SEO Fundamentals for eCommerce

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7 Δεκ 2013 (πριν από 3 χρόνια και 9 μήνες)

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Stanford Davis
stan@straight
-
on.com
PSU

SAO
-
SEMpdx
Slide
1
12/9/2008
SEO Fundamentals
for e
C
ommerce
Strategies for
Building and Promoting
Your e
C
ommerce Site
PSU

SAO
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SEMpdx
Slide
2
12/9/2008
Stanford Davis
stan@straight
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on.com
Goals

More Sales and Profits

More
C
onversions

More Targeted Traffic

First
Page Placement in Organic Engines

For right keywords

With descriptions
that inspire click
through

C
ost
Effective
C
ampaign
Stanford Davis
stan@straight
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on.com
PSU

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Slide
3
12/9/2008
C
oncepts
C
onstruct
C
ontent and
C
atalogs
C
oncentrating on
C
ustomers
for
C
ost effective
C
onversions
PSU

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SEMpdx
Slide
4
12/9/2008
Stanford Davis
stan@straight
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on.com
C
onstruction Alternatives

Do it Yourself

Hire Developer

Free eCommerce Software

“Affordable” eCommerce Software

Expensive eCommerce Software

Hosted Service
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Slide
5
12/9/2008
Stanford Davis
stan@straight
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on.com
Ecommerce
Integrating
e
C
ommerce
Information
Site
Ecommerce
Information
Site
Information
Site
Ecommerce
Yahoo Merchant,
PayPal,
Ecommerce Templates
Joomla, WordPress,
osCommerce
VP
-
ASP,
Miva Merchant
Many
packages can
integrate more
than one way
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Slide
6
12/9/2008
Stanford Davis
stan@straight
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on.com
Juice
C
oncentrate
Incoming Links

mystore.com

www.mystore.com

yahoo.com/
mystore
PR

Page
Rank
C
oncentrate your
Google Juice into a
single URL
PSU

SAO
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Slide
7
12/9/2008
Stanford Davis
stan@straight
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on.com
C
ommerce
C
onstruction
C
ost

osCommerce

$0

Joomla

$0

Ecommerce Templates
-
$150

VP
-
ASP

$500

Able Commerce
-
$1,500

Developer
-
$5,000 +

SEO
-
$2,000 to +
PSU

SAO
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SEMpdx
Slide
8
12/9/2008
Stanford Davis
stan@straight
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on.com
PSU

SAO
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SEMpdx
Slide
9
12/9/2008
Stanford Davis
stan@straight
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on.com
Internet Marketing Strategies
Off
-
Page

Optimize for
Organic
Search Engines
for competitive terms and long term returns

Pay for Click
for quick results, hard to rank for
terms, and where ROI is positive

Obtain
incoming links
to increase traffic and
Page
Rank
,
particularly for highly competitive keywords
.
On
-
Page
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Slide
10
12/9/2008
Stanford Davis
stan@straight
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on.com
C
rush
C
ompetition
C
oncentrate
C
ontent
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SAO
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Slide
11
12/9/2008
Stanford Davis
stan@straight
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on.com
C
onstruction
Product
C
ategories
Articles
C
ustomer
C
ontent
Home
Product
Detail Pages
sitemap.htm, sitemap.xml
Provide Link Magnets on Search Landing Pages
Tracking Pages
PPC, Specials
Distribute Keywords
Forums,
Blogs, Search
C
atalog
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Slide
12
12/9/2008
Stanford Davis
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on.com
Organize
C
ontent

Wooden Toy Train Sets

Thomas and Friends

BRIO Wooden Toys and Trains

Maxim Enterprise Toy Wooden Trains

Introductions on Home Page

Supporting Detail

Category
Page

Information
Page
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Slide
13
12/9/2008
Stanford Davis
stan@straight
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on.com
Stanford Davis
stanford@straight
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on.com
PSU

SAO
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Slide
14
12/9/2008
Stanford Davis
stan@straight
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on.com
Stanford Davis
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Waiting For Believers Page
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Slide
15
12/9/2008
Stanford Davis
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Select Right Keywords
Source: “
The Unfair Advantage Book on Winning the Search Engine Wars
”,
Planet Ocean Communications,
Dec 1, 2008, p32
PSU

