Hi, I'm Peter Macinkovic

Technical SEO Specialist from Melbourne, Australia

Just a Digital Marketer that gets to works on the web and loves it!

My name is Peter Macinkovic and I am a Technical SEO Strategist and eCommerce Specialist - spending my time tinkering away on web platforms like Shopify.

After working in-house as a Digital Marketer for an online beauty retailer, I now work agency side as a specialist in all thing technical in the world of search and organic discovery.

I live in Melbourne, Australia with my beautiful wife, Aki, and I know more about the mechanisms of a good skincare routine than I ever thought I would need - a perk of getting into the beauty and personal care industry.

Innovate Online is where I do my tech magic thing on a daily basis, helping plan roadmaps, perform migrations and audit crawl traps for our fine clients.

Doing SEO in some platforms is hard, but doable, and where would the fun be if you did SEO in easy mode?

Peter + Aki

Who is Peter Macinkovic?

I studied B. Design Multimedia (Systems) at RMIT which gave me a broad spectrum of knowledge across design, computer science, engineering and business.

Now, I spend my time implementing crawl, indexing and technical search strategies for medium-large businesses โ€“ spending a lot of my time in Excel, Screaming Frog and my Code Editor.

I get to work on some really cool and interesting things like:

  • Custom IA designDesigning website Information Architecture to improve crawlability as well as discoverability for humans and robots.
  • Technical SEO StrategyMaximising organic reach via SEO strategy whilst playing SEO on hard mode with Shopify's limitations
  • Paid amplification with Google Ads, Product Listing Ads and Facebook Audience Engagement
  • Fun with Marketing Automation sequences with Klaviyo

The great thing about our industry is that a Technical Marketing person like me didn't even exist when I started University way back in 2008.

The ability to apply my development and analytical skills to a field like marketing is super fun, valued and ever growing.

Stuff that I like and I am really good at

The start of any SEO project begins with the audit and the firestarter of any good audit will be the crawl analysis. Tools like Screaming Frog and Sitebulb makes SEOs lives easier by crawling through a website, identifying 'spider traps', technical problems and issues on scale. From there, you can make a plan to perform fixes on a one-to-one basis and on scale to improve indexability, crawlability and SERP performance.

Shopify has exploded in popularity in the past four years as a user friendly, frictionless ecommerce experience. As a hosted platform, it comes with strict limitations that provide a challenge in implementing complex Information Architecture and best practice SEO. Working within these constraints and pushing the liquid templating language to its limits can make the most out of a Shopify store to sell online.

You can only control what you measure. Google Analytics is an enterprise level analytics tool available for everyone and is critical for understanding how your web application performs. Creating filtered views, segments, reports, integrating with Google Ads and Search Console data to gain insights on your paid amplication and organic campaigns. Others tools like Yandex.Metrica and VWO complete the toolset, gaining heat map and session recording insights.

Melbourne has a thriving and inclusive technology community and it is on full display with many of the local Meetups. I have attended Meetups regularly for the last five years, with the Melbourne SEO Meetup being my monthly ritual to catch up with friends within the SEO space. Other Meetups I try to attend every once in a while are the Melbourne Shopify Meetup, Drupal Meetup and eCommerce Meetup. Come by some time and say hi =)

Latest blog posts

Structured Data + SEO Gold - Melbourne SEO Recap for May 2019๐Ÿ“… Published on May 08, 2019 by Peter Macinkovic
๐Ÿ•‘ 16 min read ๐Ÿ–น 3191 words

The first Tuesday of the month means another Melbourne SEO Meetup! The May 2019 Meetup was exciting for me because it is the first time in almost a year in which I get to present! Mingling and Chit-Chat with the Melbourne SEO Community Turning SEO into Gold byโ€ฆ

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Pitfalls of a Complex Shopify Website for SEO and Crawlability๐Ÿ“… Published on March 16, 2019 by Peter Macinkovic
๐Ÿ•‘ 15 min read ๐Ÿ–น 2877 words

Doing SEO in Shopify is like doing SEO in hard mode. A hosted CMS prevents customisation when need be. Robots.txt is locked in. Sitemaps are automatically generated. Content types are 'locked in' and liquid is a limited templating language that makesโ€ฆ

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Cash is King - Freelance Melbourne March Meetup๐Ÿ“… Published on April 07, 2015 by Peter Macinkovic
๐Ÿ•‘ 7 min read ๐Ÿ–น 1290 words

I love learning and meeting new people so every month I try make at least four relevant meetups or networking events that really speak to me. These meetups are great and provide great insights into the way I do business as well as provide a chance to rubโ€ฆ

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Should you place the product price in a page title?๐Ÿ“… Published on March 16, 2015 by Peter Macinkovic
๐Ÿ•‘ 4 min read ๐Ÿ–น 765 words

Note: I originally wrote this blog post in 2015 and in four Years working eCommerce, I actually have developed a more nuanced opinion on this subject. Namely, I think product pricing and ranges are stronger intent signals than words like cheap etc. I try toโ€ฆ

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MelbCSS March Meetup, 2015๐Ÿ“… Published on March 11, 2015 by Peter Macinkovic
๐Ÿ•‘ 9 min read ๐Ÿ–น 1689 words

With Melbourne SEO being scheduled for Tuesday night, Wednesday night was freed for my first trip to the Melbourne CSS meetup. Located at the heaquarters of the 99 Designs office, the MelbCSS Meetup was scheduled to kick-off at 6:30pm (the talks actuallyโ€ฆ

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Seeing the full conversion funnel in Google Analytics๐Ÿ“… Published on February 10, 2015 by Peter Macinkovic
๐Ÿ•‘ 5 min read ๐Ÿ–น 803 words

I often contribute to StackExchange websites, mainly to the Webmasters StackExchange as SEO is the main topic there. I plan to go over all of my (successful) answers on the Stack Exchange website and dive deeper in my blog. Jimmy Hooker asked the followingโ€ฆ

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Is there a difference between link relationships and sameAs microdata?๐Ÿ“… Published on February 09, 2015 by Peter Macinkovic
๐Ÿ•‘ 4 min read ๐Ÿ–น 643 words

I often contribute to StackExchange websites, mainly to the Webmasters StackExchange as SEO is the main topic there. I plan to go over all of my (successful) answers on the Stack Exchange website and dive deeper in my blog. Jason Chisel asked the followingโ€ฆ

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Google will not penalise you for duplicate GitHub pages๐Ÿ“… Published on February 06, 2015 by Peter Macinkovic
๐Ÿ•‘ 4 min read ๐Ÿ–น 765 words

I often contribute to StackExchange websites, mainly to the Webmasters StackExchange as SEO is the main topic there. I plan to go over all of my (successful) answers on the Stack Exchange website and dive deeper in my blog. Walbuc asked the followingโ€ฆ

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