SEO for a Magento 2 webshop

In the dynamic world of e-commerce, it is crucial to constantly improve the visibility and performance of your online store. For Magento 2 users, this is no exception. SEO, or search engine optimization, plays a key role in the success of any Magento 2 site. It is an effective tool not only to increase visibility in search engines, but also to provide a better user experience. In this article, we explore a series of essential SEO extensions for Magento 2. These extensions are designed to improve various aspects of your SEO strategy, from content optimization and site structure to technical SEO and speed improvements. By looking at this diverse but complementary set of tools, you can determine which extensions best fit the needs of your Magento 2 store.

The importance of SEO in Magento 2

SEO is not just a marketing tool, but an essential part of a successful online business strategy. In Magento 2, SEO not only helps increase visibility, but also improves user experience through better navigation and content structure. This leads to increased customer satisfaction and loyalty, which is crucial for long-term business success.

Every online shop depends in part on SEO traffic. It is a great opportunity to become less dependent on the infusion of Google Ads / Meta ads (which too many web shops are).

Basic SEO settings in Magento 2

Basic SEO settings in Magento 2 are essential to improve your shop’s visibility in search engines and optimize the user experience. Here is a comprehensive overview of the most important settings:

  1. Magento homepage SEO setting:
    • Important to have an attractive and impressive homepage.
    • Change the default “Home Page” to a meaningful name, such as the name of your store.
    • Place important keywords on the homepage to achieve a higher position in search results.
    • Includes links to other product pages on the home page.
  2. Magento metadata SEO optimization:
    • Metadata provides information about the content of your Web site to search engines.
    • For products, go to Catalog ⇒ Product ⇒ Choose a product ⇒ Search Engine Optimization to configure metadata.
    • Set metadata at the category level via Catalog –> Categories –> Search Engine Optimization.
    • Use the Meta Title, Meta Description and Meta Keywords smartly.
  3. Setting canonical tags for SEO:
    • Canonical tags help deal with duplicate content by preventing the indexing of filtered categories and products.
    • Recommended to enable canonical tags for both products and categories.
  4. Setting Robots.txt for SEO:
    • Magento 2 allows users to make changes to Robots.txt from the admin panel.
    • Robots.txt is an important element for e-commerce websites, but is often overlooked.
  5. Add rich snippets for product pages:
    • Rich Snippets provide a brief description of each product page.
    • Add an ‘Availability’ attribute if necessary.
  6. SEO XML sitemap generation:
    • A sitemap is a crucial element of any Magento SEO strategy.
    • Configure the sitemap carefully and correctly.
  7. Alt tags for SEO images:
    • Optimize images by adding Alt Tags for product images and logos.
  8. Prefixes and suffixes for title tags:
    • Add your company or organization name to all pages of your store.
  9. URL rewrite and redirect:
    • Change the URLs to more search engine friendly links.
    • Set up redirects for these URLs to avoid 404 error pages.

These settings form the basis for effective SEO in Magento 2, making your site more findable in search engines and providing a better user experience. It is important to review and update these settings regularly to stay in line with best practices in SEO. For more detailed information and step-by-step guides, check out the resources Mageplaza and BSS Commerce.

Optimizing meta tags and descriptions

Managing meta tags for URLs in Magento, including images, is an essential part of SEO optimization for your shop. Here are some steps and tips for configuring these settings effectively:

  1. General settings for meta tags: In Magento 2, you can set meta tags for both product pages and category pages. These settings can be accessed through ‘Stores → Configuration → Amasty Extensions → SEO Meta Tags Templates’ in the Magento 2 admin panel. Here you can specify the maximum length for titles and descriptions, which is recommended to make titles no longer than 65 characters and descriptions no longer than 160 characters.

URL structure and management

Managing URLs in Magento is an important aspect of managing your online store, especially for SEO and user experience. Here are some important steps and considerations for managing URLs in Magento:

  1. Configuring basic URLs:
    • In the Admin Panel, go to “Stores > Settings > Configuration.
    • Under “General,” select “Web.
    • Open the ‘Base URL’ section and enter the base URL for your store. Make sure the URL ends with a slash (/).
    • You can also set alternate locations for “Base URL for Static View Files” and “Base URL for User Media Files.
  2. Add store code in URLs:
    • Still in “Web” under “General,” open the “URL Options” section.
    • Select ‘Yes’ in ‘Add Store Code’ to add the store code to the URL.
  3. Configure secure Bbase URL:
    • Open the “Base URL (Secure)” section.
    • Enter the full ‘Secure Base URL’ and make sure it ends with a slash (/).
    • Select ‘Yes’ in ‘Use Secure URLs in Frontend’ to have the entire storefront run over a secure (https) channel.
    • Do the same for “Use Secure URLs in Admin” for the administrator area.
  4. URL rewrites and redirects:
    • To enable URL Rewrites, go to ‘Stores→Configuration→General→Web’ and set ‘Use Web Server Rewrites’ to ‘Yes’.
    • To set up automatic URL redirects, go to “Stores→Configuration→Catalog→Catalog” and expand “Search Engine Optimization. Set ‘Create Permanent Redirect for URLs if URL Key Changed’ to ‘Yes’.
    • To change URLs of product pages, category pages and CMS pages, go to the respective sections under ‘Catalog’ or ‘Content’ and update the ‘URL Key’ in the ‘Search Engine Optimization’ dropdown.

