Don't worry you can be excused for thinking that improving our most competitive keyword (super broad keywords such as candy, or hockey sticks) on the home page would lead to the best results. Be that as it may, when you take into account the relevance of our home page, does it truly match our keyword? The answer is; No, it normally doesn't. Much of the time, the home page should be utilized solely as a place for building your brand identity. Our brand identity is the heart and soul of your business and it is how customers will remember us long after they've purchased our goods and exited our website. Think about some of the big brands and how they make you "feel". McDonalds, Starbucks, Coca-Cola, Amazon, Wal-mart. They all elicit a different emotion response and for some it is happy and for others it is stress. Now take some time to think about how you want your online store to elicit emotions and that will start you off to create your brand identity. To move forward and optimize your homepage you can use high level keywords on your homepage that match the brand. For example, if you are the Canadian Hockey Stick Company it might be acceptable for you to use the words…
Out of the box, the home page of a Magento community/enterprise store is a CMS page with the title “Home Page”. The page that is served as the landing page can be configured within the Magento Configuration under System > Configuration > Web > Default Pages.
The most imperative piece of a CMS page setup is that its URL key is always relative to the website’s base URL. This means that when creating CMS pages, you can manually choose how deep you wish the page to exist on the site. This gives us the ability to create as many nested CMS pages as we like. From an SEO perspective the higher the page is in the hierarchy the more easily it is to rank the page higher. Truly, you don’t want your FAQ page to be the number one ranked page on your site, but it doesn’t hurt to get people on your site however possible.
Another important point to note is that, by default, CMS pages have no file extension (URL suffix) as opposed to the category and product URLs where we can specify which extension to use (such as HTML or HTM, etc.)
For CMS pages, the default optimization methods that are available to us are found within the Page Information tabs after selecting a CMS page:
Under the Page Information subtab (see the screenshot above) in which y0u can choose our specific Page Title and URL key (www.google/urlkey). You want your page title to be the keyword that you are trying to rank the page for. For example, a CMS/content page about golf balls. You would want to name your CMS page, Tips for Golf Balls as that could potentially be a longtail keyword search.
Futhermore, under the Content subtab, we can enter our Content Heading (by default, this gets inserted into an <h1> tag) and enter our body content that is actually on the page. Again keep in mind that this page needs to be kept to the topic that is featured in the page title and the content heading. If you are writing about a lot, the page may need two or three different pages. Example: About the Company and About the Team might deserve two different pages.
Under the Meta Data subtab, we can specify our keywords and description. Keywords aren’t utilized as much in search engine optimization as about 5 years. Google has stated it isn’t considered keyword metas in it’s algorithm.
As specified beforehand, we would focus optimization on these pages purely for the intent of our visitors. In the event that we were not using custom code blocks to display product information, we would not optimize these information pages for keywords relating to purchasing a product but rather for content. If you don’t have a blog on your website, these pages would serve for editorial content and other “blog” type content.
Have you read the other articles about how to optimize your Magento or eCommerce store for SEO? Catch up now. Read the full Magento SEO Guide.