SEO, RDF and GoodRelations
An Implementation by a Major
   Industry Online Retailer

           Martin Hepp
     Email mhe...
What’s SEO, Really?




                      2
1. Being visible for potential buyers




                                        3
2. Articulating the value proposition




     But: Often flattened to just the price tag…
                               ...
3. For a large number of items

  Example               Number of
                        Products
  BestBuy              ...
Semantic SEO
Using product master data to articulate your
       value proposition over the Web




                      ...
Semantic SEO: Immediate Effects
•  Improved Yahoo Rendering




•  Google Price Info


•  Ranking / Information Entropy
  ...
Semantic SEO: Near-term Effects
•  Linking Datasheets & Offers
•  Linking Offers & Location Info
•  Semantic Affiliate Mar...
How-to: Shop Recipe
•  Put basic RDFa in "about" page
•  Put RDFa template into "item" page
   template
•  Make sure you h...
Effort
•  15 – 30 lines of additional markup per
   template
•  Data mapping
•  Validation
•  Quality control



         ...
Page Size and Loading Time: No Problem
                                Main Page (KB)     Product Item Page (KB)
         ...
Experiences
•  Relatively straightforward to do
•  Easy, if site / templates are already up-to-
   date
  –  Valid Markup:...
Conclusion
•  Use SEO & SearchMonkey effect to justify
   effort now
•  Practically no impact on page speed &
   traffic
•...
Resources
•  GoodRelations Snippet Generator
  –  http://www.ebusiness-unibw.org/tools/grsnippetgen/
•  GoodRelations Quic...
Contact

                 Martin Hepp
          Email mhepp@computer.org
         Twitter @mfhepp Skype mfhepp
         We...
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SEO, RDFa, and GoodRelations - An Implementation by a Major Online Retailer

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SEO, RDFa, and GoodRelations - An Implementation by a Major Online Retailer

  1. 1. SEO, RDF and GoodRelations An Implementation by a Major Industry Online Retailer Martin Hepp Email mhepp@computer.org Twitter @mfhepp Skype mfhepp Web http://purl.org/goodrelations/
  2. 2. What’s SEO, Really? 2
  3. 3. 1. Being visible for potential buyers 3
  4. 4. 2. Articulating the value proposition But: Often flattened to just the price tag… 4
  5. 5. 3. For a large number of items Example Number of Products BestBuy > 400 k Amazon > 4 Mio. Typical small shops 1 … 10 k items 5
  6. 6. Semantic SEO Using product master data to articulate your value proposition over the Web 6
  7. 7. Semantic SEO: Immediate Effects •  Improved Yahoo Rendering •  Google Price Info •  Ranking / Information Entropy 7
  8. 8. Semantic SEO: Near-term Effects •  Linking Datasheets & Offers •  Linking Offers & Location Info •  Semantic Affiliate Marketing 8
  9. 9. How-to: Shop Recipe •  Put basic RDFa in "about" page •  Put RDFa template into "item" page template •  Make sure you have a sitemap.xml •  Extensions –  Data dump in RDF/XML –  Exposing own categories & feature vocabulary 9
  10. 10. Effort •  15 – 30 lines of additional markup per template •  Data mapping •  Validation •  Quality control 10
  11. 11. Page Size and Loading Time: No Problem Main Page (KB) Product Item Page (KB) HTML Total HTML Total Regular BestBuy Amazon 102 187 815 736 236 286 1536 712 Pages eBay 54 445 75 849 Mean 114 665 199 1032 Main Page Product Item Page Increase Minimal HTML 1,40% Total 0,24% HTML 1,31% Total 0,25% by GoodRelations Full 2,19% 0,38% 3,22% 0,62% in RDFa With Features n/a n/a 6,03% 1,16% 11
  12. 12. Experiences •  Relatively straightforward to do •  Easy, if site / templates are already up-to- date –  Valid Markup: XHTML / HTML 5 –  sitemap.xml 12
  13. 13. Conclusion •  Use SEO & SearchMonkey effect to justify effort now •  Practically no impact on page speed & traffic •  One type of markup serves current SEO, Yahoo, Google, and the Web 3.0 13
  14. 14. Resources •  GoodRelations Snippet Generator –  http://www.ebusiness-unibw.org/tools/grsnippetgen/ •  GoodRelations Quickstart Guide –  http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart •  Magento Extension –  http://bit.ly/cZEVQV 14
  15. 15. Contact Martin Hepp Email mhepp@computer.org Twitter @mfhepp Skype mfhepp Web http://purl.org/goodrelations/ Slides http://www.slideshare.net/mhepp/presentations 15

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