Kurt WilsonCEO

SEO for Ecommerce

Introduction

• Who are Advansys & SEO Junkies?

– Ecommerce and SEO Specialists

– Proven track record at page 1 rankings

– Solid Knowledge of International SEO

• Our clients include

Where does SEO fit in?

• SEO is part of a wider topic known as Search Engine Marketing (SEM)

SEM

SEO

On-Page

PPC

Off-Page

Feeding the Machine

“search engines want to deliver relevant results to the user based upon their search

query”

• Key focus for optimisers is “relevancy”

• You can outrank sites with higher Google PageRank than yours simply by being more relevant

Target the Right Keywords

• This site gets ZERO natural traffic

Words we use on our site Words our customers use

sms messaging

SMPP CIMD2

bulk sms gateway

MMS message

premium sms

text messaging

sms provider

send bulk text

picture message

sms shortcodes

Why Keywords Matter

• This site gets SOME natural traffic

Words we use on our site Words our customers use

Search

Engine

Traffic

sms messaging

SMPP CIMD2 text

messaging

sms gateway

MMS message

premium sms

text messaging

sms provider

send bulk text

picture message

sms shortcodes

Why Keywords Matter

• This site gets LOTS of natural traffic

Words we use on our site Words our customers use

Search

Engine

Traffic

text messaging

sms provider

send bulk text

picture messaging

sms shortcodes

Finding the Right Keywords

• Use software e.g. WordTracker

(but they cost money and maybe biased)

• We recommend the Free Google Keyword

suggestion tools which can be localised

https://adwords.google.com/select/KeywordToolExternal

http://www.google.com/sktool/

Evaluating Keywords

• Keyword Efficiency Index (KEI) is the the

number of estimated searches, divided by

the level of competition i.e. results pages.

No. Searches / No Competing Websites = KEI

• We should be targeting high KEIs

aka “low hanging fruit”

Keyword Density

• A measure for the amount of times a

keyword phrase appears as a percentage

of the total number of keywords used on

that page

• There is no magic number but 3-7% is

recommended.

Keyword Psychology

• Consider where the user is within the

buying cycle:

A = Awareness

I = Intention

D = Desire

A = Action

• Are they at the researching or buying

stage?

Keywords for eCommerce

• Ideally we want to target those users who

are ready to buy and give them a call to

action

• Target specific product keyword phrases

which may include make/model etc..

• e.g. Manufacturer > Technology > Model

• “buy apple iphone 3GS” or “iphone 4

deals”

Build Authority with Modifiers

• Modifiers are additional keywords that can

be added to the beginning or end of a

keyword phrase

• They help with ranking for long tail

phrases and are natural in copywritingFor example:

iphone, apple iphone, iphone cases

In the above “apple iphone” and “iphone cases” help build

authority for “iphone” and are easier to attain

Tips for On Page factors

• On page factors are directly controllable

“on the page”

• Essential Tips:

– Make your site compliant – W3C, WAI

– Evocative Titles, Meta Data – “sell the click”

– Use Semantic HTML

– Externalisation of CSS and JS

– Unique hierarchical keyword rich URLs

Important HTML Tags

• Keyword phrases should always appear in

TITLE, H1, H2, P and A tags

• H1 is by far the most important within the

body of the page (use it only once!)

• Use H2 and H3 as sub headings of H1

and H2 respectively – think in “themes and

topics”

SEO Problems in Ecommerce

• Lack of content – each page looks similar

Effective use of Copywriting

• Use Latent Semantic Indexing (LSI)

• LSI is a process compares words,

“concepts”, and “structure” of your

website with those used on high trust

websites.

• Use the right “related” keywords and you

be deemed more relevant

• Use the ~ symbol to find these

Using LSI in SEO

• We want to optimise a site for “pasta”

• Wrong way

“If you’ve come to find information about

pasta you’ve come to the right place.. Our

pasta is the best pasta on the planet...”

Using LSI in SEO

• Find lexical (related) words using ~pasta

• Correct Way!

“I love pasta. Nothing makes me happier

than eating spaghetti bolognese with

garlic bread. Though I’m sensitive to

carbohydrates I use a low-carb pasta

with an italian tomato pasta sauce”

Ongoing SEO Activities

• Content is King, links are Queen

– Blogs

– Product reviews (use Googles tags)

– RSS feeds

– XML & Google Shopping Feeds

– Social Networking (increase traffic)

Final SEO Tips & Notes

• Install Google Analytics to assist in SEO

• Monitor traffic levels not just rankings

• Set up goals and funnelling to find any

problems in your site and fix them

• Most importantly remember:

“Rankings mean nothing without Conversions”

Thank you

• Final questions?