On Page SEO & Miva Merchant
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This document provides an overview of on-page SEO best practices for e-commerce websites. It discusses optimizing page elements like titles, meta descriptions, URLs and canonical tags. It emphasizes creating unique product content through detailed descriptions and user reviews. It also stresses the importance of site speed and a responsive design for mobile users. The top action items recommended are to structure pages properly, optimize for speed, and develop a content strategy through blogging and user generated reviews.
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On Page SEO & Miva Merchant
- 1. BRENNAN HEYDE ON PAGE SEO & MIVA MERCHANT
- 2. Overview How to structure your pages for maximum SEO Creating Great Product Content Leveraging User Generated Content to boost your on page content Ensuring Your Site is Optimized for Mobile Top 3 Action Items To Take Home
- 3. Understanding SEO WHAT IS SEO?
- 4. Think Like A Search Engine What Does Google Want to show its users? • The best site available for what they are searching for • FAST • Great user experience • Relevant content / products • Mobile/Tablet Optimized (Responsive)
- 5. SEO BASICS
- 6. On Page v.s Off Page SEO On Page Search Engine Optimization • Page Structure (HTML) • URLS • Site Content & Keywords • Page Speed • Mobile Optimized Off Page Search Engine Optimization • Links, Links, Links • Domain Authority • PageRank, Age
- 8. Page Titles • One of the most important on page elements • Displayed on the Search Results Pages • Unique, descriptive, contain keyword you’re trying to target
- 9. Meta Tags • Description & Keywords • Focus on Description because it may be used in the search results pages • <meta name="description" content="The most flexible & secure ecommerce software on the market. Build your online store today with shopping cart platform by Miva Merchant.”> • Click Through Rate is a factor in your ranking
- 10. Canonical Tag Tells Google what is the “correct” URL to a page. Single line added to the page templates: <link rel="canonical" href="http://www.mivamerchant.com/universe" /> Helps for: • Pagination • Filters / Facets • Sorting Controls • Multiple links to the same product
- 11. Search Friendly Links Best Practices: • Use Your Keywords in the URL Structure • Keep them human readable, short Example: • /category-name.html is better than /1716162.html Product URLs • Try not have category code in URL, However if you do make sure you are using the canonical tag to “pick” one.
- 12. Search Friendly Links Miva’s URL Management
- 14. The Basics Still Matter • Page Title with Keywords • Content with Keywords • Canonical Tag • Keywords in URLs • Results: Indexed Page and generating traffic
- 15. Correct HTML Markup • Use Proper HTML structure on your pages • - H1, H2, H3 • - Move CSS / JavaScript to External Files • - Crawl-able Navigation
- 16. This is easy and should be done by everyone What is it? An XML Sitemap tells google about each one of your pages, how often it changes and any new pages you may add. Google Sitemap
- 17. Google Webmaster Tools • Great Free Tool (From Google) • Fix Crawl Errors, See Duplicate title tags
- 18. Page Speed Important Factor in Search Rankings Page Speed is more important for an commerce store. Speed directly impacts conversion optimization Every site in here has room for improvements in regards to page speed
- 19. Tools For Checking Page Speed https://developers.google.com/speed/pagespeed/insights/
- 21. Content Is King Writing Great Content is the single greatest thing you can do to help you sites rankings How: • Blog • Product Reviews • Videos • Unique Product Descriptions
- 22. PRODUCT DESCRIPTIONS • Your product descriptions should be sales copy to sell your products. • If possible do not use the manufactures description • Use your product description to differentiate your products from your competitors • Tell a story, evoke emotion, use keywords people would use to find that product
- 26. How to Create Unique Product Descriptions • Write it yourself - You know your products best • Hire someone in house • Outsource it: - fiverr.com - craigslist.com - freelancer.com - odesk.com • Focus on top 20% of products
- 27. BLOG
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- 32. Product Reviews • User Generated Content (and SEO copy) for your products • Let your existing customers “convince” your potential customers your product is worth buying • It is easy to setup and get started • Combined with structured data tags (schema.org) allows you to display reviews in Search Engine Results Pages • Check Out: PowerReviews, Shopper Approved, Bazzar Voice, Easy Reviews, Glendale Product Ratings
- 34. Pro Tip: Ask For Reviews • 14 to 30 days post purchase send an email asking customers to review the products they purchased • Very Effective • Make it easy and automated
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- 39. “Mobilegeddon” • April 21, 2015 Google implemented algorithm change that penalized sizes in Mobile Search Results if they were not optimized for a mobile device • Google Wants to display the best site with the best experience to the customer
- 40. Tools to Check Your Site • https://www.google.com/webmasters/tools/mobile- friendly/
- 41. 41 ACTION ITEMS
- 42. Action Items • Fix URLs • Canonical Meta Tag • Google Sitemap • 301 Redirects / 404s 1. Properly Structure Your Pages
- 43. Action Items 2. Optimize Your Site For Speed • Measure your current load times • Optimize Images, Reduce asset load time • Gzip Compression • Utilize Caching • Utilize Content Delivery Network (CDN)
- 44. Action Items • Beat your competitors with better images and more detailed descriptions • Utilize User Generated Content (Reviews) • Become a industry expert in your field through blogging 3. Develop A Content Strategy
- 45. Additional Resources • http://moz.com/blog/perfecting-onpage- optimization-for-ecommerce-websites • Tools • http://moz.com/ • http://www.semrush.com/
- 46. DOWNLOAD THIS SLIDE AT: WWW.SLIDESHARE.NET/MIVAMERCHANT THANK YOU BHEYDE@MIVA.COM