Why is SEO so important for Shopware?
With Shopware you can easily and quickly create e-commerce websites with all important functions. The latest versions of Shopware 5 as well as Shopware 6 already offer store owners many options to optimize their online store for search. But that alone is often not enough.
Optimizing your own online store for search
is extremely important. Most customers come to your store via search engines, even though they are not looking for you directly. The majority comes across an online store because they are looking for a specific product or product group.
If you offer the products you are looking for and your website is optimized for the search, you will rank higher in the search results. Thus, you attract many new potential customers to your website.
Here is an example:
Their e-commerce website specializes in garden furniture made of various materials.
A potential customer now enters rattan garden furniture.
If their website is SEO optimized, ideally the customer will land on a page that shows them only rattan garden furniture.
This way, the customer doesn’t have to laboriously go through all your products to find what he wants, but gets to see what he really wants right away. This in turn increases the chance that the customer will buy his garden furniture from you and not from the competition.
However, in order for customers to find your pages via search, search engine optimization is required. This includes, on the one hand, the structure of your website, the selection of keywords, the technical requirements and much more.
Keywords that count: The first step for Shopware SEO
Before you start search engine optimization of your Shopware store, there is something that needs to be done before that: The keyword research
If you haven’t already done so, the first thing you should do is to
do a thorough keyword research
. In this way, you identify which terms related to your products are actually searched for by potential customers.
This research will enable you to develop an effective SEO strategy
that ensures your website stands out in search engine results. By using the right keywords, you can ensure that your content is tailored to the exact needs and interests of your target audience.
Shopware SEO settings for URLs, 301 redirects & canonicals – Here’s how!
You can customize URL settings via the SEO Router of your Shopware 5 store. For example, you ensure that Shopware does not create an infinite number of hierarchy levels or you configure your own optimized URLs.
You can find the SEO Router in Shopware 5 as follows:
Settings → Basic settings → storefront → SEO → Router settings
Also in Shopware 6 you can conveniently make changes to the URL settings and customize them to your needs and your store.
In Shopware 6 you can find this under the SEO settings in the SEO URL templates. There you can make all the changes. However, even more information and step-by-step instructions are available in the Shopware documentation.
SEO URLs for articles, categories & more
SEO URLs or also speaking URLs do not contain article numbers or cryptic designations. Instead, they include relevant keywords and descriptive product features.
Here is an example of a non-optimized URL and an optimized URL:
Such URLs are also particularly easy for customers to remember and can thus be reproduced more easily.
You can set all this in Shopware 5 via the SEO Router or in Shopware 6 via the SEO URL templates in the backend. There you can define the URLs of product pages, category pages as well as landing pages.
With the corresponding variables, you can then create completely individual URLs using the article free text fields. Depending on which variables you have selected in the settings, this is how the URL is now created.
For example, you have chosen category and item name (e.g. www. shopwareshop.de/rattan-gartenmöbel/sofa-sofia) or item name and color (e.g. www. shopwareshop.de/sofa-sofia/weiss) for the items. Without specifications, simple standard URLs are generated.
You should carefully consider the structure of your URLs beforehand. Thus, SEO relevant terms should be included that describe the product.
301 redirects for permanent redirects
In Shopware 5, when the item name is changed, a new URL is automatically generated from it. After that, the old URL will be redirected directly to the new one permanently.
With Shopware 6, you can select in the SEO URL templates settings whether a 301 forwarding should take place when a URL is changed or whether the old URL should become a canonical URL.
This means that in both cases there is no duplicate content that could have a negative impact on their rankings in the search results.
In the case of the canonical URL, it is the case that both URLs continue to exist and the user is not redirected directly to the new URL. The canonical tag of a URL is also understood by search engines only as a hint and therefore not always taken over.
This means that the page can still be found via search despite the Canonical tag. So, if you don’t want your customers to see the content again, you should opt for 301 redirection.
Canonical tags are especially important for pagination and preventing duplicate content. For product listings with many pages, this way each page links to the main page.
If you want to assign Canonical tags to individual pages of your store, a free text field must be set up for this purpose. For paginated pages, Shopware already implements this itself.