Beginner ecommerce SEO Best practices
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The document provides a comprehensive overview of search engine optimization (SEO) strategies for businesses, including the importance of keyword research, on-page and off-page optimization techniques. It emphasizes the benefits of SEO as a sustainable and cost-effective traffic source, while outlining key practices to enhance visibility on search engines like Google. Additionally, it offers insights into understanding consumer behavior and methods for tracking and optimizing SEO performance over time.
Beginner ecommerce SEO Best practices
- 1. SEO Specialist Seymour Digital Media
- 2. Warning: Fun Information overload. Today you’ll learn a lot. The Goal is to give you an amazing overview so you can understand communicate and implement your own Search Engine Optimization (SEO) Strategy. Seymour Digital Media
- 3. Agenda 1 2 3 We’ll be covering some topics which are key to consider whether you already have a store, or are in the beginning stages of planning your business. 4 What is SEO and its benefits Keyword Research On-site and off-site SEO Building for the long-term Seymour Digital Media
- 4. Special Thanks SPONSORED BY SHOPIFY Seymour Digital Media
- 5. Stories | Pip Seymour Background Education Bachelors in Psychology. Business 15+ Years in Advertising Sales and Marketing. Opened the agency Nov 2015. Hobbies and Passions Animals & Nature, Marketing, Business, and My Amazing Partner. SEYMOUR DIGITAL MEDIA
- 6. Beginner SEO Seymour Digital Media. We Teach SEO Your Maple Bay BC Digital Marketing Agency SEM Agency (SEM, SEO, SEA) Facebook Group 1000+ marketers and business owners. Seymour Digital Media SEM Specialists SEYMOUR DIGITAL MEDIA
- 7. STATS Search brings in the most traffic 38.1% of traffic going to ecommerce sites is organic. The absolute leader in search traffic generation is Google. (SemRush). 38.1%of traffic going to ecommerce sites is organic. Seymour Digital Media
- 8. CONSUMER BEHAVIOR TODAY Be in the Know. Powerful Ecommerce Statistics You Should Know 44% of people start their online shopping journey with a Google search (nChannel). 37.5 Of all traffic to ecommerce sites comes from search engines (SEMrush). 23.6% of ecommerce orders are directly tied to organic traffic (Business Insider). In 2020, ecommerce sales are expected to account for 15.5 percent of retail sales worldwide (Oberlo). 44% 37% 23% 15% Seymour Digital Media
- 9. What Is SEO? 1 1. What Is SEO and its Benefits Seymour Digital Media
- 10. SEO, or search engine optimization, is a marketing technique that focuses on helping your business show up in relevant search engine results. Also Called Organic Results or natural Results. Seymour Digital Media SEO
- 11. Home Painters of Detroit Seymour Digital MediaBeginner SEO Benefits of SEO ● It’s the best traffic source for quality leads ● It’s a sustainable source of traffic ● SEO is free (if you’re excluding time)
- 12. When someone types something into Google, they’re actively Searching for something. The top 3 results on Google get the most action (clicks) 97%. Getting your website (webpage) in front of people on a search engine is getting your business in front of people looking for products like yours. Seymour Digital Media SEO
- 13. SEO takes time but the results can be long lasting. SEO can be free. Unlike paying for ads, SEO doesn’t have to cost anything except for your time investment. You can do a lot yourself if you’re willing to learn. Seymour Digital Media SEO
- 14. Seymour Digital MediaBeginner SEO Search Engine Optimization As a business owner doing search engine optimization Your goal is to make sure that when a potential customer searches for things related to your business, your website appears on the first page of Google—and hopefully near the top. Electricians Mountain View Electric
- 15. Keyword Research 2. Keyword Research 2 Seymour Digital Media
- 16. Keyword Research 1 2 3 In this section we’ll cover some key things to consider when doing and thinking about and keyword research 4 What are keywords The Goal of Keyword Research Search Behavior Keyword Research Strategies Seymour Digital Media
- 17. Keyword Research 1 Keyword research is the most important aspect of your SEO strategy What are keywords? Keywords are the first step to a successful SEO strategy Seymour Digital Media
- 18. Keyword Research What Are Keywords A keyword is: a word or string of words (a phrase) that gets typed into a search engine. Short-tail or Head term- keywords are are made up of three words or less. Short-tail keywords have a huge amount of search volume but are also highly competitive. 1 Seymour Digital Media
- 19. Keyword Research What Are Keywords Long-tail keywords - are longer phrases of 3 words or more with lower search volume. They have a much lower search volume. But they are much less competitive. Keyword modifiers are adjectives, adverbs, shopping terms and any other kind of word that will bring the searcher more specific results. The modifiers change an aspect of the keyword but not its meaning. 1 Seymour Digital Media
- 20. Client proposal Keyword research is about understanding the terms people use to find your business. The goal of keyword research is to get traffic. You need to choose keywords (phrases) that people are actually searching for and that make sense for your business. Having a good your keyword strategy (developed by doing keyword research) is the first step before moving on to build your on-site and off-site SEO. Before we get into how to do e-commerce keyword research, you need to know that Keywords are grouped into 3 Categories which are related to search behaviors. The Goal Of Keyword Research Seymour Digital Media
- 21. REACH THE RIGHT PROSPECTS Search Behavior When it comes to e-commerce SEO, you have to consider buyer intent. Seymour Digital Media We want to figure out what someone is typing into Google before they make their purchase. 3 Types of Search Behaviors ● Informational ● Navigational ● Transactional
- 22. REACH THE RIGHT PROSPECTS Search behavior When it comes to e-commerce SEO, you have to consider the intent of the searcher Seymour Digital Media ***Special thanks to CoSchedule for use of the image
- 23. Keyword Research Informational Keywords Seymour Digital Media Keywords used to find information about a particular topic, person, product or service. Informational keywords help inform people. The are the beginning of the buyer's journey. An example would be ‘what is the most popular style of running shoes.’
