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Magento SEO: Adobe Commerce settings and checklist

Magento (Adobe Commerce) has extensive built-in SEO settings: search-friendly URLs, canonical tags for products and categories, URL rewrites, an XML sitemap and robots.txt instructions. Large catalogs need care with layered navigation, duplicate URLs and speed.

Aalhad, Founder, SEO·AEO·GEO

Founder, SEO·AEO·GEO

Builds SEO·AEO·GEO and writes the crawler, schema, and citation research published here.

How Magento (Adobe Commerce) serves pages to crawlers

Magento's standard storefront renders pages on the server. Headless storefronts (such as PWA Studio) render with JavaScript and need server-side rendering for crawlers.

Built-in settings

  1. Stores > Settings > Configuration > Catalog > Catalog > Search Engine Optimization: use web server rewrites (search-friendly URLs), set URL suffixes, and turn on the canonical link meta tag for categories and products.
  2. Content > Design > Configuration > Search Engine Robots: set the default robots meta tag and edit custom robots.txt instructions.
  3. Marketing > SEO & Search > Site Map: create the XML sitemap, and configure its generation schedule in the sitemap configuration.
  4. Marketing > SEO & Search > URL Rewrites: manage redirects for products, categories and CMS pages.

Catalog pages

  • Write unique meta titles and descriptions for each product and category (the Search Engine Optimization section of each).
  • Avoid including category paths in product URLs if it creates several URLs per product, or rely on canonicals.
  • Keep layered navigation filter URLs out of the index (noindex or robots rules), except filters with real search demand.
  • Write original product descriptions.
  • Output Product structured data with price and availability.

Speed

Use full-page caching (Varnish), a CDN, optimized images and production mode. Large Magento stores often have slow time to first byte, which also limits how much crawlers fetch.

  • Check robots.txt allows the AI search crawlers you want: OAI-SearchBot (ChatGPT search), Claude-SearchBot, PerplexityBot. See the AI crawler list and the robots.txt generator.
  • Check your host's or CDN's bot protection doesn't block them even when robots.txt allows them.
  • Make sure the main text is in the HTML the server sends. AI crawlers don't run JavaScript.
  • Avoid nosnippet and tiny max-snippet values on pages you want quoted; they also keep pages out of Google's AI Overviews.

Check it on your own site

What the free audit tests for this

  • Canonical
  • robots.txt rules
  • sitemap.xml
  • Load time
  • Schema.org / JSON-LD

One URL, about 20 seconds, no login. You get the result of every check and the exact fix for the top three issues.

Audit your website free

FAQ

Is Magento good for SEO?+

Yes, it has some of the most complete built-in SEO settings of any ecommerce platform. The challenges are catalog size, faceted navigation and speed.

Where is robots.txt in Magento 2?+

Content > Design > Configuration, then edit the global scope and expand Search Engine Robots.

What do Magento SEO services include?+

Usually catalog SEO settings, URL and canonical clean-up, faceted navigation control, speed work, structured data and content.

Sources

  1. SEO overview — Adobe Commerce Admin Guide
  2. How to specify a canonical URL — Google Search Central