SEO and search
Google Merchant Center and free product listings
Google Merchant Center is the account where a store uploads data about its products (name, price, availability, photos, link) so that Google can show them in Shopping, search, images and other services. Free product listings are the display of such products…
Technical site audit
A technical site audit is a check of how the site works "under the hood": speed and Core Web Vitals, server response codes (404, 5xx), redirects, robots.txt and sitemap, HTTPS, the mobile version. Its goal is to find errors that stop buyers from using the…
SEO audit of an online store
An SEO audit of an online store is a check of the site for everything that stops search engines from finding, crawling, indexing and showing the store's pages for the right queries: technical condition, catalog structure, duplicates, meta tags, content and…
SEO trends for an online store
SEO trends are changes in how people search and how search shows results. Over 2025–2026 the picture changed most because of AI-based answers right in Google search (AI Overviews, AI Mode), the growth of zero-click search and new reporting tools. The basic…
AI Overviews and AI Mode in Google
AI Overviews are a short AI-written answer above the regular Google results, with links to sources. AI Mode is a separate search mode for more complex queries: comparisons, multi-step questions, with an extended answer and links. Both use "query fan-out": the…
Core Web Vitals: LCP, INP, CLS
Core Web Vitals are three measures of the real user experience on a page, defined by Google: LCP (how fast the main content appears), INP (how fast the page responds to actions) and CLS (elements jumping around while loading). Good values: LCP under 2.5…
Zero-click search
A zero-click search is a search query after which the person does not go to any result: they either got the answer right on the results page, changed their mind, or immediately typed a new query. How many such searches there are depends on how you count, so…
Structured data for an online store: Product, Offer, Review
Structured data (markup) is extra code on a page that explains to a search engine what exactly is on it: here is a product, here is its price, here is availability, here is the rating. It is most often written in JSON-LD format using the schema.org…
GEO (generative engine optimization)
GEO (generative engine optimization) is a set of actions a website takes to get into the answers of AI assistants and AI search: ChatGPT, Gemini, Perplexity, AI Overviews and AI Mode. The separate terms AEO and LLMO mean almost the same thing. For Google…
AI bots on your site: GPTBot, robots.txt and llms.txt
AI bots are programs that AI companies (OpenAI, Anthropic, Perplexity, Google) use to read websites: to train models, to power search in chatbot answers, or to visit a page at a specific user's request. You can manage them through `robots.txt`, but one rule…
Multilingual store and hreflang
A multilingual online store is a store in which all content (products, categories, checkout, emails) is available in several languages. hreflang is an annotation in a page's code that tells the search engine that the page has versions in other languages or…