e-commerce seo for the beginner
Post on 21-Dec-2014
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This is Live and Interactive!
Chat feature
Raise your hand
Answer polling questions
Best Practices Within Your Store
Tip: Always have your customer in mind!
Why Optimize for Search Engines?
Optimizing
will help bring shoppers from search
enginesto your store!
It is a combination of marketing tactics that will help you rank…
Our Agenda1. Bigcommerce has your back
2. Your “on-page” responsibilities ○ Keywords
○ Title tags & meta descriptions
○ Page structure
○ Alt tags (Images Descriptions)
○ Creating content
Search Engine Guidelines
What Bigcommerce makes easy for you
1. 301 redirects
2. Canonical tags
3. Ensure rich media does not hide content
4. Clear hierarchy and text links
5. Descriptive, human friendly URLs
Make pages primarily for users, NOT for
search engines!
Create a useful, information-rich site!
Search engine guidelines and YOU
1.
2.
On-page optimizations and YOU!
Keywords
KeywordsGenerate a “seed list”
● Dog
● Dog Collar
● Training Collar
● Martingale Collar
● and keep going…
Our Product:
Question to ask:1. What would I type into a search engine to find this page?
Short Tail vs. Long Tail
Short Tail Keywords Long Tail Keywords
1. Dog 2. Dog collar3. Training collar4. Martingale collar
1. Martingale dog dollar2. Martingale dog training collar3. Handmade bamboo dog collar4. Allergy reducing dog collar
Generally consists of one to two keywords
Higher search volume
Generally less search volume (closer to searcher’s intent)
Generally more likely to convert
Keyword ResearchFrom Short Tail to Long Tail
This tool will give insight and help generate ideas!
Google KeywordPlanner
1. Home Page2. Page Titles 3. Meta Descriptions4. Product Pages5. Category Pages6. Web Content Pages
Keywords Provide Nutrients to Your...
Hierarchy Example
Keyword Abuse: No Stuffing, Hidden Content, or Misleading Content!
Keyword Action Items1. “What keywords should I be using?” 2. Generate “seed lists”3. Google Keyword Planner for long tail polishing
and synonym ideas
Title Tags & Meta Descriptions
If you skip this, your “book”
has no cover!
Title Tags are...
1. Critical for user experience and usability2. Accurate concise description of page content3. Can create relevance, leverage branding, and have emotional
impact
Tip:○ Keywords towards front ○ “Cut off” 60-70 characters
Meta Descriptions are...
1. Intended for users to give short “introduction” of a page
contents
2. Entices customers to “click-through”
Tip:○ Call to action i.e “Shop now” or “Buy Now” ○ “Cut off” 160-170 characters
Title Tags & Meta Description Action Items
1. “What are title tags & meta descriptions?”
2. Complete for the following:
○ Homepage
○ Category Pages
○ Product Pages
○ Web Content Pages
○ Any News Items
Page Structure
Helpful for users and search engines to uncover and understand your website’s
information
Page Structure Help
Product details keyword example
BLANK product details keyword example
Page Structure Action Items
○ Alt tags ○ WYSIWYG○ Images and Videos Tab
○ Product descriptions that sell!
○ “How do I write for SEO?”
○ Enable customers to write product reviews
Additional Content Opportunities
Category Pages Web Pages News Items
1. Verify your site and submit your sitemap 2. Set up Google Analytics
Have Questions?
Bigcommerc Support Portal - Search for instructions
Bigcommerce Community Forum - Get advice from store owners, our staff, and
our partners
Tweet @bigcommerce using "#BCSEOChat"
Beginner’s Guide to SEO
Google Starter Guide
Additional Steps
References for Today’s Content
● MarketMotive.com● BC Knowledge Base● Moz.com
● Coalition Technologies ● BC Blog● Google.com
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