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- 1. E-COMMERCE DATA MANAGEMENT FOR MAXIMUM SEO IMPACT PRESENTED BY JEREMY LOPATIN FOR ECOMMERCE ANN ARBOR AUGUST 20, 2012 © 2012 Pure Visibility, Inc.
- 2. A LITTLE ABOUT ME Ann Arbor born and raised Co-owner of Arbor Teas (www.arborteas.com) SEO Manager at Pure Visibility, Inc. © 2012 Pure Visibility, Inc.
- 3. A LITTLE ABOUT YOU You’re into e-Commerce You care about the success of your business You didn’t have anything else to do on a Monday night © 2012 Pure Visibility, Inc.
- 4. MY COMMITMENT TO YOU Real stuff Specific examples Actionable takeaways Lots of time for Q&A © 2012 Pure Visibility, Inc.
- 5. WHAT THIS PRESENTATION WAS SUPPOSED TO BE ABOUT Google Merchant Center feed optimization Microdata markup & rich snippets Miscellaneous bits and parts © 2012 Pure Visibility, Inc.
- 6. WHAT THIS PRESENTATION IS GOING TO BE ABOUT Google Merchant Center feed optimization Microdata markup & rich snippets Miscellaneous bits and parts BONUS: Walkthrough of Google Webmaster Tools (as/if time permits) © 2012 Pure Visibility, Inc.
- 7. QUICK NOTE ABOUT GOOGLE PRODUCT LISTING ADS Google Merchant Center feed is still important Google Product Search still transitioning to Product Listing Ads © 2012 Pure Visibility, Inc. ©2012PureVisibility,Inc.
- 8. MICRODATA AND RICH SNIPPETS PART 1 © 2012 Pure Visibility, Inc.
- 9. WHAT IS MICRODATA MARKUP? Semantic markup of information on your pages Allows search engines to process information more “intelligently” Schema.org established in June 2011 by Google, Yahoo and Bing – this is where you should focus © 2012 Pure Visibility, Inc.
- 10. WHY MICRODATA MARKUP? Structured data allows search engines to display rich snippets Structured data is a “trust thing” Events & Locations People Recipes ©2012PureVisibility,Inc.
- 11. WHY RICH SNIPPETS? Better user experience in the search engines Not a ranking factor, per se Improved organic CTR (as much as 20-30%!) More qualified visitors Which would you click? © 2012 Pure Visibility, Inc.
- 12. RICH SNIPPETS RELEVANT TO ECOMMERCE Key Product Data (schema.org/Product) • Ratings • Number of reviews • Price • Availability © 2012 Pure Visibility, Inc.
- 13. WHAT THIS ALL LOOKS LIKE Source: schema.org© 2012 Pure Visibility, Inc.
- 14. WHAT THIS ALL LOOKS LIKE ©2012PureVisibility,Inc.
- 15. WHAT THIS ALL LOOKS LIKE © 2012 Pure Visibility, Inc.
- 16. DON’T FORGET ABOUT THESE, TOO Breadcrumb Video Authorship (rel=author) ©2012PureVisibility,Inc.
- 17. TESTING YOUR RICH SNIPPETS © 2012 Pure Visibility, Inc.
- 18. TESTING YOUR RICH SNIPPETS © 2012 Pure Visibility, Inc.
- 19. TESTING YOUR RICH SNIPPETS From the Rich Snippet Testing Tool: From the Actual Search Results: © 2012 Pure Visibility, Inc.
- 20. TESTING YOUR RICH SNIPPETS © 2012 Pure Visibility, Inc.
- 21. OPTIONS FOR IMPLEMENTATION Customize your existing page templates Go with a CMS that uses schema.org by default © 2012 Pure Visibility, Inc.
- 22. CAVEATS/CAUTION RE: RICH SNIPPETS The devil’s in the details – invest the time/resources to implement this right No guarantee they’ll be displayed in Google Might need to prod Google to let them know it’s there Take solace knowing it’s there for the future © 2012 Pure Visibility, Inc.
- 23. NUDGING GOOGLE ABOUT RICH SNIPPETS © 2012 Pure Visibility, Inc.
- 25. PRODUCT DESCRIPTIONS PART 2 © 2012 Pure Visibility, Inc.
- 26. DUPLICATE CONTENT IN PRODUCT DESCRIPTIONS A very common issue with product data on e-commerce sites • Internal duplicate content (similar/related products) • External duplicate content (manufacturers, affiliates, plagiarists, etc.) More important than ever given the focus of Google’s Panda algorithm updates Product descriptions need to be unique, well-optimized © 2012 Pure Visibility, Inc.
- 27. WHAT DUPLICATE PRODUCT DESCRIPTIONS CAN DO… Panda 1.0 Panda 2.0 © 2012 Pure Visibility, Inc.
- 28. CHECKING FOR DUPLICATE CONTENT © 2012 Pure Visibility, Inc.
- 29. CHECKING FOR DUPLICATE CONTENT © 2012 Pure Visibility, Inc.
- 31. GOOGLE WEBMASTER TOOLS PART 3 © 2012 Pure Visibility, Inc.
- 32. GOOGLE WEBMASTER TOOLS OVERVIEW © 2012 Pure Visibility, Inc.
- 33. MY FAVORITE PARTS OF GOOGLE WEBMASTER TOOLS ©2012PureVisibility,Inc.
- 34. MY FAVORITE PARTS OF GOOGLE WEBMASTER TOOLS ©2012PureVisibility,Inc.
- 35. MY FAVORITE PARTS OF GOOGLE WEBMASTER TOOLS ©2012PureVisibility,Inc.
- 36. MY FAVORITE PARTS OF GOOGLE WEBMASTER TOOLS ©2012PureVisibility,Inc.
- 37. MY FAVORITE PARTS OF GOOGLE WEBMASTER TOOLS © 2012 Pure Visibility, Inc.
- 38. THANK YOU! Any more questions? Please contact me at: Jeremy Lopatin SEO Manager Pure Visibility, Inc. jlopatin@purevisibility.com © 2012 Pure Visibility, Inc.