Search Engine Optimisation
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Search Engine Optimization, commonly called SEO, is the process of
setting up a web site so that it ranks well in the search engine
listings. There are two basic types of SEO: off-site and on-site.
Off-site SEO consists of things done outside of the shop, like Facebook accounts, blog posts and the like. They can be very helpful for improving the ranking of a site but you may not have much control over them.
On-site SEO refers to changes that are made in the shops database and/or files. A shop owner has complete control over this and this should be the first thing to set up.
The main part of SEO are the keywords the shop is targeting. The keyword can be thought of as what a person would type into googles search box to find your shop. Keywords should consist of 2-3 words. Single word keywords should generally be avoided.
Most new shop owners make the mistake of making their main keyword match their domain name. This is always a mistake since no would would search for a domain name to find something. So the page needs to target the keyword(s) that you want to have the site target.
There are addons that can be (should be) installed to get better results in the listings but Phoenix comes with a good set of beginner tools for making SEO changes. See the admin->Modules->Header Tags section for some of them.
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