Adobe’s Magento, now called Adobe Commerce, remains one of the most popular and reliable e-commerce platforms available for retailers of all types. However, it’s crucial to optimize it for good search engine optimization (SEO) to ensure people find your Magento site and pages in search engines.
Here, we’ll go over some SEO essentials for Magento and give you some tips for effective optimization.
How Does Magento SEO Work?
SEO for Magento works much like it would with any other website.
For good Magento SEO, you’ll need to incorporate certain technical, on-page, and off-page SEO elements that collectively help your pages rank. Components like headers, title tags, content, keyword usage, and others will help your website rank if you know how to optimize them and practice good website care. Google and other search engines look at each component when crawling a website, using signals from them to determine how to rank them—well-optimized and user-friendly pages tend to rank higher than their poorly optimized counterparts.
Keep in mind that e-commerce sites using Magento and other platforms tend to be harder to rank because of their size—these sites could have as many as several thousand product pages, many of which might not rank well or could compete with each other in what’s known as cannibalization.
Knowing what exactly SEO entails for Magento pages will enable you to outrank competitors and get your website to truly shine online.
Steps for Optimizing Magento Pages for SEO
Here is a guide to help you get started with SEO for Magento pages. Following these steps will help you develop an optimized site that ranks well and helps people find your site in search.
1. Use SEO-Friendly URL Structure
One major element to think about is URL structure. SEO-optimized URLs will be short, easy to read, lowercase, and consistent in their content.
Make sure all pages on your site use a logical URL structure based on hierarchy and content. For example, a highly specific category page might look like “[example.com]/shoes/high-heels/,” while a specific product page in this category might look like “[example.com]/red-[brand-name]-high-heels.”
In the process, remove “.html” extensions from all of your product and category pages, as this will help eliminate potential issues if you decide to migrate to a new website.
Additionally, keep category URLs in Magento short by eliminating the default “/category/products/” string. You can do so in Magento’s backend by changing the default option “Use Categories Path for Product URLs” to “No.”
2. Include Canonical Tags for Product and Category Pages
Canonical tags will help your category and product pages rank even higher by giving more context about page content to Google. However, Magento doesn’t automatically set them, so you’ll need to do this yourself.
In regular Magento, you can have the platform automatically include these tags by selecting “Stores > Configuration,” and then selecting “Catalog” in the dropdown menu. In here, click “Search Engine Optimization,” which will prompt another dropdown. Choose “Yes” for “Use Canonical Link Meta Tag for Categories” and “Use Canonical Link Meta Tag for Products.” You can then save this option and Magento will automatically use canonical tags going forward.
3. Optimize Robots.txt and Sitemap.xml Files
You should also optimize your robots.txt and sitemap.xml files, which allow search engine bots to crawl and subsequently index your site. If these are poorly optimized, Google may not be able to find your site, let alone rank it. At the same time, you want to limit the number of pages Google needs to crawl on your site—not every page will be worth ranking.
For example, you might not want Google to rank login pages, shopping carts, or internal search engine pages. If you want to determine which pages rank based on robots.txt, you can go into “Content > Design > Configuration” and go into the “Store View,” selecting “Edit” from there. You can then go into the “Search Engine Robots” dropdown menu and type commands within the “Edit custom instruction of robots.txt file” form.
In addition to robots.txt, create your sitemap.xml file to allow Google to find the URLs you actually want to rank. You can do so by going into “Marketing > SEO & Search > Site Map,” then clicking the “Add Sitemap” button. Type in “sitemap.xml” in the “Filename” field and select the URL connected to your file. You can then save and create it.
4. Use the Correct Headings
Another item to consider is the proper use of heading tags, which help break up content and have more SEO weight than body text. Examples of these include H1 headings for on-page titles, along with subsequent H2s, H3s, etc., beneath them in their own hierarchy.
To get the most from your headings on Magento, take the following steps:
- Avoid using H1s to wrap around images or logos, as they should be text-only and feature relevant keywords.
- On product category pages, don’t use H2s for product names.
- Only create a single H1 per page, which functions as the title, and try to keep it brief.
- Under H2 subtopics, include H3s for any subtopics within, and use H4s and so on as you get deeper into the subsequent subtopics. Most pages, especially on e-commerce sites, will consist of H1s and H2s only, with the occasional use of H3s and H4s in blog posts and other text-rich pages.
5. Write Optimized Meta Descriptions and Title Tags
When it comes to off-page SEO, a critical step is to optimize your title tags and meta descriptions, which make up the metadata that people see in search results.
Title tags are the blue titles people see first, and they should be no longer than 60 characters or 575 pixels. Meanwhile, meta descriptions are the little descriptions of what the page is about just below the title. Keep your descriptions no longer than 155 to 160 characters, or no longer than 920 pixels.
Also, use relevant high-volume keywords in title tags and keep them similar to the H1 on your page.
Get Help With Magento SEO
With a better idea of how and why to optimize Magento pages for SEO, you can take steps to improve your rankings across your website.
If you need some help with SEO for Magento, reach out to the experts at Kore Media and find out what we can do for your e-commerce site, including SEO, paid advertising, website hosting, web design and development, and much more!