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How to do SEO on Magento 2

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How to do SEO on Magento 2?

This is one of the biggest concerns for all users who use Magento for their e-commerce business.

Doing SEO on Magento 2 is a process that requires technique and dedication, but leads to excellent results in a short time.

Who knows how many times you have thought: “Just open an online e-commerce to be visible to all users who surf the web”.

Or, who knows how many times you have used specific tools or plug-ins to manage the SEO activity of your e-commerce on Magento, but without the desired results.

If you are reading this article, we bet you want to know more about how to optimize your e-commerce on Magento.

And right here you will find all the answers to your problem.

Why is it important to do SEO on Magento 2

Magento is the most popular e-commerce platform on the planet.

Its rapid growth and advanced customisation features have prompted entrepreneurs in the sector to choose it as a platform for developing their e-commerce and for improving their online presence and conversions.

SEO or Search Engine Optimization is usually referred to as the “silent killer” of today’s online world.

In fact, through SEO you can bring your business to success in a matter of months.

We could say that SEO is “evergreen”, in the sense that its importance should never be questioned, regardless of the company’s business performance.

If you are using Magento 2 (coming soon) for your online store and want to understand how to build a powerful SEO strategy for your e-commerce, you will find the next steps very interesting.

Follow us in reading the article!

How to do SEO on Magento 2: 9 rules to follow

Although Magento 2 is already an SEO friendly platform, there are some steps you can take to solve some SEO-related issues.

We have selected for you a series of useful tips for the SEO of your e-commerce on Magento 2.

Speed up your e-commerce site

The loading time of your e-commerce pages directly affects how Google evaluates your business: it is in fact one of the major ranking factors in organic search.

If your e-commerce pages load quickly, then there will be a positive evaluation by the search engine, which will reward your site and place it high among the search results.

Here are some simple tricks to speed up your e-commerce site:

  • Upload lightweight or compressed images;
  • Update the code;
  • Enable all caching features.

If you want to know more about loading speed in Magento, we invite you to read this article (coming soon).

If, on the other hand, you want to immediately monitor the speed of your website and view the points that need improvement on the SEO side of Magento 2, you can download Pingdom.

Edit the Robots.txt file

The Robots.txt file tells search engine robots which pages on your site are crawled and which pages should not be crawled.

The Robots.txt file is mainly used to avoid overloading the site with requests and crawling similar or unimportant pages on your site.

On Magento 2 you can customize your robots.txt file from the Design heading, consequently facilitating the reading of your e-commerce pages by search engines.

Avoid duplicate content

One of the biggest SEO problems you can encounter within your Magento e-commerce is related to content, especially duplicate content.

By its nature, e-commerce is structured in such a way as to have a category and several related product pages, with different contents only due to variations in colors, sizes, etc.

This duplication of redundant pages could lead to penalties in search engines.

In this case, if you are an e-commerce owner and if you want to improve the SEO of your site and get better positioning on search engines (coming soon), you should pay attention to the presence of these duplicate elements and eliminate them, avoiding that the same content is on multiple URLs.

How to do it?

Using and setting the canonical meta-tag from the back-end for the Categories, Products and URLs pages.

With canonical tags you will be sure to eliminate all the problems related to duplicate content and to increase the optimization of your e-commerce on search engines.

Optimize HTML and XML sitemaps

Both sitemaps can help you manage indexing of your site: HTML is built largely for users, XML for search engine crawlers.

With a special Magento 2 extension, you will be able to generate the HTML sitemap and include internal and external links within the main menu pages, the Categories pages, the Products pages, etc.

You can decide to have the HTML sitemap appear at the bottom of the e-commerce site by listing all the pages and facilitating user navigation within the menu through the links to the pages.

Don’t worry about the update: in Magento 2 your HTML sitemap will be automatically updated every time you change something inside your online store.

With Magento 2 you can also configure the XML Sitemap, a file containing all the pages of your site.

Magento 2 specific functionality allows you to enable or disable SEO optimisation for homepage and adjust the settings related to Category Options, Product Options and CMS Pages Options according to your need.

If you enable the XML sitemap, you can provide users with some information about the pages they are visiting; such data includes:

  • The last time the site was updated;
  • The frequency of such updates;
  • The importance of a specific page compared to the others on your e-commerce site.

This site map is of paramount importance as it helps search engine spiders to understand the structure and content of your site more easily and promotes a higher ranking and click rate for your e-commerce pages.

Use long tail keywords in product names

The greatest SEO experts state that it is important to use long tail keywords (coming soon) because these are the terms that potential customers type into search engines to buy online.

The same rule applies to the SEO optimization process of your e-commerce on Magento.

