Make your store's pages understandable for customers and search engines, and check that the correct content and address are actually displayed.
This guide is for store administrators and content managers in Go, Plus, and Pro. It describes basic page content and SEO fields. The placement of product, group, page, and theme fields may differ between editors; select the correct page type, language, sub-store, and active theme. No setting guarantees a specific ranking, traffic, or sales.
1. Choose the page's purpose and relevant search queries
SEO is about making content accessible and relevant in organic search results. Paid ads are a separate traffic source. Organic clicks have no direct ad cost per click, but content and technical work still cost time and money.
Start with the customer's actual question: a product purchase, a category choice, or a guide. "Buy camera" and "camera for nature photography" may require different content. Write useful product information and natural links; repeated keywords or large amounts of generic text are no substitute for relevance.
2. Fill in the correct fields
Section | Location and check |
General domain/SEO choices | Settings → Domains and SEO. Check how general templates are used for the current page type. |
Product | Assortment → Products → correct product. Name, description, identifiers, images, and group should match the item. |
Product group | Assortment → Product groups → correct group. Check the group text and any custom layout. |
Custom page | Pages → correct page/editor. Check the title, meta description, language, visibility, and URL. |
Images | Use the image type's actual alt field, not an arbitrary text field. |
Title and meta description
Write a unique and descriptive page title that fits the content and helps the customer choose the right page. The visible main heading and the HTML title are different elements. Google may create a different title link than the one you suggest.
The meta description summarizes the page's benefit and can be used for the search result's snippet, but Google may choose text from the page itself. It is not a direct ranking factor in itself. There are no general ranking requirements for exactly 40–60 title characters or 130–150 description characters; the space and context of the search result vary.
Meta keywords, headings, and images
Google does not use meta keywords for indexing or ranking, even if the words match the content. Focus your efforts on customer-friendly text instead.
Use a clear main heading and logical H2/H3 sections. There is no ranking requirement for a maximum of four or five H2s. H4–H6 are used when the hierarchy requires it, not to distribute keywords.
Write alt text based on the image's function and relevant content; 120–150 characters is not a universal limit. Filenames are additional descriptive information but do not replace alt text. A stable name that describes the image is better than meaningless codes, but a certain number of words in the filename does not guarantee any placement. Do not change existing public file addresses without managing their links.
3. Check URL, canonical, and indexing
Open the actual published page in the correct language and sub-store.
Check the title, meta description, main heading, content, and actual image alt text.
Check that the page's intended URL and canonical tag point correctly. A currently rendered canonical tag and an older index entry are different observations.
When changing a URL: map old links and check the actual redirect, status code, and destination. Support for moved URLs does not mean that every possible change automatically creates a correct 301.
Use your own verified Search Console account for URL inspection, indexing issues, and relevant sitemap/canonical information when needed. Do not request indexing to hide an incorrect address or canonical tag.
4. Follow up on the right metrics and prioritize quality
Impressions show views in search results; clicks and CTR describe visits from them. CTR is clicks divided by impressions and is also affected by the query, position, and design. Indexing, ranking, clicks, and purchases are different metrics. Compare relevant queries and landing pages over time, without fixed time or placement promises.
Relevant, natural links from trustworthy contexts can help customers find what they need. Do not buy or exchange manipulative links to promise ranking. Mobile usability, understandable navigation, and reasonable loading times are also important parts of quality.
Accessibility is a separate check
Correct alternative texts, heading structure, and a functioning interface help more customers. Applicable accessibility rules for e-commerce may, among other things, follow the LPTT and EU directive 2019/882 with special conditions of application and exceptions. Directive 2016/2102 for the public sector is not a general legal description for all online stores. An SEO checklist does not prove compliance; see PTS's guidance for the correct business activity.
Quick start
Choose the customer query and the correct page type.
Write a relevant title, description, headings, and image alt text.
Check the current public URL, canonical tag, and indexability.
Follow up on relevant impressions, clicks, and purchases separately.
Subscription and access
Basic content/SEO work applies to Go, Plus, and Pro. Check the correct editor and page/language version; package access does not make a hidden or misaddressed page indexable and does not guarantee any ranking.
