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PRODUCT SEO AND WHY IT CAN FAILLINDA GROENDYKE, PRESIDENT AND FOUNDER
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WHAT’S COMING
Introduction and Basics Keyword Research Essential SEO Elements When this doesn’t work and what to do
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INTRODUCTION AND BASICS
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HOW MANY SEARCHES EACH MONTH IN THE UNITED STATES?
17 Billion
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POWER OF SEARCH ENGINES
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HOW TO ATTRACT SEARCH ENGINE AUDIENCE
Search Engine Marketing (SEM) helps increase visibility in Search Engine Results Pages (SERPs)
Two Methods: Organic Search Paid Search
ORGANIC SEARCH (SEO) V. PAID SEARCH (PPC)
Organic Results90% of Clicks
Paid Ad10% of Clicks
The image a Search Engine Results page or SERP. This page has several components.
In Orange are the Paid Search results. These are listing companies pay to have shown. These ads are set up to match selected Keywords.
In Blue are the Organic Search results. These are pages that Google has determined match the user’s query.
About 50% of search queries have no ads at
all
CORPORATE INFORMATION RESULT PAGE
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Corporate Profile
Social Accounts
Recent News
Stories
CORPORATE INFORMATION RESULT PAGE
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Corporate Profile
Social Accounts
Recent News
Stories
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PRODUCT RESULTS PAGE
PaidShoppin
g Results
SEARCH ENGINE SPIDERSCrawl through your website content and rank you on quality and connections
SEARCH ENGINE INDEXING
Title Tag: is the title of the web page shown for the results. This information is stored in the web code in <title> tags.Meta Description: is the phrase or words that describe the page. This information is stored in the web code in <meta description> tags.Page URL: is exact URL for the page – generally matches structure in CMS, but can generally be overwritten.
SEARCH ENGINE RESULTS ELEMENTSTitle TagPage URL
Meta Description
URL HierarchyTitle Tag
Meta Description
CMS FIELDS FOR SEO
URL Hierarchy
Title Tag
Meta Description
CMS FIELDS FOR SEO
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KEYWORD RESEARCH
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WHAT KEYWORDS SHOULD YOU USE?
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HOW TO FIND THE RIGHT KEYWORDS1.Look at What Your
Competitors are Doing
2.Research the Market with Google Search
3.Ask – Is it worth the effort?
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LOOK AT YOUR COMPETITORS
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FINDING THE RIGHT KEYWORDSKeyword Research Tools Google Keyword tool (need active
account), SEMRush Raven SEO Tools SpyFu Moz
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DON’T ASSUME YOU OWN THE WORD OR ACRONYM
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LOOKING FOR ATP
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FINDING THE RIGHT KEYWORDSKeyword Research Tools Google Keyword tool (need active
account), SEMRush Raven SEO Tools SpyFu Moz
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FINDING HOSE PRODUCTS
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REFINE WITH MODIFIERS
Industrial Hose Braided Hose
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GOOGLE KEYWORD TIPS
Deselect Broad and Phrase Match
Check Only Show Ideas Closely Related
Cover Terms and AcronymsPair terms with other
meanings with appropriate modifiers
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ESSENTIAL SEO ELEMENTS
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META INFORMATION Meta Title Meta Description Product H1 Image Alt Tag Image NameText
KEY META ELEMENTS
Title TagPage URL
Meta Description
WHERE ARE THEY ON THE PAGE?
META ELEMENTSH1
IMAGE META ELEMENTS
Image Name
Image Alt Text
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ALT TEXT IN THE CODE
Image Alt Text
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TAGGING YOUR PRODUCT INFORMATION Organizational Information Brief Descriptions Product Details Price Information Auxiliary Information Downloads
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USING SCHEMA.ORG TAGGING - ORGANIZATION
https://schema.org/Organization
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USING SCHEMA.ORG TAGGING - PRODUCTS
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TOOLS FOR SCHEMA HELP Google's Structured Data Markup Helper
This tool will help you create basic Schema markup for several use cases. MozBar
Double-check your structured data markup and redirects with this toolbar from Moz.
Structured Data Testing Tool – GoogleUse this tool to test whether your rich snippets are properly configured.
Schema.orgUse this website to find information on schema standards.
SEO Chat Schema GeneratorUses simple form to generate Schema Code
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GENERATE YOUR CODE
http://tools.seochat.com/tools/product-schema-generator/
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KEEP IN MIND
DON’T BE BULLIED BY THE BOTS!
REMEMBER WHO CONSUMES YOUR CONTENT
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WHEN THIS DOESN’T WORK AND WHAT TO DO
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SEARCH HABITS OF ENGINEERS AND TECHNICAL USERS“Previous work has repeatedly found that engineers’ primary source of information is their colleagues within the organization and that the major reason for this is that colleagues are easily accessible.”
The Information-Seeking Habits of Engineering Facultycrl.acrl.org/content/72/6/548.abstract
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SEARCH HABITS OF ENGINEERS AND TECHNICAL USERS“A consistent theme among the studies of information-seeking behaviors of engineers as practitioners is that they rely on their own knowledge base, interpersonal communication with colleagues, or information from within their own organization.”
The Information-Seeking Habits of Engineering Facultycrl.acrl.org/content/72/6/548.abstract
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TAPPING INTO INDUSTRY STANDARDS ANSI API ASM ASTM IEEE ISO NIST SAE
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JOIN INDUSTRY COMMUNITIES
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EXPLORING ENGINEERING AND SCIENTIFIC SEARCH ENGINES
Circuit scout Datasheets Google Scholar National Institute for Standards and Technology Scirus Tech Street Athenus.com OAJSE.com
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WHEN THEY LOOK MAKE SURE YOUR READY
Monitoring Search Rankings
Provide Valuable Product Resources
Audit Website Code Develop Easy to Use Site Always Be Improving
