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E-Commerce Data Management for Maximum

E-Commerce Data Management for Maximum

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ECommerce Data Management ECommerce Data Management Presentation Transcript

  • E-COMMERCEDATA MANAGEMENTFOR MAXIMUMSEO IMPACTPRESENTED BY JEREMY LOPATINFOR ECOMMERCE ANN ARBORAUGUST 20, 2012© 2012 Pure Visibility, Inc.
  • A LITTLE ABOUT MEAnn Arbor born and raisedCo-owner of Arbor Teas (www.arborteas.com)SEO Manager at Pure Visibility, Inc.© 2012 Pure Visibility, Inc.
  • A LITTLE ABOUT YOUYou’re into e-CommerceYou care about the success of your businessYou didn’t have anything else to do on a Monday night© 2012 Pure Visibility, Inc.
  • MY COMMITMENT TO YOUReal stuffSpecific examplesActionable takeawaysLots of time for Q&A© 2012 Pure Visibility, Inc.
  • WHAT THIS PRESENTATIONWAS SUPPOSED TO BE ABOUTGoogle Merchant Center feed optimizationMicrodata markup & rich snippetsMiscellaneous bits and parts© 2012 Pure Visibility, Inc.
  • WHAT THIS PRESENTATIONIS GOING TO BE ABOUTGoogle Merchant Center feed optimizationMicrodata markup & rich snippetsMiscellaneous bits and partsBONUS: Walkthrough of Google Webmaster Tools(as/if time permits)© 2012 Pure Visibility, Inc.
  • QUICK NOTE ABOUT GOOGLEPRODUCT LISTING ADSGoogle Merchant Center feed is still importantGoogle Product Search still transitioning to Product Listing Ads© 2012 Pure Visibility, Inc.©2012PureVisibility,Inc.
  • MICRODATAAND RICHSNIPPETSPART 1© 2012 Pure Visibility, Inc.
  • WHAT IS MICRODATAMARKUP?Semantic markup of information on your pagesAllows search engines to process information more“intelligently”Schema.org established in June 2011 by Google, Yahoo andBing – this is where you should focus© 2012 Pure Visibility, Inc.
  • WHY MICRODATAMARKUP?Structured data allows search engines to display richsnippetsStructured data is a “trust thing”Events &LocationsPeopleRecipes©2012PureVisibility,Inc.
  • WHY RICH SNIPPETS?Better user experience in the search enginesNot a ranking factor, per seImproved organic CTR (as much as 20-30%!)More qualified visitorsWhich wouldyou click?© 2012 Pure Visibility, Inc.
  • RICH SNIPPETS RELEVANTTO ECOMMERCEKey Product Data (schema.org/Product)•  Ratings•  Number of reviews•  Price•  Availability© 2012 Pure Visibility, Inc.
  • WHAT THIS ALLLOOKS LIKESource: schema.org© 2012 Pure Visibility, Inc.
  • WHAT THIS ALLLOOKS LIKE©2012PureVisibility,Inc.
  • WHAT THIS ALLLOOKS LIKE© 2012 Pure Visibility, Inc.
  • DON’T FORGETABOUT THESE, TOOBreadcrumbVideoAuthorship (rel=author)©2012PureVisibility,Inc.
  • TESTING YOURRICH SNIPPETS© 2012 Pure Visibility, Inc.
  • TESTING YOURRICH SNIPPETS© 2012 Pure Visibility, Inc.
  • TESTING YOURRICH SNIPPETSFrom the Rich Snippet Testing Tool:From the Actual Search Results:© 2012 Pure Visibility, Inc.
  • TESTING YOURRICH SNIPPETS© 2012 Pure Visibility, Inc.
  • OPTIONS FORIMPLEMENTATIONCustomize your existing page templatesGo with a CMS that uses schema.org by default© 2012 Pure Visibility, Inc.
  • CAVEATS/CAUTIONRE: RICH SNIPPETSThe devil’s in the details – invest the time/resources toimplement this rightNo guarantee they’ll be displayed in GoogleMight need to prod Google to let them know it’s thereTake solace knowing it’s there for the future© 2012 Pure Visibility, Inc.
  • NUDGING GOOGLEABOUT RICH SNIPPETS© 2012 Pure Visibility, Inc.
  • RICH SNIPPETSRESOURCESSchema.orgGoogle:http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170http://support.google.com/webmasters/bin/answer.py?hl=en&answer=146750http://www.google.com/webmasters/tools/richsnippetshttp://support.google.com/webmasters/bin/request.py?contact_type=rich_snippets_feedbackSEOmoz:http://www.seomoz.org/blog/a-visual-guide-to-rich-snippetsOthers:http://sem-seo-resources.com/?p=210http://www.searchmarketingstandard.com/rich-snippets-5-tools-to-make-them-easy-as-pie©2012PureVisibility,Inc.
  • PRODUCTDESCRIPTIONSPART 2© 2012 Pure Visibility, Inc.
  • DUPLICATE CONTENT INPRODUCT DESCRIPTIONSA very common issue with product data on e-commerce sites•  Internal duplicate content (similar/related products)•  External duplicate content (manufacturers, affiliates,plagiarists, etc.)More important than ever given the focus of Google’s Pandaalgorithm updatesProduct descriptions need to be unique, well-optimized© 2012 Pure Visibility, Inc.
  • WHAT DUPLICATE PRODUCTDESCRIPTIONS CAN DO…Panda 1.0 Panda 2.0© 2012 Pure Visibility, Inc.
  • CHECKING FORDUPLICATE CONTENT© 2012 Pure Visibility, Inc.
  • CHECKING FORDUPLICATE CONTENT© 2012 Pure Visibility, Inc.
  • CHECKING FORDUPLICATE CONTENT©2012PureVisibility,Inc.
  • GOOGLEWEBMASTERTOOLSPART 3© 2012 Pure Visibility, Inc.
  • GOOGLE WEBMASTERTOOLS OVERVIEW© 2012 Pure Visibility, Inc.
  • MY FAVORITE PARTS OFGOOGLE WEBMASTER TOOLS©2012PureVisibility,Inc.
  • MY FAVORITE PARTS OFGOOGLE WEBMASTER TOOLS©2012PureVisibility,Inc.
  • MY FAVORITE PARTS OFGOOGLE WEBMASTER TOOLS©2012PureVisibility,Inc.
  • MY FAVORITE PARTS OFGOOGLE WEBMASTER TOOLS©2012PureVisibility,Inc.
  • MY FAVORITE PARTS OFGOOGLE WEBMASTER TOOLS© 2012 Pure Visibility, Inc.
  • THANK YOU!Any more questions?Please contact me at:Jeremy LopatinSEO ManagerPure Visibility, Inc.jlopatin@purevisibility.com© 2012 Pure Visibility, Inc.