SEO technical and editorial factors hindering ecommerce website rankings.

1. Session
Title
Presenter’s
Name

2. @marketingland
SEO Success That's Built To Last
Speaker: Paul J Bruemmer
Managing Partner, PB Communications LLC
Enterprise SEO for Store Locators
Industry Columnist & Speaker
Educational Curriculum Development
Phone: 619-517-5127
Email: pbruemmer@pbcommunicationsllc.com

3. @marketingland
Increased Organic Search channel revenue 100-150% year-over-year
Built client Organic Search revenues from under $50 million to $250 million annually
Increased website sales in Organic Search revenue 10X, $35,000/day to $350,000/day
Provided a 600:1 revenue-to-spend ROI for client 10X growth
Improved return on Organic Search costs with $75:1 revenue to spend ratio
Created new revenue streams for Interactive Agencies
Advance Auto Parts - AT & T WorldNet - Bell South - Dockers/Levi Strauss – GMGoodwrench – HBO
Herbalife International – Intuit - IRS.com – LexisNexis - McGraw-Hill Bookstore - Medseek - Mercedes Benz
Metropolitan Life - Nescafé's Big Break – Novartis - Office.com - Overstock.com - Prentice-Hall Publishing
Price Waterhouse LLC - Purdue University - RadioShack/Tandy - Samsung Corporation - Sony Music (Epic)
St. Ives Laboratories - United Media – ValueClick - Warner Brothers – WorldAtlas.com

4. @marketingland
DUPLICATE TITLE TAGS: Search engines use the title of a page to
help decide what the page is about, so an easy way to improve your
SEO is to make sure all of your important pages have unique
and descriptive titles.
1,388 pages share 99 titles

5. @marketingland
MISSING TITLE TAGS: Make sure that the important pages on your
site have a unique title that reflects the content of that page.
2 pages have missing titles
LONG TITLE TAGS: Make sure that the important pages on your
site have titles that are 65 (or fewer) characters long.
100 pages have long titles

6. @marketingland
MULTIPLE TITLE TAGS: Search engines use the title of a page to
help decide what the page is about, so an easy way to improve your
SEO is to make sure all of your important pages have unique
and descriptive titles.
10 pages have multiple titles

7. @marketingland
HOSTNAME: Many websites allow for users to visit them through
both http://domain.com and http://www.domain.com. Most search
engines treat these as separate hosts, so it is important to have
one redirect to the other or you risk splitting your Page Rank
across the two versions of your site.
Both resolve to one

8. @marketingland
REACHABILITY: A well structured, well linked site makes it easy for
your visitors and for search engine crawlers to find what they are
looking for. Deeply nested pages or, worse, those with no links at all
may be evaluated as unimportant by search engines.
104 pages hard to find

9. @marketingland
ANCHOR TEXT: Search engines use anchor text to help decide
what the page linked to is about. So every link on your site should
have descriptive, keyword rich anchor text that describes the
destination page.
9,097 pages need quality anchor text

10. @marketingland
BROKEN LINKS: A broken link on your website undermines the
user experience, wastes the resources of search engine crawlers,
and can affect your placement in search engines.
630 pages with broken links

11. @marketingland
DEAD END PAGES: Dead end pages — pages with no links on
them — require a visitor to click the back button in order to stay on
your website. You should make it as easy as possible for visitors to
stay on your site.
No dead end pages found
REDIRECTS: Redirecting too many of your sites pages to other
pages wastes crawler resources and may result in a smaller number
of pages being crawled.
No pages were temporary redirected

12. @marketingland
PAGE NOT FOUND: A good 'Page Not Found' error page lets your
visitors know that the page does not exist, navigates them back into
your site, and helps them find what they were looking for. A good
error page also lets search engine crawlers know that the page does
not exist so they can avoid indexing it's content and potentially
sending traffic to a non-existent page.
We looked for a page that does not exist, such as www.domain.com/asdfg. This page returned a
403 code and had 0 links back to your site.

13. @marketingland
LONG URLs: Most search engines display URLs in search results.
If an URL is too long, people doing searches will see a truncated
version and you might miss an opportunity to get them to click. In
addition, shorter URLs are easier for users to share on social
services such as Twitter and Facebook. No long URLs found
SERVER ERRORS: Server errors indicate major problems with the
content of your site.
0 pages returned server errors

14. @marketingland
DUPLICATE CONTENT: Duplicate content across different URLs on
your website leads to poor placement in search results.
Search engine crawlers follow links, capture content, and attempt to
index all known URLs on your site. When multiple URLs serve the
same page, search engines waste resources collecting and
processing identical content. They may also penalize placement
of your pages in search results. Common types of duplicate pages
are printable or text-only versions of the main page, or redirects to
login pages intended for your site's visitors that also return a "You
must log in" page to crawlers. 7 pages have duplicate content

15. @marketingland
DUPLICATE CONTENT: Duplicate content across different URLs on
your website leads to poor placement in search results.

16. @marketingland
DUPLICATE CONTENT: Duplicate content across different URLs on
your website leads to poor placement in search results.

17. @marketingland
DUPLICATE META DESCRIPTIONS: Duplicate meta descriptions
for multiple URLs on your website can reduce traffic from search
engines. Give each page of your website a meta description reflects
the content of that page.
4,007 pages share meta descriptions

18. @marketingland
TOO MANY LINKS: Putting too many links on a given page may
negatively impact how search engines assess the quality of the
page, and can make your site harder to navigate.

