Every year, on the fourth Friday of November, shopping chaos unfolds.
Stores cut their prices, customers flock to their nearest outlets, and deals are had by everyone.
But not anymore. Thanks to ecommerce, customers no longer have to leave the comfort of their home to take part in Black Friday. Keeping an eye on advertisements and pre-event newsletters, customers can easily turn on their laptop, click add to cart, and checkout as soon as the clock strikes twelve.
For customers, this is great. For merchants, it means competition has only gotten more fierce (if you thought that possible). It’s no longer just about having the best deals; it’s about having the best visibility.
Why Black Friday Matters
Black Friday is the busiest shopping day of the year, with American shoppers spending a record $5 billion in 2017. In 2018, this number then grew by 19%, with over 14.8 million online transactions recorded. With so much money up for grabs, Black Friday can be one of the most profitable days of the year for some businesses. In some cases, it even defines a stores annual profit.
In the jewelry industry, for example, Black Friday can account for 40% of a business’s annual revenue. With such a large percentage from only a single day, these merchants are often forced to ensure their Black Friday campaigns do better year-over-year. The alternative is something many can’t think about.
Hopefully, your sales are not so dependent on Black Friday. However, there’s still a lot of money available to those savvy enough to take advantage of the digital opportunities available to merchants.
But with more demand and more customers, the chance of something going wrong only increases. If you want to be successful this Black Friday, you can’t treat it like any other sales day, or even any other sales event.
Black Friday Ecommerce Statistics
According to NRF, shoppers who took part both online and in-store were up 40% from 2017, with multi-channel shoppers outspending single-channel shoppers by $93. This year, ecommerce merchants can expect to see another huge increase in online shoppers, following on from 2018’s substantial growth.
With Black Friday now online, shoppers no longer have to venture outside to chaotic shopping centers and can instead make their purchases from the comfort of their sofa.
This is despite in-store shoppers declining by roughly 1%, and 44% of consumers saying they would shop online in 2017 vs just 42% in 2018.
Industry Ecommerce Benchmarks for Black Friday
Prior to the 2018 Black Friday event, Blackfriday.com questioned their users on what they planned to look for in the sales.
Clothing took top spot, with 23% of consumers aiming to score a good deal on fashion items. This was quickly followed by tech, with 22% of consumers looking for their next gadget.
Towards the bottom of the pile was travel. With it being less of an impulse buy, just 9% of consumers aimed to find some travel deals for the coming year.
If you’re a clothes or tech merchants, Black Friday and Cyber Monday are going to be the days you want to get ready for.
Getting Your Site Ready for Black Friday
Getting ready for Black Friday means getting ready for more than just the products you’re going to sell. Expect to see:
An increase in traffic
An increase in server strain
An increase in the potential for things to go wrong
We’ve seen it all too many times. Merchants who wait until the last second to address these potential pitfalls, and as a result: they fall.
Getting yourself ready for Black Friday doesn’t have to be complicated, and it doesn’t have to be a lengthy process. But it will mean that you’re able to maximize ROI from the event, and secure your place among the Black Friday customer go-tos for years to come.
Get Started Early
The earlier you start targeting Black Friday shoppers, the better results you’re going to have. Getting started early means ramping up everything from prep work to marketing strategy.
Some merchants start their Black Friday marketing efforts as early as October, with others beginning to ramp up marketing in early September.
When considering how early you will begin your marketing strategy, take a step back and analyze these factors.
Budget: How much do you have to spend on Black Friday marketing? Where should that budget be spent? Will you increase adwords spend, ramp up email products, or instead focus on more traditional print-media?
Resources: November is a resource-intensive time. Christmas is just around the corner, and depending on where you’re located, Singles Day is just a few short weeks ahead of Black Friday. Calculating ROI on resource spend is going to make a huge difference. You don’t want to run out of money before Black Friday has even started.
Potential: While it would be great if we all had unlimited products and opportunities, that’s more often not the case. Perhaps you’re limited in terms of stock or fulfillment processes. The less potential for your Black Friday campaign, the less time should be dedicated to it.
Once you’ve drawn a clear picture of these areas, it’s a good idea to outline the different channels and audiences your aiming to target and assign any associated dates.
Getting Your Ecommerce Site (and hosting) Ready for Black Friday
If you’re running a Black Friday sale, that means you can all but guarantee an influx of traffic. That means more opportunities for something to go wrong. Don’t let it be your hosting platform.
As the foundation of your site, hosting problems can mean slow user experiences, broken page elements, and, in the most extreme cases, site-wide outages. Luckily, there are specific steps you can take to ensure a smooth Black Friday experience for your customers and keep those conversions rolling in.
What’s Your Limit?
How much can your hosting actually take?
Every hosting package you purchase will have its limits. If your site is seeing more visitors than those limits can handle, then your site won’t crash. Instead, it will slow to a crawl, queuing page load requests until it eventually becomes long enough for the dreaded timeout.
If you’re already seeing traffic hover around your limit, it’s definitely worth upgrading your hosting to the next level. If you’re running on the Hostdedi Cloud, you can also enable auto scaling in your Client Portal. Just a flick of a button and you’ll be set for any unexpected (or expected) traffic spikes.
Prepare for International Sales
International sales can add a whole new level of complexity to a store. For the merchant, alternate payment options, different order fulfillment choices, and tweaks to content are only the start. On top of those, delivering digital assets to countries halfway around the world presents its own problem.
Yes, digital transfer speeds are fast, but running your website through cables located under the Atlantic is going to lead to some lag, especially if demand is high (like on Black Friday). How can you solve this?
For most stores looking to serve international customers, purchasing a CDN add-on for their store will allow static assets such as images to be held in server locations around the world. This way, regardless of where your customers are coming from, they’re going to be able to access high-bandwidth assets from a local location. That means faster load times and more conversions.
Check in with Our Support Techs… Why Not?
Our philosophy is that it’s always worth exploring every avenue available to you, to see if there’s something you’ve been missing. That’s why we recommend all of our clients expecting an influx of traffic during Black Friday to check in and see if there’s anything we can do to help.
There may not be. Perhaps you’ve already prepared your store for any eventuality. But what if you’ve missed something and it ends up coming back to haunt you? We’ll often reach out to clients we expect to encounter a problem, so keep an eye on your inbox. Or, start the conversation yourself.
At the very least, it’s worth letting the team here know that you’re planning to run a sale over those dates, that way our team can take extra steps to keep an eye on your hosting platform and how it’s performing.
Black Friday Ecommerce Strategy
Start Marketing Early
Any good Black Friday ecommerce strategy means ramping up interest before Black Friday actually begins. After all, some customers spend weeks looking for deals they’re going to jump on during the sales.
Getting started early means promoting your company’s email newsletter through organic and paid channels. This will give you a lot of leads to follow up with once your really start marketing your discounts.
The earlier you start marketing your Black Friday discounts, the more customers are going to come knocking on the big day.
Start promotions with enticing statements about how your sales event is unique. Statements like “Over 80% off this Black Friday, sign up to stay ahead of the curve” work well to draw in subscriptions, especially when they’re paired with tantalizing artwork.
Get Creating Niche Gift Guides
You’ve got awesome products so why not let them market themselves? Your Black Friday marketing strategy doesn’t have to only be about target Black Friday shoppers. There’s a whole internet of customers you have access to.
This means creating marketing material that will draw in those interested in your niche, but not Black Friday.
Gift guides are a great way to target long tail ecommerce SEO keywords. They not only target Black Friday Shoppers, but everyone looking for your products.
One of the best ways to do this is by creating a gift guide that suits your target audience. If you sell shoes, how about creating the ultimate gift guide to Men’s Fashion in 2019? If you sell hats, do the same thing. If you have a larger product range, make your gift guide broader. The possibilities are limitless.
Prepare Upsells and Cross-sells
With the average person spending $289.19 during Black Friday in 2018, it’s the perfect opportunity to push upsells and cross-sells. This may be grouping items for an improved discount, or providing recommendations for related products during checkout.
Just remember, a good upsell and cross-sell strategy revolves around providing your buyer value. Don’t just indiscriminately group items together, think of how grouping multiple items provides buyers with a benefit.
For example, if you’re selling shoes, shoe care products are a great upsell. They can potentially increase the longevity of a product, fitting perfectly within the buyer narrative of saving money.
If you’re selling a specific type of gift, think about other products that complement it. The more you think about and push the narrative of buyer benefit, the more you’re going to be successful here.
Prepare Your Email Strategy
Did you know that 25% of Black Friday sales start with an email? At least, that’s what Custora says.
That means you should be jumping on the email bandwagon if you want to maximize ROI. But how?
Great email campaigns start with two things: timing and subject lines.
If you haven’t already, begin testing what times are best for sending emails to your customers. Which days of the week work best and when are they going to check their inbox?
If you spend 1 hour creating the perfect email, spend 2 crafting the subject line.
Then work on your subject lines. These sentences should be the core of your content. If you spend 1 hour creating the perfect email content, spend 2 crafting the subject line. The subject line will encourage opens, click-throughs, and sales.
There are four days of shopping to be had around Black Friday: not just Black Friday itself. Make sure to target each of these days individually.
Then, think about how your Black Friday marketing strategy can continue to bring sales in even after the sales event is over. Use it as an opportunity to increase reach, and audience knowledge of your brand.
Don’t Shrug Off Black Friday in 2019
We’ve seen it all too often: merchants not preparing their stores for Black Friday and then suffering from site slowdowns and outages. Don’t let that be you.
Talking to a sales rep to ensure you’re ready is one of the most crucial steps merchants can make in the run up to November 29th this year.
Interested in learning more about how Hostdedi solutions can benefit you? See some more benefits we’re offering merchants this year and get 75% off of new services or upgrades with code HolidayPrep19.
With Magento Live Europe just around the corner, we’re gearing up for one of the biggest Magento events of the year. Before we pack our bags and head to Europe though, there are a couple of other events that we’ve been excited about attending all year, and that you definitely shouldn’t miss out on.
Since September is one of the busiest Magento event times of the year, we’ve brought together the events we’re planning to attend, so you can pick and mix based on where your favorite Magento hosting company are going to be.
If you can’t make it, we’ll be publishing what we think the main Magento takeaways are from each event. So keep an eye on our blog post-event.
What to Know Before You Go
Magento events have a lot of opportunities for merchants, developers, and everyone in between. In order to take the most away from these opportunities, it’s important to know what they are and where you’ll find them.
Before launching into the events themselves, we want to make sure you know what you can expect from each of them.
All Magento events have sessions. They range from highly technical to more business orientated, and are probably your best source of information at a Magento event.
Before attending, take a look at the event’s website to see what sessions they have in place and which really speak to you and your needs. Try to manage a timetable where you can take advantage of all three things on this list, but prioritize the most important sessions. After all, you’re probably attending a Magento event to learn.
Sponsors are a big part of the Magento community, and almost every event has at least a handful of them. They’re great to talk to because they can potentially provide you with some awesome ideas for how to improve your Magento store.
They’re also a really good source for keeping a pulse on the Magento community. Most of the time they know what’s happening, who’s who, and what the latest developments have been. Why not go over and ask they about their Magento experiences, if nothing else.
We’ll be sponsoring several of the events below and will have our own booth. Come and talk to the team to learn more about how we’re a cloud company that has been with Magento since the start and will continue to support Magento merchants no matter what.
We know, after a long day of listening to sessions and speaking to sponsors, you probably just want to go home. But wait, there’s still more!
Networking events often take place around Magento events. They offer a good place to meet fellow merchants and developers, and continue that conversation with that one sponsor.
We suggest making an appearance and talking to a handful of people, at least. The Magento community is really helpful and supportive of newcomers and existing faces alike.
These events also tend to come with free food and drink as well!
Meet Magento New York is the only Meet Magento event in the US. It provides existing and new Magento merchants with a space for meeting and discussing developments in ecommerce.
It’s also a great chance to meet some Magento sponsors, discuss best practices, and just become a part of the community.
This year, our very own VP, Josh Ward, will be discussing what Magento 1 merchants can do after the End of Life in June 2020. We’ll take a look at what you need to be paying attention to, how it’s going to affect the Magento community, and why even Magento 2 merchants should be keeping an eye out.
