Complete SEO strategy, meta tags, schema markup and e-commerce conversion tracking.
Each page has a unique title, description and keywords, optimised for target searches. The format follows the pattern “Page | The Artist — Original Paintings”.
When a link is shared on LinkedIn, Pinterest or Twitter/X, the preview is controlled by Open Graph tags — ensuring a professional presentation of artworks.
JSON-LD injected into the <head> of each relevant page. Enables Google to understand the content and present rich results — product prices, FAQ answers and breadcrumbs.
Tells Google about the artist/brand — name, URL, logo and social profiles.
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "The Artist",
"description": "Original paintings and limited edition prints by a Finnish artist based in London",
"url": "https://artist.com",
"email": "hello@artist.com",
"address": {
"@type": "PostalAddress",
"addressLocality": "London",
"addressCountry": "GB"
},
"sameAs": [
"https://www.instagram.com/[artisthandle]",
"https://www.pinterest.com/[artisthandle]"
],
"logo": "https://artist.com/logo.png"
}Describes each artwork as a product with price, availability and images.
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Evening Light, Lake District",
"description": "Original oil on linen canvas. Signed and dated. Certificate of authenticity included.",
"image": "https://artist.com/artworks/evening-light.jpg",
"brand": {
"@type": "Brand",
"name": "The Artist"
},
"offers": {
"@type": "Offer",
"priceCurrency": "GBP",
"price": "850",
"availability": "https://schema.org/InStock",
"url": "https://artist.com/shop/evening-light-lake-district",
"seller": {
"@type": "Organization",
"name": "The Artist"
}
}
}Defines the hierarchical navigation path of each page.
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://artist.com"
},
{
"@type": "ListItem",
"position": 2,
"name": "Shop",
"item": "https://artist.com/shop"
},
{
"@type": "ListItem",
"position": 3,
"name": "Evening Light, Lake District",
"item": "https://artist.com/shop/evening-light-lake-district"
}
]
}Marks up the FAQ page so Google can show expandable answers directly in search results.
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "Do you ship original paintings internationally?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes, all original paintings and prints are shipped worldwide. International orders are fully insured and tracked."
}
},
{
"@type": "Question",
"name": "How do commissions work?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Submit a commission request with details of your vision and budget. I will be in touch within 3 working days to discuss the project."
}
}
]
}All events tracked in Google Analytics 4, organised by user flow. Each event has specific parameters for segmentation and e-commerce conversion analysis.
page_viewEach navigation between pages
scroll_depth_25User scrolls to 25%
scroll_depth_50User scrolls to 50%
scroll_depth_75User scrolls to 75%
scroll_depth_100User reached the bottom of the page
cta_clickClick on a primary CTA button
view_itemUser views an artwork detail page
add_to_cartUser adds an artwork to the cart
remove_from_cartUser removes an artwork from the cart
view_cartUser views the cart page
begin_checkoutUser proceeds to checkout
purchasePayment completed successfully
commission_form_startUser begins filling the commission form
commission_form_stepUser completes a form step
commission_form_submitCommission request submitted successfully
commission_form_errorValidation error in commission form
artwork_filterFilter applied in the shop gallery
artwork_card_clickArtwork card clicked
artwork_zoomUser zooms into artwork image
collection_card_clickCollection card clicked
contact_form_startUser begins filling the contact form
contact_form_submitContact form submitted successfully
Visualisation of the customer journey from first visit to completed purchase. Each stage is tracked via GA4 to identify where to optimise.
The three user experience indicators measured by Google. They are ranking factors and indicate the perceived quality of the site.
Time until the largest visible element loads
Response time to the first click/tap
Visual instability — elements jumping in the layout
Technical SEO requirements implemented in this project. All points are verified in the QA process before go-live.