Magento was founded in the United States in 2008 and since then it has become one of the most popular e-commerce platforms. About 270,000 stores all over the world use Magento and according to Magento data, its vendors managed to get $155 billion of income in 2018. And there is no doubt Magento users are always searching for new ways to get more customers to their stores. In this article, we have prepared a list of tips on what you should do to get maximum Magento SEO performance and thus increase organic traffic and sales.
What Helps to Make Magento Store Rank Well
If you want to make Magento store rank well in the organic search, at first you should ensure search engines find and identify your content simply, and also there are reasons for ranking your content higher than others. All these can be split up into the so-called “Three SEO pillars”:
- Relevance means which search queries your content is relevant for. It is achieved by making helpful and well-fitting content for your visitors. The crucial point of relevance clear transfer is good technology.
- Technology pillar means technical website basis, that assists search engines in finding your website as fast and effectively as possible.
- Authority and Trust mean having links to your site. They define reliability and authority.
Whilst relevance, authority, and trust operate the same way to each platform, the technology pillar is platform-specific. A strong website’s technical foundation is a powerful base of the structure while a wonky foundation may lead to failures.
8 Magento SEO Tips for a Strong Technical Foundation
Implement SEO-Friendly URL Structure
According to Magento recommendations you would better use such pages structure:
- Product page,
- Category page,
- Sub-category page
In general, it would be as follows: website.com/category/sub-category/ Though in case you have a massive product catalog, you can choose a simple URL structure and here product page URLs looks the following way: website.com/product-name/
This can be done by going: Stores > Configuration > Catalog > Search Engine Optimization and setting Use Categories Path for Product URLs to No, and for the parameter Use Canonical Link Meta Tag for Categories choose Yes.
Thus it makes it possible to prevent index bloat by providing the access to every product page just through a single URL. Still being in the Search Engine Optimization section of your Magento backend you should make sure you are utilizing optimal URL structure.
You are also able to enable URL rewrites. It is possible by following the way: Stores > Configuration > General > Web, clicking the Search Engine Optimization tab. Then set Use Web Server Rewrites to Yes. This way you will delete the “index.php” part from your URLs, making better and more readable URLs.
In case you want to migrate your website to another e-commerce platform later, it will simplify the task. Auto-redirect can be also changed to the Base URL option to ensure that your visitors are properly redirected without losing any link juice.
Lastly, don’t forget to delete the default store code from your URLs by going the following way: Admin > Stores > Configuration > General > Web > URL options > Add Store Code to URLs and then choosing No.
Optimize Meta Information
There is a great influence of page title and meta description to both your rankings and also to click-through-rate(CTR) when your page is shown in the SERP. At this point, you should be careful as it isn’t possible to manually define a title and meta description for every page. You should utilize smart defaults, which can be overwritten in case it’s necessary.
What title is considered to be good?
The main thing is that it should be easy to understand and have some keywords, key phrases, and CTA. It also must be unique enough and its length must be from 30 up to 60 symbols to fit a search engine results title.
Which meta description is considered to be good?
The parameters of perfect title and meta description are almost the same. The exception is the length. The meta description contains from 70 to 155 symbols.
Determine meta information of your homepage
To determine meta information of your homepage, sign in to your Magento backend and do the following:
- Content > Configuration (under Design)
- Choose search for Default Store View, then click the Edit link to tune meta information of the Default Store View homepage.
- Scroll down to HTML Head under Other Settings and expand the setting options.
There are fields that you can ignore as they play no role in SEO. Among them are:
- Default Page Title,
- Default Meta Description,
- Default Meta Keywords
But also there are two fields which do matter. These are the following ones:
- Page Title Prefix: the presence of a universal prefix contradicts everything we know about the title tag. So that, leave it blank.
- Page Title Suffix: it should be filled in by – $shop Name.
Choose meta-information templates for other pages
The following templates can be used or the rest pages as About Us and landing pages:
- Page title: $pageName – $companyName
- Meta description: Check out our $pageName page!
It’s important to remember that the templates that are proposed won’t fit each business as they may not suit your style. They can just become the source of inspiration.
Make Better Your Internal Linking Structure
The concept of internal linking is to share their weight among the other pages. Often the links are leading to the home page or a page that must be strong enough to be higher in search results. A great structure makes it easier for search engine bots to walk through the entire website and form a tree of your website. Additionally, it makes users’ life easier in terms of navigation through the website.
To find the settings for internal linking you should follow: Catalog > Products section in the Magento admin dashboard where you have to select a product and navigate to Upsells and Cross-sells> Related products> add related products.
Improve Uniqueness of Your Product Descriptions
The description of products plays an important role. 99% of stores are not paying much attention to the description. The goal you must achieve is to provide a good and meaningful description for your visitors. Give them what they are looking for and solve the problem they are struggling with.
Take Care of Schema Markup
The schema markup is a type of microdata that lets search engines organize information easier. You will be able to show more information about your products in the SERPs if you implement it on your website. Some proven tools like SEO Suite Ultimate and ReloadSEO can be handy in optimization journeys. Using the schema markup you can highlight discounts, old and current prices, images, and some other useful information that will improve the CTA metric.
Make Images Optimized
Such details like product images can be harrowing to optimize. You should keep top-quality images, but small enough not to overload the page loading. Below we suggest using the following tips:
Use Image Compression
Image compression is one of the first things you should think about since fewer sized images will let google bot take your page in processing quicker. Some tools can be used to compress images on the uploading stage: Apptrian Image Optimizer and Ultimate Image Optimizer.
Set Alternative Description
When an image is not available, there must be text that will replace it. Moreover, when it comes to search engines, the alt tag values are proven to be useful for a Google image search.
Clear and Meaningful File Names
The best way is to use the comprehensive and clear for both users and search engines file name. This also proves that the product contains what the user is looking for.
Increase Your Site Speed
There is no doubt the website must be very fast in delivering content for both mobile and desktop platforms. A couple of seconds can prevent you from getting a new client. Let’s share some tips on what we usually do to speed up the Magento store.
Caching of website content
Browser caching allows the static content of your website to be stored on the user device once and there is no need to download it again once the website is visited next time. It provides a great and enjoyable experience for users surfing through the site which works that fast way.
Minimize JS, CSS files
Make sure Content Delivery Network (CDN) is used
CDNs can significantly speed up your websites by providing website resources depending on the user’s actual location. There are many CDN services on a paid and free of charge basis but you can always use a traditional Cloud CDN by Google.
Change hosting provider or hosting provider plan
The fastest and easiest way to improve the speed of a website is to change the hosting provider to a more reliable one or just change a hosting provider plan to a more powerful one. Many hosting providers suggest using specifically optimized machines for Magento websites with predefined configurations in terms of hardware and OS.
Utilize Magento SEO Extensions
SEO Suite Ultimate
This extension is in the top 10 of extensions for SEO on the Magento marketplace. It helps you to cover the duplicates in content, arrange a hierarchy of internal linking and take care of templates for product categories. It also provides you the ability to find and remove unavailable links. There are also useful configurations for prices, ratings, and reviews which can automatically influence a rank in search results.
SEO manager is an extension that allows you to enhance a website’s attractiveness in search results. It can be used to create a friendly sitemap, create fruitful snippets and also contract duplicates in the content. It can significantly help with the creation of URL structuring.
Despite Magento having enough SEO – friendly out of the box, some things can be done for search engine visibility improving and chances of ranking boosting. Use tips given in the article to begin raising search engine rankings and take benefits of it. And in case you have any questions, feel free to contact us.