SEO Quickie: #Magento Configuration Guide

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Magento is the most used e-commerce platform in the world and powers over 200,000 e-commerce stores. Magento can be SEO-friendly, however the “out of the box” installation does have a number of SEO issues. With this in mind, this guide is designed to help Magento users configure their installation in the most effective way from an SEO perspective.


There are a number of issues with URLs with the out of the box Magento implementation – such as the use of category paths within URLs and also layered navigation pages. Product URLs should be set to top-level, meaning they don’t use their category path, which can cause duplicate content issues. The product URLs should be: “ instead of”. Layered navigation pages can cause a lot of issues with over indexation and they should be prevented from being indexed by using the canonical tag and potentially noindex, follow meta robots tags.

I would also recommend keeping the query string parameters, rather than trying to mask the fact that they’re dynamic – here’s an example: “”. You can assign rules based on the query strings but it’s much harder if the URLs are using static directories. For example, my MageSEO extension can be used to assign manual rules (using different match types) to sets of pages that you don’t want search engines to index.

Use of The Canonical Tag

magelogoYou should be using the canonical tag on category and product pages to ensure that search engines know when dynamic or duplicate pages aren’t the primary version of a given page. Layered navigation pages or trailing slash pages are examples of those that should be canonicalised to the primary URL. So for example, if “” and “” are the same, one of the pages should be referenced in the canonical tag on both pages, which tells search engines that the primary one is the page that should be indexed. Canonical tag is generally very effective if you’re launching a new website, or re-platforming one that has not previously had over-indexation issues – however if you already have issues with over-indexation, it’s not necessarily the best option. I often use meta robots tags to address this issue, as it allows you to submit a removal request in Google Webmaster Tools to fix the issue faster – the canonical tag doesn’t meet the requirements for doing this.


Out of the box, Magento uses 302 redirects by default – this should be changed in the back-end configuration to use 301 redirects, as these pass value. Headers Magento page templates often mis-use headers and it’s common for category pages to have multiple H1 headers, the homepage not to have a H1 heading and category page to have product headings set to H2s. Headers are only a minor on-page signal, however it’s worth fixing them.

Pages That Shouldn’t Be Indexable

As above layered navigation pages shouldn’t be indexed, as they can be a big over-indexation and duplication issue. Catalog search pages shouldn’t be accessible to search engines, as they don’t have any unique content and they’re not valuable to searchers. You should use the noindex, follow tag to prevent search engines from accessing these pages. Wishlist pages, checkout pages, and image pages (depending on how you’re using images) also add no value and shouldn’t be indexable. These are just a few examples – the general rule of thumb should be to prevent any page without unique, valuable content from being indexed – other examples could be duplicate review pages (a common Magento problem), image pages (not files, but pages) and redundant duplicate products (can often be found on the previous /catalog/ URL structure).

Magento Rewrites

Magent’s rewrite engine can cause a number of issues from an SEO perspective, such as appending numbers at the end of URLs (due to it thinking that URLs had previously existed), unnecessary redirect loops and unwanted redirects – which can conflict with the canonical tag to cause even more issues. I also wrote this piece on Magento SEO, which covers this in a bit more details and  a few additional points.


Screen Shot 2014-02-11 at 19.16.33Paginated pages (eg: ?p=2) should use the rel next and prev tags to illustrate that they’re pagination pages. This can be achieved by using a module or by asking your developers to add the tag. This can be achieved by either by adding the rel next or prev tag to the link attribute or via the head.

In conclusion, Magento can be a great platform from an SEO perspective, however it does have problems if you’re using an ‘out of the box’ configuration. Third party plugins or a good developer can help you to overcome issues with the platform and once they’ve been resolved, it’s actually really good from an SEO perspective.

Pagination Screenshot via Feb 2014.

Paul Rogers
Paul is an experienced technical SEO, who specialises in working on the Magento platform. Paul currently works in-house for a large UK-based gift retailer, whilst also consulting for Magento retailers globally.
Paul Rogers
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  • Adrian @ Zymco

    Hey Paul, I have always preferred the EKM system. Not only for price, but also for the user friendly way you navigate but it seems to work for SEO. Magento you seem to spend more money, or perhaps it is aimed at the higher end client?


    • Paul Rogers

      Hi Adrian,

      I’d suggest that they’re very different platforms. Magento CE is free, however it’s a very comlex platform, which requires very skilled developers – which is where it becomes expensive.

      Magento Go is the hosted platform (similar to Shopify) and it’s more suited to smaller businesses who aren’t necessarily going to experience high levels of growth in the next two years.

      I’d suggest that Magento is a much better platform (from a scalability and functionality perspective), however it’s more suited to larger retailers.

  • Brazilian hair

    you always share something different and here about SEO Quickie Magento Configuration Guide that truly perfect in my opinion this is best info as ever thank you.

  • Nisha Pandey

    The inclusion of the third party plugins to the “out of the box” configuration might help the Magneto to revive out of some erroneous tools. But, it needs proper selection as well as knowledge to do so. That’s why other systems like EKM are more fruitful.

    • Paul Rogers

      I agree that Magento isn’t right for all retailers – however it’s a great platform for anyone with a good developer or development resource and some budget.

      I’ve some some brilliant migrations and have worked with retailers who have really reaped the rewards from moving to Magento – I’d suggest that it’s more scalable than something like EKM or Shopify.

  • Nay Min

    It is always good to know how Magento Shop need to potimize as seo point of view. Pagination is the very good example to use. I use robots.txt and google parameter in webmaster tools. Speed up your server respond is also important according to google. If you are interested you can use to speed up your magento system by installing it. Take a look at this installation:

  • Social Engagement SEO Agency

    Wow thanks for sharing! Magento seems not to be very “SEO friendly” .. Your advices were good if someone wants to start an SEO optimization for Magento.. Thank you for your shortlist.

  • Neuron Softech LLC

    Hey Paul, You suggest good thing for that person who wants to start an SEO optimization for Magento. Thanks for sharing your knowledge with us.

  • Jenni Lee

    Hi Paul,
    I am agree with you, specially the Magento concept.
    Thanks for sharing this.!!

  • Ben Ustick

    Hey Paul,
    Nice post. The importance of SEO for eCommerce stores can’t be understated, and this was a nice guide for someone just getting started. Thanks for the helpful post.


  • Denis Tomas

    Hi Paul,
    I think an H2 is missing in your post… “Headers” seems to be a new section, better than a part of “Redirections”.

    Anyway, this is a great post.
    It confirms what I notice on almost every seo-unaware Magento customer…