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

1. Product Page Analysis (No DataForSEO Needed)

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

Workflow

1. claude-seo run render_page.py <url> --mode auto → raw/rendered HTML
2. 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)
• Image dimensions >= 800px for Google Shopping eligibility
• 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

2. Google Shopping Intelligence (DataForSEO Merchant API)

Live competitive analysis from Google Shopping results.

Cost Guardrail (MANDATORY)

Before EVERY Merchant API call:

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:

claude-seo run dataforseo_costs.py log merchant_google_products_search <cost>

Workflow

# Product search: who sells what at what price
claude-seo run dataforseo_merchant.py search "<keyword>" --marketplace google

# Seller analysis: merchant ratings and dominance
claude-seo run dataforseo_merchant.py sellers "<keyword>"

# Normalize results for analysis
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)

claude-seo run dataforseo_costs.py check merchant_amazon_products_search

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

Workflow

# Amazon product search
claude-seo run dataforseo_merchant.py search "<keyword>" --marketplace amazon

# Cross-marketplace comparison
claude-seo run dataforseo_merchant.py compare "<keyword>"

Cross-Marketplace Report

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 via Merchant API: merchant_google_products_search for top organic keywords
3. Cross-reference results

Gap Types

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.

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "",
  "image": [""],
  "offers": {
    "@type": "Offer",
    "url": "",
    "priceCurrency": "USD",
    "price": "0.00",
    "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

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. Dates in priceValidUntil must be ISO 8601
7. If aggregateRating present: ratingValue and reviewCount required

Schema Scoring

Cross-Skill Integration

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 2026-04-08 as the latest release 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

# Discover and validate the UCP profile
claude-seo run ucp_check.py https://store.example.com --json

# With endpoint reachability probes (HEAD each declared capability)
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

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`