Six SEO Principles for High Performance Sales WebsitesKris EricksonBU Media Schoolkerickson@bournemouth.ac.uk

1. In SEO: Text rules, visuals drool

2. Keyword research should drive design

URL Selection!

www.treehousesforkids.comNotwww.petersonscarpentry.co.uk

3. There’s no such thing as too specific

Treehouses

Specialty treehouses

Eco-friendly treehouses

Buy specialty treehouses

Buy specialty treehouses in london

4. Never miss an opportunity to use a keyword

About our treehousesNotAbout Us

www.gardendecorations.com/gnomes /fishponds /shops-in-london

5. Content should connect visitors with products

Typical ‘buying keyword terms’

ReviewDealSpecifications NOTSaleComparisonPre-order

What I think about…

Top 10 reasons why…

Funniest pictures of…

6. Find out what you rank for and keep working

• If you rank on page two for a key phrase you can rank on page one. Get more links.

• If you rank for ‘review of product-name X’ you can rank for ‘review of product-name Y’.

• Each product is a preview, review, specifications, comparison, and buy-it-now page.

In Summary:• Put yourself in the mind of a customer who’s never

heard of you.• Develop 4-5 key phrases for products you want to

promote.• Repeat these in URL, content, navigation and title

tags.• Use analytics to track successful keywords, identify

new keywords, and improve conversion.