Magento 2 SEO Guide: Features, Tips, and Best Practices

Table of Content

Magento 2: a Full Overview of Default SEO Features
Posted in: SEO Optimization

Search engine optimization or SEO in Magento is one of the key factors for the success of your e-commerce business. While off-page Magento 2 SEO, including citations and links pointing to your site, is crucial, you should never overlook on-page optimization. It is within your full control and can bring immense impact when implemented properly.

Dive into our top Magento 2 SEO tips and best practices, and see for yourself the impact it can have on your Magento SEO strategy.

Key Magento SEO Features

SEO Magento has the following key features that we'll be analyzing in this article:

Meta tags for products

One of the main aspects of Magento SEO is Meta tags. The importance of Magento meta-information cannot be overestimated. Your site needs them to rank high and look attractive in SERPs. Product pages are most important for Magento e-commerce SEO, so I’ve decided to start with them.

There is one new SEO Magento 2 feature that you will like: Fields Auto-Generation. It helps to set templates for product metadata. They are applied on a global level.

The setting can be found under Stores > Configuration > Catalog > Product Fields Auto-Generation:fields auto generation magento 2

This is a great tool that will save you lots of time for Magento on-page SEO, especially if you have many products. However, there are some drawbacks I must point out: 

  • As auto-generated fields are set up globally, you can’t change them for products found in particular categories, say, for men's and women's clothes.
  • Currently only 3 placeholders are supported: {{name}}, {{description}} and {{sku}}. This doesn’t provide much pliability.
  • Adjustments you can make in these global settings are not retrospective, i.e. they won’t be applied to the existing products. It’s not convenient if you’ve found a misspelling or just want to change something quickly.
  • The {{description}} placeholder may not be the best choice for Meta Description Mask if the product descriptions are long which is probably true for most stores (and it’s OK as they are the main content on such URLs). So if you use {{description}}, you will probably get something like this:

Magento 2 SEO - a bad example of product meta description

To sum it up, while a new Product Fields Auto-Generation feature is a great perspective, it is quite basic and limited right now.

Alternatively, you can edit a Magento 2 meta title and a Magento 2 meta description right from the product page settings: Catalog> Product > Edit > Search Engine Optimization:

search engine optimization magento 2

These settings will overwrite the data set globally via Product Fields Auto-Generation. This way, you can customize product titles and meta descriptions, but it will be extremely time-consuming if you have many products as you will have to make changes on a one-by-one basis.

To overcome these limitations and extend the default possibilities, we developed the Meta Tags Templates extension. With its help, you can not only create templates for meta titles, meta descriptions, and keywords but also set up H1, descriptions, and image alt for categories, subcategories, and products.

SEO-friendly URLs for products

A product URL in Magento 2 is created per the SKU number you’ve specified. But you can change or edit the URL if you need it. This feature is located in Product > Basic Settings > Search Engine Optimization.

To use SEO-friendly URLs in Magento 2, you need to enable URL rewrites in store settings.

  • Go to Stores > Configuration > General and click on the Web tab
  • Open the Search Engine Optimization section
  • Set the Use Web Server Rewrites field to Yes
  • Save the changes and clear the cache

But if you want to generate product URLs automatically, you can use the Unique Product URL extension. Once you have set up this extension, it will work automatically without any attention required.

Meta tags and SEO-friendly URLs for categories

For category meta description Magento lets you edit a store view level in Stores > Configuration > General > Design > HTML Head. This can be overwritten on a category level at Products > Categories > Search Engine Optimization:

category URL magento 2

Here you can also choose a URL for the category according to your needs.

Another way, how you can make URLs more SEO-friendly is by enabling URL rewrites. This tool optimizes URLs by deleting unnecessary words like index.php. that have a low impact on performance or site rank.

Read more: How to Enable Web Server Rewrites

Meta tags for Home page

Magento 2 will continue the tradition of Magento 1 and set the default main page title to – guess what? – Home Page, right. So one of the first things you should do when you switch to Magento 2 is to customize this important tag.

  • To edit Magento 2 page title, go to Content > Pages
  • Open Home Page in the edit mode
  • And add a custom title in the Page Title field
  • Save the changes.

home page title magento 2

In Magento meta keywords and titles can also be changed on the Search Engine Optimization tab.

