My latest article at Practical Ecommerce, read it in full here.

Keyword research is essential to search engine optimization. It’s the window into the words that real searchers use to find products like the ones you sell. But at the end of the keyword research process — detailed in “Part 1: Keyword Research” — search marketers can be overwhelmed by the vast amount of data staring at them from their Excel spreadsheets. Keyword categorizing and mapping help move the optimization process from the research phase to the actual optimization phase.

Categorizing Keywords

During the keyword research process, patterns start to appear. Different types of keywords emerge that can be logically grouped into different categories that reflect the site’s business goals and core product offerings. For example, if my site sells subscriptions to online games for kids, my keyword research could be 12,000 phrases or more based on the research conducted in Google’s free Keyword Tool. But because each keyword is needs to be related to my core product offering, I can start to categorize them and delete the ones that aren’t directly relevant.

Let’s say that my site sells games. But it doesn’t sell just any games; it sells online games for kids. That’s three vital components to choosing keywords that are specifically targeted to my product offering: “types of games,” “online vs. offline,” and synonyms for the word “kids,” as listed in the spreadsheet, below.

See the diagrams and read more on how to categorize & map keywords »

My latest article at Practical Ecommerce, read it in full here.

In its purest form, optimizing content for search engines consists of modifying one page to send a strong keyword signal for one keyword or phrase. The amazing simplicity of this concept is often lost on marketers, many of whom think of content optimization like taking aspirin: If two is good then four must work even better. Sprinkling lots of keywords on the same page will not improve organic search rankings, nor will using the same keyword on lots of different pages. The key to content optimization for SEO is matching one keyword to one page in a methodical and disciplined manner. Scalable methods of optimization become necessary if the site is very large, but even the largest sites still “manually” optimize a selection of critical pages by matching one keyword to one page.

Choosing the Best Keywords

Before keywords can be matched to pages, the optimizer must know which keywords to choose. Make a seed list of the words that will be used on the page. Think of as many synonyms as possible and record them in a Word doc or Excel spreadsheet. Be warned, these are not the keywords with which you’ll be optimizing. The brainstorming process is only the start of the keyword research process. Optimizing with a seed list will result in content optimized for the way you think and search, not the way your customers do.

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My latest article at Practical Ecommerce, read it in full here.

Staying on top of search engine optimization requires time and effort that many small businesses can’t afford in-house. One obvious solution is to turn to an agency. But which ones can be trusted and which will under deliver and overcharge? Before just picking the number one result in a Google search for “SEO,” make sure to investigate the agency.

Hint: Cost is only a small part of the equation. It doesn’t matter how much you pay an agency of the don’t deliver what your site needs.

I’ve worked on both sides of the SEO equation: as senior SEO manager at Covario, an award-winning search agency, and now as the in-house SEO manager at Groupon, the leader in daily deals. From my experience, these 10 tips will help guide the SEO selection process.

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My latest article at Practical Ecommerce, read it in full here.

Social “signals” increasingly influence search results in both Google and Bing. The search engines are coming to consider social signals as more indicative of how searchers value a page than traditional link signals, though links remain very important to search engine optimization. In addition, the engines consider social signals harder to falsely manipulate than the content and link signals that have traditionally driven SEO. I recently wrote about this growing trend in “Managing SEO and Social Media Together.” Ecommerce merchants can increase social interaction with a site simply by including the right social buttons or widgets on the right pages of the site.

Bing and Facebook have an agreement to include Facebook social data into Bing’s search results, both as actual results and as a way to influence rankings of other pages that Facebook users “Like” or link to. Google doesn’t have access to Facebook data as directly as Bing does, but signs point to Google’s ability to crawl public portions of Facebook to cull some social signals. In addition, Google has its own social network in Google+, enabling Google to harvest all sorts of juicy user data about which sites and pages users like and link to. Both search engines have the ability to crawl Twitter for social signals as well. Social signals are clearly important to search engine optimization, but many ecommerce sites struggle with how to encourage more customers to behave more socially with their brands.

