51ºÚÁϲ»´òìÈ

Transcript

Good morning. Good afternoon. Good evening. Wherever you may be joining us from. My name is Scott Rigby. I am the principal product marketing manager for 51ºÚÁϲ»´òìÈ Commerce across JPAC, and we are super excited to be able to welcome you here today. So today we’re going to be talking about seven ways to grow your e-commerce business organically. Who doesn’t want to grow their business using organic traffic rather than having to pay for traffic to your site? And so today we’re going to be diving into some great examples of how to be able to achieve that with your 51ºÚÁϲ»´òìÈ Commerce instance. If you could jump to the next slide for me, Corey, let’s talk about the agenda. So the agenda today, we’re going to be going through, obviously, the welcome. We’re going to do a presentation. We’re going to kind of walk through some best practices. We’re going to have our consultants are also a demonstration of how to put some of the best practice that you’re learning today into practice. And then lastly, we’re going to close with just talking about some upcoming events that you should be on your radar and hopefully registering for. We do encourage you for Q&A. There is a Q and A pod. Please ask questions. Please post them. We’re going to pause at different stages through this presentation to address them. So we encourage you to be active and participate. We’d love to hear your questions so that we can address them on the fly. And I know Corey’s eager to be able to do that. Just jumping to the next slide. So today, we’re really excited to have Corey Jealous. He’s a senior consultant around Commerce based out of the US. He runs a coffee and commerce webinar he’s been doing for a while, has been in this arena for a long time. So I’m going to hand across Corey to shared not only his background but also his knowledge and expertise for this presentation. Corey Awesome. Thanks, Scott. Appreciate it and welcome everybody. Thanks for taking the time out. I am not the one with the accent. I’ve decided that. So as we’re going to kind of go into this, hopefully you guys understand everything that I’m kind of calling out just now. There’s a little bit of an accent here, so just experience. Why? So I’ve been with 51ºÚÁϲ»´òìÈ now for a little over five years in this same role. So in the U.S., I lead the commerce practice specifically within our business advisory group. Essentially, my role is really designed to strategize with merchants around various commerce goals, initiatives, objectives, KPIs, etc. that they may have kind of usually falls into different buckets around UX UI, conversion rate optimization, SOCOM, anything. Obviously, with the platform itself and anything with third party modules, so ERP is PMS, etc., just kind of across the board different technologies that interlock or intersect with the commerce business and my kind of experience. So I’ve been in commerce for over 18 years, mainly kind of always in this role, this kind of been my passion is being more of in the strategic advisory side, but I’ve been also part of system integrators, leadership, augmentation, partner world. I did that for roughly about 12 ish years with two different agencies here in the U.S. Both were based in the New York and New Jersey region, which is the area that I’m in. So my most previous role as a chief operating officer of an agency here in New York essentially ran production teams or project managers, solution architects, etc… And we’ve kind of just been working with the platform since the inception of of 51ºÚÁϲ»´òìÈ Commerce slash Magento. So I’m very well versed on the platform itself and just kind of the nature of being in that world for so long, well versed on other platforms, though I am somewhat biased now at this point, so I’m going to cut camera off. I always feel like it’s just kind of easy as kind of I’m going through slides and whatnot. I’ll come back on in a little bit so you guys could see my face again once we kind of get underway and whatnot. So I’d like to kind of start off. So really, why organic growth? This is a fantastic kind of just start to everything organic growth aims to raise brand awareness. It’s to bring traffic to landing pages sites, build relationships and generate new leads through informative and valuable content. So, you know, I look at this as kind of organic growth is so impactful and it means so much. In all the research I’ve done throughout my career and the evolution of organic growth, there’s so many factors that are involved. So we’re breaking it down today into seven digestible pieces, as I’ll call it. But this is scratching the surface, right? We could be here for weeks, months if I decided to do that. And I don’t think that Scott is going to allow me to to speak for that long. So we’re going to kind of breaking into little chunks and pieces. We’re going to kind of walk through different segments of what I kind of designed is this seven ways to grow your business organically, right? So you’re going to be referencing things like direct to consumer B2B. I look at this as BD. Let me just kind of be clear about it. So if I say customers and you guys serve as buyers, however, that looks just always think of it. I’m always thinking and I’m always in the mindset of customer experience. What does that look like and how we can evolve that and how we can disrupt it in a good way, right? There’s disruption in a good way. Part of that is organic aspect. So while this is again tricky to keep in seven ways, research really does show that these seven ways really make an impact on organic growth for brands. As most of you know, search is the number one source of traffic for most websites, and I’m sure your data would state the same. The first one I’d like to cover is optimizing your website and what that may look like. So on page or on site optimization is all about optimize and optimizing the elements of your web pages, such as the title tag, Net, a description, header tags and URL structure to improve your visibility and relevance to search engines. Keyword research and optimization is finding the right keywords related to your business and incorporating them into your website’s content. And then add tags. Let’s not forget about the technical SEO impact of organic growth right? This is improving the technical aspects of your website, such as website, speed, mobile optimization and crawl ability to ensure that search engines can easily crawl and index your website, web page or pages which lead to higher ranking and drives traffic and round out optimizing your website link building is is kind of about acquiring links from other websites to improve that authority and credibility of your website in the eyes of search engines. So whether that is Google, Bing, etc., whichever your kind of main driver around that kind of thinking and this this contextual aspect so I search is that number one source of traffic for most websites, right? Focus on customer satisfaction offering excellent customer service and encourage customers to leave reviews During a lot of my one on one merchant sessions around SEO, customer satisfaction is always a little unknown nugget for SEO. Connecting with customers and understanding their preferences is not only great from a UX side, honestly, it also helps drive organic growth through search engines by way of seeing different stats like bounce rates, exit pages, etc. In addition to connecting from a virtual world, optimizing your website to rank well for local search queries such as by claiming your business on Google for