- Most common on-site SEO pitfalls of Magento websites - UX and usability best practices - Links, what is good and what is bad - Other marketing channels to increase targeted traffic

1. SEO for Magento and best
tactics to increase sales for
your Magento store
March 27th, 2014 – online marketing session for Magento business owners

2. About Promodo

3. About Mirasvit

4. Speaker
Alla Danyliuk
Mirasvit
Director of Marketing at Mirasvit
Magento Extensions. Loves the worlds
of marketing, ecommerce and
technology. A devotee of Facebook,
Google Plus and all things social media.
She has a background in web strategy
development and will always be an SEO
at heart.

5. Speaker
Anna Korolekh
Promodo
Marketing manager and, in past, an
SEO consultant at Promodo. As an SEO
consultant Anna has worked with large
sites of the following niche:
gambling, dating, travel, ecommerce.
Anna is a certified Google Analytics
individual and a regular contributor to
Promodo and external blogs, also a
regular speaker at the webinars.
Currently Anna manages and oversees
all marketing activities of Promodo in
the English-speaking markets:
SEM, SEO, social media, content
marketing, email marketing, events.

6. UX and Usability
best practices
March 27, 2014

7. The main points of the topic
Getting familiar with usability and goals
Main principles of a website usability

8. Getting familiar with usability and
goals

9. Usability is a quality attribute that assesses how easy
user interfaces are to use.
Usability is a combination of factors on the way to
reach a certain goal you have. Usable websites offer
great user experiences, and great user experiences
lead to happy customers.

10. Usability is all about making things
easier to use.
Less thinking
Less actions
Less frustration.
A website should do all the work and present
visitors only with the things they are looking
for.
Usability is a combination of factors. Usable
websites offer great user experiences, and
great user experiences lead to
happycustomers.
Usability Goals

11. Conversions

12. Traffic

13. Website must be:
Your web site content should be original and fulfill a need
and it must be easy to use. Must deliver a real value to
customers.
Useful and Usable and Valuable
Desirable
A quest for efficiency must be
tempered by an appreciation
for the power and value of
brand, image, identity and
other of emotional design
elements that are used to evoke emotion and appreciation.

14. Findable
Content needs to be navigable and
Locatable onsite and offsite.
Strive to design navigable web site
and locatable objects.
Navigative
Once people generally know who you are and what you
do, they need clear paths to the content that interests them.

15. Credible
Users must trust and believe what you tell them.
You should understand the design elements that influence
whether users trust and believe what you tell them.

16. Main principles of a website usability

17. Most Common Mistakes in E-Commerce Websites
No explanation of why a visitor should become a loyal customer of this web store.
USPs are absent.
No explanation of why a visitor should become
a loyal customer of this web store. USPs absence.
The registration requirement when ordering

18. Good Bad
Most Common Mistakes

19. The information about delivery
and payment methods is absent.
An information about the additional
cost and delivery becomes available
on a later stage.
A huge choice of available products and no suggestions
on help.

20. Most Common Mistakes
Confusing Checkout Process. Make it as easy as possible for
your customers to hand over their credit card information and
complete their order.
Hiding Contact Information. Offer your potential customers
multiple ways to connect to you.

21. Slow Loading Website. E-commerce
sites with large images and many products
should beware of slow loading pages
An Inadequate Site Search Engine. Being able to search a
site is a fundamental component of the visitor’s experience.
Poor Customer Service. You need to make it easy for visitors
to get in touch with you if they have a problem or question.
Most Common Mistakes

22. Recap
Usability is all about making
things easier to use.
LESS THINKING LESS ACTIONS
LESS FRUSTRATION
A website should do all the work
and present visitors only with the
things they are looking for.

23. Most common
on-site SEO pitfalls
of Magento
websites

24. The main points of the topic
On site SEO pillars
Most common SEO pitfalls

25. On site SEO pillars

26. Elements
1. Indexation
2. Optimizing Micro-data
3. Information architecture
4. Page Titles
5. Meta-Description
6. Headers
7. Content + Images
8. Site Speed and Performance
On site SEO pillars
PILLAR #1:
TECHNICAL SEO

27. On site SEO pillars
PILLAR #2:
USER EXPERIENCE Creating an intuitive and
accessible website with users
in mind makes it easy for
visitors to navigate, retrieve
content and stay longer on
your website.

28. On site SEO pillars
PILLAR #3:
CONTENT MARKETING Think about how you can offer
complementary content both
on and off site to help increase
sales.

29. Most common SEO pitfalls

30. On site SEO pillars
PILLAR #4:
SOCIAL MEDIA
People spend more and more
time on social media, whether
it's Google plus, Facebook,
Twitter, Pinterest or other, and
this is where we increasingly
discover and engage Brands.

