Shopware - expert tips for your e-commerce success

Shopware 6 is SEO-friendly by default – but with a few targeted optimizations, you can boost your ranking on Google & other search engines even further. This checklist covers all the key points you need to follow for a perfect SEO strategy in Shopware 6.

✅ 1. Technical SEO: The Foundation for Better Rankings

✔ Check SEO-friendly URLs

• Shopware automatically generates readable URLs. Check your URL templates under Settings → SEO.

✔ Optimize Loading Speed

• Use images in WebP format (natively supported in Shopware).
• Enable HTTP caching under Settings → Cache & Indexes.
• Integrate a CDN (Content Delivery Network) such as Cloudflare or KeyCDN.

✔ Mobile First!

• Your Shopware theme should be 100% mobile-friendly (test it with Google PageSpeed Insights).
• Avoid large images and excessive external scripts.

✔ Check Canonical Tags

• Prevents duplicate content when products appear in multiple categories.
• Shopware automatically sets these, but verify them using the Google URL Inspection Tool.

✔ Set Up XML Sitemap & robots.txt

• The sitemap is automatically generated under /sitemap.xml.
• Submit it to Google Search Console.
• Check /robots.txt to ensure important pages are indexed.

✅ 2. On-Page SEO: Perfect Content Optimization

✔ Customize Meta Titles & Descriptions

• Shopware generates metadata automatically, but optimizing them manually improves results.
• Character limits:
  • Title: max. 60 characters
  • Description: max. 160 characters
• Set them under Products → Advanced Settings → SEO.

✔ Use an Optimized H1-H6 Structure

• Each product page must have exactly one H1 (the product name).
• Use H2 & H3 for subheadings (e.g., benefits, FAQs).

✔ Create High-Quality Product Descriptions

• Avoid copy-pasting manufacturer descriptions – Google prefers unique content.
• Use bullet points for better readability.
• Include the primary keyword naturally (but don’t overuse it!).

✔ Don’t Forget Image SEO

• Upload images with descriptive filenames (e.g., nike-air-max-red.jpg instead of IMG1234.jpg).
• Set alt tags → Briefly describe important keywords.

✔ Use Internal Linking

• Link related products or categories to improve site structure & user navigation.

✅ 3. Advanced SEO: Unlock Even More Potential 🚀

🔹 Use Structured Data (Schema Markup)

• Rich snippets for product reviews, prices & stock levels improve click-through rates.
• Solution: Use plugins like "SEO Professional" or the Google Markup Tester.

🔹 Content Commerce: Add a Blog & Guides

• Provide value: Write blog posts with tips, comparisons & trends.
• Shopware doesn’t include a blog feature by default – use a blog plugin.

🔹 Off-Page SEO: Build Authority & Backlinks

• Write guest posts: Links from other websites improve your Google ranking.
• Leverage social media: Share content on Instagram, Facebook & Pinterest.
• Set up Google My Business if you have a physical store.

🔹 Improve Core Web Vitals & PageSpeed

• Run a Google Lighthouse Test (via Chrome DevTools or PageSpeed Insights).
• Enable lazy loading (Shopware 6 supports it by default).

🚀 Conclusion: Shopware 6 is SEO-ready – but you can make it even better!

Many SEO features are already built into Shopware, but with manual optimizations, you can further boost your rankings and organic traffic.

💡 Tip: Use Google Search Console & Google Analytics to track and improve your SEO performance regularly.

👉 Do you have questions or need help with implementation? Feel free to reach out! 😊