Discover actionable SEO tips from industry thought leaders at Online SEMrush and the Melbourne SEO Meetup.
The presentation covers the following topics:
1. Copywriting for Search Success (Jim Stewart)
Jim will dive into a real-world case study and share tips on how to rank in Google's Featured Answer.
2. Basic E-Commerce Site Audit (Tim Capper)
Beginners guide to Auditing your E-Commerce site. Tim will cover the most common problems encountered within an E-Commerce site, and how to check for these problems using both free and paid tools.
3. 10 Techniques to Convert Your Search Visits (Frederic Chanut)
Frederic will share his tips on how to increase profits to online business by understanding what exactly makes audience become customers.
4. WordPress SEO Tips and Tricks (Chris Burgess)
Chris will share the essential steps to creating and optimizing the perfect WordPress website, popular SEO plugins to use and common mistakes marketers make to when working with WordPress.
You can find more tips here: https://www.semrush.com/webinars/online-seo-meetup/
23. Beginners guide to Auditing your E-Commerce site. We cover the most common problems
encountered within an E-Commerce site, and how to check for these problems using both
free and paid tools.
Basic E-Commerce Site Audit
onlineownership.com
plus.google.com/+TimCapper
24. ! Tools
! Canonicalization
! Visibility ( robot.txt & sitemap )
! Mobile Friendly and AMP
! Crawl errors & redirects
! Site & Page speed
! Images
! Content
! SEO wins
E-Commerce Site Audit
onlineownership.com
plus.google.com/+TimCapper
25. ! You
! SEMrush
! Google Search Console ( formerly webmaster tools )
! Google Page Speed Test
! Google Mobile Friendly Test
! Google Structured Data Testing Tool
! IIS Search Engine Optimization (SEO) Toolkit ( iss.net )
! Varvy.com ( formerly feed the bot )
Tools for Site Audit
onlineownership.com
plus.google.com/+TimCapper
26. Domain canonicalization or redirection to the preferred domain is normally taken care of by
most e-commerce CMS systems, however this may only be top level, so it is worth checking
category down to product level.
It is Crucial that you get your sites redirection rules correct !
Domain Canonicalization
onlineownership.com
plus.google.com/+TimCapper
27. All e-commerce sites should by now be serving their entire site through HTTPS. As with the
previous section, check that your redirection is working across all pages.
Some CMS may handle this for you, but double check top line, category and page level
URL’s .
HTTPS
(Hypertext Transfer Protocol Secure)
onlineownership.com
plus.google.com/+TimCapper
28. It’s common for retailers to have multiple pages for every product they sell. the
rel=“canonical” is a tag you can place on your product pages to tell search engines which
of these pages is the “canonical,” or the preferred page for that product. Using this tag gives
you more control over which of your URLs Google lists in search results.
Product Canonical & Parameters
onlineownership.com
plus.google.com/+TimCapper
29. Review blocked pages in Robots.txt file and correct any issues, this includes allowing CCS
and JS. Using fetch and render in Google search console provides an insight into how
Googlebot views your pages and which resources are being blocked by robots.txt.
Make sure your sitemap.xml is submitted to search console and error free.
Visibility
onlineownership.com
plus.google.com/+TimCapper
30. One of the most common mistakes is that a site has not updated their CMS versions and is not
mobile responsive … slap developer!
The other main error, is blocking CSS and JS in robots.txt, which invalidates your responsive
design.
Mobile Friendly
onlineownership.com
plus.google.com/+TimCapper
31. Fix internal links to any 404 pages. Review redirects are they correct ( 301 or 302 ). Check for
any crawl errors, are they intended. Check 404 pages, do they have any equity, can they be
redirected?
Crawl Errors & Redirects
onlineownership.com
plus.google.com/+TimCapper
32. Use page speed insights to help diagnose where content of a web page is slowing down the
display of a page. Insights also provides suggestions to help improve the page speed.
Site & Page Speed
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plus.google.com/+TimCapper
33. Fix broken or missing images. Try and provide informative file names. Images must have a Title
and where possible also provide Alt Text.
It provides Google with useful information about the subject matter of the image. Google will
use this information to help determine the best image to return for a user's query.
Images
onlineownership.com
plus.google.com/+TimCapper
34. This is your one shot to sell your product. Provide unique and descriptive information about
your sites Pages, especially your products.
You have 7 sec to make an impression to the customer, don’t blow it by not taking the time to
sell the product.
Content
onlineownership.com
plus.google.com/+TimCapper
35. Structured Data Markup ( schema ):
! for site pages ( find your best fit )
! product markup on product pages
! review markup.
Blog
! on main domain
! provide useful and informative information for your customers.
Google Business Page
! If your business has a physical address, create a Google business page. Branding for your name that
money cant buy.
Seasonal Landing Pages
! Don’t 404 these till next season. Provide information about next seasons products, what to expect,
launch date, email alert signup.
