Altruik Miva Merchant Webinar Slides
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Presentation slides from the Miva Merchant/Altruik Webinar on Friday, November 11th: Increasing Organic Search And Conversions For The Holidays
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Altruik Miva Merchant Webinar Slides
- 1. Presented to
- 2. Agenda Challenges with On Page SEO Altruik’s SEO Module: Product Priority A Miva Customer Case Study: Helmet City SEO for the Holidays Page 2 ALTRUIK – Product Priority
- 3. Agenda Challenges with On Page SEO Altruik’s SEO Module: Product Priority A Miva Customer Case Study: Helmet City SEO for the Holidays Page 3 ALTRUIK – Product Priority
- 4. The Problem with Managing SEO for eCommerce Search Engine Optimization is nearly impossible to manage well at scale One Easily Managed Manually Home Page Home Page Difficult to Manage Many Categories Manually Categories Impossible Products to Manage Thousands Product Pages Manually Page 4 ALTRUIK – Product Priority
- 5. Managing Product Churn Product churn multiplies product optimization challenges Home Page Categories Products Page 5 ALTRUIK – Product Priority
- 6. Optimizing Every Page of Your Site On-Page optimization of an entire site is time consuming & challenging Are my Can the bots URLs get to all of Search my pages Engine efficiently? Friendly? Are the titles, H1s, and Does my meta descriptions, Faceted optimized for the Navigation best keywords? Solution create “spider traps”? Page 6 ALTRUIK – Product Priority
- 7. Result (before): Organic Search Listings are Under-Performing Pages are hard to find and search snippets are not compelling Before Altruik Page 7 ALTRUIK – Product Priority
- 8. Altruik Result (after): Higher Revenue from Organic Search Visible product page results and more compelling “ads” After Altruik Page 8 ALTRUIK – Product Priority
- 9. Agenda Challenges with On Page SEO Altruik’s SEO Module: Product Priority A Miva Customer Case Study: Helmet City SEO for the Holidays Page 9 ALTRUIK – Product Priority
- 10. Altruik’s Product Priority Module Automated Technology Platform Optimize Entire Website for Organic Search Ongoing Implementation & Optimization Unlock New Revenue Opportunity Page 10 ALTRUIK – Product Priority
- 11. An Automated Platform We use automation to continuously optimize your product pages Optimized Search Titles Friendly URLs Elevate Deep Pages within the site Optimized H1s Resolve Faceted Navigation Issues Page 11 ALTRUIK – Product Priority
- 12. Product Priority: SEO Module for Miva Merchant Customers Product Priority Feature Set Basic Pro On Page Content Optimization Site Architecture Optimization Stale & Missing Content Correction Search Engine Friendly URLs XML Sitemap Generation Page Speed Optimization Testing Module Page 12 ALTRUIK – Product Priority
- 13. The Opportunity: Optimization for Intent Based Searches Site Behavior Search Behavior Browser Attention Browser Home (Broad Keyword Terms) Page Interest Categories (More Targeted Terms) Action (Purchase Buyer Product Pages Terms) Buyer Page 13 ALTRUIK – Product Priority
- 14. ROI is Simple: Searchers w/ detailed queries convert at higher rates Researcher Buyer “pink “pink shoei “motorcycle motorcycle “helmets” helmets” helmets” multitec helmet” Conversion Rate Home Page Categories Product Pages Page 14 ALTRUIK – Product Priority
- 15. Agenda Challenges with On Page SEO Altruik’s SEO Module: Product Priority A Miva Customer Case Study: Helmet City SEO for the Holidays Page 15 ALTRUIK – Product Priority
- 16. A Miva Merchant Case Study: Helmet City The Challenge: The Results: o Grow Revenue from Organic Search at a positive ROI 44% Revenue o Maximize Revenue from Lift Each Category and Product Page o Increase the Page Speed of Site Page 16 ALTRUIK – Product Priority
- 17. How did our module do it? On Page Optimizations Site Architecture Corrections On Page Testing Page Speed Optimizations Page 17 ALTRUIK – Product Priority
- 18. On Page Optimizations - Results Long tail keywords drive more qualified buyers Example Total Impact # of Keywords Driving Revenue: 79% Altruik Page 18 ALTRUIK – Product Priority