Prefixes and suffixes for title tags

If you need to add your company name or anything else either at the end or the beginning of your title tags across all site pages, you can do it in Stores > Configuration > General > Design > HTML Head:

Set up suffix and prefix for title tags

Images optimization

Image optimization plays a vital role in site speed. The latter affects your site rankings: the faster your site is the more ranking ability it has. Unfortunately, Magento 2 doesn’t have out-of-box tools for image compression.

In Magento 2 you can add alt attributes for product images in Product > Edit > Images And Videos > Image > Alt Text.

And please change the alt text for your logo image from “Magento Commerce” to something related to your brand in Stores > Configuration > General > Design > HTML Head > Header:

Magento 2 SEO - alt text for logo image

Read more: How to Optimize Images for SEO

Unique Content for SEO with Magento

I have already pointed out many duplicate content issues that can be found on most e-commerce sites. The good news is that Magento 2 has some out-of-the-box tools to solve many of these SEO problems.

Canonical Tags

A canonical tag, also known as a canonical URL, is a URL that you mark as a preferred search engine. Thus, Google bots know which pages they need to crawl first.

If you don’t use canonical tags, Google can take any page from your site and show it in search, even the one you don't want to show. What's more, it will crawl both pages, which means that Google's bots will spend limited resources on pages you don't need, and won't reach the ones you want to show up as soon as possible.

To enable canonical tags for categories in Stores > Configuration > Catalog > Search Engine Optimization:

canonical magento 2

This setting guarantees that canonicals are also applied to sorted and filtered pages, i.e. the ones with product_list_mode=list, product_list_order=name, etc. This minimizes the chances of thin content occurrences on your site.

However, there are a few things to remember: 

  • Instead of canonicalization, pages with sorted or filtered results can be no-indexed either by setting up exclusions in Google Console or by adding meta robots META NAME="ROBOTS" CONTENT="NOINDEX, FOLLOW" to such URLs. But the latter is quite problematic since there is no default option for this in Magento 2, I’ll write about it in detail below. Mind that either canonicals or no-index tags should be used, not both entities simultaneously.
  • If you want to utilize pages with applied filters and/or sorting options for SEO by creating landing pages, you can achieve this only with a special extension like Improved Layered Navigation for Magento 2.
  • If you choose to set “Yes” for Canonical Link Meta Tag for Categories, canonical tags will be applied to paginated results too.  

Category path in product URLs

If you navigate to Stores > Configuration > Catalog > Search Engine Optimization, you’ll find an option to choose whether to enable or disable showing category paths in product URLs (see the image above, 3). These category indicators are good for indexing and clearly show the logic of store navigation. There are a few scenarios for using this setting in combination with canonical tags: 

  • You can choose not to add a category path to a product URL. In this case, there won’t be any threats of potential duplicates.
  • If you add category paths to product page addresses and don’t enable canonicals, you might face duplicate content issues.
  • If both category paths and product canonicals are enabled, each product page will have a canonical pointing to itself without any category indication. Concurrently, each product URL will have a category path in its address and be accessible from all the categories you’ve added it to. 

Control of Site Indexing in Magento 2 SEO


One of the greatest improvements of SEO with Magento is the ability to edit your robots.txt file right from the Magento 2 admin panel.

  • To generate robots.txt in Magento 2, go to Content > Design> Configuration
  • Find the line Global, click the Edit link, and open the Search Engine Robots tab
  • Edit custom instruction of robots.txt file 
  • Save Configuration

Magento 2 SEO guide - edit robots.txt

This is quite handy, isn’t it?

Your robots.txt file can be accessed at which is the right place for it.

Though a default configuration of robots.txt is ok, you would probably want these directories disallowed as well: /catalog/product_compare/, /catalogsearch/, /wishlist/. See the list of custom instructions for robots.txt.

Meta robots

As you can see in the image above, default meta robots in Magento 2 are set to INDEX, FOLLOW which is correct if you want your site to be indexed by Google.

However, you can’t customize it on a specific page. For example, if you create a duplicate product to set up an experiment in Google Analytics, you will have to find a way to restrict search engines' access to this page. You could add such URLs to the robots.txt file but this doesn’t always work as expected.

