Daily Archives: December 30, 2017

A faceted navigation that’s optimal for both site visitors and SEO

A project of mine suffers from over categorization as described here https://baymard.com/blog/ecommerce-over-categorization . There are too many sub categories, many of which contain just a product or two, that silo the visitor into a cumbersome experience. Imagine you visited a site and viewed their TV’s and you looked at their category for 40″ TVs. But then, you decided to view other TV’s, so you viewed the 42″ category, and then the 46″ category. The same would happen if you wanted to shop TV’s by brand, type, or another feature. It would take a long time to browse all available TV’s with the features that are valuable to you! This is an example of over categorization. Instead the categories should be turned into a TV’s category with a variety of available facets (filters) that can be applied together.

Aside from a good information architecture, site speed is important. An ajax based navigation, such as this one https://www.lacrossetechnology.com/products/weather/weather-stations provides a great user experience because only the products will reload when a filter is applied. An entire page reload when a filter changes is not necessary, which improves performance.

While an ajax based navigation is great for visitors, it’s terrible for search engine optimization because:

  1. The filters (facets) and combinations of filters won’t have unique meta content or in page descriptions like the previous sub categories did. With the previous over categorization there was a separate category for “Sony TV’s” that had a unique URL, page title and meta data, and a unique in page description. This is extremely important for SEO and is lost when switching to a general TV’s category with a brand filter (Sony).

    Solution –
    I was happy to find this Amasty extension https://amasty.com/improved-navigation-ajax-layered-navigation.html solves the problem. Try out the filtering on this demo http://improved-navigation-1910.demo.amasty.com/improved-navigation-1910/women/dresses-skirts/dresses-long.html . Notice I’ve linked you directly to the category page with a few filters applied; the combination of filters produces a unique URL without a query string (dresses-long.html) that is built in the same order every time for consistency. Additionally, this unique set of filters will dynamically change the page’s meta description, heading, and show/hide cms blocks of your choosing. You get the best of both worlds here – ajax driven navigation for the user and unique page content for the search engine. The downside it is takes a fair amount of configuration, but it’s worth it. This is especially important if we’re rearranging site categories and changing unnecessary sub categories, which have link juice, info filters.

  2. The filters (facets) and combinations of filters won’t get indexed by search engines like the previous sub categories did. Take the TV’s category for example – there will be one URL for TV’s that your ecommerce solution, such as Magento, will include in the Google sitemap. If you want to link the visitor directly to Sony TV’s it’s possible but with an ugly URL that won’t be included in the google sitemap by default. This URL will be in the form of a query string like tvs.html?brand=sony&size=46, which are not preferred by search engines.

    Solution –
    Build or buy functionality that will add URL’s of your choosing to the google sitemap. Again Amasty to the rescue with this module that allows you to add URL’s of your choosing https://amasty.com/magento-xml-google-sitemap.html .

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Magento 2 Solutions Specialist

The other day I passed the Magento 2 Solutions Specialist exam. I cannot provide details of the exam, but I’ll say there were a number of challenging questions. I found the study guide and practice test from swift otter to be very helpful https://swiftotter.com/technical/magento-2-certified-solution-specialist-practice-test , but there were some incorrect statements that should be fixed. I have emailed Joshua with this request.

“Inventory is associated with a specific website.”
This is incorrect. Invetory Qty is global.

“Flat product pricing can be changed on a store view basis.”
Product price is global by default, but can be changed to “website” (not store) in stores->configuration->catalog->catalog->price .

“What marketing and merchandising features are available only in Magento 2 Enterprise Edition?”
1. Bulk ordering doesn’t exist out of box.
2. Bluefoot CMS is not built in. Module today has been deprecated.

“What does the acronym MOSCOW stand for? How is it used?”
MosCoW is a way determining the importance of requirements for a project, hence the term MoSCoW Prioritisation. MoSCoW stands for Must haves, Should haves, Could haves, Won’t haves. The o’s are added to make the acronym pronounceable and memorable.

Details of the exam are here https://u.magento.com/certified-magento2-solution-specialist#.WkfCtt-nFhE .


A Magento 2 Solution Specialist is an expert user of the Magento 2 ecommerce platform. Drawing on a deep background in business and ecommerce, the Magento 2 Solution Specialist can efficiently align business objectives with Magento 2 functionality, optimize use of native features, and avoid unnecessary customization. Whether as a merchant, a manager, a consultant, or an analyst, the Magento 2 Solution Specialist knows how to make the best use of Magento 2 features and functionality.

A Magento 2 Certified Solution Specialist has deep familiarity with the Magento platform, including:

Magento 2 Architecture: layouts, themes, extensions and customizations; Magento data models
Elements of a Magento 2 ecommerce site: catalog, shipping, payment, order processing, promotions, extensions, import/export, etc.
Application of Magento 2 knowledge to business goals: mapping client needs to Magento features, recommending the most effective options for implementing client requirements in Magento
75 Multiple Choice items
90 minutes to complete the exam