How to ensure your ecommerce platform supports your seo needs

ecommerce shopper getting debit card out of wallet

If you are setting up a website in order to sell your products online, then you’ll probably have spent quite a bit of time researching the pros and cons of the different e-commerce platforms available to power your business. Whilst there are many factors that you need to take into account when choosing your platform, it is vital to consider how it can support your search engine optimisation strategy.

Unfortunately, some e-commerce platforms may limit your ability to control the way that you optimise your website and this could lead to a fall in rankings and ultimately a drop in sales. It can also be frustrating as a business owner if you are not able to take advantage of the latest SEO updates and strategies because your online shop does not support them.

Luckily there are some great e-commerce platforms out there which can help to meet all of your business needs. WagadaHQ have identified four key SEO features which your e-commerce platform needs to have to enable you to optimise your site fully. If you ensure that these are supported then you will be able to provide both a great retail environment for your online customers and you can also help your website to move up the search engine rankings.

Ensure that you can include an integrated blog on your website

We love blogging. Not only is it a great way to share information and communicate with your customers, but it’s also vital for your SEO too. Blogs are the best way to ensure that your content stays fresh and relevant and they are the perfect place to include up-to-date keywords and long tail keyword phrases. They also help your site to get linked to, can be shared on social media and show Google that you can add real value to your customers’ lives.

Ideally, your CMS would offer the option to set up an integrated blog section. However, this can be tricky in some e-commerce platforms. Installing a WordPress blog into the directory of your site is an option but it means you may need to continually switch between WordPress and your online store, which is far from ideal. For example, VisualSoft allows you to access a WordPress blog via the dashboard, but it does just open this in a new tab.

Luckily there are platforms available, including Shopify, which actually include a blog in its e-commerce platform. This is well worth considering if you are keen to blog and to take advantage of the SEO improvements that regular blogging can offer.

That being said, if your e-commerce platform and blog CMS differ, you must ensure that they are available on the same domain (i.e. and

Keep control of your metadata

If you want to increase your chances of ranking for your chosen keywords and phrases, you need to have the ability to include optimised page titles, meta descriptions and URLs for each page.

If you have generic page titles it can damage your page ranking and can also lead to issues with duplicate content. If you decide on an e-commerce platform that doesn’t let you control this data, there is a risk that you will be left with generic titles for all of your pages. The result of this is that you are unable to take full advantage of any keyword strategies you may have.

As with many e-commerce websites, you will often find that URLs are ugly, non-optimised and non-optimisable (they may become excessively long, feature upper and lowercase lettering or include punctuation). If you’re building an e-commerce website, try to take control of your URL structure initially.

We definitely recommend that you choose a platform which lets you retain the ability to individually choose each page title, meta description and URL. There are a number of platforms which let you do this including Magento, so make this feature a priority when deciding on your platform for your online store.

Manage your automatic redirects and canonical URLs

Some online stores will use multiple domain names. However, when you do this there is a risk that customers may follow links which could take them to the wrong place or simply become broken over time. Of course, this can affect your search engine ranking as it means usability is poor and customers could get frustrated and ultimately decide not to buy from your website. The way round this is to set up canonical URLs or 301 redirects but this can be time-consuming.

If you think this could be an issue for your site, then it can be a good idea to choose a platform which automatically redirects your users and the search engines to your primary domain. Platforms such as SquareSpace can do this for you and save you time and effort whilst improving the online shopping experience for your customers.

If you have multiple domains or URLs, you may also want to consider a platform that enables you to implement canonicals. These let you hold content in a number of different places online whilst making sure that Google is aware that it should only take note of the one page/URL you want to rank. This is also important if you want to use a number of URLs for products within the same category.

If this is important to your business then WooCommerce is a platform which has support for canonical URLs built into it – and even better there is a basic version of it available for free!

Ensure you can edit your Robots.txt files

This sounds quite technical but what it actually means is that you have the ability to tell Google’s ‘bots’ that there are certain pages that they should ignore when they are crawling your website to index it for their search engines.

When you run an online store, there will often be pages that you don’t want to be searchable online or that you don’t want Google to index. For example, you might have a special offers page which is only available to customers on your mailing list. Alternatively, your blog could be creating hundreds of author archive URLs such as Such pages won’t rank, so you would want to block them in your robots.txt file in order to improve your website’s crawl budget and/or any indexing issues.

On big e-commerce websites, faceted navigation can also create major issues in relation to crawl and indexation. Every permutation of refine/sort creates another page (of near-identical content) which can quickly lead to hundreds of thousands of pages. If this is the case, Google’s crawl budget ends up being spread too thin. The best solution for faceted navigation URLs is to block these in your robots.txt file (you’ll also want to noindex, nofollow and canonicalize these pages – so again, ensure that your e-commerce platform enables this).

