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Search Engine Friendly Design (Focus on Online Shops), SMX Munich 2014


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Search Engine Friendly Design (Focus on Online Shops), SMX Munich 2014

  1. 1. Search-Engine Friendly Design Focus on Online Shops Jan Hendrik Merlin Jacob ! @jhmjacob

  2. 2. About me Entrepreneur: > 2002: > 2006: JobAustralia Ltd. > 2008: Evenity GmbH > 2012: GmbH
 Sidenotes: > 2003/2004: World travel > 2013: Young-Entrepreneur of the Year, Startup of the Year 
 (by Association of German Internet, eco) Best Bavarian Startup
 (by kfw Bank)
 Studies: > Business Informatics 
 (University of Marburg / University of Hagen) > Dialog- & Online-Marketing 
 (Bavarian Academy of Marketing)
  3. 3. Agenda - Basics - Title Tag - Good Architecture - Webmaster Tools
 - Advanced - Duplicate Content - The Crawl Budget - Blocking / Deindexing Content
  4. 4. Basics: Title Tag What is the „Title Tag“? <!DOCTYPE HTML>
 <html lang="de">" <head>" <title>Der offizielle Online-Shop des Hofbräuhaus München | Fanartikel online exklusiv shoppen </title>! ...
  5. 5. Basics: Title Tag What is the „Title Tag“?
  6. 6. Basics: Title Tag What is the „Title Tag“?
  7. 7. Basics: Title Tag - Myth Buster: The Title Tag is one of the primary ranking factors - True story: The title has high impact on click rates („CTR“)! - Side-Effect: A good CTR and a low Bounce-Rate lead to 
 better rankings.
 By the way: Those Metrics are called „User Intent Data“ - Keyword Scoring: A keyword mention in the title probably has
 a weightening bonus (compared to a mention throughout the body).
  8. 8. Basics: Title Tag Bad Title Better Title Titles with Focus on User Intent Rule of thumb: 
 Title should invite users to click, but don´t promise anything your site can´t keep
  9. 9. Basics: Title Tag Special Title for Social Networks Why?
 Higher Focus on Call-To-Action. Adopt language of audience. <meta property="og:title" content="Zieh dir die neusten Board…“ />
  10. 10. Basics: Good Architecture Inspired by:
  11. 11. Basics: Google Webmaster Tools What are the Google Webmaster Tools? PS: Bing also offers nice Webmaster Tools!
  12. 12. Basics: Google Webmaster Tools See the amount of indexed pages
  13. 13. Basics: Google Webmaster Tools Setting up the preferred Domain
  14. 14. Agenda - Basics - Title Tag - Good Architecture - Webmaster Tools
 - Advanced - Duplicate Content - The Crawl Budget - Blocking / Deindexing Content
  15. 15. Advanced: Duplicate Content What is „Duplicate Content“? = = Three different URLs, with each 100% content
  16. 16. And even more … and so on … in total 8 different URLs for the same page (!) Advanced: Duplicate Content
  17. 17. - Myth Buster: Duplicate Content leads to ranking penalties - True story: A lot of duplicate content will bore Search Engines and 
 they will rather crawl other domains with more „original“ content - This means: Duplicate Content does not cause a penalty, 
 but it will lower your „Crawl Budget“, which means that
 less pages get the chance to get crawled + indexed. - Sidenode: By the time anyone in the internet links to your wrong
 (Sub-)Domain or protocol (http/https) and you do not capture it 
 correctly you are running into DC problems! Advanced: Duplicate Content
  18. 18. Advanced: The Crawl Budget - „Crawl Budget“ 
 = The Amount of time the (Google-)Bot spends on your domain - Search Engines have to allocate their own ressources
 -> SE Primary aim: Providing the best results for its own users
 -> Will focus on pages with original content
 -> Trying not to spend too much time/money on spam pages
 -> Brand + Unique Content is important
  19. 19. Advanced: The Crawl Budget - Conclusion
 -> Most times: „Less is more!“
 -> Focus on a rather small amount of pages which provide
 outstanding content
  20. 20. Advanced: The Crawl Budget - Conclusion
 -> If you own tons (10k+) pages and all (!) of them provide good
 original content, which also receives updates time by time 
 (user reviews for instance), make sure you provide a good 
 site structure
