This breakout session will explain the difference between on-page and off-page SEO techniques, and define the best practices for on-page search engine optimization. From there, learn how to incorporate these best practices into your Miva Merchant site. This is not an SEO tactics class, but rather a how-to on configuring your Miva Merchant cart to improve your organic search ranking.

3. ON PAGE SEO
WITH MIVA
MERCHANT
Brennan Heyde, VP Developer Relations, Miva Merchant

4. WHATARE WE GOING TO TALK ABOUT TODAY
SEO information overload - Define some terms and
distill SEO down the the basics
!
What are the different components of On-Page SEO
!
How do implement these techniques with Miva
Merchant
!
Action Items - 3 things you can take home and
implement today

5. ON PAGE V.S OFF PAGE SEO
On Page Search Engine Optimization
!
• Page Structure (HTML)
• URLS
• Site Content
!
Off Page Search Engine Optimization
!
• Links, Links, Links
• Domain Authority
• PageRank
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6. PAGE TITLES
• One of the most important on page elements
• Displayed on the Search Results Pages
• Unique, descriptive, contain keyword you’re trying to target
!
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7. PAGE TITLES
Default Titles in Miva are:
!
Category Page: Store Name + Category Name
!
Product Page: Store Name + Product Name
!
Pro Tip: Setup a custom Product / Category
field, to allow you item level control over page
titles.
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8. META TAGS
Description & Keywords
!
Focus on Description because it may be used in the
search results pages
!
<meta name="description" content="The most
flexible & secure ecommerce software on the market.
Build your online store today with shopping cart
platform by Miva Merchant.”>
!
Click Through Rate is a factor in your ranking
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9. META TAGS
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Miva Provides built in setting for Meta Tags, and allows
you to create new ones

10. CANONICAL TAG
Tells Google what is the “correct” URL to a page. Single
line added to the page templates:
!
<link rel="canonical" href="http://www.mivamerchant.com/universe" />
!
Helps for:
• Pagination
• Filters
• Multiple links to the same product
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11. CANONICAL TAG
Storefront - SFNT
Category Page - CTGY
Product Page - PROD
!
• Tag should match your correct URL Structure
• Goes in the Head Tag
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12. SEARCH FRIENDLY LINKS
Best Practices:
!
Use Your Keywords in the URL Structure
!
Example:
/category-name.html is better than /1716162.html
!
Product URLs
Try not have category code in URL, However if you
do make sure you are using the canonical tag to
“pick” one.
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13. SEARCH FRIENDLY LINKS
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14. CORRECT HTML MARKUP
Use Proper HTML structure on your pages
- H1, H2, H3
- Move CSS / JavaScript to External Files
- Crawl-able Navigation
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15. STRUCTURED DATA
What is it?
!
Rich Snippets, schema.org, Microdata
!
Answer:
Tags you put on your pages to give Search Engines more
information about your products so they can better display
them in the Search Results
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16. STRUCTURED DATA
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17. SOCIAL TAGGING
Open Graph (Facebook) / Google +
!
A series of Meta Tags to define elements about a page:
Title
Type
Image
URL
!
Twitter Cards
URL
Title
Description
Image
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18. CONTENT IS KING
Writing Great Content is the single greatest
thing you can do to help you sites rankings
!
How:
!
• Blog
• Product Reviews
• Videos
• Unique Product Descriptions
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19. GOOGLE SITEMAP
This is easy and should be done by everyone
!
What is it?
!
An XML Sitemap tells google about each one of
your pages, how often it changes and any new
pages you may add.
!
Should be re-generated at least every 30 days.
!
Template Data Feed / Custom Miva Page
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20. PAGE SPEED
Small but important Factor in Search Rankings
!
Page Speed is more important for an commerce store.
Speed directly impacts conversion optimization
!
Every site in here has room for improvements in regards
to page speed
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21. GOOGLE WEBMASTER TOOLS
Great Free Tool (From Google)
Fix Crawl Errors, See Duplicate title tags
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22. 22
ACTION ITEMS

23. ACTION ITEMS
• Fix URLs
• Canonical Meta Tag
• Google Sitemap
• 301 Redirects / 404s
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24. ACTION ITEMS
Add Structured Data / schema.org Tags to
Products
!
Set it and Forget it
!
https://support.google.com/webmasters/
answer/146750
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25. ACTION ITEMS
Setup Product Reviews
Ultimate Reviews & Follow On Contact for Automation
!
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26. THANK YOU
Ques%ons
/
Comments?
!
Brennan
Heyde
VP
Developer
Rela%ons,
Miva
Merchant
bheyde@mivamerchant.com
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27. ADDITIONAL RESOURCES
http://moz.com/blog/perfecting-onpage-
optimization-for-ecommerce-websites
!
Tools
http://moz.com/
http://www.semrush.com/
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