Magento SEO Guide: Advanced SEO for Magento 2

An overview of Magento 2 commerce

Magento is available in two flavours: Magento Open Source and Magento Commerce, which incorporates Adobe's optimised cloud architecture, hosting, and AI-powered merchandising.

Magento Commerce includes the following categories of capabilities at the application level:

  • A page builder that simplifies content creation and promoti

  • User experience, assisting you in regaining control and personalising your shop

  • Store fulfilment enables you to sell from anywhere.

  • B2B integration allows you to sell to both B2C and B2B customers on the same platform.

  • Key metrics for business intelligence

  • Marketplace, which allows you to personalise your shopping experience with thousands of extensions and themes

Approximately 60% of Magento retailers also sell on Amazon. Magento store owners may use their Magento Admin Panel as a central centre for all of their Amazon marketplace activity using Magento's Amazon Sales Channel.

With all of this functionality, you'll be ready to boost ecommerce sales. However, in order to maximise SEO for Magento 2, you will need to specify a few key parameters. Let's get this party started!

Magento 2 Technical SEO

Be proactive in modifying your Magento store to achieve greater Magento 2 SEO performance. It all begins with Technical SEO and the establishment of a solid technological basis. This allows search engines like Google to crawl your page more readily and efficiently, as well as read and interpret the content.

To that aim, here are some major technical SEO recommendations for Magento 2.

Important Points

  • The Magento platform powers over 200,000 online retailers in over 20 sectors.
  • Learn how to optimise your Magento 2 SEO settings to increase traffic.
  • We'll talk about optimising product and category pages, URLs, internal links, robots,     sitemaps, metadata, and more.

Adobe Magento is a well-known ecommerce platform. More than 2.5 million people have downloaded the code. Magento presently powers around 204,000 online retailers across 20+ industries, resulting in approximately $155 billion in retail sales in 2019.

If you already use Magento or are considering it, you should be aware of its search engine optimization (SEO) capabilities.

This Magento SEO guide explains how to optimise the platform to increase website traffic and achieve results similar to those shown in the case studies below.

Use SEO-friendly URLs.

Your store should utilise a simple URL structure that helps both site visitors and Google understand where they are on the site and what is on the page.

Remove any dynamically produced gobbledygook from your URLs. Avoid using session IDs in URLs and instead rely on first-party cookies.

Use SEO-friendly, easy-to-read URLs in Magento 2. Include the target keyword as far to the left as feasible in the URL, as Google reads from left to right. In your URLs, use hyphens to separate words. This is preferable to stringing words together without a separator and to using underscores.

Consider shortening URLs by removing extraneous arguments and disabling dynamic URLs, such as those used to produce search results.

When feasible, use a URL like this:


  • Instead, try this:

  • us/productpage.0867994001.html

Use server URL rewrites to generate clean URLs.

You can alter any URL connected with a product, category, or CMS page using Magento's URL Rewrite tool. When a rewrite is used, any links pointing to the old URL are redirected to the new URL.

URL rewrites allow you to make URLs more search engine friendly, as well as more descriptive and easier to read for humans.

When Web Server Rewrites are enabled, the system rewrites each URL to remove index.php from the end of the URL just after the root directory. Furthermore, the rewrite eliminates words that do not provide any value to search engines or clients.

Automatic URL redirection are enabled by default in Magento. Furthermore, the Create Permanent Redirect for Old URL selection is enabled by default in each product's URL key field.

How to Setup URL Rewrite in Magento 2

  1. Go to Stores ; Settings ; Configuration to get started.

  2. Select Web in the left panel where General is expanded.

  3. Check to ensure that the correct shop view is selected.

  4. Leave Add Store Code to Urls set to No under URL Options (the default setting), as this will allow you to generate more understandable URLs.

  5. Auto-reroute to Base URL allows you to redirect traffic when your domain is requested without the subdomain, even if your store is located at, say, (or vice versa). If this redirect is set to be a temporary 302 redirect, update the option to Yes (301 Moved Permanently). In multi-store scenarios, avoid using auto-redirect to the base URL.

  6. Increase the size of the Search Engine Optimization section.

  7. Set Utilize Web Server Rewrites to Yes so that you can use readable URLs.

  8. When you're finished, click Save Config. percent percent percent

With order to increase SEO in Magento 2, use canonical URLs.