business listing and getting listed in local directories is another way to continue that organic growth. Really. And you can kind of see this throughout the presentation. I’m not going to call it the stats, but these stats are very impactful. So what we kind of looked at in different types of areas and different researches through business wire, etc., we see that these stats are very impactful. So as you’re looking through and you’re thinking about what does this mean to my business, I definitely want to call that out and make sure your eyes gravitate towards the stats that are here as well. So, you know, in investing in content marketing or kind of the content side of everything, right, this is where you bring that sweet spot in. You’re bringing this and you’re kind of coming to life from from that side of it. So invest in content marketing, create valuable, relevant content that will attract potential customers or buyers and establish your brand as a thought leader. Content creation is producing high quality, relevant and regularly updated content that provides value to your audience. This is not a set it and forget it. Anything with SEO, you’re going to continue to hear hear me say this. But as shopper experiences, as market trends change and evolve, SEO needs to as well and tools like Chat GPT will help brands scale production, but we’ll also generate tons of low quality content. Brands will need to be original human researched content to stand out social media presence. Honestly, this is a huge factor right across the globe. This is something that I’ve continued to see as a industry type leading aspect from a research side and from organic growth. You may think, How is that possible? Right? Your website is what’s going to kind of drive that organic aspect. But kind of, as I mentioned before, the different channels, the different areas, different places that you kind of think about and what that might look like. So using social media platforms to engage with your audience and build your brand, which can also contribute to your website’s visibility and search results, utilize social media, create profiles on relevant social media platforms, and engage with your followers, share promotions and new products. Encourage that word of mouth. Offer incentives to customers. You know, refer friends, Refer to your business. Social media presence is a must, right? Using social media platforms like Facebook, Instagram, X, LinkedIn, etc. to engage with your audience. Building that strong brand presence on social media not only connects you with your customers, but it also enhances your website’s visibility in those search engine results, kind of, as I mentioned, in utilizing those, you know, so utilizing that social media, it creates compelling, you know, creating a compelling, compelling profile on relevant social media platforms that resonate with your target audience and regularly posts engaging content. Like I mentioned, include those promotions, include those new product launches. Could behind the scenes you kind of get that UGC flow in that store out there. So your user generated content essentially and kind of to to think about it all, looking at the end of it, research is also showing that word of mouth is a huge driver for conversions, not only with existing customers but new customers too. So leverage that power of word of mouth marketing by incentivizing customers to refer friends and families to your brand and offer discounts, loyalty points, or exclusive deals for that successful referrals, turning satisfied customers. And really what I like to call is kind of brand ambassadors for you coming to the wire here for these seven. And there’s a lot of the content that we have today is going to be really focused, fixated towards native capabilities within the 51ºÚÁϲ»´òìÈ Commerce platform. But it’s important to kind of think about what I like to show is kind of like the why and then the how. Right? So we’re talking a little bit more about the why here, but kind of jumping in to this last segment and then we’ll kind of kind of round this out and we’ll get into the demo portion. But I’m kind of these last two, these six and seven as quote unquote, the seven ways to grow. So diversify your marketing channels. Don’t rely solely on one marketing channel. Instead, experiment with different channels to find what works best for your business, right? So even though you have different industries, you have different target audiences, etc. And at the end of the day, sometimes you can categorization everything, you can categorization certain aspects of your business, certain aspects of your target audience, but experiment, see what’s working and see what’s not pivot. Get ready, change, do what you need to kind of do. And with that it’s continuously improve your offering. Keep up with market trends and customer demands, and continually to improve your products and your services. As your market evolves and changes, be prepared to adapt and adapt. Adaptability is one of the most critical pieces to echo, too. And as I kind of round this out, remember organic growth, there’s one thing to come away from this. It takes time and consistent effort. But with that dedication, with that hard work, you can see sustained success in the long term. So as you kind of put all of these pieces in. Right. And I know we talked about everything at a very, very high level, but as you kind of think through what that looks like for your business and most importantly, right, so your business, your brand. Yes. But ultimately, you’re here to make money, right? You’re here to ensure that you’re engaging with your audience. So what does this all look like for your audience? What are they on? Right. So maybe social media doesn’t make sense for your business. I would have a tough time with that and I would challenge that. But at the end of the day, maybe it doesn’t. Depending on who your audience is and how they really engage with you. And I like to kind of call this out. Okay, So data type tools and analytic type tools are really part of that, that that essence essentially. So business intelligence tools, analytic aspects, those types of things are absolutely critical to understanding who your target audience is. Really and who is shopping with you and who’s converting ultimately. So who is coming to it and who’s actually going through that purchase funnel essentially. So things like search console too. So for those that use Google and kind of focus premiere on gold on Google, it’s obviously doing things with search console, kind of following what Google is doing. But these business intelligence will give you that depth and that breadth of who your customers are, who your buyers are. The same thing with kind of the analytic ask access as well. So I’d like to kind of call these out because I do think they’re absolutely critical. They’re very important to note here. All right. With that, hopefully everybody’s ready to kind of get into the demo here. So I’m going to shut down the presentation and I’ll kind of bounce back and forth. We kind of talked about that a little bit before. But essentially what I wanted to start with is I did want to just kind of simply start with right off the bat, just around certain things. When it comes to your SEO and what’s native to you, what’s available to you essentially. So just give me one second here, make sure we’re all tuned you can we go? Okay. So the first thing that I want to kind of go through simple digestible native capabilities, best practices that are part of the platform, I