Twitter: @GillianMeier
SEO FOR ECOMMERCE THE ESSENTIALSSTEVEN JONKER- 1 SEPTEMBER 2014
© Copyright of Blue Magnet Digital 2Twitter: @GillianMeier
Ecommerce SEO: Overview
• Why you need SEO
• On-page Optimisation
• Off-page Signals
• Secure HTTPS
• Last thoughts
© Copyright of Blue Magnet Digital 3Twitter: @GillianMeier
Why you need SEO?
• It’s highly effective.
• It’s easy.
• You can take on the big players.
© Copyright of Blue Magnet Digital 4Twitter: @GillianMeier
On-Page Optimisation: Research
• Research
• Find the Right Keywords
• Competition vs Search Volume
• Start small
© Copyright of Blue Magnet Digital 5Twitter: @GillianMeier
On-Page Optimisation: Get to it!
• Home Page
• Category Pages
• Product Pages
What do you focus on?
© Copyright of Blue Magnet Digital 6Twitter: @GillianMeier
On-Page Optimisation: What is Important?
Jackets Home Page
Jeans T-shirts
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
© Copyright of Blue Magnet Digital 7Twitter: @GillianMeier
Category Pages: Make Yours Better!
Everyone’s Category Pages Your Category Pages
• Boring• Bland• Offers nothing new
• Unique• Better chance to Rank• Offers Value
© Copyright of Blue Magnet Digital 8Twitter: @GillianMeier
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
© Copyright of Blue Magnet Digital 9Twitter: @GillianMeier
Schema Mark-up
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
© Copyright of Blue Magnet Digital 10Twitter: @GillianMeier
Speed
…unless you building websites. Then Speed is EVERYTHING!
© Copyright of Blue Magnet Digital 11Twitter: @GillianMeier
Speed
“For every 100ms increase in load time of Amazon.com sales decreased by 1%” (Kohavi and Longbotham 2007)
Pingdom Speed Test
© Copyright of Blue Magnet Digital 12Twitter: @GillianMeier
Duplicate Content: Canonicalization
<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
© Copyright of Blue Magnet Digital 13Twitter: @GillianMeier
Mobile Friendly: You have no choice!
© Copyright of Blue Magnet Digital 14Twitter: @GillianMeier
Off-Page Signals
Just get people talking about you on RELEVANT platforms.
© Copyright of Blue Magnet Digital 15Twitter: @GillianMeier
Secure HTTPS
“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
© Copyright of Blue Magnet Digital 16Twitter: @GillianMeier
Final Thoughts
• Start Small.• Keep at it!• Always focus on your Users first.• Make sure your website is better than the rest.• Never Stop – SEO is an on-going process.• Test, test, test!• Keep tabs on the latest trends.• Enlist the help of Professionals.
© Copyright of Blue Magnet Digital 17Twitter: @GillianMeier
Gillian Meier
CEO | Blue Magnet Digital Solutions
Email: [email protected]
Switchboard: 011 064 5694
LinkedIn: http://za.linkedin.com/in/gillianmeier
Twitter: @GillianMeier
Thank you