Interview with Petworld founder, Denice Hagen

Denice Hagen, founder

Image source

For most 15 year old Norwegian girls, life is spent in the great outdoors and socializing with friends. But not Denice Hagen, founder of, an online pet store who at 15 years of age entered the Norwegian eCommerce market.

Now 19 years old, Denice is not only focusing on the growth of, but is also launching two new projects in the next 12 months.

This is a story of how passion, determination and an implement like hell attitude helped Denice create a 12+ million NOK per year online business.

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How I hacked my future


As long as I can remember, people kept asking me: “what do you want to be when you grow up?”. Deciding what you want to spend your time doing for the rest of your life is not something you do when you’re 16. Here in Norway, you have to make certain choices already in that age. I had no idea what I wanted to be. Perhaps a racedriver. Or a teacher, like my father? I flunked my senior year. So I had to retake a few subjects and take an entire year over again in high school.

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How An Idea Turned Into An Explosive Viral Post!

The literal meaning of “going viral”, is that your content has stirred up the audience so enormously, that it’s spreading like fire. It ends up being the very latest big thing on the Internet. It happens when your content is getting liked, retweeted, commented on, shared, blogged on, and is being talked about by everyone in the industry – something that earns you more views than you would ever have imagined.

The things mentioned above are nothing but a powerful result for your content and the brand’s reputation. However, it is rather unrealistic to make content viral just like that. What one should concentrate on is to make the content the most informative, fascinating and the most interesting online experience for their audience. Going viral is not at all about good fortune or luck. Instead a number of things go into it. This post is about how we turned an idea into one of the most comprehensive post for the SEO fraternity, which will be looked forward to as a very valuable and helpful source of study by experts and amateurs alike.

How it all started?

Our team was having a discussion on what is it that the SEO’s all around the world would be looking forward to know. Something that could prove to be a valuable resource and at the same time, budding SEO’s could actually come to know what are those things that their SEO idols do. The first thing one would like to know is their way of working. This includes a number of things, but what really drives our curiosity is the tools/plugins that they work with.

SEO Plugins are one the most compelling things in this industry, and to know which ones are being used by the prominent names in the industry would prove to be a boon for everyone. This gave us an idea of getting in touch with all the SEO experts around the globe and ask them what is it, in terms of plugins that they can’t live without while SEOing. We asked just one simple question:

“Which are those 3 SEO Browser Plugins/Extensions you simply can’t work without?”

Identifying the Participants

We knew that the answers to these questions would be looked upon as a valuable source to all experts and budding SEO’s alike. The question was simple, yet curiosity driving. The answers to these questions were all set to become valuable assets not only for us, but also for those who would be accessing them. This drove us to get the answers straight from the horses’ mouth. The people who are considered to be the assets of the SEO industry, contributing their valued information for the well-being of other co-SEO’s. Sounds like a great idea? Read on…

We made a list of all stalwarts in the online marketing industry who are considered to be the trend-setters. Those people who were regularly coming up with new posts, blogs and videos to educate people on SEO were the first choice, as many are looking forward to their advice on various aspects of the industry. This made the team prepare a whopping list of 280 experts for this post. We acquired their e-mails from their websites and social media and started sending them personalized emails.

Unfortunately, almost 38% of those on the list were unable to contribute, maybe because of a very tight schedule. However, we were overwhelmed to see the responses appearing on our inbox from the rest.

The Response

What we got in response, made us go dumbstruck! We had never imagined that 105 SEO experts would actually be gracious enough to share their favorite SEO plugins, and let the world know their desktop secrets. It was this massive response that made our endeavor a successful one. We received their contributions in absolutely no time after asking them the question. The contributors have actually helped in making this post viral.

The Contributors

All those in the SEO industry, would be able to identify the names of the contributors at once. Saying anything about these prominent names, would be an understatement.

The Contributors

The Contributors

The Making of the Post

As soon as we got the response, we started organizing all the data that had been received from all the contributors. We also filtered out the top 5 plugins, those which appeared commonly in all the contributions. This serves the purpose for all those who are looking for the top plugins used by SEO experts around the globe. The next thing was to make a compilation of all the feedback and present it along with the post. The idea behind the whole process is to come up with a post that could prove to be a valuable resource for eternity.

The team did exactly the same, and the post was created that carried pictures and messages of all the successful SEO experts. The idea behind the whole post was simple:

Know the Flow: One of the most important things to get the desired response for a post is that it should touch the audience in some way. The content has to inspire awe and trigger curiosity. The motive was to set an awakening, broadening of knowledge which could be cherished for a long time.

