seo-ecommerce

The full skill.

Original instructions from the publisher’s SKILL.md

# E-commerce SEO Analysis

Comprehensive product page optimization, marketplace intelligence, and
competitive pricing analysis. Works standalone (on-page + schema) and with
DataForSEO Merchant API for live Google Shopping and Amazon data.

## Commands

| Command | Purpose | DataForSEO? |
|---------|---------|-------------|
| `/seo ecommerce <url>` | Full e-commerce SEO analysis of a product page or store | Optional |
| `/seo ecommerce products <keyword>` | Google Shopping competitive analysis | Required |
| `/seo ecommerce gaps <domain>` | Keyword gap: organic vs Shopping visibility | Required |
| `/seo ecommerce schema <url>` | Product schema validation and enhancement | No |

---

## 1. Product Page Analysis (No DataForSEO Needed)

Fetch and parse any product page for on-page SEO quality.

### Workflow

```
1. "${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run render_page.py <url> --mode auto → raw/rendered HTML
2. "${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run parse_html.py --url <url>   → SEO elements
3. Analyze product-specific signals (below)
```

### Product SEO Checklist

#### Title Tag
- [ ] Contains primary product keyword
- [ ] Includes brand name
- [ ] Under 60 characters (no truncation in SERPs)
- [ ] Format: `[Product Name] - [Key Feature] | [Brand]`

#### Meta Description
- [ ] Contains product keyword + benefit
- [ ] Includes price or "from $XX" (triggers rich snippet interest)
- [ ] Call-to-action present (Shop now, Buy, Free shipping)
- [ ] Under 155 characters

#### Heading Structure
- [ ] Single H1 matching primary product name
- [ ] H2s for: Features, Specifications, Reviews, Related Products
- [ ] No duplicate H1 tags across product variants

#### Product Images
- [ ] Alt text includes product name + distinguishing feature
- [ ] File names are descriptive (not `IMG_001.jpg`)
- [ ] WebP format served (with JPEG fallback)
- [ ] At least 3 images per product (hero, detail, lifestyle)
- [ ] High-resolution images: Google recommends at least 50K pixels (width x height) for merchant listings; larger (for example 800px+) is common practice, not a rule
- [ ] Lazy loading on below-fold images only

#### Internal Linking
- [ ] Breadcrumb navigation: Home > Category > Subcategory > Product
- [ ] Related products section (cross-sell / upsell)
- [ ] Link back to category page with keyword-rich anchor
- [ ] Reviews section links to full review page (if separate)

#### Content Quality
- [ ] Unique product description (not manufacturer copy-paste)
- [ ] Word count >= 200 for product description body
- [ ] Specs table present (not just prose)
- [ ] User reviews on-page (UGC signals)

### Scoring

| Category | Weight | Criteria |
|----------|--------|----------|
| Schema completeness | 25% | Required + recommended Product fields |
| Title & meta | 15% | Keyword placement, length, format |
| Image optimization | 20% | Alt text, format, sizing, count |
| Content quality | 20% | Unique description, specs, reviews |
| Internal linking | 10% | Breadcrumbs, related products, categories |
| Technical | 10% | Page speed, mobile rendering, canonical |

---

## 2. Google Shopping Intelligence (DataForSEO Merchant API)

Live competitive analysis from Google Shopping results.

### Cost Guardrail (MANDATORY)

Before EVERY Merchant API call:
```bash
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run dataforseo_costs.py check merchant_google_products_search
```

- `"status": "approved"` -- proceed
- `"status": "needs_approval"` -- show cost, ask user
- `"status": "blocked"` -- stop, inform user

After each call:
```bash
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run dataforseo_costs.py log merchant_google_products_search <cost>
```

### Workflow

```bash
# Product search: who sells what at what price
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run dataforseo_merchant.py search "<keyword>" --marketplace google

# Seller analysis: merchant ratings and dominance
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run dataforseo_merchant.py sellers "<keyword>"

# Normalize results for analysis
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run dataforseo_normalize.py results.json --module merchant
```

### Analysis Outputs

#### Pricing Intelligence
- Price distribution: min, max, median, P25, P75
- Price outliers (> 2 standard deviations from median)
- Price-to-rating correlation
- Currency normalization to USD (or user-specified)

#### Seller Landscape
- Top 10 sellers by listing count
- Merchant rating distribution
- Free shipping prevalence
- New vs established sellers

#### Product Listing Quality
- Title keyword patterns in top listings
- Average rating and review count benchmarks
- Image count per listing
- Availability status distribution

Load `references/marketplace-endpoints.md` for full API parameter details.

