Presentation on SEO for E-Commerce by Raúl Carrión

Written by Fani Sánchez

SEO for E-Commerce is the presentation that Raul Carrion exposed for his presentation at the event “Monta tu tienda online” organized by the Local Development Agency (ADL) and the Department of Commerce of the City of Castalla.

SEO for E-Commerce – Raul Carrión from
Human Level Communications

Version 1.0 07/23/2013 Online Positioning of Internet Retailers Wednesday July 24, 13
2. Human Level Communications Wednesday, July 24, 13
3. Yo Raúl Carrión Rincón Deputy Director @raulcarrion www.facebook.com/raulcarrion http://www.linkedin.com/in/raulcarrionrincon raul@humanlevel.com Wednesday, July 24, 13
4. Objectives of the presentation Objective of the presentation To present the basic fundamentals of search engine optimization oriented to e-commerce. wednesday, july 24, 13
5. Objective of e-commerce Objective of e-commerce SELL MORE! Wednesday, July 24, 13
6. Traﬁco…? Tráﬁco…? wednesday, july 24, 13
…or customers? …or customers? wednesday, july 24, 13
8. Visits…? Visits…? wednesday, july 24, 13
…or conversion? …or conversion? Conversion rate is the % of Web visitors who end up meeting a goal. Place an order Request a quote Or anything else Wednesday, July 24, 13
10. Search Engine Optimization Search Engine Optimization It is about obtaining and maintaining in the long term, for a specific Web site, the first positions in the results obtained from the search engines most used by potential customers, when they enter search terms related to the information, activities, products or services offered by that Web site. wednesday, july 24, 13
11. Golden triangle Golden triangle Source: Google EyeTracking Study Wednesday, July 24, 13
12. Search Engine Marketing Search Engine Marketing Wednesday, July 24, 13
13. Search Engine Marketing Search Engine Marketing Sponsored Links PPC – SEM Wednesday, July 24, 13
14. Search Engine Marketing Search Engine Marketing Search Engine Optimization SEO Natural Positioning Sponsored Links PPC – SEM Wednesday, July 24, 13
15. How does an SEO campaign work? How does an SEO campaign work? Indexability Relevance Popularity Keywords: concepts on which we want to position ourselves. Indexability: search engine friendly programming. Relevance: relevant text with keywords. Popularity: quality external links. Keywords Wednesday, July 24, 13
16. Keywords Wednesday, July 24, 13
17. Deﬁnition of the target audience: Who is and how do they search for our product Deﬁnition of the target audience Wednesday, July 24, 13.
18. Searcher persona Searcher persona Wednesday, July 24, 13
19. Searcher person Searcher person Searcher person Searcher person Wednesday, July 24, 13
20. Searcher personSearch intent Searcher person Searcher person Searcher person Wednesday July 24, 13
21. Searcher person KW Search intent Searcher person Searcher person Searcher person Wednesday, July 24, 13
22. SERPS Searcher persona KW Search intent Searcher persona Searcher persona Searcher persona Wednesday, July 24, 13
23. LANDING SERPS Searcher person KW Search intent Searcher person Searcher person Searcher person Wednesday, July 24, 13.
24. LANDING Search intent Searcher persona Search intent > Conversion Search intent > Conversion Wednesday, July 24, 13.
25. LANDINGSearch intent Searcher person Search intent > Conversion Search intent > Conversion Wednesday, July 24, 13.
26. LANDING Search intent Searcher persona Search intent > Conversion Search intent > Conversion Wednesday, July 24, 13.
27. LANDINGSearch intent Searcher person Search intent > Conversion Search intent > Conversion Wednesday, July 24, 13.
28. What How When Do You Search On The Internet? Search Study Wednesday, July 24, 13
29. What Google Keyword Tool What Wednesday, July 24, 13
30. Google Keyword Tool How To Wednesday July 24, 13
31. Identiﬁcate patterns Identiﬁcate patterns Wednesday, July 24, 13.
Identiﬁcate patterns Identiﬁcate patterns hotel/s + Benidorm hotels benidorm hotels in benidorm hotels benidorm hotels benidorm hotel + name hotel + Benidorm hotel bali benidorm hotel orange benidorm hotel cimbel benidorm offers + hotel + benidorm hotel + benidorm hotel + benidorm + feature hotel benidorm 4 stars hotel benidorm playa levante hotel benidorm all inclusive wednesday, july 24, 13.
