1. Fundamentals of Search Engine Optimization
Presented by Jeff Oxford

2. About Me
 Founder of Beer Pong Stadium &
Premier Paddle Boards
 5 years SEO experience
 Running own ecommerce sites
 Large SEO agency
 Independent SEO Consultant
 Worked on over 150+ SEO campaigns
 Featured on Forbes.com &
InternetRetailer.com
 Speaker at 2013 IRCE
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3. About Beer Pong Stadium
 Sells Beer Pong Tables
 4 Category Pages
 ~10 SKUs
 About 500 visits/day
 80% from organic search
 20+ SEO Related Tests
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4. Traffic Overview
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Less than 20 visits/day to 500+ visits/day in 1 year

5. How Search Engines Work
Crawl Index Rank
Search engines rely on
links to navigate the
pages on your site.
Search engines decide
if it’s worth including
in the index.
Search engines look at
over 200 factors to
rank websites.

6. On-Page SEO vs. Off-Page SEO
On-Page SEO Off-Page SEO

7. On-Page SEO

8. Finding The Right Keywords
http://adwords.google.com/keywordplanner

9. “Fat Head” Keyword vs. “Long Tail” Keywords

10. Fat Head Long Tail
Example paddle boards
inflatable paddle boards
online
Search Volume High Low
Competition High Low
Search Engine Ranking
Harder to rank.
Takes longer to rank.
Easier to rank.
Faster to rank.
Conversions Less Likely More Likely
Long Tail Keyword Advantage
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11. Effectively Using Keywords
1. URL
2. Title Tag
3. Meta
Description
4. Heading Tags
5. Main Content
Title TagTitle Tag
Meta Description
Headings <h1>
Headings <h2>
Main Content
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URLURL

12. Off-Page SEO

13. 1) Guest Blogging
Links to Beer Pong StadiumLinks to Beer Pong Stadium
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14. http://myblogguest.com/
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15. http://guestr.com/
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16. http://www.bloggerlinkup.com/
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17. Guest Blogging Queries
 keyword + intitle:"write for us"
 keyword + intitle:"contribute to"
 keyword + intitle:"submit" + inurl:blog
 inpostauthor:guest + keyword
 inpostauthor:"guest blog" + keyword
 inpostauthor:"guest post" + keyword
 inurl:guest-post + keyword
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18. 2) Turn Your Products Into Links
Find
Bloggers
Email
Pitch
Send
Product
Follow Up
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19. 3) Use The Media For Links
http://www.helpareporter.com/
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20. 4) Content Marketing with Infographics
http://infogr.am/
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21. Infographic Promotion: Directory Submission
List of 46 Infographic Directories - http://bit.ly/InfographicDirectories
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22. Infographic Example Results
Visits:
13,911
# of Linking
Domains:
187
Tweets:
520
G+:
219
Facebook
Shares:
244

23. Beer Pong Stadium Case Study

24. Traffic Overview – First 2 Years
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Less than 20 visits/day to 500+ visits/day in 1 year

25. Created Categories Based on Keyword Research
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26. Optimized Content on all Category Pages
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Added content on
category pages.

27. Unique Content on all Product Pages
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Unique Content

28. Improved Page Speed
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Aim for under
2 seconds

29. Small Amount of Directory Submission
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Business
Listing
Business
Listing

30. Links from Q&A sites
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Answer with
link source

31. Guest Blogging
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Links to Beer Pong StadiumLinks to Beer Pong Stadium

32. Press Release
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Link to Beer Pong Stadium

33. Top 5 SEO Tips for Ecommerce Websites

34. 1) Link to Most Important Products from Homepage
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35. 2) 150+ Words of Unique Content on Category Pages
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36. 3) Add Schema.org Markup To All Products Pages
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37. 4) Link To Related Products On Product Pages
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38. Thank You
Questions?