less pain, more gain: realistic seo strategies

Confidential and Proprietary Information

Less Pain, More Gain SEO: Realistic SEO Strategies for Ecommerce


Confidential and Proprietary Information 2

Your Hosts & SEO Personal Trainers Alison Garrison, SEO ManagerJason Ferguson, Search Marketing Specialist

Continue the conversation @Volusion with #sell4Xmore



Topics We’ll Cover Today

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Getting StartedOn-site SEO Off-site SEO Social MediaDeveloping Your SEO Workout PlanSEO DiscountsQ&A

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Getting Started



The SEO Trinity

5Continue the conversation @Volusion with #sell4Xmore


Creating an SEO Workout Plan



Install Analytics on Your Website

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• Install analytics • Take baseline measurements, track

performance and identify opportunities

• Monitor important metrics• Organic traffic• Organic revenue• Organic assisted conversions• Referral traffic

• How to Set Up Google Analytics

• Analytics Implementation Service


http://support.volusion.com/article/setting-google-analytics-volusion

http://www.volusion.com/ecommerce-analytics


Access Your SEO Fitness Level

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Volusion Blog: How to Perform an SEO AuditVolusion SEO Audit services

Starter SEO AuditSubmit your website for a chance to receive a FREE Starter SEO Audit!


http://onlinebusiness.volusion.com/articles/how-to-do-an-seo-audit-why-its-important-for-your-stores-longterm-success/

http://www.volusion.com/ecommerce-seo-services

https://store.volusion.com/ProductDetails.asp?ProductCode=Starter%20SEO%20Audit


Create Your Workout Plan!

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• Measure success against your starting point• Commit to a long-term endeavor• Avoid “quick tricks”




On-site SEO: Make Your Website Content Count



What is On-site SEO?

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Changes made directly to your website • Lays the essential groundwork for

improved search engine visibility and includes:

• Technical optimization

• Keyword targeting

• URL structure

• Optimized tags

• Search engine and human friendly content



•Duplicate content

•Shady stuff

•Keyword stuffing

•Over aggressive internal linking

•Crazy footer links

•Exact match anchor text

Purge any “old school” on-site tactics



On-page optimization basics • Intuitive keyword selection

• Critical tags• Title tag, Meta description & Alt

attributes – H1s can be helpful too

• Optimized URLs

• On-page content• Unique, appropriately descriptive &

written for humans

• SEO Boot Camp Video


http://www.volusion.com/lp/webinar/seo-boot-camp/v2


What Humans See…



What Search Engines See…



Real Life Example

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• Brown Aircraft Supply’s strategy included:• Technical optimization• Keyword research• Tag optimization• On-page content

• In less than 3 months we experienced a:• 21.48% increase in organic traffic• 25% increase in organic transactions

On-page optimization of 15 pages


http://www.brownaircraft.com/


• Why is it valuable?• Increases keyword relevancy &

diversity• Builds your website’s authority• Attracts potential clients in earlier

stages of the purchase cycle

• Provide valuable content that:• Appeals to your target market(s)• Answers questions or alleviates

confusion• Solves problems• Entertains• Connects • Encourages sharing

Content creation



Real Life Example

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• Nearly 2,500 visits since the blog’s creation 4 months ago• Generated more than 6K in revenue thus far



Thoughtful website architecture

• Logical categorization and navigation menu structure

• Intuitive and easy to navigate

• Silos based on search phrasing

• Landing pages allow for keyword targeting

• SEO Boot Camp Video





Unique product descriptions

• Avoid or enhance manufacturer descriptions

• Provide:• Multiple product images• Sizing charts and critical information• Product videos• User generated product reviews• Anything that will help the purchase

decision making process


Confidential and Proprietary Information 21Continue the conversation @Volusion with #sell4Xmore