want to talk about metadata. So metadata that realistically from a search engine perspective, really is going to focus in on the meta title matter description. Right. The other aspect is the medic keyword Sue. So I’ll kind of refer to Google just for a second here. So I’ll kind of play with them for just one sec. So with Google, the keywords are somewhat obsolete now. So I usually say this to anybody that is asking me some questions about what matter keywords. Honestly, you never know what Google might do at some point. You never know what any search engine is going to do at some point. So there’s no negative impact from the Google site, at least if you have keywords in there. And what I mean is and I’ll kind of show it to you in just a second, but it’s a common delimited keyword list that you utilize for certain search terms, essentially. So we’re going to kind of walk through that and it’s walk through some site generation and how to kind of set that up and walk through some search engine robot. So no index and follow aspects and disallow. We’ll also go through some URL rewrites and we’ll also go through canonical zation. So common organization is definitely very important. Those of you that have multi stores, multi views, if you’re in multiple countries etc., you might have the same product URL. So you obviously don’t want to get in with duplicate content. So conclusion, definitely something that I think is critical and I’m going to show you kind of the native capabilities within the platform and how to with the platform essentially. So as you kind of have questions or anything like that, you can drop them in that Q&A. I’m going to get your questions, I promise. But we’ll kind of start off really kind of in a simple area. So I’m going to go to my homepage. So I’m going to talk about my fictitious brand super quick here, fictitious brand, my Lumia brand. So we are a wellness fitness and wellness company. I basically segment my business into a few different targets. So I have my target is general fitness enthusiasts. I have folks that I enjoy and are really into the yoga. So now in this day and then I have other folks that are into weightlifting. So weightlifters essentially those that are pushing some heavy weight, etc. and that’s the segments that I kind of create here. So my homepage is designed to be that way. So it makes it a little bit tricky for me to really, truly get content built to in from an audio side, really kind of built into a way that I think is going to be digestible from search engine perspective. So I’m going to start just with my homepage specifically now, and I’m actually going to go through my summer sale page. So I know for some of the region that’s on the call, summer is now coming to an end, you guys are going into autumn, etc. But for my homepage, just to start there, super simple. What I’ve done with my homepage is from a search engine optimization. So where I am right now, just to give that and take one step back, just a quick plug here I am operating on two, four, five. Everything that you are seeing right now and that you’re going to see today is a native capability within the 51ºÚÁϲ»´òìÈ Commerce platform. There is nothing that is either hardcoded or is an extension based, so I just want to call that out quick. From my content side, you can essentially see what my page looks like. So I’m utilizing Page Builder. I have some dynamic content that’s in you basically that pulls in based on my different segments. I do the same thing with my product block, etc. or really kind of what I want to hone in on here. So I’m going to pull this back up for just a second. From the content side is the search engine optimization. So every single one of your content pages that you create within 51ºÚÁϲ»´òìÈ Commerce has this dropdown in it. It has a search engine optimization here. If you pull this open, you basically will see all aspects of what you could potentially manipulate a little bit when it comes to the search engine optimization. So whether you are lucky, geometric title to your menu description, etc… So if you kind of hone in right here on my browser, you can actually see the looming fitness and wellness that’s up here that’s exactly identified right through here too. So if I ever change that, if I wanted to adjust that to something else, maybe I wanted to kind of call out that we target different fitness groups, etc. We can call that out in there too. Same thing with the matter description. So a few little strategy notes that I put here. So some of the things when it comes to like Google is, you know, just make sure you’re mindful of your character limit. So Google kind of calls out different things. And again, depending on where you are in the world, you might have a different browser that it focuses on. Here’s the one thing I do know is absolutely true is mobile. Mobile is definitely top right. So everyone is coming to websites on a mobile device. Mobile device does not have such a very large area on a search engine of what this description might look like. So as much as Google is like, Hey, make sure you’re in 170 character limit, 180, 200 or any search engine kind of calls it out. What I would say is think about your target audience. Think about who’s coming to you, Does your demographic and is your demographic that demographic that is typically coming to you from the mobile device? Because if they are, that’s where I would say that matter description should be a little bit more condensed just because when you’re on a mobile device, this might get cut off around like only your ambition essentially could get cut off from there on. So you do want to make sure from a character limit, you’re just being mindful of that when you’re putting an embedded description in there. The same thing with the meta title to make sure it’s something that’s kind of pushed out there a little bit. But essentially with your pages, this is exactly kind of how you manage them. I’m going to show you another page here. And so my other page that I have is my summer sales event page, my summer sales event page. I know we’re coming out of summer for for most of you guys, but for summer sales, the way that I had mine set up is essentially I had this built off of a few different dynamic aspects. So you could see in my summer sales I just have a bunch of content that’s within here. It’s because I segment my content out again. If I go to the front end of my site now, I quickly just pull up my summer sales event page. You’ll actually see I’m not showcasing all that content that you saw. Essentially, I’m bringing in what content is relevant to this significant target audience that’s logged in here. That’s basically when shopping with me, you can see it’s all focused on weight lifting, essentially. That’s what that segment is. That’s here. What’s most important, again, kind of if I pull this back up and we look beneath the fold here, but it so our search engine optimization kind of the same things. So it’s the meta title, it is the description. You can see that I do not have keywords, I do have a few different other areas where I do have keywords in here. Like I mentioned, if you have keywords, that’s okay. So if you already have them implicated or if you already have them in there, don’t be too worried. I would say just take a look at what your search engines are that typically serve your traffic just because be mindful of what they’re kind of their prohibits are and what they’re looking for. Specific. I know within Google there is no negative connotation to this within Bing