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ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
ECommerce Data Management
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ECommerce Data Management

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E-Commerce Data Management for Maximum

E-Commerce Data Management for Maximum

Published in: Technology, Business
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  • 1. E-COMMERCEDATA MANAGEMENTFOR MAXIMUMSEO IMPACTPRESENTED BY JEREMY LOPATINFOR ECOMMERCE ANN ARBORAUGUST 20, 2012© 2012 Pure Visibility, Inc.
  • 2. 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.
  • 3. 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.
  • 4. MY COMMITMENT TO YOUReal stuffSpecific examplesActionable takeawaysLots of time for Q&A© 2012 Pure Visibility, Inc.
  • 5. WHAT THIS PRESENTATIONWAS SUPPOSED TO BE ABOUTGoogle Merchant Center feed optimizationMicrodata markup & rich snippetsMiscellaneous bits and parts© 2012 Pure Visibility, Inc.
  • 6. 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.
  • 7. 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.
  • 8. MICRODATAAND RICHSNIPPETSPART 1© 2012 Pure Visibility, Inc.
  • 9. 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.
  • 10. WHY MICRODATAMARKUP?Structured data allows search engines to display richsnippetsStructured data is a “trust thing”Events &LocationsPeopleRecipes©2012PureVisibility,Inc.
  • 11. 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.
  • 12. RICH SNIPPETS RELEVANTTO ECOMMERCEKey Product Data (schema.org/Product)•  Ratings•  Number of reviews•  Price•  Availability© 2012 Pure Visibility, Inc.
  • 13. WHAT THIS ALLLOOKS LIKESource: schema.org© 2012 Pure Visibility, Inc.
  • 14. WHAT THIS ALLLOOKS LIKE©2012PureVisibility,Inc.
  • 15. WHAT THIS ALLLOOKS LIKE© 2012 Pure Visibility, Inc.
  • 16. DON’T FORGETABOUT THESE, TOOBreadcrumbVideoAuthorship (rel=author)©2012PureVisibility,Inc.
  • 17. TESTING YOURRICH SNIPPETS© 2012 Pure Visibility, Inc.
  • 18. TESTING YOURRICH SNIPPETS© 2012 Pure Visibility, Inc.
  • 19. TESTING YOURRICH SNIPPETSFrom the Rich Snippet Testing Tool:From the Actual Search Results:© 2012 Pure Visibility, Inc.
  • 20. TESTING YOURRICH SNIPPETS© 2012 Pure Visibility, Inc.
  • 21. OPTIONS FORIMPLEMENTATIONCustomize your existing page templatesGo with a CMS that uses schema.org by default© 2012 Pure Visibility, Inc.
  • 22. 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.
  • 23. NUDGING GOOGLEABOUT RICH SNIPPETS© 2012 Pure Visibility, Inc.
  • 24. 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.
  • 25. PRODUCTDESCRIPTIONSPART 2© 2012 Pure Visibility, Inc.
  • 26. 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.
  • 27. WHAT DUPLICATE PRODUCTDESCRIPTIONS CAN DO…Panda 1.0 Panda 2.0© 2012 Pure Visibility, Inc.
  • 28. CHECKING FORDUPLICATE CONTENT© 2012 Pure Visibility, Inc.
  • 29. CHECKING FORDUPLICATE CONTENT© 2012 Pure Visibility, Inc.
  • 30. CHECKING FORDUPLICATE CONTENT©2012PureVisibility,Inc.
  • 31. GOOGLEWEBMASTERTOOLSPART 3© 2012 Pure Visibility, Inc.
  • 32. GOOGLE WEBMASTERTOOLS OVERVIEW© 2012 Pure Visibility, Inc.
  • 33. MY FAVORITE PARTS OFGOOGLE WEBMASTER TOOLS©2012PureVisibility,Inc.
  • 34. MY FAVORITE PARTS OFGOOGLE WEBMASTER TOOLS©2012PureVisibility,Inc.
  • 35. MY FAVORITE PARTS OFGOOGLE WEBMASTER TOOLS©2012PureVisibility,Inc.
  • 36. MY FAVORITE PARTS OFGOOGLE WEBMASTER TOOLS©2012PureVisibility,Inc.
  • 37. MY FAVORITE PARTS OFGOOGLE WEBMASTER TOOLS© 2012 Pure Visibility, Inc.
  • 38. THANK YOU!Any more questions?Please contact me at:Jeremy LopatinSEO ManagerPure Visibility, Inc.jlopatin@purevisibility.com© 2012 Pure Visibility, Inc.

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