Value: The post should be used as an informative source that helps others in improve on their SEO tasks, understand things better and make valued decisions with the help of the information available.

Eventually, the team came up with a compelling post which was all set to create a buzz in the SEO industry.

Promoting the Post

It wasn’t very tough as the post itself is a guide for all those who want to know the best tools in the market to perform various SEO activities.

The reason why I am writing this particular post is because I wanted to share an idea. An idea, that if you have a valuable, an informative, and an engaging resource on hand there isn’t much marketing required, as it has all the capabilities of going viral. The post was an initiative to educate people, and the purpose was received very well by all the contributors. Half the job was done by them as they started sharing this post throughout their network. This made the post spread faster than lightning, and the count of visits was ticking up with each passing day.

We did not resort to any paid advertising. Instead we decided to promote it through our social profiles and it started spreading like wildfire. Read on to know the social networking figures.

The Virality

The team had never imagined that what started out as a mere idea to create a post to help out, would prove to be a massive hit among its readers. The post proved to be so successful, that it started receiving a stream of appreciating comments from all over. The count of likes, tweets and shares started going up with each passing day, and we are still counting.

All those who have read this, find it to be the most comprehensive and a very useful guide for those who would like to try out new plugins for their SEO projects. People are actually asking us for more of such posts which could give industry insights. We could now say that this post has actually turned out to be a linkable asset for us, for the number of times it is being shared on social networks.

Success Factors

I know very well, what you are looking out from the SEO’s perspective. Here are some of the most popular counts. Before mentioning them I would like to mention that this count is at the time of writing this segment of the post.

  • Links:   50+ including one from Search Engine Land
  • Google+ 1s:   437
  • Linkedin Shares:   149
  • Tweets:   375
  • Facebook:   238

And, if you want to have a look at the number of visits here is the graph. On the very next day of putting the post live we were overwhelmed to see the number of visits.

This was meant to be just that – another post. We had never thought that we would come up with a post that would manage to create a buzz.


Creating survey posts like this could take a lot of time, and the responses could be long-time pending from those whom you requested.

However, once you have created one, you’ll get tons of comments, shares and likes if found useful by your readers. By conducting surveys like this one, you and your readers could find out how your idols work, and also this shows what the audience is looking for. This response could serve as a platform to come up with more compelling posts and surveys.

Guest Author: Sanket Patel is the Founder of, a leading Internet Marketing Company specializing in content marketing and SEO Services. He has extensively researched on the ultimate recovery process of Panda/Penguin which is working successfully these days.

The Complete Best Practice Magento SEO Guide

Magento SEO guide

Download Magento SEO Guide (Plus Bonus Tips)

If you have a website, you will want to attract natural and organic traffic.

And as e-commerce platforms go, Magento is one of the best out-of-the-box solutions you will find for how to optimize your website for search engines.

To make the most out of your visibility in search engines, there are a number of search engine optimization (SEO) techniques within the Magento admin you can do to increase the potential of buyers finding your site and making a purchase. During the last five months, I’ve worked with a brand that has five websites in five different languages.

The following Magento SEO guide explains how several improvements lead to an increase in organic traffic from 4,200 visits to 28,800 visits and an increase in organic revenue from $57,000 to $395,000. organic traffic increase

Register your website with Google and Bing Webmaster Tools

Webmaster Tools provides insight into how Google and Bing see your site and if you have problems with it when they crawl your pages. Register your website in both Google Webmaster Tools and Bing Webmaster Tools  – Google will provide you with a ‘Google site verification’ tag and Bing will provide a ‘msvalidate’ tag. Copy and paste the HTML tag into the Magento admin. You can find this under System > Configuration > Design > Miscellaneous Scripts. webmaster tools field

Auto redirect base-URL to canonicalize your domain

It’s important that Google only find and index one version of your home page. If both and  can be accessed, your website will be penalized for site-wide duplicate content. You will need to redirect one to the other in Magento. The default setting in Magento is set at a 302 temporary redirect. A 302 temporary redirect will not pass on any link juice so you need to change this to a 301 permanent redirect. You can change this under System > Configuration > General > Web > URL Options and set “Auto-redirect to Base URL” to “Yes (301 Moved Permanently)”. autobase redirect url

Enable web server rewrites for user-friendly URLs

Having a user-friendly URL structure is important for both search engines and usability.In order to make sure your URL’s are user-friendly, visit System > Configuration > General > Web > Search Engine Optimization and set “Use Web Server Rewrites” to ‘Yes’. web server rewrite The difference in having a user-friendly URL structure compared to session based/ dynamic URLs can be seen below when we turned on the “Use Web Server Rewrites” setting, with the number of impressions in Google increasing immediately. search impressions In 2012, Atoll Paradise updated their URL structure to be more user-friendly and organic traffic increased by 350%. Over the course of twelve months this mean more than 420,000 visitors.