etc. there’s no negative implication of having many keywords. And again, as I mentioned, what I typically I shy a little bit away from is removing it because who knows what a search engine would do in the future. They might come back and say, you know what, we’re going to start measuring based on keywords to so many keywords used to be way, way bigger back in the day, used to be a big part of an SEO factor. But basically everything that you see here, even from that description side, you can kind of see you can adjust this, you can just write a bit more if you wanted to. Again, better description work strategy side, just make sure that it’s quick. It’s, it’s, it’s a synopsis of what that page is going to be, you know something that is super digestible again especially from a mobile device being quick to essentially other areas. So from meta information, essentially across the board, from a front end perspective, you have the ability to add matter information. I have a little and a quick way to a quick little way that you can absolutely do this from an automated fashion to I’m going to kind of come to that in just a second. So as a plug there quickly, though, you don’t have to manually do this on every single page. There is a way that we could put this in. So you have it across the board and then you can adjust as you need to. But they kind of come back here. Next thing I want to quickly show is just around the catalog side. So your products, your categories, etc., all those, you definitely want to also have met information with. This is essentially what you’re selling. These are your products, these are your services. This is definitely impactful in an important area. So I’ll come in here. I’m going to search for something specific here. So I’m going to pull my weight bench, going to pull this in here. So I’m just going into the edit, so I’m just in a specific product on the AB inside right now. I’m going to bypass most of this stuff. So nothing I really kind of want to show you guys on this side of it just yet. What I really want to focus in on is the search engine optimization again here. So I pull this down and I’m going to show you a little bit here. So again, same kind of ideation here. We have a title, right? We’re calling this out specifically. So I’m saying adjustable weight bench here at the top of it. The product name is called Weight Bench. So I’m being a little bit more descriptive. Am I met a title because I want Google to see that. I want the search engine to see that and kind of verify that because all the content that I have on the site is around adjustable weight bench. So keywords wise, you could see I do have it in here because back in the day this product was available and was active when keywords were absolutely a factor with search engine optimization. So I kept those in there because as I mentioned, no negative impacts. I’m not going to remove them until I do see some sort of negative impact and that won’t happen. So the other point of this is the matter. Description. Again, a quick synopsis of what this page is, what this product essentially is here just telling you kind of get a versatile and effective workout with an adjustable weight bench target, different, etc… So again, making it a little bit and you can even see that that a description should optimally between 150 and 60 characters. What we’ve done with this side of on the 51ºÚÁϲ»´òìÈ Commerce side and the 51ºÚÁϲ»´òìÈ side is we’re mindful that most folks are coming to the sites, coming to websites now from the mobile device. So it’s making that content much more digestible. And let’s just take a look. So categories wise, so that’s our product side. We did the content side of it, so content pages, landing pages. I’m also down obviously the home page, so kind of rounded out, right? We’ll stick with that summer theme, especially again kind of coming into autumn, those that are in a colder region. You guys know what I’m saying around this kind of missing summer with the summer sale side here with our category search engine optimization, again, same idea. So we had that title, we had that better description. I always kind of call this out from a strategy side, make sure that this is descriptive is response to what is on the page. It should not be something that’s differentiated. They should very, very much so be close to each other, close in what the matter description is, to what the description of the page is, etc. So you just kind of make sure that those are aligned. You don’t want those to be different because that can negatively impact you from an echo or from an organic growth side of it as well. Okay. Next slide. And this is what kind of what I was mentioning before. So how do you amass these fields? Right. So I get the question, Corey. We have thousands of products. We have tens of thousands. We have hundreds of thousands. We have 1,000,002 million SKUs. We have hundreds of thousands of pages. We have all these different aspects. How can I go into this? And I could basically just do it, wear a mask in there somehow from what product descriptions I have or I want to do it based off of anything that’s within my product taxonomy or anything that’s within my content segment itself. So there is a way so those that are not familiar with it underneath your stores, underneath their configuration side or their stores configuration go into their side, you have a few different areas. So the area I’m going to really focus in on today is going to be that catalog side. So I’m just going to pull this up when you go right into catalog. And in this side, I’m going to go into catalog catalogs, the stores, configuration catalog, catalog. If you guys are this is being recorded so you can look back at it. But this is also in all of our experienced league documents as well. So if you look at best deal best practices within our experiences for commerce, it’ll lead you right to all of these places that I’m going to. So, you know, there’s not too much of a needle in a haystack here. You guys are going to be able to find things relatively quickly. So within the mask or adjacent auto generation, that’s the product field, auto generation here. So I’m going to pop this open. So again, I’m in catalog, catalog, product fields, auto generation. You can see here basically what’s being done is squiggly line, squiggly lines. I’m pulling in different product attributes, different product taxonomy, essentially. So for my matter title itself, what I’m doing is I’m basically pulling in the product name, right? That makes perfect sense. You typically would do something like that. You might want to change this if your products, their name themselves might be an ID number, but something that’s a little bit more friendly towards SEO, you might want to pull in a different attribute there. So you can absolutely do that. You can pull in multiple attributes. If you did, this is like a dash or something like that. All you have to do is just uncheck this and say, you know, again, you can do squiggly lines, take line, pull in whatever else you might be. So if you’re like, we want to pull in short description, you can do it just like this, pull it in that way, squiggly lines with the line and you’ll basically kind of call that out or close that out. So you can absolutely do it this way. The same thing with metadata in the title as well, or keywords. Again, I know it’s not too relevant where you got to do the same thing here at a comma. We can pull in like color essentially here you can pull in, say another thing, you can say size, etc., etc. You