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Ecommerce SEO Services

At ClickCentric SEO, we offer  ecommerce SEO services for all types of online stores. Unlike some companies that offer SEO services for ecommerce sites, we can optimize your ecommerce site for more traffic and greater conversions. In addition to ecommerce SEO, our company specializes in ecommerce web design and development, social media, email marketing, and conversion rate optimization. We develop cohesive ecommerce SEO strategies and service packages that promote more traffic, increased sales, and sustainable customer loyalty. Get a free SEO audit today!

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  • Ecommerce SEO

  • Ecommerce Web Design

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  • Social Media for Ecommerce Websites

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Blogs by author "oicadmin"

Using Google Suggested Search (Autocomplete) for SEO Keyword Research

When it comes to on-page SEO for ecommerce sites, optimizing for the right keyword is paramount. Ecommerce sites face an extra degree of difficulty when it comes to product-related keywords. This is primarily because product-related keywords are known to be profitable, and many marketers are investing heavily to be found on those keywords.

As a result of the keyword competitiveness found in various ecommerce markets, smart SEO's are going after more specific, long-tail search terms. So instead of optimizing an online shoe store for 'Saucony running shoes' (which is extremely competitive,) a more precise keyword target that might actually lead to high rankings is "Saucony progrid guide 3 womens running shoe," (assuming the online store carries such shoes.)

How did I come up with that lengthy, seven-word target? By using Google's suggested search feature, or autocomplete

As you start typing "Saucony progrid guide," Google suggests the Progrid models 3, 4, or 5. After following through with a model number, gender is often the next filter suggested by Google. Based on our shoe store's "inventory," we will know that "Saucony progrid guide 3 womens" is our primary keyword target, with "running shoes" as the secondary long-tail target.

In a competitive keyword category, this keyword research strategy is highly effective to gain insight on the searching behaviors of common Google users.

Use Google Suggested Search for PPC Keyword Research

Using the Google autocomplete feature is also a great way to target keywords for ecommerce PPC advertising. In any ecommerce PPC campaign, typically the more keyword-specific you can get with your ad groups, the better. By utilizing suggested search, advertisers can bid with precision on highly targeted keywords using creative bidding strategies like modified broad match.

Using the above example, we could bid on dedicated ad group for the keyword phrase "+saucony +guide +3 +womens." (Using plus signs in front of keywords is modified broad match - a highly efficient form of bidding.) The only way our ad will trigger is if all of those keywords are used in a search query.

Based on the competition in the image above, we could apply some superb PPC strategies to really stand out from lazy competitors above (except for the one at the bottom.) Spread this bidding strategy across an entire product line, and you have yourself a very powerful AdWords campaign with highly focused ad groups.

Now can you create more relevant ad copy, but your quality scores are typically lower, resulting in lower bid prices. Additionally, you can make better use of Google's Ad Extensions features, which really spruce-up the ad at no additional cost.


 

This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO. Connect with Tyler on Google+".

How to do Negative Keyword Research for PPC Advertising

Whether you're an ecommerce paid search expert or a newbie to PPC advertising, learning how to do negative keyword research can help minimize unwanted clicks while maximizing return on ad spend (ROAS).

For ecommerce PPC advertising, adding a few negative keywords can drastically improve a campaign's efficiency. Because ecommerce PPC campaigns are often composed of tons of ad groups spread out over hundreds of products and categories, small discoveries can have a momentous impact.

In this article, I will share with you some insightful tips to do negative keyword research and how make your paid search expenditure more cost-effective.

Negative Keyword Research via AdWords

Negative keyword research is just as critical as the initial keyword research that starts the campaign. For product keywords, pinpointing negative keywords is key to ensure ad spend is invested in the right variations.

Adding negative keywords to your AdWords campaigns and ad groups tells Google which keyword variations you do not want triggering your ads. For example, if you sell 'mens swimming goggles,' you may want to add the negative keywords 'free' or 'reviews' to ensure your ads are not triggered under searches for "free mens swimming goggles" or "mens swimming goggles reviews."

If you are using broad, modified-broad, or phrase match keyword bidding, you'll need to determine which keyword variations are causing unwanted impressions and clicks. To do this, click the "Dimensions" tab in the AdWords interface (while in a certain campaign or ad group.)

In the filter option under the Dimensions tab, select "Search Terms." Here you'll see a list of the keyword phrases that have triggered your ads over given period of time (which is can be adjusted in the top right of the AdWords interface.)

This keyword data can be extremely enlightening, and often times shocking. The shock is primarily due to Google's definition of "broad match" - leading many PPC advertisers to use only exact phrase match or modified broad match. Once you've found unwanted keyword variations under the Search Terms option, you can add these keywords as negatives, under the "Keywords" tab. The negative keyword list is located at the bottom of the Keywords tab, underneath the actual keyword list.

You can add negative keywords on ad group or campaign basis. One of the best ways to add negative keywords appropriately is to implement the unwanted variations as a phrase or exact match. So if we wanted to eliminate all variations surrounding "free," we'd simply add the word free in quotes. This way, any keyword phrase that is searched with the word free would not trigger our ad.

After doing some negative keyword research, you may come to find out that broad match bidding is too ambiguous (and thus costly) for your ecommerce PPC efforts. Because broad match semantics are often extremely broad according to Google, you may want to pursue more precise bidding techniques.

Negative Keyword Research via Google Search

Another way to pinpoint unwanted keyword variations is through Google Search, specifically Google's suggested search or 'autocomplete' feature. As you go to type any keyword query, Google provides more specific recommendations based on popular search trends. These suggestions can offer insights as to which keywords you'll want to add to your campaign's negative keyword list.

For example, the suggested long-tail keywords that Google offers above gives us a good negative keyword insight. Perhaps we don't sell "swimming goggles with nose cover." We will then want to add "nose cover" to our negative keyword list for that particular ad group or campaign. Negative keyword research is something that you can do on regular basis. Just be certain that you're not eliminating keywords that might offer good traffic.

This blog post was contributed by Tyler Tafelsky, ecommerce SEO and PPC specialist. Connect with Tyler on Google+ or check out his Google Ads online training course at YisooTraining.com.

 

 

 

Ecommerce SEO: Why Top Rankings Just Don't Cut it Anymore

It's no secret that search engine optimization is a highly competitive industry – especially when it comes to ecommerce. With thousands of SEO companies out there to choose from, it's important for businesses to keep in mind what's really important in measuring the success of your SEO campaign. It's not top rankings. It's the number of conversions that come from achieving those top rankings.

Some ecommerce SEO companies are narrowly focused on working to gain high organic search rankings for their clients, but they're overlooking another essential element that seasoned ecommerce Internet marketers know plays an equally significant role in the overall success of the campaign – optimizing the website for conversions and not just rankings.

So what goes into the conversion optimization element of ecommerce SEO? First, we must define what constitutes as a conversion for the ecommerce website. The most easy to determine conversion is for a user to make a purchase from the website itself.

However, there can be other conversions that come from the website including email list signups, filling out a contact form for more information, or just enticing users to make a simple phone call. Granted, each “conversion” from the website can actually be categorized in different stages of the overall “Conversion Funnel,” as you're guiding users who simply provide an email address or phone number or ask for more information into an eventual sale, which is the ultimate end “conversion.”

So what are some ways that you can optimize your ecommerce website for more conversions? Below I'll list out several ways your ecommerce Internet marketing company should be optimizing your website for better conversion rates.

Conversion-Focused Product Landing Pages

Having a conversion-oriented landing page for your products applies to both organic SEO and paid search for ecommerce websites. Ecommerce SEO companies can utilize a variety of on-site and off-site SEO techniques (such as deep linking SEO) to get your product landing pages ranking high in the organic search results, but once a user lands on that page, enticing the sale is a must.

A conversion-focused landing page can have several helpful and interactive elements for the user. In the example below, this home brewing supplies website has a variety of great features that help sell this brewing kit to the end user.

Along with the typical product descriptions, images and availability, they've added customer product reviews, Facebook likes and a video describing what to expect from the brew kit. These are great conversion optimization strategies for the product landing pages.

Simple Product Navigation

The amount of products and product categories varies from one ecommerce website to another. Some sites carry only a couple dozen niche products, while other ecommerce sites have thousands of products that fall under one of a hundred different categories.

From a conversion optimization standpoint, keeping your products and product categories as concise and easy to navigate as possible is crucially important. Your users have to be able to easily find the products their looking for in order to buy them!

Other than condensing your product categories to the minimum number of categories necessary, there are certain website design elements that come into play as well that can improve the overall usability of the website. The site below is a prime example of an ecommerce site that is extremely easy to navigate.

The top level categories are very simple (Men, Women, Hike & Camp, Shoes, etc.) and every product category under those top level pages are listed on the flydown menus. This makes finding exactly what they want incredibly easy for the end user. Alternatively, the user can search for a product that they're looking for in the search box just to the left of the top level navigation.

