Every entrepreneur who works on the Internet would like to appear on the first positions in Google search results. In order to do that, he needs to focus on positioning his website. How to do it well while running a store on Magento? Below we present a few suggestions prepared by our experts.
Why is positioning important?
Positioning, or so-called SEO, is one of the most important channels for acquiring new customers. Why? Because it involves the presence of your store in the Google search engine, which is at the moment one of the most frequently launched sites on the world’s Internet.
This is where internet users make their first steps in search of answers to their questions. This is also where they start their search for a place where they can buy the products they need. Therefore, when running an online store, you need to pay special attention to the position of links to your online store in google search results. After all, it is one of the most affordable ways to attract new customers to your offer.
This is because many things you can do yourself. So where is the catch? Positioning is a long-term process, which means that the first effects of work put into optimization activities will appear only after about 3 months.
Store positioning on Magento – how to do it?
As we mentioned earlier, positioning can largely be done on your own. This is because the Magento admin panel has access to the necessary settings that will improve the position of your products in search results. What should you pay special attention to? Below is a list of the most important steps which you can easily do individually.
Let’s start with the basics, namely friendly URLs. What kind of addresses are they? Those that include keyword phrases related to the products and categories they link to. The URL should be pulled from the product or category name, so it’s a good idea to check if each of them has a properly filled field. The value expressed in the “URL key” field located in the “Search Engine Optimization” section is responsible for the URL’s appearance.
The friendly URL in Magento store should look as follows:
Headings (H1-H6) have a big impact on SEO, so you should try to optimize them all in the right way. Right, meaning what kind of headings?
H1 headings should be product and category names. Lower-level headings (from H2 to H6) may refer to other important elements on individual store pages. The Magento platform does well when it comes to headings, but you should make sure that each subpage has only one H1 heading. More of them will not only have no positive effect on the positioning result, but what’s worse, they may contribute to a drop in your positions.
For your store’s product subpages to show up in search results, Google needs to know they exist. Google does this with the help of special robots – scripts whose task is to crawl the Internet and go through all the URL paths they find. If you want to make their job easier and index new pages faster, you should create hints for them.
The best hint is the sitemap – an XML file presenting in its structure links to every subpage in your store. Each product, category, static page and blog entry should be placed on such a map, so that Google can find them in the web and then start positioning them according to the description you introduced.
Meta title, meta description
How exactly does the algorithm responsible for SEO on Google work? This is probably one of the top secrets. We only know as much as Google states in its official guidelines. And the guidelines say that the meta title and meta description fields for each subpage should be completed.
What should they be filled in with? Of course – with phrases which you are going to position yourself on. However, you have to do it in such a way that the whole thing looks logical. Remember that meta title and meta description are fields which are responsible for the search engine’s display of the link to your store.
In the meta title field, we suggest including the product/category name and your store. Let the meta description serve as a short description of what the product or category to which the link leads is.
Content is king! It’s been said for several years and nothing has changed in this matter. Currently, content is king on the Internet. It is also extremely important for SEO. Keeping a store blog, on which you will post interesting content, you will make more customers interested in your offer come to your store through subsequent articles. What is more, a large number of links to specific products and entries full of relevant keywords also have an impact on the position of your site in search results.
Speaking of blogs – in addition to regular publication of articles related to your product range, take care of the so-called internal linking. It is important that the links from the entries lead to specific products, categories or other related content. This will make the robots visiting your store index individual subpages much more efficiently.
In addition, visitors to your articles will be able to immediately go to the products described in them, so you have a much better chance of them placing an order.
Are you withdrawing a product from sale? Make sure to redirect its subpage to another product (similar) or category in which it was located. You can do it by 301 redirect (which means permanent redirect of inactive url to the active one).
It is very important because the position of your store in search results depends on, among others, errors appearing on the website. Error 404 (non-existent page) is one of the most serious problems you will encounter while conducting SEO activities. Make sure there are as few of them as possible by, e.g. enabling 301 redirects directly in the administration panel on the withdrawn product page.
Otherwise, Google will think that the links on your website lead to non-existent places and its position in search results will be significantly downgraded.
Who’s going to conduct SEO autit?
The elements we have mentioned above are only a small part of the broad topic which is SEO for Magento store. You need to know that this is a very complex subject and going through it would require a long series of detailed articles.
The most important thing in SEO is search engine optimization. Apart from the mentioned issues, it is also typically related to technicalities. To make it as fast as possible, you need professionals who will perform an SEO audit for you.
A good e-commerce agency is able to offer such a service, which will result in a detailed report on the status of your store, the elements that have already been optimized and those that need to be optimized in the near future. E-commerce agency is often willing to take on some of the optimization work, especially that related to the technical side of positioning.
If you are curious how SEO can bring your business tangible benefits, contact us. We will gladly perform a SEO audit for you and provide you with the knowledge necessary to fight for first search engine positions.