E-commerce SEO training: the ten commandments

As part of the courses given at ESC Pau to Bac + 2 alternately, I take advantage of the transition to teleworking to open this training to those who want to learn for free how to develop the referencing of an e-commerce site.

The first lessons will be of interest to all web entrepreneurs, then we will focus on the specifics of ecommerce sites: WordPress + Woocommerce, Prestashop, Magento, Shopify… Together, we will increase your turnover on the internet.

 

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Preamble, natural referencing, why?

This week, I receive a request to "create a multi-language website" on my quote form. 2 lines to explain the specifications of the project which revolves around "sports betting" .

A bit light for a very competitive sector of pure players (100% internet activity) established for several years!

The recommended approach is

1. Paid advertising up to € 2,000 per month to begin to survey the market
2. Competitive benchmark because ideally, your concept must be well put together and that we have a real strategy. The cost of a marketing study and positioning is variable.
3. SEO approach with the delivery of texts: 5,000 words. A minimum for the industry.

Investing in natural referencing reduces the cost of customer acquisition!

1 In Google you will believe!

The statistics are clear: Google is the most used search channel. For ecommerce too, even if in the US, customers spontaneously go first to Amazon. But it is on Google that we will especially find more easily "purchase intentions" . We agree that it is the purchasing behavior that is important for marketers and project managers that we are:

We can classify projects according to 3 levels of visibility objectives:

1.1. Local visibility

Looking for a job: garage owner, caterer, dentist, physiotherapist, locksmith, or a "surf school in Biarritz"

1.2. National visibility

By looking for "a little black dress" or car insurance, credit redemption, training to become a locksmith ...

1.3. International visibility:

To reach natives in their country, Spaniards in Spain , or for French people who are looking from France for a “surfcamp in Fuerteventura” or a hotel in Madrid.

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2 The Google products you will use

From design to production, there are several products that allow you to:

2.1 Check their quality:

• page speed insight
• test mobile
  ….

2.2 Measuring performance

• Google Analytics for visit statistics: who are your visitors, where do they come from, what will they see on the site?
• Google Search Console: for indexing analyzes

2.3 Develop visibility

• Youtube : we are in 2020, we must go there and not forget the essential: connect humans to humans!
• Google My Business : very useful for local SEO and for your e-reputation too

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3 Google you will forget

When we are going to build our content, we will do it for our targets, our audience and not for Google.

Error of some professionals:

“Some reputable website design agencies say you shouldn't put video because it slows down the loading time…” It's not your job to deal with the technical issues. You are the project leader, focus on the following steps!

 

4 You will build the "buyer persona"

At the heart of this strategy, the type or types of customer (s) that we target. Thanks to a persona sheet that we will have you fill out, we will work on scenarios in order to optimize the customer experience on your site and thus achieve your various objectives of conquest and loyalty.

5 Your expertise and your passion you will give

You, the promoter, must know your products and services better than anyone else. The exercise of E-busines, or e-commerce, is to sell your offer with the same passion as a "fashion blogger" ... and to give rhythm to your communication.

6 Your authority you will demonstrate

It's so easy to put deals online, marketing them is another. Demonstrating your authority with your experience and your knowledge of the subject, while remaining in the understanding of the customer's needs, is a serious asset to please your target, and Google!

A long text, written by an expert with technical terms and references (outgoing links) will find its audience!

 

7 Confidence you will gain

Saying you're the best has never been a strong selling point. When it is a third party or a client who says so, it becomes an excellent support for decision-making. Customer reviews, labels, certification… count.

In my case, I am a speaker at the next SEO Campus Paris… it's banging ????

 

8 Your competitors, you will know

Benchmarking its competitors always allows a small David to beat a large Goliath, or a specialized site to break through in front of a generalist . We are talking about a "niche"!

It is possible to compete with Leroy Merlin by specializing in the sale and installation of heating solutions ! Maison Energy does this with a share capital of 15K € and in 10 years they have ten employees.