Interested in catching up on what happened last year? Fill out this form for access to all of the videos and presentations from 2018.
Mage X events are the place to be if you’re looking to learn more about the application that underlies your ecommerce solution. As a space of learning, Mage X events tend to offer diverse sessions on business and technical topics. You’ll walk away from this knowing a lot more about Magento than you did coming in.
Don’t forget to take advantage of everything on show this year, including a focus on PWA and Headless. Learn more about what it means to code headless or PWA stores, and how they benefit a variety of business models.
This year, our very own Magento Master, Miguel Balparda, will be leading a panel about Community Engineering. Here he’ll talk about what it means to be a maintainer, and how you can contribute to an Open Source project too.
Meet Magento Poland has been going since 2012, and every year the number of attendees only grows.
Just like any other Meet Magento session, Poland offers a perfect opportunity to learn more about Magento and meet interesting people involved in creating the ecommerce platform.
Make sure to join in with the Q&A sessions and ask any questions you have. Also don’t miss out on talking to the Magento representatives onsite. With over 600 attendees expected to be present, it may seem like a busy event but it’s also very personable.
This year, we’re going to be attending, so keep your eyes out for Hostdedi team members walking the floor and joining you in the sessions. Don’t be shy, come and say hi!
Catch Us Around the World
Interested in knowing what events we’ll be attending in the future? Check out our events page and stay up to date. You can also catch us on social media, either through our Facebook, Twitter, or LinkedIn accounts. Keep an eye on our timelines and we’ll let you know when our next event is.
Lengthy checkouts annoy your shoppers and send them to your competition.
The default checkout page for Magento 2 fails to solve this problem. Fortunately, there’s plenty of extensions in the Magento 2 marketplace that attempt to fix this problem. However, sorting through the available candidates is no small task, so keep reading to help narrow the field.
What Is One Step Checkout?
Optimizing the shop experience is the most reliable way to increase your conversion rate and prevent abandoned carts.
Properly executed, one step checkout removes the annoying hoops between your customer and the Place Order button. The name of the game is quick, easy, and painless.
An effective one step checkout extension limits the process to one page, and:
Suggests a delivery address
Allows customers to add a comment
Includes a field for coupon codes
Allows store owners to configure checkout fields
Supports varied payment methods
Provides clean address, shipping method, payment method, and order review sections
Identifies the shopper’s IP address to expedite future checkouts
Optimizes the page for mobile
Provides checkout analytics and reports
Has a prominent Place Order button
Each of the Magento 2 checkout extensions provided in this article achieve the above. Let’s take a closer look at what each has to offer.
How We Narrowed the Field
At time of publication, the Magento marketplace has 19-and-counting one step checkout extensions available. We’ve narrowed the field to five options that support the latest stable relase of Magento 2 Community Edition, which is currently version 2.3. This version was released in November 2018, and any extension still not compatible is arguably the victim of neglect by its developer.
When deciding whether or not to purchase support for any extension, remember that support also includes updates to that extension. Keeping your extensions updates is one of the most reliable ways to keep your safe and secure.
Featuring a two-column design, Smart One Step fuels auto-address suggestions with GeoIP and Google, and allows unregistered guests to make purchases.
If you’re looking to further expand functionality, Aheadworks offers other extensions for coupon code generation, gift cards, reward points, and store refunds. Between companies, extensions don’t always play nice with one another, but you can prevent some headaches as long as you don’t mind fully hitching your wagon to Aheadworks.
Cost: $570 Support: 6 mos $105/12 mos $140 InstallationService: $85 Front End Demo (Back End Demo Not Available at Time of Publication)
With 150 reviews in the Marketplace for their Magento 1 extension, One Step Checkout AS has a well-established reputation in the community. This experience comes with a hefty price tag. In theory, however, a good extension will drive sales and provide value over and above the cost of acquiring it.
If you want the streamlined, barebones experience for your shoppers, you can certainly give it to them. The extension also offers CSS compatibility and fully embraces a modular approach to customization.
If you’re planning to use multiple extensions, OneStepCheckOUT promises easy compatibility. If you’ve enlisted their support service, they also promise to help you integrate troublesome third-party extensions for no additional cost.
If you want one-step checkout but don’t necessarily need heavy customization, MageDelight’s One Step Checkout may be a reasonable choice. Customization is limited to field selection and interface color, which will be enough for owners just looking for consistency with their storefront.
Cost: $189 Support: 1 yr Free, then $588/yr InstallationService: Free Front End Demo (2-column) (Back End Demo Not Available at Time of Publication)
The purchase of One Step Checkout by Templates Master includes free installation, 1 year of support, and free integration of third party modules. However, the cost of support after that first year jumps to $588 annually.
Cost: $299 Support: 3 months free with free lifetime updates/6 mos $79/12 mos $129 InstallationService: $59 Front End Demo Back End Demo
One Step Checkout by Amasty has something to offer both layperson store admins and seasoned developers. The former can easily and quickly tweak layout, colors, and fonts. For users wanting more control, the extension provides CSS and LESS support.
Notably, this is the only offering on this list to provide free lifetime updates.
Advanced options include gift options, header and footer promo information, delivery date and time, and others.
One Step Checkout Extensions At a Glance
Following is a summary of our findings at the time of publication. The policies, prices, or functionality of these products may have since changed.
Do you run an ecommerce store but aren’t sure how to improve its SEO? Worry no more, this is your complete guide to ecommerce SEO.
From keyword research to technical audits, this expert guide takes you on a detailed journey through the ins and outs of ecommerce SEO tactics for ranking your products on page one of Google.
What are you waiting for, let’s get started!
Laying the Groundwork for Ecommerce SEO
A concrete ecommerce SEO strategy is exactly that: a strategy. And all good strategies start somewhere.
For ecommerce SEO, that starting point is keyword and category research, upon which you’ll build site structure, on-page and technical SEO, and backlinks.
These, in turn, influence the buyer’s journey. From click to homepage, to checkout, your keyword research should provide a clear rationale for the journey a customer takes, even extending off-site into guest posts and social channels.
So before we launch into a detailed look at implementing or improving your ecommerce SEO, let’s take a look at the groundwork you need to cover, and why it’s important, first.
Why Ecommerce SEO Matters
Why does ecommerce SEO matter? Is it really just a form of dark magic held by wordsmiths of a digital age?
Let’s break that down.
Firstly, yes, ecommerce SEO matters. It matters because it’s the key to finding customers and selling products organically. This means without having to pay for advertising.
Sound pretty sweet, right?
93% of online activity begins with a search, with less than 75% of searchers proceeding past the first page of search results. That means that in order to play the organic game successfully, you’ll need to compete and beat out the competition.
Moreover, as we’ll look at throughout this guide, SEO doesn’t just affect your organic search rankings, it has implications that run throughout your entire site. From UX to structure, SEO is the key to creating buyers journeys that are unforgettable and targeted.
So what about the second question. Is SEO just some form of dark magic?
Despite what some “experts” would like you believe, SEO is actually a fairly straightforward process (for the most part) that revolves around you proving the relevancy of the pages and content you create.
For ecommerce, that means attributing value to your products and telling a search engine that is the case.
What’s best, it’s all easily done by following a simple formula. That’s what we’re going to be looking at here.
Defining Ecommerce Products and Categories
Ecommerce search engine optimization is a little different than typical content SEO.
Google handles content differently, buyers expect it to act differently, and the competition is different.
Where ecommerce and content SEO differs is in how products should be treated when compared with blog or other content pages. This is especially true if your store offers a large number of products across several categories.
Take, for instance, if you’re opening a store selling headphones.
Simply stating “headphones” when it comes to the product title and description isn’t enough. Going even further, the category “headphones” won’t do much to help either the buyer or your SEO either.
Modern audiences are looking for personalized and detailed buying experiences. These buying experiences mean understanding the differences between, say, “headphones” and “earphones”, “in ear” and “over ear”.
Understanding the Difference Between Ecommerce and Content
Ecommerce and content SEO is not the same.
To start, visitor intent is different. Content SEO often has the long game in mind. Ecommerce SEO aims to optimize the sales process. Sometimes this means the long game, other times it means more immediate engagement.
Secondly, ecommerce is arguably a lot more competitive. There are a huge number of products which are very similar. Product attributes then become increasingly important, with even the smallest addition or subtraction potentially making or breaking a sale.
Thirdly, Google handles transactional search queries differently. We will look at this in more detail later. However, what’s important to know is that transactional search queries have search features you won’t find with informational or navigational queries.
Finally, site content will be different. Product pages should be treated a little differently than, for example, blog pages. They should still follow the same general rules of focus and relevancy, but they also need to sell a product. This means you’re going to have to intertwine some emotional resonance in that copy.
As we cover pretty much everything you need to know about ecommerce SEO, keep in mind that every store is different and should be treated differently.
To create incredible, future-proof ecommerce SEO, make sure that your copy is relevant, informative, and useful.
Then do the rest.
Your Ecommerce SEO Stack
Your ecommerce SEO stack should be a collection of applications and websites that enable you to quickly and effectively research and/or confirm your keyword and category suspicions.
Your ecommerce SEO stack is your main toolset for laying the groundwork and building your store’s online presence. WIthout a good stack you’ll struggle to implement a proper keyword strategy.
Here’s exactly how you can use a huge range of applications to isolate product differences, find buyer intent, and understand a product’s market.
The Keyword Map
Before you launch any further into this section, you’re going to need a place to store all of your juicy keyword information. Everything you collect needs to be recorded for later!
If you have nothing else available, we recommend pulling up a spreadsheet and creating something which looks like this:
Cost Per Click
We’ll come back to what all these different sections mean shortly. For now, you can focus on keyword and product. Here you’ll put any of the keywords you find through your research and the product they are associated with.
Secondly, create a smaller table that looks like this:
This is potential categories. Categories are much larger than keywords. For instance, “Headphones” and “Earphones” may be individual categories as they have large differences. More specific attributes would fall under the keyword sections.
While conducting keyword research, keep an eye on the different keywords that appear and try to gain inspiration on what categories may and may not work.
Once you’ve done that, it’s time to get researching!
When Google Is Replaced by Amazon
The first tool you have at your disposal is Amazon. As the most popular ecommerce outlet, with a huge range of products, did you think we would (could) start anywhere else?
Amazon is to ecommerce SEO as Google is to content SEO.
9 in 10 consumers use amazon to price check a product before making a purchase elsewhere. By positioning the right products in the right places along a buyer’s journey, they increase the chance of making a sale.
To do this, they have had to optimize and perfect their internal search engine and ecommerce SEO to deliver only the most relevant results.
So, amazon is the perfect place to get started with keyword research.
Since we’re interested in selling headphones, we’re going to start by typing “headphones” into search and taking a look at Amazon Suggest.
This gives us two different types of information: ideas for keywords, and ideas for categories.
Primarily, the keywords we see above are what we call long tail keywords. They are search terms that are actually being searched by real customers and they provide a lot of insight into what they are looking for.
Taking a quick look, we can see that “headphones for kids”, “headphones with microphone”, and “headphones over ear” are a couple of keywords that stand out.
Since headphones are very close to earphones, we can also take a look at this search result to see if there is any crossover or new long tail keywords we can play with.
Immediately, “earphones with microphone” stands out, as does “earphone splitter” as a potential upsell product.
We can also take a look at the categories referenced in these searches. Cell Phones & Accessories appear in both search results, meaning it’s an important category to consider moving forward.
This tool scrapes a huge number of amazon search suggestions for you, providing keywords for you to add to your keyword and category map.
This can help save a lot of time and provides a fairly big long tail keyword base to work from. As you can see above, the results are different than when we used amazon directly, but are still just as valid moving forward.
The Power of Reddit and Wikipedia
Both Reddit and Wikipedia should be used for generating a longer and more complete list of keywords.
Reddit should be your first port of call as its community is often teeming with advice and recommendations on what others should or shouldn’t purchase. These posts provide a huge amount of information regarding product market, target audience, and keywords.
Of course, this often depends on what type of product you are looking to sell. However, there is often some kind of online community (whether in reddit or not) which talks about products from the perspective of a buyer.
