1. eCommerce Site
Optimization
Ethan Giffin | CEO, Groove Commerce

2. Keywords & Content
• Make sure you are targeting the right words
• The manufacturer isn't always right…
• Need more content than product links
• Goal should be 1 page a day for most eTailers
– Internal Blogs
– How To’s
– Buyers Guides
• Mine your site search
• WRITE UNIQUE PRODUCT DESCRIPTIONS!!!

6. Site Design and Structure
• Good design is key…
• Important for both SEO and conversion
• Create a dynamic method for page titles/meta tags
– Reverse Breadcrumbs…
• Follow Web standards
– Headline text in <h> tags aka your product and category names
– Paragraphs in <p> tags
– Bold and Italics <strong> and <em>
– Lists in <ol> and <ul> tags
• Every page is not one size fits all
• Float that layout - Put your content before the nav
• Be wary of Viewstate and other tech blunders

7. H4
H1

8. Internal Linking Issues
• Don’t bury your directories
– http://www.favorfavor.com/page/FF/CTGY/BabyItems
• Have great URL conventions
– http://www.favorfavor.com/c-1-Baby-Items.aspx
• Descriptive internal links
• Beware of Spider Traps
• Filtered navigation
• Follow or NoFollow… That is the question
• No session ID’s
– http://www.yourstore.com/products/pid=123&sid=123123@2
34234234

9. …And After

11. Inbound Links & Spiders
• Create & register dynamic XML sitemaps
• Link building strategies
– Directory submissions
– External blogs
– Mini sites
– Social media (Facebook/Twitter/and more)
– Online PR
• Discontinued products – 404/301/etc?
• Be sure to use (and not use) your robots.txt
– Cart Pages
– Search Results Pages

12. Want More Tips?
Bring me your card!
Questions after the show? Email me:
ethan@groovecommerce.com
http://twitter.com/opie
Download the presentation:
http://groovecommerce.com/pubcon

13. asdsadsa
• Text Color Option 1
• Text Color Option 2