BigCommerce is a platform which allows you to directly access robot.txt files and so is definitely one to consider.

We think it is definitely worth taking the time to consider your SEO needs when choosing your e-commerce platform. You should make sure that you choose one which will offer you the best option for a great consumer experience and will help your site rank well in the search engines. We know that there is a lot of choice out there, so if you are feeling slightly confused by it all, get in touch with Wagada. We are SEO experts and can help you find the e-commerce platform that works best for you, your SEO and your business.

How to deal with fake google reviews

Screenshot showing Google review writing screen

Getting a great review is brilliant for your business. Nowadays, more and more people are looking for word of mouth recommendations for businesses, and potential customers will often spend a great deal of time researching reviews online before they make a purchasing decision.

Of course, as a small business owner, it’s heart-warming to get fantastic reviews and they can also help your search engine ranking too. At Wagada HQ we recommend that our clients ask their happy customers to give them a good review on Google My Business, as this is a powerful way to show the search engines how relevant and valuable your business is.

However, sometimes your business could be unlucky enough to receive some fake negative reviews online. This can be extremely worrying and frustrating for small business owners, especially if they have worked hard to get positive recommendations. But the good news is that that there is a solution to fake reviews and you can get them taken down.  So we thought we’d take a look at how you can tell if you have a fake review and how you can go about removing it from Google My Business.

What is a fake review?

A fake review is usually a negative review posted by spammers, competitors or just people with malicious intent. The first clue is that they will usually give you a very low rating compared to other customers and obviously this will make them stand out from your other reviews. They may also include content which is clearly inaccurate about your business or that doesn’t seem to make sense.

They might even talk about a service that you don’t actually offer or make false claims against you. It can be very unpleasant to see these fake reviews on your Google My Business page and obviously you do not want future customers to be put off by reading them. Therefore you will need to get them removed. This should be a fairly simple process and Google My Business will be on hand to help if you do have any issues.

A guide to Google review policies

The first thing you will need to do is to reference the fake review content against the Google review policies. In summary Google state that they expect reviews to be ‘honest representations of the customer experience’ and review writers are warned that if they do not fulfil the policy requirements then their comments may be removed.

There are a number of issues that violate Google policies. These include spamming with links to other websites, including email addresses or phone numbers and going ‘off topic’ and talking about someone else’s experiences rather than your own. Reviews need to be honest and unbiased so any content from people who have been paid to write a review or negative reviews from competitors will breach guidelines too. Obviously any offensive content or reviews which include personal attacks on others will also be removed.

If you have a fake review it will usually meet one of the above criteria which means that you can then follow the process to flag and fix these reviews.

How to flag a fake review for removal

There is a fairly straightforward way to flag a review for removal. Once you have done this the information will be sent to the Google My Business team who will assess your review and then hopefully remove the listing for you.

Firstly check that the review violates Google criteria. If a review is factually accurate, you will not be able to flag it and Google won’t get involved in any customer disputes, as it is very hard for them to prove who is in the right!

You then need to navigate to Google Maps and search for your business there using either the business name or the address. Then when the search results come up select your business.

Once you have selected your business then in the panel on the left, scroll down to the review summary section. Under the average rating click on the ‘number of reviews’ button. Then scroll down to the review that is fake and click the flag icon. A form will then appear in the window in which you can fill in the details required by Google. After that all you need to do is simply click submit.

It is worth noting that once you have completed the form you will need to be patient. As you can imagine, the Google team are pretty busy and it can take several days for them to assess the fake review so don’t worry if you don’t hear back from them or see the review removed instantly.

If after a few days the review has not been removed, or if Google don’t wish to remove the review, you can always get in contact with a Google My Business specialist. They will be able to talk you through the process and deal with any issues you may have. To request a call, simply go to their help page.

Coping with fake reviews

We know that fake reviews can be stressful and upsetting but, reassuringly, they are rare and to try and crack down on them, Google makes use of automated spam detection measures which are designed to remove any reviews that have a high likelihood of being spam.

Most fake reviews do look quite obviously fake and often potential clients will see through them quickly – particularly if the majority of your reviews are really positive. So don’t let a fake review get you down. Keep calm and follow the above process and you should be able to get them removed from your page. And, if you have trouble understanding the process or are concerned about the effects of a fake negative review on your SEO, then get in touch with us at Wagada HQ. We’ll be happy to offer you our help and advice.