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What is SEO? Born in the Mid 90s (Lycos) Techniques to boost rankings in search engines SEO used to be so simple (keyword stuffing, buying links, aggressive anchor text) Continually changing and more difficult to rank

SEO Information for Ecommerce Store Owners

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This SEO presentaiton talks about the history of online marketing, the different types of algorithms and what your store is judged on. It also includes some helpful tips on acquiring links to your website the white hat way. A must see.

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Page 1: SEO Information for Ecommerce Store Owners

What is SEO?

• Born in the Mid 90s (Lycos)

• Techniques to boost rankings in search engines

• SEO used to be so simple (keyword stuffing,

buying links, aggressive anchor text)

• Continually changing and more difficult to rank

Page 2: SEO Information for Ecommerce Store Owners

How easy is SEO?

• Google dominates 80%+ of search queries

• Trying to rank at the top of Google is fierce for many keywords

• Click-through rates: 1st – 42%, 2nd – 12%, 3rd – 9%

• Sites judged on over 200 ranking factors across 3 key algorithms

Page 3: SEO Information for Ecommerce Store Owners

The AlgorithmsPanda – Feb 2011

Penguin – April 2012

Hummingbird – August 2013

Page 4: SEO Information for Ecommerce Store Owners

Panda

• Prevents low quality sites from ranking

• Would I trust this site with my credit card?

• Avoid: Duplicate content, non-specific content, difficult navigation

• Do: research for your blog, meta info, internal linking, helpful content

• Only takes a few pages to cause problems so make a good user experience!

Page 5: SEO Information for Ecommerce Store Owners

Penguin

• Assesses your off site SEO efforts

• Would I be happy to share my credit card details with the site linking to me?

• Avoid: Buying links, unnatural links, aggressive anchor text, comment spam,

article marketing sites

• Do: Get links with brand and URL, build a diverse range of links, build

relationships with writers on authority sites

Page 6: SEO Information for Ecommerce Store Owners

Hummingbird

• Google can now judge context

• Understanding intent of the user

• Start thinking like Hummingbird

• What do people need? Cater to that.

• Do: Research for your content, link out to resources, answer questions, be

helpful, be a thought leader

Page 7: SEO Information for Ecommerce Store Owners

Think of the user funnel

• Deciding on content requires knowing your users

• Passing interest vs. Potential buyers vs. Ready to spend

• Hummingbird aims to help the curious

• So aim a lot of your content for the curious

• That’s where most customers are right now

Page 8: SEO Information for Ecommerce Store Owners

What does it take for effective SEO?

• On site SEO

• Content Marketing

• Link Building -

• Social

Page 9: SEO Information for Ecommerce Store Owners

On site SEO

• Enables websites to rank for some keywords

• Requires keyword research

• Look for low competition / high volume keywords “jewellery vs. handmade

ethical jewellery”

• Consider user intent – “buy” “How do I …?” “get”, “compare”

Page 10: SEO Information for Ecommerce Store Owners

Content

• At least 500 words per post, 1500 – 2000 words of well researched helpful

content is optimal

• Internal link – be aggressive on the anchor text

• Include images and video – proven to rank higher

• Update at least 2 – 3 times per week, create a content calendar

• Optimise for a keyword or two

Page 11: SEO Information for Ecommerce Store Owners

Content Continued

• Don’t expect floods of visitors immediately … Keep writing, and write some

more

• Promote all your blog posts on Google+, Facebook, Twitter and Pinterest

• And promote some more!

• Search Twitter/Quora for people asking questions .. Offer your resources

and blog posts as help

Page 12: SEO Information for Ecommerce Store Owners

What to optimise on site?

• Meta title

• Meta description

• Page content

• Internal links

• Images

• Social buttons

Page 13: SEO Information for Ecommerce Store Owners

Link building

• Web pages have avg. 72.4 links per page across the Internet

• TRUST: Links are like voting in an election

• PAGERANK: Some links are stronger than others

• INTERNET IS LINKS: Link building is certainly not dead

Page 14: SEO Information for Ecommerce Store Owners

Dangerous Linkbuilding

• But not all links are made equal!

• ‘Black-hat’ link building includes

• paid links,

• comment, forum and profile spam,

• low quality guest posting,

• dodgy PR,

• overusing directories

Page 15: SEO Information for Ecommerce Store Owners

‘White Hat’ Linkbuilding

• Aim to achieve links naturally through your blog and resources

• Guest post on sites that don’t usually receive guest posts

• Find industry & locality related directories

• Find out what your competitors links are … get them!

• Partake in Q & A websites (Quora,Yahoo Answers, Reddit)

• GIVE: Offer a scholarship to get .ac.uk links, offer products to bloggers, contests

Page 16: SEO Information for Ecommerce Store Owners

More Linkbuilding Ideas

• LEVERAGE CONTENT: Build a resources page and reach out with it,

create an infographic and do the same

• Any links out from blog posts – contact that source for a link back or social

share

• Search web for your brand name

• DON’T FORCE IT: if you’re website grabs the user to come back again and

again you’ll get links

Page 17: SEO Information for Ecommerce Store Owners

The Future of SEO

• Stronger conversational search (Hummingbird)

• Defining a niche and targeting keywords around that

• More emphasis on social media