This document discusses product SEO and why it can fail. It covers keyword research, essential on-page SEO elements like meta tags and schema markup, and what to do when organic search isn't working, such as tapping into industry standards, joining communities, and using specialized search engines for engineers. The last section emphasizes monitoring rankings, providing resources, auditing code, usability, and continuous improvement.

1. PRODUCT SEO AND WHY IT CAN FAIL
LINDA GROENDYKE, PRESIDENT AND FOUNDER
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2. WHAT’S COMING
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 Introduction and Basics
 Keyword Research
 Essential SEO Elements
 When this doesn’t work and what to do

3. INTRODUCTION AND BASICS
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4. HOW MANY SEARCHES EACH MONTH IN THE UNITED STATES?
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17 Billion

5. POWER OF SEARCH ENGINES
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6. HOW TO ATTRACT SEARCH ENGINE AUDIENCE
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Search Engine Marketing
(SEM) helps increase visibility
in Search Engine Results
Pages (SERPs)
Two Methods:
 Organic Search
 Paid Search

7. ORGANIC SEARCH (SEO) V. PAID SEARCH (PPC)
Organic Results
90% of Clicks
Paid Ad
10% of Clicks
The image a Search Engine Results
page or SERP. This page has
several components.
In Orange are the Paid Search
results. These are listing companies
pay to have shown. These ads are
set up to match selected
Keywords.
In Blue are the Organic Search
results. These are pages that
Google has determined match the
About 50% of
search queries
have no ads at all

8. CORPORATE INFORMATION RESULT PAGE
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Corporate
Profile
Social
Accounts
Recent News
Stories

9. CORPORATE INFORMATION RESULT PAGE
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Corporate
Profile
Social
Accounts
Recent News
Stories

10. PRODUCT RESULTS PAGE
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Paid
Shopping
Results

11. SEARCH ENGINE SPIDERS
Crawl through your website content and rank you on quality and connections

12. SEARCH ENGINE INDEXING

13. Title Tag: is the title of the web page shown for the results. This information is
stored in the web code in <title> tags.
Meta Description: is the phrase or words that describe the page. This
information is stored in the web code in <meta description> tags.
Page URL: is exact URL for the page – generally matches structure in CMS, but
can generally be overwritten.
SEARCH ENGINE RESULTS ELEMENTS
Title Tag
Page URL
Meta
Description

14. URL Hierarchy
Title Tag
Meta Description
CMS FIELDS FOR SEO

15. URL Hierarchy
Title Tag
Meta Description
CMS FIELDS FOR SEO

16. KEYWORD RESEARCH
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17. WHAT KEYWORDS SHOULD YOU USE?
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18. HOW TO FIND THE RIGHT KEYWORDS
1. Look at What Your
Competitors are Doing
2. Research the Market with
Google Search
3. Ask – Is it worth the
effort?
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19. LOOK AT YOUR COMPETITORS
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20. FINDING THE RIGHT KEYWORDS
Keyword Research Tools
 Google Keyword tool (need active account),
 SEMRush
 Raven SEO Tools
 SpyFu
 Moz
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21. DON’T ASSUME YOU OWN THE WORD OR ACRONYM
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22. LOOKING FOR ATP
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23. FINDING THE RIGHT KEYWORDS
Keyword Research Tools
 Google Keyword tool (need active account),
 SEMRush
 Raven SEO Tools
 SpyFu
 Moz
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24. FINDING HOSE PRODUCTS
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25. REFINE WITH MODIFIERS
Industrial Hose Braided Hose
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26. GOOGLE KEYWORD TIPS
 Deselect Broad and Phrase
Match
 Check Only Show Ideas Closely
Related
 Cover Terms and Acronyms
 Pair terms with other meanings
with appropriate modifiers
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27. ESSENTIAL SEO ELEMENTS
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28. 28

29. META INFORMATION
 Meta Title
 Meta Description
 Product H1
 Image Alt Tag
 Image NameText
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30. KEY META ELEMENTS
Title Tag
Page URL
Meta
Description

31. WHERE ARE THEY ON THE PAGE?

32. META ELEMENTS
H1

33. IMAGE META ELEMENTS
Image NameImage Alt Text

34. ALT TEXT IN THE CODE
34Image Alt
Text

35. TAGGING YOUR PRODUCT INFORMATION
 Organizational Information
 Brief Descriptions
 Product Details
 Price Information
 Auxiliary Information Downloads
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36. USING SCHEMA.ORG TAGGING - ORGANIZATION
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https://schema.org/Organization

37. USING SCHEMA.ORG TAGGING - PRODUCTS
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38. TOOLS FOR SCHEMA HELP
 Google's Structured Data Markup Helper
This tool will help you create basic Schema markup for several use cases.
 MozBar
Double-check your structured data markup and redirects with this toolbar
from Moz.
 Structured Data Testing Tool – Google
Use this tool to test whether your rich snippets are properly configured.
 Schema.org
Use this website to find information on schema standards.
 SEO Chat Schema Generator
Uses simple form to generate Schema Code
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39. GENERATE YOUR CODE
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http://tools.seochat.com/tools/product-schema-generator/

40. KEEP IN MIND
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41. DON’T BE BULLIED BY THE BOTS!

42. REMEMBER WHO CONSUMES YOUR CONTENT

43. WHEN THIS DOESN’T WORK AND WHAT TO DO
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44. SEARCH HABITS OF ENGINEERS AND TECHNICAL USERS
“Previous work has repeatedly found that engineers’ primary source of
information is their colleagues within the organization and that the major
reason for this is that colleagues are easily accessible.”
The Information-Seeking Habits of Engineering Faculty
crl.acrl.org/content/72/6/548.abstract
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45. SEARCH HABITS OF ENGINEERS AND TECHNICAL USERS
“A consistent theme among the studies of information-seeking
behaviors of engineers as practitioners is that they rely on their own
knowledge base, interpersonal communication with colleagues, or
information from within their own organization.”
The Information-Seeking Habits of Engineering Faculty
crl.acrl.org/content/72/6/548.abstract
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46. TAPPING INTO INDUSTRY STANDARDS
 ANSI
 API
 ASM
 ASTM
 IEEE
 ISO
 NIST
 SAE
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47. JOIN INDUSTRY COMMUNITIES
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48. EXPLORING ENGINEERING AND SCIENTIFIC SEARCH ENGINES
 Circuit scout
 Datasheets
 Google Scholar
 National Institute for Standards and Technology
 Scirus
 Tech Street
 Athenus.com
 OAJSE.com
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49. WHEN THEY LOOK MAKE SURE YOUR READY
 Monitoring Search Rankings
 Provide Valuable Product
Resources
 Audit Website Code
 Develop Easy to Use Site
 Always Be Improving
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50. THANK YOU AND QUESTIONS
LINDA@DIGITALINSIGHTLABS.COM
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