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…