Spooky Good Technical SEO for E-Commerce Sites - Adam Dince

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  • 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.