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- [adam] hi, everyone. thank you forattending today's webinar tailoring product pages for seo and shopping feedsuccess. we're going to be talking about steps you should be taking in order tomake sure that each one of your product pages is the best it can be for optimalexposure in both paid and organic search results. we're going to have a live q&a atthe end of the webinar, so as you start thinking of questions to ask us, you cango ahead and type them into go to meeting, and we can answer them at the end of thepresentation. it looks like some of you are already using that chat function. wegot a couple of people saying "hi." so that's great. keep it coming.

- [kavi] and also we'll be sending you,webinar participants, this entire slide deck after the webinar ends, so don'tworry about taking notes right now. the links that you see on thisslides aren't going to be clickable while you're watching, but again you'll be ableto click on them once you receive the slide deck from us later. - all right. so to get started we justlike to start by introducing ourselves to you. my name is adam kirsch, and i'm ashopping feed specialist. i've been doing this for a while. i actually recentlycelebrated my three-year anniversary here at volusion. i manage client accounts on anumber of shopping

feed engines like google, amazon, bing,and shopping.com to name just a few. - and i'm kavi kardos. i'm an seospecialist here at volusion, and i work on search engine optimization for all kindsof clients, from sellers of lawn mower parts to beauty products and pretty mucheverything in between. so let's jump right in to the agenda for today's webinar. oh,and by the way, i hope all of you listening are fans of dogs because thiswebinar is going to be full of them. we love dogs here at volusion. who doesn't?so first, we'll discuss why your product pages matter to your customers and to thesearch engines. next, we'll give an overview of exactly what seo and shoppingfeeds are, so you'll know exactly what

you're getting into. we'll talk aboutkeywords and how they factor into the way people search for products they want tobuy. after that, we'll go through each aspect of a product page and how tooptimize those fields for maximum search engine visibility. and finally we'll offersome useful resources to get you on the path to selling more through seo andshopping feeds. first, adam will talk about why product pages matter and whyit's important to pay attention to the details in order to make them the bestthey can be. - all right. thanks, kavi. so productpages are going to be important for many reasons. the product page is the bestplace to tell your customers about the

products, and in many cases, this is thelast page that a user is looking at before they decide to complete their purchase.so we want to make sure that all the information is conveyed in a clear andeasy to understand manner. we don't want any potential buyers to be confused or putoff by leaving out critical information about the product. additionally, trafficto this page is going to be of very high quality. once someone gets as far asactually viewing the products on your page, they're obviously going to be muchmore likely to buy as they're already going to be very engaged. so this page iskind of the make or break part of the sale. these pages are also particularlyrelevant for shopping feeds as feeds bring

users directly to this product page. sonow that we kind of identified why landing pages are important, let's take a stepback and discuss the properties of seo and shopping feeds so we can kind of put theseall into a context. so we're going to start with seo. kavi? - all right. so seo stands for searchengine optimization. it's basically a set of rules and strategies that are designedto help place the website in organic search results. meaning the results thatmake up the majority of an average search results page, so not the ads. they're theresults that you see here on the bottom of the screen. google and other searchengines use sophisticated algorithms to

decide what they show in their searchresults, and seo best practices have developed alongside those algorithms as alegitimate way of convincing the search engines that your website is worthy ofbeing displayed. so good seo signals that your site is relevant to what's beingsearched for, and that the site is also a trustworthy authority within its industry.this kind of work really requires a mix of technical and creative skills, which iswhy i personally love working in seo. it lets you flex a lot of different musclesat once. and one thing i want to remind you though, this is kind of a commonmisconception. seo is not about gaining or tricking the search engines into showingyour site instead of the competitors. it's

about forming a partnership between yoursite and the search engines for everyone's mutual benefit. - all right. and moving along, shoppingfeeds are a paid model in advertising that run on a cost per click basis. you'veprobably seen images of products in your search result pages when you're browsinggoogle. these are shopping feeds ads. we have a couple examples over here on theright. so the way that these work is that an advertiser creates an account on one ofthese shopping engines. to name a few, we have google, amazon, bing, shopping dotcom, and shopzilla, but there are a number of others to choose from as well if youhave more of a niche product or audience.

so after you create an account, theseshopping engines will be crawling your site and product landing pages, and indexthe information there. when a shopper goes to google or amazon and searches for termsthat are related to your products, your ads have a chance of being shown. an adwill display a lot of information, including the product picture as well asthe product's name, price, and possibly shipping and tax information as well.users have the ability to see ads from multiple different merchants, so shoppingfeeds are going to be used mostly for comparison shopping. so because these runon a paid model, shopping feeds are going to be a great way to bring quick trafficto your site, and because we're using

product pages as the basis for pairingshoppers with your products, that traffic is going to be of very high quality. - so how do the seo and shopping feedswork together? well, as we've mentioned, shopping feeds are something you pay for,while seo is not. seo tends to work more slowly to change the way the searchengines display your site over time, whereas shopping feeds are a good way toget more instant traffic from customers like adam said. each of these marketingchannels encourages the search engines to look at your site in a different way, andimplementing both of them together is kind of like a double whammy for searchvisibility. so for seo, when a search

engine starts looking at your website todecide where it should go in the organic search results, it starts exploring thesite from the top down and starting with the home page and other high level pages,and eventually making its way down to the nitty-gritty of those product pages thatmake up your larger categories. - right. and shopping feeds work in adifferent way, directing search engines and customers' attention directly to yourproduct pages themselves. so by utilizing both seo and shopping feeds together,we're encouraging search engines to look at different areas of your site at thesame time, which can really help with developing your marketing strategy andcontribute to your site's overall success.