---

## 3. Amazon Marketplace (DataForSEO)

Cross-marketplace intelligence comparing Google Shopping and Amazon.

### Cost Guardrail (MANDATORY)

```bash
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run dataforseo_costs.py check merchant_amazon_products_search
```

Amazon endpoints are in the `warn_endpoints` set -- always requires user approval.

### Workflow

```bash
# Amazon product search
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run dataforseo_merchant.py search "<keyword>" --marketplace amazon

# Cross-marketplace comparison
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run dataforseo_merchant.py compare "<keyword>"
```

### Cross-Marketplace Report

| Metric | Google Shopping | Amazon |
|--------|---------------|--------|
| Avg price | $ | $ |
| Median rating | X.X | X.X |
| Avg review count | N | N |
| Top seller share | % | % |
| Free shipping % | % | % |

---

## 4. Marketplace Keyword Gaps

Identify mismatches between organic and Shopping visibility.

### Workflow

1. Fetch organic rankings via seo-dataforseo:
   `dataforseo_labs_google_ranked_keywords` for domain
2. Fetch Google Shopping presence through the Merchant REST script (not an
   MCP tool; the cost-ledger key is `merchant_google_products_search`):
   `"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run dataforseo_merchant.py search <keyword>`
   for the top organic keywords
3. Cross-reference results

### Gap Types

| Gap Type | Meaning | Action |
|----------|---------|--------|
| **Organic Only** | Ranks organically but no Shopping ads | Create Google Merchant Center feed, bid on these keywords |
| **Shopping Only** | Shopping visibility but weak/no organic | Create content (buying guides, comparison pages) for these keywords |
| **Both Present** | Visible in both channels | Optimize: ensure price consistency, enhance schema |
| **Neither** | No visibility in either | Low priority unless high volume |

### Output Format

```
## Keyword Gap Analysis: example.com

### Opportunities: Organic → Shopping (12 keywords)
| Keyword | Organic Pos | Volume | CPC | Recommended Action |
|---------|------------|--------|-----|-------------------|

### Opportunities: Shopping → Organic (8 keywords)
| Keyword | Shopping Rank | Volume | CPC | Content Type Needed |
|---------|-------------|--------|-----|-------------------|
```

---

## 5. Product Schema Enhancement

Validate and generate Product schema following Google's current requirements.

### Confirmed Required Properties (Google Merchant)

Confirmed required fields are `name`, `image`, and `offers`; use `Offer`, not `AggregateOffer`, for merchant listings. Merchant listings require a `price` greater than zero, and `priceCurrency` whenever `price` is set.

```json
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "",
  "image": [""],
  "offers": {
    "@type": "Offer",
    "url": "",
    "priceCurrency": "USD",
    "price": "49.00",
    "availability": "https://schema.org/InStock"
  }
}
```

### Recommended Properties (Enhance Rich Results)

- `sku` -- product identifier
- `description`, `brand`, `offers.seller` -- recommended context fields
- `gtin13` / `gtin14` / `mpn` -- global trade identifiers
- `aggregateRating` -- star rating + review count
- `review` -- individual reviews (minimum 1)
- `color`, `material`, `size` -- variant attributes
- `shippingDetails` -- ShippingDetails with rate and delivery time (merchant-level shipping via `ShippingService` is also supported; shipping/returns can be set in Search Console without a Merchant Center account)
- `hasMerchantReturnPolicy` -- MerchantReturnPolicy with type and days
- `hasAdultConsideration` -- **required for adult-oriented products** (added 2026-05-20 to Product variant / Merchant listing); Google Search supports only the value `https://schema.org/SexualContentConsideration`
- `category` -- `Text`, `CategoryCode`, or an array mixing both. Use custom
  text for merchant-defined product types and `CategoryCode` with Google's
  taxonomy URL plus `codeValue` for Google Product Categories.

### Validation Rules

1. `price` must be a number string, not "$29.99" (no currency symbol)
2. `availability` must use full Schema.org URL enum
3. `image` should be array with >= 1 high-res image URL
4. `priceCurrency` must be ISO 4217 (USD, EUR, GBP)
5. If `brand` is present, `brand.name` must not be empty or "N/A"
6. Sale periods use `validFrom` plus either `validThrough` or
   `priceValidUntil`, in ISO 8601 format. Include time and timezone when known.
7. If `aggregateRating` present: `ratingValue` and `reviewCount` required (the merchant-listing docs list `reviewCount`; the review-snippet docs also accept `ratingCount`)
8. Do not include fake reviews or undisclosed incentivized reviews in visible
   content or structured data. Clearly and prominently disclose incentives.

