Shoptet is the most widely used e‑commerce platform in the Czech Republic, with over 34,000 active stores. So how can you stand out in an increasingly competitive space? The key lies not only in PPC advertising but, above all, in well-set SEO. In this article, we’ll walk you through both basic and advanced optimisation options that are worth using.
Where to start with optimizing your Shoptet e-shop
Before diving into Shoptet plugins and e-shop optimization, it’s important to prepare a long-term SEO strategy. Without a solid SEO strategy, all your efforts will be blind and the results uncertain.
It should be based, among other things, on:
keyword analysis
properly set KPIs for measurability
prioritisation of activities
Only once you have a comprehensive SEO strategy in place is it time to dive into the practical setup within Shoptet. In the admin interface, you’ll find the Basic SEO and Advanced SEO add-ons. So how can you use them effectively?
Basic SEO
This add-on is a free tool available on all Shoptet platform plans that makes it easier to optimize your e-shop. It can be found in the administration under the Marketing → Basic SEO tab.
Demonstration of orientation on the Shoptet platform
Within this add-on, you can set up automatic generation of meta tags using variables for the entire e-shop structure - including the homepage, categories, products, product manufacturers, articles, and sections. You can also define how the URL structure will be dynamically generated across the e-shop and configure redirects for individual pages.
Let's go through the settings and how to work with them.
1. Meta tags
In this section, we work with setting the title and meta description for all pages on your e-shop. The title and meta description tell users and search engines what each page is about.
Both elements are displayed by the search engine in search results and influence whether or not a user clicks through to the site. Ideally, they should also communicate the USP or other benefit that the e-shop offers to the user.
Example of title and meta description settings
However, both elements must be contextually relevant to the specific page, otherwise, the search engine won’t respect them and will generate its own title and meta description based on the content found at that URL.
In addition, the headline is one of the ranking factors of the page by the search engine. The form of the meta description has no direct influence on the resulting positions, but it serves to increase the CTR (click-through rate) and to engage the user.
We can use various variables to help you personalize the tags for each page of your e-store. If we use the variables from the image above - "#TITLE# in many colors" and then add a USP in the form of a discount, the category title will look like this:
Let's not forget that Shoptet offers a large number of variables that we can use to automatically generate tags. According to your preferences, you can create tags that contain all the selected information.
Use variables in a reasonable way and with logic so that both tags make sense in the final display. Also keep in mind that both the title and meta description are limited in length. Google will display a headline of approximately 50 to 60 characters and a meta description of 155 to 160 characters.
You can test the display of a specific text, for example, here.
How to products
For products, we recommend inserting the #PRODUCT_NAME# variable in the title with a short text in combination with a competitive advantage or other information. This will let the user know what product is in the URL and also entice them to click through.
For example, let’s look at how the setup will appear in the form: “#PRODUCT_NAME# ✅ Shipping immediately.” ✅_
In case you have a cheaper price than your competitors, also work with the #PRODUCT_PRICE# variable for the product. This will make the price of the product appear in the headline and can be tempting to click through.
Just beware of frequent price changes. It may happen that the entry in the search results does not match because the change is not immediately overwritten.
Working with categories
For categories, we recommend to work with the #TITLE# variable in combination with #PRODUCTS_COUNT# in the title, which will show the user the number of products in the category. This will be especially appreciated if you have a wide product range.
Example of title and meta description settings for a category:
And what does the final appearance in search results look like?
TIP: Previously, we tried to add the #WEBSITE_NAME# variable to the headline (at the end of the headline) to build the e‑commerce brand. However, Google has started to ignore the brand/name in the headline in most cases, so we recommend using the space to communicate a competitive advantage and having the e‑shop brand at the beginning of the homepage headline.
Working with articles
For articles, use the #TITLE# variable in the title, which should always be combined with additional information - e.g. "read more at #WEBSITE_NAME#. However, let's take into account that the article title is usually longer and fills most of the scope.
How to use meta descriptions
With meta descriptions, the greater character limit gives us more room for creativity. So don’t be afraid to combine multiple variables.
