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

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?

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1. Being visible for potential buyers

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2. Articulating the value proposition

But: Often flattened to just the price tag…

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3. For a large number of items

Example Number of Products

BestBuy > 400 k Amazon > 4 Mio. Typical small shops 1 … 10 k items

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Semantic SEO Using product master data to articulate your

value proposition over the Web

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Semantic SEO: Immediate Effects •  Improved Yahoo Rendering

•  Google Price Info

•  Ranking / Information Entropy

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Semantic SEO: Near-term Effects •  Linking Datasheets & Offers •  Linking Offers & Location Info •  Semantic Affiliate Marketing

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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

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

HTML Total HTML Total BestBuy 102 815 236 1536 Amazon 187 736 286 712 eBay 54 445 75 849

Mean 114 665 199 1032

Main Page Product Item Page HTML Total HTML Total

Minimal 1,40% 0,24% 1,31% 0,25% Full 2,19% 0,38% 3,22% 0,62% With Features

n/a n/a 6,03% 1,16%

Regular Pages

Increase by GoodRelations

in RDFa

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Experiences •  Relatively straightforward to do •  Easy, if site / templates are already up-to-

date – Valid Markup: XHTML / HTML 5 – sitemap.xml

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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

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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

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Contact

Martin Hepp Email mhepp@computer.org

Twitter @mfhepp Skype mfhepp Web http://purl.org/goodrelations/

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