Advanced SEO techniques

Advanced SEO techniques specific to Magento 2 include implementing SEO-friendly URLs, creating clean URLs with server URL rewrites, using canonical URLs to improve SEO in Magento 2, eliminating duplicate or thin content, and avoiding errors in faceted navigation. These techniques improve the search engine friendliness of a Magento 2 site by using clearer and better structured URLs, consolidating SEO value into unique web pages, and efficiently managing content and site navigation.

Mainly the point about facet navigation is a big point where things go wrong for many web shops. It is a complex mishmash of URLs what is generated and this not only makes it complicated for the visitor, also Google can’t do much with it.

Optimization of product and category pages

Product and category page optimization in Magento 2 includes several advanced SEO techniques. This includes creating unique product descriptions, integrating customer reviews for social proof power, adding structured data (schema markup) for better rich snippets in search results, monitoring out-of-stock product URLs to maintain SEO value, and using effective internal link structures.

These techniques help improve the visibility and ranking of product and category pages in search engines, contributing to a better user experience and higher conversion rates.

Use of effective Magento 2 SEO extensions

For Magento 2, there are numerous extensions that can streamline and improve the SEO process. These extensions range from tools that help manage meta tags and generate optimized sitemaps, to more advanced features such as SEO analysis and reporting tools. Choosing the right extensions can help automate many SEO tasks, allowing you to focus on other important aspects of your business. For this, see the table below.

ExtensionKey featuresPriceSource
Advanced SEO Suite by MirasvitCanonical tags, Robots.txt editing, Breadcrumbs optimization, SEO meta templates, Redirects management$149 – $
SEO Content Optimization by ReloadSEOReal-time content feedback, Keyword analysis, Readability check, SERP preview, SEO dashboard$59 – $149/
SEO Suite Ultimate by MageplazaDuplicate content prevention, Structured data, Advanced rich snippets, Hreflang tags, Page analysis$99 – $
SEO Toolkit by AmastyAdvanced pagination + redirects, Rich snippets, Automated meta tags templates, Unique product URLs, Internal and external crosslinks$299 – $599/1st
SEO Suite Ultimate extension by MageworxSEO templates, XML & HTML sitemaps, Automatic redirects, Canonical URLs, Layered navigation$298 – $
Mirasvit’s Magento 2 SEO ExtensionAdvanced SEO templates, Rich snippets, Adding crosslinks, 301/302/307 redirects, Canonical and relationship tags$149 – $
SEO extensions Magento 2.

This table provides an overview of some popular SEO extensions for Magento 2 with their unique features and price ranges. It is a handy reference for selecting the right extension for your specific needs.

Keyword research and content strategy

This is fairly independent of the CMS and is done by external tools such as Ahrefs and Semrush. Develop a strong content strategy based on thorough keyword research. This means identifying relevant keywords that fit your target audience’s search intentions and integrating them into your website content, paying attention to both readability and search engine optimization.

The importance of quality content

High-quality, relevant content is the key to successful SEO. This means creating content that not only appeals to search engines but is also valuable to visitors. Think informative product descriptions, engaging blog posts, and helpful user guides.

Keyword research and implementation

Effective keyword research reveals the terms and phrases your target audience uses when searching for products or information. Use tools such as Google Keyword Planner to find these keywords and then integrate them into your website content, especially in titles, headers, meta descriptions, and alt tags of images.

By applying these advanced techniques, your Magento 2 site can significantly improve in both search engine rankings and user experience, leading to increased traffic and higher conversion rates.

The importance of mobile SEO

In today’s digital age, mobile optimization is no longer an option, but a necessity. For Magento 2 websites, where a significant percentage of traffic comes from mobile users, it is crucial that the website be mobile-friendly.

This means not only a responsive design that adapts to different screen sizes, but also a user experience optimized for mobile use. Mobile SEO goes beyond appearance; it also includes mobile speed, usability, and easy navigation.

Techniques for speeding up your Magento 2 site

The loading speed of a website is a critical factor for both user experience and SEO. Especially for web shops because of the relatively high number of pages per session. For Magento 2 sites, there are several ways to improve speed. This includes optimizing images, which not only reduces load time but also saves bandwidth.

Minimizing CSS and JavaScript, using advanced caching techniques, and choosing a fast, reliable hosting provider are other important steps. These optimizations contribute to a faster website, which improves the user experience and can increase SEO rankings. Some extensions that help speed up a Magento 2 webshop:

Rocket JavaScript / Deferred JavaScriptThis extension allows you to automatically move all JavaScript code to the bottom of the page.Free (normal price $99)
Image Lazy LoadLoads images only when they are in view of the user, which helps reduce page load time.Free (regular price $79)
Theme OptimizedOptimizes your theme to improve the loading speed of your website.Free (normal price $899)
WebP ImagesAutomatically converts images to the modern .webp format, resulting in faster load times.$159
Magento 2 extensions for speed.

These extensions help improve the overall speed of your Magento 2 website, which is crucial for both user experience and SEO. Improving the speed of your website can lead to better search engine rankings and an improved experience for your customers.


Choosing the right SEO extensions for your Magento 2 site can have a significant impact on the success of your online presence. Each of the extensions discussed offers unique benefits, from improving the user experience to optimizing content and increasing search engine visibility.

By investing in these tools, you can lay a solid foundation for an effective SEO strategy, which will ultimately lead to more traffic, higher conversions and a strengthened online brand image. Remember that SEO is an ongoing process and requires you to stay up-to-date with the latest trends and best practices. With the right extensions and a dedicated approach, you can take your Magento 2 store to new heights in the increasingly competitive digital marketplace.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
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I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 27 December 2023. The last update of this article was on 28 December 2023. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.