For products, for example #PRODUCT_NAME# and #PRODUCTS_COUNT# accompanied by a short text or #SHORT_DESCRIPTION# and in the case of a well-known brand also #MANUFACTURER#.
Let's count on the fact that the meta description serves primarily to attract the user and to realize the click-through to the website, so let's try to communicate in an interesting and concise way.
The headline and meta description can also be customized in the product, category, article or page level settings in the advanced section. This setting then takes precedence over the global settings in the Basic SEO section.
2. URL structure
In addition to the above, the add-on also offers URL structure settings. In this section, we set how Shoptet will generate URLs for individual products, categories, pages and articles, as well as sections or tags.
If we want to work with the URL structure, we recommend to modify the structure right at the beginning of the e-shop creation and not to change URLs without any reason.
Which URL structure should you choose? Let’s look at an example. Shoptet offers three different structures for product URLs:
We recommend choosing the first or second URL structure. If we chose the third version, we would not be able to include a product with one URL in multiple categories across the e-shop (this would create annoying duplicate pages).
The problem would also arise when reassigning products between categories and placing them in the events or news category.
Orientation in Shoptet platform administration
For categories, pages and articles, sections and tags, we recommend choosing a URL structure that makes sense in terms of navigating the structure. Consider also that the content of a particular character in the URL can help in the bulk evaluation of the organic performance of individual parts of the site.
TIP: Please note that any change to the URL will have a negative impact on the page’s search engine ranking and will lose long-built positions. Basically, we never change the URL. Take this into account if you already have an established e‑shop with a different URL structure (categories in the product detail URL). Such a change could bring a drop in organic traffic and should always be checked beforehand.
3. Address Redirection (URL)
You can use URL redirects when you change the URL structure for any reason or need to direct users to a specific URL.
By redirecting addresses, we can prevent non-existent 404 pages, which can occur, for example, when a product or product category of an e-shop is cancelled. This can direct the search engine and the user to a URL with similar content.
TIP: It is imperative that you have full control over the redirection. It can easily happen with unprofessional settings that URLs get stuck and link to themselves, etc. We recommend that you always consult a SEO specialist or us directly for more complex redirect structures.
In Basic SEO we can set up redirects via status code 301 (permanent) and 302 (temporary).
We use permanent redirection when we want to permanently redirect an old URL to a newly created URL.
Setting up a redirect is simple:
Via the "Add" button, insert a new redirect.
Enter the old URL in the top "From Address (URL)" field.
Enter the new address in the lower "To address (URL)" field.
In addition to manual redirection , we can also use bulk URL redirection using a *.csv file. If we are going to make bulk changes, we recommend reading Shoptet's guide to URL redirection.
The Shoptet solution also offers domain redirection. You can use this if you own multiple domains that you want to point to your new e-shop. In this case, you'll appreciate the detailed instructions on how to redirect domains directly from Shoptet.
Advanced SEO
The Advanced SEO add-on offers several new features, the most interesting of which is the creation of parametric categories. It allows you to target more specific product and keyword segments resulting from the implemented keyword analysis.
What is a parametric category
The answer is very simple. By using filtering parameters we can set specific product categories, which can help to get a better position in search results.
A parametric category is a type of category in an e-shop that is automatically generated based on selected product parameters - for example, by brand, colour, price, dimensions or other specifications.
The categories created in this way can also target long-tail keywords. You can build them based on your needs or insights from keyword analysis. It all depends on your strategy.
Why the long tail matters
Why should we also focus on long-tail keywords with lower search volume? Their main advantage is lower competition and a higher conversion rate compared to high-search-volume keywords that the entire market segment usually targets.
Especially when launching a new e‑shop or running a small one with a limited market share, don’t be afraid to target long-tail keywords. Because of their lower competition, these keywords make it easier for your e‑shop to achieve good search rankings and gain organic traffic more quickly.
Daniel Procházka, SEO Consultant
How to create a parametric category
Let's illustrate this with an example: You sell moka coffee pots and keyword analysis shows that users often search for induction, gas or ceramic hob moka pots and also moka pots in conjunction with colour.
