SEO & E-commerce Toolkit

Technical SEO, structured data, and AI-driven commerce.

For people who voluntarily work in an industry where the rules change without warning, the documentation is vague on purpose, and 'it depends' is a valid answer. Welcome.

Browse the toolkit Read the notes

By Mags Sikora · Senior SEO Consultant

Worked with

+ 50 more

01 · Toolkit

What are you working on?

Structured data Generate or inspect schema. Schema generators → Visualizer → Comparison →

Merchant Center Audit feeds. GMC Feed Analyzer →

International SEO Build hreflang. Hreflang Generator →

Search Console Build RE2 regex. GSC Regex Builder →

SERP diagnostics Preview snippets, check favicons. SERP Previewer → Favicon Validator →

Crawl controls Build robots.txt, inspect sitemaps. Robots.txt Generator → Sitemap Analyzer →

Chrome extensions: Schema Extractor · Goto URL Resolver View all SEO tools →

02 · Notes

The bits the docs leave out.

Tests, edge cases, implementation notes, and things I thought were worth writing down.

All notes →

Chart of a rising destination-demand curve: creator coverage, saves and shares, Reddit threads and Google Trends move before keyword tools report the change

Search Strategy 9 min read

Travel SEO Is Too Dependent on Yesterday's Demand

Search volume describes demand that already exists. Why travel SEO needs leading indicators from TikTok, Reddit, YouTube and AI search to spot destinations earlier.

17 Sep 2026 · Mags Sikora

Recent

Technical SEO 12 Sep 2026

Google /goto redirects: how to get the real URL

Google now wraps results in google.com/goto redirects, hiding the real URL from the status bar and Copy link address. What changed, and how to get it back.

Google SERP Tests 8 Jul 2026

Google's Loyalty Layer: From Search Relevance to Brand Preference

Preferred Sources, Search Profiles, Subscription Linking and Favourite Brands are one loyalty layer sitting on top of ranking. What it means for ecommerce brands, and what to deploy now.

Ecommerce SEO 21 Jul 2026

Google Shipping and Return Policies: Where to Configure Them and What Takes Precedence

Google reads shipping and returns from five sources: product feed, API, Merchant Center or Search Console settings, product markup, and Organisation schema. The precedence order, and a decision tree for which to use.

Structured data Ecommerce Technical SEO International AI search Research

Available now 03 · Chrome extension

Schema Extractor.

JSON-LD, Microdata, RDFa — one click on the toolbar.

Rich results don't happen by accident. For SEOs who know valid ≠ correct.

MV3 · Free · No tracking · Chrome, Edge, Brave, Arc

https://example.com/products/midi-dress S12

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Midi Dress",
  "offers": { … },
  "aggregateRating": { … }
}

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04 · About

Mags Sikora.
Senior SEO Consultant.

18+ years leading search programmes for enterprise and global businesses. I specialise in the parts of SEO that are hard to fake and harder to fix: technical architecture, structured data, and international implementations. Currently leading enterprise engagements at Intrepid Digital.

Work with me Read more →

6+ and counting at

Intrepid Digital

Past brands

Expedia · New Look · Emirates

Always on

Notes, tools, occasional rants.

Writing & speaking

Mostly here. When time allows.