so moving on, we want to think about howare people finding you. what are keywords, and how are people searching for yourproducts? these are some of the questions that we're going to be looking at next. sowe want to consider our products from your shoppers' perspective. think about whatsomeone who wants your products is going to be searching for in search engines likegoogle. who is your target customer? what type of language do they use? how are theyinteracting with your products and your site? this is where your expertise reallygets the chance to shine through and direct your customers to exactly whatthey're looking for. maybe, for example, they are going to a fancy dog party andthey need to find

the perfect hat for their yorkie. so it's your job to consider how they'regoing to be searching for that product and optimize your site to getyour product's exposure. - yup, and what type of language they useis also really important. so different types of customers might be usingdifferent terms to describe what they're looking for in a product. i wanted to usean example. it comes from a client i mentioned earlier. they sell parts forzero turn radius lawnmowers, which are usually known to us outside thelandscaping industry as riding mowers. on these two slides, we're going to see thedifferent search results that pop up when

we type riding mowers into google versusztr mowers that stand for zero turn radius. so with the search on ridingmowers, we see a lot of organic and paid results from home depot as you can seehere. but when we search for ztr mowers, we get only a couple of paid results fromhome depot and a lot more from wise sales with john deere as the first organicsearch result. this is happening because home depot has geared their optimizationefforts both for organic and paid search towards keywords related to that termriding mowers specifically. wise sales is obviously focusing their productdescriptions on terms like ztr mowers, and you can see right there in john deere'stitle tag that they're focused more on the

term zero turn than riding as well. sobasically wise sales and john deere are likely to be more successful selling toserious landscapers. they have a little bit more knowledge of lawn mower lingo,whereas home depot is probably targeting more of a casual, home lawncare kind of customer. - so as kavi's example shows, slightvariations in search terms can lead to hugely different results. so with that inmind, it's important to understand a few distinctions in product information.firstly, do you want to go with an informational or a descriptive approach?for merchants that are selling industrial equipment or highly technical products,where a product number or sku would be

important, i suggest my clients go alittle more informational because a shopper looking for those products knowsexactly what they want and is looking for something very specific. a merchant that'sselling apparel or jewelry, for example, might not benefit as much from a technicalproduct information. and shoppers are more likely to use descriptive words focusingon the color, the size, or the cut, things like that. you're going to want to have alittle bit of both kinds of information in your product page, but it's important tounderstand the relationship between the two. so here consider how different thesearch terms would be for these different pictures we have down here. while all ofthese may show up for searches like dog

hats or dog costume, if someone was goingto be looking for something more specific, say, a cowboy dog costume or puppy partyhats, which type of search terms would they be using? we also want to be thinkingabout different product variants and keep your site's own taxonomy in mind as well.one of the easiest ways to differentiate products is to include unique attributes,such as the size and color that i mentioned before. put that in your productnames and descriptions to help search engines and customers differentiatebetween them. - okay, i have a question for you. sowhat's a good way to use some differentiators like that?

- yeah, that's a good question. ipersonally recently had a client that sold bracelets and necklaces with differentsports team logos on them. so starting out, they only had one product, which wascalled nhl bracelet, and they had a drop down selection box to choose which teamyou wanted. so after we ran the shopping feeds for them for a while, like a week ortwo, we didn't really see that break of a return on investment. i suggested that webreak that product out into multiple products, each one having its own uniquebracelet, so ...and writing the team name and the product name. so nhl bracelet,very generic. we break that out, and we have chicago black hawks, black hawks nhlbracelet, boston bruins nhl bracelet, and

each one is the unique bracelet, andpeople can see the picture of it, and it worked out great. so once we did that, theincrease in the traffic and the sales were pretty immediate. it was pretty cool. - yeah, that makes a lot of sense toseparate them out that way. - yeah. right. it's really cool how thatworked out. moving on, it's also important to consider what information is mostimportant, and place that first. it's called front loading. many search engineshave a character limit of what gets displayed in a search result, so eventhough we want to put a lot of information in there, remember that we're working withlimited space in terms of what a shopper

will see on that initial search page. soput the most relevant information first in that product title and description. - okay, so next let's get into thespecific aspects of product page optimization that you want to focus on forseo and shopping feeds success. all the fields that we're about to discuss can befound and altered in the inventory admin section of your volusion store so you cancustomize your product pages as much as you want. whenever you upload a newproduct, you'll want to think about each one of these points of customization inorder to make that product stand out from the search results.

