Grow your Magento store: going multilingual and setting up a marketplace

Grow your Magento store:
going multilingual and setting
up a marketplace
April 24th, 2014 – online marketing session for Magento business owners

About Magecom
• Custom Magento development and design
(including responsive design)
• Magento websites setup
(site deployment, setting up theme, stores,
languages, payments, shipping setup, integration
of necessary extensions)
• Magento development services for digital
agencies and codehouses around the
globe
2008
Year Founded
• Magento performance tuning
• Migration from other ecommerce platforms
to Magento
• Integration with fulfillment companies,
suppliers, dropshipping services
• Complex Magento solutions
(extensions, non-standard functionality, B2B
stores, auctions, marketplaces)
Services:
500+
web sites
200+
ecommerce projects
100+
Magento projects
Magecom creates high quality e-commerce solutions on Magento platform
30+
experts
Feel free to find out more at www.magecom.net

Speaker
Lena Ruchko
Promodo
GA certified individual and enthusiastic
online marketer, who possesses
experience in SEO, content marketing
and social media. She is passionate
about everything connected with
internet marketing and thinks it is a key
element of company’s success these
days.

Speaker
Olga Okhrimenko
Magecom
Olga is a Project Manager at Magecom
company with 5 years experience
specializing in e-commerce websites
built on Magento platform.

Deadly sins of multilingual
Magento SEO

Mistake # 1: Serving translations without
changing the URLs
Bad implementation:
example.com/en/womens-slip-resistant shoes/ example.com/fr/womens-slip-resistant shoes/

Mistake # 1: Serving translations without
changing the URLs
Good implementation:
example.com/en/womens-slip-resistant shoes/ example.com/fr/ chaussures-antiderapantes-pour
femmes/

Mistake # 2: absence or poor
implementation of rel=”alternate”
hreflang=”x”
Hreflang does not:
-guarantee the same rankings on
other language version of Google
-fix duplicate content issue
Hreflang helps:
- Google serve the correct
language or regional URL of your
store to the user
Annotations rel=”alternate” hreflang=”x” are recommended to be used by sites that have
content translated or targeted to different users from different regions

Correct implementation of hreflang:
Case #1: different language for different
countries
http://es.example.com/ http://us.example.com/
How to indicate to Google that the Spanish URL is the Spanish-language
equivalent of the English page and vice versa?
In the page code of http://us.example.com/ in <head> section and
in the page code of http://es.example.com/ in <head> section add the
following:
<link rel="alternate" hreflang="es" href="http://es.example.com/" />
<link rel="alternate" hreflang="en" href="http://us.example.com/" />
The same should be done for all other pages of all language versions

Correct implementation of hreflang:
Case #2: one language for different
countries
Example: product page with black jacket, the page is available in English
for searchers from Australia, England and Canada
<link rel="alternate" hreflang="en-uk"
href="http://example.co.uk/en/women/black-jacket/" />
<link rel="alternate" hreflang="en-au"
href="http://au.example.com/en/women/black-jacket/" />
<link rel="alternate" hreflang="en-ca"
href="http://ca.example.com/en/women/black-jacket/" />

Implementation of hreflang:
Pitfall #1:
Each page needs to have rel=”alternate” reference to all translations
including itself.
Pitfall #2:
You should refer to the language equivalent of the exact page, not of the
root domain.
If your site provides content in French, English, and Spanish, the Spanish version must
include a rel="alternate" hreflang="x" link for itself in addition to links to the French
and English versions.
Bad implementation: Good implementation:
de.example.com/product-name-in-
german.html alternates to es.example.com
de.example.com/product-name-in-german.html
alternates to es.example.com/product-name-in-
spanish.html

Mistake # 3: autoredirecting user to a
certain language version
“Avoid automatic redirection based on the user’s perceived language. These
redirections could prevent users (and search engines) from viewing all the
versions of your site.”
Some sites set automatic redirection of users to the specific language version based on
the user’s IP address or other information.
Google officially recommends avoid this situation:

Mistake # 4: Mixing rel=”alternate” and
rel=”canonical”
example.com/en/product-name-in-english/
rel=”canonical” shouldn’t be used to refer to the translated versions of the site.
Bad implementation:
example.com/fr/product-name-in-french/
rel=”canonical
”

