My approach to SEO for eCommerce websites. Take aways? Learn what you need, develop a plan, execute it, and adjust as necessary.

1. SEO Planning
for eCommerce
Presented by: Gregg Banse
7th Pixel

2. Search Engine Optimization
The adjustment of html page entities
and content for the express purpose of
ranking higher on search engines.
Brett Tabke - 2001

3. My Approach to SEO
• It’s like Chinese cooking
• Several key ingredients
• Many variations yield many results
• No one way is correct
• Assess and Adjust as you go

4. The Basic Ingredients
• Theme Pyramid
• Keywords
• Content & Function Outline
• Internal & External Links
• Keyword to Content Map
• Copywriting

5. Theme Pyramid Structure
http://www.webmasterworld.com/forum34/68.htm

6. Ex: RoadRunner Sports
1. Home Page
2. Men’s Shoes, Women’s Shoes
3. Road Running, Trail Running, Tennis…
4. Nike, Brooks, New Balance, Asics…
5. New Balance 1260

7. Level 1
Home Page

8. Level 2
Men’s Shoes

9. Level 5
Product Page

10. Notes
• Home Page has little SEO value – it
will take care of itself
– Make a good impression to your buyer
– Provide spider food (deep links)
• Levels 2 – 4
– Accommodate multiple click paths
– May actually be filtered results

11. Keywords
• Keyword tools (including PPC)
• Existing stats
• Trade mags, discussion boards, meet
ups, social media, etc.
• Gather, distill, & vet for quality

12. Content & Function Outline
• Identify all the parts and pieces
• Explain what they’re for and how
they function
• If there are rules – explain them
• Be mindful of the pyramid, link
opportunities, and user experience

13. Content &
Function

14. Internal & External Links
• Develop a strategy/recipe for internal
links.
• Make the links useful and natural
• External links from on-topic or
tangential topics are the best.
• Ex. Manufacturer or trade magazine
• Spreadsheets are very helpful

15. Example
Category
Level
Internal Link
Strategy

16. Example
Product
Level
Internal Link
Strategy

17. Keyword to Content Maps
• Page Title
• URL
• Content Description
• Meta Title, Meta KW, Meta Desc
• Hyperlink KWs

19. Copywriting
• Use the Keyword to Content Map
• Use the Content & Function Outline
• Add hyperlinks
• Develop a consistent personality

21. Example
Product
Copywriting

22. Summary
1. There are no rules – only guidelines
2. Develop something that works for you
3. Easy to understand
4. Easy to use
5. Measurable

23. Thank you.