Transcript
Making Organic Search Work in Magento
• SEO Landscape• Why Magento• Key SEO Factors to Consider• Ecommerce Case Studies• Basic Magento Configuration
Overview
The SEO Landscape
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)
Why Magento
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
Key SEO Considerations
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
Content
• Home & Category Pages• Blog – Integration• Product Information• Images• User Generated Content (reviews)
Ecommerce Case Studies
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
Basic Magento Configuration
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
• 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
moz.com/google-algorithm-change
searchmetrics.com/knowledge-base/ranking-factors
schema.org
pushon.co.uk/case-studies/buytshirtsonline
Other Useful Links
Web - www.PushON.co.uk Tel - +44 (0) 844 967 0565 Twitter - @PushONLTD
Any questions? Thank you for your time…
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