spooky good technical seo for e-commerce sites - adam dince

© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

Spooky Good Technical SEO for E-Commerce SitesSearch Snippets #1010/30/2013


Current Head of SEO & SMO - Deluxe Director PR, Communications & Social Media

– MnSearch

Prior: VP, Director of Search and Content Strategy –

MWG iCrossing

@adamdince

http://www.adamdince.com

Intro – Adam Dince

Contributor to:


Today we’re going to discuss… Technical SEO tips for semantic search Navigation and canonical tips SEO tips for your CMS SEO tips for your Web servers

*All presented in 15 minutes

Thus, it is not an exhaustive list of best practices—just a few of the important ones


Technical SEO is table stakes

If it’s worth building, it’s worth finding.


TECHNICAL SEO TIPS FOR SEMANTIC SEARCH


Who is Barack Obama’s wife?


What is a smartphone?


Who invented the Internet?


Let’s not forget about Bing


However, semantic search for e-Commerce is still lagging behind

Really Google?

Yeah, but what’s the price?


It’s coming—so get ready

My attempt at a SERP mock-up


A few tips to help semantically optimize your e-Comm site’s technical architecture

Schema product mark-up sameAs Co-referencing Social meta-data


Schema Mark-Up

http://schema-creator.org/product.php

http://www.google.com/webmasters/tools/richsnippets

http://schema-creator.org/product.php

http://www.google.com/webmasters/tools/richsnippets


sameAs = disambiguation

<a itemprop=“sameAs” href=http://http://en.wikipedia.org/wiki/Miami_Dolphins>

http://www.schema.org/sameAs

http://http/en.wikipedia.org/wiki/Miami_Dolphins







Co-Referencing

Link text “Miami Dolphins”


Use social protocols in meta-data

Product

Website product URL

Price

Product description

ProductWebsite product URL

Product description

Website Twitter Acct

Name

Article Title

Article Description

I’m going to find the

connections between this

content


Semantic SEO through meta-data implementation All within the <head></head> HTML tags

– Google Code• <a href="https://plus.google.com/yourpageID" rel="publisher">• <a rel="author" href="https://plus.google.com/yourpageID"/>

– FB OpenGraph Protocol• <meta property="og:title" content="" /> • <meta property="og:type" content="article" /> • <meta property="og:image" content="" /> • <meta property="og:url" content="" /> <meta property="og:description"

content="" />

– FB OpenGraph Product Protocol• <meta property="product:plural_title" content=“Widget" /> • <meta property="product:price:amount" content=“5.00"/> • <meta property="product:price:currency" content="USD"/>


Semantic SEO through meta-data implementation All within the <head></head> HTML tags

– Twitter Card Protocol– <meta name="twitter:card" value=“product" /> – <meta name="twitter:domain" value="" /> – <meta name="twitter:title" value="" /> – <meta name="twitter:description" value="" />– <meta name="twitter:image" value="" />– <meta name="twitter:url" value="" />– <meta name="twitter:data1" value=“$Price" />– <meta name="twitter:label1" value=“Currency" />– <meta name="twitter:data2" value=“QTY" />– <meta name="twitter:label2" value=“Available" />


NAVIGATION AND CANONICAL TIPS


Breadcrumb navigation

Oh the keywords are so nice

https://support.google.com/webmasters/answer/185417?hl=en

If you really want to maximize your

breadcrumb optimization

https://support.google.com/webmasters/answer/185417?hl=en


Pagination

Oy, this is going to take all day!


Pagination – Canonical / Rel=“next/prev”

Make the “Show All” your canonical URL…

or….


Use Google & Bing Webmaster Tools parameter settings as a chaser for canonical tags


CMS & SERVER TIPS


CMS Tips Granular page title control – Ensure that you’re able to create

unique page titles for each page on your site. Avoid generating from H1 tag or on-page element

Granular meta description control – Ensure that you’re able to create unique meta-descriptions for each page on your site

Automated XML Sitemaps – Because SEOs aren’t always aware of when new pages go live, it’s best to have automated XML Sitemaps in place

Image ALT tag control – This is an SEO and ADA component Image file naming control – Ensure that your CMS isn’t overwriting

your image file names Content rich category pages – Ensure you have the ability to create

category pages that allows you to host awesome content Content entry fields – Make sure that can content entry fields can

populate your primary HTML elements Social sharing buttons – Will lead to search engines seeing more of

the good semantic stuff


Server Tips Human readable URLs – Avoid URLs with excessive

parameters .com/?=please&don’t&?=do&?=this&?=toyoururls .com/this-is-much-better.html

Site speed – The faster your site loads, the better it will do in search results pages. Use Google Webmaster Tools to test or http://tools.pingdom.com

HTTPS vs. HTTP – Pick one version and stick with it Pick a canonical – www vs. non-www preference Robots.txt – Make sure you point search engines to your

XML Sitemap(s) and block on-site search results pages

http://tools.pingdom.com/


Today’s final thought

“SEO isn’t dead. It’s alive and well for those who master the craft. Take care of yourself---and each other.”


THANK YOU@adamdince

spooky good technical seo for e-commerce sites - adam dince

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