SEO presettings of your shop software

Watch a video on the basics of SEO in your shop.

You can find more information on search engine optimization in the articles Search engine optimization (SEO) basics and SEO settings for merchants.

Your shop software offers the best prerequisites to achieve a good ranking at search engines like Google.

Search engine optimized URLs

To ensure a good search engine ranking, keywords should appear in the URL of a page.

Your shop has a modern search engine optimized URL structure. It automatically generates a URL from information such as page, category or product names. The URL thus automatically contains corresponding keywords. An example: You sell wine in your shop and have built up a corresponding category structure. There is a category called "Wine", a subcategory for red wine and a subcategory of red wine called "Origin France". Your shop system automatically creates the following URL:

This is the structure of the URLs:

Type of page

Structure of the URL


Content page

Category page

For example, if there are two subcategories:

Product page

Legal pages


Page titles

Each page of your shop has a page title, also known as a title tag. This is displayed in the tab bar in the browser, for example. On search engine result pages, the page title is usually displayed as a link to the website. It not only influences the search engine optimisation of your shop, but also plays a major role in whether search engine users click on the link to your shop. If the page title does not appeal to the customer, it reduces the likelihood that they will visit your shop. The page title should contain the most important keywords for the corresponding page.

Your shop system automatically creates the page titles. However, you can change it for each page (except the legal pages).

This is the structure of the automatically created page titles:

Type of page

Structure of the page title



Shop name

Your Shop

Content page

Page name – Shop name

About us – Your Shop

Category page

Category name – Shop name

Wine – Your Shop

Product page

Product name – Shop name

Château Mouton Rothschild – Your Shop

Legal page

Page name – Shop name

Legal notice – Your Shop

All other pages

Page name – Shop name

Your cart – Your Shop

Alt tags

The alt tags of pictures give the search engines information about the contents of the pictures. They may be relevant for the ranking of your shop.

For product images, the product name is automatically set as the alt tag. For pictures you have added yourself in the editor, you can specify the alt tags yourself. For more information read Alternative texts for images.

XML sitemap

An XML sitemap is a list of URLs that provide information about the subpages of a website. Submitting a site's sitemap to search engines like Google makes it easier for search engines to index the site.

Your shop automatically generates a sitemap in XML format. It can always be found at this address:

Please replace "" with the domain of your shop.

As a merchant, you can submit the sitemap to Google in the Google Search Console. The sitemap will be found by Google after some time automatically, because it is noted in the file robots.txt (see next paragraph).


The robots.txt file is a text file that controls the behavior of search engine crawlers.

Your shop's robots.txt file is set up so that all relevant subpages of your shop are tracked by Google and other search engines.


Some subpages of your shop should not be indexed by search engines. These include the legal pages such as the legal notice and the ordering process.

Due to the noindex tag in the meta tags of these pages, Google will not crawl those pages from your shop.

Duplicate content for variation products

Search engines track if the same content exists on multiple websites. Generally you should avoid this in your shop.

If you use variation products in your shop, only the main product will be indexed by search engines. The individual variations are not indexed to avoid duplicate content.

Multiple languages in a shop

It is possible to specify the language of pages in the source code of a website. Due to that, search engines know immediately that the content of a website is for example in German. This is especially helpful when a site is offered in various languages. You can find more information on this in the article Languages of the shop.

In your shop’s source code the language is always defined.