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Platform Kombat Shopify vs Magento

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10 rounds of technical platform capabilities accessing the impact of these on SEO performance and opportunities

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Platform Kombat Shopify vs Magento

  1. 1. PLATFORM KOMBAT
  2. 2. V
  3. 3. WHO AM I? HEAD OF SEARCH @ RED HOT PENNY • Responsible for organic and paid teams • Over a decade in ecommerce and digital marketing • Love Lego, Star Wars, football, golf, music, gaming and of course SEO! Worked with…
  4. 4. WHAT ARE WE DOING? Comparing 2 popular ecommerce platforms in 10 rounds of technical SEO capabilities Accessing the potential impact of these SEO opportunities
  5. 5. ROUND 1: FRIENDLY URLS
  6. 6. FRIENDLY URLS: WHAT? URLs designed to match the needs of the users search WHY? Help search engines understand what the page is about and sends stronger signals HOW? Customise to make them relevant and user friendly
  7. 7. FRIENDLY URLS: https://uk.gymshark.com/pages/shop-men https://uk.gymshark.com/collections/bottoms/mens https://www.zoggs.com/swimwear/mens https://www.zoggs.com/swimwear/mens/performanc e
  8. 8. WINNER! More flexibility and better naming convensions
  9. 9. ROUND 2: FILTERING & PAGINATION
  10. 10. FILTERING: WHAT? Standard ecommerce functionality on category or product list pages WHY? Help users narrow in on the product their trying to find using certain criteria HOW? Search engines crawl and index them (if allowed) and are a source of new ranking opportunities
  11. 11. FILTERING: https://uk.gymshark.com/collections/base- layers/mens+filter-colour-blue • Canonical to itself • Clear and concise https://www.zoggs.com/swimwear?fabric=780 • Canonical back to source category • Not clear what the filter is
  12. 12. WINNER! Clearer to determine what the filters are Better ability to rank for variations
  13. 13. ROUND 3: CANONICAL TAGS
  14. 14. CANONICAL TAGS: WHAT? HTML tags implemented directly into HTML or via Google Tag Manager (GTM) WHY? Tell search engines which page is the “master” version HOW? Stops duplications and dilution of authority
  15. 15. CANONICAL TAGS: URL: /collections/bottoms/mens+filter-colour-red Canonical URL: /collections/bottoms/mens+filter-colour-red URL: /swimwear?colour=672&fabric=780 Canonical URL: /swimwear
  16. 16. WINNER! Can determine canonicals freely whereas shopify is more rigid and does not allow for flexible application of the canonical tags
  17. 17. ROUND 4: ROBOTS.TXT
  18. 18. ROBOTS.TXT: WHAT? First file that bots look for when visiting a site WHY? Determines what they can or can’t crawl on the site HOW? Flexibility to tailor how crawl budget is spent and can solve duplications
  19. 19. ROBOTS.TXT: Shopify does not allow you to edit the robots file, they say what they add in is right. Forces you to add code to individual pages for non index. Can access the file and exclude pages as and when required giving more flexibility and helping to optimise the crawl budget. Warning can be dangerous if you don’t know what your doing.
  20. 20. WINNER! More flexibility and ability to optimise your crawl budget
  21. 21. ROUND 5: CATEGORIES
  22. 22. CATEGORY STRUCTURE: WHAT? How products are structured and found on site (navigation) WHY? Help users to find what they are looking for easier HOW? Structure them to determine the themes and topics of the site and what the business is about
  23. 23. /pages/shop-women /collections/t-shirts-tops/womens /uk/junior /uk/junior/boys /uk/womens/dresses CATEGORY STRUCTURE:
  24. 24. WINNER! URLs line up with the category structure giving better signals Shopify category landing pages have to be custom pages that don’t follow the structure
  25. 25. ROUND 6: SITEMAPS
  26. 26. SITEMAPS: WHAT? File providing information about the pages of the site WHY? Another way to navigate through the site (HTML for users, XML for search engines) HOW? Use them to advise site structure and ensure pages are crawled
