Join David Booth for an in-depth discussion in this video Working with semantic HTML for ecommerce, part of SEO Foundations.
- E-commerce sites are different from most normal websites because they have very specific content about very specific products. To help search engines identify these specific bits of content, we're going to take advantage of microformatting from Schema.org. Schema.org contains many schemas that can help identify different kinds of content. And that includes E-commerce content. Your E-commerce site will have product pages. And these pages should be using the schema for products found at Schema.org/product. In your code, you can specify a product name, a description, a product image, and even brand, manufacturer and model information.
Another element you can associate with your products are offers. Offers have a whole list of properties that you can populate. Things like how much you're selling the product for, the availability of that product, and what condition that product is in. Or even what date that price is valid until. You can also mark up any rating information that you have for a product, by using the rating schema. This can be found at Schema.org/AggregateRating. And to take further advantage of user-generated content, you can apply microformatting to the reviews you're collecting on your products.
Schema.org/review provides the sytax around properties like the title of the review, who wrote it, when it was published, and of course the content of the review itself. If you operate a local business, as well as an E-commerce storefront, you can also provide detailed information about your business locations. You can use microformats to specify your business address, along with a link to a map, the contact information for that location, and a description of your business. If you have more than one location, make sure you're doing this for each one individually.
And you can even associate reviews, photos, and events for each of your listings. And make sure to take a look at the schemas that exist for specific types of businesses, like restaurants and professional services, to see if there are any elements or properties that make sense for you. Taking full advantage of the Schema.org microformats for your E-commerce specific data, is a great way to make sure that search engines know exactly how to interpret your content. And investigating the various microformats that are out there, might help you add more relevant content that you wouldn't have otherwise thought of.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is SEO?
- Understanding how search engines index content
- Researching keywords
- Using SEO tools
- Optimizing pages for keywords
- Optimizing code and site structure
- Building links to your content
- Optimizing nontext components of a webpage
- Analyzing content quality
- Defining your audience, topics, angle, and style
- Promoting your content via social media
- Measuring SEO effectiveness
- Setting up Google+ Local
- Optimizing ecommerce sites for search
- Configuring sites for mobile