got to pull all those different types of things in there. Same thing here with that mask formatted description here is something like this. We might want to hyphen it, We may want to say yes, but we also want to add that in there and basically have it just look like this. So this will pull that in as well. If you have this set as just use this, the value default is going to be name, it’s going to be name and description for the amount description inside of it as well. But this will auto generate. So what that means is that if I go back to any of my product pages, right, and any product page that doesn’t have that net information filled in, it will pull in this. You’re not going to see it there, but it will all be overwritten if you do enter something in manually. So if I were to and I can come back to this, I’ll just go back to a product on here on the inside. Let’s pull something else here. Let’s see if I have anything for this fusion treadmill that was here at the top. So for this one and I’ll show this from the front inside to you so we can really kind of get a good sense of what that might look like if I don’t have any echo here. Okay, so I do MCO here, but let’s just say I kind of removed any of that. Essentially, if this was empty, if this was null, essentially it will pull in that match generated. But if there is something entered into there, it will use that instead. So the priority is whatever is in these fields would definitely be pulled in for that matter. Information. If it’s empty, that’s when that masking will come into play. So it’s kind of a neat feature of being able to cut. What I typically say is like you get your foot in the door for SEO, for an impact, for meta information, for meta description, get a title, you get your foot in the door, it’s best to obviously go engineering really augmented to really kind of make it more specific and a little bit more friendly towards SEO. All kind of say it from that side of the boat. All right, awesome. So that’s the meta information that’s kind of every which way that you can think of. Like I said, your static blocks, your dynamic content, your content pages, all of those factors from a meta description, meta title are absolutely possible within 51ºÚÁϲ»´òìÈ Commerce natively. And again, you do have that ability to mass that as well. Next site Sitemap Generation. So I’ll say it from the Google site again, think of your specific search engine browser, but from Google side, they love it when you provide them a sitemap. It Google’s going to crawl your site, right? Ultimately it’s going to happen to search engines, crawl sites. They have bots that go out there. They even sometimes have identifiers around layouts. And what that looks like from a user experience side. So the Google bots are going to do that. The bots themselves, search engine bots are going to do that themselves anyways. But if you have a site map, you give yourself a little bit of a leg up. You are telling the search engine that you are kind of playing with them. You’re giving them that, that ability to to digest and see what your site map looks like within 51ºÚÁϲ»´òìÈ Commerce. Fantastic idea here is just to create that, right. Keep it super simple. So I’ll show you just where this is. So if you are, you know, you might have a question right away right now, are we generating one? Do we have one available? Super easy way to find out. Go through your marketing tab. Go down here and underneath SEO in search you’ll see. Sitemap So here’s mine. Mine’s generated every night for me. Right now it’s 10:00 at night, so this will be generated in the next 2 hours for tomorrow for me. So I’m in the future right now. Are you guys are in the future? I’m back in the past right now because I think most of you guys are in on March 20th right now. So the way mine’s going to work is is tonight. It will run around midnight my time and it’s going to generate my new file essentially here. So I’ll have a new site map that’s generated Now with Google, you can use search console. You know, basically what you do are Web that used to be formerly Webmaster Tools. So search console, you can say to Google, this is where my site map is. Your site map will look similar to what this looks like. I’ll pull it up super quick. Basically, this is what it’s going to look like. You can see when it was adjusted last, what priorities you had, etc… So you kind of have everything here that’s going to be noted inside of that search map and we’re also going to have to is within Google, especially within search console. It will also tell you if you have any 400 errors, if you have any, you know, 300 errors, etc., just to make sure that you do not have pages that are going to fall for you, do not want to have elongated long period time of 4004 pages. That does absolutely impact your ranking. Most cases most times that I do any sort of SEO analysis on websites and they’re saying we’re seeing a significant drop in traffic. It typically is because they’ve had consistent for four pages you do not want to have for a four page. So the best way to do that and to mitigate that is to ensure that you’re using something like a sitemap generation, but also ensuring that you have the one redirects in place and so forth, so on. Just make sure you kind of have all those in there and in place. So how do you actually make sure that this is happening nightly? So here is the sitemap when you first start this and if you have to create a new one, simple enough, you add a new sitemap and you basically call the file path. So if you’re going to just do site metrics and now what that path might look like and then your store view too. So if you have multi stores on mine, you can see a default star view and then if any a store view, you do want to make sure that you’re creating it based on each one of your store views that does help you with again, that SEO impact for any multi store set up, canonical zation, duplicate content, etc… And then once you say that and you generate it again, you’ll see that first time generation, you can always go in here and you can manually generate two. So you can see the button here. If I want to generate this right now, you absolutely could. But how do you do that each day essentially set up through the current job or through your scheduler? So if you go back in your stores, go to your configuration kind of same area. So we’re going to pull this back up, we’re going to catalog. The difference here is we’re going to go to x email sitemap. So it’s titled pretty appropriately here. You go into that site map generation, you’ll see all of these different options. So you do I’ll just quickly go through the categories, ones, the products, CMS, pages, etc… They’re the same. You could tell Google, you tell a search engine that you are generating it every time in to make it a priority. So you could say I’m making it every day or so forth, so on. So like in mine you can actually see the change frequency is basically noted as daily, so port, so on. So you can tell the search and you can say within your site map how frequent this page will be updated. You know, typically like a home page, you might say that you’re going to update the daily products categories. You might not update daily. So you might want to change this and say, you know what, Instead of that, we’re actually doing it weekly, we’re doing it monthly. It’s I wouldn’t say that this is super critical, super important. There’s a reason why we kind of system default that the daily because do you do we actually know if Google do we know