seo planning for ecommerce
Post on 18-Nov-2014
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SEO Planningfor eCommerce
Presented by: Gregg Banse7th Pixel
Search Engine Optimization
The adjustment of html page entitiesand content for the express purpose
ofranking higher on search engines.
Brett Tabke - 2001
My Approach to SEO• It’s like Chinese cooking• Several key ingredients• Many variations yield many
results• No one way is correct• Assess and Adjust as you go
The Basic Ingredients• Theme Pyramid• Keywords• Content & Function Outline• Internal & External Links• Keyword to Content Map• Copywriting
Theme Pyramid Structure
http://www.webmasterworld.com/forum34/68.htm
Ex: RoadRunner Sports1. Home Page2. Men’s Shoes, Women’s Shoes3. Road Running, Trail Running,
Tennis…4. Nike, Brooks, New Balance,
Asics…5. New Balance 1260
Level 1Home Page
Level 2Men’s Shoes
Level 5Product Page
Notes• Home Page has little SEO value –
it will take care of itself– Make a good impression to your
buyer– Provide spider food (deep links)
• Levels 2 – 4 – Accommodate multiple click paths– May actually be filtered results
Keywords• Keyword tools (including PPC)• Existing stats• Trade mags, discussion boards,
meet ups, social media, etc.• Gather, distill, & vet for quality
Content & Function Outline
• Identify all the parts and pieces• Explain what they’re for and how
they function• If there are rules – explain them• Be mindful of the pyramid, link
opportunities, and user experience
Content & Function
Internal & External Links
• Develop a strategy/recipe for internal links.
• Make the links useful and natural• External links from on-topic or
tangential topics are the best.• Ex. Manufacturer or trade magazine• Spreadsheets are very helpful
Example Category Level Internal Link Strategy
Example Product Level Internal Link Strategy
Keyword to Content Maps
• Page Title• URL• Content Description• Meta Title, Meta KW, Meta Desc• Hyperlink KWs
Copywriting• Use the Keyword to Content Map• Use the Content & Function
Outline• Add hyperlinks• Develop a consistent personality
Example Product Copywriting
Summary1. There are no rules – only
guidelines2. Develop something that works for
you3. Easy to understand4. Easy to use5. Measurable
Thank you.
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