BRENNAN HEYDE

ON PAGE SEO & MIVA MERCHANT

OverviewHow to structure your pages for maximum SEO

Creating Great Product Content

Leveraging User Generated Content to boost your on page content

Ensuring Your Site is Optimized for Mobile

Top 3 Action Items To Take Home

Understanding SEO WHAT IS SEO?

Think Like A Search EngineWhat Does Google Want to show its users?

• The best site available for what they are searching for

• FAST

• Great user experience

• Relevant content / products

• Mobile/Tablet Optimized (Responsive)

SEO BASICS

On Page v.s Off Page SEOOn Page Search Engine Optimization

• Page Structure (HTML)

• URLS

• Site Content & Keywords

• Page Speed

• Mobile Optimized

Off Page Search Engine Optimization

• Links, Links, Links

• Domain Authority

• PageRank, Age

Page Titles• One of the most important on page elements

• Displayed on the Search Results Pages

• Unique, descriptive, contain keyword you’re trying to target

Meta Tags• Description & Keywords

• Focus on Description because it may be used in the search results pages

• <meta name="description" content="The most flexible & secure ecommerce software on the market. Build your online store today with shopping cart platform by Miva Merchant.”>

• Click Through Rate is a factor in your ranking

Canonical TagTells Google what is the “correct” URL to a page. Single line added to the page templates:

<link rel="canonical" href="http://www.mivamerchant.com/universe" />

Helps for:

• Pagination • Filters / Facets • Sorting Controls • Multiple links to the same product

Search Friendly LinksBest Practices:

• Use Your Keywords in the URL Structure

• Keep them human readable, short

Example:

• /category-name.html is better than /1716162.html

Product URLs

• Try not have category code in URL, However if you do make sure you are using the canonical tag to “pick” one.

Search Friendly LinksMiva’s URL Management

The Basics Still Matter• Page Title with Keywords

• Content with Keywords

• Canonical Tag

• Keywords in URLs

• Results: Indexed Page and generating traffic

Correct HTML Markup• Use Proper HTML structure on your pages

• - H1, H2, H3

• - Move CSS / JavaScript to External Files

• - Crawl-able Navigation

This is easy and should be done by everyone

What is it?

An XML Sitemap tells google about each one of your pages, how often it changes and any new pages you may add.

Google Sitemap

Google Webmaster Tools• Great Free Tool (From Google) • Fix Crawl Errors, See Duplicate title tags

Page SpeedImportant Factor in Search Rankings

Page Speed is more important for an commerce store. Speed directly impacts conversion optimization

Every site in here has room for improvements in regards to page speed

Tools For Checking Page Speed

CREATING GREAT

PRODUCT CONTENT

Content Is KingWriting Great Content is the single greatest thing you can do to help you sites rankings

How:

• Blog • Product Reviews • Videos • Unique Product Descriptions

PRODUCT DESCRIPTIONS• Your product descriptions should be sales copy to

sell your products.

• If possible do not use the manufactures description

• Use your product description to differentiate your products from your competitors

• Tell a story, evoke emotion, use keywords people would use to find that product

jbugs.com SEO Strategy•Our  #1  focus  was  trying  to  make  the  user  experience  be:er  to  increase  overall  conversion    •Put  industry  professionals  In  charge  of  wri@ng  Product  Specific  and  Category  Specific  content  •  We  were  specific  with  any  and  all  dimensions  possible,  giving  detail  on  the  look  and  feel,  and  informing  the  customer  of  the  material  the  product  was  made  of  if  necessary.    •Wri@ng  exact  dimensions  and  product  specifics  is  not  always  going  to  get  you  ranked  on  Google,  but  it  will  get  you  a  new  customer  •We  also  used  highly  searched  key  terms  in  the  page  content  for  products  and  categories  alike  •We  realized  that  focusing  our  efforts  on  our  customers  was  more  important  than  focusing  on  Google  and  other  search  engines

1 Year ResultsYear  Over  Year  #s  

-­‐  eCommerce  Conversion  Rate  increase  of  about  16%  

-­‐  Bounce  Rate  decrease  of  about  5%  

-­‐  Revenue  per  Purchase  increase  of  over  22%  

-­‐  Organic  Sessions  increase  of  almost  5%

How to Create Unique Product Descriptions

• Write it yourself - You know your products best

• Hire someone in house

• Outsource it: - fiverr.com

- craigslist.com

- freelancer.com

- odesk.com

• Focus on top 20% of products

BLOG

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USER GENERATED

CONTENT

Product Reviews• User Generated Content (and SEO copy) for your products

• Let your existing customers “convince” your potential customers your product is worth buying

• It is easy to setup and get started

• Combined with structured data tags (schema.org) allows you to display reviews in Search Engine Results Pages

• Check Out: PowerReviews, Shopper Approved, Bazzar Voice

Pro Tip: Ask For Reviews• 14 to 30 days post purchase send an email asking

customers to review the products they purchased

• Very Effective

• Make it easy and automated

Sample Review Email

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Mobile Optimized

RESPONSIVE WEB DESIGN

“Mobilegeddon”• April 21, 2015 Google implemented algorithm

change that penalized sizes in Mobile Search Results if they were not optimized for a mobile device

• Google Wants to display the best site with the best experience to the customer

Tools to Check Your Site

• https://www.google.com/webmasters/tools/mobile-friendly/

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ACTION ITEMS

Action Items

• Fix URLs

• Canonical Meta Tag

• Google Sitemap

• 301 Redirects / 404s

1. Properly Structure Your Pages

Action Items2. Optimize Your Site For Speed

• Measure your current load times

• Optimize Images, Reduce asset load time

• Gzip Compression

• Utilize Caching

• Utilize Content Delivery Network (CDN)

Action Items

• Beat your competitors with better images and more detailed descriptions

• Utilize User Generated Content (Reviews)

• Become a industry expert in your field through blogging

3. Develop A Content Strategy

Additional Resources

• http://moz.com/blog/perfecting-onpage-optimization-for-ecommerce-websites

• Tools

• http://moz.com/

• http://www.semrush.com/

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