Boost Magento SEO & Speed: Mastering Varnish Cache for Higher Rankings

Varnish Cache acts as a high-speed shield between visitors and your web server. It stores fully rendered pages (full page cache), slashing server load and delivering lightning-fast faster page load times.

For search engine crawlers speed is a critical ranking factor. Slow sites frustrate users and search engines understand this, penalizing them in search engine results pages (SERPs). The site falls to the second or third page, which most often means the failure of SEO strategy. Only 0.44% of users click on websites from the second page of Google.

Implementing Varnish Cache performance optimizations ensures your Magento 2 store meets these speed expectations.

When a user requests a web page, Varnish checks its cache first. If the cached copy is valid (based on your Varnish configuration rules defined in the Varnish Configuration Language), it serves it instantly, bypassing the origin server.

Varnish transforms Magento from a dynamic renderer into a static-page powerhouse while intelligently blending personalized elements. This hybrid model delivers the speed of a static site with the flexibility of an ecommerce platform, making it non-negotiable for search engine visibility and conversion optimization. For Magento 2 stores, it’s the closest thing to a "free performance lunch" - cutting server costs while accelerating growth.

When a visitor requests a product page or category page, Varnish first checks its memory (RAM) for a pre-rendered HTML copy. If cached (HIT), it serves the page in <50ms - bypassing Magento entirely.

If uncached (MISS), Varnish forwards the request to the origin server (Magento). Magento generates the page dynamically, sends it back to Varnish, and Varnish stores a copy before delivering it to the user.

During high traffic, identical requests for uncached pages are coalesced: Varnish sends only one request to Magento and queues others. Once the page renders, all queued users receive the cached version simultaneously - preventing server overload.

When a product/category is updated, Magento sends PURGE requests with X-Pool tags. Varnish instantly invalidates all related cached pages, ensuring content freshness without manual cache management.

If Magento is slow or unresponsive, Varnish serves stale cached content (if within beresp.grace period).

beresp.grace is a setting that defines how long an expired (stale) object can be kept in cache and served to clients while a new version is being fetched from the backend. It's part of Varnish's grace mode mechanism, which improves performance and resilience during backend failures or high load.

Example of using beresp.grace will look like this:

sub vcl_backend_response {
# Keep stale objects for 2 hours (7200 seconds) after their TTL (Time to Live) expires
set beresp.grace = 2h;
}

You can use this interaction with req.grace:

• beresp.grace sets the maximum time a stale object may be kept in cache.
• req.grace (set in vcl_recv) defines how much grace time a client request is allowed to use.

sub vcl_recv {
# Allow clients to receive content up to 1 hour stale
set req.grace = 1h;
}

sub vcl_backend_response {
# Keep stale objects for 2 hours (must be >= req.grace)
set beresp.grace = 2h;
}

Varnish also supports beresp.keep, which preserves objects beyond grace periods for extreme emergencies (e.g., days/weeks). Use sparingly.

Optimizing Magento SEO starts in the Magento Admin. Navigate to Stores > Configuration > Advanced > System > Full Page Cache.

Select "Varnish Cache" as the caching application. Set TTL values in the Varnish configuration file to balance freshness and cache efficiency. Different pages demand unique TTL strategies:

• Static content (CMS Pages, Blog) rarely updated pages (e.g., "About Us," "Shipping Policy") suit high TTL (24–48 hours). This minimizes hits to the origin server while maintaining efficiency.
• Category for moderately updated pages (e.g., new product additions), use moderate TTL (1–12 hours). This balances cache efficiency with timely updates.
• Product pages use lower TTL (1–4 hours) for dynamic elements like pricing/stock. Integrate real-time stock systems via ESI (Edge Side Includes) or exclude these elements from caching.
• Search results/Login pages apply very low TTL (minutes to 1 hour) or disable caching entirely (command return (pass) in VCL).

Magento’s automatic cache management purges Varnish when content updates, so PURGE is a crucial step. This applies to product/category edits, price changes, etc. With reliable PURGE, you can safely use higher TTL values, as cached content expires only when changes occur. TTL then acts as a "safety net" if PURGE fails.