Wikipedia is also an asset when it comes to keyword research. Just search for any product idea you have: like headphones.
We’ve highlighted a few key things which appear in the wikipedia search. First we have synonyms. These are words with the same or similar meanings, and are great keyword targets. Even the slang term “cans” is a viable search terms.
Second is potential categories. We already know that mobile phones are a viable category from the Amazon suggest results. We can now add musical instruments, radio, and video games.
Finally, we’ve also marked up some words which may be helpful for building out a more complete keyword strategy, including keywords like “bluetooth”, “DECT”, and “high fidelity headphones”.
Tip: Don’t forget to take a quick look at the table of contents too. Here you’ll find some good ideas for both categories and keywords. For headphones, we can see a couple of options listed under types.
Identifying Semantic Keywords
Additional bits of language conceptually related to your keywords or products are what are known as semantic keywords (LSI – latent semantic indexing). They are not one of your primary keywords.
Semantic (LSI) Keywords are those that are linked conceptually.
We can also identify these as Qualifiers and Attributes. They are excellent for building our and understanding categories, as well as for bulking up your keyword strategy.
For example, LSI keywords for Headphones may be”
These link conceptually and co-occur with instances of “Headphones” frequently. However, they do not have the same meaning.
In the wikipedia example above, two examples may be “open back” and “closed back”. These are potentially great binary categories, and provide customers with a clear UX path to purchasing the product they want.
Remember, these keywords should always be checked with a keyword tool (which we’ll get to later).
Google trends is useful tool for seeing what kind of trends are taking place in the market currently. In the past, we’ve found this tends to require a lot of sifting of data, but it can help you to find golden SEO opportunities if done right.
To begin, we’re again going to want to use the auto suggest feature to see what kind of searches are popular. Luckily, there are a few suggestions for headphones, including the popular search term “noise-cancelling headphones”. We can add that to our keyword map.
Once we’ve done this, we can scroll down and take a look at the related topics and queries. These can provide us with some good, long tail keywords, and help us to gain deeper insight into the categories we’re looking to create. Oculus VR can probably fall under video game, MacBook Air can fall under computers, and AirPods can fall under mobile phones.
Tip: Sorting through Google trends can take a long time but it really does offer a wealth of information for merchants that are able to act quickly. Remember that trends are exactly that: trends. There is no guarantee that what is popular now will be even 1 month down the road.
Google Keyword Planner
Once you’ve collected all of your keywords, it’s time to run them through a keyword tool to see what kind of buyer/searcher intent exists. There are a lot of options available to merchants, but we’re going to start with good old Google Keyword Planner.
Yes, Google, not Amazon.
The reasons we’re using google is because a large number of ecommerce searches come from search traffic outside of amazon. While Amazon has grown to be larger than Google in terms of ecommerce searches, Google still accounts for over 34% of product searches.
So, taking a look at the list of keywords we’ve found, we’re going to start putting them into the keyword planner to see what it suggests and what we’re looking at in terms of search volume and competition.
Starting with the keyword “earphones with microphone”, taken from our first look at Amazon suggest, we’re given a deeper look at how that keyword would perform and several additional options.
But what numbers are we really looking at here and what do they mean?
Avg. monthly searches
This is the average number of searches you can expect each month. Google keyword planner isn’t accurate in this area and we’ll be using another tool later for a better number.
This is how hard it is to rank for the keyword. On your keyword map, we’ve called this DIFF.
Top of page bid (both high and low)
These provide a guide to how much an ad would cost per click. This number gives us a really good indication of competition. The higher the cost, the more competition. The lower the cost, the less competition.
Go through your keywords and add the numbers you find here to you keyword map. We’re going to be using them more later.
Once you’ve completed everything else, we recommend taking your keyword map and exploring it further with a paid keyword tool.
For the purposes of this guide, we’re using Mangools’ KWFinder. It’s lightweight, provides a lot of the information we’re going to need, and we’ve found it to be pretty accurate at predicting success in the past.
We’re going to start this section of our research just like each of the other ones: by searching for “headphones”.
Here, we’re given a lot of information on how useful our keywords are. We’ve got a lot more detailed information on search volume, a clear idea of the cost per click (CPC) and an easy metric for judging ranking difficulty. We can also see how search volume has changed historically.
All of these metrics are ones we can use.
It’s also possible to take a look at autocomplete suggestions and questions that are asked using the keyword. These sections also provide detailed information on search volume, CPC, and difficulty.
Once you’ve looked through all of this information and moved what you think is relevant into your keyword map, you’re ready to start sifting through and putting together your primary keywords.
Sifting Through Keywords
Well done on getting this far. If you’ve proceeded through each of the previous steps, you should now have a fairly expansive list of keywords, potential categories, and metrics available to you.
But it’s probably too much. How are you going to take that list and shorten it to create a clear idea of what keywords to use and where to use them? After all, you can’t just stuff it all onto one page.
To solve this problem, we’re going to need to take a deeper look at those metrics we pulled earlier.
When looking at keywords and metrics, it’s important to remember three general rules:
Higher search volume means more potential
Lower difficulty means easier ranking
Lower CPC means less competition
Without further adieu, let’s take a look at the types you metrics you’ve gathered and what they mean.
Don’t forget to check the semantic keywords you found as well. These can come in handy during category creation.
Search Volume is a good indicator of how much traffic you could potentially see to your product. Know that this is searches, not click throughs. Even result number 1 doesn’t receive all of that traffic (but a fairly significant portion of it).
Knowing what number is good here is really about understanding how niche your target audience is. Clearly, headphones are a large consumer market (who doesn’t own a pair in the mobile phone age?).
As a result, large numbers are going to be good here. We would say anything with over 1,000 searches per month is going to net you a return. If you’re looking to sell more specific or specialized headphones or products, such as headphone amplifiers, a smaller search volume is ok.
“Headphones with mic” has a search volume of 2,400. This is pretty high and means that if you make it to the first page, you’re probably going to get a good amount of traffic. For merchants who stock this product, they would probably want to add priority to this keyword.
Before looking at CPC, we’re going to take a quick peek at keyword difficulty.
Different tools measure difficulty in different ways. KWFinder measures it in terms of the link profile strength from other competitors on the first search engine results page. We like this method as it provides a nice understanding of page 1 ranking competition.
The lower the score, the better. It’s going to be harder to rank for higher numbers.
KWFinder’s color coding here is really helpful. Anything in green is usually very easy to rank for – depending on a few factors. These are low hanging fruit and you’re going to want to target them if possible.
In the example above, keywords like “neckband headphones” have really high search volume and low difficulty. A combination of these two metrics makes this a high-value keyword. Similarly, “best DJ headphones” is another with this perfect combination of factors.
Finding this golden SEO combination is the key to isolating the best keywords available to you.
Cost Per Click
Cost per click (CPC) indicates how much an individual click will cost in Google ads.
But wait, you want to rank organically, not for paid ads. Why does this matter?
CPC is a great indicator of competition. The higher the value of a click, the more merchants are bidding for a smaller customer pool. This number can fluctuate a lot. According to Search Engine Watch, the most expensive keyword in terms of CPC in 2016 was “best mesothelioma lawyer”. Each click was valued at $935.71.
You should not expect numbers anywhere near this large. The most expensive CPC for headphones is just $3.24. This travels all the way down to just $0.14 for “gumy headphones”.
What you’re really looking for is a number in the middle here. You don’t want to go for a keyword with too little competition as there’s probably a reason for that (it doesn’t lead to a high conversion rate). You also don’t want to go for something too high as it may be because it’s too hard to rank for or compete on.
Taking the top and bottom numbers of “headphones”, we’ve set a range between $0.60 – $1.50. This actually only filters out a handful of results and leaves us with a pretty broad spectrum of results.
Bring It All Together
Once you’ve done this, you should now have a pretty complete picture of what your keyword strategy should look like.
Take those keywords remaining on your keyword map and organize them based on relevancy and metrics (remembering the general rules above).
Once you’ve completed your keyword research, it’s time to put that research into practice by using it to inform your site structure (or site architecture).
Site structure is already an important part of SEO for any site. However, with ecommerce sites, it’s even more important due to the number of products and pages.
A clearer site structure makes it easier for customers to find specific products, for search engines to index them, and for merchants to create exquisite buyer journeys. The more pages and products you have, the more important this stage will be.
Don’t Skip this
Optimizing site structure means following two simple rules:
The rule of simple scalability
The rule of proximity to your homepage
These two rules embody two core principles behind best practices web development: simplicity and connection.
They show that it’s important to add pages to your site in a way that supports simple site architecture, while also ensuring that no page is more than 3 clicks away from you homepage.
These two rules relate heavily to “deep” site architecture.
Creating “Deep” Site Architecture
In general, most external links (packed with backlink juiciness) are going to be directed towards the homepage. This means that most of your authority is going to exist on this page (probably).
As you build out your site, you’re going to want to create a clear pathway for that authority to “flow” from the top to the bottom.
In the example below, domain authority filters from the home page down through to the product pages (which are just 2 clicks away).
With more complex sites with more pages, this would probably have to be built out even more. It would include multiple mid-level pages and many, many more product pages. Whatever you do, it’s important to ensure that product pages are no more than 3 clicks from your home page.
If you have fewer products, it’s important that they are no more than 2 clicks from the homepage. This ensures a streamlined customer journey and makes for easier indexing by search engines. Take a look at some of your competitors if you’re unsure and see how they do it.
Tip: don’t put too many pages in level 2 if you can help it. The more pages on each level, the lower authority each page is given. The “deep” structure is designed to dilute that authority vertically instead of horizontally.
Bad SEO Site Structure
Bad site structure is easy to diagnose. It flies in the face of both simple rules above:
The rule of simple scalability
The rule of proximity to your homepage
Instead of allowing for authority to drip down from the top, it creates meandering mazes that create uneven buyer journeys and hard to navigate UX.
The example above also puts 6 pages between the homepage and the product.
That’s 7 clicks between arriving at the site and finding the product they want. Not only is this terrible UX, it also all but guarantees that your conversion rate will drop significantly (unless you happen to have an audience that loves website mazes).
Tip: If your site structure looks like it does above, don’t rush into moving everything around and changing your site structure. This will lead to changes in URLs, which means a lot of pages will lose their existing SEO value. Before engaging in a site redesign, we recommend getting in touch with an SEO professional to help, if it’s something you feel needs to be done.
Now that you know the basics of site structure, we can start to apply the keyword research we performed in the last step.
Where this is mainly going to make a difference is on the category pages. Do you remember those qualifiers and attributes we identified in the first section? We also called them semantic (LSI) keywords.
These terms are great for creating categories. Make sure that you check them with the keyword tool as well.
For the purposed of this exercise, we’re going to start with two category pages, “open back” and “closed back”. These provide us with a nice way to split any products we have down the middle, despite not necessarily having some of the best keyword metrics around.
If you structure your site for best results, your URL structure should mimic your site structure.
Take the “open back headphones” and “closed back headphones” example from our wikipedia research. These would create two different categories “open back” and “closed back”, and the following URLs:
Product variations should not be addressed in your site structure. Differences such as color, size, material, or similar attributes should be addressed with your ecommerce CMS.
The line between these variations and genuine categories is a thin one. Generally, best practice is to keep niche attributes with high volume or competition as categories, while taking more general attributes such as color and size, and setting them as variations.
Magento is particularly powerful when it comes to setting up product attributes. Not only does it allow you to set different values and settings, it also allows for attributes to be displayed differently in different parts of your store or different regions.
Other applications like WooCommerce are also very capable of managing attributes, but don’t have some of the advanced functionality you’ll find with Magento.
Tip: Before actually putting together your site structure, it’s a good idea to compare the differences between ecommerce CMS. Make sure to check for features which line up with your requirements for SEO. We recommend Magento in most cases as it allows for much more customization.
The Best Ecommerce SEO Site Structure
The best ecommerce site structures follow the two simple rules above and ensure that all authority and links flow from the homepage towards categories and then out to products.
In the example above, the categories have been separated into two levels, allowing for more products to be represented and simplifying the buyer’s journey. In turn, these level two categories flow into the product pages along the bottom.