31. 4 SEO pitfalls to avoid.
PITFALL #1:
Not using Meta Description
Tags and Meta Keyword tags

32. PITFALL #1
• Make the Meta description tag approximately 160 characters;
• Make sure to include 3-4 of the top keywords for the page in the Meta
description tag;
• Put the main keyword in the beginning of the Meta description tag;
• Meta keyword tags will only be ranked if the phrase actually appears
somewhere on the page;
• For Meta keyword tags, give preference to the key phrases instead of
keywords;
• Also, make use of alt description tags for images.
• Use strong call to actions
• Add ratings and reviews

33. 4 SEO pitfalls to avoid.
PITFALL #2:
DUPLICATE CONTENT This will largely affect
your ranking with traffic
losses and the search
engines provide less
relevant results.

34. 4 SEO pitfalls to avoid.
PITFALL #3:
SIMPLY LONG URLS
The longer the URL, the
less likely it will be indexed
by the search engines.

35. 4 SEO pitfalls to avoid.
PITFALL #4:
MISMATCHED TITLES
Put relevant titles on each
page of your site and
ensure that the title
reflected the content
because search engines
treat the headings of
webpages.

36. Ways to optimize Magento
Store
TO HIRE A PROFESSIONAL DEVELOPER
TO DO ALL BY YOURSELF
TO INSTALL AN ADDITIONAL MAGENTO EXTENSION

37. Features that can make the
life of your store easier.

38. Optimization for key phrases

39. URL optimization

40. Frontend Site map optimization

41. Google Sitemap optimization

42. Google Rich Snippets and
Opengraph support

43. Pure Backlink Evil

44. Definite 100% evil in link building:
• Automated link building

45. Definite 100% evil in link building:
• Automated link building
• Link farms

46. Definite 100% evil in link building:
• Automated link building
• Link farms
• Comment spam

47. Definite 100% evil in link building:
• Automated link building
• Link farms
• Comment spam
• Aggressive anchor texts

48. Definite 100% evil in link building:
• Automated link building
• Link farms
• Comment spam
• Aggressive anchor texts
• Sitewide (especially footer) links

49. Definite 100% evil in link building:
• Automated link building
• Link farms
• Comment spam
• Aggressive anchor texts
• Sitewide (especially footer) links
• Unevenly distributed link mass

50. So how do we earn links now?

51. Link earning in 2014:
• Vary your link sources, don’t risk!
• HARO/ResponseSource ($35/mo)
• Get your products/site reviewed
• Guest blogging – avoiding “guest author”
labels
• Partnerships (related, but not
competing, complementing products)

52. Link earning in 2014:
• Content marketing
(infographics, interviews, podcasts, roun
d-ups) + internal linking
• Forums (monitoring, listening and then
entering into the conversation)

53. Other sources of traffic:

54. Facebook:
• Use sponsored stories rather than simple right-
side ads
• Target friends of your fans
• Look for opportunities in Facebook Graph
search
• Use Custom Audiences
• Use Lookalike Audiences

55. Youtube:
• Create sitemaps for all your videos
• Use Schema mark-up for videos on
the site side
• Optimize your Youtube channel –
use full video descriptions and titles
with long-tail keywords
• Use relevant tags
• Interlink your videos
• Customize the cover
• Promote your channel with links

56. 21.3.1121.3.11
Comparison shopping engines:
• 65 % of online shoppers spend 15 +
minutes studying products and prices
• Visitors who came from CSE shop
twice as often (=conversion*2);
• Average conversion rate of traffic from
CSEs is 2,56%;
• $ 3,7 is an average ROI on every
dollar
• Free:
DealOz.com, TheFind, PriceRunner
• Paid: Google Product Listing
Ads, Pricegrabber, Nextag, Shopping.c
om

57. 21.3.1121.3.11
Email marketing:
• Communicate with each customer
directly and personally
• Remind your leads base of your brand,
keep them informed on all the news and
updates
• Wake your “dormant” clients up, cross-
sell and upsell

58. 21.3.1121.3.11
Remarketing

59. 21.3.1121.3.11
Case study

60. Free online marketing audit
We would like to invite all you to take a free 20-30 minutes
personalised webinar for a quick audit of your website and
marketing campaigns by Google certified experts.
- Quick usability audit of the existing site;
- Quick SEO audit and review of existing analytics;
- Audit of PPC campaigns;
- Technical audit;
- Best practices of conversion rate optimization;
- General online marketing strategy insights.
Free online marketing audit

61. Special offer from Mirasvit

62. Thank you for your attention!
Anna Korolekh
Marketing manager
at Promodo
e-mail: a.moseva@promodo.com
Skype: ann.moseva
Alla Danyliuk
Director of Marketing
at Mirasvit Magento Extensions
e-mail: alla.danyliuk@mirasvit.com
Skype: alla.marcom

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