Technical Optimization

• Robots.txt

• Nofollow

• Custom 404 error page

• Sitemap declaration and submission

• Schema markup

• Canonical links


http://moz.com/learn/seo/robotstxt

http://searchengineland.com/infographic-nofollow-tag-172157

http://support.volusion.com/article/creating-custom-404-error-pages

http://moz.com/community/q/how-ro-write-a-robots-txt-file-to-point-to-your-site-map

http://support.volusion.com/article/how-do-i-create-google-sitemap

http://support.volusion.com/article/schemaorg-markup-volusion

http://support.volusion.com/article/schemaorg-markup-volusion

http://support.volusion.com/article/seo%23EnablingBasicSEOSettings


Advanced Keyword Research

Data-driven selection of keywords based on:• Search volume• Relevancy• Competition metrics• Competitor strategy• Current Webmaster Tools

ranking• Google suggestions• Paid campaign data• Keyword mapping • Sales funnel analysis



On-site Tactics Recap

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•Purge old, ineffective tactics•Optimize your Title tags, Meta descriptions and Alt attributes•Include on-page content

•Create content your audience wants •Implement strategic website architecture•Provide unique product descriptions

•Perform technical optimization•Use advanced keyword research




Off-site SEO: Making a Name for Yourself



What is Off-site SEO?

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SEO that is external to your website• Your brand and website’s presence on

the Internet• Mentions and citations• Links• PR• Social media

• Less immediate control than on-site

• More challenging than on-site



Leverage existing networks

• Professional affiliations

• Manufacturers

• Charitable organizations

• Business associations

• Distributors

• Friends in the industry

• Trade shows



Online profiles

• Google profile

• Yellow Pages

• Yelp & other review sites

• Local search engine listings

• Professional directories



Outreach

• Community forums

• Industry specific “hang-outs”

• Creative partnerships

• Answer sites*

• Blog comments*

• Guest blogs

* Proceed with caution



Real Life Example



Be newsworthy

• Media outreach

• Meaningful press releases

• Event participation

• Guest speaking

• Local Meetups

• Traditional media



Real Life Example



Establish authority

• Guest publications

• Solve problems and share solutions

• Write white papers, Ebooks, traditional books, how-to guides

• Associate publications with Google Authorship

• Have a byline ready



Link penalty corrections

• Move from link building to link earning

• Be judicious with anchor text

• Assess your link profile

• Prune undesirable links• Webmaster outreach• Disavow requests

• Resubmit when appropriate


https://support.google.com/webmasters/answer/2648487?hl=en


Real Life Example



Off-site Tactics Recap

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•Leverage existing networks•Complete online profiles

•Perform community outreach

•Be newsworthy•Establish authority•Correct link penalties




Social Media: Finding & Engaging Your Audience



Social Media as SEO Strategy

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Why social media?Social media, SEO and content marketing are becoming inseparable because social:

• Boosts website authority

• Sends traffic to ecommerce store

• Enhances content strategy

• Is just good marketing!


Taking care of the basics

• Identify your audience’s preferred platforms

• Set up your profiles

• Utilize Volusion’s social media features• Facebook feature in config variables• Facebook Store• Sharing feature

• Post promotions and coupons

• Post product recommendations

http://support.volusion.com/article/config-variables

http://support.volusion.com/article/volusion-social-store

http://support.volusion.com/article/adding-facebook-button-product


Maintain a presence

• Find an authentic voice

• Manage multiple networks• If you cannot do multiple networks,

focus on the ones you can • Only participate in networks that you

can commit to using regularly

• Regular engagement

• Using the system properly• Threaded comments vs posts• Appropriate outreach


Real Life Example

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Build your brand

• Craft a sophisticated strategy• Write community interest posts

that resonate• Build a following• Targeted ads• Utilize social media for customer

care and market research• Leverage community partners

• Do not:• Buy followers • Annoy followers with excessive

product blasting and e-shouting• Ignore posts or delete criticism


Real Life Example

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Social Media Strategy• Social media management coupled with Facebook Advertising• Spent less than $2K on advertising (approximately $600/month)

Social Media Campaign Outcome• Increased community size by almost 5K• Over 831,000 impressions/viewers• 7,310 Engagements• Average Click-Through Rate: 1.12%