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Slide
16
12/9/2008
Stanford Davis
stan@straight
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on.com
K
eyword
C
onsiderations

Fit business goals for site

Backed Up On Site

Used by buyers, not sellers

Popular

Many searches performed

Competitive

Capable of winning

Targeted

Specific

Used when buying
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Slide
17
12/9/2008
Stanford Davis
stan@straight
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on.com
Best Search Terms for Google
Keyword
Why quotes?
KEI
Analysis
Count
24Hrs
Competing
"shopping cart software"
0.030
350
110
4,050,000
"asp shopping cart software"
0.019
32
10
54,900
Google gets 35.0000% of all search engine traffic (approx. 106 million a day).
10
100
400+
www.wordtracker.com
"dreamweaver asp ecommerce template"
4.000
2
1
0
"ecommerce template"
0.001
10
3
103000
“asp shopping cart frontpage"
0.035
3
1
256
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Slide
18
12/9/2008
Stanford Davis
stan@straight
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on.com
C
onsider
C
ustomer Behavior

Early Shopping Research

cell phones

Deciding
-
Motorola cell phones

Buy
-
Motorola i605 best price
Motorola i605 cell phone price,
our best solution for
Buy
C
ycle Keywords
Increase
C
onversions
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Slide
19
12/9/2008
Stanford Davis
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on.com
Optimize Page Elements

<title>

Meta Description

Meta keywords

Heads: <h1>, <h2>

Text

Image Alt Tags (and titles)

Link names (anchor text)
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Slide
20
12/9/2008
Stanford Davis
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on.com
Graphic Head
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Slide
21
12/9/2008
Stanford Davis
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on.com
Image Replacement
Pretty Graphic Head for People
<h1> tag for search engines
<
h1
id="pageheader" style="background
-
image:url('images/pageheaders
/shopping
-
alaskan
-
chocolates.gif
');">Shopping for
Chocolates at Alaska Wild Berry
Products</h1>
PSU

SAO
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Slide
22
12/9/2008
Stanford Davis
stan@straight
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on.com
C
ommunity

Email Newsletter

Forum

Social Network
PSU

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Slide
23
12/9/2008
Stanford Davis
stan@straight
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on.com
Stanford Davis
stanford@straight
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on.com
PSU

SAO
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SEMpdx
Slide
24
12/9/2008
Stanford Davis
stan@straight
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on.com
Other Presentations Today

Search Engine Fundamentals

Kent Lewis

Social Media Marketing

Web Analytics

Debra Paynter

Social Media Technology and You
Stanford Davis
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on.com
PSU

SAO
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SEMpdx
Slide
25
12/9/2008
C
ommerce
C
onclusions
C
onstruct
C
ontent and
C
atalogs
C
oncentrating on
C
ustomers
for
C
ost Effective
C
onversions
and more
C
ash
PSU

SAO
-
SEMpdx
Slide
26
12/9/2008
Stanford Davis
stan@straight
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on.com
Search Engine Optimization
Stanford M. Davis
Straight
-
On Internet Consulting
www.straight
-
on.com
503 516 6755
stan@straight
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on.com
Stanford Davis
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PSU

SAO
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Slide
27
12/9/2008
Bonus Slides
Search
Engine Optimization
The following slides were not part of the 12/8/2008
presentation. They contain additional SEO information
and have been used in prior presentations.
PSU

SAO
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Slide
28
12/9/2008
Stanford Davis
stan@straight
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on.com
Good and Bad Link Structures

Inbound anchor text
varies

Inbound link count
increases
gradually

Site links
-
out to
only
reputable
pages

Links are
rarely reciprocal

Links come from pages
with few links

Inbound anchor text
identical

Inbound link count
increases
suddenly

Site
links

out
to
link
farms
or web rings

Many links
are reciprocal

Links from pages with
long lists of links
Good
Bad
Adapted From Source: Planet Ocean
PSU

