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  • Book Overview & Buying Magento Search Engine Optimization
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Magento Search Engine Optimization

Magento Search Engine Optimization

By : Robert Kent
4.7 (3)
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Magento Search Engine Optimization

Magento Search Engine Optimization

4.7 (3)
By: Robert Kent
Buy this Book

Overview of this book

This book is an easy-to-follow tutorial with best practices and advanced references which will help you to take full advantage of Magento with SEO. This book is aimed at both Magento developers and SEO specialists who wish to optimize search and end user elements such as click-through rates to ensure the design of their online shop sites effectively maximize sales. Magento store owners may also find large sections of this book useful in order to understand the larger impact small tweaks and changes can have on SEO - especially when editing products and categories. This book assumes that the reader will understand the basic concepts of keyword research and the external factors that are required in order to manage an on-going SEO campaign.
Table of Contents (15 chapters)
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Magento Search Engine Optimization
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Magento Search Engine Optimization
Credits
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Credits
About the Author
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About the Author
About the Reviewers
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About the Reviewers
www.PacktPub.com
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www.PacktPub.com
Preface
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Preface
Lock Free Chapter
1
Preparing and Configuring Your Magento Website
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Preparing and Configuring Your Magento Website
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Focusing on your keywords
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The role of the home page
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Structuring our categories for better optimization
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Optimizing our CMS pages
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Optimizing our titles, content, and meta information
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Adjusting our Magento configuration for SEO
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Default settings
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XML sitemap
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Google Analytics
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Summary
2
Product and Category Page Optimization
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Product and Category Page Optimization
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Optimizing titles and descriptions for the SERPs
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Optimizing our URL keys
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Layout and content considerations
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Optimizing images and selling your product
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Implementing schema (rich snippets)
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Implementing social sharing for products
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Summary
3
Managing Internationalization and Multiple Languages
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Managing Internationalization and Multiple Languages
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Choosing the right domain structure for multiregional websites
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Store-specific configuration
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Avoiding duplicate content when translating pages
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Summary
4
Template/Design Adjustments for SEO and CRO
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Template/Design Adjustments for SEO and CRO
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Organizing our heading structure
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Integrating the breadcrumb and organization schema
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Adding rel=next/prev to our category pagination
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Adding reviews directly onto our product pages
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Removing unwanted blocks from the checkout
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Summary
5
Speeding Up Your Magento Website
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Speeding Up Your Magento Website
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SEO benefits of a fast Magento website
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Magento configuration settings to increase speed
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.htaccess modifications
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Server-side performance and scalability
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Online tools to test performance
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Summary
6
Analyzing and Tracking Your Visitors
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Analyzing and Tracking Your Visitors
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An overview of e-commerce analytics reports
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Understanding Multi-Channel Funnels
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Adding events to track phone number clicks
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Universal Analytics
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Implementing and analyzing content experiments
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Summary
7
Technical Rewrites for Search Engines
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Technical Rewrites for Search Engines
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Additional .htaccess modifications
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Improving our robots.txt file
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Resolving layered-navigation duplicate content
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Summary
8
Purpose-built Magento Extensions for SEO/CRO
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Purpose-built Magento Extensions for SEO/CRO
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Installing extensions
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Popular SEO-specific Magento extensions
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Extensions to help improve CRO
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Noteworthy extension developers
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Summary
1
Index
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Index

Google Analytics

SEO would be obsolete if there wasn't a way to analyze the flow of traffic onto (and through) our optimized website.

There are many analytics packages out there, but the most popular by far is Google Analytics (http://www.google.com/analytics/).

In order to set up Analytics effectively on our Magento store, we will need to enter our Google Analytics Account Number (tracking ID) in the administration panel. It is also recommended that we activate e-commerce tracking from within our Google Analytics account.

In order to do this, perform the following steps:

  1. Log in to our Google Analytics account and navigate to our particular website's account page.

  2. Click on Admin.

  3. Within this section, we should see three columns: Account, Property, and View. If we wish to find out our Tracking ID, click on Property Settings under the Property column; we can then copy/paste our Tracking ID from here.

  4. To turn on E-commerce tracking, we should click on View Settings within the View section and then scroll down to Ecommerce Settings and ensure that the toggle is set to ON.

  5. Now that we have our tracking ID and have enabled E-commerce tracking in Google Analytics, we should navigate to our Magento administration panel and then go to System | Configuration | Google API | Google Analytics.

  6. Paste in our tracking ID into the Account Number field, set Enable to Yes, and then click on Save Config.

Now that we have set up analytics, we will find a whole plethora of information is now available to us, including the ability to track revenue by source and to work out our most effective conversion paths. We'll look at more advanced tracking methods in Chapter 6, Analyzing and Tracking Your Visitors.

To double-check that our website is calling out the Google Analytics JavaScript code, we can navigate to our home page and then, within the browser, view the page source. Just inside the <body> tag, we should find code similar to the following:

<!-- BEGIN GOOGLE ANALYTICS CODEs -->
// our <script> tag containing our tracking code here
<!-- END GOOGLE ANALYTICS CODE -->

If we do not see this code, it could be that the template file has been edited and the tag that includes our Google Analytics code has been removed. If this is the case, we should double-check our standard template files (1column.phtml, 2columns-left.phtml, 2columns-right.phtml, and 3columns.phtml, usually found within app/design/frontend/[package]/[theme]/template/page) to make sure that these two snippets of code are in place:

  • <?php echo $this->getChildHtml('after_body_start') ?>

  • <?php echo $this->getChildHtml('before_body_end') ?>

CONTINUE READING
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