– In this video, I'm gonna show you how to get more traffic to your ecommerce site.
Specifically, you're gonnasee the four most influential ranking factors that go into ranking your online store to the top of Google.
These are the same rankingfactors that one of my students recently used to dramatically increase his ecommerce site's organic traffic.
I'm Brian Dean, the founder of Backlinko, the place where marketers turn for high rankings and more traffic.
And if you wanna learn how to quickly get more traffic and customersto your ecommerce site, make sure to watch the rest of this video.
(techno music) A student of mine, Darren Dematas, recently decided to launchhis first ecommerce site, the camping and survivalgear store, TopSpecUS.
Like many ecommerce entrepreneurs, Darren was a new player in asuper-competitive industry.
Most people in hisposition would just create a bunch of product pagesand hope for the best.
Please get traffic, please gettraffic, please get traffic.
But Darren knew that ecommerce SEO would make or break his site's success.
So he focused on the four ranking factors that I'm about to showyou and organic traffic to his most importantproduct and category pages increased across the board,sometimes as much as 259%.
Now that you've seen how well these four ranking factorswork, it's time for me to show you exactly what they are and how you can take advantage of them.
Okay, let's kick things off with ecommerce SEO ranking factornumber one, Domain Authority.
Here's the deal, it's no secret that the quantity and quality of the backlinks pointing to your site isGoogle's top ranking factor.
And, yes, this also appliesto ecommerce websites.
The question is, how can youget someone to link to your site if it's made up of 100%product and category pages? The short answer, you can't.
The fact is, people wanna link to sites that have valuable content.
Without that, you're gonnahave a hell of a time building white hat backlinks.
That's the bad news.
The good news is that even ecommerce sites can publish awesome content.
When you do, you'll build up your site's overall domain authority,which will help your product and category pages rank in Google.
In fact, ecommerce giantslike Amazon very rarely have links pointing directlyto their product pages.
Instead, they rank based ontheir sitewide link authority.
For example, when Darrenfirst launched TopSpecUS, he created a high-value round-up post called Pistol ShootingTips from 20 Sharpshooters.
And because this postattracted quality backlinks, it increased his site's Domain Authority, which boosted the rankings of one of his important category pages,Heavy Duty Bags, by 259%.
The bottom line? Use content marketing to increase your ecommerce site'soverall Domain Authority.
That boost in DomainAuthority will increase the rankings of yourproduct and category pages.
Next up, we have a rankingfactor that's super important, product page optimization.
If you're like most ecommerce site owners, a good chunk of your search engine traffic goes to your product pages.
But more importantly, 100% of your conversionscome from your product pages.
In other words, the more traffic you get to your product pages, themore money you'll make.
The question is, how do you optimize your product pages for SEO? It's simple, use thisfour step action plan.
First, add modifiers to yourproduct page title tags.
Now you obviously wannause your target keyword in your title tag, but don't stop there.
Adding what I callmodifiers to your title tag can help you rank for dozensof long tail searches.
For example, let's saythe target keyword for your product page is noisecancelling headphones.
Instead of making a title tag simply noise cancelling headphonesat Headphones R' Us.
Com, you'd add a word or two thatpeople are likely to use when searching for that keyword.
Here's some common terms that people use when searching for products in Google.
So, your title tag couldbe something like this.
The words best and cheapare title tag modifiers and these terms will helpyou naturally show up for long tail searchesthat contain those words.
Next, you wanna add magnetwords to your title.
I see very few peopleoptimizing their title tags for click through rateand it's a huge mistake.
After all, Google has stated that they use CTR in their algorithm.
And even if they didn't use CTR, it still makes sense to optimize your title tag with CTR in mind.
Why? Because higher CTR means more clicks which means more trafficwhich means more sales.
Fortunately, you can easily boost your CTR by adding these magnet words to your product and category page title tags.
Here's an example of thesemagnet words in action.
Now it's time foron-page tip number three, which is to include atleast 1000 words of content on your most important product pages.
Industry studies havefound that longer content tends to rank better in Google.
And yes, these findings alsoapply to ecommerce sites.
The fact is this, Googlewants to understand what your page is all about and when you provide lotsof content to Google, you help them do just that.
Plus, when you publish longcontent, your customers can help understand what they're about to buy.
So it can increase conversions too.
Now, you're probably not gonna have time to write 1000 words of content for every product page on your site.
That said, I highly recommend writing long product descriptions for your 10 most important product pages.
For example, this Amazon product page for a Kitchen Art mixerboasts 2,109 words.
Now it's time for our lastproduct page optimization tip which is to include your targetkeyword three to five times.
Let me be clear here,this has nothing to do with keyword density or keyword stuffing.
It's simply making sure yourkeyword appears on your page so Google understands whatyour page is all about.
For example, if your targetkeyword was 6 Quart Crockpot, you'd wanna make sure youhave that exact phrase in your product descriptionat least three times.
