seo for ecommerce today - janet driscoll miller, search mojo

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SEO FOR ECOMMERCE TODAY JANET DRISCOLL MILLER MAY 22, 2012

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Janet Driscoll Miller, President & CEO, Search Mojo, presented the basics of SEO to the IDEA Industry Standards Committee (ISC). This presentation takes a look at how to impact/improve SERPs within the eCommerce realm and at eCommerce SEO opportunities.

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Page 1: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEO FOR ECOMMERCE TODAY

JANET DRISCOLL MILLER

MAY 22, 2012

Page 2: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCH-MOJO.COM

ABOUT SEARCH MOJO

• Search engine marketing firm founded

in 2005

• Specialize in:

– Search engine optimization

– Search engine advertising

– Social media advertising

– Online reputation management

– Analytics

• Located in Charlottesville, Va.

– Charleston, SC office opening

Summer 2012

Page 3: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCHMOJO.COM

OUR CLIENTS

Page 4: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCH-MOJO.COM

WHAT IS SEARCH ENGINE MARKETING

(SEM)?

• Search Engine Optimization (SEO)

– Act of improving “natural” result rankings on search engines via

tactics that adjust elements that are important to search

engine algorithms

• Pay Per Click Advertising (PPC)

– Also known as “sponsored results”, advertising that appears to

the top, bottom, or side of search engine natural results

– Typically cost is generated on a “pay-per-click” model, where

advertiser pays for each click a searcher makes on an ad, vs.

the traditional online marketing method of “cost per

impression”.

Page 5: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCH-MOJO.COM

ANATOMY OF SEARCH RESULTS GOOGLE

PPC

Ads

PPC

Ads

Organic / Natural Web Results

Page 6: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCH-MOJO.COM

HOW SEARCH ENGINES

ORGANIC RANKINGS WORK

Search

Engine

Server

Searcher

Searcher

enters

query

Engine

returns

results

Websites

Bots index

websites

Algorithm

ranks sites

Page 7: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCH-MOJO.COM

HOW A BOT INDEXES A WEBSITE

• Follows links through the website

• May index several pages at a time and come back often

• Sometimes bots visit several times per day

Website A

Website B

Website C

Page 1 Page 2

Page 2a

Page 8: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCH-MOJO.COM

HOW THE SEARCH ALGORITHMS WORK

• Complex mathematical equation

• Used to rank websites around a search term in the

search engine

• Key factors include:

– How often keyword appears in page content

– Quantity and quality of links pointing to site

– Age of the website or page

• Result is a position in the search engine result page

(SERP)

Page 9: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCH-MOJO.COM

WHY IS SEO IMPORTANT?

Page 10: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCH-MOJO.COM

WHO IS RESPONSIBLE FOR SEO?

• Answer: It depends!

– Marketing

– IT

• Both play a pivotal role in the success

of SEO

• Marketing must make SEO part of its plan

Page 11: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCH-MOJO.COM

THE 4 BASIC COMPONENTS OF SEO

• Keyword Research

– Select good keywords

– Not too broad (“shoes”), not too specific (“Asics Gel 2010 running shoes”)

• Content Editing

– Include the keywords in the text of the website

– Keyword Density: percentage of times that a keyword appears in page text

– Site structure

• Certain technologies can “block” search engine bots

• Inbound links

– Serves as a measure of site “popularity” on a subject

• Social Media Monitoring

– Tweets count as inbound links

– Find new sites to link from

– Social profiles and Google Plus

Page 12: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCH-MOJO.COM

INFLUENCE OF SOCIAL MEDIA ON SEO

• Google Search Plus Your World

– Shows personal results by default

– Based on your “social circle”

• New thoughts on what constitutes

“popularity” or “expertise”

– We used to share things through links on

blogs/websites

– Now we share info via social media

Page 13: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCH-MOJO.COM

WHAT ABOUT THIS INDUSTRY?

• Recent Updates:

– Panda and Penguin

• Penalize sites for duplicate content

– Watch your site rankings closely

• To fix:

– Edit content

– Claim ownership

– Differ it somewhat in verbiage from

site to site

Page 14: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCH-MOJO.COM

WHAT ABOUT THIS INDUSTRY?

• Rich Snippets

– GREAT to enhance click through and visibility

– Does NOT improve rankings

– Add code around current page content

to enable

• Shopping Results

– Create FREE Google Merchant account

to enable

www.google.com/merchants

Page 15: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCH-MOJO.COM

WHAT CAN YOU DO TODAY?

• Create a Google Plus profile

– Create other social profiles

– Link them up on your Google Plus profile

• Get in the Google Shopping Results!

• Use Rich Snippets

• Monitor your results closely

• Google Webmaster Tools

www.google.com/webmasters/tools/

Page 16: SEO for eCommerce Today - Janet Driscoll Miller, Search Mojo

SEARCH-MOJO.COM

CONTACT

Janet Driscoll Miller

[email protected]

800-939-5938 x101

Google+: +Janet Driscoll Miller

(and +Search Mojo)

Twitter: @janetdmiller

Facebook:

www.facebook.com/SearchMojo