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SEO, RDF and GoodRelations
An Implementation by a Major
   Industry Online Retailer

           Martin Hepp
     Email mhepp@computer.org
    Twitter @mfhepp Skype mfhepp
   Web http://purl.org/goodrelations/
What’s SEO, Really?




                      2
1. Being visible for potential buyers




                                        3
2. Articulating the value proposition




     But: Often flattened to just the price tag…
                                                   4
3. For a large number of items

  Example               Number of
                        Products
  BestBuy               > 400 k
  Amazon                > 4 Mio.
  Typical small shops   1 … 10 k items




                                         5
Semantic SEO
Using product master data to articulate your
       value proposition over the Web




                                           6
Semantic SEO: Immediate Effects
•  Improved Yahoo Rendering




•  Google Price Info


•  Ranking / Information Entropy
                                     7
Semantic SEO: Near-term Effects
•  Linking Datasheets & Offers
•  Linking Offers & Location Info
•  Semantic Affiliate Marketing




                                     8
How-to: Shop Recipe
•  Put basic RDFa in "about" page
•  Put RDFa template into "item" page
   template
•  Make sure you have a sitemap.xml
•  Extensions
  –  Data dump in RDF/XML
  –  Exposing own categories & feature
     vocabulary
                                         9
Effort
•  15 – 30 lines of additional markup per
   template
•  Data mapping
•  Validation
•  Quality control



                                            10
Page Size and Loading Time: No Problem
                                Main Page (KB)     Product Item Page (KB)
                              HTML         Total     HTML         Total

    Regular        BestBuy
                   Amazon
                               102
                               187
                                            815
                                            736
                                                      236
                                                      286
                                                                  1536
                                                                   712
    Pages          eBay         54          445        75          849

                    Mean      114         665       199        1032

                                  Main Page          Product Item Page
    Increase       Minimal
                              HTML
                              1,40%
                                           Total
                                          0,24%
                                                     HTML
                                                     1,31%
                                                                  Total
                                                                 0,25%
by GoodRelations   Full       2,19%     0,38%        3,22%     0,62%
    in RDFa        With
                   Features
                               n/a          n/a      6,03%       1,16%




                                                                            11
Experiences
•  Relatively straightforward to do
•  Easy, if site / templates are already up-to-
   date
  –  Valid Markup: XHTML / HTML 5
  –  sitemap.xml




                                                  12
Conclusion
•  Use SEO & SearchMonkey effect to justify
   effort now
•  Practically no impact on page speed &
   traffic
•  One type of markup serves current SEO,
   Yahoo, Google, and the Web 3.0


                                          13
Resources
•  GoodRelations Snippet Generator
  –  http://www.ebusiness-unibw.org/tools/grsnippetgen/
•  GoodRelations Quickstart Guide
  –  http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart

•  Magento Extension
  –  http://bit.ly/cZEVQV



                                                                   14
Contact

                 Martin Hepp
          Email mhepp@computer.org
         Twitter @mfhepp Skype mfhepp
         Web http://purl.org/goodrelations/




Slides http://www.slideshare.net/mhepp/presentations
                                                       15

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SEO, RDFa, and GoodRelations: An Implementation by a Major Online Retailer

  • 1. SEO, RDF and GoodRelations An Implementation by a Major Industry Online Retailer Martin Hepp Email mhepp@computer.org Twitter @mfhepp Skype mfhepp Web http://purl.org/goodrelations/
  • 3. 1. Being visible for potential buyers 3
  • 4. 2. Articulating the value proposition But: Often flattened to just the price tag… 4
  • 5. 3. For a large number of items Example Number of Products BestBuy > 400 k Amazon > 4 Mio. Typical small shops 1 … 10 k items 5
  • 6. Semantic SEO Using product master data to articulate your value proposition over the Web 6
  • 7. Semantic SEO: Immediate Effects •  Improved Yahoo Rendering •  Google Price Info •  Ranking / Information Entropy 7
  • 8. Semantic SEO: Near-term Effects •  Linking Datasheets & Offers •  Linking Offers & Location Info •  Semantic Affiliate Marketing 8
  • 9. How-to: Shop Recipe •  Put basic RDFa in "about" page •  Put RDFa template into "item" page template •  Make sure you have a sitemap.xml •  Extensions –  Data dump in RDF/XML –  Exposing own categories & feature vocabulary 9
  • 10. Effort •  15 – 30 lines of additional markup per template •  Data mapping •  Validation •  Quality control 10
  • 11. Page Size and Loading Time: No Problem Main Page (KB) Product Item Page (KB) HTML Total HTML Total Regular BestBuy Amazon 102 187 815 736 236 286 1536 712 Pages eBay 54 445 75 849 Mean 114 665 199 1032 Main Page Product Item Page Increase Minimal HTML 1,40% Total 0,24% HTML 1,31% Total 0,25% by GoodRelations Full 2,19% 0,38% 3,22% 0,62% in RDFa With Features n/a n/a 6,03% 1,16% 11
  • 12. Experiences •  Relatively straightforward to do •  Easy, if site / templates are already up-to- date –  Valid Markup: XHTML / HTML 5 –  sitemap.xml 12
  • 13. Conclusion •  Use SEO & SearchMonkey effect to justify effort now •  Practically no impact on page speed & traffic •  One type of markup serves current SEO, Yahoo, Google, and the Web 3.0 13
  • 14. Resources •  GoodRelations Snippet Generator –  http://www.ebusiness-unibw.org/tools/grsnippetgen/ •  GoodRelations Quickstart Guide –  http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart •  Magento Extension –  http://bit.ly/cZEVQV 14
  • 15. Contact Martin Hepp Email mhepp@computer.org Twitter @mfhepp Skype mfhepp Web http://purl.org/goodrelations/ Slides http://www.slideshare.net/mhepp/presentations 15