Shoptet SEO: How to Optimise Your E-shop on Shoptet

Shoptet generates your sitemap, switches on HTTPS and adds structured data to product pages. Page titles, meta descriptions, URLs, category and product copy, image alt text, redirects and the Search Console and Merchant Center connections are up to you. This guide covers each step with its location in the admin, as Shoptet's help centre gives it (as of 16 October 2026). Menu names are from the Slovak admin, with an English gloss where it helps.

Summary

• Shoptet handles the sitemap, the SSL certificate and structured data on product pages automatically.
• Set titles and meta descriptions with templates for every page, then write your own for key categories and products.
• Choose your URL structure at launch: Shoptet says changing it later deletes all your redirects.
• Keep filter pages out of the index and index only the combinations people actually search for.
• AI assistants need what Google needs: complete, accurate product data.

What does Shoptet handle for you?

• Sitemap. Shoptet generates it automatically. You'll find its address under Prepojenie → Google (Connections → Google) on the Search Console tab. The file is cached for 4 hours, so new URLs can take that long to appear (Shoptet).
• HTTPS. Once your store moves to its own domain, an SSL certificate is generated within an hour and the store switches to HTTPS on its own. You can also switch manually under Nastavenia → Administrácia → Zabezpečenie obchodu (Shoptet).
• Structured data. Templates use Schema.org microdata and describe the main product on each product page following Google's recommendation (Shoptet Developers).
• Images. Uploaded images are served to shoppers as WebP from Shoptet's CDN (Shoptet).

Shoptet's help centre doesn't cover canonical tags, so check yours with URL Inspection in Search Console.

How do you set page titles and meta descriptions?

Under Marketing → Základné SEO → Meta tagy (Basic SEO → Meta tags) you set title and description templates for the homepage, categories, products, articles and brands. You build them from tags such as #PRODUCT_NAME#, #CATEGORY_TEXT# or #MANUFACTURER#. The default category description is just #TITLE#, #WEBSITE_NAME#, the category name plus the store name (Shoptet). Google warns that identical or similar descriptions on every page aren't helpful, but it considers generated descriptions appropriate for large sites (Google).

Override the template on your most important categories and products. In the category detail (Produkty → Kategórie) and the product detail you'll find the Názov (tag „title“) and Popis (meta tag „description“) fields on the Pokročilé (Advanced) tab. What you enter there takes priority over the template (Shoptet).

The templates have a Vygenerovať pomocou AI (Generate with AI) button on every plan. Read what it suggests. Google wants titles that are descriptive, concise and distinct for each page, without repeated keywords (Google).

Which URLs and headings should you set?

Set the URL pattern for products, categories and pages under Marketing → Základné SEO on the Štruktúra adries (URL) (URL structure) tab. Do it at launch. When you change the structure, Shoptet automatically deletes every redirect you have (Shoptet).

Each URL comes from the item's name, and you can edit it in the category or product detail. Shoptet recommends 2 to 3 words separated by hyphens, such as /modne-doplnky/, rather than underscores (Shoptet).

Shoptet says the product name is also the page name in the browser tab, and that's how search engines see it (Shoptet). Write it the way a shopper would: "Men's Nordic winter jacket, black" rather than an internal code. Google recommends a clear, prominent main heading, such as the first visible H1 (Google).

How should you write category copy, product copy and alt text?

Categories. The category detail has a Horný popis kategórie (top description) above the product list and a Dolný popis kategórie (bottom description) below it (Shoptet). Use the top for a few sentences, the bottom for buying advice, sizes or materials.

Products. Shoptet itself advises against copying the manufacturer's text and recommends writing your own (Shoptet). Keep the short description to 1 or 2 sentences and use the long one to answer the questions customers email you.

Alt text. In Produkty → Prehľad (Products → Overview), open a product, go to the Fotogaléria (photo gallery), click the icon with horizontal lines on an image and add a description. In HTML, that's the alt attribute (Shoptet). Google recommends useful, specific descriptions without keyword stuffing (Google).

What about filters, variants and pagination?

Filters. Shoptet's demo store blocks filter, price and sort parameters in its robots.txt (Shoptet). That matches Google's advice when you don't need filtered pages indexed (Google). Check yourdomain.sk/robots.txt for your store. Your own rules go at the end of the file via Vzhľad a obsah → Editor → HTML kód (Design and content → Editor → HTML code), robots.txt section (Shoptet).

To get a combination such as "blue cotton T-shirt XL" into Google, use the Pokročilé SEO (Advanced SEO) add-on. It works only alongside the Parametric filters add-on. Under Marketing → Pokročilé SEO you create parametric categories with their own URL, title, description and copy, and they're always in the sitemap (Shoptet). Activate only combinations with real demand and enough products.

