Excerpts from my latest article at Practical eCommerce: “SEO: Using Google’s New Keyword Planner.” Keywords are the foundation of search engine optimization. They’re what searchers type into Google’s search box, and what marketers incorporate into their web pages to attract searchers to their sites. Google recently launched a new tool that changes the way we […]
One of the challenges that plagues the search marketing industry is a lack of standards around the quality and scope of work. Different agencies and consultants will use similar words to describe very different deliverables and processes. One of the most abused of these is the SEO Audit.
Clients have told me bitter tales of ghosts of “audits” past that didn’t live up to expectations, like the big-brand shoe retailer that paid $10,000 over three months’ time for a two-page Word document containing weak, tactical recommendations. I thought my client was exaggerating for effect until he emailed me the product. To protect their investment, businesses need to understand what to expect from an SEO audit and which questions to ask to ensure t…
The ecommerce platform that hosts a site determines the URL structure, which in turn can have an impact on the site’s search engine optimization. Each platform creates URLs according to its own rules, but nearly all can be modified for greater SEO and brand recognition.
In years past, URLs with lots of folders and parameters posed major crawl issues for the search engines. In some cases the “spider traps” created by complex ecommerce URLs would even prevent the engines from indexing a site, effectively cutting off the flow of organic search customers.
Google and Bing are much more capable of crawling or intelligently ignoring parameters and long, scraggly folder paths in URLs today, but optimal URLs do play a role in SEO. Using descri…