A presentation about optimization of the Magento platform, mostly focussing on microformats and rich snippets.

1. Magento Optimization
Getting more out of Search
Joost de Valk, OrangeValley - Meet Magento 2010

2. Open Source Theology
IBMS
SEO WebKit
Geek Marketeer
CSS WordPress Speaker Blogger
Online marketeer
Joost de Valk, OrangeValley - Meet Magento 2010

3. I work for OrangeValley, a company that develops WordPress and Magento websites but
mostly helps it’s customers make more money by consulting for them on SEO and Conversion
Rate Optimization.

4. A sample of our clients

5. http://yoast.com/
Joost de Valk, OrangeValley - Meet Magento 2010
I blog on http://yoast.com/

6. So usually, I’d copy paste some slides...

7. Be an obnoxious fat bastard and present it

8. 1 small little problem

9. Joost de Valk, OrangeValley - Meet Magento 2010
I hadn’t done one single presentation on Magento SEO up till, well, now.

10. Joost de Valk, OrangeValley - Meet Magento 2010
You see, this is how I was introduced

11. http://yoast.com/articles/magento-seo/
Joost de Valk, OrangeValley - Meet Magento 2010
They mentioned this article, but... I didn’t write that article... Joachim wrote it!

12. Joost de Valk, OrangeValley - Meet Magento 2010
And I’m NOT Joachim.

13. I am smart.
Or at least I
think so.
So, I decided to start from scratch.

14. Who recognizes this? It’s the Yoast Blank SEO theme :)

15. http://www.magentocommerce.com/magento-connect/
Yoast/extension/974/yoast-blank-seo-theme
Wie herkent dit?

16. I started optimizing. I added the product name in more spots.

17. And then started crying. The sample data sucks, as far as SEO is concerned.

18. So I started editing the data and making product titles shorter.

19. And I started looking at the URL’s.

20. Making the URL’s default to /product/ is easy, just pull down the dropdown and set it to “no”
here.

21. And don’t forget to then enable the canonical link elements, so set both to Yes.

22. <link rel=”canonical” href=”<proper url>” />
And now this page will have a link to the proper canonical URL.

23. Breadcrumbs are still an issue. They’re session based, and thus Google doesn’t get a
breadcrumb, even though it would love to get one. We’ll have to come up with a solution for
that.

24. hreview
And now the reaul fun starts. the hReview microformat.

25. We’ve got all the data needed for an aggregate review: avg. rating, number of votes, the price
and a product name.

26. http://www.google.com/webmasters/tools/richsnippets
Using Google’s rich snippets tool you can see that I got it working.

27. These are the 4 elements you need to add the classes too.

28. http://www.google.com/webmasters/tools/richsnippets
There’s another microformat the rich snippets tool supports: hproduct.

29. All the stuff is available for that, so we added it to the theme as well.

30. Other issues we still encounter a lot:

31. Having no images for products.

32. Crappy titles.

33. This is content:
It’s 3 screenshots long, and there’s more than that even...

34. This is content.

35. This is content.

36. This is very minimal content.

37. This is no content
It’s just a feature list, that’s not enough. Sorry.

38. And which content are you using in your
affilate feeds?
Don’t use the same content in your affiliate feeds as on your site. Your affiliates will outrank
you.

39. What will the future bring?
Product search! We’re bound to get it in the Netherlands too. We’ve had experience
optimizing it at a couple of clients, it’s cool stuff.

40. 1. Short Product URLs (/product.html)
2. Write better (& more) content
3. Change titles to:
Product Name - Site Name
4. Use a decent template or hire us to fix yours.
5. Read the article, and start implementing:
http://yoast.com/articles/magento-seo/
5 things you can do tomorrow!

41. Questions? Remarks? Need help?
Email: joost@orangevalley.nl
Twitter: @yoast
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