SEO capabilities of Magento 2

In the eCommerce industry, appearing as high as possible in search results is the primary strategy to attract more customers. The high ranks in Google search mean that more users will be exposed to your store, and it is the best type of advertisement for online businesses. Thus, working on search engine optimization (SEO) of an eCommerce site is among the top priorities to drive more customers to a store. We will review the default SEO features available for the Magento 2 sites and discuss the additional capabilities.

Default Magento 2 SEO settings

The basic SEO capabilities of Magento 2 are decent, considering that this eCommerce platform relies on additional customization and modules to create a truly great and unique store. The default features allow customizing metadata (keywords, tags, titles, description) to optimize a site for search engines. Initially, one may change the metadata of pages (e.g. Home page) from the Content Section on the dashboard and then choose Search Engine Optimization tab.  

Subsequently, it is important to customize the metadata of products, categories, and other parts of a website to rank better in the search. Also, creating an XML Sitemap on Magento 2 is a crucial step to actually enable the indexation of a site and allow Google to analyze a website for search optimization. To configure the XML sitemap, navigate to it from the Stores Section and choose the XML sitemap.  

Also, it is vital to create a Robots.txt file which determines which pages should be indexed and which should not. This file can be customized from the dashboard by choosing a store and following a section Search Engine Robots. In addition, the specific customization instructions in Robots.txt can be made in the Edit Custom instruction of robots.txt file.

Another essential SEO feature in Magento 2 is the configuration of alt text for images. This customization feature is crucial to assign content to images so that search engines can recognize them and include them in the search results. The basic Magento 2 configuration allows customization of alt text for the logo, product, and other images on pages. These settings can be found in the Content section > Design > Configuration.

Lastly, Magento 2 integrates Google Analytics and Google Adwords to get the data on the traffic and launch more effective marketing campaigns with the best SEO practices.

Magento 2 SEO additional capabilities

Besides the basic Magento SEO settings, there are also ways to improve the search ranking of an eCommerce store by making custom changes in the code or installing extensions. One of the most crucial benefits of SEO extensions for Magento 2 is that they simplify the site optimization process. Additionally, these extensions provide recommendations regarding effective SEO practices. For instance, the popular extension Magento 2 SEO Extension by Mageplaza brings more options in search optimization, a checklist on what has to be configured, and instructions on how to appear higher in search results. 

Magento 2 SEO Extension checklist. Mageplaza.

This extension helps to create XML and HTML maps more easily and remove duplicated content to improve the rankings of a site. The features of similar SEO extensions are related to better configuration of SEO settings, advanced breadcrumbs, convenient toolbar, and SEO reports to analyze a site’s performance in search results. Thus, additional SEO capabilities on Magento 2 are aimed at improving the existing default features and making them more effective.

Even though extensions make search optimization more convenient, it is still crucial to have a professional who is in touch with SEO trends and technologies. Without proper strategy and knowledge of SEO practices, search optimization can just be ineffective at the very least or even mess up the site’s ranking at worst.


All in all, one may admit that out of the box, Magento 2 provides important SEO capabilities which can improve the rankings of any store in search results. Nevertheless, the configuration of pages and SEO settings can be complicated for users with no technical and SEO experience. In such cases, using SEO extensions is a great way to simplify the process of setting up a site for the best search rankings and getting checklists and instructions on what exactly should be done for effective search engine optimization. However, a merchant should be confident that a person with sufficient knowledge and skills in working on search optimization can make it really effective.

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