- 24. Types of Keywords Navigational Keywords Seymour Digital Media Navigational keywords are keyword someone uses to navigate somewhere. For example, if you type the word New York Times into Google, you’re probably trying to navigate to the New York Times website. Pretty simple.
- 25. Keyword Research Transactional Seymour Digital Media Transactional keywords are used when someone is trying to complete an action. For example, someone searches the keyword ‘buy running shoes online’ or ‘professional pool service’ they are probably trying to make a purchase.
- 26. At the top of the funnel, people are simply looking for information related to a problem they have. Informational keywords help guide and build consumer trust Use A System | Buyer Intent Customer Funnel Seymour Digital Media *Image courtesy of Shopify
- 27. Testing Your Knowledge Be there when the consumer needs you Seymour Digital Media Which is which? 1. ‘cost of red runners.’ 2. ‘How to Choose the right running shoes for tall kids.’ 3. ‘sally’s shoe warehouse’
- 28. It is time to make a list of keywords that you want to use on your website and here is how. You’re going to be your own data Scientist. How To Do Keyword Research Keyword Research Seymour Digital Media
- 29. Brainstorm and SERPs Amazon and Competitors Testing Tools Brainstorming all the key that you think people search is important SERPs (Search Engine Results Pages) Use the things at your fingertips. Also use your competitors (amazon is a great place to do keyword research for e-commerce). Google keyword planner and other tools will help you find and decifier what keywords to use and why. Keyword Research 3 Step Strategy Choose the right keywords Keyword research is not that complicated, it can be quite creative (art + science) *Another solid idea to start your keyword research with, especially if you are somewhat new to a niche, is to look for industry thesauruses, glossaries, and wiki pages. Seymour Digital Media
- 30. BrainStorm All the keywords you think people would type into Google to find businesses like yours. SERPs (Search Engine Results Pages) Learn to look at search engine results pages with a keen eye.PAA (People Also Ask) and auto complete etc Ask yourself a lot of questions. Do a lot of searchers. While informational keywords have their place in ecommerce, the majority of your site’s product page keywords will be tailored around product searches. *Don’t forget You’re gonna want a place to save all your research. Brainstorming and SERPs Seymour Digital Media
- 31. Amazon Suggest Yes, Amazon is probably your competitor (and a search engine). But they are also the biggest ecommerce site online… which makes it a product keyword goldmine. Competitor sites Competitors also give you great intel (example headphones). Use and know who your competitors are. It will always help you. Don’t forget You’re gonna want a place to save all your research. 1 Amazon and Competition Seymour Digital Media
- 32. There are many tools that help with keyword research. Some paid some free. Keywords Everywhere (https://keywordseverywhere.com/start.html), which is a free search engine extension (chrome and firefox). Ahrefs A great tool (albeit paid) but a wonderful and helpful resources. Ubersuggest (free-ish - freemium model) tool. Tools and Testing Seymour Digital Media
- 33. Google Keyword Planner and Ahrefs GKWP is not very good at generating unique keyword ideas. It is great as a testing tool. 1. Gives Search Volume (most important metric when evaluating a search term). 2. “Competition” rating. (reflects how many people bid in Google Ads). 3. Top of page bid. How much people are willing to pay tells you a lot. Tools and Testing Seymour Digital Media
- 34. Keyword Research Tips Of Keyword Research Pro Tip: Amazon (also a search engine) will sometimes suggest categories above the keyword suggestions. These make great keywords to use for category pages (Thanks Backlinko). Pro Tip: While category pages may not convert as well as product pages, they still generate sales. So it makes sense to spend time finding keywords for your category pages too. When it comes to SEO for ecommerce websites, I recommend sticking with “medium” and “high” competition keywords (see in Keyword planner). Seymour Digital Media
- 35. Platform/Tool Keyword Monthly Search Volume Competition Avg CPC (Cost Per Click) Keyword Difficulty (SEMRush) Date Google Keyword Planner AHrefs Keywords Everywhere Other Tool Keyword Research Example Sheet Summary: Goal: Track and store your keywords Seymour Digital Media
- 36. Is the work you do to optimize your website for search. How? The Goal: is to tailor each page (category,product, page and post page) on your website to a specific keyword you want it to rank for. You’ve done the keyword research and tested those keywords now it is time to implement. 3. On-Page SEO 3 On-Page SEO Seymour Digital Media
- 37. On-Site Optimization Overview Source: Google Trends Customize example if possible The tactics we’re going to talk about can apply to product pages, collections pages, blog posts, and even your homepage. General rule: you want to try to rank for one keyword per page. If people come to your site through a search and don’t find what they're looking for, they're going to end up leaving (Bounce). Google notices this as a ranking factor. *Google’s job: Google wants to keep its customers, How it does that? They serve up relevant results. .