XML Sitemap

Magento 2 provides many useful settings when it comes to generating an XML sitemap, you can find them in Stores > Configuration > Catalog > XML Sitemap:

Magento 2 sitemap configuration

The most important changes are the following:

  • All the images can be added to the sitemap automatically
  • There is an option to submit the URL of your XML sitemap to robots.txt
  • You can set the number of pages per file as well as the maximum file size

And now here is some bad news: 

  • There is no opportunity to choose which product types should be added to the XML sitemap: grouped, simple, configurable, etc. You may want to add only one type, for example, if you have configurable products that consist of two or more, say, software versions. Each version is a simple product and will be automatically included in the sitemap, while you need to include the configurable version only
  • An option to add images to the XML sitemap is certainly great, but what about other file types? If you want to include PDFs, Microsoft Word files, etc., you will have to add them manually
  • You can’t exclude or include particular pages if there is a need for that 

HTML Sitemap

Unfortunately, no HTML sitemap is available in Magento 2 out of the box, so you’ll need customization or an extension to create one.

Additional changes in SEO Magento 2

Suffix for Product and Category URLs

This new e-commerce Magento SEO feature helps to set up a suffix for your store pages: Stores > Configuration > Catalog > Catalog > Search Engine Optimization:

Magento 2 URL suffix

In theory, you can use different suffixes for products and categories. But you will hardly benefit from that as users expect to see an identical URL structure within one site.

Moreover, using different suffixes may lead to numerous 404 pages: changes you make in these fields are retrospective but no redirects are created automatically.

So, if you used to have a product at and changed the product page's suffix to .ht, your former page will return a 404 error, so be careful with such significant changes.

Magento microdata, or rich snippets in Magento 2

This is a great innovation of Magento 2 SEO and I’m sure merchants will be happy with it. All product pages have microdata added to them by default.

There are no settings available: they are not necessary as almost all important tags are included:

Magento 2 seo: Google Rich Snippets

You may ask why I wrote “almost” above. Well, there is a reason for that: while Magento 2 default microdata will help to get rich snippets in Google SERPs, it is still rather basic.

For example, it’s missing “Availability”, provided by Magento 2 schema markup. You can compare the results from a page which uses the Google Rich Snippets extension:

Magento 2 Google Rich Snippets by Amasty

As you can see, much more info is provided to Google in this case thanks to the use of Magento schema among other things.

Additionally, only product snippets are available in a default Magento 2 configuration; if you want to add breadcrumbs, organization or search box markup, you will have to do it yourself or with the help of Magento SEO extensions.

Google Analytics and Magento 2

Magento 2 offers a handy tool for adding a Google Analytics tracking code to your store: Stores > Configuration > Sales > Google API > Google Analytics:

Enable Google Analytics in Magento 2

All you need to do is to enable Google Analytics and add your Tracking ID which can be found under Admin > Tracking Info in your GA Account.

Read more: How to add Google Analytics to Magento 2

Another great point is the ability to enable content experiments. If you do that, you will be able to add a Google Analytics Experiment code to a product page section: Product > Advanced Settings > Product View Optimization:

Magento 2 SEO Google Analytics experiment code

However, you will still need to create a duplicate product page and add a no-index tag to it. Generally, other aspects of setting up split tests in Magento didn’t change.

Google AdWords and Magento 2

Magento 2 developers decided to do their best and made Google AdWords implementation much easier for merchants. By navigating to Stores > Configuration > Sales > Google API > Google AdWords, you will see all the needed settings:

Magento 2 integration with Google AdWords

Conversion ID, Format, Color, etc. can be found in your Google AdWords account.

It may not be obvious, but you can improve SEO by changing the settings of the Improved Layered Navigation extension. Too long URLs, filtering results crawling, similar content, all these problems can be managed by the right settings combinations.

  • block everything from indexing;
  • add brand pages to indexing;
  • make filtered results more appealing.

Read more: Improved Layered Navigation: Best Settings for Magento SEO

Magento 2 SEO Tips

Setting up SEO for Magento e-commerce can be challenging. You can see that a lot of things have been done to improve SEO in Magento and provide more sufficient Magento SEO help to businesses. While these new settings are useful for e-commerce Magento SEO, most of them are too basic and offer minimum to no flexibility when it comes to real stores and products. Basically, it breaks into 3 types of actions. 

