Performance

SEO & Analytics

Complete SEO strategy, meta tags, schema markup and e-commerce conversion tracking.

20GA4 Events
6Pages Tagged
4Schema Types
5Funnel Stages
01 — SEO On-Page

Meta Tags Strategy

Each page has a unique title, description and keywords, optimised for target searches. The format follows the pattern “Page | The Artist — Original Paintings”.

AHome | The Artist
artist.com/
The Artist — Original Paintings & Limited Edition Prints
Original oil and watercolour paintings by a Finnish artist based in London. Shop unique artworks, limited edition prints and bespoke commissions. Worldwide shipping.
titleThe Artist — Original Paintings & Limited Edition Prints
descriptionOriginal oil and watercolour paintings by a Finnish artist based in London. Shop unique artworks, limited edition prints and bespoke commissions. Worldwide shipping.
keywordsoriginal paintings, fine art, oil paintings, watercolour, London artist, Finnish artist
AShop | The Artist
artist.com/shop
Shop Original Artworks | The Artist
Browse and buy original oil and watercolour paintings, and limited edition prints. Each artwork is signed, certificated and shipped worldwide from London.
titleShop Original Artworks | The Artist
descriptionBrowse and buy original oil and watercolour paintings, and limited edition prints. Each artwork is signed, certificated and shipped worldwide from London.
keywordsbuy original paintings, art for sale, oil on canvas, watercolour paintings, limited edition prints
ACollections | The Artist
artist.com/collections
Collections | The Artist
Explore curated collections of original paintings — Landscapes, Seascapes, Portraits and more. Each collection tells a unique visual story.
titleCollections | The Artist
descriptionExplore curated collections of original paintings — Landscapes, Seascapes, Portraits and more. Each collection tells a unique visual story.
keywordspainting collections, landscape paintings, seascape art, portrait paintings, art collections
AArtwork Detail | The Artist
artist.com/shop/[slug]
[Artwork Title] | The Artist
Original [medium] on [surface], [dimensions]. Signed and dated by The Artist. Certificate of authenticity included. Free shipping on orders over £150.
title[Artwork Title] | The Artist
descriptionOriginal [medium] on [surface], [dimensions]. Signed and dated by The Artist. Certificate of authenticity included. Free shipping on orders over £150.
keywordsoriginal artwork, buy painting, [medium] painting, The Artist
ACommissions | The Artist
artist.com/commissions
Commission an Original Painting | The Artist
Commission a bespoke original painting by The Artist. Tell me about the painting you have in mind — I take a limited number of commissions each year.
titleCommission an Original Painting | The Artist
descriptionCommission a bespoke original painting by The Artist. Tell me about the painting you have in mind — I take a limited number of commissions each year.
keywordscommission a painting, bespoke artwork, custom painting, original commission
AAbout | The Artist
artist.com/about
About the Artist | The Artist
Learn about The Artist — a Finnish artist based in London with a passion for light, colour and the natural world. Studio, exhibitions and artistic philosophy.
titleAbout the Artist | The Artist
descriptionLearn about The Artist — a Finnish artist based in London with a passion for light, colour and the natural world. Studio, exhibitions and artistic philosophy.
keywordsartist biography, Finnish artist, London studio, contemporary painter
02 — Social Sharing

Open Graph & Social Preview

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.

OG Image · 1200×630pxArtwork image with artist name overlay
artist.com
The Artist — Original Paintings & Limited Edition Prints
Original oil and watercolour paintings by a Finnish artist based in London. Shop unique artworks...
Configured Tags
og:title
The Artist — Original Paintings & Limited Edition PrintsShare title
og:description
Original oil and watercolour paintings by a Finnish artist based in London...Short description
og:image
/og/artist-og-1200x630.jpg1200×630 px, < 200 KB
og:type
websiteContent type (product for artwork pages)
og:url
https://artist.comCanonical URL
twitter:card
summary_large_imageTwitter/X format
twitter:site
@[artisthandle]Twitter/X handle
03 — Structured Data

Schema.org Structured Data

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.