- 38. Title, Meta, URL Image Optimization Page Experience 2 Sides of a coin. Shopify does a lot for you but there is still something you can do. What makes you stay on a page? On-Site Optimization Connect People with Your Products Seymour Digital Media
- 39. On-Page Optimization Title, Meta, URL Source: Google Trends Area at the bottom of pages called ‘search engine listing preview.’ Make sure the fields called: Page title and Meta description. are filled out. Use the keyword you're targeting is in both. Seymour Digital Media If you don't fill them in, Shopify will automatically do it for you, but it won’t know which keywords you’re targeting so it's much better to do it yourself.
- 40. On-Page Optimization Images and Alt Tags Images can be quite heavy. At Shopify we worry about that so you don’t have to. Alt Tags: describe an image. It is an important part of a product description. If an image can't load for any reason, then alt text is shown instead. Alt tags: are also useful for visually impaired customers who may browse your site with a screen reader. Anything you write in the alt text will get read to them by the screen reader. It’s important that you take the time to ensure you’ve labelled each photo with the proper alt-text. Seymour Digital Media
- 41. Pages should be helpful and interesting to your customers. You want visitors to stay on the page, There are a few ways you can ensure a great user experience: ● Badges (payment types accepted, online security certifications). ● Charts if applicable. ● Reviews ● Check to see how things look on Page Experiences Seymour Digital Media
- 42. Off-Page (Off- Site) SEO OPPORTUNITIES 4 Seymour Digital Media
- 43. Off-Page Optimization Guest Posting Guest posting is when you provide informational content to another blog or media outlet, ideally one related to your niche. The idea is that when you guest post on another website, you can include links to your websites in the post. Seymour Digital Media
- 44. Off-Page Optimization Public Relations Public relations pieces are similar to guest posting, You are interviewed and the journalist/content producer includes a link back to your website in their article. The value of PR is that when you get featured in a media outlet, you benefit from the media outlets domain authority and you’re tapping into their audience. *HERO (Help a reporter out - A great site to sign up for). Seymour Digital Media
- 45. Off-Page Optimization Reviews from influencers Often when you think about working with bloggers or influencers, you think about whether a shoutout will help you increase sales. The truth is, there are no guarantees. Sometimes the SEO benefit can be getting a backlink from an influencer. Seymour Digital Media
- 46. Off-Page Optimization Brand reclamation Also called link reclamation, this is the process of finding websites that have mentioned your brand but forgotten to include a link to your website. The easiest way to do this is to use a tool like Ahrefs Site Explorer, but as I mentioned earlier this is a paid tool. You could also just use Google alerts to search for your brand, and go through all the mentions to make sure there are links to your site. Ahrefs Site Explorer (https://ahrefs.com/site-explorer) Seymour Digital Media
- 47. Play The Long Game. OPPORTUNITIES 5 Seymour Digital Media
- 48. REACH THE RIGHT PROSPECTS SEO is Not A Set It and Forget It thing.It is an ongoing practice that will help your business thrive (remember search engines algorithms change and update) Seymour Digital Media SEO Strategy
- 49. BUILD FOR THE LONG GAME Track, Review, Revisit, Optimize, Adjust, Pursue 1. Do keyword research for every new page. 2. Check Google Search console. 3. Check Google analytics to learn about your website and opportunities. 4. Pursue link building opportunities whenever possible Seymour Digital Media Four tips you can use regularly
- 50. BUILD A GREAT EXPERIENCE FOR CUSTOMERS You are Winning when people choose your business online. 99% Seymour Digital Media
- 51. Seymour Digital MediaKeep Learning Free Help ● help.shopify.com ● 24/7 Support ● shopify.com/acade my Shopify’s team is available to answer any questions 24/7 You can also learn more about SEO at the Shopify Academy, with the FREE SEO Training for Beginners course.
- 53. Thank You Seymour Digital Media
- 54. Continue Learning Resources | Additional Reading and Help Ecommerce SEO Backlinko Keywords everywhere extension HERO Give Away Sign up Keyword research Checklist Guide Live SEO Class Waitlist - https://pipseymour.typeform.com/to/hWq5qN Seymour Digital Media
- 55. Continue Learning Where You Can Find Me | Pip Seymour Join the Facebook Group - https://www.facebook.com/groups/CyberpunkGeeks/ Facebook Business Page https://www.facebook.com/SeymourDigitalMedia/ Facebook Personal Page https://www.facebook.com/pipseymour LinkedIn https://www.linkedin.com/in/pipseymour/ Youtube https://www.youtube.com/channel/UC6IAZnwH9AqK02A1xlZ0tAw Google My Business Leave A Review https://g.page/SeymourDigitalMedia/review?rc Seymour Digital Media