First, you can make sure your URLs are properly optimized with relevant keywords. For example, instead of a generic product URL like "," use something like this properly optimized URL example "" Next, take advantage of Magento's built-in search engine by enabling Elasticsearch and optimizing search terms for your products. Finally, be sure to follow Magento and SEO best practices such as using Magento meta keywords, adding descriptive meta titles and descriptions, and using alt tags for images.

By properly setting up SEO in Magento and following our Magento SEO tips, you can improve your website's visibility and search engine ranking. If you still have any questions, please do ask them in the comments and Amasty's Magento SEO consultants will share their insights.

Frequently asked questions

Here's a Magento SEO checklist:

  • Conduct targeted keyword research.
  • Create enticing meta tags.
  • Generate and submit an XML sitemap for improved indexing.
  • Utilize clean, descriptive URLs.
  • Ensure a responsive design for mobile optimization.
  • Optimize site speed.
  • Implement structured data for rich snippets.
  • Enhance navigation and user engagement for a positive user experience.
  • Build quality backlinks for authority.

Magento SEO best practices for 2024 include optimizing for Core Web Vitals, prioritizing mobile responsiveness, leveraging structured data, focusing on user experience, and regularly updating content. Additionally, prioritize site speed, secure connections (HTTPS), and strategic use of keywords in meta tags and content.v

Small businesses searching for a proficient Magento developer or SEO specialist can seek recommendations on platforms like Magento forums, LinkedIn, or Upwork. Evaluate portfolios, check client reviews, and prioritize effective communication. Choose Magento SEO services from Adobe-certified providers.

Choosing between Shopify and Magento for SEO depends on your needs. Shopify, with built-in SEO features, suits small to medium-sized businesses. Magento, ideal for large enterprises, offers robust customization. Both thrive with the right optimization strategy

