Shopware SEO: What matters in Shopware 6.

Set your SEO URL templates

Under Settings > Shop > SEO you define how addresses for product detail pages, categories and landing pages are built. The templates use Twig variables such as the product name. By default, categories use the category path (breadcrumb), and landing pages use the URL from their own settings.

With the sales channel selector you can store separate templates per channel. Keep the patterns short, descriptive and unique.

Rebuild SEO URLs when something is missing

When you change a template, the new addresses only appear once Shopware rebuilds its index. According to the Shopware documentation, you do this from the console with php bin/console dal:refresh:index. If individual products are missing SEO URLs, the index is often the reason.

Also check the forwarding behavior setting. When it’s on, Shopware sends an HTTP 301 redirect from an old address to the new one after a URL changes, instead of only relying on the canonical URL.

Write meta titles and meta descriptions

Products, categories and landing pages each have their own SEO section with meta title, meta description and keywords. For your most important categories and best sellers it pays to write title and description by hand instead of letting Shopware use the name.

Google stopped using the keywords field years ago. Spend that time on title and description instead.

Choose each product’s SEO category

If a product sits in several categories, the SEO category in the product’s SEO section decides which category path Shopware uses for it in each sales channel. Pick the category customers are most likely to look in, and be consistent across similar products.

Give Shopping Experiences real copy

Shopping Experiences let you build category and landing pages from blocks. That looks great, but easily turns into an image gallery without text. Google understands a page through its content: an introduction, meaningful subheadings and alt text for images belong in every layout.

Make sure each page has exactly one H1 and that no text is embedded as an image.

A sitemap per sales channel

Shopware generates an XML sitemap for every sales channel. You set how often it refreshes in the settings. Submit the sitemap in Google Search Console and check there which pages are indexed and which aren’t.

Keep languages and domains separate

A sales channel can have several domains and languages. Give each language its own domain or path, such as /en, and translate meta data and SEO URLs as well. Otherwise language versions compete with each other, or customers land on half-translated pages.

Images and page speed

Upload images at a sensible size; Shopware creates thumbnails in several sizes from them. You manage alt text in the media section. Check page speed with PageSpeed Insights, especially after new plugins or theme changes.