- 19. Site Architecture Optimization Duplicate Content from multiple testing variations diluted external link power http://www.helmetcity.com http://www.helmetcity.com/index.php http://www.helmetcity.com/index-nd.php Revenue to 65% Home Page: Page 19 ALTRUIK – Product Priority
- 20. Testing (A Product Priority Pro Feature) Finding the right title combination can have huge rewards, but is not always obvious Title Before: Pink Helmets | Helmet City Title After: Motorcycle Helmets By Color: Pink| Helmet City Increase in 89% Visits: Page 20 ALTRUIK – Product Priority
- 21. Page Speed Our Page Speed feature increased download time by 53% Before: 8.277s After: 3.910s http://www.webpagetest.org/result/110429_2Q_G http://www.webpagetest.org/result/110707_44_ RAF/1/details/ 10GTV/1/details/ Page Speed: Site Wide 53% 9% Conversions: Page 21 ALTRUIK – Product Priority
- 22. A Client’s Perspective John Uyeyama: CEO, HelmetCity.com Page 22 ALTRUIK – Product Priority
- 23. Agenda Challenges with On Page SEO Altruik’s SEO Module: Product Priority A Miva Customer Case Study: Helmet City SEO for the Holidays Page 23 ALTRUIK – Product Priority
- 24. 6 Tips To Help Your SEO for the Holidays 1. Audit Time – dig into those log files for broken links & 404s well before Black Friday 2. Internal Links - switch around internal links for Holiday Best Sellers What sold last year during the holidays that can be better promoted on the site this year – this helps SEO too! 3. Create a “Gift Ideas” Page & Link to it from Home Page, Facebook & Twitter 4. Avoid any Link Building – there’s no time! 5. Coordinate Meta Descriptions with Holiday Offers and add a Call-to-Action “Motorcycle Gift Ideas from Helmet City.com. Free 2 Day Shipping and Free Returns until December 15th! Call 1-888-343- 5638” 6. Keep a list of all changes and make sure to revert in January! Page 24 ALTRUIK – Product Priority
- 25. Questions? Taylor Greene VP, Business Development tgreene@altruik.com www.altruik.com 646 374 0172 Page 25 ALTRUIK – Product Priority
- 26. Thank you! Taylor Greene VP, Business Development tgreene@altruik.com www.altruik.com 646 374 0172 Page 26 ALTRUIK – Product Priority
Notes de l'éditeur
- In terms of the agenda for today, we’re going to start by talking a little be about the challenges with SEO on ecommerce sites that prevent that SEO work from getting executed.Then we’re going to give a quick overview of our product priority module and talk about how it goes about solving these problems.We’re also going to hear from John at Helmet City as we go through an SEO case study on their siteThen we’re going to end by talking about a few quick things that you can do to SEO your site in time for Black Friday.And of course, I’m going to save ample time for questions at the end.
- Ok, so first let’s dive into the challenges with executing on page SEO on ecommerce sites.
- The main problem is that Search Engine Optimization is nearly impossible to manage well at scale.You have one home page, several categories, and probably thousands of product pages.This means that the home page probably can be managed manually, but the category and product pages are nearly impossible to keep up with on a regular basis without technology.
- Now I want to walk you through how our module is able to do this…
- Now, you might be wondering why this all matters.It’s because when a direct browser goes to your site you want them navigating to your home page, then category, then product page where they transact.In search, the searchers with intent to buy should be entering at the category and product page level. The broad keyword terms go to the home page, but the action based terms go to the product and category pages.That’s where the opportunity is.
- More specifically, the ROI of long tail queries is often much higher as someone searching for “helmets” is in a much different stage of the buying cycle than someone who knows exactly what they want and types that search into the search engine. Conversion rates are higher as the keyword term gets more specific.
- So let’s look a bit deeper at a case study on how this has worked for Helmet City, one of miva’s customers.