To further the user experience, this website has included easy to use sorting features where the user can sort products by price, color, discount or ratings.

Offer Discount Codes and Other Deals

Online shoppers love a good deal. Once you've driven the user to your website, offering them a discount or special offer is another incredibly effective way to get that user to convert into a sale.

Design a compelling call to action that offers your website visitors a special discount code that they can use on their order to get a certain percentage off their total order. You can also lure a site visitor to place an order by offering free shipping for orders over a certain dollar amount or for orders that are placed during a specific time period.

Showing special pricing on your product landing pages is also a great way to capture a sale and increase your conversion rates.

No matter what type of products your ecommerce website sells, it's critically important that you select an ecommerce Internet marketing company that understands the ins and outs of not only getting your website positioned well in the search engines, but also knows how to optimize your website so it drives conversions and ultimately a solid ROI for your marketing dollar.

This guest post was written by Chris Everett, Principal of Captivate Search Marketing in Atlanta, GA. You can connect with Chris via email at chris@captivateseo.com or on Google+.

 

 

 

 

3 Ecommerce SEO Tools Employed by the Pro's

Ecommerce SEO is long-term endeavor that demands a solid set of SEO tools and resources. In essence, having the proper SEO tools can reveal a world of insights and make process far more efficient.

Ecommerce stores can be extremely deep, making it challenging to prioritize SEO tasks as well as pinpoint SEO weaknesses. As a result, investing in the right arsenal of tools can be complete game-changer.

In this article, I will share with you three ecommerce SEO tools that can make optimizing your online store much easier.

Open Site Explorer

Open Site Explore is a web-based tool that was developed by the reputable team at SEOmoz.org. The emphasis of Open Site Explorer centers on link data, or information surrounding the backlinks of a particular domain. This includes metrics based backlink sources (such as the authority of the domain and the link). Open Site Explorer also offers insights on social signals stemming from Facebook, Google+, and Twitter.

As these off-page SEO elements continue to grow in importance, the data surrounding backlinks and social signals is immensely valuable for SEO's. Open Site Explorer is very popular tool that's free (with limited access to information) and very easy to use.

SEO PowerSuite

As one of the most advanced tools for ecommerce SEO, the SEO PowerSuite offers four different software programs that each target a specific sub-set of SEO. The programs included in the SEO PowerSuite help facilitate both on-page and off-page SEO, as well as keyword reporting and analysis. Below is a brief summary of each software program.

  • SEO SpyGlass - This program will perform a scan of all of the backlinks directing to a particular domain. SEO SpyGlass will generate a report that includes valuable link data metrics about each backlink (such as the sources of backlinks, Google PageRank of the sources, backlinks' anchor text, etc.)
     
  • Rank Tracker - Rank Tracker helps make keyword reporting much easier by seamlessly checking a domain's keyword rankings. The program compiles the results in a clean report that serves as wonderful deliverable to share with others.
     
  • Link Assistant - Although any form of link building is now viewed as “gray hat SEO,” Link Assistant helps make your SEO link building hat a bit whiter. This program makes the effort of pinpointing relevant and quality link partners much easier.
     
  • Website Auditor - Website Auditor will scan and evaluate the content and overall on-page SEO quality of a specified domain. This audit can help find issues of duplicate content, broken links, and other problems that may be hindering SEO performance.

SEMRush

SEMRush is a handy web-based resource designed for both SEO and paid search advertising. In addition to helping with keyword research and analysis, SEMRush is also a powerful tool for competitive analysis and developing sound SEO strategies.

After submitting a website's domain at www.semrush.com, you can view a wealth of metrics surrounding the site’s keyword rankings and overall presence in the SERPs. The tool offers valuable keyword data about each search query (or keyword phrase), such as the keyword's competition rating, average monthly search volume, and overall search trends.

Paid search advertisers can learn which keywords a competitor is bidding for in AdWords and the position of the competitor’s ads in the SERP (per keyword.) Similar to the other Open Site Explorer, SEMRush offers both free and paid versions. It's great SEO tool to do quick analysis on the fly and we highly recommend bookmarking the tool for easy reference.

How to Use Google AdWords "Enhanced Sitelinks" to Bolster Paid Search Performance

The sitelinks extension in Google AdWords is a powerful way to help maximize the real estate of your paid search ads. In essence, the sitelinks extension enables paid search advertisers to display links to certain pages within the website.

During the early stages of testing, Google claimed that ads that included sitelinks experienced an average of 30% greater click-through rates. Additionally, for more broad-based keyword targets, sitelinks can also help facilitate conversions by taking users to a more specific landing page (a big bonus for ecommerce advertisers.)

The advantages of using sitelinks continue to grow. Now, Google will display "enhanced sitelinks" on select keyword searches that are very relevant to the advertiser.

Currently, enhanced sitelinks are automatically generated by Google, so they may vary in appearance. Nonetheless, you'll want to take advantage of sitelinks and try testing this Google AdWords ad extension. Below I show you how to do it.

Setting-Up Sitelinks Extension

Upon creating a new campaign, you'll want to enable the checkbox under the section "Ad extensions" that reads, "Sitelinks: Extend my ads with links to sections of my site."

For existing campaigns, click into the "Ad extensions" tab in the main AdWords interface of the campaign. Next, choose to view the Sitelinks extension, and proceed to set-up a "new extension."

Each sitelink that you implement should have a unique landing page, in addition to having one ad to match each sitelink. In order for the sitelinks to work properly, users must omit the "http" when entering URL's.

Depending on how keyword relevant the query is to the site, ads may display two, four, or six sitelinks. Mobile ads will show a maximum of two sitelinks.

Google suggests keeping the text for each sitelink short and concise to maximize the number of links that can be displayed in each ad.

Last Word on Enhanced Sitelinks

Enhanced sitelinks are in their early stages of adoption amongst advertiser. They will only appear in ads that are directly above the organic search results, otherwise known as the premium placements.

Paid search advertisers can increase the likelihood that their enhanced sitelinks will be displayed by improving their Quality Scores and/or increases their max bid. Stay tuned for more insights and strategies on leveraging sitelinks and other ad extensions in Google.

3 Cues That Define Solid Ecommerce SEO Services

In today's global market of SEO professionals, it's not easy pinpointing who to pick for ecommerce SEO services. Many SEO's come across as legit experts and can pitch a sound search program. But the truth of the matter is there are many misleading SEO mischiefs who fail at providing the best practices of ecommerce SEO.

I've been in the organic SEO profession for almost 6 years now. And although that's not a lot of experience compared to some SEO experts, I've learned that this industry is full sleazy scumbags who churn and burn their clients. In some respects, these sketch-meisters have given the organic SEO profession a bad name.

The good news is these unethical SEO service providers are dying breed thanks to the diligence of the Google Webspam team. In short, Google is constantly evolving the practices of ecommerce SEO, and as a result, only the strong service providers are surviving.

So if you're on the hunt for a professional ecommerce SEO company that you can trust, in this article I share with you three cues that define solid ecommerce SEO services. These hints will help you recruit a credible, honest, and capable team of SEO experts to optimize the web presence of you ecommerce site.

Custom Content Creation

One of the best indicators that a search company is offering solid ecommerce SEO services is if they provide custom and quality content creation. As most of us know, content is still the king of organic search marking, however it's the context that's changing.

Although still important, keyword rich webpages (inside pages of the core site navigation) are not as effective in the SEO game as they used to be. It's rather the content that you market and share that holds the most meaning for SEO and inbound marketing. This entails quality blog posts and articles, images and infographics, videos, and other forms of rich media. Content that's highly relevancy and offers value, such as educational and informative product profiles, wins the game for SEO.

Your ecommerce SEO service provider needs to get intimate with your brand and offering, enabling the creation of top-notch content.

Social Media Integration

In accordance to creating superb content is promoting and sharing the content with your audience. This underscores the essence of incorporating social media marketing with your organic SEO and content marketing strategy.

Google's search engine algorithm is continuously changing, and one aspect that's evident is the impact social signals (Likes, +1's, Shares, Tweets, etc.) are having on web ranking.

As a result, incorporating social sharing icons on your content is key to maximize your ecommerce SEO potential, especially for product pages.

Social media integration entails much more than just slapping up some icons and calling it good. Ecommerce social marketing is an exhaustive endeavor in itself, but it pays considerable dividends in retaining customer loyalty, as well as honest credibility in your ecommerce brand.

Because social media is having such a profound influence on Internet marketing, many companies specialize solely in social marketing services. Yet some ecommerce SEO providers incorporate these services in their arsenal as whole - which can help bring unity to various online marketing strategies.

Focused on Conversion-Orientation

What separates sufficient ecommerce SEO companies from awesome SEO providers is their ability to optimize the site for greater conversions. With online stores battling the fierce competition for customers, web traffic from SEO is often times just not enough. A powerful organic SEO strategy will encompass conversion rate optimization, or CRO.

