SEO Planningfor eCommerce

Presented by: Gregg Banse7th Pixel

Search Engine Optimization

The adjustment of html page entitiesand content for the express purpose

ofranking higher on search engines.

Brett Tabke - 2001

My Approach to SEO• It’s like Chinese cooking• Several key ingredients• Many variations yield many

results• No one way is correct• Assess and Adjust as you go

The Basic Ingredients• Theme Pyramid• Keywords• Content & Function Outline• Internal & External Links• Keyword to Content Map• Copywriting

Theme Pyramid Structure

http://www.webmasterworld.com/forum34/68.htm

Ex: RoadRunner Sports1. Home Page2. Men’s Shoes, Women’s Shoes3. Road Running, Trail Running,

Tennis…4. Nike, Brooks, New Balance,

Asics…5. New Balance 1260

Level 1Home Page

Level 2Men’s Shoes

Level 5Product Page

Notes• Home Page has little SEO value –

it will take care of itself– Make a good impression to your

buyer– Provide spider food (deep links)

• Levels 2 – 4 – Accommodate multiple click paths– May actually be filtered results

Keywords• Keyword tools (including PPC)• Existing stats• Trade mags, discussion boards,

meet ups, social media, etc.• Gather, distill, & vet for quality

Content & Function Outline

• Identify all the parts and pieces• Explain what they’re for and how

they function• If there are rules – explain them• Be mindful of the pyramid, link

opportunities, and user experience

Content & Function

Internal & External Links

• Develop a strategy/recipe for internal links.

• Make the links useful and natural• External links from on-topic or

tangential topics are the best.• Ex. Manufacturer or trade magazine• Spreadsheets are very helpful

Example Category Level Internal Link Strategy

Example Product Level Internal Link Strategy

Keyword to Content Maps

• Page Title• URL• Content Description• Meta Title, Meta KW, Meta Desc• Hyperlink KWs

Copywriting• Use the Keyword to Content Map• Use the Content & Function

Outline• Add hyperlinks• Develop a consistent personality

Example Product Copywriting

Summary1. There are no rules – only

guidelines2. Develop something that works for

you3. Easy to understand4. Easy to use5. Measurable

Thank you.