SEO

That is how Google's SEO Starter Guide puts it, adding that there is no secret that will automatically rank a site first. Guidance on helpful content from the same source sets a condition: SEO can be a helpful activity when it is applied to content made for people first rather than for search engines first.

In our projects, technical SEO covers canonicals Canonical A canonical URL is the web address a search engine selects as the most representative of a set of pages with duplicate content; choosing it is called canonicalisation. Read in the glossary → , hreflang hreflang The hreflang attribute gives the language of a linked page and lets a site tell search engines which pages are localised versions of the same content. Read in the glossary → , sitemaps and IndexNow IndexNow IndexNow is a protocol through which a website tells participating search engines that a page has been added, updated or deleted; a notice sent to one is shared with all the others. , plus structured data Structured data Structured data is a standardised format for providing information about a web page and classifying its content; for Google Search it is mostly written in the Schema.org vocabulary. Read in the glossary → and Core Web Vitals Core Web Vitals Core Web Vitals are a set of Google metrics that measure what real visitors experience on a web page in loading, interactivity and visual stability. Read in the glossary → . When a shop changes platform, we carry its SEO structure over: URLs, redirects and metadata. For such a move, Google recommends planning the redirect strategy once the old URLs have been mapped to new ones and the new site is ready, then setting up permanent server-side redirects from old to new.

In e-commerce, we believe, content decides whether a product is found and whether it sells. Alongside the technical work, we write product copy, category copy and landing pages Landing page As defined in the Google Ads glossary, a landing page is the web page people arrive at after clicking an ad. Read in the glossary → for shops.