It starts with the right platform.
Choosing the e-commerce path generally represents an important challenge to enterprises, both large and small. To ensure a successful launch, internal processes (such as the centralization and the updating of the product catalog, the integration of the ERP system, or the choice of a platform) must be ready to sustain this new digital orientation.
SEO (also called natural or organic optimization) must also be at the heart of the reflection when it comes to choosing the right platform. It is essential that an online store optimize its listing so as to better position itself on search engines. SEO can improve:
At Le Site, we work primarily with Magento. This versatile platform is the perfect answer to all desired e-commerce and organic SEO functionalities. Throughout the years, we have developed different specific modules to optimize our partners’ stores.
In this article we wanted to shed the light on 10 functionalities to add to your SEO dictionnary. A better understanding of these functionalities will keep you a step ahead of everyone on search engines. You’ll see, you’ll never go without again!
1. Customizable meta titles
The meta title is the text that appears in the tab section (at the top of the browser). It is the most important element to ensure the best positioning on search engines. Make sure that each page has its own unique title, which represents accurately its content.
2. Using your own domain name
This may seem evident, but it is always preferable to use a domain name belonging to your own company, so as to avoid extensions such as domainname.wordpress.com.
3. Controlling Robots.txt
The robots.txt file allows you to specify URL addresses (and or directories) that search engine robots should not browse on your website. Take into consideration that Google will not browse URLs blocked by robots.txt, but reserves the right to display blocked URLs in its search engine results (SERPs).
4. Integrating Google Analytics into e-commerce
Integrating Google Analytics and tracking codes is essential so as to link sales information (SKU, price, quantities, etc) to your Analytics account.
5. Automatic XML site map
An XML site map is different from an HTML site map. One is located on your web server to help search engines find and index your content (XML), while the other allows users to find content on your website (HTML).
6. Unique URLs for each page
The URL is the location on the page that appears in your browser’s address bar. Some CMS automatically generate this URL by using the names of the products/categories in your online store. From an SEO point of view, it is preferable to manually modify the URL.
7. Customizable meta descriptions
Located under the meta titles (on the search results page), meta descriptions summarize your pages’ content. They contribute to acquiring new customers and improve click rates. Ensure that each page has an unique meta description.
8. Canonical URL
This functionality allows the reduction of duplicate content on one or more websites by indicating initial content sources to search engines.
9. Internal search engine
This feature allows the user to make searches within your website, so as to find products easily
10. 301 redirection control (via .htaccess)
When a web page has changed address or does not exist anymore, 301 is the best redirection technique to allow search engines to replace the old URL with the new one in their index. The user will also be redirected in this same fashion.
Of course, this list is incomplete. Many other functionalities should be taken into consideration for the optimization of your online store, so as not to compromise your arrival into the world of e-commerce.
If you need advice for your organic SEO, contact our experts.