If you were setting up site structure for an earphone/headphone site, you may place “earphones” as one top level category, and “Headphones” as another. Level two would then diversify into other features such as “Noise Cancelling”, “bluetooth”, or other options.
We do not suggest going past this 4 level structure as that would mean more than 3 clicks from the homepage to reach a product. This will lead to a bad user experience and a hit to conversions.
On-Page Ecommerce Search Engine Optimization
Ok, you’ve made it this far.
You’ve got your keyword map and you’ve created a solid site structure. Now it’s time to start creating the actual pages and optimizing them for SEO.
Here we’re going to show you how all that groundwork you’ve prepared is going to pay off. We’ll walk through keyword placement, on-page optimization factors, and what makes ecommerce SEO unique.
Optimizing SEO for ecommerce is different because Google treats ecommerce search results differently than they do other queries.
Since we’re talking about ecommerce SEO in this article, we’re going to focus on Transactional search engine results pages (SERPs).
To do this, let’s take a look at a simple ecommerce search query and break down what we see. The query we’re going to use is “buy bluetooth headphones”.
Immediately, the first thing we’re shown is a sponsored product carousel. These are products that Google has deemed relevant to your search query and are based on you own ad selection settings. They are paid ads (we can tell by the sponsored tag in the top right), so ranking here is going to depend on numerous factors, including your ad spend.
Directly below this, you can see the delivery of an adwords ad, along with typical search query results. These usually last for a couple of results before moving back into another ecommerce SERP feature.
In the case of our search query, that is a carousel for the best bluetooth headphones and headsets. This is actually more of an information section, providing information scraped from popular sites and displayed in an easy to read manner. It is organic.
Scrolling down a little, we are then shown the “People also ask” box. Here, long tail questions with higher search volume are listed and answered in easy dropdown text boxes. This is also organic and not paid.
Further down still and we’re shown a series of articles relevant to our search query. These allow for buyers to perform even more research before making a purchasing commitment. These are also organic.
Below this, we’re able to refine our search based on brand. We’re offered a couple of options here. Clicking on one takes you to a google search for that brand’s name combined with your search query above.
Finally, the last thing you will see if a map with the location of local businesses you can purchase the product you’ve searched for from. To really make the most of this section you need to optimize your local businesses SEO.
The Move to Informational
Following some level of criticism over too much paid placement in search results, Google have dialed it back a lot more recently. A lot of the information we see on the results page is actually informational – despite the fact that we have a transactional query.
This means that content and a solid content strategy is an ever increasing part of ecommerce search optimization.
Take a look at your keyword map and see if there are any clear opportunities for content creation. Then take a look at whether you think it is a good idea to start a blog on your website.
We’ll be picking up on how to implement an SEO content strategy for ecommerce sites a little later.
A Deeper Look at Keywords
How Many Keywords?
It’s often one of the first questions asked by merchants trying to solve their SEO woes: “How many times should I use this keyword”. Well, there’s no precise answer to this question, but just as with everything SEO, there are a couple of rules you can follow.
Keep usage clear, relevant, and precise (no keyword cramming)
Consider use of semantic keywords
Make keywords meaningful
We’ve seen articles that state you should only use them 3 or 4 times. We’ve seen articles which state they should be used 5 or 6 times.
Yes, best practice states that using a keyword less is better than using it more. However, there’s also something to be said for how Google (and language processing networks in general) analyze text. As long as your keywords are making semantic sense and appropriate, write away.
If that’s not good enough, as a general guide, use 1 keyword per page and use it 3-5 times per 1000 words.
Mix in a small number of semantic keywords where needed and you’re good to go.
Take the text below as an example of a product description for a pair of noise cancelling headphones we want to rank.
The Audio Creator To the Beat Noise Cancelling Headphones are some of the best on ear,active noise cancelling headphones around. Take your music wherever you think it’s needed with either bluetooth support or the 3.5mm jack. Experience high fidelity sound like you never have before.
The words in bold above are semantic keywords we identified during our keyword research. We’ve included a lot of them in the product description, but they all make sense and none are out of place.
Long Tail vs Short Tail Keywords
When putting together content, you’re going to see that there are primarily three different types of keywords you have to play with. The first two are short tail and long tail keywords.
Short tail keywords are exactly as you would expect: shorter. They tend to have much higher monthly search volume and difficulty. But that’s ok because these pages should be closer to the homepage. That means they will have more authority flow into them: and so will have more power to rank.
An example of a short tail keyword would be “bluetooth headphones”, or even just “headphones”.
Long tail keywords are longer. They have lower search volume and difficulty. More and more, long tail keywords and mimicking natural language patterns; usually in the form of questions.
An example of a long tail keyword would be “what are the best bluetooth headphones?” or “The best bluetooth headphones of 2019”.
We recommend using a mix of short tail and long tail keywords on pages when possible. The higher up in the site structure, the more you’re going to want to optimize for the short tail.
Optimizing Category Pages
In this example, the category pages are optimized for Noise Cancelling and Wireless short tail keywords. These pages would contain some text about the different attributes and internal links to the top products.
Below these would be the long tail keywords for the products themselves. The Audio Creator To the Beat headphones would be searched by fewer customers than just “Noise Cancelling Headphones”. We still want to rank for it, but because of the lower search volume and difficulty, it’s ok to place this on the product page – further from the homepage.
Semantic Keywords for Ecommerce (LSI)
On top of short tail and long tail keywords, you also need to consider semantic keywords. This are also known as LSI (or Latent Semantic Indexing).
As we discussed earlier, semantic keywords are those that are conceptually linked to the main keywords. For ecommerce, these are often product attributes and features.
If you’re unsure about what semantic keywords there are, take a look at Amazon and search for you product.
In the example above, we highlighted several keywords which seem to appear frequently across the page in the product titles. These include words like “active” for noise cancelling, “bluetooth”, and “over ear”.
We could take this deeper and explore product descriptions to see relevant, frequent words. We recommend looking at several different products like this and then putting the semantic keywords you find into your keyword map.
They should then be sprinkled throughout copy on different pages – especially in product descriptions. They tell Google that your page is relevant and informative.
Don’t overdo it. Moderation and relevance is key here, so follow the same rules as you would for other keywords with the exception that you can use multiple semantic keywords on one page.
How Much Content?
Talking about the number of words, how many should you have on each page?
This isn’t a length thing. It’s not the more words you have the higher your pages are going to rank. If that were the case then everyone would be writing 10,000 word articles.
It’s that a well-written article or product page provides more than just a quick answer or description. In terms of ecommerce, a well written product description goes into depth about the product and what it can do.
When google then analyzes the page and its text, it will be able to see your keyword (assigning relevancy) and any semantic keywords (assigning extended relevancy) present.
Ecommerce On-Page SEO
An ecommerce product page optimized for search will look (roughly) like this:
So what is everything there and how can you ensure you’re providing enough information? Let’s walk through each of these different areas and look at them in detail.
The Ecommerce Title Tag and Meta Description
Meta content is vital, not only for your ecommerce store’s SEO, but for click through rates from the search results page as well.
When deciding on a title tag, be sure to include the main keyword for the page and place it towards the front of the title tag. Try to make the copy here convincing as it will directly affect click through rates. Including terms like “The best” or “Cheap” or something similar can really help to improve click through rates.
The meta description isn’t as important in terms of direct SEO. However, it’s still going to influence click through rates. Again, using terms like “Cheap” and “Best” here will probably increase click through rate. Just make sure that it’s easy to read and understand.
There are two key things you URL needs to consider:
Implement both in this section and you’ll be fine.
The example above uses both the “noise-cancelling” keyword from our category page and the keyword from our product page.
The H1 Tag
This is one of the most important pieces of information you’ll have on the page and best practice is to keep it simple and short. In some cases, it’s even worth just using your main keyword directly.
Of course, this depends on the page.
Products should include the product name. Take a look at what Amazon does with their main titles on the page.
This H1 tag is long and wordy. Part of the reason for this is how Amazon’s search algorithm works and the competition between similar products.
However, if we take a look at a product like Bose, who are trying to rank on Google, we see a different picture. Their H1 tag is short and simple. It is the product name itself. This is because their product has search volume in its own right.
Tip: deciding on how you are going to treat your H1 tags depends on the products you’re selling. Does the product itself have search volume? If not, it may be worth taking more of an Amazon seller approach.
For category pages, it’s recommended that you stick to the short tail keyword you’ve opted to use. For the example above “Noise Cancelling Headphones” would be perfect.
This is the meat of your page and where most of its SEO value will come from.
As we discussed earlier, at a minimum, you’re going to want to include 1000 words here. The more the better (within reason).
Don’t forget that you should also include your keywords here: both short tail and semantic. We recommend aiming for 3 uses of your main keyword, with an additional sprinkling of your others.
Take a look at some of your competitors to see how they have done this. This can give you a lot of insight into what works and what doesn’t in your industry.
This content should also have emotional relevance and pull for your audience. This is outside the purview of ecommerce SEO, so we won’t cover it here, but a clear understanding of your target audience (personas) is vital to creating this content. Your keyword research should help to inform this.
We also recommend placing keywords in H2 title tags if possible. H2 tags are given higher priority than body text, so well positioned keywords here attached increased relevance to a page.
The Alt Image
Google understands that images help make content easier to digest. When was the last time you clicked on a web page and there were no images? Even Wikipedia has images scattered throughout.
As a result, including images won’t only make a difference in terms of conversion, it also helps with SEO (yes, really).
When inserting an image, try to think of a relevant alt tag. This should describe the image for those with sight impairments. If it’s a side shot of a pair of headphones, something like “side short of Audio Creator To the Beat headphones” would work.
An Ecommerce Internal Linking Strategy
Depending on the ecommerce platform you’ve opted to use, you should already have a lot of internal links on your site. Links from category pages, links from product pages to frequently viewed products, and more.
This makes ecommerce SEO much easier than in a lot of other industries.
However, putting in some strategic internal links is aldo going to help and it does align with SEO best practices. So how do you do it?
Start by taking a look at which pages are high priority. Which pages get the most traffic and see the highest conversion rates / are vital to the customer journey?
Are you going to have a blog?
We recommend that you start a blog.
When you publish new articles, link them to the high priority product pages. The higher the article with rank, the more authority will flow into the product page (just like with our homepage down technique).
Remember, when creating anchor text (the actual link text), use a keyword rich search term.
In the above example, we’re linking to the noise cancelling headphones category page, so are using the anchor text “The best noise cancelling headphones”. This is both relevant and has high volume according to our keyword research.
Rich Snippets and Product Reviews
What’s one thing ecommerce SEO has that content SEO only sometimes has?
That’s right, reviews.
Take a look at the results of “bose noise cancelling headphones 700”. Every single one on the first page includes review stars. Every. Single. One.
So how do you get this on your product pages?
By using Schema Markup.
Schema markup is a code for telling Google and other search engines more about a page and what information is on it. It’s vital for having “rich snippets” in search results, and for including product review stars in the search results.
It’s also possible to use Google’s Structured Data Markup Helper. This provides a simple wizard where you are siven several options on what to do and what you want to appear. It will then create the code for you, which you can just copy and paste onto your page.
Remember, to input reviews for the structured data markup here, you’ll want to select the products category. This will allow you to add the review and more information.
To check if these are working, head to the Google Search Console and check under Enhancements. The different schema that Google is able to track will be listed here under the different categories.
Since we selected the products category above, we can see products listed in this section. If you have not activated schema properly (or it hasn’t been indexed) then nothing will show up here.
You should now have an ecommerce SEO optimized website.
You’ve conducted keyword research, you’ve created a concrete site structure, and you’ve optimized on-page copy and meta.
The Next thing you’re going to want to do is launch a technical SEO audit. This is going to help you diagnose any problems with your SEO from a technical perspective.
Technical audits can easily find themselves stuck in the weeds. In this section we’ll take a look at how you can conduct a simple audit for yourself, and how to fix some of the most important issues which spring up.
What Does a Technical Ecommerce SEO Audit Include?
A technical SEO audit takes a look at what may be broken on your site. It scans the site code to look for issues that can easily be fixed and often provides a clear way to fix them.
