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.

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

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
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

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
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

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 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 →

Notes

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
29 Mar 2026
Ecommerce SEO
Google eCommerce Rich Results 2026: Complete Guide
Which features need a Merchant Center feed, which use structured data, and one eligibility rule that's widely misrepresented.
15 min read
27 Mar 2026
Structured Data
E-commerce Schema Markup: Rich Results, Google Shopping & Scale in 2026
What earns rich results, sale price schema, and the alignment problem most teams never solve.
18 min read
27 Mar 2026
Structured Data
Product Identifiers for Ecommerce SEO: GTIN, MPN, SKU & Brand
What breaks when SKUs land in the GTIN field, and how to audit at scale.
14 min read
22 Mar 2026
Agentic Commerce
What Is Agentic Commerce? How AI Agents Change the Shopping Journey
What agentic commerce actually means, how the shopping journey changes, which AI agents are live, and what they evaluate in your product data.
16 min read
22 Mar 2026
Agentic Commerce
Agentic Commerce Optimization: What to Fix in Your Schema, Feeds, and Product Data
The practitioner's audit for making your product data discoverable by AI shopping agents — schema markup, GMC feeds, PDP content, and the alignment layer between them.
18 min read
21 Mar 2026
Structured Data
Product vs ProductGroup Schema: When to Use Which
One wraps variants, the other describes products. Mixing them up breaks things silently.
10 min read
20 Mar 2026
Technical SEO
Mega Menus & SEO: A Decision Framework for When They Help and When They Hurt
Link equity dilution, the Reasonable Surfer model, anchor text uniformity, and a practical decision tree.
14 min read
19 Mar 2026
Technical SEO
Crawl Budget Management for Large Websites: The Enterprise Guide
At 10M+ URLs, crawl budget is an active allocation problem. Log files, faceted nav decisions, JS rendering gaps, and the crawl vs. indexation distinction most guides miss.
18 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
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
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
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
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