Variants. Set up colours and sizes as variants of one product via Nastavenia → Produkty → Šablóny variantov (Settings → Products → Variant templates), not as separate products with copied descriptions (Shoptet). When all variants sit on one page, Google expects a single canonical URL for the whole group (Google).

Pagination. Google recommends a separate URL and a self-referencing canonical for each page of a category, not a canonical pointing to page one (Google). Shoptet's help centre doesn't cover this, so check it with URL Inspection in Search Console.

How do you redirect old URLs?

When you change a URL, anyone following the old link lands on a 404 error (Shoptet). Set redirects under Marketing → Základné SEO → Presmerovanie adries (URL) (URL redirects), one by one with the Add button or in bulk by CSV. Above the list you choose the type: permanent 301 or temporary 302. Enter addresses with a trailing slash, as /address/ (Shoptet).

With the Advanced SEO add-on, the Automatické presmerovanie (Automatic redirects) tab under Marketing → Pokročilé SEO adds redirects when a product or category URL changes (Shoptet). Google recommends permanent redirects for URL changes and treats the target as canonical (Google).

Don't delete a product you've paused. Shoptet says the visibility setting Len cez URL, nie je možné objednať (URL only, cannot be ordered) avoids a 404 (Shoptet).

How do you speed up a Shoptet store?

Shoptet runs the hosting and CDN, but you still affect speed: upload images under 2 MB with the recommended minimum width of 1024 px (Shoptet). Each script added via Vzhľad a obsah → Editor → HTML kód or an add-on is more code to load. Remove the ones you no longer use.

Track speed in the Core Web Vitals report in Search Console and in PageSpeed Insights. Google recommends good scores, but they don't guarantee rankings (Google).

How do you connect Search Console and Merchant Center?

Search Console. Add a URL prefix property and verify it with the HTML file under Prepojenie → Google on the Search Console tab, or with the HTML tag in Vzhľad a obsah → Editor → HTML kód, header section. Then submit https://www.yourdomain.sk/sitemap.xml (Shoptet).

Merchant Center. Paste the verification code into the Autorizačný kľúč (authorisation key) field under Prepojenie → Google on the Nákupy (Shopping) tab. Copy the product feed URL from the Google Shopping row in Prepojenie → XML feedy. Map stock statuses under Nastavenia → Produkty → Dostupnosti (Settings → Products → Availability). Shoptet notes that brand and EAN are often missing and that false availability can get the account suspended (Shoptet). Google recommends sending product data both ways: structured data and a feed (Google).

What are the most common Shoptet SEO mistakes?

• Default meta tag templates, so every category has almost the same description.
• Deleting sold-out products and categories without a redirect.
• Product descriptions copied from the manufacturer or supplier.
• Hundreds of parametric categories with no demand and one product each.
• Missing brand and EAN, so the Merchant Center feed reports errors.

Shoptet SEO checklist

How do you get your store ready for AI assistants (GEO)?

GEO for an e-shop rests on the same foundations as SEO. For AI Overviews and AI Mode, Google recommends keeping Merchant Center information up to date and making sure structured data matches the visible text. You don't need special Schema.org markup or new files (Google).

In practice: brand, EAN, parameters, real availability and clear shipping and returns terms on every product, plus the facts shoppers compare, such as dimensions, materials or compatibility.

Shoptet also lets you publish an llms.txt file via Vzhľad a obsah → Editor → HTML kód, llms.txt section (Shoptet). Its effect isn't proven yet. Prepojenie → XML feedy also lists an OpenAI product feed, but that one serves ChatGPT Ads, a paid service launched in Europe in September 2026 (Shoptet).

Frequently asked questions

Do I need the Advanced SEO add-on?

Not for the basics, which all live in Basic SEO. The add-on helps if you want filter combinations indexed or automatic redirects when URLs change.

Do I have to write a meta description for every product?

No. A good template is enough on a large store, and Google accepts generated descriptions there. Write your own for main categories and best-selling products.

Does Shoptet add structured data automatically?

Yes, on product pages, as Schema.org microdata. Check the output in Search Console or Google's Rich Results Test.

When will Google see my changes?

The sitemap refreshes within 4 hours. Shoptet points out that submitting a sitemap doesn't mean instant indexing: Google decides when its crawler visits.

Want to know where your Shoptet store's biggest gaps are? Request a free marketing diagnostic or see the SEO and AI search service from Before It Was Cool.