Prevent duplicate content by disabling category URLs

By default, Magento will use the category structure in the product URL. For example, a home furniture store may have a page URL However, you may have products that exist in multiple categories. For example,

The best URL structure here would be removes the category in the URL. To change the URL structure visit System > Configuration > General > Catalog > Catalog > Search Engine Optimization. You can then change the setting “Use Categories Path for Product URLs” to “No”. category path If you haven’t done so already, you can edit two further settings under “Search engine optimization”. Make sure that the following fields are set to “Yes”:

    • Create Permanent Redirect for old URLs if Url key changed
    • Use Canonical Link Meta Tag For Categories
    • Use Canonical Link Meta Tag For Products

Using the rel=canonical tag will stop your website being penalized for duplicate content. rel-canonical

Create and upload robots.txt file

A robots.txt file is a text file that help search engines determine which information on your site to index. As a default, there is no robots.txt file in Magento so you will need to create the robots.txt file yourself. By having a robots.txt file, you can prevent duplicate content issues and hide pages from search engines that you do not want indexed, such as CMS login, reports and files. A robots.txt file is set up for one domain. In order to install it, create a new text file in Notepad and save it as a robots and a “.txt” file. You can then upload the file to the web root of your server (ex, Here as an example of a standard Magento CMS based robots.txt file: robots txt file Simply copy the above and upload to the web root of your server.

Enable “Index, follow” to get your website found in search engines

It’s common that when you’re testing your website before launching, you hide the site from search engines so you enable “no index, nofollow”. But it’s also common that when you go live with your new website, you can forget to change it to “index, follow” or any other option that prevents your site being found in search. To ensure that your website is being indexed and links are followed, visit System > Configuration > General > Design > HTML Head > Default robots “Index, follow”. index follow

Create default Meta data to avoid duplicate content

As a default setting, Magento will leave your “default description” field blank, which means that both the default title tag and Meta description is missing. By leaving them blank, you may end up with hundreds or thousands of duplicate content issues on your site and Google will struggle to index certain pages. In order to set a default title tag and Meta description for pages that have yet to be optimized, you can visit System > Configuration > General > Design > HTML Head > Default description. default meta content

Using Rel=alternate hreflang for International rankings

For International websites, you will most likely have similar versions of your website in multiple languages. Google has provided a way for webmasters to not be penalized for duplicate content by creating the rel=alternate hreflang=X link attribute. By implementing this snippet into the <head> section of your website for each page that exists in a different language/ website, Google will be able to show the correct language and page in the search results. For example, if you have German websites for both and, you would implement the following snippet in the <head> section on both websites.

In order to get the most out of your International website, this should be implemented at page level site wide. For example, your product page would include a similar snippet:

By implementing these snippets, Google will then be able to show the Austrian page to searchers in Austria and the German page for searchers in Germany. To implement the rel=”alternate” hreflang snippet in Mangento, visit System > Configuration > General > Design > HTML Head > Miscellaneous Scripts. href lang At nameOn, we saw that the Norwegian website, which had the highest domain authority, was being ranked first in Google for branded searches. nameon SERP 1 Once we were able to implement rel=”alternate” hreflang on both the German and Norwegian websites, the German website was immediately positioned in the first spot, which has helped organic traffic grow in Germany. nameon SERP 2

Implement Google Analytics tracking code

Although not entirely related to SEO, tracking website visitors and site behavior is crucial to your businesses success. You will able to track which marketing activity generates revenue and from which country. Your Google Analytics profile ID will start with “UA” and be followed by several numbers. For example, UA-3465789-9. Paste your Google Analytics profile ID into the field and tracking will begin immediately. It’s easy to get started with Google Analytics and once you have created an account, you can visit System > Configuration > Sales > Google API > Google Analytics. google analyticsgoogle analytics For International websites, it is recommended that you implement cross-domain tracking so that you can avoid having your websites appear as sources under the referral traffic report. cross domain tracking

Default home page title tag

Another default setting in Magento will be the homepage title tag, which is set to “home”. You will need to edit this into a natural title tag that summarizes what your website is/ or does. To edit the home page title tag, visit CMS > Pages and once you find your home page, edit the “Page Title” field. default title tag In addition, you can edit the Meta Data tab (on the left) and update your home page Meta description. default meta description

