[Webinar July 2012] eCommerce SEO in a Post Panda World

eCommerce SEOImproving Your Search Rankings in

a Post-Panda World

Ethan Giffin, CEOGroove Commerce

July 2012

July 2012 2

OUR HOST & PANELIST

Ethan GiffinCEO

Groove Commerce

Panelist

Mack McGeeVP Sales & Marketing

Groove Commerce

Host

Webinar | Magento SEOWebinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World

3July 2012

ABOUT GROOVE COMMERCE

Our goal is to bridge the gap between marketing and technology and deliver a user-friendly, high converting product to each one of our clients.

Services include:• eCommerce Website Design

• Magento Development & Integration

• Social Media Marketing

• Pay Per Click (PPC) Management

• Search Engine Optimization (SEO)

• eCommerce Site Analysis

• Conversion Consulting

2400 Boston Street, Suite 320, Baltimore, Maryland 21224

www.groovecommerce.com800.564.9826@GrooveCommerce

Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World

• Review Google’s Panda & Penguin Update

• Groove’s 8 Step SEO Audit Process

• Where & How You Can Assess Your Site

• Plenty of Question & Answer Time

• Chance to Win a Free Site Consultation!

July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 4

TODAY’S AGENDA

Poll #1

Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 5July 2012

What is SEO?

July 2012 6Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World


NO MORE STINKIN’ BLACK BOXES!


ANATOMY OF THE SERP

Paid Ads(PPC)

Paid Ads(PPC)

Organic Results(SEO)

Search Query = Keyword


ELEMENTS OF SEO


SEO TACTICS

The Game Has Changed



CHANGING LANDSCAPE

1994Yahoo! Directory

Launches

1994Webcrawler, the

First Full Text Index Launches

1997Cloaking &

MetaTag Spam Become Popular

1998Google, DMOZ, &

GoTo Launch

1999Danny Sullivan Moderates First SEO Conference

2002Adwords

Launches as PPC Platform

2000 -2007$$$

The Golden Years…

2008Google Release “Brand Update”

2009Google Tests “Caffeine”

2010Google Negative Reviews Update

2011Google Panda

Update

2012Google Penguin

Update


Engagement

• How long do people spend on the site?

• What is the bounce Rate?

Inbound Links

• Which sites link back to the site?

• How many are there?

Coding

• How clean is coding?

• Are there hidden links

Content

• Is the content in-depth?

• Is it high quality & unique?

Design

• How do people experience the site?

• Do people trust the site?

HERE COMES THE “PANDA”…

Duplicate ContentPoor Content

Low Quality/High Volume LinksHigh Ad Ratio

Content Farms

Feb2011


Engagement

• How long do people spend on the site?

• What is the bounce Rate?

Inbound Links

• Which sites link back to the site?

• How many are there?

Coding

• How clean is coding?

• Are there hidden links

Content

• Is the content in-depth?

• Is it high quality & unique?

Design

• How do people experience the site?

• Do people trust the site?

BAM! AND THEN “PENGUIN”???

Death to Web Spam…Non-Organic LinksBoilerplate TextKeyword StuffingFresh Content/News

April2012

Poll #2


1. Review Current Keyword List2. Top revenue generating keywords3. Top revenue generating landing pages4. Perform Baseline Rank Check5. Deep Crawl & Architecture Review6. Review On-Page Optimization7. Inbound Link Analysis8. Content & Social Review


GROOVE’S 8 STEP SEO AUDIT

Crawl Review


• Crawl Errors

• 404 / 500 Site Errors

• Duplicate Content (internal)

• Unessential Indexed Pages

• Spider Traps / Query Parameters

• Percentage of Quality Pages vs Non


WHAT TO LOOK FOR


WEBMASTER TOOLS


SCREAMING FROG SPIDER


FILTERED NAV / SPIDER TRAPS


SITE SPEED / PERFORMANCE

1. Can Sink Your SEO

2. Directly Affects Conversion Rate

3. Lowers Adwords Quality Score

4. Limits Ability to Diagnose Errors

5. Check Your Site with Pingdom & YSlow

• Quality Pages vs. Indexed Pages

• Is Site Speed Good?

• Do You Have a Proper Robots.txt?

• Bad Magento URL’s / Duplicate Content?

• Are You Using Canonical Tags

• Is There a Trailing Slash

• WWW vs. Non-WWW – Which Is It?

• Should You NoIndex, Follow Pages?


THINGS TO THINK ABOUT

Content / Social Review


• Duplicate Content (external)

• User Generated Content

• Unique Page Titles, ALT Text & Meta Tags

• Social Signals


WHAT TO LOOK FOR


NO MANUFACTURERS’ DESCRIPTIONS!

"The Linksys E2000 offers selectable dual-band Wireless-N technology and extended range to provide wireless coverage throughout your home. Cisco Connect"


INDEXABLE REVIEWS

1. Awesome User Generated Content!

2. Don’t Use Power Reviews Express

3. Use Internal Review Engine if You Can Set Followup

4. If not, Use Power Reviews Standard or Non JS Based


CREATE SEXY BRAND PAGES

1. Panda Loves Brands

2. Outbrand the Brand!

3. Create Unique Content

4. Videos

5. Buyers Guides

6. Blogs


INTERNAL LINKING STRATEGY

1. Don’t Use View or More

2. Create Links to Other Products within Descriptions

3. Create Links Within Category Descriptions

4. Don’t Repeat the Same Navigation on All Pages

July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World

SOCIAL EMBEDS

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• According to Facebook, people who click the “Like” button on external sites have 2.4x the number of friends than the average Facebook user, and click on 5.3x more external links, so ensuring you connect with these word-of-mouth advocates is not just a nice-to-have, it’s a must-have.

July 2011 July Webinar | Getting Social with Magento

THE POWER OF ‘LIKE’

July 2011 July Webinar | Getting Social with Magento

DEATH BY SHARE BUTTON!

July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World

YOUTUBE GALLERY IN ADMIN

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Poll #3


Link Analysis


• Build Natural Links

• Social Sharing

• Don’t Buy Links

• Google Webmaster Notifications

• No Russian Link Farms

• Don’t Stress if Your Doing Nothing Wrong

• How to Find Your Inbound Links?


INBOUND LINKS


SEOMOZ SITE EXPLORER

Poll #4


• Too Little and You Don’t Get Results• Too Much and it Becomes Unhealthy• But Used Correctly…

• Jumpstart Your Online Presence• Increase Online Sales


WHY SEO IS LIKE CAFFEINE…

• Perform a Full Site Audit

• Begin to Develop Regular Fresh Content

• Increase Your Social Engagement

• Build Natural Links

• Monitor Changes on a Ongoing Basis


YOUR NEXT STEPS


THANK YOU!

Please join us on August 16th

for our next webinar:

Christmas in August:How to Maximize Your Holiday Revenue

www.groovecommerce.com/webinar/

[email protected]

Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda WorldJuly 2012 44

[Webinar July 2012] eCommerce SEO in a Post Panda World

Technology

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