Amongst various Content Management Systems (CMSs), Magento has emerged as one of the most powerful and reliable options for online eCommerce stores, courtesy of its rich functionality and a wide range of customization options.
Furthermore, the fact that there are over 25,0000 businesses across the world that have chosen Magento as their eCommerce platform makes it even more unswerving. As per the stats, businesses using Magento as CMS for their online stores have recorded their growth three times faster. You will also find various well-established leaders using Magento as their platform, such as Puma, American Express, Ford, Xerox, etc.
While Magento is a powerful platform, if you’re running a site on default settings, you won’t gain much in terms of the Search Engine Optimization (SEO) performance. This is why you must enhance your skills and put your best foot in front as far as Magento SEO is concerned.
We’ve highlighted some of the best SEO practices you must follow to optimize your Magento store. So, let’s get started.
Why is SEO important to rank your Magento store?
Undeniably, the eCommerce market is becoming stringently competitive with every passing day. Regardless of the industry you choose, the extent of competition is tremendous. Thus, surviving and getting noticed in such a competitive field becomes quite difficult, especially for new businesses.
After all, for an eCommerce store, it is the ability to attract new customers that decides their success or failure. So, in this race, organic search plays an important role. That is why bringing up the SEO Magento game is highly necessary. Apart from this:
- Search engine optimization helps enhance brand awareness and effectively lets users notice your products and services.
- It helps build the credibility of your brand and improves customer loyalty; thus, improving sales and returns considerably
- By making your Magento store perform well in organic search results, you ultimately spend less on paid advertising, thus, saving more.
Best SEO Practices to Improve Your Magento Store Ranking
Though Magento itself comes with many ready-made SEO tools that make the job much easier, it’s also necessary to take the torch in your hand to relish the best results. So, here are some of the most important tips on best SEO practices for your Magento store.
1. Crawling & Indexing
With SEO, your ultimate objective would be to make your eCommerce store appear on the top search results when someone searches using a relevant search query, right? This is possible if all the pages of your website are crawled and indexed properly.
When visiting a website, the Google bot looks for a robots.txt file and follows the indexing instructions provided. Ensure your website’s robots.txt file is properly created and doesn’t have any important pages disallowed or no-indexed.
Almost 73.1% of web designers believe that a non-responsive website is a huge reason why visitors leave the site. Keeping this proportion in mind, it’s evident that website responsiveness is the major criterion for determining the optimization of your platform for multiple devices.
A responsive website is accessible to every user accessing through any available screen size, whether a desktop, laptop, tablet, or mobile device. So, if you neglect your Magento store optimization for these devices, know that you’ll be missing out on huge opportunities and several potential customers.
So, make sure your Magento website is completely responsive and works well on every device.
3. URL Structuring
Since URL is the pathway for search engines to reach your Magento store’s pages, they have to be appropriately structured and optimized according to the targeted keywords. A good URL structure stays friendly to both search engines and users. An adequate URL structure should be:
- Easy to read and descriptive
- Optimized with relevant long-tail keywords
- Short and brief
- In lowercase
Also, make sure you remove the .html extension from product-category URLs and product URLs. However, do this only if you’re launching a new Magento store because removing the .html extension for an active platform can cause URL migration.
Make sure you’re not adding categories in URLs. Ultimately, Magento provides various options in its settings to rewrite and restructure the URL for your store quickly.
5. Structured Data
Structured data is another crucial aspect of Magento 2 SEO that lets you add a code snippet to your website that helps you make Google understand clearly what a particular page of your website is about. Since websites built on Magento could be enormous, structured data can be a powerful way to enhance the understanding of Google.
For Magento eCommerce stores, you need to use different types of structured data according to the page hierarchy like:
- Home Page: Organization
- Category Pages: BreadcrumbList, CollectionPage
- Product Page: BreadcrumbList, Product
- Blog: Article
This mapping will assist Google in gaining a more robust understanding of your eCommerce store’s content. Hence, you’ll be able to rank better.
6. Faceted Navigation
Faceted navigation could be one of the biggest concerns with a Magento store. This one factor can cause crawling and indexing issues as their existence considerably increases the number of pages to be crawled.
