How supports SEO

A review by GearSEO
02/02/2024·Maria Cecilia Marques & Luciano Junior

SEO (Search Engine Optimization) practices are important for ecommerce websites because they affect the site's performance on search engines (e.g: Bing, Google), enabling (or not) potential customers to discover online stores and eventually make a purchase.

The platform where the website is hosted significantly influences SEO success. To understand how this works, Gear SEO, a leading systems integrator (SI), published an article with insights and practical examples on how to choose the best platform to create and host ecommerce experiences.

Original article by Rodrigo Botinhão, CEO and Founder of Gear SEO: Read Here

Original article translated to English: Read Here

In this blog post we summarize the main points from GearSEO’s article and complement them with real examples of how clients leverage to achieve extraordinary results.

Key SEO elements for ecommerce platforms

1. Fast, responsive design

Google increasingly prioritizes mobile versions of websites. Your site must be responsive, ensuring content loads quickly across all devices.

💨 Every site built on is inherently responsive. Migrating to typically results in a 5x boost in PageSpeed, and being approved by Google's Core Web Vitals (CWV) standards. supports high website performance through:

  • Server Side Rendering
  • Edge deployment
  • Optimized images
    • Automatic conversion to light formats (webp/avif)
    • Different sizes to each device
    • Pre-load the main image (LCP of CWV)
    • Lazy loading
  • Cacheable fonts
Click here to read more!

CWV.png, our first client using, with CWV approved

2. Customizable URLs

Having the flexibility to incorporate keywords into your URLs is an effective optimization strategy.

🔗 By exposing both backend and frontend code to site creators, allows for full control over the URL structure, enabling optimal SEO customization.

For instance, Gear SEO's project BolsasJá achieved significant SEO improvements by customizing category and subcategory URLs to the first level of navigation, enhancing page relevance.



3. Integrated content strategy

Merging ecommerce with content-rich pages is a tactic to both improve the Customer Experience and increase SEO results. This content ranges from embedded ecommerce blogs or customized landing page for products and categories.

🧩 On, you can seamlessly blend text, images, videos, and other HTML elements into Product Detail Pages (PDPs), as well as manage satellite content within your domain, leveraging built-in blogging and frontend/backend customization for superior SEO results.


Aviator's PDP, and blog

4. Flexible collections and landing pages

Custom collections and landing pages are key for targeting long-tail keywords and seasonal traffic.

🛍️, enables the creation of product collections and landing pages on custom URLs not directly linked to the main catalog tree, facilitating creation of content that is more likely to convert buyers.


Embelleze's special Black Friday LP, with products outside of main catalogue

5. Editable meta elements

Having control over and easy access to edit meta tags / titles is key to getting the most out of Google and Bing indexing, since this information is what new users will first see when they discover a website. One of the most relevant meta tags is the canonical tag, which tells the search engine which one is the canonical URL. The canonical URL is the version of a webpage chosen by the search engine as the main version when there are duplicates. This selected URL is prioritized to avoid showing repetitive content that does not provide unique value in search results.

🎯 allows for full control over meta elements throughout your site (title, description, meta image, and more). When it comes to canonical tags, not only assigns canonicals by default to make sure search engines know how to prioritize the most relevant URLs, it also makes these tags totally customizable. This flexibility means that you can avoid secondary URLs created through pagination or filters from being indexed by search engines.

For example, on, only option A is indexed by default (although this is 100% editable):



Form created on by Zee.Dog to edit SEO meta elements

Form created on by Zee.Dog to edit SEO meta elements

7. SEO-friendly frameworks

Sites built with frameworks that ensure search engines can accurately crawl and index pages are generally ranked higher.

⚙️'s framework is 100% server side by default, meaning that no JavaScript is sent to the client browser. Even if you add client side scripts, they are first rendered on the server side. This guarantees that search engines have access to all the content in your site.

8. Product organization and availability

Whenever a product is out-of-stock or removed, all organic visits to the corresponding URL result in errors (page not found, error 404). Correctly managing these situations to redirect your visitors is important to maintain traffic and search rankings.

🚫 Many platforms allow you to redirect missing URLs to similar addresses or to your site's homepage. On, you can go a step further, keeping the original URL available and directing your visitor to similar products in your store. This practice prevents errors in searches for missing products and enables out-of-stock items to keep on bringing organic traffic into your site.

9. Constant site availability

A high uptime is crucial for maintaining SEO rankings.

✅ Sites on are guaranteed 99.99% uptime on average, ensuring that they are always available to both customers and search engines. a leader in SEO-focused ecommerce

Gear SEO's analysis positions as a leader in implementing SEO recommendations with minimal complexity. Through their "SEO in Practice" program, Gear SEO showcased's effectiveness using the headless storefront "Bolsas Já," which combines's frontend with Shopify's backend.


Why opt for

- Headless flexibility: Offers creative SEO implementations, from responsiveness to meta element management.

- Seamless integrations: Works effortlessly with major ecommerce backends.

- Cost-effective development: Reduces costs while enhancing focus on SEO.

Concluding thoughts

In an ecosystem where perfection is elusive, stands out for fulfilling comprehensive SEO needs. Its functionalities are designed to align with core SEO principles, ensuring ecommerce success.