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Spooky Good Technical SEO for E-Commerce Sites - Adam Dince
1.
Spooky Good Technical
SEO for E-Commerce Sites © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
2.
Intro – Adam
Dince Current Head of SEO & SMO - Deluxe Director PR, Communications & Social Media – MnSearch Prior: VP, Director of Search and Content Strategy – MWG iCrossing Contributor to: @adamdince http://www.adamdince.com © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
3.
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.
4.
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.
5.
© 2013 Deluxe
Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
6.
© 2013 Deluxe
Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
7.
© 2013 Deluxe
Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
8.
© 2013 Deluxe
Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
9.
© 2013 Deluxe
Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
10.
Really Google? Yeah, but
what’s the price? © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
11.
My attempt at
a SERP mock-up © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
12.
Schema product mark-up
sameAs Co-referencing Social meta-data © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
13.
http://schema-creator.org/product.php http://www.google.com/webmasters/tools/richsnippets © 2013 Deluxe
Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
14.
<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.
15.
Link text ―Miami Dolphins‖ ©
2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
16.
I’m going to find
the connections between this content Product Website product URL Product description Name Website Twitter Acct Article Title Product Article Description Price Website product URL Product description © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
17.
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.
18.
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.
19.
© 2013 Deluxe
Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
20.
If you really
want to Oh the keywords maximize your breadcrumb are so nice optimization https://support.google.com/webmasters/answer/185417?hl=en © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
21.
Oy, this is
going to take all day! © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
22.
Make the “Show
All” your canonical URL… or…. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
23.
© 2013 Deluxe
Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
24.
© 2013 Deluxe
Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
25.
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.
26.
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.
27.
―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.
28.
@adamdince © 2013 Deluxe
Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
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