How to Increase Sales with SEO

How to increase sales with SEO?

Anna Korolekh,
Webinar
SEO analyst

© 2012 Promodo www.promodo.com United Kingdom United States
contact@promodo.com +44 0203 1376 681 +1 347 809-34-86

Strategic marketing differences for small
businesses

Low budgets

Cannot afford waiting

Cannot afford investing in risky advertising
methods or the ones with low ROI


Target audience definition, competition
awareness

“All the people interested in
our services!”
“Health and
“Teenagers!
beauty niche!”

consider the client base that you already
have carefully

make polls and surveys on your site (use free tools
like http://www.websitegoodies.com/tools/polls.php
and others)

© 2012 Promodo www.promodo.com United Kingdom United States+1 347 809-
contact@promodo.com +44 0203 1376 681 34-86

How do you beat the “big guys”?

The more specific you get – the less competition you have

Look at the competition in your niche and try to spot the things and
opportunities your competitors are missing

Do not say we will deliver anything anywhere, say we will deliver
exactly what you are looking for exactly where you want it to
be, cause that is what we are particularly good at!


What do you do about the audience you have
defined? How do you target exactly them?

Pay attention to your domain name (ccTLDs)

Set geographic targeting in Google Webmaster Tools

Create content crucial for your target audience, interact with your
visitors


Technical tips and tricks
Host your site in the country of your target audience

Use cached versions of pages, where appropriate

Compress the images on your site, try to keep the size of full images 100kb
maximum and the size of small images or thumbnails not more than 2kb.
/http://www.gimp.org
Use as little components of the page as you can manage

Put your scripts and CSS sheets into a separate external file instead of inlining
them into the page itself

Monitor your loading speed (Webmaster
Tools, http://mon.itor.us)


Site URLs

One more thing that should be configured on the site’s engine side is the URLs

site.com/tyu12345/po098798?nm700

site.com/shoes/women/flip-flops.htmll


Titles and Descriptions
Make sure your titles give a clear idea of what the page is about:

Use your keywords in the title, but never stuff more then two repetitions of one
and the same word:

Put the most important key phrase at the beginning and close
the title with your brand:.


More on Titles…
Make sure all of your landing pages have unique titles, as I am sure you don’t
want to lose them in supplementary results:


And More …
There are some special characters that can be used in the title tags and which
Google will pick up and display in the SERPs:
HTML View
& & &
© © ©
® ® ®
™ ™ ™
• • •
§ § §
— — —
¤ ¤ ¤
£ £ £
€ € €
° ° °
» » »
¼ ¼ ¼
& & &


Description Tag
Optimizing the description tag make sure it has a clear call to action in it. Use
your best prices, bonuses, discounts, your contact information in it, anything
that can catch a user’s eye:

Use microformats for addresses, products, recipes, people, reviews, events, music
anything you have on your site that can be micro formatted to form rich snippets in
Google SERPs.
Remember that rich snippets have much higher CTR than ordinary results do.

© 2012 Promodo www.promodo.com
www.promodo.com United Kingdom United States
contact@promodo.com
contact@promodo.co +44 0203 1376 681 +1 347 809-34-86
m

Rich Snippets and Microformats

Microformats - simple entities used on web pages to describe a specific type of
information — a review, an event, a product, a business, or a person.
Each entity has its own properties (name, address, job title, company etc.).

http://microformats.org/tag/google

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=146897

And of course keep in mind that for traditional title and description Google will
only show in its SERPs - 65 characters for the title and 150 for
description, +/- 2 characters

© 2012 Promodo www.promodo.com
www.promodo.com United Kingdom United States
contact@promodo.com
contact@promodo.co +44 0203 1376 681 +1 347 809-34-86
m

Do not forget about traditional SEO!
Traditional and universal SEO tactics are a must!
Create and submit sitemaps
Block all the service and duplicate pages in robots.txt file
Optimize pages content with <h1>, < h2>, <strong> tags
Use smart internal linking, no follow the links to service pages and
accessory, unimportant pages.
Pay attention to the way you link to your site either from your own website or
from other resources. Always link in a canonical way!
At keyword research stage do not forget about the choices you’ve
made defining your target audience and the fact that you do not have to
compete with the big guys in your reach.

Develop a good list of long tail keywords.
Go for the words which show the user intent clearly and do not
confuse them.
Add geographical modificators to your key phrases.


Google Local and Google Shopping Search

Google Local Business
(www.google.com/placesforbusiness)

Google Shopping Search
(www.google.com/merchants)


Some Tips on Optimizing for Local Search
About 80% of people perform local searches!

Fill in as detailed information in your Google Local Business account as possible.

Make sure that your landing pages all mention your address.

Use microformats for company addresses on all the landing pages.

Monitor your reviews on Google Maps.

Make use of new opportunity Google has recently offered, post photos of your
restaurant, hotel or shop or any establishment on Google maps with Google Street View
and create 3D tours.

Submit your site and your business for review to big and
authoritative resources of your niche.


Some Tips on Optimizing for Shopping Search .
Only 6-7% of searchers use Google Shopping search, but those 6-7% are 100% buyers
+ best shopping search results pop up in the top 20 of the universal search results!

Make sure that your site is in the language of the country you are targeting and has the
prices in the official currency of that country.
Use keywords in your product Title and Description, but not more than twice.

Add unique UPC codes or Manufacturer Part Numbers to all of your products.

Add user reviews and shipping costs.
Products that have Google checkout payment method available have a certain benefit in
Google Shopping Search.
Update you product feed regularly (1-2 per month).
Use microformats for your products.

Make sure you have high quality images and thumbnails of your products.


Track, Monitor and Analyze!


Takeaways
SEO is a perfect tool for small businesses promotion

Plan your SEO campaign carefully, monitor and spy on your
successful competitors
Spare no effort on keyword research as it is the foundation of
your future success
Examine your landing pages and optimize them both for
search engines and real visitors
Pay attention to the content — the text of the title and
body needs optimization first of all
Treat link building seriously, be patient and get
great results in the long run
Follow the latest trends in SEO, optimize for
alternative ways of searches
Track, monitor and analyze your performance
regularly

21.3.11 contact@promodo.com +44 0203 1376 681 +1 347 809-34-86

Thank you for your attention!

Anna Moseva
Promodo

a.moseva@promodo.com
www.promodo.com


How to Increase Sales with SEO

Recomendados

Recomendados

Más contenido relacionado

Más de Promodo

Más de Promodo (20)

How to Increase Sales with SEO