Organization

Tells Google about the artist/brand — name, URL, logo and social profiles.

searchAppears in the Knowledge Panel and brand search results.
JSON-LDapplication/ld+json
{
  "@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"
}
Product

Describes each artwork as a product with price, availability and images.

searchActivates rich results in Google Shopping and image search — price + availability shown in results.
JSON-LDapplication/ld+json
{
  "@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"
    }
  }
}
BreadcrumbList

Defines the hierarchical navigation path of each page.

searchShows breadcrumbs in search results — improves click-through rate.
JSON-LDapplication/ld+json
{
  "@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"
    }
  ]
}
FAQPage

Marks up the FAQ page so Google can show expandable answers directly in search results.

searchActivates FAQ rich results — significantly increases SERP real estate and clicks.
JSON-LDapplication/ld+json
{
  "@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."
      }
    }
  ]
}
04 — Analytics

GA4 Events Map

All events tracked in Google Analytics 4, organised by user flow. Each event has specific parameters for segmentation and e-commerce conversion analysis.

UF-01Browse6 events
page_view

Each navigation between pages

paramspage_title, page_location
pagesAll
scroll_depth_25

User scrolls to 25%

paramspercent_scrolled: 25
pagesAll
scroll_depth_50

User scrolls to 50%

paramspercent_scrolled: 50
pagesAll
scroll_depth_75

User scrolls to 75%

paramspercent_scrolled: 75
pagesAll
scroll_depth_100

User reached the bottom of the page

paramspercent_scrolled: 100
pagesAll
cta_click

Click on a primary CTA button

paramscta_label, cta_location
pagesHome, Shop, Collections
UF-02E-commerce6 events
view_item

User views an artwork detail page

paramsitem_id, item_name, item_category, price
pagesShop / [slug]
add_to_cart

User adds an artwork to the cart

paramsitem_id, item_name, price, currency
pagesShop / [slug]
remove_from_cart

User removes an artwork from the cart

paramsitem_id, item_name
pagesCart
view_cart

User views the cart page

paramsvalue, currency, items[]
pagesCart
begin_checkout

User proceeds to checkout

paramsvalue, currency, items[]
pagesCart → Checkout
purchase

Payment completed successfully

paramstransaction_id, value, currency, items[]
pagesOrder Confirmation
UF-03Commission4 events
commission_form_start

User begins filling the commission form

paramsform_id
pagesCommissions
commission_form_step

User completes a form step

paramsform_id, step
pagesCommissions
commission_form_submit

Commission request submitted successfully

paramsform_id
pagesCommissions
commission_form_error

Validation error in commission form

paramsform_id, error_field
pagesCommissions
UF-04Gallery4 events
artwork_filter

Filter applied in the shop gallery

paramsfilter_type, filter_value, results_count
pagesShop
artwork_card_click

Artwork card clicked

paramsitem_id, item_name
pagesShop, Collections
artwork_zoom

User zooms into artwork image

paramsitem_id
pagesShop / [slug]
collection_card_click

Collection card clicked

paramscollection_id, collection_title
pagesCollections, Home
UF-05Contact2 events
contact_form_start

User begins filling the contact form

paramsform_id
pagesContact
contact_form_submit

Contact form submitted successfully

paramsform_id
pagesContact
05 — Conversion

Conversion Funnel

Visualisation of the customer journey from first visit to completed purchase. Each stage is tracked via GA4 to identify where to optimise.

page_view100%
Stage 1Visitor arrives at site
view_item75%
Stage 2Views an artwork
add_to_cart30%
Stage 3Adds to cart
begin_checkout20%
Stage 4Begins checkout
purchase12%
Stage 5Completes purchase
Percentages are indicative. GA4 provides real data after go-live.
06 — Performance

Core Web Vitals

The three user experience indicators measured by Google. They are ranking factors and indicate the perceived quality of the site.

LCP
< 2.5s
Largest Contentful Paint

Time until the largest visible element loads

How we achieve it
  • Hero artwork image with next/image + priority
  • Cloudinary CDN for image delivery
  • Vercel Edge Network for global performance
  • Fonts preloaded with preload link
FID
< 100ms
First Input Delay

Response time to the first click/tap

How we achieve it
  • Minimal JavaScript in the initial bundle
  • Stripe checkout loaded only on /checkout
  • No main thread blocking
  • Dynamic imports for heavy components
CLS
< 0.1
Cumulative Layout Shift

Visual instability — elements jumping in the layout

How we achieve it
  • Explicit dimensions on all images via next/image
  • Skeleton screens for dynamic components
  • Fonts with font-display: swap
  • Reserved space for Stripe Payment Element
07 — Technical SEO

Technical Checklist

Technical SEO requirements implemented in this project. All points are verified in the QA process before go-live.