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SEO for Ecommerce

SEO FOR ECOMMERCE HOW TO TRAIN FOR THE SEO GAMES Like everyone else, we've spent the last month cheering on the world's greatest competitors in this summer's games. We're almost as obsessed with track and field as we are with SEO. Any seasoned SEO expert will tell you, ecommerce sites are a unique challenge. So if you're ready to take your shot at gold in ecommerce SEO, it's time to start training. KEYWORD RESEARCH POLE VAU LT Success in the pole vault depends as much on the running start as on the jump itself. Broad terms are attractive because they have high search volume, but these terms appear early in the purchase cycle and have extremely high competition. TIP Combining highly relevant targeted and broad terms in your SEO efforts will maximize your short and long-term success. Rather than targeting highly competitive terms initially, focus on more specific keywords in order to gain organic search momentum. BROAD TARGETED LONGTAIL GENERIC KEYWORDS SPECIFIC KEYWORDS MORE COMPETITION LESS COMPETITION ON-PAGE OPTIIMIZATION JAVELIN Hitting your SEO target takes precise coordination and timing. Each element you optimize pushes your site a little further, increasing the distance between you and your competition. OPTIMIZED TAGS ON-PAGE CONTENT One of the first basic steps to optimizing your There are 3 main forms of content on your site: text, ecommerce site is to place targeted keywords in images and video. Optimizing each can help boost your search rankings and improve your site's online visibility. your HTML tags, including Title, Meta description, Headings, and Image Alt tags. But don't just write for search engines, optimize for human visitors too. TIP unique, keyword-rich descriptions Provide TIP Title tag and Meta description are product that often displayed prominently in differentiate you from thousands the search results snippets. of competitor sites using the same Clearly communicate what the destination page is about and manufacturer description. Utilize user-generated content (UGC) like convince prospective buyers to product ratings, reviews, click through to the site. After all, discussions and even guest blog posts. what's the use in ranking if no one bothers to click through? TECHNICAL OPTIMIZATION There is endless of technical от an range improvements you can implement to improve your site's rankings: internal linking strategies, URL naming conventions, social promotion integrations, code maintenance, identifying crawl errors and implementing redirects properly. Oc TIP Don't know where to start? Try a free analytics tool like Google Webmaster Tools to help you focus improving то on user experience as well as SEO performance for maximum return. Choose a search engine friendly ecommerce platform that will help you make technical adjustments quickly. OF CONSUMERS ARE MORE LIKELY TO PURCHASE GOODS FROM SITES THAT 60 OFFER CUSTOM CONTENT CONTENT CREATION RELA¡Y Search engines love fresh, relevant, keyword-rich content. And you know what? So do your customers! Creating meaningful content about your industry, interests or products helps meet the needs of your audience and positions your site as an authority in your field. So how do you do that? It takes a coordinated effort of creation, publication, promotion and analysis. OF POLLED MARKETING PROFESSIONALS 92 SAY CONTENT CREATION IS ONE OF THE MOST EFFECTIVE SEO TACTICS CREATE PUBLISH ANALYZE al PROMOTE CREATE O PUBLISH Content should be about meeting the It's important to get your content out needs of your customers first. Use your in front of your audience. You can keyword research to identify topics publish content on your website, on a blog and even on other people's sites. Look for publishing partners that your target audience will naturally want to read and share. or Remember, "content" doesn't just networks with similar interests and mean writing - you can use photos, audiences, and work to get your videos, infographics and more. content published on their sites. TIP Be sure to include relevant TIP Include keyword-rich and keywords in meaningful descriptive anchor links back ways, to help long and to your store but don't short-term rankings. Content over-do it. Only include links isn't about keyword stuffing that appropriate, are - in fact, "over optimization" relevant, and genuinely can injure your site's performance. helpful to your audience. PROMOTE l) ANALYZE Now get the word out! Don't be afraid Constantly monitor your SEO efforts, to promote your content across all the using a reliable analytics tool, such as available, appropriate channels. The Google Analytics. Measure the organic traffic, influence and ROI of every possibilities are endless, but the goal should always be earning quality piece of content you create to backlinks to your site for increased determine what works best. Take exposure. baseline measurements to compare against future data. TIP Share content social TIP Identify keywords that are on networks, send it to your not only attracting traffic to your site, but also resulting in conversions. Don't forget email subscribers, syndicate on article networks, distribute press releases, to analyze engagement spread the word in your metrics like bounce rate, professional and personal communities. time on site, and pages viewed as well as Use social bookmarking widgets to make social metrics, blog comments and it easy for your audience to share your trackbacks. Use these insights to identify content. future content creation opportunities. ALGORITHM UPDATE HURDLES No matter how big your lead, you can always get tripped up by algorithm updates-especially if you are relying on IMPORTANT UPDATES outdated tactics or have an undiversified SEO strategy. The search engines are PANDA • Targeted low quality pages • Targeted content farms and always adjusting their algorithm with the intention of improving search results sites with duplicate content for their users. While we can only • Devalued sites with weak speculate on future algorithmic updates, engagement metrics there are plenty of lessons we can learn PENGUIN from past changes to make the right decisions today. • Targeted link farms and sites with poor quality links • Targeted "keyword stuffed" and "over optimized" sites • Devalued sites with undiversified link profiles SEO MARATH0|N The marathon is the ultimate test of performance, strength and willpower. And that's exactly what you'll need in the race to the top of the search engine results. Optimizing for key search terms, adjusting for the best user experience and providing fresh, relevant content for your users can drastically improve your search rankings and your traffic... but it takes time and endurance. The good news is, if you optimize correctly, your efforts will provide measurable results that compound with time. Check out these stats from real Volusion SEO customers: 96% INCREASE 202% INCREASE ORGANIC TRAFFIC ORGANIC REVENUE 12 MONTHS 9 MONTHS 6 MONTIS 3 MONTHS GO FOR THE GOLD In the competitive world of ecommerce SEO, winning gold takes more than simply listing products for purchase. Staying on top of the search results takes constant effort. A solid SEO strategy involves on-page optimization, SEO creating relevant content, earning quality back-links, measuring results and refining your performance. It's a race that never ends. Fortunately, you don't have to do it alone. If you don't have the time or resources to manage your ecommerce SEO, we can help. Visit Volusion.com to learn more. *Based on the campaign performance of Volusion clients utilizing SEO Marketing Vvolusion Services for 12 or more months SOURCES: VOLUSION SEO CUSTOMER DATA, SEARCHENGINEWATCH.COM, SEARCHENGINELAND.COM, SEOMOZ.COM www.VOLUSION.COM DIFFICULTY TO RANK SEARCH VOLUME

SEO for Ecommerce

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To help you race ahead of the competition, we’ve created this infographic to serve as your SEO training guide. From on-page optimization to content creation and algorithm updates, you’ll learn tip...

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