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Magento SEO - ThinkVis Sept 2012
1. An SEOâs Guide to Magento
Commerce
By Paul Rogers
Head of Digital Marketing for GPMD
2. About Magento
⢠Powers well over 100,000 ecommerce sites
worldwide
⢠Three different versions: Community,
Enterprise & Go
⢠Bought by eBay in 2011
3. Configuration
⢠Check your headings
⢠Redirects are set to 302 by default
⢠Ensure that youâve got auto-redirects for URL
changes turned on
⢠Only auto-redirect to base URL if youâre
installing Magento on the root
4. Redirects & Rewrite rules
⢠Ensure that youâre using 301 redirects instead
of 302 redirects
⢠Remember to redirect query strings &
pagination too
⢠Think about hooks for rewrite rules before you
need to
⢠Keep an eye on auto rewrites (-1 appended to
category name etc)
5. Orphaning products & pages
⢠Cross-sell products and avoid 404s
⢠Maintain rankings and traffic
⢠Add links to related pages
⢠Be clear with the status of the product, brand
or collection (eg: out of stock, redundant
range etc)
6. 404 Case Study
⢠Jewellery retail client with over 100k pages
⢠Client removed lots of relatively new
collection pages
⢠Very few links to these pages
⢠Around 1,000 pages removed
⢠Rankings dropped considerably across the
board
7. URL Structure
⢠Top-level products
⢠Use directories and file extensions to help with
GA filters & rewrite rules
⢠Redirect generic catalog pages to search-friendly
pages or remove them:
â fredperry.com/catalog/product/view/id/15940/s/spot-print-cycling-
shirt/category/156/
â fredperry.com/men/shirts/multi-tipped-shirt.html
â paulsmith.co.uk/shop/paul-smith-wallets-443/paul-smith-wallets-
damson-saffiano-leather-billfold-waller-agxa-1032-w270-d/product.html
8. Trailing slash canonical issue
⢠Tried to resolve it and failed â several times!
⢠Use the canonical tag to point search engines
to the right page
⢠We implement manual redirects if there is a
problem
⢠Lots of potential transferrable value
9. Catalogue Search Pages
Disallow the /catalogsearch/
directory in the robots.txt file
and do a removal request for the
folder in GWT
11. Dealing with dynamic pages
⢠Add meta robots rules to apply noindex,
follow tags to dynamic pages
⢠Start submitting removal requests in GWT
12. Indexation Case Study #1
⢠We did 1,000 removal requests
per day
⢠Rankings improved very soon
after we removed the pages
⢠Organic traffic improved by over
50% within six weeks
Message in GWT
13. Indexation Case Study #2
⢠No message in GWT
⢠Around 70% of the pages in the index were
caused by layered navigation
⢠Very little organic visibility
⢠Once we removed the pages organic traffic
increased considerably
⢠Rankings improved massively for generic
terms
14. Turning Dynamic Pages into Static
Turned valueless pages into static landing
pages
/brands/breitling-
watches.html?gender=17052
/brands/breitling-watches/mens.html
/brands/breitling-watches/navitimer-
collection.html
Categorisation module on the way!!!
15. Case Study
⢠Turned well over 1,000 dynamic filter pages
into static pages
⢠Added content to each page
⢠Gradually built some links to the pages
⢠Generated around 50,000 extra organic visits
over 12 months
⢠Accounted for around 8% of all incoming
search traffic over 12 months
16. Be careful with internal links
Internal links to
category pages
and collections
17. Pagination
⢠Use rel=next and rel= prev to prevent Google
from indexing paginated versions of pages
⢠You can use our SEOpack plugin to implement
this
18. Sitemaps
⢠I would recommend having xml & html
sitemaps
⢠Video sitemaps
⢠Brand / segmented sitemap pages
Mageworx extended sitemap module
19. Be aware of reviews
⢠Review pages are duplicate content (as
content is also on product pages)
⢠Lots of extra pages being indexed (and theyâre
valueless)
⢠Would recommend blocking with meta robots
rules
20. Performance / Speed
⢠Jpeg Mini â super image compression
⢠Minimizing CSS & JS
⢠Using Mod_Pagespeed
⢠Weâre looking into full-page caching â Inviqa
have already done this so contact them for
questions
23. Use the Magento app
⢠Magento has a pre-made mobile module that
allows you to create a generic mobile phone
app
⢠You can also create a mobile site â styling
required
⢠Research The North Faceâs example
Magento Mobile Module
24. Links
⢠Get Elastic Guide to Rating Schema for
Ecommerce â LINK
⢠My Magento SEO Guide â LINK
⢠Blueglassâs visual guide to rich snippets â LINK
⢠The SEOpack Plugin â LINK
⢠The Mageworx Sitemap Module â LINK
⢠Magento Mobile Module - LINK
25. Thank you for listening!
Feel free to email any questions to
paul@gpmd.co.uk!
Our SEOpack Module:
magentocommerce.com/magento-connect/gpmd-seopack-9820.html