SEO Wins
onlineownership.com
plus.google.com/+TimCapper
39. ABOUT FREDDY
MD @ In Marketing We Trust
Geek hidden in a suit
Analytics & Search marketing
background
Tired of spending $$ sending traffic for
nothing
Charity rally driver
2
40. ON AVERAGE ONLINE ADVERTISERS
#SEMRUSHLIVE
Spend $92 to bring Traffic
3
Source:
Econsultancy & redeye report 2012
42. OPTIMISE YOUR SEARCH
SNIPPET LIKE AN AD
1. Be Specific
2. Highlight your Unique Selling
Proposition
3. Don’t forget your keywords
4. Include A Call to Action
5. Stand Out from your Competitors
6. Get Right To the Point
7. Ad Formatting is Important
8. Display URL is a part of your Ad
Copy
9. Test…Test & Test
5
50. ARE YOU LANDING PAGES THE
BEST ANSWER FOR THEIR QUERIES
Query Clicks Landing
Call to
Action
13
51. KEEP IT SIMPLE
‣ One page
‣ One purpose
‣ One ‘cluster’ of words
‣ One best answer*
Credit: @Aschottmuller
14
52. GOOD CONTENT CONVERTS
‘Content is the single easiest and potent
factor to test and improve in most
conversion optimisation campaigns’
‣ Brian Massey, The Conversion Scientist
15
57. REDUCE LANDING PAGE BOUNCE
RATE DUE TO MISALIGNMENT
20
Article Worth Reading
58. ARE THEY READY
TO BUY?
Users give you hints
based on the
query use
Source
21
59. HOW TO MAKE A LANDING PAGE THAT
CONVERTS
‣ C = Clear Call to Action
‣ O = Offer
‣ N = Narrow Focus
‣ V = VIA: Very Important Attributes
‣ E = Effective Headline
‣ R = Resolution-Savvy Layout
‣ T = Tidy Visuals
‣ S = Social Proof
22
70. Frederic Chanut
Managing Director, In Marketing We Trust
e. frederic@inmarketingwetrust.com.au
www.inmarketingwetrust.com.au
Connect with us
33
Keep
in touch if you
want feedback
on your own
strategy
71. WORDPRESS SEO
TIPS AND TRICKS
Chris Burgess
@chrisburgess
Co-founder at Clickify and
Editor at SitePoint Technology
74. A lot of WordPress Themes
will offer SEO features
Avoid using these features, Themes
are for look and feel. Lean, lightweight
themes are best. Plugins are what
should be used for extra functionality.
75. Keep your site lean and mean
While plugins are great, don’t just
install for the sake of it! Only install
what’s critical. Regularly clean up and
deactivate any you don’t use to help
with performance.
77. Headings
<h1>’s and <h2>’s are often not used correctly, or as
well as they could – do this stuff right and it will help!
<h1>Heading 1 = Main Heading</h1>
<h2>Heading 2 = Sub Heading </h2>
<h3>Heading 3 = Sub Heading</h3>
<h2>Heading 2 = Sub Heading </h2>
80. Utilise Category Pages
Using Yoast and WordPress category settings
https://codex.wordpress.org/Category_Templates
If category description is not supported by your theme you might need to
include the following to display the text at the top of your category template
(usually category.php or archive.php)
<?php echo category_description( $category_id ); ?>
84. WordPress SEO by Yoast
All In One SEO is also very popular, but we’ll
be talking about WordPress SEO by Yoast.
However, many of the same principles apply if
you prefer a different plugin.
90. Screen Options
Select ‘Screen Options’ to drop down options panel to
view Yoast SEO fields next to your posts and pages
91. Yoast SEO Quick Edit Fields
Quick Edit before installing the plugin
https://wordpress.org/plugins/quick-edit-fields-for-yoast-seo/
92. Yoast SEO Quick Edit Fields
After installing the plugin you can see the additional
Yoast Settings now in Quick Edit
https://wordpress.org/plugins/quick-edit-fields-for-yoast-seo/
94. Even though Yoast can manage
the majority of SEO-related
functionality, there a few more
plugins that come in handy…
95. The Right Tool for the Job
Don’t use WordPress for everything
96. Link Checking Plugins
These plugins can consume a lot of resources, they
are often banned from high-end hosts.
Use Xenu, Integrity, Screaming Frog, Botify, Deep
Crawler or Google Search Console
97. Autolinking Plugins
They can create horrible, unnatural content.
Linking is important, so control your internal and
external links to help strengthen your content and
improve user experience.
98. Less is more
Poorly written plugins can cause
performance, maintenance and
security issues. Choose wisely!
99. Other Plugins
There are a range of other plugins
that do help with SEO and I’ll cover
some popular ones now.
✔
100. P3 - Plugin Performance Profiler
Data on plugin performance
https://wordpress.org/plugins/p3-profiler/
118. Schema
“Schema.org is a collaborative, community
activity with a mission to create, maintain,
and promote schemas for structured data
on the Internet, on web pages, in email
messages, and beyond.”
http://schema.org
119. Here are some examples…
Review Schema
Recipe Schema