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The Amadeus resource library

Website design
and SEO resources.

Practical guides for planning a website, improving search visibility and making the next customer action easier. Explore tools you can use in your browser and plain-language explanations of website and search terms.

Browse all resources ↓105 guides 8 tools 39 glossary entries ↗

A useful place to start

What are you working on?

Choose a guide or planning tool around the decision in front of you.

Use a guide for a complete explanation, a tool to prepare an editable planning worksheet, or a glossary entry to clarify a term. The tools use your entries; they do not inspect a live website or choose a platform for you.

Guide

Structure a SaaS homepage around a buyer task

Structure a SaaS homepage around the buyer's job, the product's role in that job and a credible next step.

Guide

Design category pages that help shoppers choose

A category page should help a shopper narrow a choice and reach an appropriate product.

Tool

Website brief builder

Turn your business model, buyer action and website requirements into a downloadable project brief.

Guides / Tools / Glossary

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Showing 152 resources

Guide / SEO & AI search

How to plan SEO for an online store

How to plan SEO for an online store. A collection-to-sale planning worksheet.

Guide / SEO & AI search

Which store filters should Google index?

Index a filtered collection only when it serves a distinct shopping task, has a stable useful product set and deserves its own landing page.

Guide / SEO & AI search

Design category pages that help shoppers choose

A category page should help a shopper narrow a choice and reach an appropriate product.

Guide / Website design

What belongs on an eCommerce product page?

An ecommerce product page needs enough information to choose the exact item and understand the next step: specifications, useful images, selected variant, current availability and the applicable delivery and returns information.

Guide / SEO & AI search

Product variants and canonical URLs

Choose canonical URLs around genuinely equivalent content, then make variant selection work for shoppers.

Guide / SEO & AI search

What to do with discontinued product pages

Treat a discontinued product according to what a returning buyer needs: a restock answer, a genuine replacement, useful archived information or a clear removal.

Guide / SEO & AI search

Check product structured data against the storefront

Validate product structured data against the same variant and purchase state a customer sees.

Guide / Website design

Plan a store catalog customers can navigate

Organize a store catalog around how shoppers distinguish products, then give each item a sensible home.

Guide / SEO & AI search

Where to link between products, collections and guides

Place internal links where a shopper needs the next piece of information: from a buying guide to a suitable collection, from that collection to a product and from the product to relevant support.

Guide / SEO & AI search

Pagination and load-more buttons on collection pages

A load-more button is useful only when shoppers can continue through the collection and useful products remain discoverable through supported links.

Guide / SEO & AI search

Can search engines read your JavaScript storefront?

Compare the initial HTML response with the rendered product page to find which buying facts depend on JavaScript.

Guide / SEO & AI search

Plan language and region URLs for an online store

Plan international store URLs by language and market together.

Guide / SEO & AI search

How to migrate a store without losing its useful URLs

Migrate useful store URLs by mapping each old destination to the closest valid new destination and verifying the buyer action afterward.

Guide / Conversion & measurement

Measure revenue from organic store landing pages

Measure organic landing-page revenue by reconciling identified orders, refunds and attribution rules.

Guide / SEO & AI search

Write product copy that helps customers compare

Product copy should help a customer compare fit, materials and use before adding to cart.

Guide / SEO & AI search

Map store searches to products, collections or guides

Map a search to the page that best completes its underlying task: a product for a specific item, a collection for a range and a guide for a decision that needs explanation.

Guide / Website design

What belongs on an online store homepage?

A store homepage should direct first-time shoppers toward the right collection while helping returning customers reach products and support quickly.

Guide / Conversion & measurement

How to run a storefront usability walkthrough

Run a storefront usability walkthrough as a sequence of buying tasks, not a tour of page features.

Guide / Conversion & measurement

How to diagnose cart abandonment

Diagnose cart abandonment by separating where the buying path stopped from why it stopped.

Guide / Website design

Shopify or WooCommerce for your next store?

Choose between Shopify and WooCommerce by testing the store's essential workflows and the owner's capacity to maintain them.

Guide / Website design

Wix or Squarespace Commerce for a small catalog?

Compare Wix and Squarespace Commerce by having the future store owner complete the same product edit and test-order tasks.

Guide / Website design

BigCommerce or Adobe Commerce for a complex catalog?

For a complex catalog, compare BigCommerce and Adobe Commerce through a requirements matrix with named integration and release owners.

Guide / Website design

How to design a SaaS pricing page for buyers comparing plans

A SaaS pricing page should show the limits that change the buyer's plan choice and explain what happens when those limits are reached.

Guide / Website design

Which questions belong on a SaaS demo form?

Ask a SaaS demo-form question only when it changes routing, preparation or qualification enough to justify the effort.

Guide / Website design

Should your SaaS website lead with a demo or a free trial?

Lead with a free trial when a suitable buyer can reach a meaningful product task with manageable setup.

Guide / SEO & AI search

Plan SaaS use-case pages around product fit

Build a SaaS use-case page around a workflow the product can actually support.