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SEMpdx
Slide
29
12/9/2008
Stanford Davis
stan@straight
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on.com
Avoiding Bad Links

DON’T

Participate in “Link Farms”

Accept links from low PR pages

Link to low PR pages

Participate in Web Rings
PSU

SAO
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SEMpdx
Slide
30
12/9/2008
Stanford Davis
stan@straight
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on.com
Getting Good Links
-
DO

Get listed in directories

Write Articles

Swap links with partner companies

Write press releases

Participate in forums

Learn what a Wiki is
PSU

SAO
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SEMpdx
Slide
31
12/9/2008
Stanford Davis
stan@straight
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on.com
Finding Good Links
Find out who is linking to your best competitors:
Yahoo search
[linkdomain:www.your
-
compeititor.com
Google search
[site:www.your
-
competitor.com]
Request a link from them
Sophisticated software tools are available to help with this
PSU

SAO
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SEMpdx
Slide
32
12/9/2008
Stanford Davis
stan@straight
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on.com
Important
Off
-
Page Factor
Google PageRank
The key to high placement for
highly competitive keywords
PSU

SAO
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SEMpdx
Slide
33
12/9/2008
Stanford Davis
stan@straight
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on.com
Google Page Rank
Source: Google

http://www.google.com/corporate/tech.html
…perfect search engine" … "understands exactly what you mean and
gives you back exactly what you want."
Google uses PageRank™ to examine the entire link structure of the web and
determine which pages are most important. It then conducts hypertext
-
matching analysis to determine which pages are relevant to the specific
search being conducted. By combining overall importance and query
-
specific
relevance, Google is able
to put the most relevant and reliable results first
.
PageRank Technology:
PageRank performs an objective measurement of
the importance of web pages by solving an equation of more than 500
million variables and 2 billion terms. Instead of counting direct links,
PageRank interprets
a link from Page A to Page B as a vote for Page B by
Page A
. PageRank then assesses a page's importance by the number of
votes it receives.
PSU

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Slide
34
12/9/2008
Stanford Davis
stan@straight
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on.com
Mysterious
Google PR Algorithm
PR(A) = (1
-
d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))
PR = Page Rank
D = “damping constant” from 0 to 1, typically .85
(Tn) = “citation,” or a vote for your site as an incoming link
PR(Tn) = Page Rank of citing page
C(Tn)=number of citations on the page that is linking to you
Source:
The Anatomy of a Large
-
Scale Hypertextual Web Search Engine
Sergey Brin and Lawrence Page
Computer Science Department, Stanford University, Stanford, CA 94305
http://www
-
db.stanford.edu/~backrub/google.html
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Slide
35
12/9/2008
Stanford Davis
stan@straight
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on.com
Achieving
High Rank and Position

Earn It

Link Magnet Content

Architecture and Page Design

Author, Optimize, Get Links

Measure and Improve
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Slide
36
12/9/2008
Stanford Davis
stan@straight
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on.com
Directories and Registration
“If Yahoo or DMOZ.org thinks your site’s
important enough to list, then we’ll list it
when we find the link from them to you.
Planet Ocean Communications,
www.planetocean.com
paraphrasing Google
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Slide
37
12/9/2008
Stanford Davis
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on.com
Danger, Ethical Questions

Keyword Spamming,
Stuffing

Invisible or Semi Visible Text, or CSS abuse

Doorway Pages

Redirect Pages

Optimizing for off topic words

Phantom Pixel

Bait and Switch via Cloaking

Ring of Similar Websites or Duplicates
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Slide
38
12/9/2008
Stanford Davis
stan@straight
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on.com
Optimization Principles

Keyword
Relevance

Keyword
Density

Keyword
Frequency

Keyword
Prominence

Concentrated Theme

Work for Google, Yahoo, MSN

Valuable and sensible to people
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Slide
39
12/9/2008
Stanford Davis
stan@straight
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on.com
Foundation for SEM Success

Right Keywords

Content, Content, Content

Web Structure

Page Structure
Reasons for people to
visit your site, revisit your site, and link to it
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Slide
40
12/9/2008
Stanford Davis
stan@straight
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Authoritative Source of Information

