magento seo presentation
DESCRIPTION
My slides from the Magento LDN meetup on the 16th of August 2012.TRANSCRIPT
An SEO’s Guide to Magento Commerce
By Paul RogersHead of Digital Marketing for GPMD
Title Tags & Meta Descriptions
Primary keyword targetSecondary keyword target • I always optimise title tags with a primary and secondary keyword target
• The focus should also be on providing a compelling proposition
• Include call to actions and selling points
• The objective for your meta description should be to provide a more compelling proposition than your competitors
Redirects & Rewrite rules
• Ensure that you’re using 301 redirects instead of 302 redirects
• Where possible, redirect pages to a relevant alternative
• Don’t redirect things for the sake of it• Remember to redirect query strings &
pagination too• Think about hooks for rewrite rules before you
need to
URL Structure
paulsmith.co.uk/shop/paul-smith-wallets-443/paul-smith-wallets-damson-saffiano-leather-billfold-waller-agxa-1032-w270-d/product.html
paulsmith.co.uk/shop/damson-saffiano-leather-billfold-waller-agxa-1032-w270-d.html
• Avoid duplicate variations of the same page• Top-level products• Use directories and file extensions to help with rewrite rules and GA
filters• Don’t overuse keywords for the sake of it
SHOULD BE:
THIS:
PaginationUse rel=next and rel= prev to prevent Google from indexing paginated versions of pages
You can use our SEOpack plugin to implement this.
Avoid Unnecessary 404s
• Apply 301 redirects to transfer value• Apply 302 redirects if they’ve been
temporarily taken down• 404s can significantly reduce rankings• Orphan redundant categories and products
Performance / Speed
• Jpeg Mini – super image compression• Minimizing CSS & JS• Using Mod_Pagespeed• We’re looking into full-page caching – Inviqa
have already done this so contact them for questions
Catalogue Search Pages
Disallow the /catalogsearch/ directory in the robots.txt file and do a removal requst for the folder in GWT
Dealing with layered navigation
Turning Dynamic Pages into Static
/brands/breitling-watches.html?gender=17052
/brands/breitling-watches/mens.html
/brands/breitling-watches/navitimer-collection.html
Turned valueless pages into static landing pages
Sitemaps
• Where possible, ecommerce sites should have xml & html sitemaps
• Video sitemaps• Brand / segmented sitemap pages
Link Building
• Link building has evolved post-penguin• Context is king!• Editorial links are safest and most valuable
Thank you for listening!
Feel free to email any questions to [email protected]!
Our SEOpack Module:magentocommerce.com/magento-connect/gpmd-seopack-9820.html
I also wrote this blog post about Magento SEO: gpmd.co.uk/blog/a-guide-to-doing-seo-on-magento-websites