seo ecommerce - webshaper stores

© Copyright 2009. All Rights Reserved. Neowave

TOC

• What is SEO?– On-site Optimization– Off-site Optimization (Link building)

• New website? What you should do.

• Optimizing webShaper Stores

• Resources

• Tools


What is SEO?

Optimize your web pages so that

Search Engines understand and ranks your

web pages high (1st page) for the targeted

keywords.


SEO = On-Site + Off-Site Optimization

On-Site Optimization– It’s about how you optimize your ecommerce

store & product pages in a way that best understood by GYB and thus ranked high for keywords relates to your products.

Off-Site Optimization– What people says about your online store

matters. And in online world, a link is a vote. Off-site optimization is about Link Building.


Do you know!?

Google uses more than “200+ signals” to determine how your

website is ranked for particular keyword(s).

They keep tweaking the algorithm as frequent as half-dozen major / minor a

week!


SEO Part I – On-site Optimization


SEO – what’s normally NOT done right?

Typical mistakes made…• No unique Title on every web pages.• No unique meta tags – Meta Description &

Meta keywords.• No content structure <H1> <H2> <H3> …• Too little text content for products. • Product Contents - Too little or Keywords

repetition insufficient.• Images not optimized (Name, ALT tag etc)• Lacks inbound and outbound links.


<Title> of your web page

<Title> = Product Name – Category

Eg Your Proudct Category –Mp3 Players > Apple Ipod > Ipod Nano 8GB

(Also known as Breadcrumb)

Eg: Ipod Nano 8GB – Apple Ipod – MP3 Players


<Meta Tag>

<meta name="description" content=“Latest ipod nano 8gb from Apple… ">

<meta name=“keywords" content=“ipod nano, 8gb, apple…">

webShaper automatically puts in product details, Brand, Model, Price, Availability etc.

(indicate Selling Signal – SEO for ecommerce)

Eg: <meta name="description" content=“Product:Ipod nano 8gb, Price: RM599, Ship: Malaysia…">


If you done both right…

Your webShaper Store URL Google will be displayed nicely on their

search results – which increase your click through rate (CTR)


Even looks good on Facebook


<H1> <h2> <h3> - Title / Subtitle / Content

Your Product Name, is actually a <H1> header tag


Too little contents for product


A better optimized product page


Product’s Content

Is your product copy sufficiently long (250words) and keyword-rich?

Both your images + your product copy are your salesman! Imagine you are talking to client, sharing with them what your product does, why they should “add to cart” and checkout now!

Don’t be lazy! Don’t copy exactly from manufacturer’s website (duplicated content).


Repeat Keywords naturally

How to optimize your product description?– What are the important key phrases for your products? – What would prospects type when Googling?– Does it indicate buying state, or just merely research or interest

stage?

Repeat the keywords naturally on your content,Natural means writing for your customers!

– Give them information to help them buy– Tell them why should they buy– On top of features, sell them benefits

(benefits, not features, sell products)– Link to External Review, Videos (on how to use your product, or

commercial) etc if any.


The Search Buying Cycle


The intent of the searcher matters

Interest or Researching Stage (normally more generic phrases!)

- LCD TV Benefits, LCD TV Comparison, Plasma LCD Reviews, LCD Buying Guide

Buying Stage (emotionally in buying mood and ready to commit purchase!)

- Sony LCD TVs 52” inch, Sony Bravia LCD KLV-46Z550A, Sony Bravia Special Promo, Discount for Panasonic TV 32”inch


Image Naming – Do it right

TypicalDSC00023.jpg

Much much Better

Ipod-Nano-8gb.jpg


Some non-SEO image elements #1

Sharp & Nice images matter

vs


Some non-SEO image elements #2

Multiple perspectives shots (where you can slot into your product long description, see webShaper UK

client at http://travel-zone.co.uk )


SEO Part II – Link Building


Off-site Optimization aka Link Building

• Link building, what the heck is it? – Think of it as a Referral / Recommendation– Think of it as a Vote– Think of it as simply as Word-of-Mouth.


Why people link to you?

• You are branded.• You are controversial / worth talking about.• You are the known-expert in your fields.• You provide very good content

– Easy to read, Easy to Understand, Descriptive, Funny

• They bought from you, they like your service and they talk about it on their blog (or Facebook & Twitter)

• You pay them (what else!?)

Bad news: it’s not so easy to get people to link to acommercially driven site like ecommerce store - since moststores will lack unique, linkable content.


Ideas to help you secure links

• Submit to Directories – Botw.org / Business.com etc• Buy links via website like Sponsoredreviews.com • Throw a competition (asking for backlinks)• Exchanging links with Complementary Sites, or

even competitors website which does not cover shipping to your targeted countries

• How-to Articles for your products (how to choose your prom dress, how to do a perfect makeup for valentine days etc)


Ideas to help you secure links

• Sponsor a Shopping Freeze for bloggers / community• Get people to reviewing your Products / Ecommerce

Store• Get links from Suppliers / Manufacturers / Associates• Submit Coupon Code to site like Retailmenot.com • Participate in forums / group.

