--- title: "Magento SEO" url: https://marketingsignals.com/service/organic-search/magento-seo type: Page --- # Magento SEO Magento SEO agency for Magento 2 and Adobe Commerce. We control layered navigation, URL rewrites and canonical settings so your categories rank and sell. ## Magento SEO Agency For Magento 2 And Adobe Commerce Magento gives you more SEO control than any hosted platform, and more ways to get it wrong. Our Magento SEO services cover the settings, extensions and frontend choices that decide how Google crawls a large catalogue, so your category and product pages rank for the searches that drive orders. Why Magento retailers work with us ## Key Takeaways - For The Tree Center, our organic search work delivered an 86% increase in organic revenue from core category pages and a 247% increase in page one rankings. - Google's crawling goes to the categories and products that sell, not to layered navigation filters, sort orders and internal search results. - Your developers get fixes they can ship, with each recommendation written as a ticket naming the Magento setting, template or extension and tested on staging. - Upgrades and replatforms, including moves off Magento 1, are planned with redirect maps and benchmarks, so rankings and revenue are protected through launch. ## We’ve Helped Dozens Of Great Brands Grow Their Digital Presence Via Search Marketing ## On Magento, SEO is a configuration decision. Many of the choices that shape organic performance on Magento sit in one admin section: whether product URLs include the category path, whether categories and products carry canonical tags, what suffix URLs end in and whether a changed URL key creates a permanent redirect. Add layered navigation on every anchor category and a large catalogue can produce far more crawlable URLs than it has products. We work through those settings with your developers, then turn to the work that compounds: category content, internal linking and authority. It is the commercial focus of our [e-commerce SEO](https://marketingsignals.com/service/organic-search/ecommerce-seo) service combined with the release discipline of our [enterprise SEO](https://marketingsignals.com/service/organic-search/enterprise-seo) work, where staging environments and change control matter as much as the recommendation itself. Choosing a partner? Our [guide to the best UK Magento SEO agencies](https://marketingsignals.com/insights/best-uk-magento-seo-agencies-2027-guide) covers what separates a Magento specialist from a generalist. Why Choose Us ## Large Catalogues. Clean Crawls. Revenue In The Report. ## Big Catalogues. Bigger Opportunities. ### Crawl Control Before Content **On a large Magento catalogue, the first win is usually stopping Google crawling pages you never meant to publish.** Layered navigation, sort orders, pagination and internal search can turn a catalogue of thousands of products into millions of URLs. We measure how much of Google's crawling goes to pages that can never rank, fix the settings and templates that create them and point that attention back at the categories and products that sell. Our approach to [technical SEO audits](https://marketingsignals.com/insights/technical-seo-audit-fixes-ranked-by-revenue) ranks every fix by the revenue it protects. - Layered navigation URLs under control - Canonical settings switched on and checked - URL rewrites and redirects kept tidy - Category path decision made deliberately - Sitemaps that list only indexable URLs - Frontend speed fixed at the theme layer #### Layered Navigation And Filter Parameters Layered navigation only runs on anchor categories, and any attribute set to Filterable can add a filter. Each selection creates a new URL, and the Filterable (no results) option even lists values with zero matching products. We decide which attributes deserve indexable landing pages and which should stay out of the crawl, following Google's faceted navigation guidance: block what you do not need, keep filter order consistent and return a 404 when a combination has no results. #### URL Rewrites And Category Paths By default Magento leaves the category path out of product URLs, and we usually recommend keeping it that way so a product has one address however many categories it sits in. The Create Permanent Redirect for URLs if URL Key Changed setting protects rankings when keys change, but Adobe warns that saving categories with many products under automatic redirects can cause performance issues. We review your URL rewrite table for chains, loops and orphaned entries before they reach Google. #### Canonical And Robots Settings Under Stores > Settings > Configuration > Catalog > Catalog > Search Engine Optimization, Magento has separate canonical settings for categories and products, and Adobe recommends enabling both. Robots settings live elsewhere, under Content > Design > Configuration, where you set the default robots meta value and custom robots.txt instructions. A staging site left on INDEX, FOLLOW or a live site left on NOINDEX is a common and costly slip. We check every website and store view, because each can be configured differently. #### Hyvä Themes And Frontend Performance The default Luma frontend is built on RequireJS, Knockout.js and Less. Hyvä replaces that stack with Tailwind CSS and Alpine.js, and since November 2025 the Hyvä Theme has been free and open source, which takes the licence cost out of the decision. We assess whether a Hyvä rebuild, targeted Luma fixes or a caching review will do most for Core Web Vitals on your templates, and make sure a new frontend keeps every SEO element the old one had. ### Magento Settings That Decide Rankings ## Our Magento SEO Services #### Magento SEO Audit A crawl of the full catalogue