Day 3: MozCon Recap for Magento - SEO Strategies

Day 3: MozCon Recap for Magento - SEO Strategies

Simple website strategies for increasing your website's visibility.

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The final day is now finished. It was another day that did not disappoint.

Day 3 was a bit lighter on ways we can use Magento features to implement action items that were shared. The action items that were given are applicable to all websites: it comes down to your relationship with your customers and how you communicate that through your website.

Read Day 1's recap here: email and video tips

I will give a brief synopsis of my favorite talks.


Google Mobile-First Indexing: Cindy Krum

The first session of the day discussed Google’s Mobile-First Indexing strategy. When we think mobile-first, we think of an iPhone or an Android smartphone. Cindy explained that mobile is becoming anything that is not a desktop or a laptop: smartphones, refrigerators, tablets and even voice.

Google is trying to make their job of locating the world’s data as fast and easy as possible. It could be that that is one reason why they push FireBase (a cloud-storage database). In FireBase, Google has access to all your data and can use that to possibly show search results.

One thing we can do to help get our data to Google with the goal that they will give attribution back to us is to use rich snippets. Rich snippets categorize information in a structured and readable way for Google. They can be used to indicate to Google how many reviews your product has. Many times, this data will be visible when someone sees your website in Google.

There are a number of modules (some free) to place these rich snippets on your site. One that is easy to install is: https://github.com/fbkaasa/RichSnippets-for-Magento/

If you work with an agency or have an in-house developer, you can easily specify a custom set of descriptor data. This gives you complete control. It also isn’t that hard as you work with an agency to determine your own set of rich snippets.


Powerful Brands Have Communities: Tara Reed

In this session, Tara made the strong case that a brand needs to use some form of a community to keep people interested and engaged. She gave a number of examples of companies who have been successful with this.

Sephora is a beauty products company who has had great success with a community. As people visit the community, it keeps the Sephora brand constantly in front of their customers. This ensures that when their customers need more beauty products, they will turn again to Sephora.

Udemy is an online platform that allows you to buy or sell courses. They use a Facebook group for their instructors to collaborate and learn. Mom is a search engine tool company who has also made powerful use of their community.


5 Secrets: How to Execute Lean SEO to Increase Qualified Leads: Britney Muller

As the head of SEO at Moz, Britney Muller is in a unique position to experiment and learn deep insights into how search engines operate. I want to share the 5 points that were made during this presentation.

  • How many useless or lightweight pages are there on your website? On Moz’s website, they have 70k community member profile pages that were present that were useless or spammy content. Their solution was to only show a profile page if the user has over 200 reputation points.
  • How are your URL query parameters configured in Google? A query parameter is the text in a URL after the question mark. For example: http://swiftotter.com/?query-parameter=query-value. This involves going to Google Webmaster Tools and directing Google on how to parse or index query parameters.
  • Are you using a modern Content Management System? If you are using an old or out-of-date version, you might be missing out on rankings due to slow site speed, missing schema data, or poor URL structure. These are regular features with modern CMS’ and it might be worth the effort to upgrade.
  • How do you nurture your readers? This is something we are working through right now with our new website. Are you giving your readers further information that fits into what they are looking for? A benefit of this is that it will reduce your bounce rate, which might result in your search ranking being improved.
  • Do you break things on purpose? This one was interesting. In SEO, once we get something to work, we carefully leave it as-is and don’t want to touch it again—because “it works.” Moz used this idea to experiment with some snippets appearing or not appearing for some search results.

This was an excellent talk that had those pieces of advice that we can easily implement on our websites.


Summary

MozCon 2017 was an excellent experience. I learned a tremendous amount and had many things reinforced.

I am looking forward to going to MozCon 2018. Hope to see you there!

Other MozCon 2017 Recaps to Read:
Read Day 1's recap here: email and video tips
Read Day 2's recap here: website migration techniques
SwiftOtter, Inc.
It relates to Marketing.
Joseph Maxwell - president / senior developer at Swift Otter

President / senior developer at SwiftOtter - @josephmaxs