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© 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
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
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:
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
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
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Technical SEO is table stakes
If it’s worth building, it’s worth finding.
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Really Google?
Yeah, but what’s the price?
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
My attempt at a SERP mock-up
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Schema product mark-up
sameAs
Co-referencing
Social meta-data
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
http://schema-creator.org/product.php
http://www.google.com/webmasters/tools/richsnippets
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
<a itemprop=“sameAs” href=http://http://en.wikipedia.org/wiki/Miami_Dolphins>
http://www.schema.org/sameAs
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Link text
“Miami Dolphins”
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
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
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
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"/>
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
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" />
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Oh the keywords are so nice
https://support.google.com/webmasters/answer/185417?hl=en
If you really want to maximize your
breadcrumb optimization
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Oy, this is going to take all day!
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Make the “Show All” your canonical URL…
or….
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
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
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
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
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
“SEO isn’t dead. It’s alive and well for those who master the
craft. Take care of yourself---and each other.”
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
@adamdince