Are you an eCommerce store owner looking to optimised your organic rankings? SEO for eCommerce can be complicated and typically there are a big list of issues that need to be fixed. So, how do you prioritise and know what’s most important to get Google rankings? In this webinar, David Jenyns (director of Melbourne SEO Services) will share the top 10 mistakes most eCommerce owners make. With his simple checklist you’ll quickly and easily get things back on track. In the webinar Dave will explain: - How Google works - Simple onpage SEO tweaks that improve rankings - Why low engagement signal are killing your rankings - Common duplicate content issues caused by modern CMSs - How to handle out of stock items - Why you’re finding it hard to build links to your web store And that’s just the start, book your spot early and we’ll see you on the webinar. To get a feel for the quality and popularity of David’s webinars, you can watch the last SEMrush webinar he gave on Modern SEO & Authority Content here: https://www.youtube.com/watch?v=nc6YwaHCpK0

1. eCommerce SEO
The top 10 mistakes most store owners make.
@davidjenyns

2. Master plan.
• How Google works?
• Top 10 eCommerce mistakes
• Authority Content strategy

4. KeywordsLinks
Crawl Rankings
SEO in 2004
Great SEO isn’t just about SEO.
Image source: Rand Fishkin - moz.com

5. • Penguin
• Panda
• Hummingbird

6. Keywords
Links
Crawl
Rankings
SEO in 2014
Social
Content
Design & UX
Speed
Accessibility
Email
Press & PR
CX
Webspam
Mobile
InternationalizationLocalization
Great SEO isn’t just about SEO.
Image source: Rand Fishkin - moz.com

7. Over simplication.

8. How it works…

9. Links
• About
Contact
Privacy Policy
• Quality content
Text-to-page ratio
No duplicate
• 404 errors
• Social
Engagement
• Site Speed (< 4 secs)
• Bounce Rate (< 55%)
• Time on Site (> 2:00)
• Pages per visit (> 2)
• Anchor text variation
• Link distribution
• Linking domain
trustworthiness
• Linking domain variety
• Link velocity
X = Ranking
Score
Site
Quality
User
Experience
X
Example: 50 x 40 x 90 = 180,000

10. Site Quality x User Experience x Links
= Ranking Score
• Example #1
50 x 40 x 90 = 180,000 (Ranking position #5)
• Example #2 -
90 x 80 x 30 = 216,000 (Ranking position #1 with less links)

11. The good news.

12. Top 10 eCommerce Mistakes

13. https://support.google.com/webmasters/

14. Analytics

15. #1. Crawl issues

16. Fix “Not Found” errors.

17. #2. Duplicate content.

18. Multiple paths.
h"p://www.birth.com.au/Early-­‐pregnancy/Physical-­‐changes-­‐during-­‐early-­‐pregnancy.aspx?p=1
h"p://www.birth.com.au/Early-­‐pregnancy/Physical-­‐changes-­‐during-­‐early-­‐pregnancy?p=1
h"p://www.birth.com.au/Early-­‐pregnancy/Physical-­‐changes-­‐during-­‐early-­‐pregnancy.aspx?view=full
h"p://www.birth.com.au/Early-­‐pregnancy/Physical-­‐changes-­‐during-­‐early-­‐pregnancy?Page=3
h"p://www.birth.com.au/early-­‐pregnancy/physical-­‐changes-­‐during-­‐early-­‐pregnancy
h"p://www.birth.com.au/Early-­‐pregnancy/Physical-­‐changes-­‐during-­‐early-­‐pregnancy.aspx?Page=1
h"p://www.birth.com.au/early-­‐pregnancy/physical-­‐changes-­‐during-­‐early-­‐pregnancy?p=1
h"p://www.birth.com.au/Early-­‐pregnancy/Physical-­‐changes-­‐during-­‐early-­‐pregnancy-­‐1
h"p://www.birth.com.au/Early-­‐pregnancy/Physical-­‐changes-­‐during-­‐early-­‐pregnancy?view=full&p=3
h"p://www.birth.com.au/early-­‐pregnancy/physical-­‐changes-­‐during-­‐early-­‐pregnancy.aspx?view=full

19. Canonicalise to the master.

20. Non-complete titles/descriptions.

21. #3. Poor Onpage SEO

22. At minimum…
• To be user focused
• Unique title and description
• Unique body content (150 words)

23. What’s good onpage SEO?

24. Keyword master list.
• Your names / brands / products
• Predictive & related searches
• Analytics & site searches

26. • URL
• Title Tag
• Meta Description
• Body Content

27. The twins hack…
• Title Tag: Quality, Affordable <insert product name>.
• Meta-Description: If you’re looking for <insert product name> and
want to check out our quality range of <insert category> - click here
• Product Description: Must be unique.

29. #4. Not mobile responsive.

30. Site speed.
https://developers.google.com/speed/pagespeed/insights/

33. #5. No rich snippets.

35. Google’s plan.

36. #6. Low engagement.
• Site Speed (< 4 secs)
• Bounce Rate (< 55%)
• Time on Site (> 2:00)
• Pages per visit (> 2)

38. A few ideas.
• Quality descriptions
• Add videos
• Clients who also viewed also viewed
• Reviews
• Using internal links in descriptions

39. #7. No content strategy.

41. What is authority content ?
“The act of consistently creating and distributing
helpful information and stories to gain the
attention, engage and influence a clearly defined
audience with the objective being to identify those
who would benefit from your products / services.”
- David Jenyns

42. Helpful.

43. Video is the secret.

44. #8.
No link
building
strategy.

46. Your social.

47. AuthorityContent.com

48. #9. Not data driven.

49. Setup eCommerce tracking.

50. Most trafficed pages.

51. Driving sales but not #1.

52. Highest bounce rate.

53. Use internal search.

54. Google’s (not provided) hack.
blog.kissmetrics.com/unlock-keyword-not-provided/

55. #10. Not consistent!

56. Recap top 10
• #1. Crawl issues
• #2. Duplicate content
• #3. Poor onpage SEO
• #4. Not mobile responsive
• #5. No rich snippets
• #6. Low engagement
• #7. No content strategy
• #8. No link building strategy
• #9. Not data driven.
• #10. Not consistent

57. How do you stack up?
• Get us to audit and review.

58. melbourneSEOservices.com