9 Your customers you will build loyalty, your community you will build ...

Do you need a community manager to do business? If it is a marketer who helps you lay the foundations of your communication with a clear positioning and editorial line then the answer is yes. If he's a likes “host”, the answer is no!

 

Why is a blogging strategy always welcome?

For 3 reasons:

9.1 It allows you to ask the right questions about your positioning, your story telling and your editorial line.

9.2 It makes it possible to boost its communication with relevant information for its customers and prospects, what is called the “community of fans” that has been set in an email database or social networks.

9.3 It allows you to slip promotional offers into it on a recurring basis .

10 conclusion: what does Google want?

A good technical mastery of the website with fast loading times of the web pages but above all a good experience for your Internet user and this goes through relevant content.

Exercises and practical cases over 2 weeks

The training will last only a few hours next week: a roadmap will be sent to you this weekend.

We will aim for 3 stages to pass the “beginner ebusiness” level. At the beginning it is general, then we will enter the conversion funnel and the e-commerce specificities….

 

1. Mastering the Force: Concept and Positioning

Monday 1:30 p.m. for a 1 hour live

1.1 Concept and positioning

Resource: PDF Guide "The 4 questions to ask yourself before publishing a website"

First of all, you must know that too many web project leaders that I have met do not have a speech adapted to the web . They just duplicated their physical activity on the internet, without clear positioning, without identity.

The concept and the positioning require a singular work which can take 2 days or more. I'll give you a tool to prepare for this.

1.2 Which keywords to choose?

We will take the example of my new client David Immo who has an agency network in Paris intra muros. We will aim in the medium term "Agence immobilère paris" but in the short term: Real estate agency Paris 16th, 15th, etc ...

Do not hesitate to target long queries: a few years ago the most expensive "keyword" in the world in google was

"Palms Beach Criminal Lawyer" over $ 500. Its volume is extremely low, but the Internet user who makes this request is ready to do anything not to go to prison! A perfect target for a palm beach avocado ????

Think about your keywords as well [activity] [target] [geolocation].

Resource: Type Market ExplorerYooda Insight

I will give you a free and very powerful tool to survey the market on the internet.

1.3 Google My Business

Creation of a complete Google my business file, until the publication of Google posts

Publication of a web page from My Business

2. Concentrate the force and deploy it in an architecture of pages

Wednesday 1:30 p.m. for a 1 hour live

Resource: Optimized Writing Guide - PDF

With a single very basic web page, I sold surf lessons for € 20,000 in 2 months. Why ?
On oceanadventure.surf, product sheets are not indexed by Google. Why ?

2.1 Publishing a single web page and a parent page that you will build *!

A website awaits you as well as our editorial guide.

Steps: Content curation, analysis, data reformatting on a level 1 page.

Aggregation of results on the level 0 home page.

2.2 Identification of objectives …

… Contact form, product sheet…

Exercise 3: E-commerce deployment: CMS and product sheets

Friday 1:30 p.m. for a 1 hour live

3.1 E-business site and e-commerce site, what is the difference?

- distinctive and competitive offer
- optimization of the sales funnel
- loyalty Vs acquisition

Examples of
charcuterie-aubard.fr: change from 0 to 150K € / year

pharmathèque.com: 132 pharmacies sold this year.

3.3 Scope and limits of today's CMS

• Emanation of Odoo-type Management Tools or other tools
• Shopify-type hosted solutions
• WordPress + woocommerce
• Prestashop
• Magento

4 Netlinking: Mastery is nothing without Power

Practice and share your work on the “Beginner” Facebook Group

You have discovered how to master the Force, you will now control its power!

We can define links in 2 types: marketing and technical. The technical link only transmits "juice" and you will find its definition below. The marketing link, in addition to the juice sends traffic , think of the sites of influencers or other partners.

What is a good link for SEO?

Thursday 1:30 p.m. for a 1 hour live

 

Registration form for lives and exercises