Some of the errors an SEO audit should pick up on are:
Page title and meta issues
Incorrect XML sitemaps
Bad robots and directives
Site structure and architecture problems
Schema “rich snippet” issues
There are additional areas that a technical audit will touch on, but the above are the main areas this guide is going to cover.
For the purposes of this article, we’re going to use Raven Tools. We’re choosing this as it provides information on all the areas we’ve mentioned above, and is arguably the easiest to use. To keep taking advantage of it you’ll need to pay a subscription. However, you can get started with a 14 day free trial.
Screaming Frog is also a good tool for conducting technical audits. It provides information on a lot of different areas and allows site owners to look a lot deeper into the issues their site is having. This means that it is a lot more complicated to use than Raven Tools, so we’re not going to talk about it here. We do recommend taking a look at it if you want to delve deeper.
Finding Technical SEO Issues
Start by signing up to Raven tools and logging in. Once logged in, you should be presented with a request to set up a campaign. These campaigns are based around website URLS. So go ahead and enter your website URL for the campaign or project you want to manage, then click continue.
Once you’ve gone through the setup wizard and selected the choices, head to the left sidebar and then open the SEO research drop down and then SEO Auditor Classic. After your site has been crawled, you’ll then be provided with a summary of the different areas you need to respond to.
Now you’re possibly going to see a lot of different things here. We simply don’t have space to go through each of the different technical audits you’ll see. Instead of covering everything, we’re going to look at the most important issues the tool can highlight and show you how to fix them.
Let’s get started.
Solving the Top Ecommerce SEO Issues
Despite being a major concern in terms of SEO, this is a very common problem. The very nature of ecommerce sites (especially large ones) does not help.
However, it’s an easy fix with the right time commitment and a few changes to your technical SEO.
How to Fix It
Fixing duplicate content issues is simply done by following three techniques:
Make sure content across your site is unique
Employ Canonical URLs when needed
Avoid heavy boilerplate content
Yes, creating unique content can be a huge time drain – especially if you’re aiming for 1000+ words for each product. However, it will make a huge difference in terms of how well your site will rank.
The second thing you should make sure you’re doing is using canonical tags.
Do you have a few pages that have to be very similar? In these cases it’s best to implement a canonical tag on that page.
The canonical tag will state which page is the primary page – which one you want to rank in Google.
Let’s say we have two products that are very, very similar. We want them both to rank in Google, but they can’t because they are just that similar. One is selling A LOT more than the other, and we’ve decided it’s time to start climbing the SEO ladder.
We would take both product pages and implement a canonical tag that directs to the higher-performance page. This will tell Google that this is the page you want to be indexed.
Canonical tags can be implemented with a SEO plugin or through code. However, we recommend getting in touch with a technical SEO professional about this as there is a smorgasbord of rules to consider (too many to list here).
A Slow Site
Slow sites are a common problem and there’s no one way to fix it. It really depends on the reason behind why the site is slow.
This can be:
Global customers accessing a single data center location
Uncompressed images and files
Poorly coded content
How to Fix It
The first thing you should do is check your hosting platform. They are not always the problem, but it’s an easy first port of call.
Get in touch with your support team and see if they can see anything wrong. If they can’t find anything, then that means it’s probably something wrong with your code or content.
Hosting isn’t always the problem with site speed, but it’s an easy first port of call.
To narrow down what code or pages are causing problems, head into analytics and take a peek at Behavior > Site Speed.
This will give you a good idea of the different page timings and which pages are showing the problem. Remember, metrics like TTFB are not the ones you should be looking at. From here, you may be able to see consistencies across you site and resolve the problem yourself.
It’s very possible that certain pages just have elements which are taking a long time to load (e.g. images). If this is the case, try lowering their file size with compression and see if site speed improves.
Perhaps the speed issue isn’t your hosting or your code, but a location issue. If a large amount of your site traffic is coming from a different country than your hosting provider, it may be time to either switch hosting provider or (the better option) invest in a CDN.
A CDN will give you a good kick in terms of speed around the world, and it makes your site more secure!
Unsure how to choose a data center location? Check our guide.
Your Site Is Not Secure
This is a big one and something that a lot of ecommerce merchants have been slow to buy into. However, it’s a really easy problem to fix and can be resolved in a few minutes.
Choosing the right ecommerce CMS is important. Not only does it influence what you’re able to do, it also allows you to set expectations in terms of development costs and timeframes.
Two applications you’ll be introduced to early on are Magento and WooCommerce. Both are used by an impressive number of stores. WooCommerce has over 3 million stores using it as a platform, while Magento has over 200,000. Both also offer great feature sets that can be expanded easily with extensions, and both have incredibly supportive communities.
So why would you choose one over the other?
This article takes a look at exactly that, by pitting Magento and WooCommerce against each other. If you’re a merchant that still needs to make this choice, then keep reading to find out more.
Magento Pros and Cons
Magento is a powerful ecommerce platform capable of empowering merchants to create storefronts unlike any other. Originally released March 2008, it has since grown and inspired the release of a new version, Magento 2, in 2015. This version has gone on to become the perfect ecommerce platform for storefronts with a global reach.
A powerful ecommerce platform capable of creating unique user experiences
Offers more customization options that WooCommerce
An incredible community that, despite being smaller than WooCommerce’s, manages to easily hold its own
True hosting optimization through an optimized Magento hosting provider
Requires a developer to create a fully functioning storefront
Costs more than a WooCommerce implementation
WooCommerce Pros and Cons
As a plugin for WordPress, WooCommerce comes armed with features that make it great for managing both content and ecommerce. Originally launched in 2011, it has grown to become the most used and versatile ecommerce platform around, with over 3 million active installs worldwide.
Easy to use and get started with
A huge range of templates and themes for merchants without any coding knowledge
Allows for better integration of the ecommerce and content sections of a site
Doesn’t afford the same level of customization as Magento
Doesn’t allow for the creation of unique buyer experiences to the same degree as Magento
Lacks some of the truly powerful integrations available
Questions about speed and power are usually some of the first questions merchants ask. Most of the time, merchants need to prioritize one. That especially holds true when comparing Magento and WooCommerce.
While Magento may offer more in terms of power, it also requires more resources to deliver the same experience as WooCommerce. WooCommerce, on the other hand, is a very lightweight and fast platform, but it lacks a lot of the functionality you’ll find with Magento.
WooCommerce Is Lightweight
We’ll say it again: WooCommerce is lightweight. This means the same hardware and resources can serve more customers with a WooCommerce store than with a Magento one. Take a look at our SIP and SIPWOO plans to see what this means in terms of real numbers.
*Based on a SIP 400 server build.
Despite meaning more customers, the lightweight WooCommerce platform has comparatively limited functionality. When creating a Magento store, merchants are empowered to create integrated, omnichannel journeys, where their online storefront is just a part of the buyer’s experience. With WooCommerce, this just isn’t the case.
WooCommerce lacks an out of the box ability to track activity through other channels and deliver a personalized experience. This feature can be added by installing several plugins. However, any store overloaded with plugins is then going to suffer in terms of performance.
Magento Requires the Right Host
For Magento, it’s important to host with a provider that offers optimized infrastructure. While several providers state that they offer optimized hosting, the reality is that only a handful truly optimize their infrastructure for Magento. Hostdedi is known to offer a truly optimized hosting foundation. Here are four reasons why.
In addition to finding the right hosting provider, the quality of the code used to create a Magento store can also have a significant impact. Poorly edited code and unoptimized extensions can easily cause any server-side optimizations to lose their significance. If you’ve tried everything else and your store is still crawling, it may be a good idea to start a code audit.
Poorly edited Magento code and unoptimized extensions can easily cause any server-side optimizations to lose their significance.
Two Different Performance Bands
Like much of this comparison, Magento and WooCommerce fall into two different performance bands. WooCommerce is a lightweight contender, with comparatively less power behind it, but it is quick and nimble. Magento has much more power behind it, but it needs a lot of support from behind the scenes.
We’re calling this a draw, with the better application’s performance-based specific use cases and what they need: power or speed.
Magento has long been known as the ecommerce king of functionality. Not only does it allow for the creation of unique and personalized user journeys, but its integration capabilities are second to none.
With that said, a savvy developer can still get a lot out of WooCommerce. Both applications come with REST API, allowing developers better management of products and orders. This also provides flexibility for developers to build an API that meets the needs of diverse merchants.
The WooCommerce REST API documentation (including hooks, endpoints, filters, and more) can be found here. Similar documentation for Magento can be found here.
WooCommerce Requires WordPress
While the use of REST API with WooCommerce does give it an edge in terms of functionality, the ecommerce platform still isn’t on par with Magento. WooCommerce requires WordPress. With that comes design and functionality limitations you won’t find with Magento.
For most merchants running WooCommerce, this shouldn’t be a problem. While the limitations exist, this hasn’t stopped a lot of merchants from creating unique storefronts that appeal to large customer bases.
Coffeebros.com, for example, has created a storefront that includes discounts, calls to action, and a clean, easy to understand buying experience. Weber.co.za, the grill provider, has also created an easy-to-use store that integrates both their ecommerce and content recipe sections seamlessly.
This is one of the biggest pros for WooCommerce: it lets merchants integrate the content and ecommerce sections of their site seamlessly. This process can be a lot more difficult with Magento.
Magento Powers Global Commerce
Magento powers some of the biggest ecommerce stores in the world. There’s a reason for this: the functionality it offers global retailers.
Magento allows for Global storefronts with regional differences.
HP transformed their selling experience in the Asian Pacific through Magento. They launched five different stores on a single platform, with regional differences and global similarities. This allowed them to meet local requirements for payments, fulfillment, language, and order technicalities, while also optimizing site management with global consistencies.
Rubik’s also managed to create a strong global online presence quickly, using Magento to expand worldwide. Magento’s functionality made it easy for them to spin up new regional storefronts and landing pages. Something which would have been a lot more complicated with other platforms.
Not only does Magento allow for easier access to international markets, but it also enables more in-depth customization of the buyer’s experience. Just take a look at the difference between a typical Magento site and a typical WooCommerce site.
Still the King of Functionality: Magento
It shouldn’t come as a surprise that this category goes to Magento. Its ability to customize the buyer’s experience and create unique, international storefronts is something you just can’t do in the same way with WooCommerce. Moreover, with Adobe’s integrations weaving themselves into the Magento ecosystem, its functionality is only going to improve.
Security for an ecommerce store is vital. Not only does it help prevent loss of customer PII, but it also ensures that merchants remain in compliance with the Payment Card Industry standards (PCI Compliance) needed to sell effectively online.
While both applications offer environments backed up by security teams and vigilant communities, WooCommerce suffers from one major disadvantage: WordPress. As a plugin, it is vulnerable to the same exploits as its parent application. In 2018, 57% of web application vulnerabilities identified were from WordPress.
This doesn’t mean Magento has no problems of its own. In research conducted by Astra Security, 62% of Magento stores have at least one security issue. That’s still lower than the 73% of WooCommerce stores reported by EnableSecurity, but only by 10%. These are not complex vulnerabilities, but are easily detected using free automated tools.
So why such large numbers? For many sites, it is because they are out of date. Clunky update processes or simply forgetting are two of the biggest reasons for security vulnerabilities across modern websites.
For this reason, one of the best security features offered is the ability to easily update. Magento security patches aren’t easy to apply when compared with the WooCommerce update process. With WordPress, you can set updates to occur automatically.
73% of WooCommerce stores have at least one security issue.
Despite this, Magento does have a lot of positive security features going for it, including:
Enhanced password management
Cross-site scripting (XSS) attack prevention
Flexible file ownership and permissions
Non-default Magento Admin URL
The Magento 1 End of Life Impact on Security
Magento can be split into two versions: Magento 1 and Magento 2. Each is largely unique, in that moving from Magento 1 to Magento 2 requires replatforming. Currently, a large percentage of Magento stores are still on Magento 1.
In June 2020, official security support for the Magento 1 platform will cease. This means security will become a pressing concern for merchants still on the platform. If you’re a Magento 1 merchant looking for alternatives, we recommend reviewing your options and downloading the After M1 guide.
