Spooky Good Technical SEO
for E-Commerce Sites

© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary...
Intro – Adam Dince
Current
 Head of SEO & SMO - Deluxe
 Director PR, Communications & Social Media
– MnSearch

Prior:
 ...
Today we’re going to discuss…


Technical SEO tips for semantic search
 Navigation and canonical tips
 SEO tips for you...
Technical SEO is table stakes

If it’s worth building, it’s worth finding.

© 2013 Deluxe Enterprise Operations, Inc. All ...
© 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 an...
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 righ...
http://schema-creator.org/product.php

http://www.google.com/webmasters/tools/richsnippets
© 2013 Deluxe Enterprise Operat...
<a itemprop=―sameAs‖ href=http://http://en.wikipedia.org/wiki/Miami_Dolphins>

http://www.schema.org/sameAs
© 2013 Deluxe ...
Link text
―Miami Dolphins‖

© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
I’m going to
find the
connections
between this
content

Product

Website product URL

Product description

Name

Website

...


All within the <head></head> HTML tags
– Google Code
• <a href="https://plus.google.com/yourpageID" rel="publisher">
• ...


All within the <head></head> HTML tags
–
–
–
–
–
–
–
–
–
–
–

Twitter Card Protocol
<meta name="twitter:card" value=―pr...
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
If you really want to
Oh the keywords
maximize your
breadcrumb
are so nice
optimization

https://support.google.com/webmas...
Oy, this is going to
take all day!

© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confide...
Make the “Show All”
your canonical URL…
or….

© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary a...
© 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 yo...









Human readable URLs – Avoid URLs with excessive
parameters .com/?=please&don’t&?=do&?=this&?=toyoururls
.com...
―SEO isn’t dead. It’s alive and well for those who master the
craft. Take care of yourself---and each other.‖

© 2013 Delu...
@adamdince

© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
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Spooky Good Technical SEO for E-Commerce Sites - Adam Dince

  1. 1. Spooky Good Technical SEO for E-Commerce Sites © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  2. 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. 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. 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. 5. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  6. 6. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  7. 7. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  8. 8. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  9. 9. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  10. 10. Really Google? Yeah, but what’s the price? © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  11. 11. My attempt at a SERP mock-up © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  12. 12.  Schema product mark-up  sameAs  Co-referencing  Social meta-data © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  13. 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. 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. 15. Link text ―Miami Dolphins‖ © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  16. 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. 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. 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. 19. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  20. 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. 21. Oy, this is going to take all day! © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  22. 22. Make the “Show All” your canonical URL… or…. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  23. 23. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  24. 24. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
  25. 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. 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. 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. 28. @adamdince © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
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