Shopify online marketing expert session #3

How to get traffic and increase sales for your

Shopify store

Jan 30th, 2013 – online marketing session for Shopify business owners – webinar #3

About Promodo

Speaker

Anna Korolekh

Marketing manager and, in past, an SEO consultant at Promodo. Anna started her career in online marketing in 2007 from content-writing, later she was employed for the UK company Bullseyemedia as a link-building specialist and finally came to Promodo in 2011. As an SEO consultant Anna has worked with large sites of the following niche: gambling, dating, travel, ecommerce. Anna is a certified Google Analytics individual and a regular contributor to Promodo and external blogs, also a regular speaker at the webinars. Currently Anna manages and oversees all marketing activities of Promodo in the English-speaking markets: SEM, SEO, social media, content marketing, email marketing, events.

Before we get started

Keywords:

Keyword research:

Copy and paste your ideas into Google Keyword Planner, add ideas using Google ”Searches related to”, Ubersuggest tool and check their search volume

+ check and consider your successful competitors keywords (SemRush)

Cleanse the list – remove too broad, too competitive (use SEO Quake or MOZ plugin) queries

Define your target audience and brainstorm for the keywords

Keyword research:

Keyword research:

Site structure & Indexation:

Site structure:• Easy to navigate, intuitive

for users

• Logical hierarchy for the search bots

• Smart link juice flow

Common Shopify structure issues:

A better Shopify structure:

How to fix it easily:

Indexation & duplicate content:

• Redirects and server response codes

• Sitemaps• XML• HTML

{% if page_title contains 'Whatever' %}<meta name="robots" content="noindex, follow, noarchive">{% endif %}

Indexation & duplicate content:

• Links in Java or images

Indexation & duplicate content:

Indexation & duplicate content: • Links in Java or images

Indexation & duplicate content:

Indexation & duplicate content: • Overcomplicated site structure, “dead ends”

Indexation & duplicate content: • No “Speaking” URLs

http://someshop.com/collection/things/products/2756-825417

Indexation & duplicate content: • Rel=“canonical”

• Pagination: rel=”next” & rel=”prev”

Navigation - breadcrumbs: http://docs.shopify.com/support/your-website/navigation/creating-a-breadcrumb-navigation

Navigation - breadcrumbs:

Website structure & Indexation:

Pingdom Tools

Google Speed Insights

Website structure & Indexation:

Content:

Snippets (titles & descriptions):

Use your keywords in the title, but never stuff more then two repetitions of one and the same keyword and don’t stuff too many keywords – test how it’s going to look like!

Put the most important key phrase at the beginning and close the title with your brand

Make sure your titles give a clear idea of what the page is about

Visible part is 512 pixels long!http://seo-website-designer.com/Google-SERP-Emulator

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Rich product snippetshttps://support.google.com/webmasters/answer/146750?hl=en

Better CTR in organic traffic

Snippets for Breadcrumbs, products, videos

Use schema.org

https://github.com/Shopify/skeleton-theme/blob/master/templates/product.liquid

Content: Each page should have a unique piece of text content (at least 300 words) even the product pages!

Content: Optimize the pages’ text:•use h1, h2 headings, wrap your keywords into h1’s and h2’s•use your keywords in the page body•link to relevant pages from the text using keywords as anchor texts

Make use of user-generated content: reviews, comments Reviewme.comYotPo.com

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Create your blog – Google+Create your blog ASAP

3-6 articles per month

Use Google+ authority

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Alt/title - optimize images

Traffic from Image search

Option to be on 1st page

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Content

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Content

Links:

Internal linking:• Link to the most

important for SEO pages

• Link using keywords in the anchor text

• Link from the text

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Link earningContent marketing

Infographics

Forums/blog posts

ahrefs.com

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Risky practices

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Risky practices

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Risky practices

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Risky practices

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Risky practices

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Links

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Links

Analytics:

Analytics: Make sure you have installed a unique Google Analytics tracking code without any bugshttps://chrome.google.com/webstore/detail/tag-assistant-by-google/kejbdjndbnbjgmefkgdddjlbokphdefk?hl=en

Google Webmaster Tools

Analytics:

Analytics:

Analytics:

Analytics:

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Social channels

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Video for productsBetter conversions

Traffic from video channels

Its free. Easy. Use youtube.com

Analytics & Social:

Analytics & Social:

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Other channels: product feeds

Product listing ads Google

Thefind.com / shopping.com

Forums/blog posts

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Other channels: coupons - deals

Coupons sites

Daily deals

Discounters

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Remarketing

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Case study

Let’s sum it up:• Think of SEO before you build your website (and in the

process and after :)• Create sitemaps, mind internal linking patterns• Don’t be lazy – create unique titles and descriptions for

your products, optimize your site’s content• Pay attention to analytics, set up correct tracking and

monitor it• Don’t put all the eggs in one basket – don’t rely solely on

Google organic traffic• Do content marketing• Try to be everywhere your target audience is

Free online marketing auditWe would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts.

- Quick usability audit of the existing site;- Quick SEO audit and review of existing analytics;- Audit of PPC campaigns;- Technical audit;- Best practices of conversion rate optimization;- General online marketing strategy insights.

Free online marketing audit

Thank you for your attention!

Anna KorolekhMarketing manager at Promodo

e-mail: a.moseva@promodo.comSkype: ann.moseva

Promodo.com/blogTwitter.com/promodo_enFacebook.com/promodo

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