Security is never simple. The nature of vulnerabilities means that every application’s community needs to remain vigilant. WooCommerce offers some great security features for automating the update process and keeping everything up to date. However, it also has a lot more vulnerabilities to begin with thanks to running on WordPress.
Magento has better security tools and features, despite patches being hard to implement and take full advantage of.
Despite its flaws, Magento wins this category due to providing a better security experience overall, but WooCommerce is a close second.
Design and Templates
Before a site can go live, a merchant needs to decide on design. Without design there is no site (at least, not an attractive one).
With WooCommerce, this is an easy process. There is a large selection of templates and pre-designed themes available. Taking these and tweaking them to individual requirements is a quick process, making the time from ideation to creation much faster than with Magento.
Magento does have a limited number of templates. However, these are relatively simple when compared with what Magento can do. They also are not particularly attractive. To take advantage of the platform, most merchants will need to hire a developer to design and code their site.
Design becomes a lot more complicated when headless implementations are considered. For Magento merchants, the application’s API makes implementation a relatively simple process. There are several headless Magento sites already using headless architecture to deliver unique user experiences.
Headless architecture allows for stores to utilize an optimized ecommerce API and flexible front-end design.
With WooCommerce already being a plugin, it doesn’t make a lot of sense to use it in a headless implementation. Instead, it may make more sense for merchants looking towards headless WordPress to opt for something like BigCommerce instead.
WooCommerce vs Magento: Template vs Design
WooCommerce, with its huge library of themes, is much better in terms of templates. Magento, with its expansive functionality, is ultimately much better in terms of design (with the caveat that you need a developer).
If you’re a small business with a limited budget, we recommend using WooCommerce and taking advantage of its themes and templates. If you’re a medium-sized store though, Magento’s design capabilities offer a lot of advantages in terms of UX and improving your bottom line.
Extensions and Plugins
While an application needs to have great out of the box functionality, it’s also important to be able to expand and customize it with plugins or extensions. Today, almost all CMS offer plugins or extensions in one form or another; WooCommerce and Magento are no exception.
In terms of numbers, WooCommerce wins due to having access to the WordPress plugin library. However, these plugins are not all optimized for WooCommerce.
Magento, on the other hand, has over 4,700 plugins optimized specifically for its ecommerce platform. Not only that, but Magento’s extensions provide a lot of in-depth customization that you can’t find with WooCommerce.
Magento extensions allow for merchants to:
Upgrade internal search functionality
Build custom checkout experiences
Improve sorting and categorization functionality
Create up-sell and cross-sell campaigns
Customize shipping and fulfillment options
Dedicated WooCommerce extensions are relatively light. They provide some useful social and payment integrations, some basic enhancements, and a few useful shipping and fulfillment extensions. Overall though, the options are not as powerful or diverse as Magento, despite growing quickly.
When it comes to extensions, Magento is still the better application in terms of functionality, with a huge range of diverse extensions available to suit all merchant needs. However, like most things Magento, they also come with a much larger price tag than their WooCommerce counterparts.
Managing an ecommerce store means managing products. That includes how, when, and where they are delivered to customers. Many ecommerce stores today deliver personalized buyer journeys, setting the bar high.
It’s Magento’s advanced functionality that shines here. In addition to offering merchants the ability to provide regional deviations in product delivery, it also allows for the creation of unique journeys within a specific area. This includes up-sells and cross-sells. While this functionality can be added to with the use of extensions, the default feature is powerful in its own right.
WooCommerce doesn’t offer the same flexibility. What it does provide are:
Magento Is Great for Medium-Sized Stores Looking for Great Functionality
Magento does what it does best when a merchant wants a custom implementation. It allows for unequaled exploration of the buyer’s journey and creates personalized sales funnels tailored right down to the individual.
Unfortunately, this level of customization and functionality has meant that it requires a development team to support its full range of capabilities. Implementing its best features needs to be planned down to specifics. So while it will likely increase your bottom line and lead to a surge in sales, it also takes investment to get you there.
As a result, we recommend Magento for medium and large-sized businesses looking to continue growth. If you’re interested in getting started, take a look at our Magento cloud hosting solutions and talk to a member of the Hostdedi team today.
WooCommerce Is Great for Smaller Stores Looking For Ease of Use
WooCommerce really shines in how easy it is to get started and manage. Not only does it provide a great ecommerce storefront, it also provides and equally create content management tool.
However, it doesn’t provide the same level of store customization as Magento. For that reason, we recommend WooCommerce to smaller stores. If you think that means you, see our WooCommerce cloud hosting solutions.
With just a year until Magento 1 reaches end of life, merchants still on the platform are facing a lot of tough decisions; including whether they should stay on Magento 1 (M1), replatform to Magento 2 (M2), or start using an alternate CMS.
Magento 1 was released March 31, 2008 – over 10 years ago. Since then, over 900,000 sites have gone live, and over 200,000 of those are still delivering excellent eCommerce experiences.
Yet for those still on M1, June 2020 will be a decisive date. As the platform stops receiving official support, merchants will have to decide whether to stay or leave. As we’ll look at in this article, while Magento 2 does offer benefits over Magento 1, making the move does not necessarily benefit everyone. So if it doesn’t benefit you, what are your options?
To help merchants make the right choice, this article will look at the differences between Magento 1 and Magento 2 and explore how those differences should be affecting what you do before next June.
Magento 2 was released November 17, 2015. Since then, adoption has grown steadily, but still hasn’t overtaken the number of live Magento 1 stores.
For many merchants the issue is one of resources. Changes to the core design of Magento have made replatforming to version 2 a significant challenge. Costs associated with replatforming include development, hosting, and adapting to the new platform.
Maintaining security is important when running an eCommerce store. Not only will vulnerabilities lead to breaches and customers not purchasing products, it can also have a widespread SEO impact.
The core differences between Magento 1 and Magento 2 in terms of security are relatively small. Two major changes include that Magento 2 supports a strengthened hashing algorithm for passwords, and that admins can enable only one person to be logged in at any one time.
The good news is that if you’re an M1 site owner and you’re worried about not having this functionality, it’s possible to add it to your store through extensions. The bad news is that there’s a much larger security threat looming.
The largest threat to M1 security is the fact that the platform will be officially deprecated in June 2020. This means that Adobe and Magento will stop supporting security updates and patches. Normally, this would leave merchants still on the platform exposed to vulnerabilities and attacks. However, some members of the Magento community have come together to try and prevent this.
Already, several developers and agencies have indicated that they will continue to support the Magento 1 platform after its official end of life. This provides a welcome safety net for M1 merchants so they can stay on Magento 1 after June 2020.
However, it’s still important for Magento 1 merchants to future proof their store. This means updating as much as they can without having to replatform.
It’s also important to work with a hosting provider that provides a monitored and regularly updated web application firewall (WAF). A good WAF will prevent the majority of attacks from being able to reach your store.
Magento 2 is the faster, more performant CMS. Some developers estimate by around 20%. This is not only because it’s newer, but also because of the range of technologies it supports.
Some of the main performance boosting tech is caching technologies such as Varnish and NGINX. These allow for sites to store frequently used files to memory, allowing them to be delivered to customers faster. Considering that a 1 second delay in page load time can lead to a 7% reduction in conversions, caching plugins can easily give a popular Magento store an edge in terms of performance.
However, Magento 1 performance can still hold its own – especially when Varnish is enabled in conjunction with the Turpentine extension. Turpentine is a very-fast caching reverse-proxy. When first released, it saw significant performance improvements for Magento 1 sites. Turpentine is currently only compatible with Magento 1, so it’s also not something that can be activated on Magento 2 installs.
If you plan to stay on Magento 1, we recommend installing and using the Turpentine plugin as it will enable you to run a much faster store. Despite noticeable performance gains from Turpentine, your site’s code is still going to be one of the main factors in determining site performance.
Software and Extension Support
Until late last year, one of the main concerns for Magento 1 merchants was the lack of support for PHP versions beyond 5.6. This changed in September 2018 when Magento released an official M1 patch supporting up to PHP 7.2.
The main reason for this was that PHP 5.6 was deprecated in December 2018. With official M1 support still available until June 2020, it was important that the platform was still able to run on an up to date PHP version. Supporting only up to PHP 5.6 support would have meant merchants would have an increased vulnerability to PHP attacks.
This is one of the main benefits of replatforming to M2. Due to official support from Adobe and Magento, M2 will continue to support emerging technologies where M1 will rely on the community to build out this support.
A brief list of software Magento 2 supports that Magento 1 does not includes:
RequireJS / Knockout.js
PSR – 0 / 1 / 2 / 3 / 4
This level of software compatibility lends itself to a number of functionality improvements. By leveraging a more advanced tech stack, extensions are also able to offer more to merchants.
That being said, for those on M1 looking to replatform, compatibility can be a problem. While it’s true that more than 80% of the most popular M1 extensions have received updates, this doesn’t account for extensions customized for individual stores.
One of the big performance and functionality gains of Magento 2 was the addition of Ajax Add-To-Cart. In Magneto 1, when a product is added to the cart the page needs to reload. With Magento 2, cart updates can happen without the need for the page to reload. This has obvious UX and performance benefits.
Magento 2 takes this further and also offers improved checkout functionality by automatically recognizing inputted card types and users that are already registered by analyzing their email address. Again, this offers an improved user experience and for registered customers, it is up to 29% faster.
Finally, one of the big benefits of Magento 2 is dependency injection. This provides a solution to class files which are so large that it makes it hard to determine what their core functionality is. Dependency injection abstracts a class’s dependencies to make the process faster and easier.
If you’re looking for functionality, Magento 2 is the better option. As a newer platform with improved software and extension support, it’s going to offer a lot more than an M1 store. That being said, due to the nature of the platform, M1 developers are often able to implement solutions similar to M2’s functionality for you. If you don’t want to move but would like some of the functionality listed above, talk with your developer to see if they can help.
In terms of cost, there are three primary areas you’re going to have to invest in:
The largest of these expenses will probably be development. This can easily eat up your entire budget if you’re not careful, and leave you with little room for other essentials.
For many M1 merchants, this is the primary barrier to entry for replatforming. That being said, it’s always good to know the potential cost of replatforming. For some merchants with relatively simple stores, it may be a lot less than they think.
Hosting is also going to take up some of your budget. Depending on the size of your store, this can vary from $50 to thousands every month. We recommend working with a hosting provider that offers an optimized Magento environment. This will help improve performance, security, and scalability, even if you’re staying on M1.
The final cost you’re looking at is support. Many hosting providers offer this as standard. Development agencies also often provide continued support for your Magento site. Otherwise, support can cost a lot, especially in the case of serious vulnerabilities due to falling behind with updates. Check that your site has regular backups and that someone will be available if your store goes offline.
If You Decide to Stay on Magento 1…
If you’ve decided that staying on M1 sounds like the right choice, it’s still important for you to take steps to future proof your store.
Firstly, update as much as you can. That means bring your PHP version up to 7.2, bring your Magento version up to 1.9, and ensure that any extensions you have are also running the latest version.
It’s also going to be important to figure out where you’re going to get security updates from after June 2020. With official support disappearing, you’ll need access to a developer or agency that can help you to address security vulnerabilities as they are discovered.
In many cases, running a secure hosting environment with a well-configured Web Application Firewall can help to protect against threats by stopping dangerous traffic in its tracks. So it’s also important to host with a provider that keeps up to date with the latest threats to Magento sites.
In addition to keeping your site secure, these updates will also help increase site performance.
When Magento was first released, it provided an eCommerce platform that offered functionality not seen before. It still does, but as Magento stores have grown, their requirements have changed. The platform’s functionality now needs to be delivered to an increasingly large customer base, and in an increasingly performant way. For this reason, we’ve made sure that our Magento solutions are optimized to make the best use of the resources available to them.
You’ve probably heard the statistic that “a 1-second delay in page response can result in a 7% reduction in conversions.” This may be overused, but it provides vital insight into what eCommerce customers expect. A single second can be the difference between a Magento store that drives traffic and generates as much profit as possible, and one that falls flat.