So, your essential steps in Magento admin panel will include:

• Enable Varnish within the cache management section.
• Configure Backend. Specify your Varnish server details.
• Optimize Static Content. Enable minify JavaScript files and minify CSS files under Stores > Configuration > Advanced > Developer > JavaScript/CSS Settings to reduce file sizes.
• Handle Dynamic Elements. Use the Varnish Configuration Language to exclude sensitive pages like checkout or user accounts from caching.

Secure URLs via HTTPS are paramount. Search engines prioritize secure sites, and browsers warn users against insecure connections. Beyond security, HTTPS impacts SEO rankings. Migrate your entire Magento store to HTTPS:

• Obtain an SSL/TLS certificate (often via your hosting provider).
• Update your Magento backend Base URLs (Secure) under Stores > Configuration > General > Web.
• Force HTTPS redirects.
• Ensure all internal links, XML sitemap entries, and canonical URLs use HTTPS to prevent duplicate content issues.

At Scalesta, we eliminate the complexity of migration by implementing and managing Let's Encrypt certificates as a core feature of our Managed Magento VPS. Here's how we ensure seamless HTTPS adoption:

• We pre-configure Certbot with optimized ACME challenge handling (including .well-known directory routing) to bypass common validation failures, ensuring zero-downtime issuance.
• Our engineers configure Nginx/Apache with perfect SSL/TLS parameters and auto-renewal cron jobs, eliminating manual renewals for Let's Encrypt's 90-day cycle.
• Post-installation, we enforce HTTPS globally by auto-updating your Secure Base URLs (Stores > Configuration > General > Web) and activating "Use Secure URLs on Storefront/Admin".
• We implement deterministic 301 redirects from HTTP → HTTPS at the server level (not Magento) to prevent mixed-content issues and preserve link equity.
• Every asset - internal links, XML sitemaps, canonicals - defaults to HTTPS. No duplicate content penalties, no browser warnings. With Scalesta, your SSL/TLS isn’t just installed; it’s engineered into your hosting stack for sustained SEO advantage.

Combine Varnish and HTTPS with core on page SEO and technical SEO settings for maximum impact. Implement the canonical link meta tag on product pages, category pages, and CMS pages to consolidate link equity and combat duplicate content. Configure these in the URL Rewrite Settings or directly on page edits.

Structure category URL suffix and product URL options logically under Stores > Configuration > Web > Search Engine Optimization. Use the URL rewrite tool to clean up old URLs. This will help you get rid of system URLs like: https://yourstore.com/catalog/product/view/id/5201813139131.

Beyond basic suffix configuration (Stores > Configuration > Web > Search Engine Optimization), our managed VPS includes pre-optimized .htaccess rules and Magento settings to enforce clean, semantic URL structures (e.g., /electronics/smartphones/apple-iphone-15 vs. cryptic system URLs like /catalog/product/view/id/5201813139131). Why human-readable URLs matter:

• Keywords in URLs increase click-through rates in SERPs.
• Clear hierarchies help bots understand site structure.
• Memorable URLs signal professionalism and reduce bounce rates.
• Scalesta’s maintenance tools proactively identify and 301-redirect obsolete system URLs to their human-readable equivalents-eliminating duplicate content risks.
• We ensure the HTTPS + clean URL version is the definitive canonical for every page.
• A clean URL architecture indexed by Google as priority content, not technical noise. With Scalesta, optimized URLs aren’t an afterthought—they’re baked into your hosting stack for sustained organic growth.

Creating a custom URL redirect is done through the Marketing interface. Navigate to Marketing > SEO & Search > URL Rewrites and click Add URL Rewrite.

In the opened URL Rewrite Information form, fill in the required fields:

• Store: Select the relevant store.
• Request Path: Enter the request path (source URL).
• Target Path: Enter the target path (destination URL).
• Redirect Type: Select Permanent (301) or Temporary (302).
• Description: Provide a brief description for the redirect.

Craft unique, keyword-rich meta title and meta description tags for every page, reflecting search intent. Use a page title prefix globally if beneficial.

