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SEO in Magento: 5 SEO Tips to Increase Your Website Traffic

Magento is currently ranked as the second most used eCommerce platform in the world. It offers strong marketing and catalog-management tools, but you need to tweak them around in order to get the most out of them.

SEO in Magento can be a bit difficult to handle at the beginning, but if you follow these 5 SEO Tips, you will see a significant increase in your SEO performance.

meta data sample seo
apple's result when searching for iphone 11 on Google

Use an SEO-friendly URL Structure

Use descriptive, brief, and consistent URLs so both your users and search engines can benefit from your URL structure. Well structured URLs are critical to good SEO performance in your Magento store, especially on websites with thousands of pages. Read more on Google’s recommendations regarding URL structure.

An easy URL structure for your Magento Store would be:

Optimize your Metadata 

Metadata lets you tell Google and other search engines what a page or a file is about. This information will be used by the search engine to show their users what they should expect once they click on that search result (See Apple’s Search Result when we searched for iPhone 11 on Google)

Optimizing your titles and meta descriptions is one of the most important tasks you need to cover on any site.  It is particularly difficult to do on eCommerce sites because of the large number of pages they normally have. You need to use smart default settings which will help you keep these titles and descriptions optimized over time.

How do you optimize for a great title?

A great page title must include your main keywords, a clear call to action and it must have a length between 285 and 575 pixels (30 and 60 characters respectively). Each title must be unique, so you don't compete with other pages on your own website for the same keyword (keyword cannibalization).

How do you optimize for a great meta description?

As you did for your title, your description should include your main keywords, but also a clear description of your product. Keep in mind that you need to keep it between 430 and 920 pixels long (70 and 155 characters)

How do I generate SEO and user-friendly metadata for 10,000 products?

So now comes the real question: How can I optimize all of my products in bulk? Well, Magento doesn’t have a built-in solution, so this is where extensions like this one from mageworx come in handy. You will be able to use their SEO Meta Templates as well as adjust them to your own style and apply them to all of your products.

Use Canonical URLs to avoid duplicate content

Canonical URLs tell search engines what pages to index and this is a crucial step in your Magento SEO since you will most likely have products with multiple variants like size, color, flavor, etc. 

Apply canonical URLs in your Homepage and CMS Pages

Implementing canonical URLs for your homepage and CMS pages will avoid duplicate content on your site. Unfortunately, Magento doesn’t add self-referencing canonical URLs to these pages, so the easiest way to fix it is by installing an extension like Canonical URL

Enable canonical URLs for products and categories

This is an option that you can enable directly in Magento, so you only need to go to Stores>Configuration>Settings>Catalog>Catalog>Search Engine Optimization. Select the Store View you want to edit and then look for the Use canonical link meta tag for categories and use canonical link meta tag for products fields.  Change their values to Yes.

Apply the noindex Robots directive to avoid duplicate content

Internal search engines are a common feature in eCommerce websites since it makes it easier for users to find specific products without having to navigate through a predefined path, but this tool can be harmful to your SEO in Magento if you don’t set robots directives properly.

The internal search engine in Magento will generate indexable result pages that will harm your overall domain authority since it creates low-quality pages for each result. You don’t want Google or any other search engine indexing those pages! 

Using a noindex, follow robots directive on all internal search result pages will avoid this issue on your website.

The most effective way to do this is by editing the local.xml layout file 

Navigate to magentoroot/app/design/frontend/base/default/layout/local.xml and add the following code:

<?xml version="1.0" encoding="UTF-8"?>
<!-- other code -->
<!-- other layout code -->
<catalogsearch_result_index translate="label">
<reference name="head">
<action method="setRobots"><value>NOINDEX,FOLLOW</value></action>

Save the file and you’re done! This will indicate search engines to avoid indexing these pages on their SERPs(Search Engine Result Page).

Optimize your site to load fast

This last step is not just going to help your SEO in Magento, but also help improve your site’s user experience. Studies have consistently shown that fast page speed will result in a better conversion rate. 

Optimizing your images, using a CDN (Content Delivery Network), and keeping a short amount of Javascripts loaded at the same time will help you keep your site fast. Use Google’s own Page Speed Insights tool to keep track of your site’s load speed performance and take action on their recommendations. You will want to reach the 90+ score on both mobile and desktop versions of your site.

Finally, one last tip, we recommend that you let our team of SEO experts make an audit of your site and tell you specifically where you need to focus to improve your SEO in Magento. Having an agency working on your SEO will let you focus on what really matters to you: your business.

Get your Free SEO Audit here.

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