The main focus behind conversion optimization for ecommerce sites is to generate compelling calls-to-action that lead to successful conversion goals. This can be a simple as a more visible "Add to Cart" or a graphic that shows a sales incentive.

Your ecommerce SEO service provider should go above and beyond to ensure that you site is producing sales, not just traffic. Some organic search marketing experts might disagree with me on this one, but I strongly feel this is the cornerstone to providing excellent services and keeping clients happy.

SEO for ecommerce sites is by far one of the most challenging and perplexing areas of search engine marketing. It's very important that you get very familiar with what your prospects are offering so that you invest in quality ecommerce SEO services that yield sustainability results and desirable ROI.

About the author This article was written by Tyler Tafelsky, one of our SEO experts here at ClickCentric SEO. Tyler is highly engaged in all aspects of ecommerce marketing and offers a wealth of knowledge in the SEO profession. You can contact Tyler directly via email at tyler@clickcentricseo.com or Connect with Tyler on Google+

 

AdWords Ad Extensions Tips for Ecommerce PPC Advertising

The ad extensions feature in Google AdWords is must-utilize for ecommerce PPC advertisers. Not do ad extensions help to enhance the appearance and coverage of an ad, but they are also free to implement.

It's important to understand how use AdWords ad extensions appropriately, especially if you're doing paid search advertising for an ecommerce site. There are five main ad extensions that you can leverage for you PPC campaigns. These include:

  • Location Extensions
  • Product Extensions
  • Call Extensions
  • Sitelinks Extensions
  • Social Extensions

In this article, we are only going to focus on the three most ecommerce-relevant ad extensions. These are product, sitelinks, and social extensions.

Prelude to Using PPC Ad Extensions

First and foremost, it's imperative to understand that ad extensions are implemented on a campaign-wide basis. This is important to keep in mind because PPC campaigns are often times set-up with only a couple campaigns containing a number of vastly different ad groups.

Like ecommerce PPC management as whole, you want to be a specific and targeted as possible. Before implementing any ad extensions (particularly sitelinks or product extensions,) make sure that it will make sense across all ad groups in the campaign. If not, you may need to do some PPC optimization or campaign segmentation.

Tip for Using Product Extensions

Product extensions are one of the most powerful options for ecommerce PPC advertisers. These ad extensions are not to be confused with Google Shopping Listings, which are often seen in the top right of the Google search results.

Product extensions are ideal for more branded keyword-based PPC campaigns (not so much campaigns targeting specific products.) The idea is, when a Google users searches for a certain brand or product category of that brand, you as the PPC advertiser can leverage product extensions to offer them more specific options.

Take advantage of product extensions for popular, top selling items. This can drastically facilitate sales by minimized the conversion funnel. Think of like this: if the user clicks on a product extensions link, they are mostly likely interested in purchasing that exact product.

Tip for Using Sitelinks Extensions

As preached by many experts and Google Ads instuctors, Sitelinks offer endless opportunities to get creative with the presentation of your ads. You can use sitelinks in a similar manner as product extensions by taking Google users to more specific landing pages. However instead of adding sitelinks for products, you can leverage promotions, such as clearance or seasonal sales.

What's great about sitelinks is that they offer tremendously flexibility for ecommerce PPC campaigns. Additionally, sitelinks can help expand your ad's real estate coverage in the paid search listings. It is important ensure that you're bidding enough so that your ads are seen in the top, premium listings (typically top 3 ad spots.) Ads that are not in the premium listings will no be able to show the sitelinks.

Tip for Using Social Extensions

Social extensions are connected to an ecommerce store's Google Plus page. This extensions is very powerful for brands that have a strong Google Plus following. If your ecommerce site doesn't have very many followers, the impact is less powerful.

With social extensions, the ad will simply shows how many people have +1'd the brand's Google Plus page. What's nice about this ad extension is that you can use it make side-column (non-premium) ads standout more in the search results. Social extensions will also give your ecommerce store an added level of credibility by showing how many people have endorsed your business on Google Plus.

By taking advantage of AdWords ad extensions, you can leverage a powerful tool to help maximize your search exposure while increasing the effectiveness and conversion potential of your ecommerce PPC campaigns. It's great feature for web presence optimization and bring about the outcome for you paid search advertising efforts. For more insights, we suggest checking out the blog at YisooTraining.com for loads of tips and information.

3 Benefits of Guest Blogging for Ecommerce SEO

Guest blogging is growing into a very popular and highly powerful resource for ecommerce search engine optimization (SEO). The diligent work behind guest bloggers enables ecommerce brands to expand their online presence and reach new audiences. More importantly for ecommerce SEO, guest blogging allows search engine marketers to diversifying the link portfolio of their websites, while generating link popularity from relevant, high-authority sources.

Guest blogging offers three key benefits ecommerce SEO. These include:

  • the ability to generate link popularity from new, more authoritative blogs
  • opportunities to expand the reach and audience of your great content (benefiting both inbound marketing and online brand building)
  • the potential to create new business relations and create synergy with other web marketers

Generate Authoritative Link Popularity

For most ecommerce SEO marketers who exploit guest blogging, generating popularity is the primary intentions for their work. Inbound links that stem from keyword relevant and authoritative blog articles are a huge factor in gaining top search engine rankings. And the more quality links that you can produce from a number of different blog sites, the more diverse your ecommerce site's link portfolio will appear to Google.

Before sending over a guest post to a blog owner, it is important to agree on the terms for adding links in your content. In most cases, owners of related blogs will not accept articles with links that conflict with the products or services they offer. Most blog owners will also balk on posting content with links that do not make sense, and are purely there for SEO.

Also make sure that when adding links in your guest articles to avoid over-optimizing the link anchor text. It's important to acknowledge the new standards of ecommerce SEO and that Google's Penguin update will penalize your website with too much exact phrase match anchor text. For this reason, you'll want to incorporate a blend of links with varying anchor text (such as your domain URL or phrases like "click here to learn more.".

Expand Your Content's Reach & Audience

One of the greatest benefits of guest blogging is the ability to your best content in front of a new audience of readers. Many blogs have a strong follower-base of loyal readers who look forward to new articles that offer insights and value. If you can land opportunities to write for popular blogs of the like, you can greatly expand the reach of your content, as well as the visibility and awareness of your ecommerce brand.

A powerful technique to maximize the branding impact of your guest blogging efforts is to ensure you include an author bio at the end of the article. This tells interested readers who produced the content and where they can go to connect with the author (whether that's a social media profile or a website.)

Create New Business Relationships

The work that stems from guest blogging demands diligent outreach to blog owners and content managers. Whether you plan to do some guest blogging for your own ecommerce SEO efforts, or on the behalf of your ecommerce clients, reaching out and creating new relationships can provide a wealth of benefits beyond SEO.

Creating new relationships via guest blogging can lead to lasting and meaningful connections. If you offer exceptional content to your hosts, you can position yourself as a trusted guest blogger with a significant degree of expertise and credibility in your industry or profession. Building a strong reputation amongst a valuable community of authors, business professionals, and web marketers can open the doors to a number of amazing possibilities.

A New Form of Authority That's Leveling the Ecommerce SEO Playing Field

For virtually any product-related keyword search, the Google results are overwhelmed with authoritative competitors. This makes it nearly impossible for small retailers to take-on a successful ecommerce SEO strategy.

The good news for small online retailers is that the rules of ecommerce SEO are changing. In a nutshell, Google+ is helping to level the playing field. How, you might ask?

In essence, the social connections you create on Google+ can directly impact the search results the individuals who have you in their circles. For an ecommerce brand, social authority via Google+ correlates directly to SEO performance.

How Social Authority Influences SEO

The major shifts occurring in the SEO realm stem from Google's Search plus Your World. This is designed to deliver more personalized search results that correspond to users' social connects and activity.

From a big picture perspective, Search plus Your World is a quality control measure to deliver better and more relevant search results, all while reeling-in more people into its social media platform.

Search plus Your World is the basis for which social authority impacts organic SEO and search. The fact of the matter is, building more followers on Google+ can result to better visibility in Google search. Below is an example of how this works.

In one of my Google+ circles I have an online retailer called ProSwimwear. This ecommerce store sells a wide range of gear and apparel for swimming and triathlon. While I was searching Google for "compression clothing" I was shown a Google+ post by ProSwimwear in #6 spot.

Because I have ProSwimwear in my Google+ circles, and because my keyword search was very relevant to ProSwimwear's post, Google displayed their post in my personalized. search results. Also notice how this listing is very pronounced and includes an image rich snippet.

The Takeaway

The online retailers that get on Google+ sooner than their competitors can earn a big advantage for their ecommerce SEO campaign. Because Google+ is still in its early stages of growth, the brands that start establishing a loyal following can earn greater authority for SEO later on.

About the Author:

Tyler Tafelsky is an ecommerce SEO expert at Click Centric SEO. Tyler offers over five years of experience in the organic SEO profession and works with clients on local and national level. You can connect with Tyler on Twitter or Googe Plus.