if a search engine is actually utilizing that. No but it doesn’t hurt. And if Google does use it, our search engine does use it. You’re kind of playing with them again. You’re just kind of following those best practices that are noted out there. Really important part is the generation settings. So you do want to make sure that this is set to be enabled and you also want to generate it kind of whichever works for you. So mine, I do it at midnight my time. You could do this at 1:00 in the morning. You could do this at any time that you’re looking at. You can essentially run this. And I’m doing frequency of daily too. So I’m saying that I want this to be sent daily. And then I do have this where if it fails, for whatever the reason might be, I get an email that gets fired off to me that says My my sitemap generation failed so I could go in there and take a look and see what’s going on that way. Again, I’m staying kind of up to date with what’s going on and letting Google know I’m always constantly looking at this kind of help. We can build that organic aspect to it. So that’s kind of the sitemap aspect. That’s kind of everything that I usually call for it for your robot side. So robots basically is you given the ability to say to specific bots that you don’t want a page, a section, etc. to be crawled. Usually that should be respected, it should be adhered to. So if you do have something like that, I’m going to show you quickly how you can do that and how you can add that into there. So if you have a development team that says they would need to do this for you, this is a native capability within the platform that you are able to do that same thing as a sitemap and everything else we kind of walk through here. So for the search engine robots, you go into content, you go into the design side and you go to configuration, you’ll select specifically your website. So in my case, again, I have one website with two store to web stores and to store views. So what I’m going to do is I’m going to go to the top level on my website here. I’m going to go into edit this and within here I’ll go down to my search engine robots. So first off, I am telling Google that I want it to index and telling my search engines. Essentially, I want you to index, I want you to follow my site. You do have the ability to say index, no file, no index, etc. You essentially do have the ability to tell different bots that you don’t want it to do anything. You also have specific instructions. So in this case you can see how I’m doing for user agent. I’m disallowing checkout. I’m saying for about a you cannot go into my checkout page itself. That’s specifically the my URL forward slash checkout forward slash is my checkout page. So if I wanted to go in this and said, you know what, I also want to do a disallow and I want to do it on my blog, I can put that in there too. Or if I was like, you know, I want to also do a disallow and I want to do this based on, let’s say, company management, right? So I have a page that specific towards like B2B focused aspects and I’m doing company management. I could disallow that as well. Essentially just means that this won’t be crawled by a when it comes to this site, I’m telling it, no, you are not allowed to do this based on this user agent. So you do have the ability to actually do this. You don’t need to do it through the the index file or anything like that. You can do it directly here on the page and this will be respected on that front end phase two from from that search engine. But that’s a good way to do it. All right. Coming down the wire for some of the demo and then we’ll kind of come back, we’ll do some Q&A and so forth, so on. So I want to talk about you were all rewrites. I think it’s absolutely important you will rewrites if you ever change category names, product names, etc., if you move products around, if you shift them around anything like that, you absolutely want to make sure that there you are. All right. So I kind of called it out before, went through a little bit quick, but essentially those three or one redirects you do not want for all four pages. If you do have a404 page, there is probably a setting that’s been missed here. So I’m going to show you just simply where to set it first, and I’m just going to show you my URL rewrites after that. But super simple and I’m going to show you canonical zation here to underneath your stores, underneath your configuration. We’re going to kind of come back here. We’re going to go specifically again into catalog and within catalog, we’re going to go back into catalog again. And this side of it we’re going to go to specifically is your search engine optimization. So your search engine optimization. So a few things that are about this. This is kind of what I wanted to call before. So first off, creating permanent redirects you URLs for if you were changed. I had this set to Yes, absolutely. Because I do want that to be in place. If I’m changing something specific on a product that has been like that has been indexed or a category or a page, I absolutely want a URL rewrite created. That way. If the old URL is in a landing page, if it’s been indexed before and the new one has not been indexed just yet, it will redirect to this page. So this. Absolutely. Again, I’m keeping this space system value is yes, around this the same thing with the category of product. So we are creating URL rewrites around categories and products and so forth, so on. So this basically gives you a friendly looking URL as well. So I’m going to show you in the URL rewrites and in just a second. But basically whenever you create a product, it usually is a unique idea as the full URL. So you have something like that. The other point too is just the canonical zation. So everything that you have, I have a single store of use. That’s why you don’t see the set here. But you also have the ability to do canonical URLs, canonical link meta tags for categories and for products. So again, priority for products and so forth. So on that you might have potential duplicate content and having that out there, everything else in areas kind of it’s relatively straightforward, but you can see all the different types of aspects that you have available to you and this as well. So you are all rewrites. Let’s say you did want to create your own, anything like that underneath marketing, underneath SEO and search you have, you were all rewrites here. So a good example of just to get that unique ID too. So you could see weightlifting, VIP sale, home gym installation. This is typically what that actually looks like. That is what the target pad actually is. So you do want you URL rewrites to make sure that it looks friendly, it looks user friendly. So when you look at the overall, it’s just not some unique idiots. Instead, it kind of showcases this whole thing. So every single of them you could see in there, if you ever at any point in time were like, You know what? I have to create a URL rewrite or on something else. You can absolutely go into this add URL rewrite. You could say, Is it for a product custom? Is it for a CMS page? You can also say what store this is and you can also say, is it a temporary or is it a permanent? So three, two, one or 302 Essentially, can also do 301 wild cards too. So if you have pages that or products that are going offline where you still want them to go to a specific category, you can create what’s called a301 wild card redirect essentially or through to a wildcard redirect. Okay, you’re all rewrites. That was the canonical zation. Again, all