Post on 01-Nov-2014
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© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Spooky Good Technical SEO for E-Commerce SitesSearch Snippets #1010/30/2013
© 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
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Technical SEO is table stakes
If it’s worth building, it’s worth finding.
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TECHNICAL SEO TIPS FOR SEMANTIC SEARCH
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Who is Barack Obama’s wife?
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What is a smartphone?
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Who invented the Internet?
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Let’s not forget about Bing
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However, semantic search for e-Commerce is still lagging behind
Really Google?
Yeah, but what’s the price?
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It’s coming—so get ready
My attempt at a SERP mock-up
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A few tips to help semantically optimize your e-Comm site’s technical architecture
Schema product mark-up sameAs Co-referencing Social meta-data
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Schema Mark-Up
http://schema-creator.org/product.php
http://www.google.com/webmasters/tools/richsnippets
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sameAs = disambiguation
<a itemprop=“sameAs” href=http://http://en.wikipedia.org/wiki/Miami_Dolphins>
http://www.schema.org/sameAs
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Co-Referencing
Link text “Miami Dolphins”
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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
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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"/>
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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" />
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NAVIGATION AND CANONICAL TIPS
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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
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Pagination
Oy, this is going to take all day!
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Pagination – Canonical / Rel=“next/prev”
Make the “Show All” your canonical URL…
or….
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Use Google & Bing Webmaster Tools parameter settings as a chaser for canonical tags
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CMS & SERVER TIPS
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
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
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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
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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.”
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
THANK YOU@adamdince