But nothing beats providing excellent services to clients!You profit most from repeat purchase from customers!


Basic Concepts of BackLinks

Get the right Anchor Text as your back links

Linking to your Store ?• What your store is about? • What main products do you promote? • Targeting certain country only?• Eg. Selling Baby Products mainly targeting

Malaysia? Try Malaysia Baby Online Store• Specify the Link Text Naturally

Tips: You can learn a great deal from existing website that ranked highfor the keywords you are targeting


Basic Concepts of BackLinks

Linking to your Products?• Pink Prom Dress

(directly to product page)

• Casio Gshock Watches(directly to product category)

Again, make it look natural. Meaning all backlinks

should not look exactly the same and happened in

a very short time.


Get only Quality Links - iRAQ

iRAQInbound links – Relevancy, Authority, Quality


iRAQ (Inbound Links = RAQ)

• R – RelevancyIs the site linking to you relate to your products / services / business?

• A – AuthorityDoes the site command trust? Expert in the field or business you are in? Link in Thestar.com.my articles carry more weight that johndoe.com etc.

• Q – QualityDoes the site properly constructed? Have lot of inbound links itself? High Page Rank? High inbound links while Low outbound links? Etc etc.


Or use Quality Content to pull links

InboundLinks

(iRAQ)E-Com

Quality Content

Other Site Pages


What Type of Links Matters?

What are Quality Links?– Blog Post Links– Article Links– Links from Partners

(Brand manufacturers etc)– Industry Resources– High Quality Paid Links

(Human-Edit Control like Yahoo Directory, Business.com, BOTW.org etc)


Advanced SEO for E-commerce

• Blog & Tweet about every new products

• Social Media – Facebook, Digg, Delicious, StumbleUpon

• User Rating & Review Strategy

• Link-Juice Sculpting via rel=nofollow

• Widget Linking strategy (inbound links)

• Tagging (User Generated Content)

• Localized Optimization – domain / IP


Final Output – Above the Fold (No scrolling!)


#no1 ranking is possible!


New Stores? What you should do.

Submit your website to GYB- http://www.google.com/addurl/- http://www.google.com/local/add/ (Google Local Business)- http://siteexplorer.search.yahoo.com/submit - http://www.bing.com/docs/submit.aspx

Already own existing websites?- Place banner and text link to it,

Text Link Eg: shop online at estore

Submit Sitemap to GYB (highly recommended)- http://www.google.com/webmasters/- https://siteexplorer.search.yahoo.com/mysites- www.bing.com/webmaster


Optimizing webShaper Stores

Home Page Title– What do I sell? What does my store stand for (any niches)?– What will people type when googling for my type of store / products?

Tips: Type 5 keywords, starts with the most important products / brands as the first Title wording.

Eg- Seiko Watches, Rolex, Casio, Tissot, Oris – Malaysia Online Watches Store – mywatches.com

Or describe your store main theme.

Eg - Malaysia Online Watches Store – Seiko Watches, Rolex, Casio, Tissot, Oris – mywatches.com


Samples…


Avoid this…


Optimizing Product Page

What will people type when googling for my type of store / products– Name your product properly…– Also name your pictures properly…– Describe your product properly (as if you were talking to client)…– Give information which helps your clients to understand in details what

your product does, and other related information in helping them to make purchase decision.

– Link to what matters (reviews, official brand site, youtube videos)– Product Content – contain enough keywords? Is it repetitive (natural

keyword stuffing)? Are certain keywords bold?– Internal Link, Link to blogs, Related products.– Get customers to add users ratings and review!

• User stories • 78% - customer recommendation are the most credible form of advertising

(Nielsen)– Link, Link and Link! Do internal linking and link to quality external

resources is highly recommended!


Avoiding These if possible


Resources

webShaper E-commerce Learning Center– www.webShaper.com.my/Learn/– www.webShaper.com.my/Blog

Around the webs– http://www.seomoz.org– http://www.seobooks.com – http://www.stephanspencer.com – http://www.naturalsearchblog.com


Join us and Stay updated!

Twitter.com/webShaper

[email protected]

Facebook.com/webShaper

Facebook.com/MalaysiaOnlineStore


The End


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Appendix 1: Search Engine Indexing Limits

Page File Size

No more than 150 kilobytes Before Images, CSS and other Attachments

Links Per Page

No more than 100 unique links per page

Title Tag

No more than 70 characters

Meta Description

No more than 155 characters


Appendix 2: Relative Importance of Keywords Placement

seo ecommerce - webshaper stores

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