Guide / SEO & AI search

Build a useful SaaS comparison page

A useful SaaS comparison page compares defined tasks, shows where each claim came from and states what remains unknown.

Guide / SEO & AI search

What belongs on a SaaS integration page?

A SaaS integration page should explain prerequisites, data direction and the workflows actually supported.

Guide / Conversion & measurement

Trace a demo request from landing page to qualified opportunity

Trace a SaaS demo request by joining a valid submission to a CRM record and its later qualification state.

Guide / Website design

A redesign checklist for keeping pages buyers already use

A redesign checklist should preserve the pages and actions customers already use, then define what the new version must improve.

Guide / Website design

Website usability checklist for a buying journey

Check website usability by asking whether someone can complete a real buying task with a keyboard, on a narrow screen and after an error.

Guide / Website design

Who should own your website, domain and analytics accounts?

The business should know who controls its domain, website, analytics and recovery routes before a handoff is complete.

Guide / Website design

Match a campaign landing page to its ad

Match a campaign landing page to the specific promise and action in its ad.

Guide / SEO & AI search

How to prioritize website speed improvements

Prioritize speed work by the delay it creates in the buyer task, the evidence for its cause and the risk of changing it.

Guide / SEO & AI search

How to measure brand visibility in AI answers

Define an AI-answer sample and count mentions, website citations and failed runs separately, with illustrative denominators and limits.

Guide / SEO & AI search

How to investigate an incorrect AI answer about your business

Investigate an incorrect AI answer by tracing the exact claim to the pages the answer cites and the business records that establish the truth.

Guide / SEO & AI search

Check whether AI search crawlers can reach your pages

Check AI crawler access through three separate layers: published crawler rules, actual HTTP responses and useful page content.

Guide / Conversion & measurement

Do AI referrals become orders or qualified leads?

Evaluate AI referrals by following an explicitly defined referral cohort to orders or qualified requests while retaining unknown and direct traffic.

Guide / SEO & AI search

Why AI search answers change between checks

AI search answers can change across repeated checks, so record sources, wording and run context before interpreting a difference.

Guide / SEO & AI search

Check whether AI shopping answers describe your products accurately

Check an AI shopping answer against a verified product fact ledger for fit, availability and restrictions.

Guide / SEO & AI search

Local SEO for a business with a storefront

For a storefront, local SEO should support a clear path from discovery to a real visit, call or pickup.

Guide / SEO & AI search

When does a business need a separate location page?

Create a separate location page when it helps a customer choose or visit a genuinely distinct destination.

Guide / SEO & AI search

Design store pickup pages that answer availability questions

A store pickup page should answer whether the item is available at the chosen branch, when it is ready and how collection works.

Guide / Paid acquisition

SEO or Google Ads for the next acquisition budget?

Before choosing SEO or Google Ads for an acquisition budget, compare the business task, timing, margin assumptions and measurement readiness.

Guide / Paid acquisition

ChatGPT ads and organic mentions serve different buyer journeys

A paid ChatGPT ad and an independent answer citation are different routes to a buyer.

Guide / Paid acquisition

Check an eCommerce product feed before paying for traffic

Before paying for product traffic, check whether feed identity, price, availability and landing pages agree with the storefront.

Guide / Conversion & measurement

Choose a conversion rate baseline you can use

Choose a conversion baseline by defining the action, denominator and time window before calculating a rate.

Guide / Conversion & measurement

When does a website change warrant an A/B test?

Use an A/B test when a meaningful uncertainty remains, the outcome can be measured and the sample can support a useful decision.

Guide / Conversion & measurement

Verify purchase and demo events after a website change

Verify purchase and demo events from the browser action through the receiving report after a website change.

Guide / Website design

Write a website brief for a local business

A local-business website brief should name the real customer action, the information needed before it and the person who keeps it current.

Glossary / Terminology

Canonical URL

A canonical URL is the preferred address for a page when several URLs contain duplicate or closely similar content.

Read the definition

Glossary / Terminology

Anchor text

Anchor text is the visible wording of a text link.

Read the definition

Glossary / Terminology

Breadcrumb navigation

Hierarchical breadcrumb navigation is a short trail showing a page’s position within a website’s structure.

Read the definition

Glossary / Terminology

Search impressions

A search impression records an appearance in search results under the reporting system’s counting rules.

Read the definition

Glossary / Terminology

Search intent

Search intent is the task or purpose behind a search query.

Read the definition

Glossary / Terminology

301 redirect

A 301 redirect is an HTTP response indicating that a resource has moved permanently to a different URL.

Read the definition

Glossary / Terminology

AI citation

An AI citation is a reference or source link attached to an AI-generated answer.

Read the definition

Glossary / Terminology

Doorway page

A doorway page is a page created to capture similar search queries while taking visitors through an intermediate destination that adds little value to their task.

Read the definition

Glossary / Terminology

Alternative text

Alternative text is the text equivalent supplied for an image’s information or function.

Read the definition

Glossary / Terminology

XML sitemap

An XML sitemap is a machine-readable file listing URLs a site wants search engines to know about.

