SEO & E-commerce Toolkit

Let the tools do
the boring part.

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.

All tools

Type
Price

Schema tools

Free
E-commerce — Product Schema Generators
Not sure which type you need? Compare all three and pick the right one for your page.
JSON-LD Product Merchant Rich results
Free
Product Snippet — Schema Generator
The markup that adds prices and stars to your Google results.
JSON-LD Star ratings Reviews Organic search
Free
Merchant Listing — Schema Generator
The markup that enables Shopping features in Google: Popular Products, price drops, returns.
JSON-LD Shopping Price drops Merchant
Free
Product Variants — Schema Generator
The markup that makes your product variants eligible for colour and size swatches in Google Shopping.
JSON-LD ProductGroup Variants Swatches

Technical SEO

Free
Hreflang Generator
Hreflang without the trial and error.
HTML XML Sitemap HTTP Headers Multilingual
Free
GSC Regex Builder
Build GSC regex filters without Googling the syntax.
URL filters Query filters RE2 Client-side
Free
Robots.txt Generator
Build a robots.txt that actually does what you think it does.
Crawl control Technical SEO Download
Free
SERP Snippet Previewer
Check your title and meta before Google decides to rewrite them.
Title Meta description Desktop Mobile Client-side

Feed & Data

Paid
GMC Feed Analyzer
Catch feed errors before Google does.
CSV TSV JSON XML Client-side

External tools

External · Free trial
InvuAI
Find out if ChatGPT is talking about your brand.
AI visibility Brand monitoring ChatGPT Competitive intel
External · $8
Send Like a Pro
A pro email signature in under 5 minutes.
Gmail Outlook HTML No subscription
Coming soon
More tools
Additional SEO and e-commerce tools in development.

Learn SEO

Structured data: technically optional, practically essential, officially documented in a way that helps a solid few.

These guides skip the preamble. Which type to use, what each field actually does, and how to generate clean JSON-LD — without watching a Google I/O keynote to figure it out.

Overview
Product Schema Markup
Introduction to all three types of Product structured data and when to use each.
Read guide →
Type 1
Product Snippet Schema
Star ratings, reviews, pros/cons, and pricing in organic search. For any product page.
Read guide →
Type 2
Merchant Listing Schema
Shopping panel, Popular products, price drop alerts, and shipping info. For merchant pages.
Read guide →
Type 3
Product Variants Schema
Colour swatches and variant pricing in Google Shopping. Uses ProductGroup with hasVariant.
Read guide →

Notes

All posts →

Practical SEO writing. No content for content's sake. Promise.

16 Mar 2026
SEO Strategy
What Agentic Search Changes and What It Doesn't
Agentic search is real, but the fundamentals have not moved as much as the LinkedIn posts would have you believe.
7 min read
16 Mar 2026
Personal
Bill Slawski
There is a feeling you get when a film you have been waiting for is finally about to start. That is what it felt like to open a new Bill Slawski post.
3 min read
16 Mar 2026
International SEO
When Hreflang and Canonicals Conflict
When they point in different directions, Google picks one and ignores the other. Here's what breaks, why it cascades, and how to find it.
7 min read
28 Feb 2026
International SEO
Hreflang in 2026: The Mistakes That Keep Coming Back
What changed, what stayed the same, and what still breaks international SEO implementations at scale.
7 min read
10 Mar 2026
Technical SEO
Robots.txt Mistakes
Most robots.txt problems aren't caused by bad intentions — they're caused by good intentions applied at the wrong layer.
5 min read
15 Feb 2026
Google Search Console
GSC Regex: Moving Past the Basics
RE2 syntax, URL and query filtering patterns, and the shortcuts that actually save time in day-to-day SEO work.
6 min read

Many free tools here. No strings. If one of these saved you from a Friday afternoon panic, a coffee is a reasonable exchange. No pressure. But also: please. And thank you.

Buy me a coffee  ·  $6