 -> Every page should be reachable within 4-5 clicks from the 
 homepage. Sitemap.xml and navigable sitemaps will help.
  21. 21. Advanced: The Crawl Budget
  22. 22. Advanced: Blocking / Deindexing Content In case you are not able to delete „low quality“ content 
 or duplicate content there are several techniques to help
 Search Engines to better understand your Website:
 -> „noindex“ Flag
 -> „nofollow“ Flag -> Canonical Tag
 -> robots.txt
 -> Redirects
 -> Webmaster Tools
  23. 23. „noindex“ Flag
 Can be set in: 
 Response-Header or Meta Section of Document
 Will lead to:
 Google will crawl this pages and will afterwards see, that it is 
 not meant to be displayed in the search results. Advanced: Blocking / Deindexing Content
  24. 24. „noindex“ Flag
 Block contents you dont want to see in search results
 You crawl budget gets consumed, as the Search Engine still 
 needs to crawl the page before it can see it is „noindexed“.
 All links on this page will be crawled as well (!). Advanced: Blocking / Deindexing Content
  25. 25. „nofollow“ Flag
 Can be set in: 
 Response-Header, Meta Section of Document or as
 Attribute of Hyperlinks
 Will lead to:
 The links marked as nofollow won’t pass any link juice 
 (but still will be crawled!) Advanced: Blocking / Deindexing Content
  26. 26. „nofollow“ Flag
 Used to remove the „recommendation“ character of 
 link (-> no page rank / link juice is passed)
 Widely misused as many people think it tells the Search
 Engine Bot not to crawl the linked page.
 When used on internal links it can harm your own pages,
 as link juice is thrown away without a need. Advanced: Blocking / Deindexing Content
  27. 27. „Canonical“-Tag
 Can be set in: 
 Response-Header or Meta Section of Document
 Will lead to:
 Similar result as the „noindex“-flag but combined with
 the information, that there is another URL which is the
 one supposed to rank in search engines. <link rel="canonical" href=""/> Advanced: Blocking / Deindexing Content
  28. 28. „Canonical“-Tag
 It helps the Search Engines to determine which URL is the 
 original content and which other URLs are just copies of that.
 Good tool to handle wildcard subdomains and other stuff, 
 if the IT guys can’t fix the DC Problem correctly.
 Crawl-Budget is spended, as the Bot will see this information 
 only after crawling the page. It rather helps on smaller DC Problems. Advanced: Blocking / Deindexing Content <link rel="canonical" href=""/>
  29. 29. „unavailable-after“ Flag ! What is it for: 
 Helps Google to understand if a page has a expiry date. 
 Useful if you know, that an item won’t be in stock again. 
 Tells the Bot that this page is irrelevant in future and the 
 crawl budget should rather be used other pages. 
 Could be used in combination with a canonical tag.
 But: Use with care! <META NAME="GOOGLEBOT" CONTENT="unavailable_after: 25-Aug-2014 15:00:00 EST“/> Advanced: Blocking / Deindexing Content
  30. 30. robots.txt ! What is it for: 
 Block pages based on URL patterns. 
 You can set up rules based on UserAgent (=> Bots). User-agent: Googlebot Disallow: /search/ ! User-agent: * Disallow: /cache/ PS: Do not put admin interfaces into robots.txt Advanced: Blocking / Deindexing Content
  31. 31. robots.txt
 Easily mark complete folders / patterns as „disallowed“, 
 without editing code.
 Pages may still get listed in search results (because of external links).
 Heavy blocking via robots.txt may result in „headless“ link-graphs. Advanced: Blocking / Deindexing Content
  32. 32. See blocked pages Advanced: Blocking / Deindexing Content
  33. 33. - In case you’re IT team can not handle some kind of Duplicate Content
 issues, the Webmaster Tools can be used to block certain pages from
 crawling - so Search Engines can focus on your „real“ content. - But keep in mind: You better handle those DC problems at their
 Source instead of „trouble-shooting“ … Advanced: Blocking / Deindexing Content Google Webmaster Tools
  34. 34. Block pages based on URL parameters Advanced: Blocking / Deindexing Content
  35. 35. Thanks! Jan Hendrik Merlin Jacob ! @jhmjacob
 (you can find the slides here!)
 ! GmbH ! @onpage_org