounce Rate?
Inbound Links
• Which sites link back to the site?
• How many are there?
Coding
• How clean is coding?
• Are there hidden links
Content
• Is the content in-depth?
• Is it high quality & unique?
Design
• How do people experience the site?
• Do people trust the site?
HERE COMES THE “PANDA”…
Duplicate ContentPoor Content
Low Quality/High Volume LinksHigh Ad Ratio
Content Farms
Feb2011
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 14
Engagement
• How long do people spend on the site?
• What is the bounce Rate?
Inbound Links
• Which sites link back to the site?
• How many are there?
Coding
• How clean is coding?
• Are there hidden links
Content
• Is the content in-depth?
• Is it high quality & unique?
Design
• How do people experience the site?
• Do people trust the site?
BAM! AND THEN “PENGUIN”???
Death to Web Spam…Non-Organic LinksBoilerplate TextKeyword StuffingFresh Content/News
April2012
Poll #2
Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 15July 2012
1. Review Current Keyword List2. Top revenue generating keywords3. Top revenue generating landing pages4. Perform Baseline Rank Check5. Deep Crawl & Architecture Review6. Review On-Page Optimization7. Inbound Link Analysis8. Content & Social Review
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 16
GROOVE’S 8 STEP SEO AUDIT
Crawl Review
Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 17July 2012
• Crawl Errors
• 404 / 500 Site Errors
• Duplicate Content (internal)
• Unessential Indexed Pages
• Spider Traps / Query Parameters
• Percentage of Quality Pages vs Non
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 18
WHAT TO LOOK FOR
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 19
WEBMASTER TOOLS
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 20
WEBMASTER TOOLS
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 21
WEBMASTER TOOLS
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 22
SCREAMING FROG SPIDER
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 23
FILTERED NAV / SPIDER TRAPS
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 24
SITE SPEED / PERFORMANCE
1. Can Sink Your SEO
2. Directly Affects Conversion Rate
3. Lowers Adwords Quality Score
4. Limits Ability to Diagnose Errors
5. Check Your Site with Pingdom & YSlow
• Quality Pages vs. Indexed Pages
• Is Site Speed Good?
• Do You Have a Proper Robots.txt?
• Bad Magento URL’s / Duplicate Content?
• Are You Using Canonical Tags
• Is There a Trailing Slash
• WWW vs. Non-WWW – Which Is It?
• Should You NoIndex, Follow Pages?
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 25
THINGS TO THINK ABOUT
Content / Social Review
Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 26July 2012
• Duplicate Content (external)
• User Generated Content
• Unique Page Titles, ALT Text & Meta Tags
• Social Signals
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 27
WHAT TO LOOK FOR
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 28
NO MANUFACTURERS’ DESCRIPTIONS!
"The Linksys E2000 offers selectable dual-band Wireless-N technology and extended range to provide wireless coverage throughout your home. Cisco Connect"
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 29
INDEXABLE REVIEWS
1. Awesome User Generated Content!
2. Don’t Use Power Reviews Express
3. Use Internal Review Engine if You Can Set Followup
4. If not, Use Power Reviews Standard or Non JS Based
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 30
CREATE SEXY BRAND PAGES
1. Panda Loves Brands
2. Outbrand the Brand!
3. Create Unique Content
4. Videos
5. Buyers Guides
6. Blogs
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 31
INTERNAL LINKING STRATEGY
1. Don’t Use View or More
2. Create Links to Other Products within Descriptions
3. Create Links Within Category Descriptions
4. Don’t Repeat the Same Navigation on All Pages
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World
SOCIAL EMBEDS
32
• According to Facebook, people who click the “Like” button on external sites have 2.4x the number of friends than the average Facebook user, and click on 5.3x more external links, so ensuring you connect with these word-of-mouth advocates is not just a nice-to-have, it’s a must-have.
July 2011 July Webinar | Getting Social with Magento
THE POWER OF ‘LIKE’
July 2011 July Webinar | Getting Social with Magento
DEATH BY SHARE BUTTON!
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World
YOUTUBE GALLERY IN ADMIN
35
Poll #3
Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 36July 2012
Link Analysis
Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 37July 2012
• Build Natural Links
• Social Sharing
• Don’t Buy Links
• Google Webmaster Notifications
• No Russian Link Farms
• Don’t Stress if Your Doing Nothing Wrong
• How to Find Your Inbound Links?
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 38
INBOUND LINKS
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 39
SEOMOZ SITE EXPLORER
Poll #4
Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 40July 2012
• Too Little and You Don’t Get Results• Too Much and it Becomes Unhealthy• But Used Correctly…
• Jumpstart Your Online Presence• Increase Online Sales
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 41
WHY SEO IS LIKE CAFFEINE…
• Perform a Full Site Audit
• Begin to Develop Regular Fresh Content
• Increase Your Social Engagement
• Build Natural Links
• Monitor Changes on a Ongoing Basis
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 42
YOUR NEXT STEPS
July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 43
THANK YOU!
Please join us on August 16th
for our next webinar:
Christmas in August:How to Maximize Your Holiday Revenue
www.groovecommerce.com/webinar/
Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda WorldJuly 2012 44