To consolidate SEO equity, each of your web pages must have only one distinct URL. Otherwise, you risk having an inefficient crawl budget and having the value of distributed backlinks diluted.

Depending on how you set up your website, Google may index numerous versions of it, including:











    Again, your site should only have one URL protocol. More information on how to boost SEO may be found here.

    Remove duplicate content (or thin content)

    Duplicate or thin content on your website will harm the SEO performance of Magento 2. Unfortunately, ecommerce webmasters may meet these challenges for a variety of reasons.

    The good news is that you can take specific steps to help Google comprehend the master version of each URL grouping. By doing so, Google understands that the other versions should be ignored and that you should not be penalised for having numerous instances of the same content.

    Faceted navigation (described below), product sorting, products in various categories, pagination, in-site search, and other features can all result in unintended duplicate versions of a master web page. In such circumstances, utilise a canonical link meta tag to specify the master version of the URL for categories and pages. This tells Google that the search engine should notice the iterative relationship between the pages and prioritise and rank the most relevant one.

    Avoid making faceted navigation errors.

    Faceted search, also known as faceted navigation, is an in-page navigation technique used for ecommerce sites that deal with a huge list of results. Faceted navigation provides the user with numerous filtering choices for sorting through various product attributes and narrowing their search to the specific type of goods they require.

    A user looking for boots, for example, could filter by a variety of factors such as colour, material, size, style, and price range. So, if they're seeking for black leather boots in a size 7 for less than $500, faceted navigation will bring them to a product list that meets that requirement. Black boots or size 7 don't even need their own category or subcategory page, let alone size 7 black boots.

    Customers frequently prefer faceted navigation since it is the most user-friendly alternative. It's also the most useful for ecommerce teams. It makes no sense to create an infinite number of unique pages just because of a different colour or size, etc.

    However, faceted navigation might have a negative impact on your Magento SEO if you don't take the necessary procedures to manage the URLs. If left unchecked, faceted search might cause your site to become overrun with duplicate content. It has the potential to deprive high-priority pages of crawl budget and link equality.

    Every URL formed via faceted search in an ecommerce website should canonicalize to the master version of the page (the leather boots page, without any designation of the product colour, size, style, price range, etc.), without session ID.

    Check out Google's tips on faceted navigation for more reading.

    Make use of an XML sitemap.

    An XML sitemap is a list of URLs that point search engines to the content of your website that should be crawled. If your material is indexable, Google will eventually find it and create its own sitemap. However, this takes time and gives you no control over what information is crawled and when it is crawled.

    An updated sitemap is essential for search engine optimization, especially when it comes to Magento 2 SEO.

    However, you should not wait for Google to create the sitemap. Instead, use Google Search Console to submit your own. Keep it well organised. Remove broken links and obsolete URLs. Adhere to the standard sitemap protocol.

    An XML sitemap should be no larger than 50MB (uncompressed) and no more than 50,000 URLs. If your file is larger or contains more URLs, divide it into many sitemaps so that Google can process it.

    The following are the processes for configuring and submitting an XML sitemap within Magento:

    1. Configure your XML sitemap by selecting the frequency and priority of your sitemap material, completing the generating settings, establishing file limitations, and configuring your search engine submission settings.

    2. Create the XML sitemap.

    3. Sitemaps should be submitted to Google and Bing.

    4. Include the absolute URL of your XML Sitemap in your robots.txt file (optional).

    Set the sitemap generating time value for your store to a low-traffic period of day. Set the generation frequency to daily to ensure that your sitemap is rebuilt on a daily basis.

    Use robots.txt to manage crawling and indexing.

    When you don't want a search engine robot to crawl a page or area of your site, one solution is to block it in a robots.txt file. The robots.txt file is particularly useful for limiting specific URL parameters such as session IDs or referral tags. This will prevent dynamic URLs from generating redundant information from being crawled.

    The Magento configuration includes options for robots.txt. The robots.txt file generated by Magento by default contains instructions for web crawlers to avoid indexing particular portions of the site that contain files utilised internally by the system.

    For robots, you can use the default Magento 2 SEO settings. Alternatively, you can create your own personalised instructions. Establish distinct rules for different crawlers for more advanced teams.