Setting Realistic Goals for Your Ecommerce SEO Strategy

In today's evolved search space, product keywords can be insanely competitive. High authority retailers and affiliate sites are practically owning organic search, making it near impossible to earn profitable search exposure.

But don't get too discouraged. Your ecommerce SEO strategy can be a successful one. You need to be mindful (and logical) when selecting keyword targets, and set realistic goals of where you envision your site ranking.

A good SEO practice centers on realizing which keywords are attainable, and which should be avoided. For some really great keyword targets, sometimes it's just not plausible to rank number one. As a result, one must choose wisely and leverage creative means to be found. 

Do Keyword Research to a "T"

Keyword research for ecommerce SEO should be an exhaustive effort. This includes more than solely using the Google AdWords Keyword Tool. Although the AdWords Tool is a good place to gather metrics and insights, you'll want to perform some SERP analysis on you prospective keyword targets.

SERP analysis is simply assessing the competitive nature of the Search Engine Results Pages of your prospective keywords. Here you'll want to look at the top listings in the organic search results to get a feel for how well optimized each listing is. In addition to the more obvious indicators of optimization (e.g. the inclusion of keywords in the page title and meta description,) it helps to know metrics like each listing's Alexa rank, indexed pages, PageRank, and inbound link portfolio.

You can get real crazy doing this SERP analysis, and often times, getting crazy and thorough will only give you a more accurate projection of where your site stands against the competition. A great tool to make this analysis easier is the SEO Quake plug-in. This gives you insights about each listing directly from the SERPs.

You can further narrow down your specific long-tail keyword targets by using Google Suggest Search, or "Autocomplete" as research tool. This will give you an idea of the typical search behaviors of users who search more detailed keywords.

I typically save this stage in the process for the keywords I am pretty certain we'll be targeting. This helps choose the optimal naming convention or structure of the keyword's semantics (e.g. brand name, product model, model number, etc...)

Get on Google+, STAT!

The evolving standards of ecommerce SEO are rooted to socializing on Google+. In a nutshell, the social activity and connections that your brand makes on Google+ can directly influence your connections' search results.

This profound change in the SERPs centers on Google's Search plus Your World, a shift to provide more personalized search results that reflect a user’s social engagements.

As you can see in the image, the listing from Proswimwear.com is actually a Google+ post. Because I am following Proswimwear, and because I searched a very relevant keyword query with respect to their Google+ post ("TYR discount",) Google is feeding me personalize search results based on my social orientation.

The takeaway for an ecommerce company is this: get on Google+ ASAP, and start growing your following. The larger social audience you can earn on Google+, the greater potential you'll have to be seen in their search results (so long as you stay diligent at posting relevant, valuable content.)

About the author

This article written by Tyler Tafelsky, one of our ecommerce SEO specialists here at ClickCentric SEO. Email Tyler at Tyler@clickcentricseo.com or connect with Tyler on Google+.

 

 

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Ecommerce SEO Articles

Using Google's Advanced Search Operators for SEO Link Outreach

Finding link opportunities for ecommerce SEO is one of the most essential yet challenging endeavors that search marketers face.

To compete with the big dogs (Amazon, eBay, etc.), you need to generate quality links that will last (and not drift away like the links found in guest blog post.)

In this article, I will share some simple techniques that I learned from Eric Ward for purposeful link outreach.

These highly effective techniques center on Google's advanced search operators to find relevant pages and websites that are worth reaching out to for links. So let's dive right in.

Leverage "inurl:" to find "Links" and "Resources"

Many websites create pages dedicated to relevant and informative links and resources for their visitors. These types of sites can range from directories, infomediaries, and ecommerce sites. When the domain is keyword relevant and authoritative, these "links" and "resources" pages offer incredible SEO value for the sites receiving the link.

Using the inurl: advanced search operator enables you to efficiently find these golden pages in Google.

For example, lets say we're doing SEO for an ecommerce site that sells natural wooden toys for babies and toddlers. Our objective is to find links and resources pages that offer opportunities to reach out and inquire about being included on their list.

Starting with the advanced search wooden toys inurl:resources, Google will render search results consisting of pages that include the word "resources" in the URL and are relevant to "wooden toys."

Google Advanced Search Paramters for SEO

Now it's time to sift through the results and do some digging on sites we might find potential link opportunities. One notable opportunity is the #5 ranking page for BrianWoodenToys.com. Although the site name and brand looks like a possible competitor, the links on this page are diverse (although still relevant) and the site seems open to link exchanges.

Ecommerce SEO Link Outreach

Even though this is probably a reciprocal link opportunity, it will still offer some SEO value when done right. There's a contact email near the bottom of the page, so we'll inquire and see what kind of relationship we can build.

Try "site:" to Pinpoint Powerhouse Domains

In moving forward with this approach of using Google's advanced search operators, keep in mind that some of the search results shown are going to be competing sites. Ideally, you'll want to find .edu's, .org's, and other neutral websites that offer information, not so much products for sale.

Another great search operator is the more popular "site:". With this operator, we can narrow down the search results to specific domain types, like those mentioned above.

For instance, in our next round we try the search natural toys inurl:links site:org". The results shown are all .org's relevant to links for natural toys.

Google Advanced Search Operators Outreach

The first listing looks very promising, as the example client site offers Waldorf toys, which is a form of homeschooling and education (mentioned in the Meta description.) Sure enough, upon clicking into this listing, there's section of links dedicated to toys.

Natural Toys

We hit golden opportunity with this high authority .org. It looks like we have a great chance at getting inclusion on this page, so we'll definitely inquire.

Start Searching and Start Reaching Out

By now, you should have a general idea on how to leverage these creative link outreach techniques. If you'd like to learn more Google advanced search operators, visit GoogleGuide.com for a nice list.

Do you have additional ideas to share? Please, let me know in the comments section below!

 

Tyler Tafelsky PPC EcommerceAbout the Author:
Tyler Tafelsky is an ecommerce SEO analyst at Click Centric SEO. Tyler is well-versed in multiple facets of organic search marketing, particularly link generation, content strategy, and social media marketing.

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Tips to Create User-Centric Content That Earns Links Naturally

The foundational value of a website is largely determined by the quality and presentation of its content (such as the nature of the copy, media, graphics, and images.)

Ultimately, giving visitors a solid sense of purpose that answers the question "why I am here?" can help position your online brand as a legitimate, trustworthy, and enlightening resource.

Whether via SEO or other inbound marketing strategies, the righteous path to realizing success online is through your content. It's essential to create user-centric content (whether via blogging, crafting landing pages, or designing the homepage) that resonates with your audience on a meaningful level.

user centric content strategyFurthermore, awesome content can actually earn your site valuable links. This can play a huge role in driving higher keyword rankings for SEO and keeping your online business thriving.

Below we share a series of tips and techniques you can use to inspire brilliant ideas for your content strategy.

Incubate & Empathize With Your Target Audience

The first step of the planning process is putting yourself in the shoes of your target audience. Learning exactly what your target audience likes, laughs at, and loves, (although difficult sometimes) can generate some of the best ideas for content creation.

A good approach is to chat with your existing clients to get an idea what jives with them. In short, pick their brains on what forms of content will spark their interests and captivate their attention.

Engaging with your target audience is key to learning more about their tastes, perspectives, and preferences. For instance, after publishing a blog post, try ask questions (whether in the blog post [depending on how many readers you anticipate] or in the social media posting when sharing the content.) Not only does this help generate feedback, but it enables you to interact with your audience on a deeper level, thus instilling your brand deeper into their subconscious.

Consistent communication with your clients and prospects also helps to establish long-term relationships and higher levels of trust. If you're regularly seeking the feedback of your clients, it sends signals that you truly care.

Dive Into Research & Read Up

One of the best sources for inspiration are other successful ideas. This can be in the form of research or other articles published throughout the web. Using these resources can help you get generate valuable ideas and facts to share in your own words (or imagery via video or graphics.)

Here's an example: fitness guru Ben Greenfield has created a massive following and a prominent online brand by diving into health-related research studies. He shares topics of interest on his blog and podcasts, which organically grows his audience and cultivates sincere followers whom of which are loyal.

In addition to reading up and researching other related ideas for content creation, finding good studies or articles provide excellent pieces that can simply be shared via social media. Not only does this give you something good and tangible to share with your audience, but by sharing other authors' (or influencer-generated) content, these powerful individuals might befriend, like, follow, or encircle you on their social media accounts. These are meaningful connections that can later be of incredible value for your content strategy.

Stay Current & Up-to-Date

Dovetailing aspects of your content strategy on news and current events is also a solid means to create link bait-able content. Often times, busy marketers don't have the time to visit and explore websites and other sources of news and events. Using an RSS feed, Google Alerts, or Talkwalker are great solutions to be shown content that relates to specific interests you can define.