alongside a review of admin settings for every website and store view: canonical tags, URL suffixes, category paths, robots and XML sitemap configuration. We compare what Google actually crawls with what you want indexed, and tie each issue to the categories and revenue it affects. The output is a ranked list your developers can turn into tickets, not a long export of crawler warnings with no priorities attached. #### Layered Navigation Strategy We map attribute filters against search demand. Combinations people search for, such as a brand within a category or a material within a product type, become indexable landing pages with their own copy and metadata, usually through your layered navigation or SEO extension. The rest are kept out of the crawl with robots rules, so Google stops spending time on filter combinations that can never rank or sell. #### Extension And Configuration Review Magento SEO often depends on third-party extensions for metadata templates, layered navigation URLs, rich snippets and sitemaps. Extensions overlap, conflict and fall behind core releases. We review what you have installed, check for duplicate structured data and conflicting canonical or robots output, and recommend what to keep, reconfigure or remove. We also check scope, since a setting changed at the wrong level can affect only part of the site. #### Hyvä And Core Web Vitals We measure Core Web Vitals on your category, product and search templates using real visitor data, then find what is slowing them: Luma JavaScript, unoptimised images, extensions loading on every page or gaps in caching. Adobe recommends Varnish for full-page caching on self-hosted installations, while Adobe Commerce on Cloud infrastructure uses Fastly. Where a Hyvä rebuild is on the table, we set the SEO requirements before development starts, not after launch. #### Category And Product Content Category pages carry the commercial searches on most Magento stores, so we write copy that helps a buyer compare and choose, with meta titles kept under the 70 characters Adobe suggests. For large catalogues we build content templates driven by product attributes, with rules that stop thin pages being published, following our approach to [programmatic SEO for large catalogues](https://marketingsignals.com/insights/programmatic-seo-for-large-catalogues). Authority for priority categories comes from [Digital PR](https://marketingsignals.com/service/digital-pr) rather than bought links. #### Upgrades And Replatforming Moving off Magento 1, upgrading within Magento 2, moving to Adobe Commerce as a Cloud Service or leaving for another platform all change templates, URLs and settings at once. We build redirect maps from analytics and backlink data, benchmark rankings and revenue beforehand and check staging before launch. If [Shopify](https://marketingsignals.com/service/organic-search/shopify-seo) is the destination, we plan around its fixed URL structure early. Read our guide to [replatforming without losing revenue](https://marketingsignals.com/insights/ecommerce-replatforming-seo). #### International Websites And Store Views Magento runs multiple countries and languages through websites and store views, each with its own settings, URLs and content. We check hreflang, currency and language signals across every store view, find content duplicated between markets that share a language and plan the content each market needs. Our [international SEO](https://marketingsignals.com/service/organic-search/international-seo) service covers market selection and the wider rollout when you are adding new countries. Magento stores range from a single store view to multi-brand, multi-country installations with B2B catalogues. We scope work around your setup and your development process, and every recommendation names the setting, template or extension it touches. Our [e-commerce visibility playbook](https://marketingsignals.com/playbooks/the-e-commerce-visibility-playbook) shows how technical, content and authority work fit together. Featured Work ## Organic Growth For Online Retailers ## What Magento SEO Delivers For The Business ### Crawling Spent On Pages That Sell Google spends its time on categories and products, not on filter combinations, sort orders and internal search results. ### Fewer Costly Mistakes Settings, extensions and releases are checked before they reach production, so one configuration change does not deindex a store view. ### A Faster Storefront Frontend and caching choices are made with Core Web Vitals and SEO requirements on the table from the start. ### Safer Migrations Upgrades and replatforms are planned with redirect maps and benchmarks, so rankings and revenue are protected through launch. ### Developer-Ready Fixes Every recommendation names the setting, template or extension involved, so your team can ticket it and ship it. ### Revenue By Category Reporting shows organic revenue by category and store view, with the rankings and crawl data that explain it. The aim is a catalogue Google can crawl efficiently and rank confidently, with every change tied to category revenue. ## How Our Magento SEO Work Runs, Step By Step ### 1. Review Configuration We audit settings for every website and store view, plus extensions, templates and the URL rewrite table. ### 2. Measure Crawl And Revenue Crawl data shows where Google spends its time, set against the categories and products that earn revenue. ### 3. Ship Through Your Releases Fixes are written as tickets for your developers or partner agency, tested on staging and checked again after release. ### 4. Grow And Report Content and authority work builds on the clean base, with monthly reporting on organic revenue and rankings. **4.9** from 130 reviews ## Don’t just