12 SEO Tips for WordPress and Magento | SEO COURSE 2020 【Lesson #21】
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12 SEO Tips for WordPress and Magento | SEO COURSE 2020 【Lesson #21】


Don’t get me wrong because I hate trivializing. In this section, I would just like to give
you some fundamental indications on doing SEO for the main platforms, given the fact
that for an in-depth discussion, each suggestion alone would probably deserve an entire book. For e-commerce platforms, one of the most
used scripts is certainly Magento and, although it requires a minimum configuration in order
to improve its indexability, it is probably the most friendly among the free solutions. Let’s see what we need to pay attention to,
for SEO purposes: Duplicate Content: talking about online stores,
it is normal to have hundreds, if not thousands of product pages, therefore the risk of having
duplicate content is considerable. That’s why it is a good practice to activate
the option: “Canonical link meta tags for categories and products”, in order to assign
a single official version to each webpage. This avoids the generation of duplicate content
and consequent potential penalties due to sorting filters, irrelevant variants or pagination. Sitemap: for an e-commerce website with many
pages, the other fundamental point is the use of a dynamically generated sitemap through
a special extension, such as Dynamic HTML Sitemap for Magento 2, for example. URL: another good thing to do is to have an
SEO friendly URL by activating the Use Web Server Rewrites option in the Configuration
section. Title and description: in order to rank each
individual product or category, you will have to manually enter unique texts in the Catalog
section, for each item. The same applies to image files which should
contain a relevant name (for example, sun-glasses-cartier.jpg instead of IMG-7364.jpg). From the panel you should also assign a relevant
alt (alternative text) tag, such as “Brand KG sunglasses”. Speed: having fast pages will not only influence
the number of visitors who see your products, but will also allow you to improve the sales’
conversion, and will certainly offer a more positive user experience. First recommendation in order to achieve this
goal is to activate the ” Cache Management ” option and the second is to merge the CSS
and JS files from the panel Configuration>Developers. These are quite delicate practices and it
is mandatory to check that they don’t cause conflicts or problems inside the website. On the other hand, if we talk about blogs,
the most used platform is surely WordPress, and there are a myriad of optimizations for
this CMS (Content Management System). Let’s see the most useful ones: URL: the structure of the permalinks should
usually be changed from .com/?p=313 to .com/article-title by entering /%postname%/ in Settings>Permalinks
or, if you want to use a siloing structure, you will need to use /%category%/%postname%/. SEO Plugin: I suggest installing Yoast SEO
because it allows you to auto-generate an updated sitemap and to define the title tags
and meta descriptions for each post in an extremely simple manner. Cache: I’ve been using CometCache (ex ZenCache)
for years, because it is a relatively light, but effective plugin in order to serve the
user a previously saved version of the content, without having to make database queries all
the time to serve the same page. Content Index: by using the TOC (Table of
Contents) at the beginning of an article, the user can benefit from a quick preview
of the contents. Furthermore, Google may already include links
to the internal sections of the webpage in the search results, thus increasing the visibility
of your contents in the SERP compared to the webpages of your competitors. You can achieve this by using a free plugin
like Table of Contents Plus Rich Snippets: if you propose product reviews,
publish recipes or have content that can be represented with the Schema.org microdata,
then you should use a plugin as WP Product Review to get rich snippets in Google results,
increasing the visibility of your page. Publication dates: if your site benefits from
the time (for example, financial news), then it is optimal to show the date in the snippet;
on the contrary, if you propose evergreen contents, which you will never update, it
could be counterproductive, given that people do not like to read “old” content, such as,
for example, those published 5 years ago. To show or hide the date you can use the “Date
in snippet preview” option in the Content Types tab of Yoast SEO. Heavy Plugins: avoid having 20 or 30 plugins
activated because they slow down the website without providing other benefits, and you
probably don’t even need them. You can find out what they are, by using the
“Query Monitor” plugin, which shows you how long the queries on the database take, in
order to identify bottlenecks. Another useful tip is to avoid having all
plugins loaded on all pages. For example, it makes no sense for the user
to download the style sheets or JS dependencies of an e-mail sending plugin if this form is
not present on the webpage. In order to choose which plugins to disable
in specific pages or posts, use the “Plugin Organizer”. Drupal and Joomla can also be used for company
sites, while for e-commerce there is a strong growth in Shopify and Prestashop. Let’s not forget about the extremely high
performance solutions in terms of loading speed, based on NodeJS, like Ghost and KeystoneJS. The concepts reported so far apply to all
platforms, even those that have been developed recently. In my experience, however, I would stick to
those that have been tested and developed for years now, and also have a strong supporting
community with myriads of plugins or extensions to integrate those features which, otherwise,
would be quite expensive to develop from scratch. In my case, since the version 2.0 was launched
in 2006, I used WordPress a lot. Currently it’s gone beyond 5.0, with significant
changes especially in terms of features’ and free plugins’ availability, which allow us
to achieve anything we want. In 90% of the cases when I am required to
work on WordPress, I can easily find a plugin that offers a ready and free solution. It may need to be adapted further on, but
it certainly avoids having to spend hundreds or thousands of dollars on custom development
by hiring an external developer.

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