33. Identiﬁcate potential traffic Identiﬁcate potential traffic Wednesday, July 24, 13.
34. Identiﬁcate potential traffic Identiﬁcate potential traffic Wednesday, July 24, 13
Identiﬁcate seasonality Identiﬁcate seasonality Wednesday, July 24, 13.
Identiﬁcate seasonality Identiﬁcate seasonality Wednesday, July 24, 13.
Indexability Wednesday, July 24, 13
Indexable Web Indexable Web An indexable Web is one that: Can be found by search engines Can be crawled correctly, i.e. all its content can be read by the search engine robot Can be classified in the relevant search categories and with a higher level of relevance with respect to its competitors Wednesday, July 24, 13
39. Indexability Wednesday, July 24, 13
40. Indexability Frames JavaScript Flash Pop-up Shared URLs Forms Wednesday, July 24, 13
41. Architecture design Architecture design We will develop a page for each keyword we want to position. wednesday, july 24, 13
42. Architecture design Relevant groupings Relevant pages Wednesday, July 24, 13
43. Broad Architecture 1 Web page for each different keyword Broad Architecture Wednesday, July 24, 13
44. Distance Linear width Gondola head PLV Display stands… Supply distribution In large superﬁcies, the supply is not flat Wednesday, July 24, 13.
45. PR RIOJA RIBERA DUERO ALBA RIÑO JEREZ RUEDA TORO ROSADO TINTO CAVA BLANCO AGUJA GENEROSO DULCE MERLOT TEMPRA NILLO PINOT NOIR VIURA CENCIBEL CHAR DONNAY CABER NET SYRAH VERDEJO Low indexing Mediocre positioning Flat architecture Wednesday, July 24, 13
46. Content with higher traffic potential More potential, more visibility Wednesday, July 24, 13.
Flexible Content Manager Flexible ﬂexible Content Manager Wednesday, July 24, 13 47.
48. PR RIOJA RIBERA DUERO ALBA RIÑO JEREZ RUEDA TORO ROSADO TINTO CAVA BLANCO AGUJA GENEROSO DULCE MERLOT TEMPRA NILLO PINOT NOIR VIURA CENCIBEL CHAR DONNAY CABER NET SYRAH VERDEJO Concentrated indexing Improved positioning Adaptive architecture Wednesday, July 24, 13
49. Google Trends Google Trends Detect trends : albariño, champagne (Spain) Wednesday, July 24, 13
50. Evolution of architecture Evolution of architecture Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov. Dec. HOME/ESCAPARATE BODEGAS ENATE VEGA SICILIA PATERNINA TORRES GRAMONA DO RIOJA RIBERA D. SOMONTANO RUEDA RIAS BAIXAS UVAS VIURA MERLOT CENCIBEL PINOT SYRAH REDS -10€ 10-20€ 20-40€ +60€ 40-60€ WHITES -10€ 10-20€ 20-40€ +60€ 40-60€ ORIGIN FRANCE CALIFORNIA CHILE SOUTH AFRICA ITALY Wednesday, July 24, 13
51. Evolution of architecture Evolution of architecture Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov. Dec. HOME/ESCAPARATE BODEGAS ENATE VEGA SICILIA PATERNINA TORRES GRAMONA DO RIOJA RIBERA D. SOMONTANO RUEDA RIAS BAIXAS UVAS VIURA MERLOT CENCIBEL PINOT SYRAH REDS -10€ 10-20€ 20-40€ +60€ 40-60€ WHITES -10€ 10-20€ 20-40€ +60€ 40-60€ ORIGIN FRANCE CALIFORNIA CHILE SOUTH AFRICA ITALY Wednesday, July 24, 13
52. Evolution of architecture Evolution of architecture Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov. Dec. HOME/ESCAPARATE BODEGAS ENATE VEGA SICILIA PATERNINA TORRES GRAMONA DO RIOJA RIBERA D. SOMONTANO RUEDA RIAS BAIXAS UVAS VIURA MERLOT CENCIBEL PINOT SYRAH REDS -10€ 10-20€ 20-40€ +60€ 40-60€ WHITES -10€ 10-20€ 20-40€ +60€ 40-60€ ORIGIN FRANCE CALIFORNIA CHILE SOUTH AFRICA ITALY Wednesday, July 24, 13
