mivacon philly - on page seo

ON PAGE SEO WITH MIVA MERCHANT

Brennan Heyde, VP Developer Relations, Miva Merchant

WHAT ARE 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

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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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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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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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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META TAGS

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Miva Provides built in setting for Meta Tags, and allows you to create new ones

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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CANONICAL TAGStorefront - SFNT Category Page - CTGY Product Page - PROD !• Tag should match your correct URL Structure • Goes in the Head Tag

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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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SEARCH FRIENDLY LINKS

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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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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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STRUCTURED DATA

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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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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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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 19

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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GOOGLE WEBMASTER TOOLS

Great Free Tool (From Google) Fix Crawl Errors, See Duplicate title tags

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ACTION ITEMS

ACTION ITEMS

• Fix URLs • Canonical Meta Tag • Google Sitemap • 301 Redirects / 404s

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ACTION ITEMSAdd Structured Data / schema.org Tags to Products !Set it and Forget it !https://support.google.com/webmasters/answer/146750

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ACTION ITEMS

Setup Product Reviews Ultimate Reviews & Follow On Contact for Automation !

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THANK YOU

Ques%ons  /  Comments?  !

Brennan  Heyde  VP  Developer  Rela%ons,  Miva  Merchant  

bheyde@mivamerchant.com  

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ADDITIONAL RESOURCES http://moz.com/blog/perfecting-onpage-optimization-for-ecommerce-websites !Tools http://moz.com/ http://www.semrush.com/

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