spooky good technical seo for e-commerce sites - adam dince
DESCRIPTION
TRANSCRIPT
![Page 1: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/1.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Spooky Good Technical SEO for E-Commerce SitesSearch Snippets #1010/30/2013
![Page 2: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/2.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Current Head of SEO & SMO - Deluxe Director PR, Communications & Social Media
– MnSearch
Prior: VP, Director of Search and Content Strategy –
MWG iCrossing
@adamdince
http://www.adamdince.com
Intro – Adam Dince
Contributor to:
![Page 3: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/3.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
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
![Page 4: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/4.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Technical SEO is table stakes
If it’s worth building, it’s worth finding.
![Page 5: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/5.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
TECHNICAL SEO TIPS FOR SEMANTIC SEARCH
![Page 6: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/6.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Who is Barack Obama’s wife?
![Page 7: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/7.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
What is a smartphone?
![Page 8: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/8.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Who invented the Internet?
![Page 9: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/9.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Let’s not forget about Bing
![Page 10: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/10.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
However, semantic search for e-Commerce is still lagging behind
Really Google?
Yeah, but what’s the price?
![Page 11: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/11.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
It’s coming—so get ready
My attempt at a SERP mock-up
![Page 12: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/12.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
A few tips to help semantically optimize your e-Comm site’s technical architecture
Schema product mark-up sameAs Co-referencing Social meta-data
![Page 13: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/13.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Schema Mark-Up
http://schema-creator.org/product.php
http://www.google.com/webmasters/tools/richsnippets
![Page 14: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/14.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
sameAs = disambiguation
<a itemprop=“sameAs” href=http://http://en.wikipedia.org/wiki/Miami_Dolphins>
http://www.schema.org/sameAs
![Page 15: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/15.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Co-Referencing
Link text “Miami Dolphins”
![Page 16: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/16.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Use social protocols in meta-data
Product
Website product URL
Price
Product description
ProductWebsite product URL
Product description
Website Twitter Acct
Name
Article Title
Article Description
I’m going to find the
connections between this
content
![Page 17: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/17.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Semantic SEO through meta-data implementation 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"/>
![Page 18: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/18.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Semantic SEO through meta-data implementation 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" />
![Page 19: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/19.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
NAVIGATION AND CANONICAL TIPS
![Page 20: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/20.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Breadcrumb navigation
Oh the keywords are so nice
https://support.google.com/webmasters/answer/185417?hl=en
If you really want to maximize your
breadcrumb optimization
![Page 21: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/21.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Pagination
Oy, this is going to take all day!
![Page 22: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/22.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Pagination – Canonical / Rel=“next/prev”
Make the “Show All” your canonical URL…
or….
![Page 23: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/23.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Use Google & Bing Webmaster Tools parameter settings as a chaser for canonical tags
![Page 24: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/24.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
CMS & SERVER TIPS
![Page 25: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/25.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
CMS Tips 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
![Page 26: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/26.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Server Tips 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
![Page 27: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/27.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Today’s final thought
“SEO isn’t dead. It’s alive and well for those who master the craft. Take care of yourself---and each other.”
![Page 28: Spooky Good Technical SEO for E-Commerce Sites - Adam Dince](https://reader038.vdocument.in/reader038/viewer/2022110114/54562bc9af7959755d8b4c21/html5/thumbnails/28.jpg)
© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
THANK YOU@adamdince