53. Evolution of architecture Evolution of architecture Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov. Dec. HOME/ESCAPARATE BODEGAS ENATE VEGA SICILIA PATERNINA TORRES GRAMONA DO RIOJA RIBERA D. SOMONTANO RUEDA RIAS BAIXAS UVAS VIURA MERLOT CENCIBEL PINOT SYRAH REDS -10€ 10-20€ 20-40€ +60€ 40-60€ WHITES -10€ 10-20€ 20-40€ +60€ 40-60€ ORIGIN FRANCE CALIFORNIA CHILE SOUTH AFRICA ITALY Wednesday, July 24, 13
54. Evolution of architecture Evolution of architecture Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov. Dec. HOME/ESCAPARATE BODEGAS ENATE VEGA SICILIA PATERNINA TORRES GRAMONA DO RIOJA RIBERA D. SOMONTANO RUEDA RIAS BAIXAS UVAS VIURA MERLOT CENCIBEL PINOT SYRAH REDS -10€ 10-20€ 20-40€ +60€ 40-60€ WHITES -10€ 10-20€ 20-40€ +60€ 40-60€ ORIGIN FRANCE CALIFORNIA CHILE SOUTH AFRICA ITALY Wednesday, July 24, 13
55. Evolution of architecture Evolution of architecture Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov. Dec. HOME/ESCAPARATE BODEGAS ENATE VEGA SICILIA PATERNINA TORRES GRAMONA DO RIOJA RIBERA D. SOMONTANO RUEDA RIAS BAIXAS UVAS VIURA MERLOT CENCIBEL PINOT SYRAH REDS -10€ 10-20€ 20-40€ +60€ 40-60€ WHITES -10€ 10-20€ 20-40€ +60€ 40-60€ ORIGIN FRANCE CALIFORNIA CHILE SOUTH AFRICA ITALY Wednesday, July 24, 13
56. http://www.susmaletas.com http://www.susmaletas.com/es/ http://www.susmaletas.com/es/articulos/24/samsonite-rigido.html http://www.susmaletas.com/es/articulos/25/samsonite-blando.html http://www.susmaletas.com/es/articulos/25/samsonite-blando.html http://www.susmaletas.com/es/articulos/25/samsonite-blando.html http://www.susmaletas.com/es/articulos/26/samsonite-negocios.html http://www.susmaletas.com/es/articulos/120/aeris.html Unique URLs Unique URLs Search engines interpret each different URL as a specific page. Each page of the site must be a separate and distinct URL. wednesday, july 24, 13
57. Trackable links Trackable links Web site architecture: all pages of the site must be connected by trackable links <a href=”http://www.dominio.com/destino.html”>Anchor text</a> Wednesday, July 24, 13
58. Traceable links Traceable links Web site architecture: all pages of the site must be connected by traceable links <a href=”http://www.dominio.com/destino.html”>Anchor text</a> Wednesday, July 24, 13
59. Relevance Wednesday, July 24, 13
60. Relevance Which parts of the web page does a search engine consider relevant? Relevance Wednesday, July 24, 13
61. Relevance Which parts of the web page does a search engine consider relevant? The programming title of the article Relevance Wednesday, July 24, 13
62. Relevance Which parts of the web page does a search engine consider relevant? The programming title of the article The domain name and the URL Relevance Wednesday, July 24, 13
63. Relevance Which parts of the web page does a search engine consider relevant? The programming title of the article The domain name and URL The title of the article Relevance Wednesday, July 24, 13
64. Relevance Which parts of the web page does a search engine consider relevant? The programming title of the article The domain name and URL The title of the article The content of the page Relevance Wednesday July 24, 13