these aspects are definitely critical, right? You want to make sure you have kind of all these pieces from at least the website side. And I know that’s what we really focused on. We didn’t go through like social media demos or anything like obviously for obvious reasons, we’re not going to, but these are these native tools that are available to you within the platform that you absolutely can utilize and you should be utilizing as well. So with that, we pulled back open the presentation here and I’ll do a quick little plug that we have for you guys too, and then I’m going to pass it over to Scott just for a few minutes. So let me pull this back up. So just a quick plug around resources that are available to you guys. So Unexperienced What you guys got there to just a few points. So one, we have two new resources that we’d love to share. First is our merchant site assessment tool. This is live on 51ºÚÁϲ»´òìÈ Experience. It is an interactive site assessment that helps you identify any UX UI gaps on your website. In a walk through questions about your what your site’s customer experience and usability, check out on payments, priority visibility and logistics. Once completed, you’ll be provided with a report directly on screen with recommendations on how you can improve that customer experience. You will also receive the report via email as well, which you can share with different members of your team, developers that size, ET, etc… Secondly, we continue to keep refreshing our short demo videos. So in these videos editorial section on experience, you’ll now find a full library of short demo videos about our core features. So similar to what I went through today and how to use new capabilities. So definitely I would highly recommend take a look at these on experience league and with that. Scott, let me pass this over to you for your plug. Thanks, Corey. I was going to use the plug as well. Yeah, sorry. Talking about plugging, we’ve got 51ºÚÁϲ»´òìÈ Summit. That is happening next week, so we encourage you. So this is obviously our big event in the US, but all of the content is actually going to be available online and digital on demand. So you can either watch it live stream, but you can also then go and watch it after it happens. There’s going to be a few few weeks as we sort of write the content, so we encourage you to watch it all. You can livestream the QR code is in the top right corner there. Corey If you just jump to the next slide, there’s a quite a few tracks, particularly around commerce, that you would love to be able to check out. We’ve got some amazing stories coming through Coca-Cola and what they’re doing in LatAm in Africa. I know we got some stories from Canada as well. I encourage you to go and check out the content, register for the event. And and hopefully we’ll we’ll see you online. So I’m going to hand it back to Cory now. He’s busy checking to see if there’s any questions in the pod. I don’t think I saw any, but if you’ve got any questions, please, please post them. Corey’s here to kind of share his knowledge and expertise. So if you have any questions on kind of what Corey’s posted so far, then please, please feel free to interact with us. We would love to address any of those questions you might have. Thanks for. Yeah, no worries. Appreciate that. Yeah, I’m excited about Summit. I will be there next week too. I’m hosting a customer merchant roundtable session. I’m really excited about that stuff that we’ve been doing in the US a few times, so I’m really excited about that. And just meeting with customers too. I feel like even back in the Magento ecosystem days, I’ve been to quite a few of them, so it’s been a it’s been exciting for sure. So we did have a few questions that came in during registration and then I’ll basically just kind of regurgitate back up and I kind of tried touch it on most of those as I was walking through the demo and some of the deck as well. So one of the questions that came in was really around this this concept should we be optimizing metadata for mobile or desktop? So I was touching on that before, but basically, you know, the answer is it does depend, right. It depends on what your traffic shows are. Are you seeing that the majority of your customers are coming from mobile? Are you seeing that that’s the significant amount of your traffic? Because if it is, then again, I would be I would challenge that 160 character limit or whatever that might look like, because think about your mobile device. On your mobile device, do a search looking at Google, look in your search browser and see kind of what specifically, how many keywords are there, how many characters are there. Essentially, overall, it’s important to take a multi device approach, right? I’m not saying that the meta optimization and metadata optimization, you know, making sure that they’re, you know, really updated and adjusted for both a desktop and a mobile, etc… But you kind of want to look at your your audience specifically. So you know ultimately it is yes but it could be it depends on what your traffic really shows. You know at the end of the day, another question that I saw that I thought was really good to and it’s something that I am very challenged with often when I’m speaking to merchants is just around the idea of like, you know, we have we have what? We have light bandwidth, right? We don’t have a lot of bandwidth. We are a small team. We are a small commerce team. Honestly, when I supported all across the globe, it was the same concept. Everyone kind of said the same thing. We have a small team, we have three of us, we wear many hats, etc. So what would we prioritize from an SEO? And I perceive this question a lot. Smaller teams, how can we do that? And keyword research being important, ensuring you conduct the research around keywords, what are high value keywords for your business? They can help kind of boost that organic traffic, optimizing your on site page elements, right? So it’s kind of what we walk through. It’s that matter titles, it’s the matter description. It’s even from a UX side, it’s from headers, it’s from content, it’s display of everything too. It’s making sure you have things in a very formatted way. Again, mobile, right? Similar to the to the question before mobile. Absolutely. Look at your site on mobile. Just make sure it kind of from that side that how you read your site is what your your kind of customer would see it as too you don’t want it to be disruptive. Right. And what the bots are typically the bots are becoming more educated now. So as they evolve and that evolution happens, you want to make sure that you are prepped and you are ready for it. So from a UI perspective or a buyer experience, user experience to that kind of user interface type of area, making sure that that layout makes sense and that it’s very easy. And I’ve also seen like high impact from high question links to sites from iterative sources essentially. So it’s it’s kind of that back like inside of it to make sure you have that brand and domain authority. Obviously it’s very critical too. So if you have a domain that you’ve had for a long period of time, that’s a great thing. It’s a great factor. It doesn’t mean that you’re bad if you don’t have it and you just start dating or you have a new domain. But if you had that brand authority, I would. I would. And I know I’ve used this term a few times, but I would challenge yourself if you ever think about changing it. Right, see what kind of domain authority you have and what that looks like. All right. Let me