From our forthcoming ebook SEO Basics for Adobe Commerce (Magento 2), in cooperation with SEO specialists NOVOS, and ecommerce consultancy Vervaunt, this extract focuses on HTML Tags, Schema and Structured Data.
Titles and Meta Descriptions
Page titles and meta descriptions can be changed and optimised on Adobe Commerce. For products, categories, and CMS pages, they can be altered via the Search Engine Optimisation options:
Catalog > (Categories or Products) > Select page of choice > Edit > Search Engine Optimisation.
Page titles should generally be limited to ~65 characters (the actual limit is based on pixel width) to ensure they are not cut off in the SERPs.
The meta description box allows up to 250 characters to be entered, however, this should ideally be limited to ~160 characters based on the average length that tends to be shown in the search results.
There are apps available that can create meta templates for particular page types across the site - one such example is Amasty. This can save huge amounts of time on large ecommerce sites with thousands of products.
Rich Snippets, Structured Data & Schema
What is the difference between Rich Snippets, Structured Data & Schema?
Schema is a collaborative and agreed upon way of marking up information within code so that there is a uniform approach.
Most rich snippets require structured data to be implemented on your Adobe Commerce site to be taken advantage of.
Adobe Commerce does offer Product schema by default, an upgrade from its younger brother Magento 1, which can help to achieve some associated product information in the search results.
However, to get the most benefit from structured data and have the flexibility to add additional schema markup your best bet is to download an extension such as Mageworx that will enable you to add this in Google’s favoured JSON format.
Examples of structured data that can acquire rich snippets (and their associated fields) include:
What is Alt Text?
Alt Text (alt tags) are an HTML attribute applied to image HTML to provide a text alternative for search engine robots and accessibility devices such as screen readers. Alt tags provide text which can be read by bots and crawlers, helping describe the image and its contents.
Example: <img src="alttextexplanation.jpg" alt="Alt Text Example">
Why is Alt Text important for SEO?
Firstly, alt tags should always be considered for accessibility compliance not just for SEO. A simple scan done for accessibility issues will highlight a lack of Alt Text as a problem because it prevents visually impaired users from being able to use or contextualise the image. It should be an added bonus that it provides an SEO benefit.
For SEO it provides the following benefits:
- According to Hubspot 38% of Google Serps show images. Optimising the images themselves to rank in search engines is a source of Organic Traffic often forgotten about.
- Contextualising images can help give further relevance to the page they are added to, increasing the chances of the page ranking for related terms.
How does Adobe Commerce handle Alt Text?
Adobe Commerce provides the ability to add Alt Text to both product images and images uploaded to categories and CMS pages via Page Builder. Adobe Commerce will automatically add the product name to images if no Alt Text is present but will leave Media for CMS blank until populated.
- Product: Navigate to a product (Admin > Catalog > Manage Product), open the product requiring images needing Alt Text, scroll to ‘Images and Videos’. Here you can enter your Alt Text into the ‘Alt Text’ box.
- Media (Page Builder): When inserting an image using Page Builder into a CMS page, blocks or categories you can add alternative text within the image block. To do this click the cog symbol to the right of “Image” and scroll down to the ‘Search Engine Optimization’ section. Here you can enter your Alt Text into the ‘Alt Text’ box.
- Media (Insert Image): If inserting an image or HTML directly into a block in a Block or CMS pages you can simply add the “alt” like any other HTML element.
There are also extensions available in the Magento Marketplace that allow merchants to automatically generate SEO optimised alt text, these can be found here. In general however Adobe Commerce should be natively sufficient and Alt Text automation is potentially the opposite of applying useful contextual information.
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