Experienced e-commerce developers would straightforwardly recommend Magento when it comes to choosing the content management system for an online retail store. Two things that make them recommend Magento over others are the minimum requirement of investment and the time for customization. Magento CMS comes ready for use. It’s open source which means that the major cost of the project would be invested in paying developers’ fees.
Please note that Magento Commerce (On-Premises) is not a free version and only recommended for large businesses.
The development of a Magento based e-commerce store is easier and affordable because of the open-source licensing of the CMS. But the development will not be considered successful unless it receives goods response from customers. Please note that launching a store with an attractive look & feel and a store attracting a good number of customers are two different things. You can easily hire a good developer to put your store online in lowest investment, but it’s not easy to get the desired traffic to that store.
Whether you are an existing Magento store owner or launching a new one, to stay in the market, you would always need an ever increasing number of customers. But as I mentioned already that it’s not easy to attract customers to a store. This is where the search engine optimization plays its role. Magento based stores do also support the search engine optimization techniques. Here I am going to mention some excellent techniques for a Magento based e-commerce store.
Content is the King for an eCommerce website too.
The whole web depends on the content. We have text, images, and video as the key formats to provide content to the audience. Every page of a website should include sufficient content so that a search engine can give it proper weight and enlist it to results.
When it comes to creating content for a product, it should properly describe the product, such as its description, features, size, weight, dimensions, use-instructions, and everything else. These details convince customers to buy products.
Also, text content should be given more stress in the comparison of others like images and videos. It’s because search engines cannot understand what is being carried by an image, video or audio. Whatever values an image, video or audio is adding to the front-end of a page, search engines just don’t understand it. With the presently available technology, a search engine cannot read anything other than text, alt tag and title tags. For now, there is no technology available which can understand what an image is portraying or what a video is playing.
You can put images and videos for the audience who interacts with a website as end-user, but search engines will not understand them.
Pictures and videos should also interact with search engines, like text does.
Search engines cannot read details in an image or video. Even Google’s image search engine cannot read details inside an image. It works on patterns and colors of an image and suggests the closest match of it. So, if a leather waist belt’s image pattern is matching with an image of a hip flask, Google will not be able to make a difference in them both.
Search engines cannot also read text on an image or in a video, but they can easily read the alt tag and title provided in text format.
Both images and videos can still take advantages of their names, alt tags, and titles, which are provided in the text format as search engines can read these details only. The same applies on the PFD and DOXS files.
An image of a brown leather jacket, for example, on an e-commerce store named as LJ0012 will not be able to take advantages of a search engine’s natural behavior. On the other hand, when the same product is named as the ‘brown-leather-jacket-0012’, it is optimized for search engines. Now search engines would read at least the name of the image. This is how an image can be made rich with name, title, and alt tag.
Use fresh content on every single page
E-commerce sites sell hundreds of products for a single purpose. These products may be different in terms of manufacturing, design, and various other properties. Often time website administrators put a single piece of content for tens of products used for a single purpose. This is where they do mistake. Google considers each of the pages as an individual page. Google says that no page should have duplicate content even when you are selling hundreds of products for a single purpose.
Now if you still put a single piece of content for hundreds of similar products, you will deliberately degrade the ranking of all your pages.
Use Extensions to enhance User Experience
SEO isn’t all about adding good content and right placement of keywords on a webpage. The SEO of e-commerce also covers everything on a page looking better and understandable to users. Thank god we already have a number of Magento extensions for this purpose. With these extensions, we can add the desired user experience to an e-commerce website. Magento extensions are available as both free and paid.
Put Your Robots.txt on work
Search engines look for robot.txt in every website they crawl for listing. Both images and videos can still take the advantage of their names, alt tag, and titles, which are provided in the text format as search engines can read these details only. You can access the robot.txt in your Magento store in this way
- Go into ‘System’
- Click into ‘Configuration’
- Click into ‘Design’
- Click into ‘HTML Heads’
Find the ‘Default Robots’ setting and change it to “INDEX, FOLLOW”
This will let search engines index your website.
Put Metas in Meta Fields
Magento CMS provides Meta fields like WordPress. In a non-Magento website, it’s generally done by opening the source page in a text editor and then putting the required title and Meta tags. In a Magento based website you can do it simply by going into configuration page / design / HTML head. You can change titles and descriptions as per your product needs. Also, don’t forget to add the related keywords as well.
Generate a Google Sitemap
Magento lets you easily create an XML sitemap just from the back-end. To do this, go into the configuration then click on the Google Sitemap settings and there, change your configuration to enable sitemap generation.