  27. 27. SITEMAPS: • Auto generated sitemaps for products, pages, and blogs • Last modified dates are accurate from server logs • Does not allow to determine priority for pages • No video sitemap • Can be manual or auto generated • Last modified dates can be taken from server logs • Allows for priority to be added page by page • Ability to create video and image sitemaps if required
  28. 28. WINNER! Magento and shopify’s sitemaps are good and provide the data needed Maybe Magento has a slight advantage in terms of flexibility &
  29. 29. ROUND 7: CONTENT
  30. 30. CONTENT: WHAT? Custom pages – informational / campaign based pages WHY? Create useful information outside of PLP’s or listing pages HOW? Create customised pages to be part of campaigns, earn rankings and build authority
  31. 31. CONTENT: Any campaign content or custom content must follow the specified structure /pages/ Makes authority channelling harder / more complex as campaigns can’t be linked via the folder structure https://international.triangl.com/pages/cam paigns Flexibility to create custom pages depending on the requirement Content is not determined by the platform capability Content can be added at any level in the structure and link effectively to any category https://www.prettylittlething.com/campaigns /2019/molly-mae/?navigation-campaigns- mollymae
  32. 32. WINNER! Pages are more customisable Able to add pages closer to the root domain to give more authority Content can be created for and linked to specific campaigns
  33. 33. ROUND 8: PAGE SPEED
  34. 34. PAGE SPEED: WHAT? How quick your site pages load for users WHY? Now one of the biggest elements of search engine algorithms HOW? Improve load times to improve user experience thus boosting ranking signals
  35. 35. PAGE SPEED: • Cloud based hosting infrastructure • Offers a good CDN • Built in image size parameters (optimisation) • Minifies CSS automatically • AMP apps available • Page caching solution • Can include CDN (cloud version) • Apps available for all page speed elements
  36. 36. WINNER! Slight winner due to standard features that come with a hosted environment The onus is on you when it comes to Magento
  37. 37. ROUND 9: HOSTING
  38. 38. HOSTING: WHAT? Location of the servers that your site is hosted on WHY? Server location is part of the algorithm HOW? Location can help determine which market you are targeting
  39. 39. HOSTING: • Hosted platform • All shopify sites locations are classed as Ottawa Canada • No ability to change server location & configurations • Self hosted platform • You determine where and what it is hosted on • More ability to locate sites based on target market
  40. 40. WINNER! Ability to determine where the site is hosted and who with Ability to change server configurations for speed and optimisation purposes
  41. 41. ROUND 10: INTERNATIONAL
  42. 42. INTERNATIONAL: WHAT? Ability to add additional sites to your domain WHY? Help business growth outside of your main target market HOW? Structure sites to serve localised content, products, services to a specific country
  43. 43. INTERNATIONAL: • Can add multiple sites in the platform • Limited multilingual capability without using plugins • 2 solutions for international set up • Sub domains • Top level domains domains (TLD’s) • Ability to add multiple sites • Multilingual capabilities (more with extensions) • Multiple solutions for international targeting • Sub domains • Top level domains domains (TLD’s) • Sub folders (/uk/)
  44. 44. WINNER! More capability to target multiple countries / markets Ability to use sub folders for country targeting (recommended for SEO) Hosting can be dedicated for each country Able to provide fully localised experience
  45. 45. MY VERDICT:
  46. 46. VERDICT: My opinion: Shopify is stronger if you want an out of the box solution that is quick and easy to get going and is good enough for starting up with SEO. Both platforms will achieve success in SEO but success will be limited with Shopify. Magento will allow you to tap into a much more advanced way of optimising for SEO. Magento will help you to unlock the full potential of the organic channel.
  47. 47. OVERALL WINNER!
  48. 48. THANK YOU WWW.REDHOTPENNY.COM | HELLO@REDHOTPENNY.COM | @REDHOTPENNYHQ

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