SEO – short for search engine optimization, is a complex and constantly changing subject. Unfortunately it’s often hard to know where to start and where to get information. Does the latest SEO tactic you’re reading about work or will that get you banned from the search engines forever? Should I do SEO myself or should I hire out? We all know that we need to ‘do’ SEO if we want our web sites to show up in the search engines but we don’t know where to begin. The bottom line is that SEO can be a very confusing and frustrating task for online sellers. Add to that all the misinformation readily available online. Who to believe and where do you start? What tools do I need? What training is available? Pat Pepe, an online seller for 15 years and the education director for the Internet Merchants Association, will be presenting a guide for anyone that wants to learn the basics of SEO. Join her as she gives you what you need to start optimizing your ecommerce site today.

1. Guide to Basic Ecommerce SEO
Pat Pepe
Internet Merchants Association

2. What is SEO?
Do I have to do SEO?

3. What SEO is:
Search engine optimization (SEO) is the process
of affecting the visibility of a website or a web
page in a search engine's "natural" or un-paid
("organic") search results.

4. What SEO is NOT
SEO is not a quick fix; it is not about tricking the
search engines.
It is not about keyword stuffing or getting lots of
spammy inbound links.

5. Digital Marketing as a strategy
 SEO
 PPC
 Email marketing
 Social media

6. PAID
IMAGES
1

8. High
authority
High
authority
Social
High
authority

9. Search words in
title and again
in description

11. Other factors (CODE)
Clean code (no tables)
Site loading speed
Title
Meta description

12. User search terms (not
marketing terms)

13. User search terms (not
marketing terms)
Consider that the main
search term just might
be a question

14. User search terms (not
marketing terms)
Consider that the main
search term just might
be a question
Keyword:
Tent rental
Question:
Where can I rent a tent in
Tarpon Springs FL?

15. User search terms (not
marketing terms)
Consider that the main
search term just might
be a question
Title a page (then write to
it)

16. User search terms (not
marketing terms)
Consider that the main
search term just might
be a question
Title a page (then write to
it)

17. User search terms (not
marketing terms)
Consider that the main
search term just might
be a question
Title a page (then write to
it)
Unique content – no feeds
Don’t worry about
‘keyword density’

18. The 3 best on page practices
• <title>
• URL
• <H1>

19. Yes, links are important, but…

20. Yes, links are important, but…

21. • Try for authority links
• Never pays for links
• Social can be helpful

23. Writing Content for Products

24. Tools for SEO