It is often the case that landing pages are poorly optimized for SEO purposes and visitors. Many store owners make only a cursory attempt to put keywords in titles and text but fail to make it a pivotal element of an SEO campaign.
If you also think that it is enough to stuff your page with a lot of eye-catching items to drive your sales, I have bad news for you. It works only if visitors have already made a purchase decision and you offer exactly what they need. But the majority of shoppers likes to surf and dig into a product catalog looking for treasures and not all visitors are your target customers. It’s better to focus on earning search engine traffic the right way – that is to say, by creating valuable landing pages for people searching for products that you sell.
The Landing Pages for Magento 2 module, just like its predecessor, makes it much easier as it automatically fulfills a half of SEO optimization tasks and allows leveraging a wider number of related keywords. There is no need to repeat for the hundredth time that all сontent, headings, and meta tags must be relevant and unique. So now we will focus directly on useful tips and tricks to make your landing pages more compelling for both Google and visitors.
#1. Unique URL
A unique URL builder is already included in the module settings. You can also add links to blogs, articles, forums, etc. to make the homepage-to-deep-pages ratio more natural.
A few important tips to create a good URL:
- Make it human-readable and search-friendly, like mysite.com/Little-black-dress;
- Add valuable information, include headings, subheadings, and keywords;
- Mind the minimum and maximum character lengths, as exceeding 250 characters may cause some issues.
Let’s feel the difference between the landing page URL and a usual category page URL:
In order to become best friends with Google, we should speak its language. For this, let’s learn how to use metadata: meta tags, meta keywords, and meta description. Here’s where you can set metadata in the Magento 2 Landing Pages module:Meta Tags is one of the most important SEO factors. A title tag lets Search Engines and visitors know what a particular page is about. There are some rules to remember to write an SEO-friendly meta tag:
- Titles should be unique;
- Titles should be specific enough for visitors to understand what the page is about;
- Titles should include targeted keywords;
- An ideal length is maximum 60 characters.
Meta Keywords make up another crucial SEO tool. You pick the words that search engines should use to rank your page and bring visitors. While your Homepage can include a variety of keywords, a Landing page represents a specific product set. That’s why its meta keywords should include a string of words related exactly to this product list. A few tips that will help you succeed:
- Make keyword combinations from your refined list of long-tail keywords. These keyword phrases are very specific and include queries that someone is likely to google so as to find a product that you offer. For example, buy Nikon D600 London.
- Include brand names, synonyms, and other variations if necessary. But remember that less is more.
- Use from one to five keyword phrases and separate them by commas. But don’t overdo it. “Keyword stuffing” is penalized by Google.
Meta Description is displayed below the link in the search results and is aimed at visitors rather than at Googlebot. This is your opportunity to tell potential website visitors about the content of your page and give reasons to click. To create a good meta description, remember to:
- Keep it simple. Clearly state your landing subject and add keywords in this text as well;
- Stay within the limits allotted by search engines and write no more than 160 characters;
- Add a carefully crafted call to action that stands out from the websites of competitors in the search results;
- Add Rich Snippets. These are coded pieces of data that can be included in a meta description to display product information, such as price, availability, reviews, and images.
Implementing rich snippets typically results in a better CTR and a higher ranking. Google rewards product pages that use rich snippets because they help the search engine to achieve its goal and return the most relevant search result.
#3. Alt tag
In addition to metadata, Google uses specific tags for images called Image Alternative (Alt) Tags. This is how to set it in the Landing Pages module:
Apart from writing an accurate alt tag, remember to name the image correctly. For this, add a clear keyword in the title of the image file (e.g. “Little-black-dress.jpg”). If necessary, include brand, product model number or SKU. Also, mind that words should be separated by dashes, not by underscores.
#4. Page speed
Page speed is critical to both user convenience and SEO ranking. So keep your page fast and lean and ensure that it works well on mobile devices. To check whether your page is up to par, plug it into Google PageSpeed Optimizer. For now, Google PageSpeed Optimizer is availablу only for Magento 1. Still, whether you spot poor performance by using a dedicated tool or your native wit, there are some things that you can do to cut your page load time, such as:
- Use smaller image files that are still of a good quality;
- Switch to a faster web host;
- Shut off unused plugins or extensions.
#5. Unique content
Google does not like duplicate content. Unlike OOTB Magento 2 functionality, the Landing Pages module does not create additional URLs for product pages or duplicate content.
To learn more how to avoid content duplicates, see our previous post.
Just in case, you can check it. Go to Stores > Configuration > Catalog > Search Engine Optimizations and turn off the “Use Categories Path for Product URLs” setting. Set by default as “No”, this option prevents Magento 2 from adding product URL keys to category paths.
If you still need to enable this setting, please, use Canonical URL settings or make nice and SEO optimized URLs with the Unique Product URL module by Amasty.
#6. Bonus tips
For those who read till the end, here are some more SEO tips:
- Stress quality, not quantity, and Google will reward you;
- Make your content shareable;
- Mind the rule of three Ts: Testing, testing, and testing;
- Leave your promotional landing pages online even if they are seasonal (e.g. Halloween Black Friday Sale);
- Try several alternative landing pages with the same items but different settings and content to check the SEO results in a while.
Don’t expect to see results immediately. After you implement these SEO practices, it will take Google some time to react. Don’t lose faith, just keep chipping away at the optimization of your Magento 2 store and your hard work will eventually pay off.
If you still have questions, drop us a line in the comments below. We’ll do our best to answer them.
Do you want to optimize your landing pages with ease for both search engines and visitors? Check out the capabilities of Magento 2 Landing Pages.