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eCommerce SEO

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  • 1. eCommerce SEO Toni Anicic, Technical SEO
  • 2. 5 years of eCommerce consulting
  • 3. A few facts about Magento
  • 4. "SEO Features"
  • 5. From Magento's Official Website: Search Engine Optimization Offering ● 100% Search Engine Friendly ● Google Site Map ● URL Rewrites give full control of URL's ● Meta-information for products and categories ● Auto-generated Site Map for display on site ● Auto-Generated Popular Search Terms Page
  • 6. /catalogsearch/
  • 7. Magento Extensions
  • 8. Duplicate Content Issues On almost all eCommerce platforms out there
  • 9. Products in Multiple Categories example.com/category1/product1.html example.com/category2/product1.html
  • 10. Session Based Breadcrumbs
  • 11. Don't be a mindless tech drone
  • 12. Title Prefixes 65-70 characters 12 words
  • 13. Main Navigation Structure
  • 14. If it’s really important it needs to be in main navigation. It doesn't matter if it’s a category, product or a static page.
  • 15. Think twice about what's an attribute and what's a category
  • 16. "SEO Friendly Text" on online stores
  • 17. Search: bags for sale
  • 18. Search Intent
  • 19. What to do with out of stock products?
  • 20. Multilingual e-commerce SEO
  • 21. Magento -Website -Store -Store View
  • 22. rel alternate hreflang "X"
  • 23. example.com.au/category/product1.html <link hreflang="en-GB" rel="alternate" href="http://example.co. uk/category/product1.html" /> <link hreflang="en-AU" rel="alternate" href="http://example.com. au/category/product1.html" /> example.co.uk/category/product1.html <link hreflang="en-GB" rel="alternate" href="http://example.co. uk/category/product1.html" /> <link hreflang="en-AU" rel="alternate" href="http://example.com. au/category/product1.html" />
  • 24. Don't mix rel alternate hreflang and rel canonical implementations
  • 25. example.com.au/category/product1.html <link hreflang="en-GB" rel="alternate" href="http://example.co. uk/category/product1.html" /> <link hreflang="en-AU" rel="alternate" href="http://example.com. au/category/product1.html" /> <link rel="canonical" href="http://example.co.uk/category/product1. html" />
  • 26. Properly cross-link the translations
  • 27. NOT GOOD: example.com.au/category/product1.html <a href="http://example.co.uk/">UK</a> GOOD: example.com.au/category/product1.html <a href="http://example.co.uk/category/product1.html">UK</a>
  • 28. Country folder or subdomain? example.com example.com/en/ example.com/de/ or en.example.com de.example.com
  • 29. Country folder or subdomain? m.example.com m.example.com/en/ m.example.com/de/
  • 30. Don't do automatic redirects “Avoid automatic redirection based on the user’s perceived language. These redirections could prevent users (and search engines) from viewing all the versions of your site.” – Google http://support.google.com/webmasters/bin/answer.py?hl=en&answer=182192
  • 31. schema.org
  • 32. THANK YOU! Toni Anicic, Technical SEO