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Spooky Good Technical SEO for E-Commerce Sites - Adam Dince
- 1. Spooky Good Technical SEO
for E-Commerce Sites
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 2. Intro – Adam Dince
Current
Head of SEO & SMO - Deluxe
Director PR, Communications & Social Media
– MnSearch
Prior:
VP, Director of Search and Content Strategy –
MWG
iCrossing
Contributor to:
@adamdince
http://www.adamdince.com
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 3. Today we’re going to discuss…
Technical SEO tips for semantic search
Navigation and canonical tips
SEO tips for your CMS
SEO tips for your Web servers
*All presented in 15 minutes
Thus, it is not an exhaustive list of best practices—just a few of the important ones
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 4. Technical SEO is table stakes
If it’s worth building, it’s worth finding.
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 5. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 6. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 7. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 8. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 9. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 10. Really Google?
Yeah, but what’s the
price?
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 11. My attempt at a
SERP mock-up
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 12.
Schema product mark-up
sameAs
Co-referencing
Social meta-data
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 16. I’m going to
find the
connections
between this
content
Product
Website product URL
Product description
Name
Website
Twitter Acct
Article Title
Product
Article Description
Price
Website product URL
Product description
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 17.
All within the <head></head> HTML tags
– Google Code
• <a href="https://plus.google.com/yourpageID" rel="publisher">
• <a rel="author" href="https://plus.google.com/yourpageID"/>
– FB OpenGraph Protocol
•
•
•
•
<meta property="og:title" content="" />
<meta property="og:type" content="article" />
<meta property="og:image" content="" />
<meta property="og:url" content="" /> <meta property="og:description"
content="" />
– FB OpenGraph Product Protocol
• <meta property="product:plural_title" content=―Widget" />
• <meta property="product:price:amount" content=―5.00"/>
• <meta property="product:price:currency" content="USD"/>
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 18.
All within the <head></head> HTML tags
–
–
–
–
–
–
–
–
–
–
–
Twitter Card Protocol
<meta name="twitter:card" value=―product" />
<meta name="twitter:domain" value="" />
<meta name="twitter:title" value="" />
<meta name="twitter:description" value="" />
<meta name="twitter:image" value="" />
<meta name="twitter:url" value="" />
<meta name="twitter:data1" value=―$Price" />
<meta name="twitter:label1" value=―Currency" />
<meta name="twitter:data2" value=―QTY" />
<meta name="twitter:label2" value=―Available" />
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 19. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 20. If you really want to
Oh the keywords
maximize your
breadcrumb
are so nice
optimization
https://support.google.com/webmasters/answer/185417?hl=en
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 21. Oy, this is going to
take all day!
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 22. Make the “Show All”
your canonical URL…
or….
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 23. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 24. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 25.
Granular page title control – Ensure that you’re able to create
unique page titles for each page on your site. Avoid generating from
H1 tag or on-page element
Granular meta description control – Ensure that you’re able to
create unique meta-descriptions for each page on your site
Automated XML Sitemaps – Because SEOs aren’t always aware of
when new pages go live, it’s best to have automated XML Sitemaps
in place
Image ALT tag control – This is an SEO and ADA component
Image file naming control – Ensure that your CMS isn’t overwriting
your image file names
Content rich category pages – Ensure you have the ability to create
category pages that allows you to host awesome content
Content entry fields – Make sure that can content entry fields can
populate your primary HTML elements
Social sharing buttons – Will lead to search engines seeing more of
the good semantic stuff
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 26.
Human readable URLs – Avoid URLs with excessive
parameters .com/?=please&don’t&?=do&?=this&?=toyoururls
.com/this-is-much-better.html
Site speed – The faster your site loads, the better it will do in
search results pages. Use Google Webmaster Tools to test or
http://tools.pingdom.com
HTTPS vs. HTTP – Pick one version and stick with it
Pick a canonical – www vs. non-www preference
Robots.txt – Make sure you point search engines to your XML
Sitemap(s) and block on-site search results pages
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
- 27. ―SEO isn’t dead. It’s alive and well for those who master the
craft. Take care of yourself---and each other.‖
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.