With these alerts and feeds, you can notified whenever something relevant and important comes up. You can then take timely action to re-purpose these happenings into your own content.

Think Locally. Execute Globally.

Producing content that favors a local audience is highly effective in engaging specific in-market users. However, in order to draw the interests of larger audiences, you need to develop and share content that can be absorbed by people of diverse cultures.

For example, if you operate a website that provides natural health supplements, you can find relevant news of local interest to cover, but also tailor your content to also be relevant on a grander scale. Just a hint of locality in your content can spark a connection regional prospects and customers (but you also want to respect the entire clan.)

Don't Forget to Serve Existing Clients

As much as expanding the client base is the primary goal of most businesses, it's important never ignore existing clients. In fact, it's equally important that your currently clients are happy, loyal, and satisfied with your product or service.

Be creative and come-up with ways to reward your current clients. This can be as simple as a social media shout-out or even deeper by offering incentives or discounts on their investment with your company. The objective is help them feel appreciated, which can lead to repeat purchases and, most importantly, referrals.

Lastly...

As you can see, generating user-centric content should be..... well... user-centric. In other words, deliver value to your website visitors and don't obsesses about the links. If your content is truly awesome and resonates with your audience on a meaningful level, the links will come, naturally.

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Top 5 Ecommerce-friendly Platforms That Offer the Best Web Designs

Top 5 Ecommerce-friendly Platforms That Offer the Best Web Designs

Design, layout, and overall aesthetics of a website are some of the most important considerations that go into an ecommerce business. There are numerous ecommerce-friendly CMS (content management system) platforms, and some offer better web designs than others.

Whether you support a large-scale retailer or a local store seeking an online presence, finding an ecommerce platform with the ideal web design is key. In this article, we share five ecommerce-friendly CMS platforms with the most creative selection of web designs.

1. Shopify

Shopify is a versatile platform that makes it simple to establish both large and small-scale businesses. It's an easy-to-use CMS with a wide variety of modern and clean web designs to choose from. Shopify's designs are cutting-edge, yet simple, and all layouts are intuitive and easy to navigate. Design customization to the might not come easy to basic-end users, however Shopify does provide a dependable and well-supported ecommerce platform.

Shopify is a fully-hosted platform offering complete packages and 24-hour support. Without worrying about these additional website needs, ecommerce entrepreneurs can concentrate on running and growing their online business.

2. BigCommerce

BigCommerce is also a fully-hosted ecommerce platform that is user-friendly for most business owners. BigCommerce comes with over 100 free web design templates to suit various styles and sizes of online stores. The platform is also supported by a network of skilled web designers who are available to create custom made designs for unique needs.

In addition to offering a wealth of design options, BigCommerce is well-known for its simple, yet complete, analytics platform. Online store owners and marketers can see detailed reports based on a number of different performance metrics. This platform also makes it easy to feature special coupon codes and gift certificates.

3. Exponent CMS

Although its not the most popular ecommerce-friendly platform available, Exponent CMS is an open-source, SEO-friendly CMS that showcases a wide variety of attractive web designs. Centered around online stores and deep inventory management, ecommerce merchants can take advantage of a complete platform that's supported by a number of resources.

In addition to its online community, Exponent CMS is supported by web design and development company, OIC Group, Inc. So if you're interested in a custom web design for your ecommerce stores, this team of Peoria web designers can tailor a unique design based on your needs. Additionally, Exponent sites can be hosted via OIC Group, in addition to a number of other web-based services and consulting programs.

4. Square Space

Square Space is emerging as one of the best ecommerce platforms for small-to-medium sized business owners looking for simple yet highly professional web design. Square Space offers beautiful looking web templates that are ideal for creatives (like interior designers and photographers) who want to feature portfolios of their work on the website. Square Space is intuitively programmed for seamless inventory management, allowing online merchants to upload thousands of products, configure sales taxes, and other back-end features of store management.

5. Volusion

Since 1999, Volusion has been recognized as one of the pioneers in top ecommerce CMS platforms. Supporting its solid reputation, Volusion offers a huge selection of solid web designs that range from creative and elaborate to modern and contemporary.

Volusion is an affordable platform for small businesses that are starting out. It is a hosted ecommerce solution which comes at a price of $120/month, but that includes the complete package. This enables a standard business owner to comfortably run a medium sized store. Additional features and capabilities also make this ecommerce platform ideal for medium sized stores that might require greater functionality and capacity.

Ecommerce CMS platforms are incredibly popular for all types of online stores. In addition to niche and local businesses, many ecommerce platforms support national big-box retailers. Be sure to choose the platform that offers excellent web design capabilities and the right set of options.

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Ensure Your Ecommerce SEO Strategy is a Success By Choosing the Right Long-Tails

As provider of ecommerce SEO services, how many times have you heard this:

"One keyword we would really like to rank for is 'Samsung TVs'" (or some other extremely competitive keyword.)

And you're probably thinking "Oh sure. That will only take us about 2 years to see page one of Google."

You know it, and you wish your ecommerce SEO clients did too. Short-tail ecommerce keywords are insanely competitive. So much so that, more often than not, these competitive keywords are not even worth your time and energy.

What your ecommerce SEO strategy needs is solid list of low-competitive long-tail keywords that are actually attainable and will drive your clients profitable traffic. But finding these golden long-tails is not an easy task. You need to drill, and you need to drill deep.

In this article, I will share with you a couple of my favorite resources and go-to techniques to uncovering money-in-the-bank long-tails that generate results and keep clients happy.

Have a Purposeful Direction

Before you actually start doing your long-tail keyword research, you'll need to have a clear idea of the keyword category you're going after. This is done by analyzing the site, its relevancy and authority, and its current rankings on the keyword category of interest.

As a result of this analysis, you can gain a better understanding of which keyword categories are actually attainable. It also helps to get some feedback from your client, so you keep them happy. Between the ecommerce site and the client's primary areas of interest, you can determine a purposeful direction for your research.

In our example, we know that the client is interested in ranking for "Samsung TVs," and after our analysis, we've concluded that site is relevant on (and ranking in the top 50) for "Samsung TVs" and a few related terms.

Seeing Samsung.com and few heavy hitters ranking at the top of page one, I can conclude that it's going to be near impossible to actually rank in the top 3 for "Samsung TVs." Thus, I commence my long-tail keyword research using the following resources.

Play with Google's Suggested Search (or Google "Autocomplete")

One of the best resources for long-tail keyword research is Google's suggested search or "Autocomplete" feature. Here I will start typing in my core keyword, "Samsung TVs", and see what Google offers me.

Because the client has competitive prices and sales on Samsung TVs, I am immediately drawn to the suggested search around "Samsung TVs on sale." So, I go down that road.

Simply by adding the word "on" to "Samsung TVs on" I see a few more potential options from Google's autocomplete. If it was black friday, "Samsung TVs on black friday" would make for a nice press release or article. The keyword that really jumps out is "Samsung TVs on sale this week." This is because the client does, in fact, do a rotating sale per week on a different Samsung TV. Boom.

So, I add this to my list of potential long-tails to target, and later do some competitive analysis around that term (more on this below).

Take a Look at "Searches related to..."

At the bottom of each SERP, Google shows "Searches related to (whatever keyword you searched)." Here you can play with all types of keyword variations and explore new ideas.

Click on any links to show the SERP for the given keyword. You can go down all types of roads that might be aligned with your ecommerce SEO goals.

Poke Around on Google's Keyword Planner Tool

Although many ecommerce SEO's start their keyword research using Google's Keyword Planner Tool, I typically use this tool at the end of my long-tail research. The Keyword Planner Tool will often display an abundance of very competitive keywords that I am simply not interested in. My true purpose for using the tool it see how popular my potential keywords are.

I can see that "Samsung TVs on sale this week" gets 20 searches per month (which is very approximate, and a number that I shouldn't depend on.) However, this is enough information to tell me that the keyword is legit and worth exploring further.

The Keyword Planner Tool can help come up with good ideas for ecommerce SEO; however, I think the tool has greater value for PPC advertising. Nonetheless, check it out and see if it helps aid your research.

Compile Your Findings and Review Your Competitors

Keyword research for ecommerce SEO extends far beyond finding relevant keywords with legitimate search volumes. Like any good approach to keyword research and selection, assessing the competition is important to yield a successful outcome.

After you have a list of potential long-tail keywords, you should take the time to search each phrase one by one to get a lay of the competing sites. If you're dealing with Amazon, Best Buy, Walmart, and other big time retailers that are dominating the top 5, you might want to scratch the keyword.

However, if there's only 1 or 2 big time retailers up top and a few other random sites that don't appear to be specifically optimized for the long-tail, then we might have a good shot.

You can take your competitor review to the next level by performing a backlink scan, analyzing domain-level metrics (indexed pages, PageRank, Alexa Rank, etc,) and assessing the extent of keyword optimization for the URL that's ranking. This might seem a bit heavy, but hey, this research is critical if you want to ensure your SEO energy is invested in the right keywords.

