DEMYSTIFYING SEO FOR ECOMMERCE · 2019-11-20 · •Technical Optimisation •Robots, Crawl, Index,...

Twitter: @GillianMeier

DEMYSTIFYING SEO FOR ECOMMERCE

GILLIAN MEIER 3 SEPTEMBER 2014

© Copyright of Blue Magnet Digital 2Twitter: @GillianMeier

SEO?

• Search Engine Optimisation

• Search Experience Optimisation


Why you need SEO?

• It’s highly effective.

• You can take on the big players.

• Google makes an average 2 changes per day to its algorithm.


What is SEO about?

• Technical Optimisation • Robots, Crawl, Index, Architecture, Navigation

• On-Page Optimisation • Meta data: Title, Description, Images

• Content

• User Engagement

• Off-Page Optimisation• Authority (Popularity & Links)

• Content Marketing (Social Signals, Web PR etc.)


On-Page Optimisation: Research

• Research

• Find the Right Keywords

• Competition vs Search Volume


On-Page Optimisation: What should you focus on first?

Home Page

Category Pages

Product Pages


On-Page Optimisation: Site Architecture

Jackets

Home Page

JeansT-shirts

Product

Product

Product

Buy Clothes online

Buy t-shirts onlineBuy Jackets online Buy jeans online

Buy red leather jacket online

Buy navy blue blazer online

Buy sports jacket online


Category Pages: Make Yours Better!

Everyone’s Category Pages Your Category Pages

• Boring

• Bland

• Offers nothing new

• Unique

• Better chance to

Rank

• Offers Value


Product Pages: Make Yours Better!

The Essentials:

• Big Beautiful Images

• Social Sharing Buttons

• Unique Descriptions

• Include Benefits/Features

• MASSIVE ADD TO CART BUTTON

• Related Products

• Reviews


Schema Mark-up: Structured Data

Marking up for the wrong

thing can negatively impact

CTR.

Schema.org Markup

• 30% increase in traffic with rich snippets

• Indicates the health of a site

• Takes up more space on search

Rich Snippets


Speed

…unless you building websites. Then Speed is EVERYTHING!


Speed (Rated Top Ranking Metric)

“For every 100ms increase in load time of Amazon.com sales

decreased by 1%” (Kohavi and Longbotham 2007)

Pingdom Speed Test


Duplicate Content: Canonicalization (‘original’)

<link rel="canonical" href=“www.myshop.com/category/product" />

• Tells Google that the page is a duplicate version of another page.

• Passes Authority to the original page


Secure HTTPS: Better for the user / Better for Google

“We encourage all website

owners to switch from HTTP

to HTTPS to keep everyone

safe on the web.” - Google

“We're starting to use HTTPS as a ranking signal.” - Google


Off-Page Signals

Just get people talking about you on RELEVANT platforms.


#1 Tip from Google’s Matt Cutts…….???

Gillian Meier & Matt Cutts (Head of Google’s Web Spam Team) at SMX’14, Seattle


Mobile Friendly: You have no choice!


Final Thoughts

• Start with the basics and keep at it.

• Never Stop – SEO is an on-going process.

• Always focus on your users first.

• Make sure your website is better than the rest.

• Test, test, test!

• Keep tabs on the latest trends.

• Enlist the help of Professionals.


Gillian Meier

CEO | Blue Magnet Digital Solutions

Email: [email protected]

Switchboard: 011 064 5694

LinkedIn: http://za.linkedin.com/in/gillianmeier

Twitter: @GillianMeier

Twitter: @BlueMagnetSA

Thank you

mailto:[email protected]

DEMYSTIFYING SEO FOR ECOMMERCE · 2019-11-20 · •Technical Optimisation •Robots, Crawl, Index,...

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Transcript of DEMYSTIFYING SEO FOR ECOMMERCE · 2019-11-20 · •Technical Optimisation •Robots, Crawl, Index,...