take our word for it > “Marketing Signals is our kind of agency: they do what they say they are going to do. The team is responsive and has the ability to pivot onto different priorities throughout the yearly trading cycle. We are well on target to meet our own sales target on the back of their work.” > > Jamie Evans, Head of E-commerce > “I've worked with Marketing Signals on a few projects and always had great customer service, fast delivery and reliable quality. Definitely somebody who should be on your potential agency list for any future activity.” > > Rob Hughes, Director, Global SEO > “We have been working with Marketing Signals since 2015, after our previous agency had messed up. They helped reduce our average CPC and increase conversions, as well as helping us launch a separate site just for Drug Driving leads. We've never looked back and have referred them to many of our other business contacts.” > > Matthew Miller, Managing Director > “As a long-term client of Marketing Signals, I can confidently say their expertise in SEO and PPC is second to none. They deliver consistently good results from SEO and PPC and maintain excellent communication with us.” > > Sandra Carosi, Head of Marketing > “Gareth and the team immediately understood what we were looking for and the type of audience we wanted to attract. Through site changes, content improvements and lots of great PR pieces, we were able to significantly increase the number of leads we got from the organic channel.” > > David Weaver, Co-founder > “An excellent agency to work with and a perfect choice if you're looking to scale quickly.” > > Katie Owen, Founder ### Is Magento good for SEO? Magento gives you more control than most platforms: editable URL keys and suffixes, canonical settings, robots instructions, configurable XML sitemaps and full access to templates. That control is also the risk. Layered navigation, multiple store views and extensions can create large numbers of duplicate or low-value URLs if they are left on default settings. Well configured, Magento suits large and complex catalogues. Poorly configured, it can waste much of Google's crawling on pages that will never rank. ### Should Magento product URLs include the category path? Usually not. Magento leaves the category path out of product URLs by default, which gives each product one address however many categories it belongs to. Including the path can create a URL for every category a product sits in, relying on canonical tags to consolidate them, and moving a product between categories changes its URL. There are exceptions, such as small catalogues where each product sits in exactly one category, but the default is the safer choice for most stores. ### What is the difference between Magento 2 and Adobe Commerce for SEO? On self-hosted Magento 2 and on Adobe Commerce on Cloud infrastructure, the URL, canonical, robots and sitemap settings described on this page live in the admin, and Adobe's documentation for them applies to both on-premises and cloud infrastructure projects. Adobe Commerce as a Cloud Service is different. It is a SaaS version whose storefront runs on Edge Delivery Services and does not support Luma, so SEO work moves to the storefront's own configuration, templates and content. ### Is Hyvä better for Magento SEO? Hyvä is a frontend, not an SEO tool, but it can help. It replaces Luma's RequireJS, Knockout.js and Less stack with Tailwind CSS and Alpine.js. Since November 2025 the Hyvä Theme has been free and open source, though products such as Hyvä Checkout remain paid. Whether it improves your Core Web Vitals depends on your templates and extensions, so we measure first. A rebuild is still a project: templates, structured data and internal links must all carry across. ### We are still on Magento 1. What should we do? Magento 1 reached end of life and end of support on 30 June 2020, so a store still running it has gone years without official support. The SEO priority is to protect what the current site ranks for while you move: crawl it in full, export rankings, landing page revenue and backlinks, and map every URL that earns traffic or links to its new home. Whether you move to Magento 2, Adobe Commerce or another platform, that redirect map is what preserves your search history. ### How do you work with our Magento developers or agency? Most Magento stores already have a development team or partner, so we fit around them. Recommendations are written as tickets that name the setting, template or extension involved, with acceptance criteria your developers can test on staging. We check releases before and after they go live. Agencies can also use us through our [white label technical SEO](https://marketingsignals.com/resellers/white-label-technical-seo) programme. Every [Organic Search](https://marketingsignals.com/service/organic-search) engagement is reported on organic revenue first and rankings second. ## The Answers to Your Questions Visibility Playbooks ## Related Playbooks SEO measured in pipeline: the searches your buyers make across a long sales cycle, reported from your CRM. Non-branded organic revenue from the category and product pages that carry it, with less reliance on paid media. Forecasts the board can sign off, technical SEO at scale and revenue protected through every release. Organic revenue in new markets: market sizing, hreflang, site structure and local search, reported by country. Every store or franchise location found in local search and Google Maps, measured in footfall, calls and bookings. More Specialist Services ## Ready To Make Magento Work Harder In Search? Talk to our team about how Google crawls your catalogue today, which settings are holding categories back and what to fix first.