Generate and submit a comprehensive XML sitemap via the search engine submission settings (ensure HTTPS URLs!). Monitor sitemap file limits. Fine-tune access for search engine robots in the search engine robots section (e.g., Magento Admin > Marketing > SEO & Search > Robots.txt). Avoid blocking crucial CSS or JavaScript files. Enable submission of your sitemap to Google and other search engines through their webmaster tools.

Faceted search, or layered navigation, is a powerful feature that allows shoppers to filter products by multiple attributes - such as category, brand, price range, color, or rating - making it easier to find exactly what they want. Properly configured faceted search not only improves user experience but also boosts SEO by creating well-structured, indexable product pages.

Top-rated extensions for adding faceted search to Magento
Several high-quality extensions enhance Magento’s default filtering system:

• Amasty Improved Layered Navigation – Advanced filters, AJAX loading, SEO-friendly URLs.
• Mageworx Advanced Layered Navigation – Facets, multi-select filters, and weighted attribute prioritization.
• Mirasvit Sphinx Search Ultimate – Faceted search with fast indexing, Elasticsearch integration, and smart filters.

These tools help implement faceted search efficiently and allow you to set up weighted search prioritization for better relevance.

Companies offering third-party search solutions for Magento
For more advanced search functionality or customizations, several international providers specialize in Magento search solutions:

• Scalesta – Hosting provider and Magento partner, helping configure faceted search, optimize Elasticsearch, and tune search relevance.
• Wagento – Offers tailored faceted search and search results page customizations.
• Amasty & Mirasvit – Provide SaaS or on-premise search solutions with faceted filtering and weighting features.
• Tigren – Custom Magento search and layered navigation solutions for large catalogs.

Partnering with experienced providers ensures that faceted search is both fast and relevant, improving product discovery, conversions, and overall store performance.

Implementing Varnish cache and HTTPS transforms your Magento store performance into measurable business outcomes, we tested this thesis ourselves. Varnish slashes load times by 50–80% by serving cached product pages, category pages, and CMS pages instantly. Users experience sub-second responses, reducing bounce rates by up to 30%, smooths checkout flows, and unlocks higher conversion rates. The result? Accelerated revenue growth and superior Magento store performance during traffic spikes, as Varnish effortlessly handles thousands of concurrent requests without straining server resources.

Migrating to HTTPS builds customer confidence that translates to loyalty. Modern browsers explicitly label non-HTTPS sites as "Not Secure," causing 84% of shoppers to abandon purchases. By implementing HTTPS across all pages—including dynamic elements like search results and login pages—you display the trust-inducing padlock icon, assuring customers their payment details and personal data remain protected. This security foundation prevents session hijacking and price manipulation attacks while meeting PCI DSS and GDPR compliance requirements. For search engines, HTTPS signals credibility, contributing to higher SEO rankings and eliminating duplicate content penalties caused by http/https URL discrepancies.

HTTPS is a confirmed ranking signal, while page speed impacts mobile and desktop search engine results. After optimization, stores typically see 10–30% organic traffic growth within months.

Beyond algorithms, Varnish cache performance enhances crawl efficiency: search engines index more pages daily without triggering 5xx errors from overloaded servers. Simultaneously, HTTPS streamlines technical SEO settings by resolving mixed-content warnings and enabling proper canonical URLs. When paired with an optimized XML sitemap and SEO-friendly URLs configured in Magento Admin, this technical foundation consolidates ranking power across category pages, product listings, and CMS pages.

Varnish reduces backend strain, transforming your infrastructure economics. By handling 90% of page requests directly from cache - bypassing Magento’s resource-intensive rendering - it cuts server load by 70%+ and delays costly hardware upgrades. During flash sales or viral traffic spikes, Varnish acts as a shock absorber, enabling your store to sustain 10x surges without crashing.

Maintenance workflows simplify too: Magento’s native integration automatically purges outdated product pages or category pages upon updates through cache management, eliminating manual flush commands. These efficiencies compound when integrating a Content Delivery Network (CDN), which caches static content like images globally - slicing latency for international buyers by 50–70%.

