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Magento SEO

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A presentation about optimization of the Magento platform, mostly focussing on microformats and rich snippets.

A presentation about optimization of the Magento platform, mostly focussing on microformats and rich snippets.

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  • 1. Magento Optimization Getting more out of Search Joost de Valk, OrangeValley - Meet Magento 2010
  • 2. Open Source Theology IBMS SEO WebKit Geek Marketeer CSS WordPress Speaker Blogger Online marketeer Joost de Valk, OrangeValley - Meet Magento 2010
  • 3. I work for OrangeValley, a company that develops WordPress and Magento websites but mostly helps it’s customers make more money by consulting for them on SEO and Conversion Rate Optimization.
  • 4. A sample of our clients
  • 5. http://yoast.com/ Joost de Valk, OrangeValley - Meet Magento 2010 I blog on http://yoast.com/
  • 6. So usually, I’d copy paste some slides...
  • 7. Be an obnoxious fat bastard and present it
  • 8. 1 small little problem
  • 9. Joost de Valk, OrangeValley - Meet Magento 2010 I hadn’t done one single presentation on Magento SEO up till, well, now.
  • 10. Joost de Valk, OrangeValley - Meet Magento 2010 You see, this is how I was introduced
  • 11. http://yoast.com/articles/magento-seo/ Joost de Valk, OrangeValley - Meet Magento 2010 They mentioned this article, but... I didn’t write that article... Joachim wrote it!
  • 12. Joost de Valk, OrangeValley - Meet Magento 2010 And I’m NOT Joachim.
  • 13. I am smart. Or at least I think so. So, I decided to start from scratch.
  • 14. Who recognizes this? It’s the Yoast Blank SEO theme :)
  • 15. http://www.magentocommerce.com/magento-connect/ Yoast/extension/974/yoast-blank-seo-theme Wie herkent dit?
  • 16. I started optimizing. I added the product name in more spots.
  • 17. And then started crying. The sample data sucks, as far as SEO is concerned.
  • 18. So I started editing the data and making product titles shorter.
  • 19. And I started looking at the URL’s.
  • 20. Making the URL’s default to /product/ is easy, just pull down the dropdown and set it to “no” here.
  • 21. And don’t forget to then enable the canonical link elements, so set both to Yes.
  • 22. <link rel=”canonical” href=”<proper url>” /> And now this page will have a link to the proper canonical URL.
  • 23. Breadcrumbs are still an issue. They’re session based, and thus Google doesn’t get a breadcrumb, even though it would love to get one. We’ll have to come up with a solution for that.
  • 24. hreview And now the reaul fun starts. the hReview microformat.
  • 25. We’ve got all the data needed for an aggregate review: avg. rating, number of votes, the price and a product name.
  • 26. http://www.google.com/webmasters/tools/richsnippets Using Google’s rich snippets tool you can see that I got it working.
  • 27. These are the 4 elements you need to add the classes too.
  • 28. http://www.google.com/webmasters/tools/richsnippets There’s another microformat the rich snippets tool supports: hproduct.
  • 29. All the stuff is available for that, so we added it to the theme as well.
  • 30. Other issues we still encounter a lot:
  • 31. Having no images for products.
  • 32. Crappy titles.
  • 33. This is content: It’s 3 screenshots long, and there’s more than that even...
  • 34. This is content.
  • 35. This is content.
  • 36. This is very minimal content.
  • 37. This is no content It’s just a feature list, that’s not enough. Sorry.
  • 38. And which content are you using in your affilate feeds? Don’t use the same content in your affiliate feeds as on your site. Your affiliates will outrank you.
  • 39. What will the future bring? Product search! We’re bound to get it in the Netherlands too. We’ve had experience optimizing it at a couple of clients, it’s cool stuff.
  • 40. 1. Short Product URLs (/product.html) 2. Write better (& more) content 3. Change titles to: Product Name - Site Name 4. Use a decent template or hire us to fix yours. 5. Read the article, and start implementing: http://yoast.com/articles/magento-seo/ 5 things you can do tomorrow!
  • 41. Questions? Remarks? Need help? Email: joost@orangevalley.nl Twitter: @yoast 41

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