January 13, 2022
January 13, 2023
December 21, 2022
April 30, 2016
Do you know if Magento 2 is supporting Google Analytics Enhanced ecommerce tracking? If not, do you have any plans on developing this as a module?
Kristina Azarenko
May 2, 2016
Hello Martin, Currently there are no default settings for GA Enhanced eCommerce tracking in Magento 2. We are considering creating a special extension for that, but these are long-term plans.
May 2, 2016
Hi Kristina, Okay thanks for the answer. I hope someone is looking into this, and I wondering why Magento didnt do it themselves. Keep up all the good work you guys do
May 5, 2016
I need easy bulk update extension for Magento 2
Ksenia Dobreva
May 5, 2016
Hey Masuk, I'm not sure what you mean here. Maybe it's <a href="" rel="nofollow">Mass Product Actions</a>?
July 5, 2016
Simply Magento 2 is SEO friendly and it provides all the best features as compared to another e-commerce platform. This is really an amazing article with full details. Thanks for sharing it with us.
Kristina Azarenko
July 8, 2016
Thanks for reading ;)
July 19, 2016
Magento 2 is better option compared to other e-commerce platform. Thanks for the great post.
August 21, 2016
Hi Kristina-as a novice to seo, how will I know if my developer did all that needs to be done for seo during development of new magento 2.x site?
Ksenia Dobreva
August 24, 2016
Hey Mir, thanks for your question. Looks like you need to go through the points manually, because there is no tool which will automatically check everything you need. Good luck!
September 8, 2016
This is a great article Kristina, really appreciate your effort of creating such a wonderful content for the community!
September 10, 2016
Is it worth hiring someone with experience to carry out the link exchanges, or do you do it ourselves? Added to Reddit, someone will like it
September 20, 2016
Come visit my site, I tried working in some kind of search engine optimisation but it didn't work though Added this on my wall, very interesting
Alex Plotnikov
November 1, 2016
This is some awesome Magento 2 goodness:) Those shortcuts in the infographic are perfect for marketers and store administrators, who usually don't fiddle with the settings. Great stuff. Thank you for sharing. On a side note, Magento did step up their SEO game recently and posts like these really highlight the opoortunities.
Ksenia Dobreva
January 11, 2017
Thanks for your feedback, Alex!
January 10, 2017
Since Magento 2.1.x the HTML Head section has been moved under Content/Configuration, not Stores/Configuration.
Ksenia Dobreva
January 11, 2017
Hey Tom, thanks for pointing out, you're absolutely right. We will correct the infographic.
January 15, 2017
This post is worse to read and save as a note. When I just started to work on Magento 2 I have saved a lot of time with this guide. Otherwise, I'd have to googling for a couple of hours.
Alexandra Zhos
January 16, 2017
Thank you, Anjey, for your positive feedback:D
January 20, 2017
thank you for one more useful article, guys. i have removed the index.php from all the url’s as they were causing some issues, but i noticed that the sitemap.xml’s output is still includs the index.php url’s for the sitemap. do you have any idea how to omit the “index.php” from the sitemap’s url?
Alexandra Zhos
January 21, 2017
Hi, Ray, thanks for the question. It’s hard to say what it is exactly as it could be a number of things. Are you sure that a new sitemap has been generated since you removed the index.php part from the URLs?
Caltik Bros
March 20, 2017
Hi Kristina, Thank you for you blog. Can you help me by the following issue; we can't get the meta tile and description live on the homepage of the site; and
Kristina Azarenko
March 27, 2017
Hi, Have you checked this section Content -> Pages -> Home Page -> Page Information? If you've created the meta data there, don't forget to clear the cache. Additionally, you might be using some meta data plugin that is blocking your changes. There are many variants why you can't get the meta data, and it is hard to discover the real problem just looking at the frontend.
May 29, 2017
> Each version is a simple product and will be automatically included into the sitemap Not always true. Child items are not added to sitemap if their Visibile = "Not Visible Individually". > Mind that either canonicals or noindex tags should be used, not both entities simultaneously. Really? Any proofs? I've never heard about that... :(
Kristina Azarenko
June 22, 2017
Thanks for your comments. > Child items are not added to sitemap if their Visibile = “Not Visible Individually”. This makes sense. Why would you need to list a page in your sitemap if this page cannot be accessed by URL and thus will not be indexed anyway? > Really? Any proofs? I’ve never heard about that… Yes, you can read this And if you look at this point more closely, you should understand that by adding 'noindex' to a page you ask Google not to index it, and it won't in most cases. So Google won't see your canonical tags. Additionally, you'll waste authority (if there is one) of a noindexed page.
Anna M
June 28, 2017
You say microdata is added to snippets by default. Why then snippets are not displayed in search results for my site?
Alina Bragina
July 3, 2017
Hi Ann, thanks for your question! You need to know that rich snippets display is not guaranteed by Google. It may view your site or markup unreliable and inconsistent. Or simply, marked up content hasn't been discovered yet and rich snippets haven't appeared in results. Besides, you need to know that in Magento 2 default setting only product snippets are available. Thus, if you want to add breadcrumbs, organization or search box markup, you will have to do it yourself or with the help of an extension. For instance, you may use <a href="" rel="nofollow">Google Rich Snippets</a>.
July 4, 2017
Do you happen to know how to add pdfs to my xml sitemap?
Alina Bragina
July 26, 2017
Hello Casey, thanks for your question! If you want to include PDFs, Microsoft Word files, or some else formats to your XML sitemap, you will have to add them manually, because they are not supported by Magento 2 native settings, despite images for XML sitemap.
July 26, 2017
What exts recommend me to use for html sitemap?
Alina Bragina
July 26, 2017