Now it's time for our third ranking factor which is your website architecture.
Site architecture or howthe pages on your site are organized and arranged, is an important SEOconsideration for any site.
But it's twice as importantfor ecommerce websites.
That's because your averageecommerce site has a lot more pages than your average blogor local pizza shop website.
With that many pages, it's critical that your site architecturemakes it easy for users and search engines to find the most important pages on your site.
The secret, following the golden rule of ecommerce site architecture.
Keep every page three or fewerclicks from your home page.
For example, take a look atthis site's architecture.
What's wrong with this picture? The site's architecture is way too deep.
Most ecommerce sites tendto get the most links and therefore authorityto their home page.
And when you have adeep site architecture, that authority is diluted by the time it reaches your productand category pages.
In this example, it takes six clicks to reach the first product page.
So, what's the solution? Make sure your products are no more than three clicks from your home page.
PetSmart sets up their sitewith this rule in mind.
For example, let's say that you wanna get a new dog food bowl for Fluffy.
You'd head to the site's homepage and click the dog link.
Then click bowls and feeders.
And you've have a list ofproducts in that subcategory.
Just like that, you found what you want.
And Google can easily find and index all of PetSmart's product pages.
Now it's time for our last Google ecommerce ranking factor, URL length.
I recently teamed up with a bunch of SEO software companiesto conduct the largest search engine ranking factor study ever.
In total, we analyzed amillion Google search results.
So, what did we find? We discovered that short URLs tend to rank better than long URLs.
For example, let's saythat your ecommerce site sells organic bird food.
All things being equal, URL number one would rank better than URL number two.
One word of warning, youdon't necessarily wanna go back and change yourlong URLs to shorter ones.
That can cause serious SEO issues.
Instead, set up yourURL structure so all of your new product and categorypages have short URLs.
Did you learn somethingcool from today's video? If so, make sure to subscribe to my YouTube channel right now.
Just click on the big oleSubscribe button right here.
Also, if you want exclusive SEO techniques that I only share with email subscribers, head over to backlinko.
Com andsign up for the newsletter.
Now, I wanna turn it over to you.
Which of the techniques from this video are you going to use first? Are you gonna start to buildup your Domain Authority or maybe you wanna startusing shorter URLs.
Let me know by leaving acomment below right now.
This teaches you also.
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a clear, bright, rich.
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let's just make it our own way.
How about we make hot water, and pour it on to the tea.
Oh, on to the tea leaves!?.
And then drink it.
Okay let's do that.
Let's try it.
The fine pu'erh tea Why can't we just have tea bags, man? What is this?! How's that? Looks good to me.
Is that enough? Yea that's enough.
Pop it in.
So what are we talkin' about today? Today after we make this tea, we're gonna do a little bit of talking about SEO.
And SEO, for those who don't know already – which everybody should know – means Search Engine Optimization.
We're just gonna talk.
This is something that you know you and I deal with every single day.
And it looks like the pu'erh is ready.
I don't think Sean is going to be proud of us.
There is not a lot of mahogany going on.
But, here's the tea! Shall we talk? Let's get to it, yep! Today, we are talking about SEO and actually in particular we're going to be giving you a checklist of the 10 most important things REALTORS® need to be doing in 2017 if they intend to rank on Google, Bing, Yahoo and all those big search engines.
Backlinks are when another website on the internet links to yours.
A backlink from a highly reputable, or really busy website can mean that your website moves up and rank on Google, Bing, and all those search engines.
And so you want as many links to your site as you can but you also want links to come from great websites not from non-relevant websites Websites that are relevant to the real estate business, to REALTORS®, to your community.
And you don't just want backlinks that link to your homepage that say "click here!" You want a backlink that is relevant to what's happening on your homepage or on that page of your website.
So for instance if they're backlinking from some popular websites your blog and it's one of your blog articles, well make sure that some of the keywords from that blog article are being linked, and not just a "click here!" or just your name.
It should be relevant So we always get asked, "What's the quickest way to start creating content for my website.
or for anything.
I think the quickest way that you can get started is just to pull out your phone, go to the camera and start recording a video of yourself.
This could be at one of your listings that you're representing; just give a nice little walk through tour in the video, on your phone.
You don't have to invest in lighting, or audio equipment.
Just literally walk through the property, explain a few things as if somebody was there and then say "You know what, I'm hosting an open house this Sunday, I'd love to see you there.
Click the link below to go to my website to view the floor plan and way more information on this property.
" One way you could do this right away is jump onto your Facebook app on your phone, load up your page and start recording a video on Facebook Live, so it will be a live video that people can watch as it's happening, and right when that video is over, it gets saved to your page, and then that's a piece of content.
So guest blogging is actually a great way to create backlinks, because when you're guest blogging you're not blogging on your own website anymore.
You're blogging on somebody else's website.
Let's say you're a North Vancouver REALTOR® and you want to write a guest blog post for NorthVancouver.