see what the other one that was here. Okay. So basically was around duplicate content. So is how can we assure that our site is not flagged for duplicate content, especially when we have the same products in multiple categories. So great question. Canonical zation. I kind of walked through that before, but it’s making sure that you have that canonical you are all set up. So it kind of it solves that problem for for duplicate content. Most cases most merchants most businesses do merchandise products in multiple categories, featured category sale category, product recommendations, etc. etc., etc… You know, essentially you can have it where the primary or the original version is what’s going to be utilized. So if you have everything trimmed down and it’s just simply the product URL, right? Without the categories inside of that URL structure, it will use that if you have it as it originated in a specific category or structure, it will always kind of fall back to that. So it’s that kind of analyzation that’s really going to help around that. Let me see here. There was one other one, so I don’t know if I got to too much of this, but what tools or automated processes do I recommend to measure performance over time? So this is a tough question just because, again, different regions, you guys have different search browsers, etc. But honestly, it’s important to remember that SEO is not a set it and forget it. So measuring it, monitoring it is absolutely critical. So analytic tools, any sort of thing that you can do with like search engine monetization. So you know, again with Google, I’d say from that side you have search console, you can obviously identify follow that is as you know to everything that you can. But it’s also looking at different things within your analytics. Look at bounce rates, look at exit pages. Are you seeing an increase? Are you seeing an influx, Are you seeing anything with Page not found? If you’re seeing that within analytics itself, try to identify that really quickly. That is the biggest culprit to a downfall in that side of your ranking going down in the search ranking, You know, as you start seeing that you’re faltering, typically I promise 70% of the time it has something to do with potential horror for us. It’s something to do with that or 500. Somewhere where there’s a page is simply not found. So search, console, etc. And honestly, I would round it out. One of the things that I would recommend you say checker tools, right? Use SEO checker type tools and there’s a lot of them that are in the U.S. so they might not be too specific for you guys. I use I check it out pro, I use some brush, I use kind of all the mainstream ones. I use free versions too. I don’t go in and I pay for it. But the paid versions are very, very robust. They’re really, really good. They also go through the entirety of the site for the free version that typically whatever the URLs that you put in. So if you put in the home page, that’s what it’s going to identify from. Those tools are really good to give you. Why I usually use multiple at the same time when I’m doing an essay on it is because I take what is commonly called out in each one of those reports. So if there’s the same five things called out in each of those reports, that’s probably indicative that those five things are causing some friction with your SEO. So those types of tools, anything like Lighthouse, any sort of site speed aspects to definitely kind of taking a look at those. So it’s kind of I know it’s a lot I know that’s a robust answer for that question, but I would be doing a disservice if I said, Hey, it’s just this one thing I’d take a look at that it is about moderates or a lot of different factors to it. Even as we went through things today with the seven kind of aspects of what you might look at from an organic growth side, there’s hundreds, there’s hundreds of different factors. I just kind of try to bucket them as best I could in that kind of seven aspect. So those were the questions I had. Scott I don’t know if anything else has come in through this. If you have anything, if anybody does have any questions, feel free to drop in. So there is one question. Ready? Ready. Thank you for asking It Is any native solutions for open growth parameters, especially images useful when sharing links on social media? So yes, I would say so for native solutions, I’m assuming this is referring to like UTM type code, right? And my understanding that right potentially and feel free to pop that back in God’s. Got it. Yeah, it is. There’s no additional information other than that. But yeah, same as UTM associated. Yeah. You could do things like UTM, usually like you could, you can find that through I wouldn’t say it’s directly through 51ºÚÁϲ»´òìÈ Commerce, but you could throw something in there like that. You could also do things like even from landing pages, right? You can make specialized landing pages per each one of, you know, specific social campaigns or specific campaigns that you might have going on. I usually say that from like at a B testing side, right? AB Testing from CQ X UI type strategies is absolutely critical. The way to kind of like somewhat semi bypass that is doing things like doing different types of specialized landing pages. So native type way, not image based, but you could do it through like a landing side, you could do it through like static blocks essentially. You could bring in different dynamic blocks based on where someone’s coming from. So you could do something like that. Appreciate the question. Thank you. Yeah, I think I think the market for us, Corey, we’re much on to putting up the poll and wrapping it up. Absolutely. I will turn it back over to you. Very good. Thank you, Tory. So hopefully, hopefully for most of you, the polls should be the polls should be launching. So a big thank you for joining us today. We’d love to get your your feedback around the content. We’re always looking to sort of and and reiterate tonight. But a big thank you for joining us today particularly thank you to Corey. So it’s pretty late for Corey’s by then on the East coast so a big thank you to Corey for joining us today to be able to support us and be able to share his knowledge and expertise and commerce and wishing him a great summit next week. And again, encouraging you all to join us at Summit next week across the 20th and 29th. We’d love to be able to see you and thank you. Right. And that’s for us today. Because everybody, thank you. Appreciate it. Thanks for that was really get some lots of love and appreciation off the offer that probably more than I’ve seen before. I see with all the thumbs up in the hearts and stuff like that. So. Okay toxic meeting. Yeah. Well we’ll share the reports. I think I’m probably 70 or 80 attended, which is a pretty good turnout considering that we had a reasonably short runway to be able to stand this up. So many thanks for supporting the the JPAC team and for staying up late for us. Yeah, no worries. Absolutely. It’s good. Good to help you guys. Good to support you guys. I’m happy to do it. And too bad I’m not going to see you next week, but yeah. I’d love to get you out some time too. I mean, I’d love that. Just. Just the money. Just tell Lonnie. Just listen, or you support us for this. And he’s part of the Interlochen Arts Combat area. Just make a reason to come there. Fantastic. I love it. Well, I would talk with you about it, but I’ll have a great summer next week. And thanks again. Yeah, no worries. I appreciate you. Have a good one. Thanks. Thanks, Corey. Just a.