SEO: how your shop reads in Google
How your shop describes itself to search engines, and the wording used on the thousands of pages you never write by hand — every card, every category, every page of a listing. Anything you type on a page or a category itself always wins; this screen only fills the gaps.
The three tabs
| Tab | What it is for |
|---|---|
| Page wording | The templates for titles and descriptions, the suffix added to every title, whether unstocked catalogue pages are indexed, how Google is told to describe your business, and the search-console verification codes. |
| Your business | Read-only: the name, address, phone, email, opening hours and VAT number Google is told about you. It all comes from Settings — change it there. |
| Categories | A title and description per category and sub-category, for when the template wording is not quite right for one of them. |
Titles and descriptions
Five templates: Product page title, Product page description, Category page title, Category page description and the Fallback description used on any page with nothing better. Each shows the tokens it understands and a live preview of what it produces.
- Put a token like
{{ name }}where you want a value dropped in. Products knowname,set,game,number,finish,conditionandprice; categories knowcategory,sub_category,count,price_fromandpage_suffix; everything knowsshopandcity. - Wrap a part in square brackets to have it disappear when its token is empty
—
[ from {{ set }}]vanishes on a product with no set, so you never publish "Lightning Bolt from ". - Titles are trimmed to 60 characters and descriptions to 155; each box says so and shows an example of the result.
- Restore the default wording puts all five back to what they were.
Everything else on that tab
| Setting | What it does |
|---|---|
| Add to the end of every title | A suffix such as "| Free UK delivery over £20". Blank on purpose; only used on titles built for you. |
| Let Google index catalogue products you do not stock | Your shop has a page for every card in the games you sell, whether or not you hold one. Off, those pages still work and still take back-in-stock signups, but they are kept out of search results so they cannot crowd out the pages where you do have stock. Leave it off unless you know why you want it on. |
| Describe your shop to Google as | A shop with a physical address, a local business, an online-only business, or not at all. The first two publish your address, phone and opening hours so they can appear beside your shop in results. An address is what makes your events eligible for a rich result — without one Google marks them up but will not show them. |
| Google Search Console verification / Bing Webmaster Tools verification | Paste only the content value from the meta tag each service gives you, not the whole tag. |
Press Save at the foot of the tab. Each tab saves on its own.
Category wording
One row per category and sub-category: a title box and a description box, with the wording currently in use shown underneath. Leave a row blank and the templates are used. A category with a published landing page takes its wording from that page instead, so edit it there.
Good to know
- Nothing here changes what shoppers see on the page — only the title in the browser tab, the snippet in search results, and the structured data search engines read.
- A blog article and a composed page each carry their own SEO title and SEO description on their own editor, which is why they are not listed here.