shopify seo & analytics training

Brock Murray, COO, seoplus+@SEOBrock

SEO & ANALYTICS TRAINING

ABOUT BROCK MURRAY

• Started as a web designer in 2002

• Established seoplus+ in 2012

• Clients: Orbcomm, JNCO, Boy Meets Girl

• Teacher: Camp Tech | Advisor: Invest Ottawa

• Contributor:

AGENDA• SEO

• ON-SITE OPTIMIZATIONS• OFF-SITE ACTIVITIES• RECOMMENDED TOOLS

• GOOGLE ANALYTICS• MY FAVOURITE SHOPIFY APPS• Q & A

ON-SITE OPTIMIZATIONS

• THEME SPEED & OPTIMIZATION TIPS• SCHEMA MARKUP FOR PRODUCTS & REVIEWS• CONTENT BEST PRACTICES• IMAGE TAGGING• VIDEO EMBEDS (YOUTUBE)

THEME SPEED

• CHOOSE A FAST LOADING THEME FROM THE BEGINNING (USE GTMETRIX TO CHECK)

• YOUR PAGE LOAD TIME SHOULD BE LESS THAN 3 SECONDS

ON-SITE OPTIMIZATIONS

THEME OPTIMIZATION TIPS

• REMOVE JAVASCRIPT CAROUSELS (REPLACE WITH OPTIMIZED IMAGE)

• COMPRESS IMAGES (MINIFIER)• ENSURE CSS IS CLEAN AND SIMPLE• AVOID APP OVERLOAD

ON-SITE OPTIMIZATIONS

WHAT IS STRUCTURED DATA MARKUP?• STRUCTURED MARKUP IS A PIECE OF HTML CODE ON YOUR PAGE THAT'S

ORGANIZED (STRUCTURED) IN SUCH A WAY THAT IT GIVES SEARCH ENGINES ADDITIONAL INFORMATION ABOUT YOUR CONTENT.

• A RICH SNIPPET IS THE REPRESENTATION OF YOUR MARKED-UP INFORMATION IN SEARCH RESULTS. SO, IF STRUCTURED MARKUP IS A PIECE OF CODE, THEN A RICH SNIPPET IS THE VISUAL PART OF THAT CODE DISPLAYED ON GOOGLE.

ON-SITE OPTIMIZATIONS

SOURCE: WEBMEUP.COM

TYPES OF SCHEMA

• PRODUCT NAME & PRICE• PRODUCT AVAILABILITY• REVIEWS & RATINGS• OFFERS• IMAGES AND VIDEOS

ON-SITE OPTIMIZATIONS

TYPES OF SCHEMA - PRODUCTS

ON-SITE OPTIMIZATIONS

STRUCTURED MARKUP

RICH SNIPPET

TYPES OF SCHEMA - REVIEWS

ON-SITE OPTIMIZATIONS

RECOMMENDED APP: PRODUCT REVIEWS

TYPES OF SCHEMA - OFFERS

ON-SITE OPTIMIZATIONS

STRUCTURED MARKUP

RICH SNIPPET

CONTENT BEST PRACTICES

• PRODUCT PAGE• BLOG PAGE

ON-SITE OPTIMIZATIONS

PRODUCT PAGE - BEST PRACTICES

ON-SITE OPTIMIZATIONS

SOURCE: BACKLINKO.COM

CREATING AUTHORITATIVE CONTENT

ON-SITE OPTIMIZATIONS

BLOGGING - BEST PRACTICES

• USE BACKLINKO’S “SKYSCRAPER TECHNIQUE”• BE THOROUGH (IE 1,000+ WORDS) • CREATE UP-TO-DATE CONTENT• SHARE USING SOCIAL & OUTREACH

ON-SITE OPTIMIZATIONS

IMAGES – SEO TIPS

• USE PRODUCT NAME IN THE FILENAME• OPTIMIZE YOUR IMAGE ALT TAGS

ON-SITE OPTIMIZATIONS

USE KEYWORD-RICH FILENAMEGOOD:2016-FORD-MUSTANG-LX-RED.JPG

BAD:DCM84730.JPG

ON-SITE OPTIMIZATIONS

OPTIMIZE IMAGE ALT TAGS

ON-SITE OPTIMIZATIONS

VIDEO EMBEDS

• YOUTUBE IS 2ND LARGEST SEARCH ENGINE IN WORLD• UPLOAD PRODUCT VIDEOS TO YOUTUBE

• EMBED ON PRODUCT PAGES• EMBED ON RELEVANT BLOG POSTS

ON-SITE OPTIMIZATIONS

BREAKBREAK

OFF-SITE ACTIVITIES• BACKLINKS

• BEST PRACTICES & CASE STUDIES

• SOCIAL• FACEBOOK/INSTAGRAM ADS

• PAID SEARCH• GOOGLE ADWORDS/REMARKETING/SHOPPING

• GOOGLE MY BUSINESS

BACKLINKS

OFF-SITE ACTIVITIES

LINK BUILDING TACTICS

OFF-SITE ACTIVITIES

SIMPLE LINK BUILDING TACTICS

• DIGITAL PR/OUTREACH• GUEST BLOGGING (YES IT’S STILL VERY EFFECTIVE)• INFLUENCER MARKETING• LEVERAGE PARTNERSHIPS / RELATIONSHIPS• GIVE TESTIMONIALS (LOTS OF HOMEPAGE LINK OPPS!)