19. @marketingland
ROBOTS.TXT: A robots.txt file can be used to restrict access by
crawlers to your entire website or to areas of your website. Properly
used, the robots.txt file prevents search engines from indexing
contact forms, duplicate content, and other pages of your site
that shouldn't be indexed. However, a mis-configured robots.txt file
can prevent search engines from indexing valuable content.
No major crawlers blocked

20. @marketingland
Session IDs: Search engine crawlers may have trouble
understanding session ID parameters in URLs. As a result, sites
which use session ID URL parameters may suffer from a lower
ranking in search results.
Insecure Forms: Forms on your website used for logins or sensitive
information should be accessed through a secure connection (https).
Visitors submitting unsecured forms on your website may have their
emails, passwords, and other sensitive information intercepted by
others.

21. @marketingland
INSECURE META INFORMATION: Insecure meta tags on your
website provide information about your website's underlying
software. This information could aid malicious users in compromising
or disrupting your website.
LINKS FROM TOP SITES: At the time of this report, your site had
links from 1,059 of the top 100,000 sites. Compared to sites of
similar rank, yours is in the 93rd percentile with respect to the
number of inbound links from popular sites. This will likely help your
search engine placement significantly.

22. @marketingland
SEARCH ENGINE MARKETING: The table below shows queries
that provide opportunities for domain.com to advertise through
Search Engine Marketing (SEM) to get more traffic. They are
popular queries that are relevant to the site, and have low
competition in search engine marketing. Try Using Moz and Google Keyword Tool

23. @marketingland
INBOUND LINKS: Search engines include the link structure among
their criteria for determining which pages on your site are most
important.

24. @marketingland
LOW WORD COUNT: Pages with little or no text content often
receive poor placement in search results.
4,679 pages have little or no text content

25. @marketingland
IMAGE DESCRIPTIONS: Including descriptions for the images on
your pages can assist search engines with indexing your site's non-
text content.
8,679 pages have images with missing alt attributes

26. @marketingland
SPEED ANALYSIS: The speed at which your web pages load
affect the user experience, conversion rates, and the number of
pages that search engine crawlers will download from your site.
Google has also announced that they use page load speeds in their
ranking algorithms.

27. @marketingland
WEB ANALYTICS: A web analytics solution can tell you exactly how
people are interacting with your site and help you increase your
conversions and ROI. It is important, however, to make sure that
every page on your site contains an analytics tag. If you do not
currently track your traffic using a web analytics solution, you should.
105 pages missing analytics tags

28. @marketingland
SOCIAL SHARING: Page rank is based on the historic link structure
of the web, and so search engines are turning to links shared
socially to help decide if something is relevant. It is a good idea
to make your pages as easy to share as possible on services such
as Facebook and Twitter.
9,045 pages missing Google Plus tags

29. @marketingland
Everyone is doing SEO – it’s a crowded space

30. @marketingland
SEO has changed – you must make good decisions

31. @marketingland
If you want to have fun and live to talk about it…you’ve
got to do the work, you’re going to need the next 10 slides

32. @marketingland
THE NEW META DATA
Vocabularies and Syntax for Structured Data
Sending detailed information about the meaning of your page content go to search engines
and other data consumers in a way that can be easily processed by computers.
Source: http://tinyurl.com/9be6hwx
Vocabularies Syntax
These are two, there are many more These are the most popular
microdata
Semantic Markup

33. @marketingland

34. @marketingland
Reviews- item reviewed,
review body, review rating

35. @marketingland
Aggregate Ratings-
item reviewed, rating
count, review count

36. @marketingland
Web pages -
breadcrumbs, is part of,
last reviewed (date),
main content of page,
primary image of page,
related link (to other
related webpages),
reviewed by, significant
link (internal linking),
specialty (category).

37. @marketingland
Products- aggregate
rating (review stars),
brand, color, GTIN
(global trade item
number), item specific
(height, width, weight),
accessory, consumable,
is related to (point to
different product
related), item condition,
logo, manufacturer,
model, MPN
(manufacturer part
number), product ID
(ISDN), release date,
review, SKU.

38. @marketingland
Product Offers- accepted
payment method, add-on
offer, advanced booking
requirements, availability,
start/end of availablity,
available at/from (store
locations), available delivery
method, business function,
category (mapping), delivery
lead time, eligible customer
type, eligible duration,
eligible quantity, eligible
region, eligible transaction
volume, 3 GTIN, inventory
level, item condition, item
offered, MPN (manufacturer
part number), price, price
currrency, price
specification, price valid
until, review, seller, serial
number, SKU, valid from,
valid through, warranty.

39. @marketingland
Organization –
address, aggregate
rating, brand, contact
point, DUNS, email,
employee, event, fax
number, founder,
founding date, global
location number, has
POS, interaction count
(Likes and Tweets),
ISICV4, legal name,
location, logo, makes
offer, member, NAICS,
owns (ownership info),
review, seeks, tax ID,
telephone, VAT ID.

40. @marketingland
Local Business –
branch of, currencies
accepted, opening
hours, payments
accepted, price range.

41. @marketingland
Place – address,
aggregate rating,
contained in, event, fax
number, GEO, global
location number,
interaction count,
ISICV4, logo, map,
opening hours
specification, photo,
review, telephone.

42. @marketingland
http://tinyurl.com/9be6hwx

43. Session
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