Shopify expert session #1

November 29, 2013

Promodo at a Glance

Speaker

Anna Korolekh Promodo

Webinar main points

SEO for e-commerce best practice guidelines

• Site structure

• Keywords, titles & content

• Indexation

• Duplicate content

• Analytics

Shopify most common SEO pitfalls

UX and CRO e-commerce best practice guidelines

• Navigation and search

• Product pages, sorting and filtering

• Good and bad examples

SEO e-commerce best practice guidelines

Site structure:

Site structure:

• Easy to navigate, intuitive for users

• Logical hierarchy for the search bots

• Smart link juice flow

Internal linking:• Link to the most

important for SEO pages

• Link using keywords in the anchor text

• Link from the text

Common Shopify structure issues:

A better Shopify structure:

How to fix it easily:

Indexation:

Indexation & duplicate content:

• Redirects and server response codes

• Sitemaps• XML• HTML

{% if page_title contains 'Whatever' %}<meta name="robots" content="noindex, follow, noarchive">{% endif %}

Indexation & duplicate content:

• No more than 100 links per page

• Minimum of CSS and images

• Links in Java or images

Indexation & duplicate content:

Indexation & duplicate content:

Indexation & duplicate content: • Overcomplicated site structure, “dead ends”

Indexation & duplicate content: • No “Speaking” URLs

http://someshop.com/collection/things/products/2756-825417

Indexation & duplicate content: • Rel=“canonical”

• Pagination: rel=”next” & rel=”prev”

Keywords, titles & content:

Keyword research:

Copy and paste your ideas into Google Keyword Planner, add ideas using Google ”Searches related to”, Ubersuggest tool and check their search volume

+ check and consider your successful competitors keywords (SemRush)

Cleanse the list – remove too broad, too competitive (use SEO Quake or MOZ plugin) queries

Define your target audience and brainstorm for the keywords

Titles:

Title tags:

Use your keywords in the title, but never stuff more then two repetitions of one and the same keyword and don’t stuff too many keywords – test how it’s going to look like!

Put the most important key phrase at the beginning and close the title with your brand

Make sure your titles give a clear idea of what the page is about

Visible part is 512 pixels long!http://seo-website-designer.com/Google-SERP-Emulator

Content:

Content: Each page should have a unique piece of text content

Content: Optimize the pages’ text:•use h1, h2 headings, wrap your keywords into h1’s and h2’s•use your keywords in the page body•link to relevant pages from the text using keywords as anchor texts

Make use of user-generated content: reviews, comments http://www.reviewme.com/

Small bonus:

Analytics:

Analytics: Make sure you have installed a unique Google Analytics tracking code without any bugshttps://chrome.google.com/webstore/detail/tag-assistant-by-google/kejbdjndbnbjgmefkgdddjlbokphdefk?hl=en

http://charitablecreationsjewelry.comhttp://www.sole2sole.sg/http://www.thenewyorknightlife.com/http://www.balancebikeoutlet.com/http://www.swankyoutlet.com/http://www.elliecrate.co.za/http://www.icollectionshop.com/

Google Webmaster Tools

Analytics:

Analytics:

Analytics:

Analytics:

UX and CRO e-commerce best practice guidelines

In 90% of cases, customers drop off during the checkout because of complete fail of usability

1. Navigation

2. Search

3. Product pages (images, reviews, descriptions)

4. Filters and sorting

5. Special offers

Top 5 must-checks in Shopify UX

Navigation: Navigation: show product categories & important info

Navigation - breadcrumbs:

http://docs.shopify.com/support/your-website/navigation/creating-a-breadcrumb-navigation

Navigation - breadcrumbs:

Search:

Product pages:

Product pages:

Product pages:

Product pages:

Sorting and filtering:

Special offers:

Special offers:

Test, test, test!

Let’s sum it up:

• Think of SEO before you build your website (and in the process and after :)

• Create sitemaps, mind internal linking patterns• Don’t be lazy – create unique titles and descriptions for

your products, optimize your site’s content• Pay attention to analytics, set up correct tracking and

monitor it• Try to show off all the benefits of your site• Don’t make your users think too much when using your

site• Test your website’s usability

Thank you for your attention!

Anna KorolekhMarketing manager at Promodo

e-mail: a.moseva@promodo.comSkype: ann.moseva

Free online marketing auditWe would like to invite all you to take a free 10-15 minutes personalized webinar for a quick audit of your website and marketing campaigns by Google certified experts.

- Quick usability audit of the existing site;- Quick SEO audit and review of existing analytics;- Audit of PPC campaigns;- Technical audit;- Best practices of conversion rate optimization;- General online marketing strategy insights.

Free online marketing audit

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