- all right. and those customizationpoints that we're going to be talking about are the title tag, product name, theproduct's image or photo, the meta description, product description, photoalt text, and url text. now some of these are going to be more important for onediscipline and not the other, and some are going to be important for both. we'regoing to be going in depth with each item and kind of identifying these as we goalong, starting with the title tag. now the title tag is something that's notgoing to be as important for shopping feeds as it is for seo, so kavi, you cantake over this one. - okay, so the first and possibly mostimportant tag for seo is the title tag.

the volusion software has a slightlydifferent name for this. if you're in the admin area of your store, you'll see this referred to asmeta tag title. so the title tag is the big blue link that you click to get to asite from the search results page. you can see the arrow pointing to it here. theinformation there tells search engines what that product page is about, basicallyright off the bat. so make sure you're using really relevant keywords here andcompiling them into a natural sounding phrase. adam talked a bit about frontloading earlier, and that can come into play here, too. so as you can see in ourexample here, dog hats is the first phrase

that you see because it's the mostimportant. keep in mind there's also a character limit on title tags. it'sactually determined by pixel width and not character or word count, but if you stickto around 70 characters, you should be safe without your title tags getting cutoff in the search results. - right. and i said it before but just toreiterate, the title tag is not going to be directly relevant to shopping feeds,and this is just because shopping feeds are not reading this information. they'regoing to be looking at other aspects of you're site that we're going to be talkingabout later. - so next we have the meta description,and again the volusion software refers to

this tag slightly differently. so in youradmin area, it's called meta tag description. it's the couple of lines oftext that appear on the search results just below the title tag and url, andthere's the arrow pointing to it again. what's different about this tag is thatthe search engines don't actually read this information the way they read titletags and product descriptions. so what's written here won't affect search rankings.but you know who does rate this information, of course, and that's yourcustomers. when potential customers are scanning the search results page, thislittle bit of text right here is really the only shot you get at grabbing theirattention and influencing the

click-through rate. so that means yourmeta description should contain some really compelling marketing messaging thatwill cause people to click your link instead of the competitors. so this is anideal spot to include an enticing phrase like free shipping like we've done here.and like the title tag, this one has a pixel width limit as well, so you want tokeep meta descriptions to about 156 characters. - so, wait, can i stop youthere for a second? i don't do seo. what's the deal with 156characters? that's pretty specific. - it is, yeah.- why not 150 or 175?

- sure. so that can vary slightly, butthere's been a lot of testing on things like that, and we found that that's abouthow long a description can be before it starts getting cut off, but since that issuch a specific number and hard to keep track of, i've included a link here to ahandy tool that can help you make sure your tags are the right length. soremember you can't click on this link now, but you'll be able to when we send youthese slides after the webinar is over. so again, keyword placement doesn't matter somuch here in the meta description because the search engines can't read thatdescription, but keep the human click-through issue in mind and really tryto make these tags pop as much as you can.

okay, so we're going to talk about whatactually appears on your product pages themselves. for seo, the most importantthing about your product page is the product description, and that's the texton this page here on the right, the example under the word description. sohere's another place where you want to include relevant keywords in a way thatsounds really natural. the inclusion of keywords here signals to the searchengines what the page is about , but it's a good rule of thumb to write like youraudience is a human and not a computer. make sure that any content you put here isreally natural-sounding and also that it's unique. this content should really onlyappear on your site and nowhere else on

the web. we had a question about thoseactually. someone asking if you separate out nearly identical products how do youmitigate duplicate content? so if you're a reseller especially, i know it can bereally tempting to just copy the manufacturer's product descriptions fromtheir website and paste them into yours, but search engines do look down on and caneven penalize duplicate content. so make sure you add your own pizzazz to thosedescriptions, and if it's a couple of products that are really, really similarto each other, just make sure that you use slightly different phrasing to describethe product on each page so that it's notseen as duplicate content.

- right. it's also going to be veryimportant to include any information that's necessary to make a purchase here.so if you're only going to be shipping to certain areas or anything like that, it'simportant to mention it. otherwise, you could find yourself with an abundance ofabandoned carts or unsatisfied customers that had different expectations. - yep, and one other thing. make sure thatyou include some kind of call to action as well. so a simple phrase like buy now orget one while they last might sound kind of cheesy, but there's a lot of researchthat shows that that call to action really can influence buying behavior. so just afew more things you want to keep in mind

about your product descriptions. first,activate your customer reviews. this is a really simple thing you can toggle on andoff in your admin area, and it can make a huge difference to your customers. sorecently adam and i both went to a conference where we learned that customerreviews are trusted 12 times more than manufacturer descriptions. and in fact, ifthe millenial demographic is part of your customer base, this one's a real eyeopener. half of millenials trust customer reviews more than they trust informationfrom their own friends and family. basically people just want to hear thestraight truth from others who have experienced that product themselves, soreally don't wait to activate the reviews

on your site, and also encourage happycustomers to write reviews, too. make sure that you're using h1 tags in your productdescriptions. these are kind of like titles or headings for the rest of thedescription, and search engines pay a lot of attention to them. if you have otherimportant keywords that you couldn't naturally fit into your title tag forexample, the h1 is a good place to put those instead. and that h1 is just areally simple piece of html code, and i mean really, really simple. it's just acouple of characters that's super easy to include in your descriptions. - and for shopping feeds, you want to stayaway from using special characters when

possible. these can be things like greeksymbols, characters that have accent marks or trademark symbols, copyright symbols,things like that. the reason that we want to keep those out if we can is becausegoogle and other shopping engines might have problems reading and coding anddisplaying these symbols. and instead they can display different, incorrectcharacters, and there's also a chance of a product with these special characters tobe rejected and disapproved from advertising altogether. - so what if i'm selling a product and themanufacturer requires me to include one of those trademark symbols every time i usethe product name?

