“What doesn’t kill you makes you stronger.” Unless it’s a lack of SEO update. Lack of SEO updates will absolutely kill your website off the map.
Did you know that Google has a blog? And they put out an article saying they make 3200 changes regarding their ranking criteria and algorithms. And the irony is that this bit of juicy inside into Google magic doesn’t appear on the SERP.
It’s almost like they’re purposely hiding it from you while constantly updating their game. That’s why Magento 2 SEO optimization is a must for anyone that has a Magento shop online.
SEO for Magento Ecommerce in 2020, what stands out and gets results? Let’s find out.
#1 Perfecting technical SEO
Why? You may ask
This is both the easiest step and the foundation for a great ranking. Easiest because you can set it into motion and automation.
And as a foundation, SEO for Magento eCommerce (or any other platform) has its own system that needs to maintain and expand. For example, Magento 2 is known for its inclusion of Google Analytics.
Keys to the strategy
It’s all about KPIs. I highly recommend you make a KPI system as part of Magento 2 SEO optimization for 3 reasons:
- This is best to layout a flexible measurement
- It’s wise to monitor and rate your technical SEO as it varies
- Easier to notice and fix bug along the way
And below are key performance indicator results you need to measure.
XML sitemap and craw report
Always have an XML sitemap. This is the utmost SEO for Magento website step you can take because nothing else matters if you can’t put yourself on Google Index.
Keep a close eye to the report and engage fix on any bug (duplicate content, linking issue…) along the way.
Google Search Console
Along with monitoring your performance, Google Search Console also provides you information about errors and issues such as data structure, AMP, index rate,…
Therefore, you can use this tool to track down the bug and address it quickly before it harms your SEO.
The faster it gets, the more efficient it is. Beyond SEO, loading speed also improves the conversion rate of your site.
This is true to a certain component on your Magento website, i.e the checkout page. Other pages don’t require that much attention in terms of speeding but they still demand it quick and smooth.
That’s why you need to prioritize the page speed to get the exposure needed for better SEO turnover.
AMP – don’t be late to the party
Mobile comes first. Magento 2 SEO optimization calls for AMP counterpart to capture the growing population of mobile search users.
Do this part well and it can be your new competitive strength. The benefit it can potentially bring you is impeccable:
- Great for SEO. Google will mark your content with a bolt of lightning and prioritize your page on the SERP.
- It can turn page speed insight from red to green in a blink.
- Save the bandwidth budget as the content is cached by Google.
- Boost traffic from mobile search engines.
Always set the time to update your site on this front as well as investigate the market to make the change as necessary. It’s complicated but absolutely worth any drop of effort poured into it.
#2 E-A-T to get that L-O-V-E from Google
E-A-T as a concept
E-A-T stands for expertise, authority, and trustworthiness. There are two most important things you need to know about it:
1. E-A-T is not a ranking metric and
2. It’s (nearly) impossible to optimize
Yes, E-A-T is a concept for you and other third-party analyzers to evaluate the content you produce. To be more specific, E-A-T itself does not act as a ranking factor but its indicator (link) is doing exactly that.
For example, the trustworthiness is associated with the brand name that holds the content. The more trust it incites, the higher rank it should get.
But the SERP says otherwise.
As the graph says, less accuracy content dominates the page rank and more trusted and in-depth content is buried deep in the search.
That’s a very telling example of links as a ranking factor and an indicator for trust, expert and authoritative.
Moreover, because it is a concept, a standard to hold your content. You can strive to build and focus on the excellence of it, but not finding a way to hack it.
There is no checklist to determine E-A-T but you can translate it into signals that Google can understand (as link analysis, content analysis) to help your site rank much better.
Categorize content (Hubspot has learned their lesson)
A good way to model E-A-T is to cluster your content. Here is how it looks like:
At this front, you want a central piece – which you want Google to rank you for, and surround it with supporting pieces all pointing toward it.
As mentioned, link plays an important role in SEO for Magento eCommerce. And so does internal linking.
This is how you back up and build up your content’s reputation that results in a higher ranking on the SERP.
Ultimately, this approach will further organize your page structure and content tree. Now, you have a tidy and easy-to-navigate website while sending signals to Google about all the money content pieces you intended.
Internationalize your website
Another point of impact you can target for E-A-T is to broaden your geo-demographic.
There is countless quality content in English for Google to choose from, but other languages are not that well-equipped.
This leaves you a big opportunity to capitalize on this front, by investing in multi-language versions of your site. The more appeal it gets, the better traffic it attracts.
Magento 2 is thoroughly prepared for internationalization as MNCs (namely Coca-cola, Nike) have nailed their ship in this dock. It’s a crime to not make use of it.
#3 BERT – A new look into keyword defining
2019 marks the birth of BERT (Bidirectional Encoder Representations from Transformers) that opens a new challenge and of course, an opportunity, to keyword research.