Hi McMurty, thanks for your question! For this needs you can apply our <a href="" rel="nofollow">HTML Sitemap extension</a>.
August 10, 2017
Hi Amasty, thnx for the highly useful post! Though some pathes differ from my 2.1.9, all info is relevant.
Alina Bragina
August 14, 2017
Hi there, thanks for your feedback! We are glad to share our experience and be helpful.
August 17, 2017
Ok, but wait...can't I add new microdata for rich snippets without any add-ons?
Alina Bragina
August 21, 2017
Hi Ladd, thanks for your question! You see, all the settings that go right out of the box in Magento 2 are described in the post , which means that any additional microdata can be added only using a special extension. You can try our <a href="" rel="nofollow">Google Rich Snippets</a>. It will allow you adding product images, short description, stock availability and other useful data.
August 28, 2017
Hi Kristina, Its very nice that you give the Magento seo tips! Thanks.
Alina Bragina
September 13, 2017
Hi Tamika, thanks for the great feedback! We are glad to be helpful to our readers.
October 11, 2017
I used google optimizer for experiments with pages for m1. Now I switched to m2 and know I can make it via the backend. But should I close one of the duplicate pages from indexing or it will be closed automatically?
Alina Bragina
October 15, 2017
Hi there, thanks for your question! That's true, Magento 2 offers Product View Optimization for content experiments. However, you still need to create a duplicate product page and add a noindex tag to it.
October 19, 2017
Can I customize product groups for meta tags auto-generation fields?
Alina Bragina
November 17, 2017
Hello Bruce, thanks for your question! Yes, sure, you can create custom meta tags for products but only manually. It may be pretty time-consuming, but definitely good for SERPs needs.
Brandon Manuel
December 14, 2017
hi, I had different suffixes for products and categories. Then I led them to a general view and added .html to all of them in seo settings. Now I see too many pages are redirected to 404. What can I do with that?
Alina Bragina
January 4, 2018
Hello Brandon, thanks for your question! So if you changed the pages suffixes, your former pages will return a 404 error. You can rollback the changes or review the pages manually via the admin panel to return the previous suffexes or redirect the pages.
January 25, 2018
I enabled google analytics in m2 but have no idea if it already works or not. How can I get it?
Alina Bragina
February 13, 2018
Hi Leo, thanks for reading us and for the question! The most vivid and simple way to check it is to switch to Real-Time Analytics in your GA. See <a href="" rel="nofollow">here</a> to learn more abou it.
Manoj khatri
July 6, 2018
It's a great article. I have recently developed my eCommerce website and very happy with Magneto. And the article really helped me
Alina Bragina
December 22, 2018
Hi there, thanks for reading and your kind words!
May 21, 2019
Hello , i have magento 2 seo suite , but robots.txt is displaying path to default magento sitemap /robots.txt not the path to amasty sitemap /pub/media/google_sitemap_1.xml , how can i fix that ?
Alina Bragina
May 24, 2019
Hi there, I've passed your questions to our dev. team to check this case locally. To help you out faster, you can write the path manually or address our [email protected] with a ticket, they'll be happy to solve this. Also, please check your module version. If it's not the latest, <a href="" rel="nofollow">update it</a>. Thanks for choosing our products!
July 2, 2019
Hi Kristina, I have found this article very informative and interesting. Every aspect of this article is very helpful. You took your time to arrange it and it is also simple to understand with the help of images as well. Thank you so much.
Alina Bragina
July 9, 2019
Hi Matt, thanks for sharing your feedback!
October 29, 2019
January 27, 2020
Thanks for all this information! But could you help me with the SEO bottom title and SEO bottom line found on the categorie pages? What does it mean and in which way it helps you for your SEO? Tahnks in advance!
Polina Litreyeva
February 3, 2020
Hello, Amelie. Could you please give a little bit more details about what exactly you are interested in category pages optimization? Thank you in advance!
April 29, 2020
Using Amasty SEO plugin for Magento2, love it! One practical issue I run into though. We alter the original category URL's to SEO friendly slugs. They get indexed by Google perfectly (so far so good). However when I look at them in Google Analytics (to check for most populair landing pages for instance) then only the original - ID version - url's are shown in Google Analytics, so this is very unconveniant. Is there any way to make the SEO friendly url's slug's the url's shown Google Analytics as well?
Polina Litreyeva
May 14, 2020
Hi Bram, thanks for using our extension and for the question. Pity you’ve come up with the issue. You see it’s difficult to answer from here. But you can <a href="">contact our support team</a> to view the problem in detail. We’ll see what we can do with it. Thanks in advance!
January 13, 2021
Hi, Can you tell me how to improve the performance of Magento 2?
Polina Kratovich
January 22, 2021
Hello, sure! You can check out the guide on <a href="">Magento 2 speed optimization</a>, or, if you need personalized help, you can use our <a href="">Magneto optimization service</a>.
August 27, 2021
Hi, I have a question, When i search my website at google, First link is showing is but other link is showing without www How it will show www in all links in magento 2.
Vladimir Derachits
September 17, 2021
Hi Umer, the problem may be that your redirects are set incorrectly. They should be set from http to https and from www to without. If they are set correctly, then google will replace them soon.
November 7, 2023
This is a really informative article with lots of great ideas. Could you please tell me what software you use to run your incredibly fast website? I also want to create a simple website for my business, but I need help with the domain and hosting. Asphostportal reportedly has a good reputation. Are there any other choices available, and if so, what would you suggest?
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