- yeah, that's a good question. so if youdo have to have these symbols in there, be sure that you're not just copying andpasting them from the manufacturer's description or from another page somewhereelse on the web. instead, what you can do is write in the html code for thatcharacter in your feed file. in a few slides, i'm going to give you a resourcefor something like that, but a simple google search can yield a lot of similarsites with lists of special character html codes as well. and like i said the reasonthat we want to use html here is because shopping engines are better able to find,to read and understand these characters when they're written that way. it mightsound complicated, but there's really no

need to worry. it's actually somethingthat's very simple to implement. another important rule here is to make sure thatyou don't mention ...you don't put in promotional texts like free shipping inthe product name or description. google specifically has a rule against thisactually. the product name and description should be all about the product and not aplace to advertise any kind of special offers that you, the merchant, might berunning. you put out ... you can call out any coupon code or special promotion witha graphic in your site's header or footer or on your homepage. you can probably seehere in the top right gray box that this product qualifies for free shipping, thatlittle picture of the truck there. saying

it here is just fine. we just don't wantto put it in the product name or description. google also gives merchants aplace to put special promotions like this in adwords. so while it is against theirrules to have that stuffed in the description, there is a place for it. - we have a couple of people asking abouth1 tags and how they get added to the product description. so here in the secondbullet point you can see the way that that h1 tag melts when you put it in. it's thesame way that you would open or close any other html tag. you can google those. it'sreally, really easy to find out how to do it, but again, you would basically justput that into your code for the product

description and right before the rest ofyour text that goes there. - all right. moving along, product photosare also going to be paramount for shopping feeds, so much so that a photo isrequired. if you don't have a product photo, your product is going to getrejected. it's as simple as that. a photo is a large part of your product's firstimpression, so it's important that it's of high quality. if you have multiple photos,that will only help with conversions, especially from merchants that are sellingclothing or anything that can be viewed from multiple angles or it comes in avariety of different colors. - yeah, and i know if i'm looking to buy adress or some other kind of clothing,

jewelry, something like that, i reallylike to see the front and back of it, lots of different angles, and maybe even whatit looks like on different sized models. - yeah, exactly. so if you look down atour examples here, the photo on the left is clear, bright, and includes multiplealternative photos, while the photo on the right is blurry and has that big watermarkon it. that's actually another rule for shopping feeds. so just like the productdescription can't contain any special advertisement for the merchant, neithercan the photo. google will disapprove any image that has a watermark or store logo,so you want to be sure that if you're able to that you take those out. additionally,the photos should be on an all-white

background, so be sure to keep that inmind as well. - so while we're talking about the photo,another important aspect of that product photo is the alt text. this is another tagthat you can populate whenever you upload a new photo, and it has its own field inthe volusion admin area, too. so the alt text optimizes an image by describing whatappears in that image. search engines aren't great at reading and decipheringimages all that well yet, so right now they're using alt tags instead to find outwhat a picture is about. the best way to write a really great alt tag is to pretendyou're describing the photo to a friend who's vision impaired. it can be the sameas the product name or a title tag as long

as it's accurately descriptive. so, forexample, on the left here, red hat with bow and lace for dogs is a pretty gooddescription of what's being sold with this photo, whereas on the right, hat one,doesn't really say much about that photo at all. so next we have the product urltext. this is the actual web address of the product that you're selling, and itcan be altered in the admin area of your product page, too. so in our example downhere, we changed the text from the volusion standard product dash key tostraw bowler dog hat dash key. so the p goes in there automatically. that justindicates that it's a product page. don't make things too long, but do make surethat you're stating what the product is,

like a hat, and you're using somedescriptor like straw to set it apart from other products. it's also a best practicenot to capitalize any words in the url, and you don't need to add in thoseunderscores or dashes. the volusion software will do that for you. - and it might sound a little advanced butthere are tracking snippets that you can add at the end of your urls. this issomething that we do for all of our shopping feed clients, and we do this sowe can better track visits and transactions that are coming from pagetraffic, both in google analytics as well as your store dashboard. we've included afew links here, one from volusion and one

from google, that will help you set thisup if you're interested. when we send out the slide deck, you can click on thoselinks and check them out for yourself if you like to. and right here we have thearrow pointing to that link that kavi was talking about. all right, so next up isthe product name. now one thing i didn't mention earlier is that shopping feedswork a little differently from text ad campaign that we create in adwords. sowith text ads, we're able to give google a list of keywords and phrases that we'dlike to have our products associated with. shopping feeds are not keyword-based likethat. they don't use keywords in the same way. instead, the search engine will takethe information on your product page,

including your product name anddescription, and use that to pair products with search terms. so because of that, theproduct name is absolutely critical to shopping feeds success. we want to usenatural keywords where possible and include appropriate nouns. i have anexample of a client who sold jewelry. each necklace and bracelet and earring set wasnamed after a woman's name. so you'd have something like a really nice-lookingnecklace with a pink pendant, and it was called the chelsea. or a bracelet withturquoise gems called the elisa, for example. things like that. the productname didn't even include the words necklace or bracelet. so it could be alittle confusing to google. now if you are

a visitor to that site, you have thebenefit of being able to look at the picture and deduce what the product is, oryou can see that you're in a necklace or a bracelet category on the website, butgoogle isn't going to understand exactly what that product is. and so as a result,it's going to match you with some pretty strange or irrelevant search terms. wewant to make sure that the product title conveys exactly what the product is andcan stand on its own to describe the product. and as we were talking aboutearlier, if you're selling a product that has technical aspect or is in any otherway specific, consider including that part number.

