ecommerce seo – everything you need to know to succeed in 2015
TRANSCRIPT
Digital Marketing WebinarEcommerce SEO – Everything You Need To
Know To Succeed In 2015June 12, 2015 | Sarvesh Bagla, CEO & Founder, Techmagnate
www.digitalvidya.com
Ecommerce SEO
Introduction• Sarvesh: Founder & CEO, Techmagnate– Doing Search Marketing for over 8 years– SEO for Baggout.com, ReligareWellness.com, Dabur
Newu.in, FabAlley.com, Cilory.com, Gaadi.com, Guru.com – LinkedIn
• Techmagnate: Search Marketing Agency– Named Company of the year for SEO & PPC in
2014 by CIO Review– Top 10 Search Agencies in India by TopSEOs
CHANGING TRENDS FOR 2015Ecommerce SEO
Page Load Time
• Load times are critical for successful SEO. Slow sites lead to higher bounce rates, consequently leading to replacement by faster-loading sites on SERP’s.
• Not only affects SEO rankings, crawl rates and indexing, but also impacts conversions!
• Volusion suggests load time should be < 3 secs on desktop, < 1.5 secs on mobile
Around 18% of shoppers abandon the cart if the page loads too slowly (Radware). A half-second delay results in 20% less traffic to the site (Google). Even if shoppers stick around, they are less engaged and satisfied by a slow site. Reducing page load time by 100 ms can increase sales by 1% (Findory). Slow pages also rank lower in searches, are less likely to get indexed by search engines, and are less likely to be recommended by word of mouth. (source)
Research says…
What to do?
• Use gzip compression to reduce file sizes
• Minify HTML, CSS, Javascript
• Optimize image sizes• Use ecommerce
Optimized hosting• Great resource:
Top 10 tips to optimize page speed
Mobile Searches
• Get a responsive site with UI optimized for conversion on mobiles
• Mobile sites MUST be optimized for Page Load Time
Local Searches
• Local Search – critical for omni channel businesses like www.Newu.in– Lots of searches for store
locations
• Google picks signals like location, distance etc.
Schema – semantic mark-up• After Humming Bird update in late 2014
Google is now looking at the context of search and not just the search terms
• Use Schema Markup to help Google understand context better
• Define schema for products, offers, reviews
Get rid of black hat tactics
• Duplicate Products, Product Descriptions• Keyword stuffing• Site Wide links from affiliates, partners• Get rid of old, spammy quality links from
previous “seo experts”• Get a thorough back link profile audit• Remember ebay was penalized in 2014
Secure your website!
• Google announced in Mid 2014 that it’s going to start using HTTPS (secure HTTP) as a ranking signal
• At Techmagnate, we haven’t seen any benefit from implementing it
• But it can negatively affect your rankings if not implemented correctly
ESTABLISHED BEST PRACTICESEcommerce SEO – On Page
Content & Linking• Write unique product descriptions – avoid
manufacturer’s description• Encourage user reviews – google loves unique,
valuable, freshly generated content• Set-up a blog – encourage community by
starting conversations - talk about latest trends. And use the blog to build deep links to individual product pages
Clean URL Structure; remove duplicates
• Build relevant category, product urls – Bad-example.com/product_id?=123456743– Good-example.com/red-nike-shoe
• Duplicate Content = same content on 2 or more urls.
• This is one of the biggest problems in Ecommerce sites due to 1) Sorting, 2) Filtering, 3) Pagination and 4) Internal search functions
Solutions
• rel=canonical,• rel=prev/next, • selective blocking of
crawlers using noindex, no follow directives
• 301 redirects• Set preferred domains• Refine internal search
results pages
Some More Tips…
• Optimize for long tail keywords– “Buy yellow cotton bed sheets”
• Write catchy Meta Descriptions for products• Social Signals - Integrate Social Sharing buttons on
product pages• Keep pages for out of stock items live and running
– give Google a large base of stable, indexable content. Use other methods to tell users product is not available
Regular Health Checks
• Regularly check Google Webmaster Tools for errors – – Issues with sitemaps (products, images)– pages not getting indexed, crawling frequency– broken links– duplicate meta tags etc.
Advanced Ecommerce Analytics
5-10 MINS. EXERCISEHow effective is your SEO?
SEO Audit Tools
• Visit www.woorank.com– Submit your site and wait for it to generate the
audit report– How much did you score?– What issues did it highlight?
• http://tools.pingdom.com/fpt/– Did your site load in less than 3 seconds?
• https://developers.google.com/speed/pagespeed/insights/
– Did your site score above 80?
Thank you!TECHMAGNATE101, 2nd Floor, Harinagar, Ashram,New Delhi - 110-014 (India)
Phone: 011-43534779E-Mail: [email protected]
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Prepared by:
Sarvesh [email protected] with me on LinkedIn
www.digitalvidya.com
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