Ecommerce SEO & Google Analytics

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Dorcas Imogen Merritt
3 years ago
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1 What s Working Now in ecommerce SEO & Digital Marketing Richard Hill CEO & Founder

2 Richard Hill

4 seo STILL remains the dominant term

6 Buckets of Keywords 60 Minute ecommerce Audit Webmaster Tools Google Analytics Keyword Tool/Adwords Data Map Content On Page Crawler Screaming Frog Link Analysis Majestic, AHREFS, Cognitive, SEM Rush

7 Google Analytics and Search Console Take advantage of these great tracking tools that can monitor many aspects of your digital marketing performance. GA - Google Dashboards GA Conversion Tracking SC Search Traffic Search Analytics

9 Focus on one or two main keywords? NO WAY! Focus on a small number of keywords?

10 Keyword Research Buckets of Keywords Keyword from Adwords account best as actual real data Use the search terms report: Create Segments/personas that you are marketing to and give them names. Create buyer profile: Where are they going to read online? Where do they go to ask for help? What king of language do they use? Discover their pain points? Then create assets to address each of these queries/pains. White papers/pdfs/videos extensive guides etc.

11 Richard Hill

12 Focus on Buckets of Keywords

13 Keyword Research Buckets of Keywords The buying funnel Generic & Broad terms - Awareness stage I.e Gift for men More Specific Terms Research Stage I.E Gifts for men for outdoors, cooking outdoors Commercial Intent Terms Decision Stage I.E barbecues, gas barbecue, gas barbecue sale Highly Specific Terms Purchase stage - Mckinley 3 burner

14 Are there Any Searches? What s on Page 2 Already? Are there any Conversions? More Qualified Longtail Create a Keyword Map

16 Types of Content

17 Links, Links Glorious Links earning! Forget link building.. Link

18 Are we moving towards an Organic Quality Score?

19 Google Updates Panda Penguin Pigeon Hummingbird Phantom

20 Checking for Penalties

21 Dealing with Out of Stock & Seasonal Items Avoid removing urls, if it s essential then return to a custom 404 Avoid Redirecting everything to the Home page

22 Upcoming products Create pages for new high demand products. Content rich, to gain organically trusted mentions. Easy to get links to these pages as they are not commercial intent.. YET! Then look to take pre-orders. Plan well and you ll be ahead of the crowd, who are just getting started!

23 EOL Products Biggest mistake we see here, years may have been spent creating authority around a set of products or a single product and then it goes end of life! BOOM.. What to do. Options (If never coming back): 301 redirect to: Relevant/variation of product Similar product Product Category/Sub Category

24 Let the User know Temporarily out of stock

25 Back to basics but so much more Newer Signals.. CTR Bounce rate Relevancy Time on site Consider.. Keywords in Title tag should accurately reflect the page content A Listing in Google at Number 3 can get more clicks than a number 1 listing. Your Title is your SERP headline.. GRAB More clicks with a punchy headline.

26 Meta Data.. SEO Like it s All over again

27 Every Element Counts Does the title match what searchers want? Does the URL seem compelling enough? Do you get the brand dropdown? Do searchers recognize & want to click your domain? Does the description create curiosity & entice a click?

28 Great Experience Information easy to find minimal clicks to get to anything. Effective site search Site speed key to humans and search engines. Easily shareable on Social Platforms Your site is your content hub/s Responsive Design Optimise for users & Google! Build an Authoritative site

30 People are impatient!

31 Sources: A one second delay in page response can result in a 7% reduction on conversions. Akamai.com, Gomez.com

32 RESPONSIVE One Site One Product Database One interface One SEO Strategy

33 #SEO Is a Single Channel? NO.. Take a Multi Channel Approach

34 5 Simple Takeaways to Sell More in 2015 Use Google s Tools Keyword Research for Google and for Users Deal with those EOL Products correctly Are the basics strong? Analyse The Data Adapt As You Go

35 Question Time

An Advanced SEO Website Audit Checklist

An Advanced SEO Website Audit Checklist A Top Level Overview Easy to download, print, and check off as you go. Test number of indexed web pages - Typically businesses wants their homepage showing as the