It’s one thing to have a Magento business up and running that’s struggling to pull in decent conversion rates, but how about the poor buggers who don’t seem to be pulling in the traffic in the first place? Of course, the latter of the two brackets represents the more desperate of the two situations as without a good stream of traffic…well, you really might as well not be bothering at all!
The good news however is that with so many Magento stores up and running, it’s technically pretty easy to gain a good insight into what works, what doesn’t and what should be avoided at all costs. SEO in a 2015 sense has become a more tempestuous and fickle mistress than ever before, which essentially means that if you’re making any of the following mistakes, it could be the reason the punters are simply not heading your way:
1 – Duplicate Product Descriptions
First of all, it’s no longer a secret that Google and Co. really aren’t in the habit of rewarding sites with duplicated content. This is especially so when and where content is copied and pasted from other sites, though also applies to sites that use the same content on multiple pages. As such, if you’ve gone ahead and used standard products descriptions as laid out by the manufacturers, chances are you’re ticking both of these bogus boxes at the same time. Of course it takes a great deal more time and effort to pen unique product descriptions across the board, but it’s an investment that’s well worth making for the sake of your SEO profile.
2 – Reliance on Product Descriptions
At the same time however, you won’t get far with product descriptions alone for the simple reason that the vast majority will remain stagnant and unchanged for weeks, month or years on end. One of the other major rules rolled out by Google over recent years has been that of adding fresh and relevant new content on a regular basis to stay in their good-books…SEO-wise. As such, a good way of doing this is to introduce a blog or at least post regular articles relative to your niche, which will not only help pull in the traffic but also give people a reason to come back.
3 – Poor Meta Titles and Descriptions
In order to make the most of those who actually do find you using the major search engines, you’ll need to make sure you have punchy and generally great meta titles and descriptions in place. These are the first things they’ll see and will mould their first impressions of you – their importance therefore should be pretty self-explanatory.
4 – Not Embracing Feedback
There’s really nothing better for any online store than the careful and on-going use of feedback. Whether it’s listing the most incredible product reviews or allowing those with complaints to make to have their voices heard, this is not only another way of improving your site’s uniqueness but is also a good way of instilling trust in new customers. What’s more, positive reviews are also set to become an increasingly important ranking metric in the eyes of Google going forward.
5 – Keyword Overuse
It’s actually getting to a point right now when the world’s leading Magento gurus are to a large extent advising their clients to step away from keywords entirely. Phrases and long-tail search terms are one thing, but in term of attracting traffic with single words and shorter terms being repeated over and over again, the only result is usually that of a ticking-off by Google…proverbially speaking, anyway. Careful use of keyword phrases can work particularly well for local businesses, but the days of just pumping a thousand keywords into the mix and hoping they’ll score big are over.
6 – Missing Out on Mobile
Some are getting rather sick of being told that mobile is the future, but when it comes to web retail it’s a lesson that must be both learned and embraced. Mobile search traffic has already overtaken standard desktop search and is guaranteed to continue accelerating. What’s more, impulse purchases by way of mobile devices during the few minutes here and there folk spend killing time online are generating billions. As such, if your site is either inaccessible by mobile or something of a nightmare to navigate, this could be precisely why you’re not pulling in the traffic.