The Last Word

In short, ecommerce SEO is no walk in the park. Big budgets are usually involved in most ecommerce SEO campaigns. And you don't want to spend months and months trying to get in the top 5, only to learn later on that the top ranking sites are incredibly authoritative. Don't be lazy. Do your homework, and rank on, my friend.

 

Tyler Tafelsky PPC EcommerceAbout the Author:
Tyler Tafelsky is the lead SEO analyst at Click Centric SEO. Tyler is well-versed in multiple facets of organic search marketing, particularly link building and content marketing strategy.

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How Click Centric SEO Redefines Its Ecommerce SEO Services

There's no doubt that the SEO playing field is drastically evolving. This stems into many facets of SEO, spanning from local SEO to ecommerce SEO.

As a result, here at Click Centric SEO we are mindful of these changes, and we set out to ensure our ecommerce SEO services adapt to the changing standards of organic search.

So how exactly do we redefine our ecommerce SEO services?

In short, our ecommerce SEO programs run parallel to what Google wants in quality, high ranking websites. That is natural authority that derives from the following elements:

  • a quality ecommerce site that offers valuable content, intuitive structure, and rich user engagement.
  • a socially active brand that is present on primary social media networks like Google+, Facebook, Twitter, Pinterest, etc.
  • a natural backlink portfolio composed of diverse and relevant links from various sources.

While the first element focuses on on-page SEO, web design and development, the latter two elements are primarily off-page focused. And that balance of 1/3 on-page, 2/3 off-page is quite similar to how Google and other search engines value websites and their rankings.

On-Page Ecommerce SEO Services: Laying the Foundation

More than 'keyword optimizing' the content of a website, thorough on-page SEO for ecommerce sites must focus on offering a rich user experience. This includes:

  • presenting a clean, attractive, and well-branded design.
  • providing an intuitive and easy-to-use navigation.
  • showcasing rich content like hi-res product images and videos.
  • scribing unique and awesome page copy that's both keyword relevant and resonates the brand's tone.

In essence, the objective behind the on-page element of an ecommerce SEO campaign is what gives users what they want. So beyond SEO, much of the on-page element centers on CRO (or "Conversion Rate Optimization.") This entails ongoing testing and optimization of the latter components that make up on-page SEO for ecommerce sites.

Off-Page Ecommerce SEO Services: Getting Social

Social media is an up-and-coming element that's growing in importance for SEO. This is particularly the case for ecommerce SEO, because online stores must focus their efforts on branding and establishing a good reputation on the web.

A strong and authoritative reputation is often earned via social media, and such online recognition and social credibility can transcribe to greater performance in Google search. More shares on Facebook, re-tweets on Twitter, pins on Pinterest, and +1's on Google+ - all of these social signals empower a brand's SEO potential.

So when it comes to offering ecommerce SEO services, getting social is a must. Here at Click Centric SEO, we go through a basic checklist to determine if an ecommerce client (or prospect if they're still in the assessment phase of our process) has active accounts on Facebook, Twitter, Pinterest, and Google+. We then assess the strength of their following and how to best leverage their social media presence to benefit SEO.

Off-Page Ecommerce SEO Services: Building Authority

If you know a thing or two about SEO, then you probably understand the importance of backlinks (that is, the links pointing to a website from external sources.) In short, backlinks are the bee's knees to building authority and growing a website's ranking in search.

In an effort to ensure the quality of its results, Google has severely cracked-down on the practices of link building. Now, having a very natural looking backlink portfolio is crucial to minimize risks of over-optimization penalties. In short, a natural backlink portfolio consists of link sources that are highly relevant to the topic or ecommerce brand. Additionally, link diversity is key. In addition to a balanced blend of text-based links that use a different form of anchor text, image links, blogroll links, directory listing links, and social links all ensure that a backlink portfolio appears perfectly natural through the eyes of Google.

At Click Centric SEO, we stay well abreast Google crack-down efforts and algorithm updates, and we tailor our ecommerce SEO services accordingly. We understand that achieving SEO goals (and sustaining them) center on building a strong brand, not just a handful of links. So when you work with us in creating an ecommerce SEO strategy, we mindfully tailor our services to achieve sustainable results for your online store.

Receive a free SEO assessment, and contact us today to learn more.

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7 SEO Tips to Deliver Greater Value to Your Website Visitors

Having a successful website that provides a great amount of value isn't as hard as many people think. There are plenty of ways to attract new audiences and hold their attention; it just takes some time and effort. Another big part of having a site that is successful is making sure it is optimized as best as it can be for search engines. Now SEO isn't the easiest thing to do, but once you are ranked high in SERPs, you will see much more traffic and it will have been all worth it. So to help you out, we are going to take a look at 7 tips that will not only increase the overall value of your site, but also help you get ranked higher.

Use a Great Navigation Structure

The spiders that search engines sent to crawl through our sites rely on our overallnavigation to be able to index everything properly, so when there isn't a good navigation system put in place, we risk our pages getting ranked incorrectly. 

Unfortunately, there are millions of sites out there that have pages that aren't connected to their site or may have accidentally placed a broken link, making it impossible for spiders to crawl and index them. We can ensure this doesn't happen to us by creating a great navigation structure and also including a site map. Once your navigation is complete, you should run an audit on your site to ensure that spiders are able to easily access all of your content.

Navigation also helps people find the content they are looking for. It helps to decrease your bounce rates, increase conversion rates, and gives them a much better experience in the end.

Ensure Fast Loading Times

Having a fast website is very important due to the fact that so many people use their phones and other devices to load up websites. This means that their internet connection could be running much slower than the average person on a regular computer. If they start to see that the site is taking way too long to load, you can expect them to just leave and find another site that is more reliable. Search engines are starting to take this seriously as well and have implemented load times in their algorithms, so if your site is slow, you are going to get punished for it. As much as possible, stay away from cheap web hosts and optimize your images to help make your site load faster.

Add Social Media Aspects to Your Site

Don't forget to add social media into your site. You can have your own social media profiles, add social media widgets to your content, or anything else you may want. It's important to have these types of things on your site because social media is such a big aspect of our everyday lives, that people now expect to be able to like and share content directly from your site. The shares and likes that you get are all counted by search engines, so the more interactions you get, the better you will be ranked.

Create a Community

Let people talk to each other! It doesn't matter what type of site you have, you should allow people to comment on your content, have a forum, or allow reviews on products & services. By having these things, you are letting people create their own personal connections to the site, which will help you have steady traffic and more conversions. If people are able to read product reviews from other customers they will see that they have had a good experience, trust your website much more and buy your stuff. If you are just trying to have people subscribe to a blog, allowing people to express themselves will create a much more welcoming atmosphere and will convince them to sign up. Search engines will also look highly on sites that allow these types of interactions because the site is always being updated, and they provide more value and a better experience.

 

Use Plenty of Internal Links to Connect Relevant Content

A great way to keep people on your site and engaged with your content is if you use internal links to help them find other pieces of content they would be interested in. If they know that your site has more content available that they like, then they are more likely to be converted once they gain more trust in your site. If you use relevant anchor texts, implementing an internal link strategy can be quite easy and will help with your bounce rates, overall navigation, and conversion rates.

Implement More Multimedia

Using videos, images, and audio in our sites is a must because of how popular they have become over the last decade. People would much rather interact with a website full of multimedia than just sit there and read an endless amount of text, so give them what they want. Search engines also understand how important multimedia is to a website, so they have started to index them and rank them very high based on their success. So, if you can come up with a great video, you can expect some good results.

Use Call to Action Buttons and Other Techniques to Increase Your Conversion Rates

It's important to always have your ultimate goal in mind when changing your site around. If you have an online business, then you are probably looking for more sales, while a blog would be looking to have people subscribe. Either way, both need to have strategies implemented to help new visitors become converted. You can use call to action buttons, catch people's attention by using contrast effects, or any other technique you feel would work best for your site.

The important part is that you use these techniques to make your site more appealing to your viewers, which will keep them on the site much longer. Since they are interacting more with your site once they start to be converted, you can expect that search engines will start to increase your authority.

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Google PPC Advertising: Are You Using 'Modified Broad Match' Bidding?

Are you using modified broad match keyword bidding in your Google PPC advertising campaigns?

Do you even know what modified broad match means?

If "no" is your answer to any of these questions, then get ready to learn this simple yet game-changing keyword bidding technique.

What's Modified Broad Match & Why Use It?

Never in my experience of being introduced to an existing PPC account that needs optimizing have I seen modified broad match keyword bidding in action. For this reason alone, I am compelled to write about it in this here blog post.

Modified broad match is the middle ground between using exact keyword match and broad match.

Exact phrase match can be too restrictive, especially given that a vast number of search engine users are typing highly-descriptive, long-tail keyword queries.

