E-commerce SEO Analysis Skill

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. python scripts/fetch_page.py <url>         → raw HTML
2. python scripts/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

| 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:

python scripts/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:

python scripts/dataforseo_costs.py log merchant_google_products_search <cost>

Workflow

# Product search: who sells what at what price
python scripts/dataforseo_merchant.py search "<keyword>" --marketplace google

# Seller analysis: merchant ratings and dominance
python scripts/dataforseo_merchant.py sellers "<keyword>"

# Normalize results for analysis
python scripts/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)

python scripts/dataforseo_costs.py check merchant_amazon_products_search

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

Workflow

# Amazon product search
python scripts/dataforseo_merchant.py search "<keyword>" --marketplace amazon

# Cross-marketplace comparison
python scripts/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

Fetch organic rankings via seo-dataforseo: dataforseo_labs_google_ranked_keywords for domain
Fetch Google Shopping presence via Merchant API: merchant_google_products_search for top organic keywords
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.

Required Properties (Google Merchant)

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "",
  "image": [""],
  "description": "",
  "brand": { "@type": "Brand", "name": "" },
  "offers": {
    "@type": "Offer",
    "url": "",
    "priceCurrency": "USD",
    "price": "0.00",
    "availability": "https://schema.org/InStock",
    "seller": { "@type": "Organization", "name": "" }
  }
}

Recommended Properties (Enhance Rich Results)

sku -- product identifier
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
hasMerchantReturnPolicy -- MerchantReturnPolicy with type and days

Validation Rules

price must be a number string, not "$29.99" (no currency symbol)
availability must use full Schema.org URL enum
image should be array with >= 1 high-res image URL
priceCurrency must be ISO 4217 (USD, EUR, GBP)
brand.name must not be empty or "N/A"
Dates in priceValidUntil must be ISO 8601
If aggregateRating present: ratingValue and reviewCount required

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-google | Google Merchant Center feed validation via GSC |

UCP — Universal Commerce Protocol (forward-looking)

Google-led standard (co-developed with Shopify, Etsy, Walmart, Wayfair, Visa, Mastercard, etc.) for letting AI agents discover, negotiate, and transact with merchants without one-off integrations. Already powers direct buying from AI Mode and Gemini.

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
python scripts/ucp_check.py https://store.example.com --json

# With endpoint reachability probes (HEAD each declared capability)
python scripts/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 adoption is early.

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 | Detect page type, suggest /seo ecommerce schema instead |

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`

Agent Skills: E-commerce SEO Analysis

Install this agent skill to your local

Skill Files