Spooky Good Technical SEO for E-Commerce Sites - Adam Dince

Spooky Good Technical SEO
for E-Commerce Sites

© 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

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


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


Technical SEO is table stakes

If it’s worth building, it’s worth finding.


Really Google?

Yeah, but what’s the
price?


My attempt at a
SERP mock-up




Schema product mark-up
 sameAs
 Co-referencing
 Social meta-data


http://schema-creator.org/product.php

http://www.google.com/webmasters/tools/richsnippets

<a itemprop=―sameAs‖ href=http://http://en.wikipedia.org/wiki/Miami_Dolphins>

http://www.schema.org/sameAs

Link text
―Miami Dolphins‖


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




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"/>




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" />


If you really want to
Oh the keywords
maximize your
breadcrumb
are so nice
optimization

https://support.google.com/webmasters/answer/185417?hl=en

Oy, this is going to
take all day!


Make the “Show All”
your canonical URL…
or….














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










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


―SEO isn’t dead. It’s alive and well for those who master the
craft. Take care of yourself---and each other.‖


@adamdince


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