spooky good technical seo for e-commerce sites

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

Spooky Good Technical SEO for E-Commerce Sites

Search Snippets #10 10/30/2013


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.


Really Google?

Yeah, but what’s the price?


My attempt at a SERP mock-up


Schema product mark-up

sameAs

Co-referencing

Social meta-data


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

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




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


<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







Link text

“Miami Dolphins”


Product

Website product URL

Price

Product description

Product Website product URL

Product description

Website Twitter Acct

Name

Article Title

Article Description

I’m going to find the

connections between this

content


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"/>


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" />


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


Oy, this is going to take all day!


Make the “Show All” your canonical URL…

or….


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


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/


“SEO isn’t dead. It’s alive and well for those who master the

craft. Take care of yourself---and each other.”


@adamdince

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