- yep, and going back to that lawn mowerexample i used earlier, that client knew a lot of customers would be buying lawnmower parts by basically looking through their owner's manual and then searchingfor that specific part number that they needed. so they included those numbers intheir product names, too. - right. okay. so because the product nameis so important for shopping feeds, there's some rules to follow. these rulesare going to be strictly enforced and may vary depending on which shopping engineyou're using, but as google is far and away the most popular, i'm going todiscuss rules for them. as we mentioned earlier, you want to avoid using specialcharacters if possible. if you can get

around it, you can look up the html codingfor them. i've included a link here that i personally use. it's from the universityof texas library. it's not completely exhaustive, but it covers just abouteverything that i've seen in my time working with shopping feeds, and has beenpretty valuable source for me. also do not use all capital letters or excessivepunctuation in your product names. google will penalize your ads because this isconsidered to be kind of spamming. you also want to make sure that you're usingproper spelling and grammar. now there is going to be a little bit of a leeway withthis because some brand names are spelled incorrectly on purpose. so google mightnot necessarily reject everything that's

spelled wrong, but if you have severalerrors in there, don't be surprised if your products or your ads get disapproved.and really if google were to approve everything, these errors would likely leadto a fewer click-throughs and possibly a feeling of distrust with your shopper. andwe have an example down here at the bottom. luckily this is not from avolusion merchant. we had to create this on our own, but there's misspellings inthere, all those special characters. it's advertising free shipping. i'm personallygoing to be thinking twice before i purchase something from a site that lookslike this just because it doesn't look as professional as something that i wouldlike to buy from.

- yeah, it seems a little harder to trustand that's not someone you want to give your money to.- yeah, exactly. - so finally we have the meta keywords tagor meta tag keywords if you're looking in the volusion software. so this is aninteresting one. search engines like google used to place a ton of emphasis onthe meta keywords tag back in the old days of seo. this tag was used similarly to thetitle tag just to describe to the search engines what each page is about, butpeople started really abusing that keywords tag like crazy, stuffing in tonsof keywords and creating really spammy content. so now search engines don't useor look at or even really like this tag at

all. it's not important for seo or forshopping feeds. keeping your keywords in mind is really important for creating goodproduct descriptions and tags, but please don't waste your time actually inputtingthem into your admin area. not only will this not help you, it might actually hurtyou. so it's possible to look at the source code for any web page on theinternet, and if your competitors looked at your page's source code and saw a listof keywords there, then they would know what terms you're optimizing your site forand could try to hijack you by optimizing their site for the same terms. obviously,you don't want to give your competitors any hints, so just leave this tag alone.

- all right. so that was a lot ofinformation and you're probably wondering what's most important for each discipline, so we had kind of a list here.we just kind of go over what we think is most important. - yep, just some things to focus on forseo and feeds. so for seo i would say the most important tag to fill out is thetitle tag. it's just like it sounds. it's the title for the whole web page, andsearch engines treat it with exactly that much importance. we did have someone askif the title tag is for the product or the entire site. every page on your websitehas a title tag that you can enter. so you

want to write a different one. havingunique title tags for each page is really important as well. your productdescription is next, and again, like i said, you want to use natural soundingkeyword-rich content. that's really vital for search engine visibility and also forcustomer conversion. and finally even though it doesn't get read by the searchengines, the meta description is also really important. like i said before, thisis your best shot at luring a customer from the search results page to yourwebsite, so pull out your best marketing language here. - all right. and for shopping feeds, i'dsay that the most important fields are

going to be the product name and thedescription. as i said before, this is because shopping engines use thisinformation the most when they're deciding which search terms are relevant to theproducts that you're selling and will be showing your ads based on how descriptivethis information is. also important is the product image. shopping engines will notaccept any product that does not have a photo, so it's obviously going to be veryimportant. you want to make sure that you're submitting a high quality, clearpicture of the product on an all-white background if possible. also shoppingengines are all about comparison shopping, so it's required to have the product priceand shipping and tax information included

in your feed file as this will bedisplayed with your shopping feed ad. and finally keep all your promotional texts inthe correct places. you can put this anywhere else on your site, on your homepage, a header or a footer, and you can also put these within the shopping feedsthemselves using adwords. we don't want to put that in the product title ordescription as they'll get disapproved. we've gone over a lot of things today.there is plenty of other information out there. so we put together a short list ofsome free resources and tools that you can use if you get stuck or if you are out ofideas on how to optimize. so first up, there are a lot of tools within adwordsthat you can use, like the keyword

planner. this tool offers suggestions ofwords and phrases that google thinks is relevant to your site. you can get an ideaof what people are searching for and what's popular. this can give you plentyof ideas on how to optimize your pages if you're stuck. - and the seo team here at volusion usesthat keyword tool all the time to rewrite content for our clients and use that a lotto decide what keywords we should use. that's a really good one. you can also usegoogle trends, which is basically a website where you can type in a keywordand see how its popularity has changed in search over time. maybe your products havea lot of seasonality. they sell better in