    All site files and folders would be accessible with the following configuration:

    Allow: User-agent:* Disallow:

    The following prevents universal access:

    Allow: / User-agent:*

    Consider disabling the following search engine elements:

    • Pages containing internal search results.

    • Pages for logging in

    • URLs that include the SID and PHPSESSID parameters.
    • <
    • Filter criteria (price, colour, size, and so on).

    The following are the default Robots.txt prohibit settings in Magento:

    Improve page load time

    Because page performance is a Google ranking element, ensure that your Magento online store is quick. There are important reasons to pay attention to website load time that go beyond SEO. A speedier site allows you to provide a better user experience, and many studies have proven that a faster site leads to higher conversion rates.

    First, establish a baseline. To test your loading speed, use a programme like Google's PageSpeed Insights. To enhance your page load times, consider compressing data, decreasing HTTP requests, adopting a CDN, and deleting extraneous scripts.

    You should also use Google's mobile-friendly test tool to ensure that your website works properly on mobile devices.

    A Magento-optimized hosting platform is one of the greatest Magento SEO tactics. This might include things like:

    • Database bloat reduction technology

    • Data caching through Redis, Varnish, and CloudFlare is supported (Redis and Varnish are server level caching solutions. CloudFlare is a network level caching layer.)

    • Start NGINX on the server (Open source software for web serving, reverse proxying, caching, load balancing, and media streaming.)

    • Use a CDN (Content Delivery Network)


    Another Magento 2 SEO option to consider is caching. To activate it, go through the following steps:

    1. Select System ; Cache Management from the menu.

    2. Check the appropriate boxes.

    3. Choose Enable from the drop-down menu.

    4. Click the Submit button.

    To enable full-page caching as part of your Magento SEO strategy, follow these steps:

    1. Navigate to Stores, Configuration, Advanced, and System.

    2. Change the Caching Application field under Full Page Cache from Built-in Cache to Varnish Cache.

    3. Following that, a new settings screen called Varnish Configuration displays. There, you enter in any information your hosting provider has given you.

    Bundling of JavaScript

    Baler is a Magento module and preloader that allows asynchronous JavaScript file bundling. More information regarding JavaScript bundling for Magento 2 SEO can be found here.


    Set Merge CSS Files and Minify CSS Files to Yes in the Magento CSS Settings. If you have a critical path file for your theme, check the box next to Use CSS critical path.

    Optimization of product images

    Large, slow-loading graphics are one of the most common causes of page load time delays. Image optimization not only increases the speed of your Magento website, but it also minimises the amount of storage required on the back end.

    Use image compression programmes like Imagify, Compressor, Kraken, or TinyPNG to remove non-critical data while limiting quality loss as much as feasible.

    Configure your image settings in Magento as follows for effective image optimization:

    1. Navigate to Stores, Configuration, Advanced, and System.

    2. Expand Images Upload Configuration and configure the quality value for resized images.

    3. Change the Maximum Width and Maximum Height values as appropriate. If you want to support retina displays, simply double the specified sizes.

    For faster image processing within Magento:

    1. Navigate to Stores, Configuration, Advanced, and Developer.

    2. Expand Image Processing Settings and change the Image Adapter value to ImageMagick.

    Additional Materials

    The 17 Best Ecommerce Marketing Strategies for 2022


    14 Ways to Use Google Trends to Improve Ecommerce SEO Results


    Ecommerce SEO: A Comprehensive Guide


    Always use HTTPS to optimise Magento 2 SEO.

    Users and search engines both value secure websites. Ascertain that your site is SSL (Secure Socket Layer) secure and that it is hosted utilising the HTTPS protocol. Make certain that anyone typing HTTP is sent to the HTTPS version of the URL.

    An SSL certificate secures a website by establishing an encrypted link between the web server and a browser. You may protect the user's private information, such as login passwords, credit card information, and other sensitive data, by using an SSL Certificate.

    The secure version of HTTP, which is the principal protocol used to convey data between a web browser and a website, is known as HTTPS. HTTPS encrypts data flow to boost data security.

    Google favours HTTPS sites in its organic search results. Because Google Chrome (and other browsers) identify non-HTTPS material, you will likely lose revenue as a result of lost trust if you do not transition to HTTPS for all of your site content.