Channel Comparison Cost Analysis:• Facebook Advertising - Average cost per 1,000 impressions/viewers: $4.81• Television Advertising - Average cost per 1,000 viewers: $20-$40


Social Media Tactics Recap

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•Identify social media platforms•Optimize platform profiles•Utilize Volusion social media features•Post promotions, coupons and product recommendations

•Find an authentic voice•Maintain a consistent presence•Regularly engage your audience(s)•Ensure you are using the platforms correctly

•Build your brand



Developing Your SEO Workout Plan



4 Steps to an Effective (& Sane) SEO Strategy

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Assess your company’s strengths and challenges• What marketing strengths and resources do you currently possess?• Where are you most struggling? (SEO Audit)• What can you keep in-house and what, if anything, do you want to outsource• What is your SEO and Social Media budget?

Create a list of viable on-site, off-site and social media tactics• Identify a few high-value, difficult tactics that you can realistically commit to• Augment those tactics with “low hanging fruit” from the easy and moderate realms

Track performance with Google Analytics and Webmaster Tools• Monitor progress specific to your tactics • Adjust your strategy based on metrics

Avoid burnout • Take things step by step• Celebrate your milestones

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Example #1



Initial Assessment

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• Strengths• Strong industry connections, especially in NYC• Involved in trade shows and industry events• Owner has a large LinkedIn network• Moderate brand awareness• Strong website architecture• Analytics has been tracking for 1+ years

• Challenges• Poorly optimized tags• No on-page content• No technical optimization• No internal copywriter• Little to no content marketing• Weak link profile



Plan in Action

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• On-page optimization for high level landing pages• Leverage existing networks

• Content Strategy• Create and maintain a blog• Plan a purchase resource library • Outsource to a copywriter or hire an in-house content specialist

• Implement enhanced product descriptions

• Technical optimization



Example #2



Initial Assessment

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• Strengths• Active returning customer base • Talented writer on staff• Brick-and-mortar storefront• Excellent ratings on review sites

• Challenges• Bought bad links in the past• No Analytics tracking• Recent product recall• Blog has not been updated in several months• No technical optimization• Unverified local profiles



Plan in Action

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• Install Analytics ASAP• Complete local online profiles

• Write unique product descriptions• Write regular press releases and newsletters• Perform basic keyword research and enrich pages• Reach out to local volunteer groups as a resource

• Work to correct harmful links• Use social media for customer care, advice and market research• Create targeted social advertisements



Example #3



Initial Assessment

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• Strengths• Has strong tags and content• Already ranking well for part numbers • High search volume for branded terms• Extremely knowledgeable staff at all levels• Product lineup rarely changes• Highly competitive pricing on all products

• Challenges• Product descriptions are actually images• Some minor site architecture issues• No Google profile• Seasonal demand for landscaping products• No ecommerce tracking



Plan in Action

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• Install ecommerce tracking• Complete online profiles

• Replace image-based product descriptions with text-based content• Change site architecture to remove steps from the buying process

• Have staff create product demonstration videos• Use analytics for conversion analysis/research




SEO Promotions



Discounts on SEO Services

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Good throughout March 2014• Volusion Promotions

• Commit to 5 months of SEO service, we will give you the 6th month free• Purchase 3 months upfront, we will waive the set-up fee• Call 1-888-750-3996 to learn more

• Webinar Attendee Discounts• 15% off select SEO Services

• Can be used in tandem with 6 Month promo for 15% off first month• Call 1-888-750-3996 or email [email protected] with “SEO Discount” in

the subject line• Ask about the Starter SEO Audit

• 5 free SEO Audits to give away• Use #sell4Xmore @Volusion on Facebook and/or Twitter• Winners will be announced on March 20th in our follow up blog post


mailto:[email protected]



Interested in Learning More?



Contact Our SEO Services Team

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• Call 1-888-750-3996 or email [email protected]

• Use #sell4Xmore @Volusion on Facebook and Twitter

• Follow the Volusion blog to learn more about SEO and ecommerce advice


mailto:[email protected]

http://onlinebusiness.volusion.com/



Q&AThank you!


less pain, more gain: realistic seo strategies

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