1. eCommerce SEO
Toni Anicic, Technical SEO

3. 5 years of eCommerce consulting

4. A few facts about Magento

7. "SEO Features"

8. From Magento's Official Website:
Search Engine Optimization Offering
● 100% Search Engine Friendly
● Google Site Map
● URL Rewrites give full control of URL's
● Meta-information for products and categories
● Auto-generated Site Map for display on site
● Auto-Generated Popular Search Terms Page

10. /catalogsearch/

12. Magento Extensions

13. Duplicate Content Issues
On almost all eCommerce platforms out there

16. Products in Multiple Categories
example.com/category1/product1.html
example.com/category2/product1.html

17. Session Based Breadcrumbs

20. Don't
be a
mindless
tech
drone

22. Title Prefixes
65-70
characters
12
words

23. Main Navigation Structure

25. If it’s really important it needs to
be in main navigation.
It doesn't matter if it’s a
category, product or a static
page.

26. Think twice about what's an attribute
and what's a category

28. "SEO Friendly Text"
on online stores

31. Search: bags for sale

32. Search Intent

33. What to do with out of stock
products?

34. Multilingual e-commerce SEO

35. Magento
-Website
-Store
-Store View

36. rel alternate hreflang "X"

37. example.com.au/category/product1.html
<link hreflang="en-GB" rel="alternate" href="http://example.co.
uk/category/product1.html" />
<link hreflang="en-AU" rel="alternate" href="http://example.com.
au/category/product1.html" />
example.co.uk/category/product1.html
<link hreflang="en-GB" rel="alternate" href="http://example.co.
uk/category/product1.html" />
<link hreflang="en-AU" rel="alternate" href="http://example.com.
au/category/product1.html" />

38. Don't mix rel alternate hreflang and
rel canonical implementations

39. example.com.au/category/product1.html
<link hreflang="en-GB" rel="alternate" href="http://example.co.
uk/category/product1.html" />
<link hreflang="en-AU" rel="alternate" href="http://example.com.
au/category/product1.html" />
<link rel="canonical" href="http://example.co.uk/category/product1.
html" />

40. Properly cross-link the translations

41. NOT GOOD:
example.com.au/category/product1.html
<a href="http://example.co.uk/">UK</a>
GOOD:
example.com.au/category/product1.html
<a href="http://example.co.uk/category/product1.html">UK</a>

42. Country folder or subdomain?
example.com
example.com/en/
example.com/de/
or
en.example.com
de.example.com

43. Country folder or subdomain?
m.example.com
m.example.com/en/
m.example.com/de/

44. Don't do automatic redirects
“Avoid automatic redirection based on
the user’s perceived language. These
redirections could prevent users (and
search engines) from viewing all the
versions of your site.” – Google
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=182192

45. schema.org

47. THANK YOU!
Toni Anicic, Technical SEO