    Configure HTTPS for your Magento online store as a step in your Magento SEO process:

    1. Go to Stores ; Configuration ; Web to get started.

    2. Expand the Secure Base URLs section and replace the URL in the Secure Base URL box with https://.

    3. Set Use Secure URLs on Storefront and Use Secure URLs in Admin to Yes.

    4. Click the Save Config button.

    5. Clear the Magento cache. percent%

    SEO for Magento 2 product and category pages

    Product and category page optimization is the next step in our guide on how to do SEO for Magento websites. As a follow-up, you might wish to bookmark our 41-point ecommerce conversion rate optimization checklist.

    Magento SEO: optimising ecommerce category pages

    Some of your most significant landing pages are included in ecommerce category page SEO. This is due to the fact that the connected search phrases are frequently extremely competitive and popular. On the product category page, too many ecommerce sites limit customisable text boxes in favour of product thumbnail grids and image carousels. This makes it harder for the page to provide enough content to assist Google comprehend the page and, as a result, rank higher for competitive search searches.

    Even among worldwide shops, it is typical to come across category sites that are:

    • Improperly linked with the way shoppers think

    • There is no keyword optimization.

    • I was concentrating on the incorrect terms (or too many keywords)

    • There are no direct external backlinks.

    • Duplicate as a result of incorrectly implemented navigation

    Fill in the blanks with descriptive language on your category pages. Insert keywords naturally into your ecommerce category pages' copy and subheadings. Create innovative, marketing-friendly, and engaging content that improves user experience. You'll boost your site's search rankings while also distinguishing your brand from the competition.

    Bonus point! Engage in strategic marketing and develop high-quality backlinks pointing to your category pages if you want your Magento SEO performance to skyrocket. This is one of the most efficient methods for increasing the performance of your category pages.

    Additional Materials

    Avoiding Major SEO Ecommerce Category Page Errors


    Ecommerce Product Page SEO (How to Rank Convert)


    Magento SEO: product page optimization for ecommerce

    There are several methods for properly implementing ecommerce product page SEO for higher search engine rankings, including:

    Create one-of-a-kind product descriptions.

    Using out-of-the-box product descriptions from manufacturers is a common blunder made by many online shops. The product description on your product page is an opportunity to write one-of-a-kind, captivating sales copy to encourage visitors to purchase your products. Don't squander the opportunity because it's convenient.

    Include customer feedback

    Social proof is one of the most powerful and successful strategies to persuade a buyer to buy. Product pages with customer reviews convert 58 percent more store visitors and improve revenue per visit by 62 percent, according to Adobe. Product pages with customer reviews can benefit from an organic ranking boost, as Google favours pages with user validation and pages that are constantly updated with new material.

    Integrate social media.

    Including social media on your product pages boosts engagement, which Google values. To that aim, include social sharing icons on your product pages so that interested prospects and satisfied customers may share product information with their followers. You can also include social media posts that highlight your company or product. You can also display your brand's social posts on the website. Engage them and cultivate a relationship with them.

    Structured data should be included.

    Schema markup is website code that enables search engines to display rich information snippets right in the SERP. To persuade readers to go on to your site, snippets can provide detailed product information and retail locations, as well as ratings and reviews.

    Implementing rich snippets can lead to higher click-through rates in search engine results pages (SERP). Google favours product pages that contain rich snippets since the extra contextual information for users improves the site experience.

    Google offers criteria for many structured data types, so make sure to follow them. If you need assistance creating your schema, Google's Structured Data Markup Helper is available. Furthermore, Google Search Console notifies you of markup mistakes.

    Keep track of out-of-stock product URLs.

    Over time, product pages might develop SEO value. As a result, you want to keep them active even if things are momentarily out of stock. Maintaining the pages implies that the SEO equity in the page is ongoing and can compound over time.

    To make the most of the page's real estate and to provide a positive customer experience, propose alternatives when an item is out of stock, such as a different colour, a related product, or a product that previous shoppers have purchased. Alternatively, simply offer them the option to backorder the product, allowing you to convert a potentially wasted page view into a new transaction.

    Learn more about digital customer experience. That piece also discusses why it's essential, what trends to look out for, and which brands are nailing it.

    Magento 2 On-Page SEO

    Developing an efficient SEO strategy is similar to leading a healthy lifestyle. Every action you take contributes to your overall health. Going to the gym, eating the correct foods, getting enough sleep, and so on are all good things to do. Individually, such behaviours will have a minor impact on your well-being, but taken together, they make a significant difference.

