E-commerce SEO training: the ten commandments

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As part of the courses given at ESC Pau to Bac + 2 in alternation, I take advantage of the switch 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.

Dimitri E.

“j’ai fini le replay du live d’hier. Pas mal de choses nouvelles assimilées. Merci !

 

Séverine M.

Yes, it was full of interesting information, concrete illustrative cases, it will be interesting on tomorrow's live to see what each of us did with it, and how it takes shape. If I understood correctly, we discussed the keywords in the pages of the site, for natural referencing. Will you also discuss Adwords, links, directory sites and other means of boosting SEO? Or is SEO the most important? The pedagogy was at the top

Christelle C.
assistante commerciale / mode/décoration/luxe/artisanat/art

The training is great, I also confirm! Do not hesitate to follow it because you will learn essential information through concrete cases and without bullshit. Thank you for this generous initiative!

Isabelle A.

Hello Nicolas, yes it's always enriching to look at concrete cases and I appreciate your laconic style 😉 The key word problem is of great interest to me for my case. A good diagram will be useful and maybe another on the semantic cocoon? Have a good day

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Master the strength of Google to beat your competition!

Master the strength of Google to develop your turnover on the internet!

Preamble, natural referencing, why?

Cette semaine, je reçois une demande pour “créer un site internet multi-langue” sur mon formulaire de devis. 2 lignes pour expliquer le cahier des charges du projet qui tourne autour des “paris sportifs”.

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!

Les statistiques sont formelles : Google est le canal de recherche le plus utilisé. Pour l’ecommerce aussi, même si aux US, les clients vont spontanément d’abord vers Amazon. Mais c’est sur Google que l’on va surtout trouver le plus facilement des “intentions d’achat”. Nous sommes d’accord que c’est bien le comportement d’achat qui est important pour les marketeurs et chefs de projet que nous sommes :

2018 Ebusiness study on the different channels

Download here - 2018 Ebusiness study on the different channels: Google remains the 1st channel used

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

1.1. Local visibility

En cherchant un métier : garagiste, traiteur, dentiste, kiné, serrurier, ou une “école de surf a Biarritz”

1.2. National visibility

En cherchant “une petite robe noire” ou une assurance auto, du rachat de crédits, une formation pour devenir serrurier…

1.3. International visibility:

Pour toucher des natifs dans leur pays, des espagnols en espagne, ou pour les français qui cherchent depuis la France un “surfcamp a Fuerteventura” ou un hôtel à 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:

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:

“Certaines agences de création de site internet de renom disent qu’il ne faut pas mettre de vidéo car ça ralentit le temps de chargement…” Ce n’est pas à vous de gérer les problèmes techniques. Vous êtes le porteur de projet, focalisez vous sur les étapes suivantes !

 

4 Le “buyer persona” tu construiras

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

Vous, le porteur de projet devez connaître vos produits et vos services mieux que quiconque. L’exercice du E-busines, ou e-commerce est de vendre votre offre avec la même passion, qu’une “blogueuse mode”… et de rythmer votre communication.

Expert in Building Bayonne, Pau, Mont de Marsan

Here is an example of adding a presentation video to connect humans to humans and to highlight a specific approach to their profession of Expert in construction.

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

Benchmarker ses concurrents permet toujours à un petit David de vaincre un grand Goliath, ou à un site spécialisé de percer devant un généraliste. On parle de “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 ...

Avez-vous besoin d un community manager pour faire du business ? Si c’est un marketeur qui vous aide à poser les bases de votre communication avec un positionnement et une ligne éditoriale clairs alors la réponse est oui. Si c’est un “animateur” de likes, la réponse est non !

 

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 Elle permet de dynamiser sa communication avec des informations pertinentes pour ses clients et prospects, ce que l’on appelle la “communauté de fans” que l’on a fixé dans une base email ou des réseaux sociaux.

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.

On va viser 3 étapes pour passer le niveau “débutant ebusiness”.  Au début c’est général, après on va rentrer dans le tunnel de conversion et les spécificités e-commerce….

 

1. Mastering the Force: Concept and Positioning

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

1.1 Concept and positioning

Ressource : Guide PDF “Les 4 questions à se poser avant de publier un site Web”

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?

On prendra l’exemple de mon nouveau client David Immo qui a un réseau d’agence à Paris intra muros. On va viser à moyen terme “Agence immobilère paris” mais à court terme : Agence immobilière Paris 16ème, 15ème, etc…

Il ne faut pas hésiter à viser des requêtes longues : il y a quelques années le “mot clés” le plus cher du monde dans google était

“Avocat pour criminel à Palms beach” à plus de 500$. Sa volumétrie est extrêmement faible mais l’internaute qui fait cette requête est prêt à tout donné pour ne pas aller en prison ! Une cible parfaite pour un avocat de palm beach 🙂

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

Resource: Type Market Explorer Yooda 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 Site e-business et Site e-commerce, quelle différence ?

- 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

Mettez en pratique et échangez vos travaux sur le Groupe Facebook “Débutant”

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

On peut définir les liens en 2 types : le marketing et le technique. Le lien technique ne transmet que du “jus” et vous allez trouver ci après sa définition. Le lien marketing, en plus du jus envoie du trafic, pensez aux sites des influenceurs ou d’autres partenaires.

E-commerce SEO: What is a good link?

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

 

Registration form for lives and exercises

 

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Specialist in growthacking and e-commerce, you will benefit from our experience to develop your contacts and your turnover in record time!

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