Magento Enterprise Edition (EE) is an excellent ecommerce platform for enterprise-class businesses that need intuitive, scalable, feature-rich shopping cart software. Unlike Magento Go, Magento’s platform for small and midsize businesses, Magento Enterprise requires you to invest a reasonable level of programming and web development skills to get the most from your online store. This includes taking an in-depth approach to Magento Enterprise SEO strategies.
If you have used Enterprise Edition in the past, you will find several changes regarding the platform’s SEO features. In September 2013, multiple changes were made to Magento Enterprise SEO features to enhance search engine results and help simplify the SEO process for users. Before you purchase Enterprise Edition and start optimizing it, it’s helpful to be aware of the following Magento Enterprise SEO features that were added to Magento EE 188.8.131.52.
Product URL Keys Must Be Unique
Product URL keys must be globally unique in terms of websites, stores, and views. Forbidding products from having the same URL means that each URL leads to a unique product page and prevents multiple suffixes from being added to identical URLs, which decreases the search engine weighting of the canonical URL. Using a single URL for multiple products may speed up the creation of product listings, but it eradicates the SEO value of canonical search listings.
No Chained Redirects
When products have a duplicate URL, search engines automatically address suffixes to the different URLs to distinguish them. By requiring product URL keys to be globally unique, Magento EE eliminates chained redirects that decrease the weighting of canonical URLs. The absence of duplicate URLs prevents the addition of suffixes and improves each product’s weight in search results. Instead of being divided, all of the weight goes to the canonical URL.
Instead of using a global indexer to index URL redirects, categories, and products, Enterprise Edition now uses a per entity indexer that indexes the elements on a customized basis. The use of per entity indexing prevents the indexer from automatically assigning a suffix to each category or product. Because these suffixes were previously assigned without the user’s knowledge, it made keeping track of the elements confusing. Per-entity indexing eliminates the problem.
Additional Magento SEO Enterprise changes that complement the ones above are: the elimination of full reindexing (except in rare situations), the majority of indexing processes now run to update products, categories, URL redirects, etc., and the web store remains open while reindexing is in progress. These changes are designed to make Enterprise Edition’s indexing feature easier to use and help those who don’t have experience with the indexing function.
Help With Enterprise Edition SEO
If you aren’t an SEO pro and you need help optimizing Magento Enterprise SEO, Magento recommends investing in its specially designed SEO Suite Enterprise. This software extension will cost you $399, but it’s packed with SEO resources that assist with URL optimization, HTML header optimization, Google XML sitemap optimization, frontend sitemap optimization, SEO reports, product dynamic templates, product URL key templates, and much more.
However, even SEO Suite Enterprise requires you to possess more than a working knowledge of SEO. This is why Magento has third party SEO partners such as Coalition Technologies that help customers get the most from their store. As a Magento Enterprise and Community Edition partner, we will help you use Magento’s SEO tools like a pro to get the best search engine results. For more information, call us at (310) 827-3890, or click here to use our contact form.