[Webinar July 2012] eCommerce SEO in a Post Panda World

Ethan Giffin, CEO
Groove Commerce
July 2012

Ethan Giffin Mack McGee
CEO VP Sales & Marketing
Groove Commerce Groove Commerce
Panelist Host

July 2012 Webinar | Magento SEO Improving Your Search Rankings in a Post-Panda World
SEO: 2

Our goal is to bridge the gap between
marketing and technology and deliver a
user-friendly, high converting product to
each one of our clients.
2400 Boston Street,
Services include: Suite 320,
• eCommerce Website Design Baltimore, Maryland 21224
• Magento Development & Integration www.groovecommerce.com
• Social Media Marketing 800.564.9826
@GrooveCommerce
• Pay Per Click (PPC) Management
• Search Engine Optimization (SEO)
• eCommerce Site Analysis
• Conversion Consulting

July 2012 Webinar | Magento SEO: Improving Your Search Rankings in a Post-Panda World 3

• Review Google’s Panda & Penguin Update
• Groove’s 8 Step SEO Audit Process
• Where & How You Can Assess Your Site
• Plenty of Question & Answer Time
• Chance to Win a Free Site Consultation!


Poll #1


What is SEO?


Search Query
= Keyword

Paid Ads Paid Ads
(PPC) (PPC)

Organic Results
(SEO)


The Game Has Changed


1994 2008 2009
Yahoo! Directory Google Release Google Tests
Launches “Brand Update” “Caffeine”

1994 2000 -2007 2010
Webcrawler, the $$$ Google Negative
First Full Text The Golden Reviews Update
Index Launches Years…

1997 2002 2011
Cloaking & Adwords Google Panda
MetaTag Spam Launches as PPC Update
Become Popular Platform

2012
1998 1999 Google Penguin
Google, DMOZ, & Danny Sullivan Update
GoTo Launch Moderates First
SEO Conference


Duplicate Content
Feb Poor Content
Low Quality/High Volume Links
2011
High Ad Ratio
Content Farms

Inbound
Engagement Coding Content Design
Links
• How long • Which sites • How clean • Is the • How do
do people link back to is coding? content in- people
spend on the site? • Are there depth? experience
the site? • How many hidden • Is it high the site?
• What is the are there? links quality & • Do people
bounce unique? trust the
Rate? site?


Death to Web Spam…
Non-Organic Links April
Boilerplate Text
2012
Keyword Stuffing
Fresh Content/News

Inbound
Engagement Coding Content Design
Links
• How long • Which sites • How clean • Is the • How do
do people link back to is coding? content in- people
spend on the site? • Are there depth? experience
the site? • How many hidden • Is it high the site?
• What is the are there? links quality & • Do people
bounce unique? trust the
Rate? site?


Poll #2


1. Review Current Keyword List
2. Top revenue generating keywords
3. Top revenue generating landing pages
4. Perform Baseline Rank Check
5. Deep Crawl & Architecture Review
6. Review On-Page Optimization
7. Inbound Link Analysis
8. Content & Social Review


Crawl Review


• Crawl Errors
• 404 / 500 Site Errors
• Duplicate Content (internal)
• Unessential Indexed Pages
• Spider Traps / Query Parameters
• Percentage of Quality Pages vs Non


1. Can Sink Your
SEO
2. Directly Affects
Conversion Rate
3. Lowers Adwords
Quality Score
4. Limits Ability to
Diagnose Errors
5. Check Your Site
with Pingdom &
YSlow


• Quality Pages vs. Indexed Pages
• Is Site Speed Good?
• Do You Have a Proper Robots.txt?
• Bad Magento URL’s / Duplicate Content?
• Are You Using Canonical Tags
• Is There a Trailing Slash
• WWW vs. Non-WWW – Which Is It?
• Should You NoIndex, Follow Pages?


Content / Social Review


• Duplicate Content (external)
• User Generated Content
• Unique Page Titles, ALT Text & Meta Tags
• Social Signals


"The Linksys E2000 offers selectable
dual-band Wireless-N technology and
extended range to provide wireless
coverage throughout your home. Cisco
Connect"


1. Awesome User
Generated
Content!
2. Don’t Use Power
Reviews Express
3. Use Internal
Review Engine if
You Can Set
Followup
4. If not, Use Power
Reviews Standard
or Non JS Based


1. Panda Loves
Brands
2. Outbrand the
Brand!
3. Create Unique
Content
4. Videos
5. Buyers Guides
6. Blogs


1. Don’t Use View or
More
2. Create Links to
Other Products
within
Descriptions
3. Create Links
Within Category
Descriptions
4. Don’t Repeat the
Same Navigation
on All Pages


• According to Facebook, people who click the “Like” button
on external sites have 2.4x the number of friends than the
average Facebook user, and click on 5.3x more external
links, so ensuring you connect with these word-of-mouth
advocates is not just a nice-to-have, it’s a must-have.

July 2011 July Webinar | Getting Social with Magento

July 2011 July Webinar | Getting Social with Magento

Poll #3


Link Analysis


• Build Natural Links
• Social Sharing
• Don’t Buy Links
• Google Webmaster Notifications
• No Russian Link Farms
• Don’t Stress if Your Doing Nothing Wrong
• How to Find Your Inbound Links?


Poll #4


• Too Little and You Don’t Get Results
• Too Much and it Becomes Unhealthy
• But Used Correctly…
• Jumpstart Your Online Presence
• Increase Online Sales


• Perform a Full Site Audit
• Begin to Develop Regular Fresh Content
• Increase Your Social Engagement
• Build Natural Links
• Monitor Changes on a Ongoing Basis


Please join us on August 16th
for our next webinar:

Christmas in August:
How to Maximize Your Holiday Revenue

www.groovecommerce.com/webinar/
info@groovecommece.com


[Webinar July 2012] eCommerce SEO in a Post Panda World

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