Desirable Tool

Business Partners

Resellers link to Manufacturers

Valuable Information

White Paper, E
-
book, FAQ, blog, Newsletter
Source, Search Engine Marketing Inc.
Moran, Hunt, page 355
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Slide
41
12/9/2008
Stanford Davis
stan@straight
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on.com
Keyword Relevance

Obama

Shopping Cart Software

Fantastic, Great,
Best Buy

AJAX Software
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Slide
42
12/9/2008
Stanford Davis
stan@straight
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on.com
Keyword Density
for [Shopping Cart]
Shopping Cart
FrontPage Shopping Cart
FrontPage Shopping Cart
Software $105 to $175
100%
67
%
15
%
Percentage of the phrase that contains your keywords
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Slide
43
12/9/2008
Stanford Davis
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Keyword Frequency (4)
Shopping Cart Software
Shopping cart software
for MS Windows or
Linux. Ecommerce templates with
Shopping cart software
is available for
FrontPage or Dreamweaver. At $105 to $175
this is the most cost
-
effective
shopping cart software solution
on the
market!
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Slide
44
12/9/2008
Stanford Davis
stan@straight
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on.com
Keyword Prominence
Shopping Cart Software
Shopping cart software
with
all the features you need, the
look that you want and a price
you can’t afford not to spend.
Ecommerce Value
All of the features you need with
the look you want, at a price you
can’t afford not to spend in our
shopping cart software.
Order
your
shopping cart software
today!
High
Prominence
Low
Prominence
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Slide
45
12/9/2008
Stanford Davis
stan@straight
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on.com
Stanford Davis
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Where is the
<title>?
<title>
<h1>
<h2>
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Slide
46
12/9/2008
Stanford Davis
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on.com
Title and Meta Tags
<TITLE>ASP PHP Shopping Cart Software FrontPage
Dreamweaver</TITLE>
<META NAME="description" CONTENT=“Powerful ASP
PHP Shopping Cart Software only $105 to $175 with
professional ecommerce templates for Dreamweaver and
FrontPage from Straight
-
On">
<META NAME="keywords" CONTENT=“ASP, PHP,
shopping cart, software, dreamweaver, frontpage">
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Slide
47
12/9/2008
Stanford Davis
stan@straight
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on.com
Image Links and Text Links
Image
<a href=
"http://www.
shoppingcartsoftware.com/dreamweaver_shopping_cart.asp
"
target="_blank"
title="Shopping cart software
-
Dreamweaver
"
>
<img src="images/temp_thmb_VirtualSilver.jpg" width="100" height="77"
border="0" alt="
Shopping cart software best seller for Dreamweaver
"></a>
Text Link
<a href=
"http://www.
shoppingcartsoftware.com/dreamweaver_shopping_cart
.asp"
target="_blank"
title="Shopping cart software
-
Dreamweaver
"
>
Shopping cart software best seller for Dreamweaver
</a>
Link URL
Link Text
ALT Text
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Slide
48
12/9/2008
Stanford Davis
stan@straight
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on.com
Analyze

Message, Products, Services

Associate
Keyword Phrases

Initial Web position, traffic, business results

Competitors

Words, Information

Page Rank, links

Online Keyword Research
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Slide
49
12/9/2008
Stanford Davis
stan@straight
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on.com
Optimization Metrics
How Much Optimization is Just Right?
Method 1: Read and experiment
Follow Generally accepted
guidelines
<title> 6 words, one repetition of
keywords, 135 characters
Keyword frequency on page = 10
Method 2: Learn from the leaders
-
Emulate or exceed what they do
Specific, immediate measurements
How do you know quantitatively what
they do for the many dimensions of a
page?
Use a tool like
Axandra iBusiness Promoter
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Slide
50
12/9/2008
Stanford Davis
stan@straight
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on.com
Elements of Top Scoring Pages

Link Popularity
Score based on
number
of incoming links

Page Reputation
Score based on
what incoming links
say

Page Importance

Google Page Rank
associated with incoming link
Source: Planet Ocean Communications, www.planetocean.com
Google Page Rank