Review of most typical SEO and CRO issues of e-commerce sites on Shopify platform, based on cases of real sites, submitted for review here at our thread on Shopify forum http://ecommerce.shopify.com/c/ecommerce-marketing/t/submit-your-sites-here-for-a-free-review-from-seo-and-usability-standpoints-150394

1. November 29, 2013
Shopify expert session
#1

2. Promodo at a Glance

3. Speaker
Anna Korolekh
Promodo

4. Webinar main points
SEO for e-commerce best practice guidelines
•
Site structure
•
Keywords, titles & content
•
Indexation
•
Duplicate content
•
Analytics
Shopify most common SEO pitfalls
UX and CRO e-commerce best practice guidelines
•
Navigation and search
•
Product pages, sorting and filtering
•
Good and bad examples

5. SEO e-commerce best
practice guidelines

6. Site structure:

7. Site structure:
• Easy to navigate, intuitive
for users
• Logical hierarchy for the
search bots
• Smart link juice flow

8. Internal linking:
• Link to the most
important for
SEO pages
• Link using
keywords in the
anchor text
• Link from the
text

9. Common Shopify structure issues:

10. A better Shopify structure:

11. How to fix it easily:

13. Indexation:

14. Indexation & duplicate content:
• Sitemaps
•
•
XML
HTML
{% if page_title contains 'Whatever' %}<meta name="robots" content="noindex, follow, noarchive">{% endif %}
• Redirects and server response codes

15. Indexation & duplicate content:
• No more than
100 links per
page
• Minimum of CSS
and images

16. Indexation & duplicate content:
• Links in Java or images

17. Indexation & duplicate content:

18. Indexation & duplicate content:
• Overcomplicated site structure, “dead ends”

19. Indexation & duplicate content:
•
No “Speaking” URLs
http://someshop.com/collection/things/products/2756-825417

20. Indexation & duplicate content:
•
Rel=“canonical”
•
Pagination: rel=”next” & rel=”prev”

21. Keywords, titles & content:

22. Keyword research:
Define your target audience and brainstorm for the keywords
Copy and paste your ideas into Google Keyword Planner, add
ideas using Google ”Searches related to”, Ubersuggest tool
and check their search volume
+ check and consider your successful competitors
keywords (SemRush)
Cleanse the list – remove too broad, too competitive (use
SEO Quake or MOZ plugin) queries

24. Titles:

25. Title tags:
Make sure your titles give a clear idea of what the page is about
Use your keywords in the title, but never stuff more then two repetitions of one
and the same keyword and don’t stuff too many keywords – test how it’s going to
look like!
Visible part is 512 pixels long!
http://seo-website-designer.com/Google-SER
Put the most important key phrase at the beginning and close the title with your
brand

26. Content:

27. Content:
Each page should have a unique piece of text content

29. Content:
Optimize the pages’ text:
•use h1, h2 headings, wrap your keywords into h1’s and h2’s
•use your keywords in the page body
•link to relevant pages from the text using keywords as anchor texts
Make use of user-generated content: reviews, comments
http://www.reviewme.com/

30. Small bonus:

31. Analytics:

32. Analytics:
Make sure you have installed a unique Google
Analytics tracking code without any bugs
https://chrome.google.com/webstore/detail/tag-assistant-by-google/kejbdjndbnbjgmefkgdddjlbokphdefk?hl=en
http://charitablecreationsjewelry.com
http://www.sole2sole.sg/
http://www.thenewyorknightlife.com/
http://www.balancebikeoutlet.com/
http://www.swankyoutlet.com/
http://www.elliecrate.co.za/
http://www.icollectionshop.com/
Google Webmaster Tools

33. Analytics:

34. Analytics:

35. Analytics:

36. Analytics:

37. UX and CRO e-commerce best
practice guidelines

38. In 90% of cases,
customers drop off during
the checkout because of
complete fail of usability

39. Top 5 must-checks in Shopify UX
1. Navigation
2. Search
3. Product pages (images, reviews, descriptions)
4. Filters and sorting
5. Special offers

40. Navigation:
Navigation: show product categories & important info

41. Navigation - breadcrumbs:
http://docs.shopify.com/support/your-website/navigation/

42. Navigation - breadcrumbs:

43. Search:

44. Product pages:

45. Product pages:

46. Product pages:

47. Product pages:

48. Sorting and filtering:

49. Special offers:

50. Special offers:

51. Test, test, test!

52. Let’s sum it up:
• Think of SEO before you build your website (and in the
process and after :)
• Create sitemaps, mind internal linking patterns
• Don’t be lazy – create unique titles and descriptions for
your products, optimize your site’s content
• Pay attention to analytics, set up correct tracking and
monitor it
• Try to show off all the benefits of your site
• Don’t make your users think too much when using your
site
• Test your website’s usability

53. Thank you for your attention!
Anna Korolekh
Marketing manager
at Promodo
e-mail: a.moseva@promodo.com
Skype: ann.moseva

54. Free online marketing audit
We would like to invite all you to take a free 10-15 minutes
personalized webinar for a quick audit of your website and
marketing campaigns by Google certified experts.
-
Quick usability audit of the existing site;
Quick SEO audit and review of existing analytics;
Audit of PPC campaigns;
Technical audit;
Best practices of conversion rate optimization;
General online marketing strategy insights.
Free online marketing audit

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