Magento marketing: most common platform SEO issues

magneto-marketingMagento is a powerful E-commerce platform that is used by a wide range of well-known retailers in various niches. Nevertheless, there are some serious issues that both small and large retailers tend to face with this platform. One of the biggest issues is Magento’s slow performance, which comes as a result of the CMS being so cumbersome. There are a bunch of things that can be done to improve the performance (such as using browser caching, optimizing JS and CSS, and using compression), but a considerable amount of smaller retailers seem to struggle in this area.

1. The first most common problem people tend to have involves technical issues with the Magento rewrites

Non-unique URL key entries causing URLs to change

This a common Magento SEO issue that led to –numbers (-1, -2 etc.) being added to URLs. This can be caused by another page using the same URL you’re inputting on a separate product. It could be caused by that given URL having been used in the past.

Magento’s default behavior in this case is to add a rewrite to append the number at the end of the URL.

To solve the problem, you need to delete the rewrite entry against the previous URL. In case it needs to be done for several entries, we would suggest doing this alongside a developer. Please don’t forget to be very careful, because deleting incorrect rewrites (or all of them) can cause very serious issues.

Duplicate content issues caused by /catalog/ URLs being indexed

If you have an early version of Magento installed, or if you’ve changed the option in the configuration, you could be using the “out of the box” Magento (pre-rewrite) URLs, which look like this:magento-marketing-duplicate-content.

 

This issue can also appear if you’ve deleted the Magento rewrite table (or some specific entries), which would change your existing clean URLs without applying redirects or a rewrite to the previous one.

A huge amount of /catalog/ product URLs often exist in parallel. In newer implementations, the descriptive URLs are served by default. If you want to check whether or not you have the problem, simply use the following search operator:

Site:domain.com inurl:catalog

This command will show all applicable URLs that have been indexed from your website and include the /catalog/ folder.

This issue can generate over 1K duplicate versions of product pages that might become indexed.

To solve the issue, we recommend working alongside a developer and using canonicals

2. Pagination, bad canonical tag implementation, duplicate products etc.

robots-txt

 

Here, everything is pretty simple: don’t forget to close all sorting and limiting pages in your robots.txt with “Disallow:” commands.

 

Pagination issues on Magento should be fixed with rel=“next” and rel=“prev”:

magento-pagination-issues

 

 

 

 

 

 

More detailed info here: https://support.google.com/webmasters/answer/1663744?hl=en.

Also, like with product pages on Magento, we recommend all filtration (dynamic) URLs to be canonical to their upper level category or subcategory pages.

3. Internal and external duplication

Magento e-commerce stores usually suffer from internal and external duplication because products have similar descriptions. For on-site duplication issues, it is usually normal to use meta robots tags, just because it works and meets the criteria to submit manual removal requests in GWT.

If it’s a huge website or it’s something like multi-faceted filters or session IDs, which can result in a huge amount of dynamic URLs being generated, we recommend that you use the robots.txt to prevent issues with crawl budget.

meta-name-robots canonicals-big-websites-robots

 

 

 

 

 

 

The optimum option is good for canonicals implementation; however, this might not always work and will take a long time to fix any existing issue.

4. Poor use of static pages (relying on filter pages rather than creating quality landing pages)

On the larger e-commerce stores, there is a big mass of static catalogue pages that can be used for gaining organic traffic.

poor-use-of-static-pages-in-magento

 

Proper content written for each of the pages and their optimization can boost your website’s presence in SERPs and, therefore, traffic, sales, and revenue.

To sum it all up, Magento is very customizable in terms of SEO and some routine issues can even be solved by installing extensions. Nevertheless, Magento needs advanced programming skills to solve complex issues on massive e-stores.

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