    Similarly, a comprehensive strategy to enterprise search engine optimization enhances the entire health of your website.

    The following are particular on-site SEO procedures you should perform on your web pages to maximise the visibility of your Magento marketplace.

    Details (title tags and meta descriptions)

    Potential clients will notice the meta title and meta description shown in the search results. The title is also displayed in your browser's title bar and tab. Each headline should ideally be unique to the page and less than 600 pixels wide.

    Because page titles are a significant on-page SEO ranking element, you should include your major keyword in the title tag of each page. However, titles must also stick out in the SERPs in order to promote clicks, so make them helpful and descriptive.

    When feasible, go beyond your product's and brand's names. Increase your click-through rate (CTR) by employing attractive phrases or emphasising client pain points that your content addresses.

    Look for commonalities in the title tags of the top 10 Google search results for each query.

    • Does their structure follow a pattern?

    • Do they always put the keyword at the beginning or in the middle of the title?

    • Are your competitors using synonyms or alternate phrasing?

    • Do they highlight a product feature or a sale?

    The meta description tag is not regarded as a ranking indication. Instead, its primary goal is to entice people to click through from the search results page to your website. Consider it ad copy for your organic listings in this sense. However, because such terms will be bolded in the search results, you should still include your target keywords in the meta description. Make your meta description as appealing as feasible in order to increase the CTR of your search rankings.


    Your H1, H2, and H3 tags all have an impact on how Google reads your page. Include your target keyword as well as iterations of the phrase in your page's headings.

    Google gives greater weight to the H1 tag than the H2, and the H2 tag more weight than the H3, and so on. Subheads are also an excellent spot to include keywords.

    Use excellent SEO copywriting principles for body text.

    Magento 2 SEO adheres to the same set of best practises when it comes to body copy. Naturally incorporate important keywords into the page's copy. In your first or second paragraph, try to incorporate at least one instance of the keyword. Look for possibilities to include long-tail keyword variations that have less competition and are easier to rank for.

    Make your copy easy to read. Make sure your sentences, paragraphs, and sections are easy to read. For example, each section should be no more than 300 words long.

    It might also help to employ active voice and transition words to make your material easier to understand for users and search engines.

    Check out our guide on SEO copywriting best practises for more information.

    Additional Materials

    9 Effective Ecommerce Content Marketing Strategies in 2022


    41 Crucial Tips for Ecommerce Conversion Rate Optimization


    How to Boost Ecommerce Sales (20 Ways)


    Image alternative tags

    Google is still having difficulty recognising certain photos. As a result, it's critical to include image alt tags with visual elements so that search engines can quickly understand them.

    The image alt text should normally describe what's in the image, but keep in mind to sprinkle in your page's target keyword here and there. Don't overdo it, because Google may perceive your attempts as an attempt to trick the system. When uploading photographs, you should also use descriptive filenames.

    Internal tying

    Internal linking is a powerful, but often underestimated, aspect of SEO (hyperlinking two pages within the same website). Internal links, much to the surprise of many marketers, can sometimes be more significant than backlinks.

    Most SEO managers of high-authority websites overinvest in backlinks while delegating internal linking to their content teams without a clear strategy. That is a blunder.

    Internal links distribute the authority and relevance that your hyperlinks have already established throughout your website. They assist Google in understanding not only the topic of a page, but also the most significant pages on your website overall - search engines view pages with a high number of internal links to be more important than sites with fewer links.

    What else do internal links accomplish? If search engines recognise that a page has a large number of high-quality inbound links, look for opportunities to add relevant, internal links to distribute that authority to other pages on your website.

    Finally, internal links improve the user experience and aid in conversions.

    SEO overview for Magento 2

    Magento 2 is a well-known ecommerce platform. You can use it to create one-of-a-kind and engaging purchasing experiences. Magento provides a wealth of functionality out of the box, unlimited customization, a flexible headless architecture, and a plethora of third-party connections and extensions.

    Is Magento, on the other hand, excellent for SEO? It is possible, but it is not enabled by default. So, if you take the time to implement the ideas in this Magento 2 SEO tutorial, you'll be well on your way to significantly improved organic search ranks and traffic.