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[Webinar November 2011] 10 Ways to Maintain eCommerce SEO Rankings Through a Redesign

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10 Ways to Maintain SEO Rankings Through a Redesign Ethan Giffin, CEO Groove Commerce November 2011
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Page 1: [Webinar November 2011] 10 Ways to Maintain eCommerce SEO Rankings Through a Redesign

10 Ways to Maintain SEO Rankings

Through a Redesign

Ethan Giffin, CEOGroove Commerce

November 2011

Page 2: [Webinar November 2011] 10 Ways to Maintain eCommerce SEO Rankings Through a Redesign

10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 2November 2011

ABOUT ETHAN GIFFIN

With over a decade of industry experience in eCommerce, SEO and the dynamic technologies that drive them Ethan Giffin founded Groove Commerce to be a boutique web agency that provides enterprise class service for online retailers.

This blend of industry and agency experience has made Ethan a sought after speaker and panelist at top events including: Magento Imagine, Internet Retailer, eTail, Search Engine Strategies (SES), SMX, American Marketing Association, PubCon and Ad:Tech.

Currently, as CEO Ethan is leading the charge as an Award Winning Magento partner.

Ethan E. GiffinCEO & Founder

[email protected]: @Opie

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REDESIGNING?

Page 4: [Webinar November 2011] 10 Ways to Maintain eCommerce SEO Rankings Through a Redesign

#1Create a Baseline

Report

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WHAT’S IN YOUR BASELINE REPORT?1. Verify Webmaster

Tools Account

2. Submit Your XML Sitemap

3. Spider the Site (Integrity or Xenu)

4. Look for Existing Crawl Errors

5. Total Pages in Index vs. Sitemap vs. Spider

6. Initial Rank Check

7. GA Custom Reports

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TOP CONVERTING LANDING PAGES

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REVENUE BY MOBILE DEVICE

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ECOMMERCE FUNNEL EXITS

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#2 Avoid Canned Descriptions

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November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 10

NO MANUFACTURERS DESCRIPTIONS!

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

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#3Audit Your

Information Transfer

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WHY DO WE AUDIT?

1. Data Imports Can Get Real Messy!

2. Create a Content Map

3. Make Sure Pages Have 1 to 1 Match

4. Unique Page Titles & Meta Tags

5. Define Your URL’s

6. Set Your Canonical Tags

7. Robots.txt

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SWITCHING TO MAGENTO?

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#4Create an Internal

Contextual Link Strategy

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INTERNAL LINKING STRATEGY

1. Don’t Use View or More

2. Create Links to Other Products within Descriptions

3. Create Links Within Category Descriptions

4. Don’t Repeat the Same Navigation on All Pages

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#5Optimize Your Site

Templates

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WHAT TO OPTIMIZE?

1. Review Product & Category Templates

2. No Missing Elements!

3. Use Modifier Words (Buy, Discount)

4. Include Microformats

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#6Use Indexable Reviews

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INDEXABLE REVIEWS

1. Awesome User Generated Content!

2. Don’t Use Power Reviews Express

3. Use Internal Review Engine if You Can Set Followup

4. If not, Use Power Reviews Standard or Non JS Based

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#7Create Sexy Brand

Pages

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CREATE SEXY BRAND PAGES

1. Panda Loves Brands

2. Outbrand the Brand!

3. Create Unique Content

4. Videos

5. Buyers Guides

6. Blogs

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#8Setup Your 301

Redirects

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YOUR 301 REDIRECTS

1. Keep Same URL if You Can

2. If not, 301 Every Page Based on Your Content Map

3. Check Your Server Headers

4. Confirm Any Redirects Done Programmatically

5. Don’t Use 302’s

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#9Monitor Your Load

Speed

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WHAT CAN SLOW PERFORMANCE DO?

1. Can Sink Your SEO

2. Directly Affects Conversion Rate

3. Lowers Adwords Quality Score

4. Limits Ability to Diagnose Errors

5. Check Your Site with Pingdom & YSlow

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HOW TO INCREASE THE SPEED?

1. Turn on Compression

2. Remove Unneeded Code & Files – No Bloat!

3. CDN Hosting

4. Use Google jQuery Scripts

5. Page Caching

6. Track Server Errors & Performance (NewRelic/WebSitePulse)

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#10Post Launch Review

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YOUR POST LAUNCH REVIEW

1. Submit New Sitemap

2. Spider the Site (Integrity or Xenu)

3. Look for New Crawl Errors

4. Total Pages in Index vs. Sitemap vs. Spider

5. Weekly Rank Check

6. Hold Breath

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Create Baseline Report

Avoid Canned Descriptions

Audit Information

Transfer

Internal Contexual

Link Strategy

Optimize Site Templates

Use Indexable Reviews

Create Sexy Brand Pages

Set Up 301 Redirects

Monitor Load Speed

Post Launch Review

November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 29

YOUR REDESIGN CHECKLIST!

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10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 30November 2011

ABOUT GROOVE COMMERCE

Our goal is to bridge the gap between marketing and technology and deliver a user-friendly, high converting product to each one of our clients.

Services include:• eCommerce Website Design

• Magento Development & Integration

• Social Media Marketing

• Pay Per Click (PPC) Management

• Search Engine Optimization (SEO)

• eCommerce Site Analysis

• Conversion Consulting

2400 Boston Street, Suite 320, Baltimore, Maryland 21224

www.groovecommerce.com800.564.9826@GrooveCommerce

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