“Magento is capable of supporting eCommerce stores of any size, but making the most of that power requires careful optimization.“
Since Magento’s creation, Hostdedi has worked to increase performance and optimize Magento environments. Our first guide, released in 2013, helped developers to create incredible, high-performance Magento stores. Stores which beat out the competition when it came to speed, efficiency, and responsiveness.
Our newest guide brings things into 2018 (now 2019), with everything from PHP optimizations, MySQL recommendations, and notes on how to implement Varnish and full-page caching effectively. Moreover, we’ve included all of this in a convenient 68-page book available for any Magento 2 developer who wants to know how to optimize a Magento 2 site.
What Has Changed With Magento 2?
From a technical perspective, Magento 2’s performance has improved since Magento 1; especially with regards to PHP utilization. Changes in how the application handles PHP threads has led to noticeable speed gains and better memory utilization.
Some of the reasons for this performance boost are that Magento 2 supports full-page caching, database improvements, native varnish, a modern code base, and has improved CLI tools.
Yet while the second version of the application originally brought the eCommerce platform in line with the increasing demands of a modern online marketplace, these demands continued to grow. Further performance optimizations have become essential to ensuring that eCommerce businesses are now able to keep pace with their competitors.
How Can I Optimize My Magento Store?
For a full list of Magento 2 optimizations, we highly recommend downloading The Definitive Guide to Optimizing Magento 2. We will cover only a few of the main environment optimizations here.
We’ve discovered several PHP optimizations for Magento 2. These are specifically designed around increasing performance and load times for users.
From a high-level perspective, we’ve managed to improve Magento PHP performance even further by turning out back on mod_php, and opting to use php_fpm instead. Php_fpm allows for the serving of seperate php processes to serve dynamic requests, so further performance tuning means improved responsiveness and a reduced memory footprint.
You’ll also find recommendations on php version usage in our guide. With our cloud solutions, it’s possible to set your php version as far back as 5.6. We don’t recommend this as using a newer php version, especially 7.0 or later, will lead to performance improvements and can dramatically reduce memory usage.
At last year’s Imagine, a third-party patch was needed to make Magento 1 compatible with PHP 7.0. As of September 2018, Magento released an official php 7.2 patch, which can be downloaded here.
Some of the PHP optimizations you’ll find in The Definitive Guide to Optimizing Magento 2 include:
A PHP runtime limitation of 600 seconds.
A script memory utilization limitation of 768MB
A POST data size limitation of 512MB
PHP Opcache Optimizations for Magento 2
Opcache is a PHP-caching extension able to improve performance by optimizing what static code is stored in shared memory. This can improve PHP performance dramatically by skipping the intensive compilation process and reading files directly from memory.
By default, however, Opcache is not optimized for Magento. Instead of performance gains, you’re more likely to see performance losses. After careful testing, we found several settings that could easily be optimized by configuring the opcache.ini in the php.d directory.
Some of the Opcache optimizations we recommend are:
Set opcache.memory_consumption to 512mb
Set opcache.max_accelerated_files to 65407
Set opcache.revalidate_freq to 4
MySQL Optimizations for Magento 2
For Magento 2 database optimization, we recommend implementing and optimizing MariaDB as a replacement in the MySQL section of your stack. MariaDB is fast and offers a simplified deployment over CentOS 7.
In general, MariaDB, by default, allocates too many resources to database processes. We’ve found that these numbers can easily be reduced while still providing improved performance.
Some of the MariaDB optimizations we’ve implemented include:
Single server environments to incorporate a 50% buffer size pool. For systems dedicated to MariaDB this should be increased up to 80%.
Set query cache size to 2% of your available memory, or 127MB.
A well-tuned stack means optimizing the technology that helps to deliver your Magento store. Simply enabling NGINX microcaching can double store performance with no additional modifications. For more information on the stack we offer, see our application stack page.
Enable Full-Page Caching
It was introduced with Magento 2 for a reason. Even if Redis is not available and you need to use local files for caching, full-page caching will pull load away from the PHP interpreter and MySQL, increasing site speed.
Run Modern PHP
With the official update for Magento 1, there is now no excuse to not upgrade to PHP 7.0 or later. If you’re unsure on how it will affect your store, try using a dev site to test and develop safely.
Hostdedi Cloud as Changing the Magento Environment
One of the biggest changes the Hostdedi Cloud has brought to Magento 2 stores is the inclusion of Hostdedi Cloud Auto Scaling. Auto Scaling is a feature which allows for your cloud account to scale the number of concurrent users automatically, whenever your Magento store picks up traffic spikes.
For instance, if you run a sales event which results in your store receiving double the number of guests it normally does, Hostdedi Cloud Auto Scaling will allow your store’s concurrent user capacity to increase. This means no rejected page loads and no loss of potential income.
Magento Imagine is less than a week away. Kicking off May 13th, this year promises to be a big one, with merchants exploring how to “Expand the Experience”.
And NexcessLive is back for another incredible party and the chance to talk with merchants about how we can help them to optimize the eCommerce experience.
If you haven’t already, keep reading to see what we’re going to be doing to keep the party going outside of the Wynn, and see if scheduling a time to talk is right for you.
The NexcessLive Party – May 13th
The Hostdedi Live Party is a chance for you to let loose and channel your inner golfer – regardless of how well you can actually golf.
Taking place at Topgolf Las Vegas, from 7:30 pm – 10:30 pm, enjoy complimentary drinks, hors-d’oeuvres, and take the chance to go club to club against the Hostdedi team. If golfing isn’t your thing, don’t worry. We’ll have a pro on standby to help you learn, or you can just enjoy the ambiance of the cabanas.
Transportation will be provided from the Wynn at 7:00 pm and then back from Topgolf at 10:30 pm. All guests will also receive a bonus golf-themed gift set, with more than a few luxury surprises.
This year, we’re invited BigCommerce along, who will be providing a number of prizes. This includes:
A Nintendo Switch
A Moleskin Eclipse + Set
A GPS Golf Smart Watch
An Oculus VR set
Interested in getting your hands on one of them? Three will be raffled off and one will be offered to the winner of our golf-themed competition.
Reserve your spot on the guest list today. Places are limited.
The Suites Meetings – May 14th
Besides being a great chance to get off your feet during conference hours, the Suites Meetings let merchants demo new Hostdedi innovations and see how we can help you to realize the promise of Magento.
Interested in scheduling a time? Click here and let us know what works for you.
Make the Most of Vegas
You might be in Vegas for one of the biggest eCommerce conferences of the year, but don’t spend all your time with Hostdedi. Make the most of your time in Vegas by exploring a little. Swing by the casinos, view some of the city’s unique and interesting shows, and soak in the atmosphere of one of the world’s most luxurious cities.
Magento is still one of the best eCommerce platforms available for merchants looking to optimize the eCommerce experience. Between incredible functionality and unrivaled product management, it provides the ability to create storefronts that can’t be created in other, comparable applications.
In 2018, we found that the top reason merchants chose Magento was functionality. Yet great functionality requires a lot of server resources. As a result, Magento is a known resource hog.
Luckily, with over 10 years of experience supporting Magento stores, we understand the application’s complex performance requirements. In fact, we even wrote the book on the subject. For this reason, merchants continue to choose Hostdedi for reliability, security, and performance.
Interested in learning more about how we create Magento environments you can’t find anywhere else? This article looks at four of our optimizations and how they make your store faster with Hostdedi.
PHP code lies at the foundation of Magento, and there are multiple ways that a web server can be configured to execute that code. Even minor changes to default configurations can lead to significant Magento performance improvements.
Usually, when you install PHP support on a web server, an apache module called mod_php is set up. This module offers a simple set of configurations that will provide a Magento installation with the type of performance you’ll see with any web host.
We don’t accept the default mod_php file configurations. Instead, we use PHP FastCGI Process Manager, commonly known as php-fpm, on our servers.
PHP-FPM allows Magento sites to make use of memory and CPU resources more efficiently than its mod_php counterpart. This helps Magento sites to better manage content and serve websites faster.
In additional, we optimize the mod_php setup so it makes the best use of memory and CPU resources. Usually, a mod_php setup is also configured so that each Apache httpd process also contains a copy of the PHP interpreter. This inevitably means a larger memory footprint – even for Apache threads serving requests for static assets.
Under our configuration there are separate PHP processes to serve dynamic requests so the web server can serve only requests for static assets. This also allows us to tune settings related to how these processes behave to improve responsiveness or reduce memory footprint.
A Fine-Tuned OPcache
PHP is an interpreted programming language. This means that when PHP code is executed it must be parsed by an interpreter. This interpreter organizes the code into an internal representation that can then be executed by the PHP runtime.
Parsing must take place within the interpreter before the code can even begin to run. Usually, parsing repeats every time a request is made. That means that every time someone visits a new page on your site, the parser kicks in.
This is where OPcache can help. OPcache helps by saving the internal representation of the code so it doesn’t need to be parsed for each request. For an application like Magento, which has tens of thousands of PHP files, this translates into a significant performance improvement.
As part of our strategy for optimizing performance for Magento, we’ve tuned the settings for OPcache to support a large number of compiled files. This translates to less time spent parsing PHP code and more time spent running useful code that helps customers access your Magento store.
NGINX-Based Cloud Accelerator
By implementing built in microcaching using NGINX, static assets can be stored and served directly from memory for a short period of time. This is particularly useful for highly trafficked stores that have a selection of very popular products, with NGINX meaning that each visitor page load is faster and uses less server resources.
Nginx also provides HTTP/2 protocol support, which allows for optimizations such as server push, where a web server or web application can tell a browser to download additional assets in response to a request.
Traditionally a browser would not start downloading additional assets until it encountered them during a page load. Server push means a browser can be told to download static and other assets immediately.
Automatic Processing Priority
All multi-tasking operating systems have a mechanism called a CPU scheduler. This component determines which tasks are allowed to use the CPU at a given time and to what extent. On Linux, this is done by assigning a “niceness” value to a process. The value is called this because it determines how “nice” the process is, or how big a share of CPU resources that process will get. The idea is that nicer processes use less CPU resources.
Hostdedi has created a system that automatically changes the niceness value of running processes so that web critical processes (NGINX, apache httpd, php, mysql, etc) get CPU priority over less critical tasks. (compressing files, backups, etc).
Additionally, we run most maintenance tasks with a low CPU priority. This helps ensure that your website responds quickly even when administrative or scheduled tasks are running.
Get Started With Optimized Magento
Magento optimization starts on the server and finishes in the application. Server optimizations can help to provide merchants with a solid foundation for creating the Magento experience they want, but the development process is still vital.
We always recommend testing new code and implementations on a dev site before you push to your production site. Dev sites allow Magento merchants and developers to test speed and performance in a secure environment.
Interested in learning more about how we help merchants to optimize the eCommerce experience? Visit our Magento hosting page to see what features come with a Magento install.
When it comes to selecting the right eCommerce platform, merchants have a lot to consider: Store size and number of products, payment and shipping options, and how they want the store to actually work.
At the center of these questions is an answer to which platform will do everything you want, while still being cost effective and providing the customer experience you’re looking for? Two of the main contenders are Magento and Shopify.
While both are able to create unique eCommerce stores, they differ significantly in almost all areas. As we’ll look at in more detail, Magento and Shopify have two different target audiences. Magento is aimed at larger, enterprise businesses, while Shopify is designed around small businesses looking for simple site creation.
We’ll explore several different areas and ask which platform is best for merchants in what ways. This article will try to answer:
When it comes to numbers, Magento and Shopify couldn’t be more different.
In terms of number of sites, Shopify boasts over 880,000, which dwarfs the 245,000 Magento sites currently live.
Yet if we take a look at the percentage of those sites that have made it into the top 1m and top 10k sites, we begin to see a different picture.
According to BuiltWith, 6.2% of Magento sites are featured within the top 1m sites globally, compared with just 2.51% being sites that operate on Shopify. This trend continues into the top 10k sites, with 0.07% of Magento stores featured, compared with just 0.05% of Shopify sites.
This suggests that Magento is more likely to support enterprise level stores that are able to better hone in on personalized customer experiences.