The ideal format for a product name is {brand name} + {product name}.

Optimise Images with the Alt Text Attribute

One of our Magento 2 SEO tips is to never forget to optimize your product images to improve your search engine rankings.

Make sure all images have a suitable alt tag that describes the images, as search engine crawlers cannot “see” the presence of the images without the tag.

For this, you need to add the correct alt text to tell search engine crawlers what kind of image is on that page and allow for a high ranking in the SERP based on your chosen keywords.

Here are some important points to consider when creating image alt text:

  • Always use an appropriate description using relevant keywords;
  • Give your images an informative, non-generic name that describes the product;
  • Use short and clear alt text tags.

Rich Snippet

One of the prominent functions of Magento 2 from an SEO perspective is the possibility of directly integrating rich snippets without using extensions or plug-ins.

Specifically, within the Magento 2 rich snippet you can enter the meta title, URL and meta description for each page of your e-commerce site.

By filling in these fields, you will decide which content will be displayed on search engines, you will give the right visibility to your product pages and, if you use relevant keywords, you will have the certainty of positioning your Magento 2 e-commerce on the SEO side.

Meta Title

Meta tags play a very important role in optimizing a website on search engines.

And the meta title is one of the fundamental ones: the SEO title must be entered in this field, i.e. the one that search engines will use to position your e-commerce site as high as possible.

The SEO title is not that different from the title of a book, with the only difference being that the choice of keywords to insert is an essential factor for good positioning in search engines.

Meta descriptions

If the meta title helps readers understand the main topic of your site page, the meta description offers a brief summary of the topic in a few lines.

The meta description may not influence the positioning of your e-commerce site, but it is an excellent tool to attract the user’s attention and encourage clicks on your page.

The positive thing is that with Magento 2 you can edit all the meta tags from a single screen and get suggestions when filling in the fields to improve the SEO of your e-commerce.

URL Keys

The inclusion of keywords in the URL of each page of your e-commerce is fundamental from an SEO perspective.

In particular, it is preferable that the URL is concise, precise and unique and that it contains relevant keywords for the type of product/page to which it refers.

In fact, adding keywords in your URLs will allow you to improve the positioning of the pages in the Google SERP.

Change the title and meta description of your Magento 2 e-commerce site

When you install Magento 2 and open your online store, the platform assigns a default title and meta description.

However, they need to be modified: it is possible to optimize these elements on Magento 2 on the SEO side in the appropriate section, dedicated to Content Configuration.


  • For the title tag use 50-60 characters;
  • Please use a maximum of 160 characters for the meta description.


Get quality links to your online store

Make sure you have an appropriate internal and external link building strategy.

This move will not only improve your website’s positioning on Google (coming soon), but will generate traffic to your e-commerce and will improve the user’s browsing experience. integration

Every SEO expert in the world will tell you how important integration is. allows you to order, in special fields, all the structured data of your e-commerce in such a way as to make them easily readable by search engines.

No more confusing or boring data.

You will provide detailed information on a certain product, event and/or service and you will optimize all pages of your site for search engines, appearing high in search results based on the keywords entered by users.

Let’s take an example to better understand how it works.

If we are a shoe store located in Chicago, we can enter structured data in the company name, address, telephone number and other fields.

As far as an e-commerce site is concerned, it is important to enter the “Product” structured data and fill in the forms.

Google knows that there is a product on that page and there is the possibility for the user to buy it. includes a lot of structured data. To set up some of them, you need to know the basics of the HTML language or you can make the job easier with some extensions.

For example, through plugins like All in One Rich Snippets or Rich Snippets Suite and Mageworx Extended Rich Snippets, you can implement any structured data in WordPress.

Why request an SEO consultancy for your Magento 2 e-commerce

After reading these points, we are sure that your business will undergo a rapid SEO improvement.

SEO is imperative for any e-commerce store to improve performance and to get higher rankings in popular search engines.

Furthermore, it gives you the possibility to reach your target customers, to obtain a good reputation of your brand and to increase your sales and therefore the profits.

Not ready to manage the process of optimising your e-commerce site on Magento 2 on your own?

No fear! Magento, despite being the “Ferrari of e-commerce” as a CMS, is considered one of the most demanding e-commerce platforms in terms of development and optimisation for search engines.

It therefore comes as no surprise to know that you are thinking of asking for support from a good SEO consultant to improve or solve some problems of your e-commerce on Magento 2.

GSE StudioWeb may be the solution you are looking for.

If you want to request advice from our industry experts, fill out our contact form.

Our friendly staff is ready to solve all your doubts and respond to your requests in a timely manner.

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