Think Outside the Box: 5 SEO Strategies for Success
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Alison Garrison SEO ManagerTori Klem
Marketing Account Manager
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Agenda• Recent Search Engine Developments• 5 Outside-the-Box SEO Strategies – Rich Snippets– Social Media– Local SEO - Even if your business is not “local”– Video– Diversifying your Marketing Mix
• The Future of SEO – Where are we headed?
• Q&A
Join the conversation: #VolusionSEO
Panda & Penguin• Devalued “low quality” pages– Targeted “over-optimized” sites using
“manipulative” tactics–Dramatically altered link profile and
anchor text values
• Placed greater emphasis on local and blended search
• Applied new methods of measuring relevance, engagement and authority
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Recent Penguin Patches
• Targeted “webspam”– Thin or duplicate content– Photo driven sites– Link heavy sites
• Does that sound like your store?
How Rich Snippets Effect SEO
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Higher Search Results
More Qualified
Traffic
Better Click-Through
Rates
Google Authorship
• Google Authorship enhances a content-related query with an Author or Publisher image
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Rich Snippets Tips
• Give the search engines the rich mark up they desire
• Keep product info up to date• Implement Google Authorship tag• Implement a review strategy
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Looking to the Future
• Rich snippets will eventually be the norm
• Search display is always changing; be aware of current search display trends
• Mark up helps search engines immediately locate and identify what they view as valuable information
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Useful Resources
• Learn about Volusion store mark up • Test your rich snippets here • Learn more about
Schema rich snippets • How Google uses rich snippets• Learn how to activate post-purchase
email to solicit reviews• Learn how to
set up Google AuthorshipConfidential and Proprietary Information
Out-of-the-Box SEO Strategy #2 Social Media
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Join the conversation: #VolusionSEO
Why Social Media?
• Social media has massive reach• Social platforms are used like search
engines• Builds links• Increases speed and frequency of
indexing• Bolsters branding• Signals authority and engagement
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http://www.searchmetrics.com/en/
The Rise of Social SignalsTop 10 Ranking Factors
Social Media Optimization Tips
• Commit to platforms that fit your market
• Craft a strategy and prepare to engage regularly and usefully
• Act on social media like how you act at a party or social engagement
• Incorporate keywords naturally into posts and social content
• Ask for reviews and feedbackConfidential and Proprietary Information
Looking to the Future
• Social media is not going away and will continue to influence the online ecosystem
• There’s a growing shift toward search within social networks
• Don’t be afraid of trying new social platforms
• Social signals are the new backlinks• Social media requires strategy, time and
knowhowConfidential and Proprietary Information
Useful Social Media Resources
• Stay abreast of social media trends with Mashable and the Social Media Examiner
• Monitor social media topic trends with Social Mention
• Organize your social media channels with Hootsuite
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Useful Social Media Resources
• And Volusion is here to help!• Utilize Volusion’s Social Store feature• Like Us on Facebook and follow us on Twitter
and Google+ for regular social media updates• Check out Social Media videos on our YouTube
Channel• Check out our Social Media Pinterest board
for useful infographics• Regularly check in with the Volusion blog for
social media tips specific to ecommerce
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Out-of-the-Box SEO Strategy #3
Local SEO(Even if your business is not locally focused)
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Search Term Visits Revenue
rom knee brace houston 1 $109.99
orthopedic foot braces in houston 3 $105.99
<brand> market inc lake george ny 3 $33.92
bariatrics tucaloosa alabama 15 $883.5health and wellness bariatric birmingham alabama 1 $263.5
bariatrics of tuscaloosa alabama 10 $231
<brand> farm equipment munfordville ky 107 $3,045
bulk turnip seed companies in michigan 1 $133.98
where to buy sugar beet seeds in ontario 8 $101.08
maternity hospital gowns canada 22 $128.81
white house souvenir shop washington dc 22 $496.05
Skip Local If…
• Your business uses a PO Box• You do not want your address to be
public• You are terrified of foot traffic• You are located in a very isolated
place
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Why Local?
• Local results are on the upswing– Tablet & mobile search is on the rise– One third of results are now locally influenced
• Provides a competitive edge in your region• More information for the search engines• Google favors those who are transparent
and use their products• Additional search result real estate
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Local SEO Tips
• Never try and trick your way into local business
• Set up Google (+ or Places) account• On-page optimization on website• Implement a citation strategy– Always use consistent information in
citations
• Local PR
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Looking to the Future
• Traditional organic results are changing
• Localization is not going away• Google shows love to those who use
their products• Local SEO can tip the scales between
you and a close competitor
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Local Resources
• Optimize your Google Places account• How to implement
local Schema markup• GetListed.org provides a number of
local SEO resources
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Why Video is Necessary
• Attracts additional traffic• Adds value to your potential
customers• It’s less competitive• Can boost conversion rate• Increases engagement
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How to: Optimize Videos
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1. Include keywords in title
2. Include a keyword rich description
3. Add a link within the description
4. Provide value within the video
5. Add keywords under “tags”
6. Categorize
A Few More Video Optimization Tips
• Post videos with SEO in mind• Use the company voice and branding• Frontload your videos• Repurpose old content for video
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Looking to the Future
• Videos are moving from nice-to-have to need-to-have
• Google will likely reward helpful videos and will probably penalize “spammy” video
• YouTube is and will continue to be the dominant video player
• Short video applications are growing
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Useful Resources
• Add Videos to product pages on Volusion stores (or, you can simply embed the videos)
• Video Schema Markup• Video Optimization Tips
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Complete Marketin
g Strategy
SEO
PPC
Shopping Feeds
Public Relations
Traditional Advertisin
gBranding
Content Strategy
Social Media
Diversification Tips
• Find the right mix for your company• Examine user behavior to identify
your best performing channels– Bounce rate, conversions, time on site,
etc.
• Repeat after me: – All well-behaved traffic is beneficial to
my SEO!
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The Future of SEO
• The search engines will continue to be value driven– What is valuable in your industry? You need to produce
that online material.
• Blended search & localization will continue to be important– Do not ignore local optimization or complementary
search marketing channels
• It’s time to think beyond “traditional” SEO– Your goal is visibility for relevant search queries
• Search is always changing– Be quick to adapt – Track future algorithm changes here
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