Mistake # 4: Mixing rel=”alternate” and
rel=”canonical”
example.com/en/women/slip-resistant-shoes/
Good implementation:
example.com/en/outdoors/slip-resistant-shoes/
rel=”canonical
”

Structure and on-site factors that
influence rankings

Key on-site factors that influence
rankings:
Page title optimized for keywords
Headings H1 H2 containing keywords
Page content optimized for keywords

One of the most dangerous factors that
hurt rankings is duplicate content:
Page title
Page description
Text on the page
Typically, duplicates occur in:
Check
duplicates in
Webmaster
Tools
Paste a piece of
content with
exact match into
Google search
bar

Most common Magento on-page SEO
mistakes
Setting default description for the page:
To disable default description go to: System–>Configuration–>Design–>HTML Head–
>Default description
Leave this field blank or otherwise your store will generate a lot of
duplicates - all pages where no meta description is written will have
the same description.
Not turning on rel=canonical
Categories and product pages often have duplicates. To save your
site from harm, make sure to turn on canonicals for categories and
product pages.
To turn on canonical go to: System–>Configuration–>Catalog–>Search Engine
Optimizations„Use Canonical Link Meta Tag For Categories“ and „Use Canonical Link
Meta Tag For Products“

Most common Magento on-page SEO
mistakes
Not changing home page title:
To change default title of the homepage go to: System–>Configuration–>Design–>HTML
Head–>Default Title
When a new shop is launched a default title of the homepage is
„Home“.
In order for the homepage to be ranked well for relevant keywords,
change default title for more informative and SEO-friendly.

Why product pages deserve special
attention
Product pages often have “slim”
content and don’t provide enough
information to the search engines
Product descriptions are often
copied from manufacturer’s site
which creates a lot of duplicates
and decreases rankings
Informative product pages filled with a
lot of optimized and relevant content
have more chances to attract high-
quality traffic from long-tail queries.

Optimal site structure:
Flat structure:
Benefits:
Image source: Kissmetrics blog
• easy, intuitive navigation
for the users
• logical hierarchy for the
search bots
• optimal link juice
distribution

Internal linking structure:
Benefits:
Image source: Searchengineland.com
• pages are easily discoverable
for the search bots
• smart internal linking which
strengthens each product and
site overall
• breadcrumb navigation
ensures that whenever a new
page is added, it gets links from
other pages from each level

Best practices to ensure fast and
smooth indexation

Prevent filter pages from being seen by the search engines.
Robots.txt file
When developing stage is finished and the site goes live, make sure to turn
meta robots to “index, follow” and remove robots.txt disallow .
To turn meta robots to “index, follow” go to: System > Configuration > General > Design >
HTML Head > Default robots “INDEX, FOLLOW”.
Use “noindex, nofollow” meta robots tags on all unnecessary filter
pages or block URLs with unnecessary filter parameters in robots.txt

Sitemap.xml
For smooth and fast indexation, create a sitemap.xml and submit to Google
Webmaster Tools. Make sure sitemap.xml doesn’t contain sample products
and categories.
A sitemap can be created at:Catalog–>Google Sitemap –>Add Sitemap. Choose a filename,
path and store view, press “Save & Generate”.
Put the code Sitemap: http://domain.com/sitemap.xml in robots.txt file to show the
search engines where to find your sitemap.xml file.
Submit created xml sitemap to Google Webmaster Tools.

Html sitemap
To ensure that all your site URLs, especially
product pages, can be easily found by
search engines, you can create html
sitemap.
For large ecommerce sites it is
recommended to create category-specific
html sitemaps for all content related to the
category. Apart from better indexation
such sitemaps also provide great user
experience and simplifies navigation.

Page load speed
Slow loading pages decrease the number of
URLs crawled by the search engine. You can
check page loading time with Google tool
This tool also gives recommendations on
how to improve page load time on desktop
and mobile devices.

Explore as a Google bot
When develop the site make sure that all links and content you
want to be crawled are accessible for Google bots
Important facts:
• Google bot doesn’t accept cookies
• Google bot doesn’t recognize text contained in images
• Google bot doesn’t run Javascript, Flash
Recommendation: navigation and content for the site needs to be accessible
with Javascript, CSS, cookies and images disabled.

