If you haven’t already seen Part 1 of The Ultimate Guide to Magento SEO, then we would recommend starting there, as it gives you a great starting point for what Magento can do out of the box.
External Magento SEO Services
If you’re using Magento Community Edition 1.9 or Magento Enterprise Edition 1.14 and above then you have access to use Google’s Universal Analytics. This can be accessed by adding your account number to the following admin config:
System -> Configuration -> Sales -> Google API -> Google Analytics
Make sure to select ‘Universal Analytics’ under type to get access to all the latest features available through this new platform.
With Universal Analytics you get access to a few new features in your Google Analytics on top of the traditional traffic metrics.
- Demographics Data
- Custom Dimensions
- Custom Metrics
- Multiplatform Tracking (UID Tracking)
- Import from offline sources
- Enhanced Ecommerce
Look for future blogs that will cover making the most out of your Universal Analytics with Magento.
Google Tag Manager
Google Tag Manager allows your marketing teams to be more active and reactive, with the ability to launch Google and 3rd party tags in a safe and collaborative way. Using Google Tag Manager gives you control to actually test, version, publish and rollback changes to marketing tags almost instantly.
We previously discussed using Google’s Universal Analytics, and how to set that up directly in Magento. When running Google Tag Manager, all your analytics, remarketing and other marketing tags should all be setup through GTM.
This is particularly important when you’re running multiple tags, as these can drastically slow down your page load time. GTM uses Asyncronous and advanced caching to avoid drastic impacts to page load.
Optimizely is one of the most well-known A/B/n variant testing systems available to marketers. It’s extremely good for ecommerce multivariant testing, and gives you clear answers to questions before you invest development time in making those changes.
Simple things in Ecommerce can have drastic effects on customers Ecommerce Conversion Rate, and even their bounce rate. For example, testing different banner messages on landing pages, adding more trust factors to a checkout process, and even changing buttons can drastically effect SEO metrics.
New Relic is a fantastic set of tools for application performance monitoring. We’ve mentioned throughout how important the speed of your website is to conversion and SEO, and New Relic helps achieve this.
The offering from New Relic is broken down into a few discrete services; APM, Browser, Synthetics, Infrastructure and Insights. Within each of these areas it gives you rich information regarding your website performance. We’ll take a brief look at two of these services that will help influence your SEO investment.
New Relic Browser
New Relic Browser collects extreamly detailed information from Real User Monitoring (RUM tests), meaning that you get lots of real world data to help diagnose speed and performance issues.
New Relic APM
New Relic APM stands for Application Performance Monitoring, and is responsible for insights into your actual website code as it is running. With this you can see specific pages (transactions) that are the most time consuming, and optimise your website performance based on this.
With the help of New Relic APM, we’ve managed to reduce page load times drastically, by diagnosing slow database queries, additional code being uses/rendered as well as server configuration issues. All of these were having drastic effects on the customer experience on the frontend, but there was no way of diagnosing.