7 Deadly Sins of Ecommerce SEO

Download 7 Deadly Sins of Ecommerce SEO

Post on 07-May-2015




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Has your site been punished by recent algorithm updates? It could be time to audit your SEO and make changes to help you climb the search engine ladder. Check out this powerpoint presentation from our SEO team to learn about 7 major mistakes that your site could be making, and how you can fix them.


  • 1.Alison Garrison Guliz Sicotte SEO Manager Director of ServicesConfidential and Proprietary Information

2. Why SEO matters to Ecommerce The Panda & Penguin Updates The 7 Deadly Sins of SEO Takeaways Q&AConfidential and Proprietary Information 3. Ecommerce is more competitive than ever Organic traffic is targeted and valuable Stores who rank are viewed as legitimate 60% of consumers use search engines toresearch products prior to purchase* SEO results compound over time *Source: EConsultancyConfidential and Proprietary Information 4. Low quality pages Over-optimized content, low-quality content & duplicatecontent Poor user experience / weak engagement metrics High bounce rate Low click through Little time spent on site Low social media Cloaking & deceptive redirect tactics Low quality links Excessive paid linking, link exchanges & off-site spam Over-optimized anchor textConfidential and Proprietary Information 5. Devalued: Exact match URLs Keyword frequency / keyword stuffing Increased the impact of: Search personalization Localization / local results Social media metrics User generated contentConfidential and Proprietary Information 6. http://www.seomoz.org/google-algorithm-changeConfidential and Proprietary Information 7. Confidential and Proprietary Information 8. Relying on software to optimize your website Borrowing content Not improving upon thin content Not updating content with reasonable frequency Not sharing content via social media and syndication channelsConfidential and Proprietary Information 9. Reseller page Manufacturer pageConfidential and Proprietary Information 10. High ranking competitor pagesConfidential and Proprietary Information 11. Craft useful, unique, descriptive content Do not borrow content from another site, ie. manufacturer productdescriptions. Google snippets display product descriptions. Stand out from thecrowd to convert. Content is more than just text. Its images, videos, infographics, spec sheets, product reviews.Confidential and Proprietary Information 12. Source: SeomozConfidential and Proprietary Information 13. Utilize user generated content (UGC)Boosts keyword relevancyProduces valuable long-tail keywords written in user syntaxConstantly updates page contentSignals high user engagement Regularly update content on your website Write about new features, product comparisons, how-to articles,use social channels, ask customers for reviews, create videos Share content on social networks and via syndication channelsConfidential and Proprietary Information 14. Letting design trump content No indexable HTML contentConfidential and Proprietary Information 15. Letting design trump content No indexable HTML contentConfidential and Proprietary Information 16. Office Depot misses the mark on making its highly valuable user-generated content indexable!Confidential and Proprietary Information 17. Undiversified or no inbound link profile Not engaged in social media channels Exact match keyword anchor textInbound link profile of a site Inbound link profile of a site NOTaffected by Penguinaffected by PenguinSource: Searchenginejournal.comConfidential and Proprietary Information 18. Ensure your pages contain indexable HTML content Know your anchor text distribution Build a diverse and descriptive inbound link profileConfidential and Proprietary Information 19. Confidential and Proprietary Information 20. It is unhealthy to obsess over Optimization in general A single SEO tactic Rankings or PageRank A single keyword A competitorConfidential and Proprietary Information 21. Dont obsess over a single piece of the pie! 7% Link Profile 7%Keyword Usage6%42%Technical Optimization & OtherKeyword Agnostic Factors12%Traffic Quiry DataSocial26%OtherConfidential and Proprietary Information 22. Confidential and Proprietary Information 23. For years, this worked! Dominated SERP results Made them a lot of $ and led to aggressive companyexpansion (more keyword rich URLs!)Confidential and Proprietary Information 24. Confidential and Proprietary Information 25. Acknowledge that algorithms are complex! Craft a multifaceted online marketing strategy Take it easy with your keywords and exploit semantic indexing Be outcome-focused not activity-focused Regularly measure results so that you understand what is working and adjust your campaignConfidential and Proprietary Information 26. Confidential and Proprietary Information 27. Excessive paid advertising Disproportionate # of paid links Trying to be Walmart Diluting your product focus Creating duplicate sitesConfidential and Proprietary Information 28. Confidential and Proprietary Information 29. Confidential and Proprietary Information 30. Confidential and Proprietary Information 31. Confidential and Proprietary Information 32. Confidential and Proprietary Information 33. Take is easy with the advertising Avoid / limit paid links Dont take a hatchet to your links Dont create duplicate stores Dont dilute your site relevancy with random productsConfidential and Proprietary Information 34. Confidential and Proprietary Information 35. Trusting fly-by-night SEO Experts Implementing outdated SEO tacticsMeta keyword optimizationKeyword densitySearch engine submissionLink exchangeExact match domain nameNon-varied anchor text, etc. Doing the wrong type of work Writing content for contents sake Improper use of redirectsConfidential and Proprietary Information 36. Confidential and Proprietary Information 37. Stay up-to-date on SEO developments Do your homework when hiring an SEO firm Make a checklist of questions to ask Show them the door if they guarantee topposition, talk about outdated tactics, dont touchyour site, report on just rankings, charge by thelink, etc. If its too good to be true, run! If youre doing your own SEO, Stick to best practices Ask an expert, if you dont know howConfidential and Proprietary Information 38. Confidential and Proprietary Information 39. Unwillingness to invest in SEO Trying it out Not listening toyour audienceConfidential and Proprietary Information 40. Denial of reality - New business? - No data? Denying what the data says - Unbranded SEO traffic - Inbound links - RankingsConfidential and Proprietary Information 41. Set realistic SEO goals and measure performance Use Google Analytics, its free! - SEO Queries report - SEO Landing pages report - Custom reports - Page Efficiency http://www.kaushik.net/avinash/best- downloadable-custom-web-analytics- reports/Confidential and Proprietary Information 42. Use Google Webmaster tools. Thats free too!Fix crawl errors and 404 pagesAnalyze search queriesAnalyze inbound links and anchor textFix duplicate content issuesConfidential and Proprietary Information 43. Confidential and Proprietary Information 44. SEO is an ever-changing, experimental scienceTime is an algorithm variableA stop & start approach is not effectiveThere are only ten 1st page positionsYou are competing with large established brands who have been involved with SEO for years You eat an elephant one bite at a time!Confidential and Proprietary Information 45. Confidential and Proprietary Information 46. Remember that SEO is an investment in your companys future Start with niche keyword terms Become data driven NOT reactionaryConfidential and Proprietary Information 47. Sloth Invisibility Obsessiveness Greed Ignorance Denial ImpatienceConfidential and Proprietary Information 48. Confidential and Proprietary Information