Considering that pages in the faceted navigation will either narrow or sort existing products, such pages create duplicate and similar content. Moreover, if you ponder that every combination of parameters can be a unique page, the number of pages created by faceted navigation could be huge.
Thus, if your store uses faceted navigation, you’ll have to take some steps to regular the crawling. To avoid this, it is recommended to review how the website pages are crawled and indexed. If you find similar pages crawled via multiple URLs containing different parameters, you should:
- Block the crawling of low-quality and duplicate pages via the robot.txt file
- Prevent indexing of such duplicate and low-quality pages by using no-index or canonical tags
Keep in mind that the steps mentioned above will differ on the basis of the site. So, overall, if you are using faceted navigation on your site, you must review how crawling and indexing are happening and then take necessary measures to remove low-quality pages and duplicate content.
7. Site Speed & Performance
Did you know a mere 1 second of delay can decrease customer satisfaction by 16%? Shocking, isn’t it? This is the reason that for any website, especially an eCommerce store, it is essential to maintain the loading speed.
Also, Magento needs specific server resources to run efficiently. Thus, make sure you have a solid hosting platform that is Magento-optimized. Along with that, you must configure both the hosting and the Magento platform correctly for them to perform better. For best performance, your hosting platform has to be:
- Compatible with CDN
- Running on Nginx
- Ready to support Varnish and Redis
- Optimized properly for Magento
Also, you can enable caching features to improve the site’s performance even more.
8. Meta Information
Metadata is one of the most critical factors in terms of SEO. It mainly includes page titles and meta descriptions. Both of these things leave a massive impact on the site’s ranking and the Click-Through-Rate (CTR).
A good title should:
- Be easy to read
- Have important keywords
- Include a Call-to-Action (CTA)
- Be unique
- Have a length between 285 and 575 pixels (30 – 60 characters)
You can also follow these steps for a good meta description, just that its length should be between 430 and 920 pixels (70 – 155 characters).
While these need to be defined for all the pages so that search engine bots can relate the pages with relevant search queries or keywords, it’s true that you can’t do it manually for the entire site. So, you must use intelligent defaults that can be overwritten.
9. Enable HTTPS
Serving your audience over a secure network is essential for building a successful and satisfied customer base. For an eCommerce store, using HTTPS is necessary because customers perform online transactions there.
Thus, you must enable HTTPS to let search engines know that your site is safe and reliable for transactions to take place. Magento 2 SEO tools allow you to enable HTTPS for your store by configuring the settings.
10. Blogging Is a Must
Integrating an internal blog for an eCommerce store is vital as it helps engage more audiences. Moreover, you can write blogs and articles about trending topics in your industry to keep the target audience informed and updated.
You can explore the latest topics using Google Trends or similar tools and write accordingly. Ultimately, having a blog is an excellent means of engaging your target audience while benefiting brand awareness and increased website traffic.
11. Backlink Audit
Backlinks are one of the bases used by Google for determining the credibility of your Magento store and ranking it in the search results. Therefore, when optimizing your store with various On-Page activities, you must ensure that your website has good backlinks from reputed sources.
You can also create backlinking strategies by carrying out a backlink audit of your competitors and targeting the sources for backlinks that they are utilizing. This will offer you a long-term competitive benefit.
Want to improve your Magento rankings and boost organic traffic?
While you’re familiar with all the basic foundational SEO strategies for Magento, if you’re a beginner, you’d need professional help to get the best results out of your timely and monetary investments.
Here comes HumCommerce into the picture. This one is a trusted and reliable name in the digital industry. The team behind HumCommerce has years of experience in delivering solutions and designing Magento services that cater to your needs.
Thus, to improve the Magento SEO, you can use their SEO site audit and optimization services to acquire the best results.
A good thing about Magento is that you can have reasonable control over various SEO factors easily, such as robots.txt, sitemaps, redirects, and much more. You need to be aware of all the SEO best practices to utilize various tools and facilities provided by Magento to their best. So, consider the tips mentioned above and make your Magento store SEO-friendly and rank higher.