As we will dive into later in this article, Magento is known for its incredible functionality and ability to customize the eCommerce experience. So it’s no surprise that larger online stores lean towards using it.
* Requires a hosting solution, which normally starts at around $29 per month.
Magento vs Shopify: Pros and Cons
Magneto offers incredible functionality compared to almost any other eCommerce platform out there. This makes it one of the most versatile options for merchants looking to create personalized customer experiences, especially if they have a developer team behind them.
Advanced Shopping Cart Options
Shopping cart customization can make all the difference in terms of real ROI. As one of the most vital stages of a customer’s journey, the right options during purchase can be the difference between clicking cross and clicking buy.
Magento has almost twice the number of extensions as Shopify. And it’s not just quantity either. Magento extensions stay true to the platform’s reputation for flexibility by providing more in terms of functionality.
An asset that is not talked about enough. Magento’s community provides the eCommerce web application with a lot of support that other non-open-source applications don’t receive.
Difficult for Beginners
Magento was not designed for those looking to take their first steps into eCommerce. While there is a page builder in the works for open source, you still very much need either coding knowledge or a developer to get started.
While open source itself is free, hosting is not. This can cost many hundreds of dollars if you’re a large store. It can cost you more than the Shopify equivalent, but we would argue that you get more for your money by self hosting.
Ease of Use
Shopify is designed to be a simple eCommerce platform that provides owners with an easy way to get started selling quickly. Pages can be easily customized, as can products. While this customization is nowhere near Magento’s, it’s enough to get started.
Shopify has several free themes available to get started with. They require no coding, are responsive, and look modern.
Shopify is all managed through a single point of contact. Instead of having to manage your store on multiple fronts, you’re able to access and do everything in one place.
Once you’ve gone through all the additions you’ll have to add to your Magento budget, Shopify is often the more inexpensive option.
Transaction fee per sale
Each time you sell a product, you pay Shopify. With the basic plan, this starts from 2.9% + 30¢ per sale. If you use an external payment gateway, you can add an additional 2%. Learn more about Shopify’s transaction fees.
As we’ll explore in this article, Shopify just can’t compete with Magento in terms of functionality.
Designs and Themes
In terms of design, both Magento and Shopify hold their own. From the get-go, Shopify does offer a better experience for beginners. The stock themes available come in both free and paid flavours, and provide a classy, modern look.
Shopify’s themes can also be tweaked to line up with your brand image. These tweaks can include, but are not limited to:
Changing color schemes throughout the site
Applying custom images to products and pages
Changing how newsletter signups work
Editing the action bar and navigation text
Mobile responsiveness is now more vital than ever. 79% of mobile users made a purchase with their mobile in 2018. For merchants, this means it’s important that their site looks good and offers a great user experience on mobile.
Both Magento and Shopify offer responsive templates by default. However, if you’re willing and able to develop your own eCommerce store, Magento really shines.
Creating your own theme in Magento can be a long process that requires coding knowledge. However, the rewards are multitude. A customized Magento build allows you to create a storefront unlike anything offered in Shopify.
Cross-selling and up-selling blocks throughout your site
Expanded footer functionality including newsletter sign-ups
Advanced cart and payment integration
Which platform is better really depends on what you want to do with it and your experience level. Shopify is great for beginners, but Magento offers more experienced users a wealth of design and theme options you just won’t find in simpler eCommerce applications.
Ease of use
Straight out of the gate, Shopify takes the lead. Known for its ease of use and ability to create simple, easy to navigate online stores. It, without a doubt, is the easier application for merchants.
Shopify also features an easy to use drag and drop interface. This is something you won’t find in Magento and makes creating new pages much easier.
Shopify makes store creation simple with an easy to navigate admin interface.
However, with that simplicity comes a lack of versatility. Versatility that can be found and taken advantage of with Magento.
Besides offering a host of built-in customizations and functionalities, Magento also offers an extension marketplace with over 4,700 extensions available to download and add to your store.
Additionally, Magento’s recent acquisition by Adobe has already led to other added functionality and integrations for the eCommerce application. Integrations that Shopify simply can’t compete with for enterprise level clients.
If you’re looking for ease of use, Shopify is the way to go. However, if you’re willing to put in the time and energy needed to learn and adapt a Magento store’s customer experience, Magento is the application you should stay behind.
Magento is known as an eCommerce powerhouse. Between built-in functionality and add-on extensions, it stands as one of the most adaptable eCommerce platforms available.
Yet Shopify does offer enough functionality for small and medium businesses to grow. The eCommerce application makes it easy to do a lot of things without having to code even a single line.
Inserting custom images to create a personalized experience
Adding products and SKUs to your store
Setting up optimized payment options
Customizing the customer experience and the look and feel of your store
However, as you start to require more advanced functionality, your monthly premium will increase. You’ll have to pay more than $29 a month if you want to use gift cards, build professional reports, and implement advanced shipping options.
Magento, on the other hand, is engineered to allow merchants full control of the customer experience by default. This means creating and selling fully customizable products and managing them across multiple stores (if needed).
One of Magento’s greatest strengths benefits international merchants. Magento offers 148 payment processors, many of which come with support for different countries and languages. 60% of overseas, online consumers rarely buy from English-only websites. So being able to offer that international, multilingual experience is vital if you want to target this group.
Shopify does offer a limited number of translation apps, but they don’t provide the complete experience like Magento can.
Magento wins here. But we knew that before we even started.
Apps and Extensions
Once you’ve got your store up and running, you may find that some functions and features you want are missing. Advanced checkout, improved search, and expanded payment options, as a few examples.
Both applications have an answer to this, and it comes in the form of 1-click add-ons that can be purchased (in some cases), downloaded, and installed. Shopify call these Apps, Magento calls them Extensions.
Delving into the options available to merchants, it’s easy to see why Magento’s marketplace is praised, where Shopify’s app store is seen as more of a useful addition.
The first thing you might notice is the difference in the number of extensions made available for each. The Magento marketplace offers over 4,700 extensions, almost double Shopify’s 2,500. And it’s not just the quantity of add-ons that make Magento so much more versatile, it’s the quality as well.
Shopify apps allow users to:
Integrate their store with social and shopping channels
Add additional shipping options
Make basic edits to SEO important data
Magento extensions make it possible to:
Add advanced pre-order functionality
Draw insightful analytics into how well a product is doing
Integrate marketing and analytics software into the eCommerce platform
Leverage powerful advertising tools both internally and externally.
A comparison of some of the more popular add-ons for each, shows that Magento truly is aimed towards delivering a custom user experience and that its extension marketplace only aids in doing so.
Amasty Improved Layered Navigation
Amasty Customer Attributes
Aheadworks Ajax Cart Pro
Point of Sale
Aheadworks Add Free Product to Cart
Magento extensions can be found on the Magento marketplace.
Unfortunately, Magento’s extensions (in general) are costly compared with Shopify’s apps. Moreover, Shopify offers a lot more in terms of free add-ons.
Magento is the clear winner here. Despite costing more, the extensions available add more in-depth functionality and there’s a much larger range.
Both eCommerce platforms allow for an unlimited number of products. They also both allow for you to integrate shipping and fulfilment extensions into your store so that inventory management is easy.
However, the larger your store becomes with Magento, the more likely you are to run into performance problems if you don’t upgrade your hosting account. Shopify has similar problems. However, because your store will be hosted by Shopify themselves, they will encourage you to upgrade your account before you start to experience slowdowns.
With Magento, we recommend finding a Magento-optimized hosting provider, as they will provide you with a fully managed service, similar to Shopify. In some cases, you may even find that your store is faster and more reliable than its shopify counterpart.
Shopify still wins this round, simply because it’s easier to manage performance and inventory through one point of contact, instead of having to get in touch with a developer, hosting provider, and the Magento community.
Magento is a known resource hog, requiring a serious hosting environment to back it up. It’s common knowledge that a merchant’s hosting infrastructure can start to feel the strain as more product SKUs are added. Backed by over a decade of experience, we offer an optimized Magento solution that uses caching to improve the performance of Magento stores. Many of those optimizations you won’t find elsewhere.
Shopify, on the other hand, is a lightweight application. As a result, it runs quickly in most environments, and can hold a larger number of product SKUs on the same hardware that will only run a smaller Magento store.
However, Shopify doesn’t have the same level of functionality as Magento. Personalized shopping experiences with Shopify can be as much as occasional product recommendations and cross-selling.
The reason Magento is such as resource hog is because of everything going on behind the scenes. True personalization of the commerce experience with cross-selling, up-selling, customized shopping cart experiences, and more.
And Magento will run smoothly if the server is configured properly. In 2018, we saw 64% of our hosting solutions run Magento. When asked why they chose us for Magento, merchants cited uptime and functionality as the two main factors at play. Indicating that performance did have a part to play.
Magento scrapes by as the winner here. While Shopify requires less optimization, Magento reigns champion due to the added functionality that comes with it. Moreover, with customized customer experiences, it’s almost certain a Magento store will perform better in terms of ROI.
Both Magento and shopify are strong SEO contenders. In some research, Shopify comes out on top with an SEO score of 98, compared with Magento’s 95.
However, while Shopify is better from an absolute beginner perspective, those with some SEO knowledge will be able to get more out of a Magento installation. The primary reason for this is the extensions available and the ability to truly conform to coding best practices.
Magento doesn’t just let you edit metadata, it also allows you to make vital product and on-page customizations that can provide you with an SEO boost you won’t find in a SaaS product. Additionally, if you’re looking to start working in SEO longtail, adding a WordPress blog to your Magento store is a relatively simple process.
We’re setting Magento as the winner here, due in large part to the added customization options available for users and the ability to customize the SEO process manually.
Security should be at the top of your list. According to the State of Hosting, 61% of shoppers will not purchase from a site that is missing a trust seal such as an SSL certificate.
With changes to the way Google handles security, sites that lack an SSL certificate will now be subject to unsecured site warnings before shoppers can proceed. 98% of shoppers will not proceed past these warnings.
While Shopify manages the integration of an SSL certificate, Magento requires you to purchase and install one separately. This process can be managed for you by a managed hosting provider, but you’ll need to find one first.
In terms of updates and patches, Shopify manages them for you. Magento requires you to do this manually. While Magento’s method requires more time investment from the merchant or developer team, it also provides more flexibility. This is, in large part, due to the incredible community behind Magento.
Magento frequently releases dedicated security patches that are the result of constant testing and development by a community of developers well-versed in the requirements of eCommerce stores.
Shopify, on the other hand, is only managed by in-house talent. This makes for a much smaller pool of resources working on creating and deploying fixes for security problems. While there is a Shopify bounty program that rewards users who find vulnerabilities, the fixes themselves are internal.
Finally, in order for merchants to process credit card data, it’s important for them to be PCI compliant. Shopify, again, manages this internally. However, once again, finding the right Magento hosting provider will make managing PCI compliance just as easy.
Magento is the winner here. While it’s true that Shopify makes security easier, Magento community support can’t be matched. Moreover, by searching for and finding the right hosting provider, managing security with Magento can be just as easy while still providing flexibility you won’t find with a SaaS platform.
A quick look at the pricing for each eCommerce platform makes it seem as though Magento is the cheaper option. However, while Magento open source itself is free, there are numerous hidden costs.
As a Magento merchant, you have to consider hosting costs, security costs (such as SSLs), and developer fees. Developer fees can be the largest, with some Magento stores costing several thousand dollars in terms of development.
If you’re looking for a cheaper option, Shopify is the better choice. It’s also a lot more predictable, with a clear, monthly payment in addition to a transaction fee per sale.
Magento vs Shopify: The Winner
So when it comes down to it, which is better: Magento or Shopify?
We’ve come to the conclusion that it really depends on what you’re looking for. Magento is better for those looking to create personalized customer journeys that visitors won’t find anywhere else. Shopify is good for merchants looking to create an eCommerce site with little coding or technical experience behind it.
If you do have either the technical experience or a team of developers, we highly recommend Magento. With functionality you just can’t find anywhere else, and an open source version driven by an incredible community, it’s hard to beat.
If, however, you don’t have the time or money to invest in creating these unique experiences, Shopify is going to leave you with a better storefront that serves customers that information they need.