Create an XML Sitemap and submit it to Webmaster Tools

Creating an XML sitemap allows Google and other search engines to find products, categories and pages on your website. It’s up to Google to determine whether or not your page belongs in the index but an XML sitemap will speed up the process of being indexed/ crawled. To set up an XML sitemap, visit Once you have your XML sitemap upload it to the root of your website (for example,, and submit the sitemap under “Catalog > Google sitemap” in Magento. xml sitemap You can also submit your XML sitemap to Google Webmaster tools and best practice is to include the XML sitemap in your robots.txt file too. Here is an example of how we included it at nameOn. xml sitemap robots txt When adding the XML sitemap to Google Webmaster Tools, we saw an immediate impact in the number of pages crawled by Google. crawl rate


No CMS is fully optimized for search engines and you will always need to further optimize your site to increase its visibility.

SEO is an ongoing process but the SEO tips used above only need to be addressed one time, which means you can instead focus your efforts on building your social media presence, creating content and optimizing conversion rates.

By following the Magento SEO tips above, more people will find your website in search engines and this will lead to an increase in visits and higher organic sales.

Looking for help with Magento? Visit the Magento blog for eCommerce tips and more.

Bonus section

Now that you have these Magento SEO tips set up to dominate the search engine results pages, it’s time to take your search engine optimization knowledge one step further. I’ve created a proven model that will boost your SEO traffic and revenue.

The three tier keyword conversion model helps you identify a wealth of keyword opportunities. I don’t always share my secrets; this is an exception.

Are you interested? (click the link below).

Organic Keyword Conversion Tracking in Google Analytics

Tracking revenue generated from each organic keyword is a common report ran by SEO’s for e-commerce stores. Google Analytics E-Commerce Tracking is a powerful report that makes budget allocation a lot easier as you can see which channels generate revenue.

Lead generation websites are different.

There is no on-site sale, no e-commerce tracking so therefore SEO’s need to be able to report the number of leads generated from their search efforts. The basic report in Google Analytics allows you to track conversion rate for any given keyword, but SEO’s also need to see which keyword generates the most leads by number, not a percentage.

The following explains how to set-up a custom Organic Keyword Conversion Tracking Report that provides data on visits, organic searches, goal completions and goal conversion rate.

1. Goal Tracking In Google Analytics

Before creating this report, it is important to have goal tracking implemented. Without website goals, your analytics loses purpose. Whether your websites goals are sales, to capture leads or download a PDF product sheet, the goals of your website should reflect your overall business goals. Setting up goals will show you exactly how many goals were achieved but also how they were achieved and through which channels.

To create a filter, you can visit Admin > Account List > Analytics profile > Goals

Google analytics goals

The most common goal is URL destination. For example, if you want to track the number of newsletter sign-ups on your website, once the newsletter form is submitted, the “thank you” page URL is usually In this case, you would enter /thank-you and click save.

2. Setting Up The Keyword Conversion Tracking Report

To create the Organic Keyword Conversion report, you will need to visit Traffic Sources > Search > Organic and click Customize:


To create the report, you will need to add metrics to Report Content. The metrics you need to add are:

  • Visits
  • Goal Completions
  • Goal Conversion Rate
  • Organic Searches

Note: If you do not add ‘organic searches’, the report will include keywords from your paid search campaigns.

You will then need to add ‘keywords’ to the Dimension Drilldowns section (you can ignore ‘filters’).

Custom report

You can now apply the Organic Keyword Conversion Tracking report to all profiles within your Google Analytics account and then click save.

3. Getting The Keyword Conversion Tracking Report Data

Once the report has been saved, the data will be presented.

Keyword tracking data

The report will show keywords based on visits to the website. You can filter by goal completions and to view all keywords that convert, change rows from ‘10’ to ‘100’ found at the bottom of the page.  As per usual, the report will automatically show data for the last 30 days.

Goal filtering

4. Exporting The Keyword Conversion Tracking Report Into Excel

Once you have the data, you can then export the Keyword Conversion Tracking Report to Excel and filter the report by branded and non-branded converting keywords. You can also use this data to find any increases in organic leads and view the progress of your SEO efforts.

The Keyword Conversion Tracking Report is a simple yet powerful report you can create to showcase your SEO investment is paying off.

Bonus: Convert more organic visitors

I want to help you increase your website conversion rates, so I’ve developed a keyword strategy that you can use to grow organic sales.

  • First: I’ve created a secret keyword strategy that will send your organic conversions through the roof
  • Second: This strategy is yours to download as a PDF (or for you to save it and print it out)
  • Third: I’m giving my strategy away, for free.

Does this sound good?