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My latest article at Practical Ecommerce, read it in full here.

Optimizing title tags is a bit like eating your vegetables. No one wants to do it, but everyone knows it’s good for you. Search engine optimization professionals universally agree that title tags are the most influential on-page element. SEOmoz recently confirmed the importance of title tags in a report that strongly correlated title tag optimization to higher rankings.

The guidelines for optimizing title tags are simple, but that doesn’t mean it’s easy. Begin the tag with the most valuable and relevant keyword phrase, use the exact keyword phrase, end with the brand, and keep the length to 70 characters or less.

Read more about the finer points of optimizing title tags »

Excerpted from my latest article at Practical Ecommerce, read it in full here.

Google’s mobile crawler Googlebot-Mobile has traditionally focused on content designed for feature phones and their extremely limited browsers. Google recently announced, however, a new version of Googlebot-Mobile that crawls using an iPhone user agent, enabling it to discover content designed for smartphones, which are more robust than feature phones.

As an avid searcher and a search engine optimization professional, I’ve been disappointed in Google’s treatment of smartphone search results — I addressed here a few months ago, in “Google Says Smartphone Sites Aren’t Mobile.” When a searcher takes the time to tap in a query on their smartphone’s keyboard, the search engine should reward that searcher’s effort by favoring smartphone content over desktop content. Instead, Google has left the task to each individual site to detect smartphones and serve the appropriately formatted content — with mixed results.

Read on to see how one major retailer flubs smartphone usability and potentially misses out on mobile search sales.

My latest article at Practical Ecommerce, read it in full here.

How etailers manage their social media marketing channel has a growing impact on organic search results. Google and Bing have both incorporated social data into their algorithms to signal content freshness and quality. While the datasets each engine has access to differ, the fact remains that search marketing and social media cannot be managed in silos.

According to the presentation given by Andrea Fishman, vice president of global strategy at BGT Partners — a marketing and design firm — at Search Engine Strategies Chicago 2011, “57% of digital marketing impact is derived from SEO.” But search engine optimization also has a symbiotic relationship with social media, press relations, paid search, offline advertising, and other marketing channels.

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On our vacation this week to the hinterlands of northern Wisconsin and Michigan’s upper peninsula, First Mate Brian and I stopped by Lake Superior to take in the sunset. As I hunted the shoreline for treasure and arty photo opportunities, Brian drew me a lovely effigy. I knew he was up to something because I paused now and then to capture the sunset’s progress and his silhouette. I’m a lucky girl.

My latest article at Practical Ecommerce, read it in full here.

The quickest path to earning more from an ecommerce site’s organic search traffic is to convert more consumers who already go there. So many SEO strategies focus on driving more visitors, but what use is driving more searchers to a site that can’t convert them? ZenithOptimedia, a large advertising and marketing firm, predicted in 2010 that “$56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert.” Given, that’s across all marketing channels, but the typical ecommerce site’s organic search conversion rates tend to hover around that same 2 percent to 3 percent.

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My latest article at Practical Ecommerce, read it in full here.

Search engine optimization typically focuses on the trophy terms, the high-volume keyword phrases, because marketers need to drive the highest value with the lowest effort. Unfortunately, those juicy trophy terms are great for brand recognition and customers’ initial awareness, but they typically don’t convert as well as the less commonly searched long tail phrases. But optimizing a site manually for the millions of phrases that could drive converting customers to a site just isn’t scalable or possible with limited resources. User generated content such as reviews and question-and-answer sections can solve the problem by outsourcing long tail optimization to your own customers.

User generated content — UGC — is great for SEO for a couple of reasons. First, when customers write reviews or ask and answer questions about a site’s products, they use different words than marketers use. Customers tend to use the same words that other customers and searchers use. Enabling UGC on a site, therefore, ensures the best of both worlds: The product descriptions and category level content will be written by marketers using the brand voice, and the UGC will be written by customers using the voice of the customer.

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