SEO & E-commerce Toolkit

Let the tools do
the boring part.

By Mags Sikora · Senior SEO Consultant

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
Latest note
Ecommerce SEO

Google Shipping and Return Settings: All Your Options, and What Takes Precedence

Five places to configure shipping and returns for Google: feed, Merchant API, MC/SC settings, markup, and Organisation schema. Here's which one wins.
12 min read 28 May 2026
01Toolkit

All 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
Free
Schema Markup Visualizer
See your JSON-LD as a tree instead of counting braces at 11pm.
JSON-LD Tree view Fetch from URL Auto-repair
Free
Schema Comparison
Side-by-side diff of two schemas. Before/After or Structural mode.
JSON-LD Diff Competitor analysis Migration
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
Free
Favicon Validator
Check your favicon against Google's requirements and browser standards.
Favicon Google SERPs Client-side
Free
XML Sitemap Counter & Analyzer
URL counts, directory breakdown, duplicate detection, lastmod coverage — from one sitemap URL.
Sitemap index URL count Lastmod Technical SEO
Paid
GMC Feed Analyzer
Catch feed errors before Google does.
CSV TSV JSON XML Client-side
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.
02Learn 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 the two main classes of Product structured data, plus ProductGroup for variants.
Read guide →
Class 1

Product Snippet Schema

Star ratings, reviews, pros/cons, and pricing in organic search. For any product page.
Read guide →
Class 2

Merchant Listing Schema

Shopping panel, Popular products, price drop alerts, and shipping info. For merchant pages.
Read guide →
+ Variants

Product Variants Schema

Colour swatches and variant pricing in Google Shopping. Uses ProductGroup with hasVariant.
Read guide →
03Notes All posts →

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

28 May 2026
Ecommerce SEO

Google Shipping and Return Settings: All Your Options, and What Takes Precedence

Five places to configure shipping and returns for Google: feed, Merchant API, MC/SC settings, markup, and Organisation schema. Here's which one wins.
12 min read
18 May 2026
Structured Data

When Your Schema Is Valid But Your Data Isn't

Product schema suppression, disappearing rich results, and Merchant Center disapprovals are almost always a data problem. Five failure patterns, a 3-layer alignment model, and an operational audit checklist.
13 min read
19 Apr 2026
Original Research

Google Image Thumbnails for Organic Results: Case Study

Analysis of 9,718 organic results across 293 fashion keywords. Mobile serves 92% more image thumbnails than desktop. Which intents, modifiers, and categories get visual treatment.
18 min read
12 Apr 2026
Technical SEO

Google Image Thumbnails: Best Practice Guide

What drives image thumbnail display in Google Search. Covers max-image-preview, og:image best practices, the multi-image treatment, text result images, and a diagnostic sequence for finding where your page falls short.
22 min read
1 Apr 2026
Google SERP Tests

Google Favourite Shopping Brand - Personalisation in Search

Google appears to be testing brand-level personalisation in shopping results. Users can save favourite brands via an in-SERP widget, and those choices shape which products appear for generic queries.
5 min read
30 Mar 2026
Google Shopping

Google Store Ratings vs Product Ratings: How Each Works

Two rating systems, two data sources, two separate setups. Why the same product URL can show different stars in organic and Shopping.
12 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.

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