OFF-SITE ACTIVITIES

DIGITAL PR EXAMPLENineties Cult Brand Revives With New Tech

OFF-SITE ACTIVITIES

SOURCE: HTTP://WWW.SMBRETAIL.COM/NINETIES-CULT-BRAND-REVIVES-WITH-NEW-TECH/

PAID SOCIAL

OFF-SITE ACTIVITIES

FACEBOOK ADSOFF-SITE ACTIVITIES

SOURCE: CLOUDINCOME.COM

FACEBOOK ADSOFF-SITE ACTIVITIES

SOURCE: SHOPIFY APPS – RETARGETAPP

PAID SEARCH

OFF-SITE ACTIVITIES

OFF-SITE ACTIVITIES

GOOGLE NETWORK

OFF-SITE ACTIVITIES

GOOGLE SEARCH

• Text Ads Only• Show up for keywords (ability to do keyword research inthe AdWords platform)

OFF-SITE ACTIVITIES

GOOGLE DISPLAY NETWORK

• Rich media (banner/flash)• Text Ads• Video Ads (YouTube)• Google Shopping

OFF-SITE ACTIVITIES

• Easily measurable (conversion tracking)• Purchases• Form Submissions• Calls

• Combine with Google Analytics for optimal tracking

WHY ADWORDS?

OFF-SITE ACTIVITIES

• Keywords• Interests• Location• Demographics• Frequency• Device Targeting• Set a Daily Budget

ADWORDS TARGETING OPTIONS

OFF-SITE ACTIVITIES

• Auction based on “AdRank”• AdRank is calculated based on max CPC and Quality Score

• Landing Page Structure• Historical and predicted click-through rate• Relevance of the ad text• Use of ad extensions• Various user metrics

HOW IT WORKS

OFF-SITE ACTIVITIES

AUCTION

OFF-SITE ACTIVITIES

• Organize campaigns and AdGroups properly from the beginning!

• Use 10-15 Keywords per AdGroup• Use 2-3 ads per AdGroup• Be unique! Strong call-to-action in ad text• Use professionally designed banner ads/video for best results

ADWORDS SEARCH - BEST PRACTICES

OFF-SITE ACTIVITIES

BREAKBREAK

RECOMMENDED TOOLS

• SEMRUSH(SITE AUDIT, KEYWORD DATABASE, POSITION TRACKING)

• MAJESTIC(LINK ANALYSIS TOOL)

RECOMMENDED TOOLS

RECOMMENDED TOOLS

RECOMMENDED TOOLS

GOOGLE ANALYTICS

• SUMMARY OF GA / HOW TO SETUP IN SHOPIFY• LINKING GA TO SEARCH CONSOLE• VIEWING TRAFFIC SOURCES• SETTING UP GOALS• HOW TO CREATE REPORTS AND DASHBOARDS

• Sessions• Pages/Session• Bounce Rate• Avg. Session Duration• Conversion Rate

BASIC METRICS YOU NEED TO KNOW

GOOGLE ANALYTICS

The conversion rate is the percentage of userswho complete a desired action.

CONVERSION RATE

GOOGLE ANALYTICS

INSTALLING YOUR TRACKING CODE

GOOGLE ANALYTICS

HIGHLY RECOMMENDED!GOOGLE ANALYTICS

HIGHLY RECOMMENDED!GOOGLE ANALYTICS

FAVOURITE SHOPIFY APPS

• RECEIPTFUL• ALT TEXT (AUTOMATED ALT TEXT)• MINIFIER – IMAGE AND WEBSITE OPTIMIZATION• GOOGLE SHOPPING

RECEIPTFUL

• Send beautiful and engaging e-mail receipts that become a marketing opportunity.

• Include targeted upsells and product recommendations that re-engages your customers immediately after purchase.

• Modify your receipts without having to touch any code.

RECEIPTFUL

ALT TEXTALT Text dynamically generates alternative text for products with a single click. Stores can string together small snippets of code to create SEO-friendly alternate text for their product imagery. Just assemble the text together.

As an example:{Product Name} - {Product Category} - {Store Name}.

MINIFIER

• Optimize Your Images File Sizes, Alt Tags and Filenames• Dramatically Improve Your Website’s Load Time• Improve Your Search Engine Ranking

MINIFIER

GOOGLE SHOPPING

• Connect with Google Merchant Center• Automatically sync your store with Google Merchant Center• Sync all of your products or only a collection

Q & AQ & A