### Schema Scoring

| Completeness | Score |
|-------------|-------|
| All required fields | 50/100 |
| + aggregateRating | 65/100 |
| + sku/gtin/mpn | 75/100 |
| + shippingDetails | 85/100 |
| + merchantReturnPolicy | 90/100 |
| + reviews (3+) | 100/100 |

---

## Cross-Skill Integration

| Skill | Integration Point |
|-------|------------------|
| **seo-schema** | Delegates Product schema generation; reuses validation logic |
| **seo-images** | Product image audit (alt text, format, dimensions), plus `DigitalSourceType: TrainedAlgorithmicMedia` IPTC label for AI-generated product images (Merchant Center requirement) |
| **seo-content** | Product description E-E-A-T and uniqueness analysis |
| **seo-dataforseo** | Organic keyword rankings for gap analysis |
| **seo-technical** | Core Web Vitals for product pages (LCP on hero image) |
| **seo-hreflang** | Region-specific result units: in the EEA, product queries can show aggregator and supplier units; the EEA, South Africa and Türkiye also have structured data carousels, each with its own eligibility rules (documented 2026-09-08) |
| **seo-google** | GSC indexation + Performance data for product URLs (NOT Merchant Center feed validation, that is done in Merchant Center / the **Merchant API**; the legacy Content API for Shopping sunsets 2026-08-18) |

## UCP: Universal Commerce Protocol (live)

Google-initiated open standard (co-developed with Shopify, Etsy, Wayfair,
Target, Walmart; payment partners Visa/Mastercard/Stripe/Adyen/Amex) for
letting AI agents discover, negotiate, and transact with merchants without
one-off integrations. Google confirms a first reference implementation for
conversational buying in AI Mode in Search. Broader Universal Cart rollout
details are reported from Google I/O 2026 keynote coverage; not confirmed on a
Google-owned source. ucp.dev lists **2026-08-25** as the latest spec release (Google's merchant
guide still documents 2026-04-08) in its **date-based versioning** scheme, not `1.0`; two integration paths: **Native**
(default) and **Embedded** (approved merchants). Pairs with **AP2** (reportedly
moving toward FIDO governance). Canonical: developers.google.com/merchant/ucp
and ucp.dev.

Merchants already on **Google Merchant Center** with clean Product schema can
declare a UCP profile at `/.well-known/ucp` listing capabilities
(`dev.ucp.shopping.checkout`, `.fulfillment`, `.discount`). See
`references/ucp-universal-commerce-protocol.md` for audit criteria,
capability examples, and the relationship to AP2 (Agent Payments Protocol).

### Audit command

```bash
# Discover and validate the UCP profile
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run ucp_check.py https://store.example.com --json

# With endpoint reachability probes (HEAD each declared capability)
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run ucp_check.py https://store.example.com --probe-endpoints --json
```

The script returns: profile presence, version, declared capabilities,
structural issues (missing fields, unknown capability IDs), and (with
`--probe-endpoints`) per-endpoint reachability. SSRF-blocked endpoints are
reported explicitly. Missing profile is reported as opportunity, not failure.
UCP itself is live; what's early is broad merchant adoption. Flag a literal
`"version": "1.0"` as invalid (UCP versions are date-based, e.g. `2026-04-08`).

---

## Error Handling

| Error | Cause | Response |
|-------|-------|----------|
| No Product schema found | Page lacks JSON-LD | Analyze page content, generate recommended schema |
| DataForSEO credentials missing | Env vars not set | Run analysis without marketplace data, note limitation |
| Cost check blocked | Daily budget exceeded | Inform user, offer free-only analysis |
| Empty Shopping results | No products for keyword | Suggest broader keyword, check location settings |
| Amazon API timeout | Network/rate limit | Retry with backoff, fall back to Google-only |
| Invalid URL | Malformed input | Validate via `google_auth.validate_url()`, show error |
| Non-product page | URL is category/homepage | Run the store-level checks (UCP profile, category structure, feeds) and ask for a product URL for the product-level checks |

---

## Output Template

```
## E-commerce SEO Report: [URL or Keyword]

### Overall Score: XX/100

### Product Page SEO
- Schema Completeness: XX/100
- Title & Meta: XX/100
- Image Optimization: XX/100
- Content Quality: XX/100
- Internal Linking: XX/100

### Marketplace Intelligence (if DataForSEO available)
- Google Shopping Listings: N products found
- Price Range: $XX - $XX (median: $XX)
- Top Seller: [name] (XX% market share)
- Amazon Comparison: [available/not checked]

### Top Recommendations
1. [Critical] ...
2. [High] ...
3. [Medium] ...

Generate a PDF report? Use `/seo google report`
```