65. Relevance Which parts of the web page does a search engine consider relevant? The programming title of the article The domain name and URL The article title The page content Text words. Certain words in “bold” or “with internal links”. Relevance Wednesday, July 24, 13
66. Relevance Which parts of the web page does a search engine consider relevant? The programming title of the article The domain name and URL The title of the article The content of the page Text in the alt of the images Words in the text. Certain words in “bold” or “with internal links”. Relevance Wednesday, July 24, 13
67. Relevance Which parts of the web page does a search engine consider relevant? The programming title of the article The domain name and URL The title of the article The content of the page Text in the alt of the images The text surrounding the images (captions, etc.) Text words. Certain words in “bold” or “with internal links”. Relevance Wednesday, July 24, 13
68. Title tag and architecture Title tag Different title tag for each page Title tag and architecture tag <title>Mattresses</title> <title>Latex Mattresses</title> <title>Spring Mattresses</title> <title>Pikolín Latex Mattresses</title> <title>Flex Latex Mattresses</title> <title>Pikolín Spring Mattresses</title> <title>Flex Spring Mattresses</title> wednesday, july 24, 13
69. site: www.midominio.ext site: www.midominio.ext Wednesday, July 24, 13
70. Number of pages indexed site: www.midominio.ext site: www.midominio.ext Wednesday, July 24, 13
71. Number of indexed pages Are your titles unique and relevant? site: www.midominio.ext site: www.midominio.ext Wednesday, July 24, 13
72. Number of indexed pages Are your snippets attractive? Are your titles unique and relevant? site: www.midominio.ext site: www.midominio.ext Wednesday, July 24, 13
73. Tips for e-commerce Tips for e-commerce Optimized architecture More profitable pages (more visits*conversion*margin) determine menu order Most searched models (API Google KW Tool) promoted to the home page as an offer Daily update Tabs completed by hand Management of unavailable items Wednesday July 24, 13
74. Popularity Wednesday, July 24, 13
75. Popularity components Popularity components Web popularity: unique domains, types of domains, geolocation of domains, etc. Popularity in social networks: platforms, authority, Google +1 Wednesday, July 24, 13
76. Google PageRank Google PageRank Page Rank as an indicator of web popularity. http://www.mipagerank.com/ http://toolbar.google.com/T4/intl/es/index_pack.html Wednesday, July 24, 13
77. The links that Google likes The links that Google likes Natural profile in the origin of links History of natural evolution in the growth of links Varied anchor text, with predominance of branding and focus on semantic field targeted for positioning Semantically correct anchor text Links from a variety of domain types Less weight in the algorithm for domains with perfect keyword match Wednesday, July 24, 13
78. Popularity in social networks Popularity in social networks Wednesday July 24, 13
79. Thank you very much! Wednesday, July 24, 13
80. Questions? Questions? wednesday, july 24, 13
81. Gta. Poeta Vicente Mojica, 5 Entreplanta locales 19 y 20 03005 Alicante, Spain Tels. 902 875 990 +34 966 141 907 Fax. +34 965 126 654 Contact Oﬁcina Alicante C. Javier Ferrero, 1 28002 Madrid, Spain Tels. +34 918 273 673 Oﬁcina Madrid info@humanlevel.com Wednesday, July 24, 13