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How to increase sales with SEO?
Anna Korolekh, SEO analyst
Webinar
© 2012 Promodo [email protected]
United Kingdom+44 0203 1376 681
United States+1 347 809-34-86
Strategic marketing differences for small businesses
Low budgets
Cannot afford waiting
Cannot afford investing in risky advertising methods or the ones with low ROI
© 2012 Promodo [email protected]
United Kingdom+44 0203 1376 681
United States+1 347 809-34-86
Target audience definition, competition awareness
“All the people interested in our services!”
“Health and beauty niche!”
“Teenagers!
consider the client base that you already have carefully
make polls and surveys on your site (use free tools like http://www.websitegoodies.com/tools/polls.php and others)
© 2012 Promodo [email protected]
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How do you beat the “big guys”?
The more specific you get – the less competition you have
Look at the competition in your niche and try to spot the things and opportunities your competitors are missing
Do not say we will deliver anything anywhere, say we will deliver exactly what you are looking for exactly where you want it to be, cause that is what we are particularly good at!
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What do you do about the audience you have defined? How do you target exactly them?
Pay attention to your domain name (ccTLDs)
Set geographic targeting in Google Webmaster Tools
Create content crucial for your target audience, interact with your visitors
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Technical tips and tricks
Use cached versions of pages, where appropriate
Host your site in the country of your target audience
Compress the images on your site, try to keep the size of full images 100kb maximum and the size of small images or thumbnails not more than 2kb.
/http://www.gimp.org
Use as little components of the page as you can manage
Put your scripts and CSS sheets into a separate external file instead of inlining them into the page itself
Monitor your loading speed (Webmaster Tools, http://mon.itor.us)
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Site URLs
One more thing that should be configured on the site’s engine side is the URLs
site.com/tyu12345/po098798?nm700
site.com/shoes/women/flip-flops.htmll
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Titles and Descriptions
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 word:
Spammy!
Put the most important key phrase at the beginning and close the title with your brand:.
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More on Titles…
Make sure all of your landing pages have unique titles, as I am sure you don’t want to lose them in supplementary results:
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And More …
There are some special characters that can be used in the title tags and which Google will pick up and display in the SERPs:
HTML View& & &
© © ©
® ® ®
™ ™ ™
• • •
§ § §
— — —
¤ ¤ ¤£ £ £€ € €° ° °
» » »¼ ¼ ¼
& & &
© 2012 Promodo [email protected]
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Description Tag
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Optimizing the description tag make sure it has a clear call to action in it. Use your best prices, bonuses, discounts, your contact information in it, anything that can catch a user’s eye:
Use microformats for addresses, products, recipes, people, reviews, events, music anything you have on your site that can be micro formatted to form rich snippets in Google SERPs. Remember that rich snippets have much higher CTR than ordinary results do.
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Rich Snippets and Microformats
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Microformats - simple entities used on web pages to describe a specific type of information — a review, an event, a product, a business, or a person. Each entity has its own properties (name, address, job title, company etc.).
http://microformats.org/tag/google
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=146897
And of course keep in mind that for traditional title and description Google will only show in its SERPs - 65 characters for the title and 150 for description, +/- 2 characters
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Do not forget about traditional SEO!
Traditional and universal SEO tactics are a must!
Create and submit sitemaps
Block all the service and duplicate pages in robots.txt file
Optimize pages content with <h1>, < h2>, <strong> tags
Use smart internal linking, no follow the links to service pages and accessory, unimportant pages.
Pay attention to the way you link to your site either from your own website or from other resources. Always link in a canonical way!
At keyword research stage do not forget about the choices you’ve made defining your target audience and the fact that you do not have to compete with the big guys in your reach.
Develop a good list of long tail keywords.
Go for the words which show the user intent clearly and do not confuse them.
Add geographical modificators to your key phrases.
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Google Local and Google Shopping Search
Google Local Business (www.google.com/placesforbusiness)
Google Shopping Search (www.google.com/merchants)
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Some Tips on Optimizing for Local Search
Fill in as detailed information in your Google Local Business account as possible.
About 80% of people perform local searches!
Make sure that your landing pages all mention your address.
Use microformats for company addresses on all the landing pages.
Monitor your reviews on Google Maps.
Make use of new opportunity Google has recently offered, post photos of your restaurant, hotel or shop or any establishment on Google maps with Google Street View and create 3D tours.
Submit your site and your business for review to big and authoritative resources of your niche.
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Some Tips on Optimizing for Shopping Search.Only 6-7% of searchers use Google Shopping search, but those 6-7% are 100% buyers + best shopping search results pop up in the top 20 of the universal search results!
Make sure that your site is in the language of the country you are targeting and has the prices in the official currency of that country.
Use keywords in your product Title and Description, but not more than twice.
Add unique UPC codes or Manufacturer Part Numbers to all of your products.
Add user reviews and shipping costs.
Products that have Google checkout payment method available have a certain benefit in Google Shopping Search.
Update you product feed regularly (1-2 per month).
Use microformats for your products.
Make sure you have high quality images and thumbnails of your products.
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Track, Monitor and Analyze!
21.3.11© 2012 Promodo www.promodo.com
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Takeaways
SEO is a perfect tool for small businesses promotion
Plan your SEO campaign carefully, monitor and spy on your successful competitors
Spare no effort on keyword research as it is the foundation of your future success
Examine your landing pages and optimize them both for search engines and real visitors
Pay attention to the content — the text of the title and body needs optimization first of all
Treat link building seriously, be patient and get great results in the long run
Follow the latest trends in SEO, optimize for alternative ways of searchesTrack, monitor and analyze your performance regularly
© 2012 Promodo [email protected]
United Kingdom+44 0203 1376 681
United States+1 347 809-34-86
Thank you for your attention!
Anna MosevaPromodo
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