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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: [email protected]: ann.moseva
Promodo.com/blogTwitter.com/promodo_enFacebook.com/promodo
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