These parameters must first be set in the administration according to the instructions for the parameter categories. Based on the product parameters, we then select the appropriate combinations for the parametric categories with an indexable URL that can appear in search results.
In practice, this creates a page with a unique URL address where we can customize the title and meta description. This includes all content on the page.
To support the resulting category, we then create customized content and copywriting with selected keywords. At the same time, we fine-tune the headline and meta description so that they are best optimized for the appropriate phrases.
You can read about how to work with keywords on the web in our previous article.
Shoptet offers an Import and Export function that allows you to bulk check or edit all parametric categories. This was previously not possible and had to be done page by page in the administration.
Thanks to this feature, editing parametric categories becomes significantly faster. You can bulk-manage meta tags, parameters and categories, category descriptions, and much more.
Last but not least, the Advanced SEO add-on also offers an automatic redirect function. If the URL of a product or category changes, it will automatically redirect to the new URL. This prevents the site from creating a non-existent page with a 404 status code.
All changes in redirection are automatically recorded in the Basic SEO add-on in the "URL redirection" section and thus complete the list of redirections that are implemented on the e-shop.
More Shoptet add-ons and features that will come in handy
In addition to the above mentioned add-ons, Shoptet has other features that can help e-shops from an SEO perspective. We have selected two: the Dictionary and the Manufacturers and Brands Filter. You can use both of them in your internal linking strategy. Let's find out how to work with them.
Dictionary
The glossary of terms on the e-shop brings together individual landing pages that are optimized for a particular phrase, keyword or group of keywords. Shoptet refers to it as a “supplementary SEO tool” - and that’s exactly what it is.
It is a great help in creating internal linking. This add-on is paid, but e-shops on the Enterprise plan get it for free.
So how does it work? The landing page is assigned to a specific keyword. Whenever that phrase appears in any text, an automatic internal link is created - pointing the keyword to the selected URL.
If we set a description of the Bialetti brand in the glossary and then mention this brand, for example in a blog article, an internal linking to this keyword is automatically placed.
Internal links are an integral part of SEO - yet they’re often overlooked. At the same time, they’re highly beneficial for users themselves.
Ideally, the glossary can also be used for terms that require additional explanation but for which there isn’t enough space within the article itself.
Manufacturers and brands filter
Do you sell products that are intrinsically linked to the brand name? Typically, this may be bottles of alcohol, which users often search for by brand name. It may also be the names of manufacturers that stand for quality, craftsmanship or great taste.
You can add individual brands in the administration under Products → Tags. In the advanced section, you can also set the title, meta description, and URL address. These manual adjustments take precedence over the automatic settings defined in the Basic SEO add-on.
Such added brands will be displayed in the left menu on the main page of the e-shop and will be included in the list of brands at mystore.com/brand. On the other hand, this filter won’t be of much use to e-shops that sell only their own products.
Add high-quality text to each brand page and optimize it for the relevant group of keywords. These pages can then serve as landing pages for selected search terms.
How to start working on your e-shop?
The Shoptet platform offers many add-ons and customization options. Especially in the past year, we’ve seen progress and development in the SEO area, making e-shops easier to optimize.
At the beginning, set clear priorities for what content you’ll create and which parts you’ll optimize first. The most important step is to write and optimize the main product categories and subcategories - these are the pages that will attract most of your users and organic traffic.
In addition to these categories, focus on the parametric categories mentioned above. This will combine targeting more general and competitive queries as well as more specific or long-tail queries. At the same time, these are business/conversion pages of great interest.
Then get to work crafting articles and creating content for the blog. These pages will support bringing in additional organic traffic and also linking to categories using internal links.
Next, focus on writing content for your most interesting or best-selling products.
Let's do it together!
Don't want to deal with SEO yourself? We're happy to help you with your Shoptet setup and ongoing SEO strategy, as we are certified Shoptet partners. Just get in touch!
Daniel Procházka, SEO Consultant