Boosting Magento SEO with HTTPS and Varnish remains an essential infrastructure for a high-performing, visible ecommerce store. The synergy of Varnish cache performance and the trustworthiness of HTTPS creates an unbeatable foundation for both speed and reliability.

If you need to hire someone to set up weighted search prioritization in Magento or want to find providers who can customize your search results page, Scalesta can guide you to the right solutions. Our certified experts help optimize search relevance, configure Elasticsearch, and ensure that your Magento environment is tuned for both speed and accuracy.

Will Varnish break my dynamic content?
Not with proper Varnish configuration. Use VCL to exclude carts, checkouts, and personalized sections.

Is HTTPS mandatory for SEO?
Absolutely. It's a core ranking signal and a security requirement favored by users and search engines. Google ignores sites without HTTPS and does not add them to the search engine.

How often should I purge the Varnish cache?
Configure Magento to purge automatically on content updates. Manually purge via Magento Admin > System > Cache Management or Varnish commands after adding SKUs or other massive changes to the site.

Where do I configure canonical URLs?
Primarily in the Magento Admin when editing product pages, category pages, or via URL Rewrite Settings. Extensions can offer finer control.

Should I minify CSS/JS with Varnish?
You can do this in Magento's CSS settings and JavaScript settings (Developer section). Minified files load faster.

Where can I find the best services for optimizing my Magento store search?
Several trusted Magento specialists provide search optimization, performance tuning, and advanced search configuration. Internationally recognized providers include:

• Wagento – Adobe Commerce partner offering deep search optimization.
• Mageworx – experts in product search, layered navigation, and catalog filtering.
• Amasty – creators of premium search extensions and tuning services.

Additionally, hosting providers like Scalesta can help ensure your Magento environment is optimized for search performance, including proper server configuration, database tuning, and caching.

What are the current pricing tiers for professional Magento search optimization tools?
Professional search tools for Magento vary depending on features:

• Amasty Elastic Search: $349–$499 per license
• Mirasvit Advanced Search Suite: $149–$249
• Mageworx Search Suite: $199–$299
• Klevu AI Search (SaaS): from $299/month
• Algolia for Magento (SaaS): from $1 per 1,000 search requests

Self-hosted modules are cost-effective but require a well-configured environment. Hosting providers like Scalesta can help set up and maintain servers to run these tools efficiently.

How do I enable advanced search features on my Magento website?
To enable advanced search in Magento:
Configure Elasticsearch (required in Magento 2.4+):

• Navigate to Stores → Configuration → Catalog → Catalog Search
• Select Elasticsearch version, set host, port, and index.

Optimize indexing and scheduling:

• Ensure indexer mode is set to Update by Schedule.

1. Add synonyms and stop words for improved relevance.
2. Install advanced search extensions such as Mirasvit, Amasty, or Algolia.
3. Optimize hosting environment:

Providers like Scalesta help configure servers, caching, and database performance to ensure search results load quickly and reliably.

List agencies specializing in implementing Elasticsearch for Magento
Key international specialists include:

• Wagento – Adobe Commerce partner, Elasticsearch optimization.
• Atwix – performance and search architecture experts.
• Tigren – Elasticsearch setup and tuning.
• Magebit – search infrastructure and scaling.

In addition, working with a high-performance hosting provider like Scalesta ensures Elasticsearch runs smoothly at scale, improving speed and reliability without manual server management.

Compare different search methods available in Magento like “like” and “fulltext”
Magento offers several search methods.

• LIKE Search:

Simple SQL substring match
Low relevance, no ranking, slow on large catalogs
Legacy fallback, mostly for small stores

• Fulltext Search:

Indexed search using MySQL fulltext
Improved relevance and ranking
Faster than LIKE, but still limited for enterprise catalogs

• Elasticsearch (default in Magento 2.4+):

Advanced indexing, ranking, typo tolerance, synonyms
Fast and scalable for large catalogs
Recommended for SEO and performance

Tip: Search performance also depends on hosting. Providers like Scalesta can optimize your Magento environment to handle complex search queries efficiently, ensuring fast load times even on large catalogs.