This Magento SEO checklist lists the checks to run on a Magento 2 or Adobe Commerce store, grouped into technical, on-page, off-page and AI-search tasks. Work from the top: technical problems limit everything below them.
It is a checklist, not a tutorial. For admin paths and settings, use my Magento 2 SEO guide. For the thinking behind the priorities, read Magento SEO best practices.
I’m Nazirul Islam Nakib. This is the list I run through when I start on a Magento store. If you’d like me to do it for you, see my Magento SEO page.
Technical SEO
Crawling and indexing
- Store is on HTTPS, and HTTP redirects with a 301.
- Only one version (www or non-www) resolves.
- Web server rewrites are on; no index.php in URLs.
- XML sitemap exists, includes only indexable pages, and is submitted in Search Console.
- Sitemap is listed in robots.txt.
- Robots.txt blocks cart, checkout, customer account and internal search.
- Robots.txt does not block products, categories or CSS and JS files.
- Noindex is used on filtered and thin pages that shouldn’t rank.
- Noindex pages are not also blocked in robots.txt, or Google can’t see the tag.
- Search Console shows no major crawl or indexing errors.
Duplicate content
- Canonical tags are on for categories and products.
- Category paths in product URLs are handled, so each product has one main URL.
- Layered navigation URLs are controlled with canonicals or noindex.
- Paginated pages have self-referencing canonicals.
- Product variants don’t create competing duplicate pages.
URLs
- URL keys are short, lowercase and readable.
- Automatic 301 redirects are created when URLs change.
- No redirect chains or loops.
- Broken links (404s) are fixed or redirected.
Speed and mobile
- Full-page caching is on, with Varnish for production.
- A CDN serves static files.
- Images are compressed and sized correctly; WebP where possible.
- Unused extensions are removed.
- LCP, INP and CLS are in the “good” range for mobile.
- Checkout and navigation work on a real phone.
Need help with speed? See Core Web Vitals and technical SEO.
On-page SEO
Keywords and metadata
- Each page has one main keyword.
- No two pages compete for the same keyword.
- Titles are unique, roughly under 60 characters, with the keyword near the front.
- Meta descriptions are unique, roughly under 160 characters, and give a reason to click.
- Home page title is not left as a default.
- Meta templates are checked, with manual overrides for top pages.
Category and product pages
- Categories have a clear H1 and a short, useful intro.
- Categories link to subcategories and top products.
- Product descriptions are unique, not copied from the manufacturer.
- Product images have descriptive alt text.
- Breadcrumbs are visible and working.
- Related products and parent categories are linked.
Structured data
- Product schema includes price, availability and reviews.
- Breadcrumb schema is present.
- Organization schema is on the home page.
- FAQ schema is used only where visible FAQs exist.
- All markup passes Google’s Rich Results Test.
More in schema markup.
International
- Hreflang tags are set for multi-language or multi-country stores.
- Each language version has its own URL and content.
See international SEO.
Off-page SEO
- Backlinks come from relevant, trustworthy sites.
- No paid link schemes or link farms.
- Unlinked brand mentions are found and turned into links where possible.
- Open Graph tags make shared links look good.
- Google Search Console and GA4 ecommerce tracking are connected.
For safe outreach, see link building.
AI search readiness
- Key pages start with a direct answer.
- Headings are clear and descriptive.
- Category and guide pages have genuine FAQs.
- Brand name, address and details are consistent across the web.
- AI crawlers aren’t blocked by accident in robots.txt.
- An llms.txt file is optional. It is a proposed convention with uneven support.
Background reading: AI SEO.
Extensions to review
Native settings are a starting point. These types of extension are worth considering:
- SEO suites for meta templates, rich data and hreflang.
- SEO-friendly layered navigation.
- Image compression and lazy loading.
Adobe Commerce also includes extras such as content staging and Page Builder. Choose only what you need, and test each one.
How to use this checklist
Run the technical section first. Fix problems that block crawling, then duplicate content, then speed.
Move to on-page work next, then off-page and AI readiness.
Repeat every quarter. Stores change, and new problems appear.
Frequently asked questions
What should I check first on a Magento store?
Indexing and duplicate content. If Google is crawling the wrong URLs, everything else is held back.
How often should I run this checklist?
A full pass every three to six months, with monthly checks of Search Console.
Can I do this myself?
Many items, yes. Faceted URLs, speed and structured data usually need a developer or specialist.
If you’d like a professional review, request a free website audit, or hire an SEO expert. You’ll find the full range on the home page.