Com Well that's not your website, but you get to write some content for it, and at the end you get link back to you.
And so guest blogging is a form of backlinks – of earning backlinks without necessarily asking for them.
Instead, you're going out and providing value to a blog or website by writing an article for them, or creating some content for them and then in that content you have a link back to your website.
Another really quick way to get content on, let's say, your blog is to take the market reports that the real estate board puts out.
Link to it but then put your own spin on it.
So the reports come out, they're often a few pages long, they're full of data.
If you can distill that data for the user that's on your site, just give them a brief synopsis of the highlights and stuff that they need to know and how it affects them in particular, but right in your own words.
Not only is good for SEO it's good for establishing you as the expert, and building trust.
Interlinking refers to the activity of linking to pages on your own websites from your own website.
Not like a backlink that's coming from an outside domain, all these links are happening on your own domain.
Now one thing that we do at RealtyNinja is interlink between our blog posts so if you're reading any one of our Dojo posts you're going to get at least one or two links to our other articles from within one article.
Also, throughout our website you might find call to actions leading you to other areas.
Super important to have your website visitors not stuck or stranded in one area, they need to be reading your page and constantly following a flow of events until they get to the final step which would be buying a house or selling a house with you, ideally, but until that point a little bit of interlinking helps keep them on your website for longer So, this is a big one.
It's writing for people, and not Google.
So Google works every single day to make their programs more like humans So if you just focus on writing relevant high-quality content, that's shareable and interesting, people will naturally read it and share it.
Now, Google is gonna naturally rank that website or that page article higher the more relevant or interesting it is.
If you try to trick Google and try to use various methods that are called "Black Hat" or "Grey Hat" such as keyword stuffing or improper backlinking.
trying to essentially trick Google's systems into ranking your website higher, you'll definitely regret it.
You might see very short-term uptick in results but overall your website will get penalized.
Shareable content doesn't have to be something that's challenging to create.
It does require a little bit of reflection though.
A little test that I usually put myself through is I just ask myself, when producing content, "Would I share this if someone else had produced it?" Would I post it to my own Facebook? Would I, you know share it to my own blog? Would I re-blog it? Would I re-tweet it? Would I post it to instagram if it's a photo? What makes something share-worthy? The fact of the matter is, it's going to make your audience feel smarter.
They're going to share your article if it makes them feel smarter or if it makes them feel like they know something that other people don't know.
Alternatively you could just be hilarious and maybe they're sharing something that's funny but we tried that in our last video and we did get a lot of engagement, people though we were funny, but they didn't share.
Because our job is not to be funny, our job is to be educational and informative so make sure you know what you're doing and create content that's shareable for your audience.
So Google has a document called the webmaster guidelines.
They're essentially a set of standards that they expect professional web designers and developers to take when they're developing a website.
Now, you should talk to your web designer about this, and if you're RealtyNinja customer we got you covered.
Now what they are is a set of things, kinda under the hood stuff that has to be there.
It could be your URL structure, title tag, Schema, sitemap.
Xml files, proper descriptions and so on.
There's lots and lots of stuff and it's constantly changing.
Here's a super simple one that's often forgotten or overlooked.
Bringing your entire online brand together and making sure it's cohesive by having all the links from your social networks point your website.
If you haven't done so in a while, go and audit your online presence.
Maybe do a google search for your own name or just go to all the social profiles that you currently have active and make sure that every single website domain on there is linking to your homepage.
Every web presence that you have control of online should be linking to the nucleus of your of your brand online, which is your website.
When it comes to picking keywords for SEO, you gotta keep it realistic.
Let's say you're a brand new REALTOR®, with a brand new website, on a brand new domain, that doesn't have any history or backlinking already.
Now, Google doesn't really know what your site is about or what you're up on it, so if you're trying to break out into the market and target a huge broad term like "Vancouver Real Estate" or "Real Estate Agent in Canada".
something like that, you're definitely not going to see the results you want.
So what you want to do is drill down to a few of the smaller niches that you know really well.
So, yes your domain could have various sections to it that link off and show a broader perspective But you generally want to focus in, and show just one or two things that you're an expert in.
Obviously, SEO is a huge topic and we really haven't dived into it and full detail today.
We'll be covering it a lot more as the months go by, in the blog, so make sure you subscribe to The Dojo using the form below this video.
We really hope you learned something today and are able to take at least a few of these 10 checklist items and apply them to your own website and your online brand.
If you have any questions at all, as always don't hesitate to leave us a comment below or on our YouTube channel.
Thanks so much, and have an awesome day, Ninjas! Hey Ninjas *laughter* Wait, just wait! And, we'll be in touch.
with more videos.
as the week's go by.
HAW HAW! Can you just write me something so I can read it? Like, memorize a script?! It's, it's the last one.
I hope you learned a few things that you can take to the bank with you to help bring your brand *$%#@* why am I saying these weird things? "Take to the bank with you".
like, wha-who am I?.