How to know what Google bot
will see?
Fetch as Google bot in Webmaster
Tools
Google bot simulator (for
example, search engine spider
simulator by Webconfs.com)

How to check site indexation
In Google search box type [site:] and paste the URL of the site you want to
check. You will see how many pages are in Google index
Check in the Webmaster Tools in the Google Index section

How it works?
• User registers as a seller
• Sellers list their products and handle order fulfillment
• Marketplace backend processes payment, edits orders/products if needed

Most popular e-Marketplaces:
• Amazon.co.uk
• Ebay.com
• Etsy.com

Types of vendor access
• paid memberships + $$ commission
• paid listings + commission

Types of products
• Car rental
• Accommodation booking
• Selling art

• One account to sell and to buy
• Various payment options:
PayPal, Skrill, GoogleCheckout,
Wire Transfer
• Listing fee and transaction fee
ETSY.com overview

ETSY.com store promotion
• Filling Title, Tags and Descriptions
• Twitter and Facebook integration
• Search Ads tool provided by Etsy
• Shopping engines integration

ASOS.com: overview
• Individual sellers (Wardrobes): up to 100 listings, 5%
commission
• Small businesses (Boutiques): £20 monthly fee, unlimited
number of listings, 20% commission fee
• Store promotion options
• Worldwide shipping options
• Payment method: PayPal only

21.3.1121.3.11
SuperSimple Marketplace
• 100% free extension
• Easy to install and easy to configure
• Create user role for vendors
• Specific privileges to Vendors
• Only admin can create vendors, no
registering from front-end is possible

21.3.1121.3.11
SuperSimple Marketplace
• Vendors only have access to their
account and their products
• No extended functionality like
commissions, payouts etc
• For proper usage requires additional
customization

21.3.1121.3.11
Apptha Marketplace: key features
• Seller registers on front-end
• Registered buyers convert to
sellers in one click
• Seller dashboard with easy-to-use
vendor interface
• Flexible Commission
• Seller portfolio
• Vendor specific URL
• Different product types (simple,
virtual, downloadable)
• Adaptive PayPal payments: admin
gets commissions and seller gets
payment through PayPal
automatically
Admin features
• Full control over all products
• Full control over seller profiles
• Option to view and edit orders
• Assigning commission per product or per seller
• Managing payments
• Seller account approved manually
or automatically

21.3.1121.3.11
Apptha Marketplace: vendors
• Easy product creation from
user account dashboard
• Custom options for products
• Related products
• Vendor specific URLs
• Ratings and reviews
• Transaction history tool
• OneStepCheckout

21.3.1121.3.11
Apptha Marketplace: admin products

21.3.1121.3.11
WebKul Marketplace
• Seller registering on front-end
• Easily customizable
add new product feature
• Seller profile page
• Contact seller feature
• Order history
• Commission management

21.3.1121.3.11
WebKul Marketplace: example

21.3.1121.3.11
Custom developed
features:
Number of views
Product origin

21.3.1121.3.11
Seller profile

21.3.1121.3.11
uMarketPlace Suite
• Very powerful and extendable module
• Pretty expensive with various add-ons (approx $300 each)
• $1650 per license, $5000 for MarketPlace Suite + add-ons
• Vendor Payout manually or automatically
• MicroSite with custom look, subdomain and landing page
• SplitRate add-on to split products in the shopping cart by vendor

21.3.1121.3.11
uMarketPlace Suite: Add-Ons
• Select and Sell
• Price Comparison
• MicroSite Pro
• Vendor Ratings
• Vendor Questions
• uReturns (RMA)
• MultiVendor
• Batch Payout
• AdvancedPO
• SplitRate

Free online marketing audit
We would like to invite all you to take a free 10-15 minutes
personalised webinar for a quick audit of your website and
marketing campaigns by Google certified experts.
- Quick usability audit of the existing site;
- Quick SEO audit and review of existing analytics;
- Audit of PPC campaigns;
- Technical audit;
- Best practices of conversion rate optimization;
- General online marketing strategy insights.
Free online marketing audit

Special offer from Magecom
Get 20% discount for
any Marketplace project
on Magento platform

Thank you for your attention!
Lena Ruchko
Marketing assistant
at Promodo
e-mail: e.ruchko@promodo.com
Skype: ruchko_lena
Olga Okhrimenko
Project Manager
at Magecom
e-mail: olga@magecom.net
Skype: olya.okhrimenko

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