the summer or something like that. this iswhere you can find out exactly where those seasons start and end, too. and alsoanytime you do a google search, if you scroll to the bottom of the search resultspage, you'll see google suggested search terms that are related to whatever youtyped in. this is a great way to brainstorm new keywords that you might nothave thought of on your own. next, google analytics is a tool that's absolutelynecessary for anyone with an ecommerce website. that helps you keep track oftraffic to your site, where that traffic is coming from, what products and landingpages are most successful, all kinds of stuff. plus it's free, so you shouldreally set up an analytics account right

away if you haven't already. google andbing webmaster tools are also free services that can point out any errors youmight have on your site and helps show you what people are searching for in order toland on your page. webmaster tools goes hand in hand with analytics, so go aheadand set those up at the same time. - and volusion has a treasure trove ofresources that go over the finer points of product page optimization, as well as seoand shopping feeds in general. we've included two links here to past blog postsand webinars, but you can use the search function on the blog to find articles on avariety of topics about your volusion store, whether related to the topics inthis webinar or not. i've actually

personally written a few things on theblog, so i can vouch for their information. they're all awesome. kavi you've done some stuff onprevious webinars and stuff, too, right? - yep. - yeah. all right. so now we're going tobe start ...we're ready to start taking some questions. we're going to take ashort break and just kind of go over some of the questions that we've got coming inhere, and we'd be back in just a little bit to start answering them. anything thatwe don't get to while we're working on a time frame here, we'll be sure to followup in a blog post in the next couple of

weeks so be on the lookout for that. - all right. we're back to answer some ofyour questions that you've been typing in. thank you for those. we had a bunch ofquestions about h1s, and i know that that can be somewhat confusing because like isaid it is a piece of html that you have to put in to your product description, butlike i said, it's really, really easy to do. there's no character limit for theh1tag, so you can have as many characters there as you want. just make sure thatyou're making it concise, using it the same way that you would a title for yourproduct, for example. it can have the name of the product in there. it might also beuseful to add in a couple more keywords

that you weren't maybe able to fit in toyour title tag or your product description, and that's just to sort ofpull in more keywords, help people search for even more words than you've alreadyincluded. colby asked also, "does it have to be an h1 or will h3 work as well?" sothat's a good question. h1s, h2s, h3s, there's a whole hierarchy to the way thatthose tags work, and an h1 is something that the search engines go to first.that's why it's number one. so you can use h2s, h3s if you want, but keep in mindthat they won't be read as quickly. they won't take as much importance as that h1tag. and we're going to be writing i think a blog post about h1 tags as well sincethere have been so many questions about

it. there's obviously a lot of interesthere, so we'll just go ahead and follow up with that in a blog post as well. - all right. denise asked, "what istaxonomy?" this is just kind of how your site is organized and how everything flowswithin your site. so different product categories. kavi, is there anything elsethat you can add to this? it's just ... - yeah. again, it's sort of thearchitecture of your site. - yeah, so big categories with smallersub-categories in there ideally, and then maybe even more sub-categories after that,and then finally just getting down to your products. so it's just that format of howeverything is laid out.

- yep, and just basically the term we useto describe the organization of the site. also cheryl was asking where exactly arewe entering this information. so that's a really important thing to know obviously.like i said, when you're in the backend of your volusion store, if you go to one ofyour products and scroll to the bottom of that page, there's a place where you canenter in all of these tags. so every product page has its own set of fields,title tag description, all of that stuff. and it's easy to find, like i said, if youjust scroll to the bottom of each of your product pages, you can enter differentinformation for each one, so each product can really be customized individually asmuch as you want.

- right, and aman asked, "can you goover how to submit your product for shopping feeds?" there's a coupledifferent ways that we can go about it. if you're searching on the volusion blog,there's a good resource there that goes over how to submit it via xml. there's avolusion integration with google shopping that can walk you through the steps to setthat up. someone on our support team can also be sure to help you with that. wealso have a partnered software called the go data feed that we use for anyone thatpurchases our shopping feed service, and this is kind of a software that lets youimport your information using your store's api and then you can manage your productsthere using a couple custom sql rules

there, the interface in go data feed makesit really simple to use. you can also request a demo for them to help you setthat up. they have a support line that can obviously help you out as well, andthey're great people. i really like them a lot. - so adam, we also had a couple ofquestions about photos, whether they can be on a black background, a graybackground, and what the image dimension should be. roxanne asked if there is animpact for seo if your photos have a black background and that won't affect your seoat all, but adam can talk about how it might affect your shopping feeds.