Broad match is typically far too broad and can result in unwanted impressions and clicks. For instance, Google might trigger your PPC ad targeting red wagon for keyword query like 2011 burgundy subaru wagon for sale.

So what is modified broad match bidding?

Simple.

When implementing your keyword bids, you put a "+" symbol directly in front of the words that must be used in a search query to trigger your ad. Take a look at the image.

I bid on the keyword +acu +jacket (a particular type of camouflage military jacket for U.S. Army personnel) using modified broad match. My ad will trigger if someone searches army acu jacket or acu jacket for sale.

Unlike using exact match [acu jacket] which will only trigger my ad when people search acu jacket and only that two word phrase, modified broad match ensures that I capture related long-tail search queries.

However, it's good to have a blend of exact and modified broad match. This will help you capture desired ad exposure while promoting optimal quality scores.

Be Sure to Do Some Negative Keyword Research

Even with modified broad match keyword bidding, you're bound to get some unwanted expsoure. Using the example from above, my ad will appear for keywords like acu jacket regulations or where to sell my acu jacket. For this reason, I will want to conduct some negative keyword research, and add these unwanted variations in the negative keyword list.

There are couple places you can find negative keywords. I describe this process in this insightful article.

Start experimenting with modified broad match with your PPC campaigns. It's a pretty cool bidding strategy that can really help you make the most of your paid search marketing efforts. If you have any questions, let me know in the comments section below, or shoot me an email at tyler(at)clickcentricseo.com.

This blog post was written by Tyler Tafelsky, lead ecommerce SEO and PPC specialist here at Click Centric SEO and founder of Yisoo, a training platform for individuals looking to learn Google Ads. Tyler spearheads PPC advertising campaigns for a number of ecommerce brands and offers over five years of experience in search marketing. To keep in touch, connect with Tyler on Google+.

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Ecommerce SEO Best Practices for Better Rankings & More Conversions

SEO for ecommerce sites is often insanely competitive. With authority domains like Amazon and eBay owning the top spots in Google for any keyword that's product related, outranking them can seem unrealistic. Ecommerce SEO Practice

Well muster-up some courage and confidence, my friend. Because outranking these intimidating authority figures can be done using the best practices of ecommerce SEO.

Below I outline a winning process to help formulate your ecommerce SEO strategy. These best practices will guide your SEO efforts holistically, demanding the support of you entire ecommerce marketing team.

So roll-up your sleeves and open your mind. It's time you learn the best practices of ecommerce SEO for better rankings and more conversions.

Obsess About Usability

The manner in which users interact with your ecommerce site is paramount. Sure, this might not be focal to ecommerce SEO, but what good is your search traffic if visitors aren't taking the steps to convert?

Usability flows with conversion rate optimization (CRO), which should also run parallel to your ecommerce SEO efforts. Some best practices to consider for usability include:

  • Designing and testing call-to-action and sign-up buttons
  • Ensuring the check-out process is fluid (e.g. allowing customers to buy without needing to register)
  • Utilizing breadcrumb navigation links, which not only aids usability, but also SEO
  • Offering a secure and easy-to-manage shopping cart
  • Making sure your site's search functionality is easy and intuitive

Usability is paramount to your ecommerce store's success. These elements should be at the forefront of your concerns to ensure your site's traffic potential is maximized.

Write Your Own Awesome Page Copy

Although it may be legal and convenient, never use manufacturer-generated content for product descriptions or other aspects of your page copy. This will lead to duplicate content and diminish the SEO value of your pages.

Whether you recruit someone creative on your team, or hire a quality SEO copywriter, unique and engaging copy is more important than many think. Shoppers do actually read copy on your site, especially the product descriptions. When page copy speaks truly about a product while resonating with your brand, you can really grab their attention.

Respect Technical SEO

The techical SEO aspects of your ecommerce site are critical. Technical SEO focuses on elements like:

  • Finding and fixing HTML coding errors
  • Creating sitemaps and optimizing internal linking
  • Pinpointing duplicate content, specifically page title tags and meta descriptions
  • Determining where to utilize canonical tags
  • Optimizing URLs that are non-SEO-friendly
  • Ensuring proper crawling and indexing of the ecommerce site
  • Implementing redirects and correcting those that have been mishandled

Respecting technical SEO demands the skills and expertise of a coding guru (or ideally, a "technical SEO expert"). Some SEO specialists center their practice on the strategic and creative side of SEO, whereas others have knack for analytical and technical aspects of ecommerce SEO.

Produce Great Content

Whether product profile videos, educational articles and blog posts, producing great content extends beyond the webpages of your ecommerce site. To maximize ecommerce SEO value in today's social age, you need a hub to publish interesting content, such as a blog or media center page.

Producing and sharing great content plays a two-fold role in your SEO mission:

  • By keeping your ecommerce site fresh with newly published content on a consistent basis, search engine spiders are apt to crawl and index your site more frequently. Additionally, you create content that's keyword relevant (and links to your optimized inside pages) which can bolster your ecommerce SEO efforts.
  • By sharing, promoting, and marketing your content on social media platforms, you site adds a layer of social credibility and authority (via mechanisms like social signals and the volume of social followers). These new social mechanisms have been said to help with SEO and search rankings.

Diversify Your Backlink Portfolio

There's no questions that building links for SEO still works. It's just a matter of how and where you building links. I recently wrote an article called Tips to Create a Balanced SEO Link Building Strategy, and I highly recommend reading it if you need a primer on link building.

For ecommerce sites, link building is entire SEO strategy in itself. Not only do you want to balance the types of links (as well as the anchor text of those links), but you want to link to a variety of your pages (and not just your homepage). For some, this might be a no-brainer, but it's not uncommon to see SEO service providers pointing every backlink to the homepage.

Remember, product pages are your bread and butter. Once you've optimized a product page with alluring (and keyword-friendly) copy and media, sending some backlinks to that page can truly empower its rankings. Based on my experience, product pages can withstand a greater volume of backlinks with exact keyword match anchor text. Of course too much exact keyword match anchor text much can be risky, but I think the true ratio and balance of anchor text (before a red flag is raised to Google about your site being over-optimized) stems primarily from the domain.

Use a wide range of backlink sources to diversify your site's portfolio. Directories are a good place to start, in addition to reaching out and gathering prospects suitable for guest blog posts on product reviews. Offering contests and other forms of link bait is equally, if not more effective. And of course, start getting social!

Be an Educator & a Social Butterfly

Late last year I wrote a post at CPCStrategy.com about how socializing on Google+ can influence your SEO efforts. In the article I describe how the more people that encircle your brand's page on Google+, the more control you'll have over their search results. The concept is based on Google's "Search, plus Your World" which integrates a social element to search.

Although this concept is still emerging and has yet to fully bloom, it should not ignored in your ecommerce SEO strategy. There's also the element of "social signals," which are the Facebook "Likes," Google "+1's," "Pins," "Tweets," and other social attributes that can be given to webpage. Based on several studies on this topic, a high volume of social signals correlates to better search engine rankings. I like to think of it as Google's way of attributing a legitimate, human-based ranking factor to its algorithm.

But the big question is: how do you gain a lot of social signals? Like I mention above, you need to produce great content that truly resonates with your target audience. For ecommerce sites, being an educator is a winning strategy. Some of the most successful and highly ranked ecommerce sites will create videos that educate shoppers about a product, or set of products. Not only does this practice help generate social signals, but the videos themselves can rank atop the search results.

The Takeaway

Imagine this: what's a high margin product that you want to sell a lot of? Start be optimizing the product's page with unique content and optimized images. Next, produce a video, image gallery, blog post (or all three) about that product. Share (or upload) the latter content on YouTube, Facebook, Pinterest, Twitter, Google+, and any other social media sites your brand is active on. And lastly, build a few links to that product page.

Using these ecommerce SEO best practices is a winning strategy, so long as you're mindful during each step of the process. All the while, always focus on improving the usability and technical aspects of your website. In a matter of time, your ecommerce site can evolve into a true online authority figure

 

About the Author

ecommerce SEO specialistTyler Tafelsky offers over five years of experience as an organic SEO specialist. Tyler is highly-engaged in social media, link building, and content strategy. You can learn more by connecting with Tyler on Google+, or following Tyler on Twitter.

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Tips to Create a Balanced SEO Link Building Strategy

Relentless use of keyword optimized anchor text no longer works for SEO and link building. Many SEO companies have gotten their clients in trouble because of this.

After Google's major algorithm update in late 2012 (targeting websites with "over-optimized" backlinks [or too keyword rich of anchor text,]) many website have plummeted in the search results

Now more than ever, it's critical to create a balanced link building strategy for your SEO efforts. This more natural approach will ultimately lead to more sustainable keyword rankings. balanced seo link building

But the underlying question is: what exactly makes a balanced SEO link building strategy?

In essence, rather than building links with exact keyword match anchor text, you'll need to take a more creative and natural approach.

