SEO
Search engines, such as Google, are one of the most important channels for customers to reach the store. Using search engine optimization (SEO) to improve page ranking can result in increased traffic and revenue. The SEO functionality improves online search page ranking for the store. The search page ranking is improved by allowing users to create shorter SEO-friendly URLs with meaningful keywords. This version includes enhanced Management Center tools that business users can use to influence page ranking. Users can influence page ranking by changing the URL and metadata information, using an improved Sitemap generator that indexes all the SEO-friendly URLs, and 301 URL redirect rules. Search engine optimization for WebSphere Commerce provides the following functionality:
- Creating simple, static URLs for store pages that shoppers and search robots can easily understand
- Optimizing page metadata to improve search engine page rank
- Creating 301 URL redirection when a web page is moved
- Generating site maps to submit to search engine providers
Simplifying URLs
Use the following methods to simplify store URLs.
- The standard context root of the store URL is long and contains identifiers that are irrelevant to shoppers. Shortening the length of the context root to a single word such as store or shop shortens the URL:
Shortening the context root
Context root URL Full http://hostname/wcs/shop/Product2_10001_10001_10029_-1_10007_10001_10001_ProductDisplayErrorView Short http://hostname/shop/Product2_10001_10001_10029_-1_10007_10001_10001_ProductDisplayErrorView - Use keywords for categories and products to create a URL that is easy for shoppers and search robots to read and understand:
Use keywords for categories and products
Original URL: URL with full context root and old query string http://hostname/shop/Product2_10001_10001_10029_-1_10007_10001_10001_ProductDisplayErrorView Rewritten URL: Final SEO-friendly URL with shortened context root and shorter, easier to understand keyword-based ending http://hostname/shop/side-tables/two-drawer-side-table
For more information about SEO-friendly URL construction, see SEO-friendly URL construction overview.
Optimizing page metadata to improve search engine indexing
Search engines use the page title and meta description of a page to influence search results. Indexing allows a shopper to use a search engine to search for a red leather couch, and view search results with links to red leather couches for sale. The SEO feature creates unique information for title and meta description tags for each web page to describe the product or page contents. Every product in a store is assigned unique metadata to ensure that the product is found by a search engine. The title tag indicates to users and search engines the topic of a particular page, which displays in the first line of a search result. The meta description tag of a page provides search engines with a summary of the page contents, which appear on search engine results pages.See Search engine optimization (SEO) title and meta description (TMD) data for store web pages.
Creating 301 URL redirects for moved store pages
If a URL is changed by either WebSphere Commerce or a business user, a 301 redirect is automatically generated between the old URL and the new URL.For more information about URL redirects, see URL redirects for SEO Overview.
Generating site maps to submit to search engine providers
A site map is a full list of all the pages in the store. This site map is submitted to search engines so that they know what to crawl and index. The Sitemap Generator is enhanced to index the new friendly website addresses and search landing pages.For more information about site maps, see WebSphere Commerce integration with sitemaps.
Limitations of Search Engine Optimization
- Search engine optimization is not supported for use with content versioning.
- Constructing SEO-friendly URLs by using pattern files
Pattern files are used in the construction and deconstruction of SEO-friendly URLs. Because each page type requires the construction of different data, a pattern file contains a URL template. For example, there are pattern files for the Category page, Contact Us page, and Product page.- Use new languages with SEO-friendly URLs
The default token for the language usage is LanguageToken. Because the keywords for the language token are taken from the language registry, you do not have to define them.- SEO-friendly URL deconstruction overview
When a shopper clicks on a link for a page in the store, they see an SEO-friendly URL. WebSphere Commerce can process the embedded category, store name, language, and product information only if this SEO-friendly URL is translated to the standard URL format. To translate the SEO-friendly URL to the standard URL, use the SEOURL, SEOURLKEYWORD and SEOTOKENUSGTYPE) and a URL pattern definition file.- SEO-friendly URL construction overview
To avoid hardcoded SEO-friendly URLs in the storefront pages, the WebSphere Commerce Search Engine Optimization (SEO) feature provides a wcf:url tag that constructs SEO-friendly URLs using the SEO pattern files and tables.- Creating descriptive storefront URLs when duplicate keywords exist
We can use the Data Load utility, seourlkeywordgen utility, or canonical URLs to create descriptive URLs that avoid unwanted characters in your URLs when duplicate keywords exist.- Search engine optimization (SEO) title and meta description (TMD) data for store web pages
Title and metadata information is valuable for allowing the store's pages to stand out on the internet. With the search engine optimization (SEO) feature each web page in the store is provided with unique content to improve its ranking in search results.- URL redirects for SEO Overview
Part of the search engine optimization (SEO) solution includes 301 redirection. If a URL is changed either by WebSphere Commerce or a business user, a redirect is automatically generated between the original URL and the new URL.- Retrieving SEO substitution parameters for populating the Management Center UI
A substitution parameter is SEO-generated content consisting of the desktop URL keyword, page title, meta description and image alt text. After a product is created, saved and Management Center is refreshed, the substitution parameters for the product will appear in the Search Engine Optimization tab on the product page.- Customizing the SEO component configuration properties
Some search engine optimization (SEO) components have customizable configuration properties. These configurable properties control certain component features.- SEO with Rich Snippets
Search engines help users find relevant results by showing a summary of content from web pages that match the search query. The summary of content is called search result snippets. To help users understand the content your web page provides and to improve SEO, we can implement rich snippets to highlight important content from your web page to display in the search result snippet.- Tips for improving Search Engine Optimization (SEO) with WebSphere Commerce
This guide summarizes the tips for improving SEO with WebSphere Commerce. It helps you better understand the features available to improve SEO.- Shortening the context root of a store URL
Shortening the context root of a store's URL makes it easier for shoppers to remember a link and also improves visibility in search engine results.
Related concepts
Constructing SEO-friendly URLs by using pattern files
SEO-friendly URL deconstruction overview
SEO-friendly URL construction overview
Search engine optimization (SEO) title and meta description (TMD) data for store web pages
URL redirects for SEO Overview
Related tasks
Improving search results on the site
Changing the SEO properties for categories and catalog entries
Task flow: Redirecting legacy URLs to SEO-friendly URLs
Related reference
Substitution parameters for Search Engine Optimization (SEO)
Customizing the SEO component configuration properties
Retrieving SEO substitution parameters for populating the Management Center UI
Creating descriptive storefront URLs when duplicate keywords exist