- yeah. so shopping feeds do ...they wantto have that photo be on a white background. it's the type of thing whereyou might not get penalized for it immediately there. i've seen some clientsget away with having one or two that are not on a white background, but just it'sgoing to be a best practice to have it on a white background. so if you're able tochange that using some kind of photo editing software, i would highly recommendthat. we also had somebody ask about image dimensions. i believe that was jan.if we're looking at the volusion backend, i used the dash 2 or the dash 2t photo.those are the larger photos to be submitting, and that's just because wewant to make sure that we're submitting a

good-sized photo. the different shoppingengines will have different image requirements. i know that amazon is prettyparticular in their pixel width, but this is something that you can look up with anyshopping engine that you're going to be working on and working with. - yeah, and about that white background,too, i mean, just as someone who shops online, i know that if i was looking at ashopping feeds results and saw that they were all on a white background but thenthere's one that has a black background, i would probably think of that site maybe itdoesn't know what they're doing quite as much. they're not following the rules, soi think i'd be less likely to click on

that one just because, like i said, itlooks like they're not really adhering to the conventions quite as much. but if yourimages are pngs especially instead of jpegs or something like that, they shouldhave a transparent background and it should be pretty easy to change from ablack background to a white one. - isabel asked, "what are the costs perclick in google?" this is something that is going to vary based on the industrythat you're in and the competitiveness of what you're selling. we can't really giveany kind of a firm number, and google works on auction-based system, so it'sreally all about just kind of supply and demand. if your products have a kind ofseasonality to them, and we're getting

close to the time when those products aregoing to be popular, any other ...all the other merchants out there that are sellingthese products are probably going to be increasing their bids and likely the costfor those clicks are going to be rising for ...across the board for all othermerchants that are selling those products. it's a dynamic system that changes overtime. in adwords though, google gives you a stat called a benchmark max cpc. andwhat this is is that google kind of aggregates and averages all bids onproducts that merchants are selling that are similar to yours, that google hasdeemed to be selling products that are similar to yours, and kind of gives kindof a recommendation. i always take this

with a little bit of a grain of saltthough because it is something that google's doing kind of automatically.there's no real transparency to see exactly what they're saying is relevant toyou, but it's kind of a good idea to get ...just kind of look at what kind of aballpark would be. so that's something to keep in mind. - christie and george had a couple of sortof general seo questions, so i'll answer those. christie asked, "for a new site,what's a reasonable amount of time to expect results from seo?" that reallydepends on what you're selling, what kind of industry you're in. but like i said atthe beginning of the webinar, seo is a

long-term process. it can move somewhatslowly, and shopping feeds, like we said, is a bit more, it's simply to get traffic.we like to say that somewhere between three and six months is when we mightstart to see some impacts in organic search results from your seo efforts, butagain, that's not a hard and fast rule. it really does depend on what kind of shapeyour site is in in general, what you're selling, how competitive the space is thatyou're selling in. so if you're selling jewelry, for example, that's a really,really competitive market, and it can take longer for your search rankings to beimpacted. the number one thing that we like to tell people is that you shouldn'tbe concentrating on your search rankings.

so don't worry about whether or not youcome up first in search results. install that google analytics, like i said before,and keep track of what's happening to your traffic and your revenue. as long as thosenumbers are going up, then you're in good shape and you shouldn't be worried toomuch about who's showing up ahead of you in the search results. and george alsosaid, "looking at my traffic, it appears that the search engines are looking at mysite before i go live. is this true and why did they do it?" so that probably istrue. if you're setting up a site on volusion and it hasn't gone live yet,you're still on that server trust site, then it can still be indexed. anyinformation that's on your site, as long

as it appears on the web, can be indexed.search engines will read it. so that is definitely possible, and like i said, ifit's live on the server trust site, then yes, the search engines can see it. justmake sure that once your site actually goes live, you may see a slight change intraffic. if you're keeping track of that, just make sure that it's totally up todate and all in shape and stuff by the time that you are ready to launch. - ronald asked. he has watermarks on hiswebsite photos but not on product photos and he is asking if that's okay. so aslong as the photo that you're going to be submitting to a shopping engine does nothave the watermark on it, you should be

okay. i've had a client in the past wherewe were able to do that because they wanted to keep the watermark on the photothat was on their product page in order to kind of protect their branding, but theyhad different file of each image that didn't have that watermark on it, and wewere able to submit that image. and that worked fine because that was going to bethe image that google and amazon and these other shopping engines was actuallyshowing. and then when a shopper clicked on to that ad to bebrought to their site, the product page had the watermark on the image there. soif you do it that way, it should be okay. it has been awhile since i did ...since wedid that with that client, and they're no

longer a client of mine. so it may havechanged since then. google's changing there rules often. so i know that that'show it was. this was probably about, i want to say it was less than a year ago.so it worked out then. it might still work now. i say that it's worth ashot to try that. - okay. couple quick questions about sometags. vladimir asked, "can we put price in the title tag?" you can. it's not going tohurt you to do that if you want to, but keep in mind that your prices can changeover time. if something goes on sale or if you need to raise prices for any reason,then you would need to go in there and change the price on the title tags. soit's probably easier if you don't. just

leave your price in the productdescription on your product page. i know for feeds you have to include that, right?- yeah. - okay. so, yeah, like i said, you caninclude that in the title tag if you really want to, but the title tag is sortof permanent. once you change it, that's the way that it's going to be until you goin and change it again, so i would probably avoid doing that just because itmakes it easier for you. - and sean asked, how do you shoppingfeeds with apparel? this is something that we kind of talked a little aboutthroughout the presentation. i believe that there actually is a blog post onvolusion that talks about this

specifically, just how to customize it forapparel because we're going to be working with a bunch of different child productshere, and a child product is going to share a web page with the parent products.that's going to change a couple of things that we're doing here. we want to makesure that the images that we're submitting for the child products are actually goingto be the same image from the parent product, and the link would also be thesame. it's a little complicated to kind of go over right here. i'll probably ... i'llbe checking and making sure that there is a post that goes over this, and if noti'll be going over some information in a blog later on.