Think about what makes a completely organic backlink portfolio. There are many different types of links, such as:

  • blog comment links
  • directory listing links
  • in-copy links from articles and blog posts
  • guest blogger (or "about the author") links at the end of articles/blog posts
  • social profile links
  • footer links
  • blogroll links
  • DoFollow and NoFollow links

5 Different Forms of Anchor Text

In addition to the different types of links, there are also various forms of anchor text.

Below we've grouped the various types of anchor text into five categories (using Click Centric SEO as the example:)

  • Brand Name Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by clicking here." Here the anchor text used is the name of the brand or business. You'll want to use brand name links about 30% of the time when building links.
  • Generic Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by clicking here." Here the anchor text has no real SEO focus, but it's natural as can be. Focus on using generic links about 10% of the time.
  • Naked Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by visiting www.ClickCentricSEO.com." Naked links are simply the URL of the domain or specific page being linked to. Use naked links about 10% of the time.
  • Optimized Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by clicking here." Here we're using exact phrase match of the keyword in the anchor text. This is still important for SEO, but only use these links about 25% of the time.
  • Semi-Optimized Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by clicking here." Here you can get creative. Use can use longer forms of anchor text that include some keyword targets, or just one word of your full keyword target (such as "SEO" or "ecommerce"). Semi-optimized links should be used about 25% of the time.

Keep mind that the percent distribution I suggest above is only a guideline. Google is continuing to evolve, and one element that's growing in importance is the contextual relevancy of the content that surrounds links (also referred to as "co-occurrence.")

That is, if a in-copy brand name link is surrounded with specific keywords, Google will recognize the surrounding text and find the link relevant to those specific keywords. It's not easy to explain in text, so I suggest checking out this video all about from Rand Fishkin of Moz.

If you do have any questions, or would like me to run a scan of your site's backlink portfolio, hit us up.

 

Tyler Tafelsky PPC EcommerceAbout the Author:
Tyler Tafelsky is the lead SEO analyst at Click Centric SEO. Tyler is well-versed in multiple facets of organic search marketing, particularly link building and content marketing strategy.

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The 7 Pillars of Technical SEO for Ecommerce Sites

Ecommerce sites are often massive and complex domains containing hundreds and thousands of pages. It's thus important that someone on your SEO or Internet marketing team understands the intricacies of technical SEO for ecommerce sites. Technical SEO Ecommerce

Although technical SEO focuses on the nuts and bolts of a website (typically the elements that are invisible to users), these technical elements can significantly impact a site's performance in countless ways.

In essence, technical SEO addresses the fluidity of crawling and indexing, the quality of user experience (or usability), and the overall SEO-friendliness of the website.

If you're interested in learning more about various aspects of technical SEO, then read on, my friend. Below I educate you on how technical SEO influences ecommerce site performance and SEO potential.

Find & Fix HTML Errors

There are a couple places to pinpoint HTML coding errors on a website. The first is Google Webmaster Tools, where you can look at the "error reports" feature. The second is W3C Markup Validation Service, a free tool that scans and lists all of the HTML errors and warnings that are present on a site.

Google Webmaster Tools only shows errors that are picked-up by Google bots, so this data might pose some limitations. So in addition to the W3C tool, you can also check Yahoo and Bing webmaster tools to pinpoint all potential errors.

The most critical issues that can impact SEO performance are crawl errors, like DNS lookup errors and 404 pages. These can be common on ecommerce sites, so take the time to address any significant HTML errors that arise.

Integrate Sitemaps

There are two main types of sitemaps: HTML sitemaps and XML sitemaps. And using each type of sitemap correctly is critical for SEO success.

HTML Sitemaps

The HTML sitemap is a visible "index" on the website that contains links to almost every page of the site. I say "almost" because in some cases of websites with thousands of pages, many pages are left out. A big mistake I see with large ecommerce sites of the like is that they fail to include key product pages on the HTML sitemap.

Because product pages are the bread and butter to ecommerce SEO, it's important to include these pages on the sitemap (or at least those that you're trying to rank in search.) For very robust sites that face this issue, often times segmented sitemaps are a sound solution.

Additionally, you'll want to link the sitemap on all pages, such as in a site-wide header or footer. The HTML sitemap is your search engine spider food for SEO. Google spiders eat up sitemaps, which aids more efficient crawling, indexing, and ranking of your pages.

XML Sitemaps

The XML sitemap, which is submitted to Google Webmaster Tools, is a list of all the pages on a website that instructs search engine spiders precisely what to index. In short, the XML sitemap helps search engines find all of the pages of a site. XML sitemaps are also very important in monitoring a website's index-levels, or to ensure key pages are being crawled and indexed.

When new pages are added to an ecommerce site, they should also be added to both the HTML and XML sitemap. Additionally, the updated XML sitemap should be re-submitted in Google Webmaster Tools to notify search engines to crawl and index these pages.

Pinpoint Duplicate Title Tags and Meta Descriptions

The uniqueness of each page's title tag and meta description is very important for ecommerce SEO. You can detect duplicate title tags and meta descriptions using Google Webmaster Tools or other crawling tools, such as SEO Powersuite's Website Auditor Tool.

Aside from being unique, title tags and meta descriptions should:

  • be compelling, relevant, and incentivizing
  • contain primary keyword targets
  • be no longer than 70 characters for titles and about 155 characters for meta descriptions (to ensure all appear in the search results without being cut-off)

Utilization of Canonical Tags

In some cases with large ecommerce sites, the same content is on more than one page (or even worse, the same content is duplicated across multiple pages.) SEO-unfriendly scenarios like these call for canonical tags.

A canonical tag tells search engines which page is the preferred URL (or "canonical URL.") This will ensure the correct page is indexed and ranked according to your ecommerce SEO strategy.

For example, if the "money page" (as we like to call it) is www.ClothingStoreBrand.com/outdoor/north-face-jackets, but the same content is present on other URLs (such as www.ClothingStoreBrand.com/mens/north-face-jackets and www.ClothingStoreBrand.com/north-face/coats-jackets), then the rel=canonical tag needs to be applied.

Google itself has stated that it cannot guarantee to follow the canonical URL, so it's wise to completely eliminate any duplicate content found on the website.

Optimize Page URLs

The URLs of your pages should be short. (Shoot for less than 115 characters if possible). URLs should also be static in that there should only be one static URL for each page of the website.

Ecommerce sites are often built on a CMS (content management system) which can adversely impact the best practices of URL naming. For instance, some CMS platforms automatically generate URLs with excessive parameters, such as:

www.website.com/prod=cat=72&type=5&order=c

These cumbersome URL parameters make it difficult for search engine spiders to crawl and index the URL's content and, in some cases, can result in problems with duplicate content.

Similar issues can stem from ecommerce sites that assign session IDs. When users visit a website they are assigned a unique session ID (which is then included in the URL.)

For ecommerce SEO best practices, URLs should be keyword relevant and readable. The goal is to include the primary keyword targets, while ensuring URLs are short and unique from one another. Here's an example of a SEO-friendly URL naming convention:

www.website.com/category/product

Or to offer a real world example:

www.ClothingStoreBrand.com/kids-clothes/girls-pink-t-shirt

Ensure Proper Indexing

Indexing simply refers to URLs or webpages that have been successfully recognized (crawled) and stored (indexed) by search engines. It's important that all optimized pages are indexed in order for them to appear in the search results.

To ensure key pages have been indexed, it's useful to refer to Google Webmaster Tools where you can view the URLs that have been crawled. Uploading an XML sitemap helps to carry out proper indexing of the ecommerce site.

Another option, although a bit less efficient for technical SEO purposes, is to perform a Google search as follows:

site:ecommercewebsite.com

Be sure to have no space between "site:" and the domain. The number of pages that are shown in the results reflects the URLs that Google has crawled and indexed. If there's a big discrepancy between the number of indexed pages and what's included on the sitemap, then further investigation is needed.

Implement or Correct Mishandled Redirects

Particularly for online stores, it's important to check existing redirects as they may be using 302 redirects (which are temporary) instead of 301 redirects (which are permanent.) Unlike 301 permanent redirects, 302 redirects do not pass link value for SEO.

If the site has an abundance of redirects, the technical SEO team should address any mishandled redirects as soon as possible. It's important to avoid removing redirects, as there may be backlinks pointing to a page (which may be providing SEO value.)

There are a few special tools that you can use to determine the nature and type of redirects being used. Here at Click Centric SEO, we use Website Auditor, one of the four awesome programs in Link Assistant's SEO Powersuite.

A couple others worth checking out, and perhaps not quite as expensive, are Screaming Frog and the redirect checker from Ayima (a Google Chrome app.)

 

Tyler Tafelsky PPC EcommerceAbout the Author:
Tyler Tafelsky is the lead SEO analyst at Click Centric SEO. Tyler is well-versed in multiple facets of organic SEO for ecommerce sites, as well as PPC advertising, content marketing, and social media marketing.

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