Organic Search in Magento - PushON
•Download as PPTX, PDF•
0 likes•327 views
This document discusses search engine optimization (SEO) for Magento ecommerce platforms. It covers the current SEO landscape including recent Google algorithm updates. It explains why Magento is suitable for SEO and lists key factors to consider like content, links, page speed, mobile optimization, and structured data. The document provides ecommerce case studies and recommendations for basic Magento configuration and an engaging SEO strategy focused on content and links.
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (15)
Similar to Organic Search in Magento - PushON
Similar to Organic Search in Magento - PushON (20)
More from PushON Ltd
More from PushON Ltd (20)
Recently uploaded
Recently uploaded (20)
Organic Search in Magento - PushON
- 2. Making Organic Search Work in Magento
- 3. • SEO Landscape • Why Magento • Key SEO Factors to Consider • Ecommerce Case Studies • Basic Magento Configuration Overview
- 5. The SEO Landscape – 2015/16 • Panda, Penguin, Hummingbird & Pigeon updates over past few years • 2015 saw mobile update “mobilegeddon” & Panda refresh • 100s of individual Ranking Factors (Searchmetrics ranking factors study, 2015)
- 6. Why Magento
- 8. Why Magento • Independent Page Titles, Page URLs, Meta Descriptions, Image ALT Tags, H1 Headings • Independent Navigation Links • Canonical URLs • 301 redirects • Integrated Blogging Platform • Auto XML Sitemap • Robots Noindex • Social Sharing buttons • Use Own Domain Name/Own IP address
- 10. Key SEO Considerations • Content – regular, engaging, drives traffic • Links – build authority, challenge in ecommerce • Page Speed – ranking factor, user experience • Mobile – ‘mobilegeddon’ update (April 2015) • Local Search – growth area for 2016 • Bonus – Structured markup (schema.org), HTTPS
- 11. Content • Home & Category Pages • Blog – Integration • Product Information • Images • User Generated Content (reviews)
- 14. bellroy.com/wallets/hide-and-seek-wallet 302 backlinks from 109 domains, 3.6k social shares firebox.com Product pages generate large amount of inbound links Do more with Product Pages
- 21. moz.com/ugc/setting-up-magento-for-the-search-engines Step by step guide to basic configuration inchoo.net/ecommerce/ultimate-magento-robots-txt-file- examples/ Boilerplate copy & examples for robots.txt file Recommended Setup
- 22. • Keep up to date with SEO developments • Define an engaging strategy around content & links • Make mobile & local part of your ecommerce plans • Ensure your basic Magento config is setup for SEO Takeaway Points
- 24. Web - www.PushON.co.uk Tel - +44 (0) 844 967 0565 Twitter - @PushONLTD Any questions? Thank you for your time…
Editor's Notes
- Panda 2011, Penguin 2012, hummingbird (core algorithm) 2013, pigeon 2014 Mobile april 2015, panda refresh july 2015 Over 50% of ecommerce traffic is now on mobile, important to consider users. Google’s update penalised on a page basis for any pages not mobile-friendly (can test with their tool)… 100s of Ranking Factors (Searchmetrics correlation study, 2015) Also Moz survey of 150 experts. User signals (CTR, time on site, bounce) Social signals Backlinks On page (technical SEO & content)
- Why do we recommend Magento?
- Not just us - top 100k ecommerce sites in the UK – data from BuiltWith.com Magento/Magento enterprise 22% of the market There are a lot of studies and curated lists of ‘best ecommerce platforms for seo’ – magento frequently comes out on top
- Magento ticks many boxes, 10-15 elements which are considered as Features That Every Ecommerce Site Needs. Particularly for technical SEO. First few points cover on site SEO, bread and butter of technical seo. Important to have control of these to ensure they are optimised for keywords, “SEO friendly URL” Alt image tag key for ranking in image search, some forms of ecommerce (eg. Apparel) this is an important, almost additional, search engine to consider Ability to manage canonical URLs & redirects is key, especially on a large ecommerce site. Helps prevent broken pages & links, affects user experience
- Whilst magento considered an SEO friendly platform, not strictly on off the shelf SEO-ready. Lots more to consider for a integrated SEO strategy and success
- So magento has a lot of SEO supporting functionality built in, but what else to consider? Focusing on 5/6 key areas from the numerous ranking factors in the SM study. Certainly more focus on content & links. Content is king is overused but true. Allows site to target long tail search terms, provides regularly updated section of the site for search engines to index, content can be used to engage with customers and drive traffic to the site, and ultimately can help to generate links. Backlinks – still one of the most important factors. Links help to pass authority from one site to another, very much quality over quantity (penguin). Challenge in ecommerce as to the most effective way to build links – product reviews/samples, links from suppliers. Looked at some alternate ways involving content in the case studies section Page speed – slower sites are penalised, if not just due to high bounce rate. 2-3 seconds wait. Online consumers want quick loading sites and experience. Google page speed insights to test, some effective ways to reduce (compressing images, or use a CDN such as AWS) minifying java, css, html Mobile – as mentioned, over 50% of ecom traffic is on mobile devices. Local – growth area. Google want to return more relevant searches for users. Key for businesses with physical locations (and definitely with multiple). Google my business profile, map results. Consistent NAP citations across web Structured markup – many elements can be marked up for better search engine understanding. Use of schema.org. Doesn’t aid rankings but can help improve CTR HTTPS – encrypts connection. ssl certificate readily available (£50 – but bigger ecom stores level of certificate needs to be higher (£250?) Ranking boost, trust signal, easy to configure in backend but must consider redirects. Some issues for full site on magento enterprise – worth setting up on checkout
- Category pages – important for users and for search engines to identify content on a page and ultimately rank it. Blog – native magento blog solutions exist but we always recommend a wordpress integration. WP very customisable, plenty of plugins – fishpig is a free extension that supports this integration, compatible with all versions of magento. Product information – often overlooked but key (95% of consumers) keep it unique (Panda penalty) Images – optimised for image search important but key for engagement with customers, use of social networks like Pinterest Reviews – extensions such as trustpilot, feefo. Generates further unique content to crawl on product pages, can be pulled into structured markup
- Link building & content, how can it be done well on ecommerce sites.
- Bellroy.com wallet product page Multiple features in econsultancy and ecommerce round ups – product video, full demonstration and well produced. High quality & resolution images, pull in posts from social media 302 backlinks from 109 domains, 3.6k social shares Product videos can be integrated with magento extensions
- Wanted to provide something more actionable. Moz guide provides a great step by step guide for some of the basic magento configuration, covers issues such as: Setting default title, description and robots directive URL rewrites (such as removing the index.php string – duplicate) Forcing either www. Or non-www. Version of site – again duplicate Autogenerated sitemap (both html and xml) Canonical tags for product/category pages Inchoo robots file – which pages to crawl (disallow magento directories, files and other URL paths) Optimising product/category pages