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Magento Search Engine Optimization

Book Description

You’ve built a great online store and all you need now are customers. This is where this invaluable tutorial comes in. Specifically written for Magento users, it uncovers the deep secrets of successful Search Engine Optimization.

In Detail

Magento is a feature-rich, professional, open source e-commerce application that offers merchants complete flexibility and control over the look, content, and functionality of their online store. You may have the most attractive Magento store on the Internet with the most competitive prices, but without visitors, you’ll struggle to make significant sales. By increasing your website traffic through SEO and implementing a few simple conversion rate optimization techniques, it’s possible to see a dramatic growth in revenue through your website.

Starting with the basics, Magento Search Engine Optimization is a comprehensive guide on how to better optimize your Magento store for search engines such as Google, Bing, and Yahoo. This book will show you how to maximize Search Engine Optimization for your shop website as well as how to implement and incorporate SEO-enhancing techniques and features, layering them progressively into your Magento shop site.

With this example-oriented guide, you will become acquainted with a lot of the SEO-related features that Magento is equipped with and how to enable these and configure them correctly. You’ll learn which types of pages are most appropriate for optimizing various types of keywords, leaving you well equipped for the on-going management and optimization of your Magento store.

You’ll also learn how to implement best practices when optimizing all the different elements on category and product pages such as titles, descriptions, and headings. This book also contains information on important SEO topics such as multi-regional store implementations, improving page loading speeds, and tracking your customers through Google Analytics. You will be able to add semantic mark-up to your pages and implement technical URL rewriting to avoid common duplicate content problems. There’s also a whole chapter dedicated to some of the best SEO-related Magento extensions. By the end of this book, you will be armed with optimization techniques that will help you generate more sales.

What You Will Learn

  • Adjust the default Magento configuration to benefit SEO
  • Understand which of Magento's many pages is best to optimize for certain types of phrases
  • Analyze and track your customers through Google Analytics
  • Improve optimization through the use of third-party SEO- and CRO-related Magento extensions
  • Remedy duplicate-content-related problems through both simple configuration and more advanced 301 redirecting techniques
  • Implement sematic mark-up such as breadcrumbs, reviews, and product schema to better represent your pages in search engines
  • Speed up the Magento framework through cache management systems and server compression methods
  • Adapt the default Magento templates to improve user experience
  • Downloading the example code for this book. You can download the example code files for all Packt books you have purchased from your account at http://www.PacktPub.com. If you purchased this book elsewhere, you can visit http://www.PacktPub.com/support and register to have the files e-mailed directly to you.

    Table of Contents

    1. Magento Search Engine Optimization
      1. Table of Contents
      2. Magento Search Engine Optimization
      3. Credits
      4. About the Author
      5. About the Reviewers
      6. www.PacktPub.com
        1. Support files, eBooks, discount offers, and more
          1. Why Subscribe?
          2. Free Access for Packt account holders
      7. Preface
        1. What this book covers
        2. What you need for this book
        3. Who this book is for
        4. Conventions
        5. Reader feedback
        6. Customer support
          1. Downloading the example code
          2. Errata
          3. Piracy
          4. Questions
      8. 1. Preparing and Configuring Your Magento Website
        1. Focusing on your keywords
        2. The role of the home page
        3. Structuring our categories for better optimization
        4. Optimizing our CMS pages
        5. Optimizing our titles, content, and meta information
        6. Adjusting our Magento configuration for SEO
        7. Default <head> settings
        8. XML sitemap
        9. Google Analytics
        10. Summary
      9. 2. Product and Category Page Optimization
        1. Optimizing titles and descriptions for the SERPs
          1. Adjusting our category titles and descriptions
          2. Adjusting our product titles and descriptions
        2. Optimizing our URL keys
        3. Layout and content considerations
          1. Category page layout
          2. Product page layout
          3. Optimizing our headings
          4. Optimizing product and category descriptions
          5. Additional tips for content
        4. Optimizing images and selling your product
        5. Implementing schema (rich snippets)
          1. Adding the schema.org markup to our templates
        6. Implementing social sharing for products
        7. Summary
      10. 3. Managing Internationalization and Multiple Languages
        1. Choosing the right domain structure for multiregional websites
        2. Store-specific configuration
          1. Translating URL keys
          2. Translating template content
        3. Avoiding duplicate content when translating pages
        4. Summary
      11. 4. Template/Design Adjustments for SEO and CRO
        1. Organizing our heading structure
          1. Changing our heading structure on the home, category, and product pages
        2. Integrating the breadcrumb and organization schema
          1. Adding structured data to our breadcrumbs
        3. Adding rel=next/prev to our category pagination
        4. Adding reviews directly onto our product pages
        5. Removing unwanted blocks from the checkout
        6. Summary
      12. 5. Speeding Up Your Magento Website
        1. SEO benefits of a fast Magento website
        2. Magento configuration settings to increase speed
        3. .htaccess modifications
        4. Server-side performance and scalability
        5. Online tools to test performance
          1. Mage Speed Test
          2. Pingdom Website Speed Test
          3. Google Page Speed Insights
        6. Summary
      13. 6. Analyzing and Tracking Your Visitors
        1. An overview of e-commerce analytics reports
          1. Adding secondary dimensions and advanced filters
          2. Advanced segments
        2. Understanding Multi-Channel Funnels
          1. Assisted conversions
          2. Top conversion paths
        3. Adding events to track phone number clicks
        4. Universal Analytics
        5. Implementing and analyzing content experiments
        6. Summary
      14. 7. Technical Rewrites for Search Engines
        1. Additional .htaccess modifications
          1. Maintaining a www or non-www domain prefix
          2. Removing the /index.php/ path once and for all
          3. Redirecting /home to our domain
          4. Redirecting older pages
        2. Improving our robots.txt file
        3. Resolving layered-navigation duplicate content
        4. Summary
      15. 8. Purpose-built Magento Extensions for SEO/CRO
        1. Installing extensions
        2. Popular SEO-specific Magento extensions
          1. SEO Suite Ultimate by MageWorx
          2. Google Shopping feed by Rocket Web
          3. Universal Analytics by Aromicon
          4. Magento WordPress Integration by FishPig
          5. AddThis by AddThis
          6. Creare SEO by CreareGroup
        3. Extensions to help improve CRO
          1. Turpentine by Nexcess
          2. One Step Checkout by OneStepCheckout.com
        4. Noteworthy extension developers
        5. Summary
      16. Index