- okay. joe asked, "on alt text, what'sthe optimum number of characters?" this isn't something that has a character limitlike the title tag or the description tag. you can really put as many characters asyou want into a photo alt text. it's not going to hurt you, but just like any othertags, just like an h1 or really anything else you write on your site, try to keepit concise. you don't want to be running away with these gigantic tags that aredifficult to read, so just use the keywords that you need and don't get crazywith them. and then there's a couple questions about meta keywords. sara askedshould we delete the meta keywords if we've already put them in? you're notgoing to get penalized for having keywords

on your site, so the search engines won'tget you in trouble for that, but like i said, it can sort of give your competitorsa hint as to what words you're optimizing for of your own the product page already. you might as well just goahead and take them out. - and andrew asked, "do you recommend iuse the type of product in the product main, like popcorn rather than just theflavor?" that's something that i would always say is a good idea.- yeah, definitely. - yeah, you want to putas much information in there to describe the product as you can.

- yeah, definitely include it. - yeah, and that will helpyour seo as well - it describes the product,so make sure that it's there. yeah, just having ...if forexample, your product name is some cute name for popcorn, then, yeah, just makesure that it doesn't just say cheddar brand name. make sure that it also has theword popcorn in there because that's how search engines will knowwhat the product is. - right, and we have another question hereasking, "which is best, shopping feeds or google adwords?" i think you mean the ppctext ad campaign. it's going to be

different. shopping feeds and ppc are bothreally great resources to bring fast traffic to your site, but they work alittle differently, and they both have their own strengths. ppc is really goodfor getting your brand name out there and getting some kind of recognition that waybecause with ppc and text ads, we're able to tell google what search terms we wantto be showing up for. you can really cast a wider net with potential search terms,and you can gear out what you want ...how you want people to be brought to yoursite. shopping feeds are going to be product-based and very particular usingyour product information, your title and your description, so we're not able totell google what we want to show up for.

so it's going to be different just becauseof the way that shopping feeds work. we'll see ...we normally see across accountsthat they might have a lower cost per click, but fewer impressions as wellbecause with ppc you're able to kind of target a wider audience. so i definitelysay that they work differently. both are great. if you're able to run both andspend your money that way, you'll just only increase the amount of real estatethat you get on a search engine result page,which is great. - yep. okay, let's see. kellie says, "doesit matter if you have a lot of product names repeating certain words?" no, that'sfine. just make sure that your product

names are really descriptive. so if ...wehad an example about popcorn earlier. if you sell a ton of different kinds ofpopcorn, totally fine to use the word popcorn in all of your product names andyou should be doing that since that's what the product is. so it's okay to repeatthat word over and over again. just make sure that your names are reallydescriptive, and that they're different from each other. so as long as you don'thave a bunch of different product names that are exactly the same, you should befine. blue shirt, red shirt, green shirt, that kind of thing. that's okay just aslong as it's unique and descriptive. let's see. christina also said, "ss there acertain font that should be used when

creating a description for your productsso that search engines read it better?" nope. search engines don't care aboutfonts at all. they can't even read fonts. so don't worry about that. just make surethat whatever font you're using goes along with the design of your site and that it'sattractive and easy to read. - all right. we have just a few minutesleft here. jim asked, "are pngs better than jpegs?" this doesn't matter. it'sreally just about the quality of the photo. so if you only have it in one filetype, just as long as it's a good-looking photo, that should be fine. mark says, "wesell electronic parts where most people search for both a manufacturer name andthe part number. should i put the title

tag with manufacturer followed by the partnumber or vice versa?" i would say that as long as your working withinthat character limit, i don't think that it wouldmatter as much. i'd probably put the brand name first. - yeah. i would put the name first. - because that probably would have moresearch volume. - right.- for people looking the brand name. - yeah, and if they're both in there, thatfront loading issue with title tags isn't so huge. as long as they're both there,then both the number and the name will be

read, so deciding which one to put firstisn't a huge deal. just if that's ...if part numbers are something that you knowpeople are definitely searching for, then do include them, and it shouldn't mattertoo much where they go. - dana says, "what is the best way to useshopping feeds for child products?" this is something that i touched on a littlebit earlier when we were talking about apparel. i'll be writing a blog that kindof goes over some of that because it can get a little complicated and a little indepth and we're a little strapped for time here. let's see. jp says, "do you have anyresources to learn more about shopping feeds and how to optimize campaigns?that's something else we can address in a

blog as well. we can give out a list ofdifferent resources. google help is a great one. you can ...if you're justtyping in google shopping policies, that will take you to a google help articlethat will really help you with some of their rules. - yep, and volusion, like i said before,has a ton of resources for this, too. it's all over our blog, all over the webinarspage so you can learn really as much as you want. our support knowledge base alsohas a ton of articles on how to set up these things for yourself. and of courseyou can always get in touch with our marketing team, too, if you want helpsetting up your campaigns. we're going to

go ahead and wrap it up. so thanks so muchfor entering all those questions and for watching today, and adam, anything elseyou want to close up with? - no. i think that's it. thanks, guys. it has been great.- yep. happy selling!