More than ever, Google breaks down the query due to the user intent. For example:
Conjunction words (such as: to) previously bear no searching value, which results in Google show post of US citizens requirement to travel to Brazil, not vice versa for “2019 brazil traveler to use need a visa.”
But now, this type of word is taken into account to show the most accurate result to the search.
This is not to say that the old keyword research is going out of style. In fact, it strengthens the importance of keywords and brings out more selling value out of it.
Such focus on intent will require more human interaction which ultimately results in a better understanding between you and your intended customers. And by doing so, you begin and build a relationship with them which then can be monetized.
Here are some notes you should consider.
Pay attention to discovery and association
As mentioned, BERT has introduced a new take for keywords as queries: more flexible, more ‘human’ and natural and immediately answer search questions.
Besides, Google also heavily promotes the answer box that features the frequently asked questions with the keyword that the user entered.
That’s why you want to jump on this boat with content that broadens into similar or related aspects of said topic. It will better your chance of ranking as well as traffic gains through the search engine.
Keyword stuffing vs. UX
Of course, repeatedly adding keywords all over your page would call for punishment from Google. However, including keywords in the answer is a direct and natural way of writing that fits the narrative.
Just like common human interaction, we tend to repeat the object of the question in our answer. Do the same thing to your writing, it will make it loud and clear as well as easy to understand.
This will result in better UX overall and that’s what you want for Magento 2 SEO optimization.
#4 Consolidate SEO efforts with teams and tools
If you think SEO is solely a marketing division business, it’s time to change.
As any business goes, there are at least three parties (built-in and outsourced) involved in SEO: the marketing, the engineering, and the R&D. As one makes decisions, one does the execution and one sets the vision.
Smoothen the communication
Buttering the communication between all parties that take part in SEO for Magento eCommerce is a must. You need to set the bar and the rule to make the announcement: clear to understand, easy to question and encourage feedback.
One of the methods you should consider for your business is SMEs (subject matter experts). To find the one that can solve the puzzle as well as establish communication with them.
How you work with the tech team will differ from the R&D department.
Balance out workload and responsibility
SEO for Magento eCommerce as joining efforts of these three divisions is a solid model on working and checking back.
For example, R&D can make a decision to focus resources on a specific product, therefore, initiate an SEO action to promote said goods.
However, if either the marketing team (due to search volume, keyword difficulty,…) or the engineering (for the feature of products/ associated content) disagrees, the plan will better be reevaluated.
This module also makes use of all the resources within your budget by targeting tasks to the one that is most suitable for it. Everyone gets happy for doing what they’re good at and free to attribute their input.
That’s how you create a good SEO strategy.
Choose the right tools
At its core, SEO for Magento website is a human job, however, you can make it easier with the help of well-coded extensions.
Luckily, Magento has a vast inventory of third-party services with amazing support all around the corner.
At this step, I highly recommend you to choose a reliable provider over anything else. Investing in extensions with great customer support will elevate the extension performance.
After picking up your trusted source, find/voice your need to them. Choose the one (or several) that suits your SEO plan.
I do want to plug our all-in-one SEO extension right there. It covers the entirety of an SEO from start to finish. More than that, we also give you a free SEO audit for your website.
#5 A/B testing
You can’t blindly pour all your resources into one pot. Magento 2 SEO optimization asks for testing and tweaking along the way to find your sweet spot on the search.
Other than that, the benefits these tests come with is truly intriguing:
- Improve sales from based traffic
- Save times and efforts
- Lower bounce rate
- Make the change(s) count
- Satisfy customers and visitors
What is A/B testing?
This term refers to a test in which you compare 2 versions with 1 variation against each other. From there, you can determine which one performs better and proceed to implement on large scale.
How to implement A/B testing for SEO?
There are two main types of variables for SEO A/B testing: technical and conceptual.
Technical A/B testing refers to the effort of SEO for Magento eCommerce regarding the engineering of a site, namely URL structure.
Here you can test out cluster topics and divisions to measure and compare their result in traffic and turnover.
On the other hand, conceptual A/B testing concerns the core of the website: text and visualization.
For this, you can see how different versions of sales copies behave. Testing out metadata and rich snippets. Counting on added multi-media for selling potential.
The sky’s the limit. You can test every single one of the SEO variables against the web crawlers and customers. With the easy 6-steps above, you can gather better evidence for your SEO action plan forward.
We’ve run over 5 strategies SEO for Magento Ecommerce in 2020. According to the constant flux of customer behaviors and search algorithms, it’s best to keep monitoring and updating your SEO plan for the best. In the meantime, you can visit our SEO extensions inventory to help your journey of putting your product on the map.
Any other SEO trends you want to share? Let me know in the comment below.