Read the definition

Glossary / Terminology

Conversion rate in a store or SaaS funnel

Conversion rate depends on the action and denominator. Distinguish orders per session from the share of sessions with a purchase.

Read the definition

Glossary / Terminology

Lead attribution

Lead attribution is the process of assigning source or touchpoint information to an enquiry or sales opportunity.

Read the definition

Glossary / Terminology

UTM parameters

UTM parameters are labels added to a link’s query string to identify campaign traffic in analytics.

Read the definition

Glossary / Terminology

Cumulative Layout Shift (CLS)

Cumulative Layout Shift, or CLS, is a measure of unexpected visual movement during a page’s lifetime.

Read the definition

Glossary / Terminology

Product variant

A product variant is a particular combination of a product’s options, such as a size and color.

Read the definition

Glossary / Terminology

Faceted navigation

Faceted navigation lets shoppers narrow a catalog using combinations of attributes such as size, color and brand.

Read the definition

Glossary / Terminology

Product detail page (PDP)

A product detail page, or PDP, describes one product and gives the buyer the information and controls needed to choose the correct item.

Read the definition

Glossary / Terminology

Product listing page (PLP)

A product listing page, or PLP, presents a group of products for browsing and comparison.

Read the definition

Glossary / Terminology

Cart abandonment

Cart abandonment describes a shopping journey in which a buyer adds an item to a cart but does not complete a purchase within the measurement rule being used.

Read the definition

Glossary / Terminology

Product feed

A product feed is a structured set of product records supplied to a shopping destination or other receiving system.

Read the definition

Glossary / Terminology

Hreflang

Hreflang is an annotation that identifies equivalent pages intended for different languages or language-and-region audiences.

Read the definition

Glossary / Terminology

Pagination

Pagination divides a collection or results set into a sequence of pages.

Read the definition

Glossary / Terminology

Customer acquisition cost (CAC)

Customer acquisition cost, or CAC, is the acquisition spending allocated to a defined group or period divided by the number of new customers acquired under the same method.

Read the definition

Glossary / Terminology

Query fan-out

Query fan-out is a technique in which a search system explores several related searches or subtopics while developing an answer to a broader question.

Read the definition

Glossary / Terminology

Qualified demo

A qualified demo is a demonstration request that meets a business’s agreed criteria for a commercially relevant sales conversation.

Read the definition

Guide / eCommerce

Shopify theme or custom storefront

Choose a Shopify theme approach or a custom storefront by testing the requirements that change the buyer journey and the owner's editing work.

Guide / eCommerce

Design Shopify collections buyers can browse

Define Shopify collections around a clear shopping purpose and verify membership with representative products.

Guide / eCommerce

Plan Shopify product options

Plan product options by the combinations a buyer can actually select and the inventory, imagery and pricing attached to each.

Guide / eCommerce

Audit WooCommerce extensions before a rebuild

Audit WooCommerce extensions by the business task each one owns, its dependencies and how the team would recover if it fails.

Guide / eCommerce

Find WooCommerce checkout failures

Find WooCommerce checkout failures with synthetic orders in a sandbox and a log that follows the selected product through payment and order state.

Guide / eCommerce

Hand over a Wix store to its owner

Hand over a Wix store by having the future owner complete the tasks they will perform after launch.

Guide / eCommerce

Choose a Squarespace product layout

Choose a Squarespace product layout around what buyers need to compare, not how dramatic the first image looks.

Guide / eCommerce

Validate a BigCommerce catalog import

Validate a BigCommerce catalog import by reconciling expected records and fields before trusting the storefront.

Guide / eCommerce

Plan Adobe Commerce store views

Plan Adobe Commerce store views by separating business requirements from configuration scope.

Guide / eCommerce

Check ecommerce exports before migrating

Check ecommerce exports before migrating by mapping each required field to a usable destination and recording what is missing.

Guide / eCommerce

Explain subscription products before checkout

A subscription product page should explain what arrives, what repeats and the commercial conditions before checkout.

Guide / eCommerce

Design a B2B request-for-quote flow

A B2B request-for-quote flow should collect the information needed to prepare the quote and route it to a responsible person.

Guide / eCommerce

Build a usable product size guide

A product size guide should state what was measured, the units and how the buyer should measure for fit.

Guide / eCommerce

Show shipping constraints before checkout

Show shipping constraints before checkout when they affect whether a buyer can receive the product.

Guide / eCommerce

Write a useful returns page

Turn an owner-approved returns policy into a clear customer task flow without changing its meaning.

Guide / eCommerce

Design out-of-stock notifications

An out-of-stock flow should tell the shopper which selection is unavailable and offer a clear, permission-based next step.

Guide / eCommerce

Recover from empty store search results

An empty store search result should help the shopper recover without pretending that an unrelated item matches.

Guide / eCommerce

Create product comparisons that support a choice

A product comparison should show the attributes that change a purchase decision in consistent units.

Guide / eCommerce

Test a mobile product gallery

Test a mobile product gallery by asking someone to inspect a specific detail and switch variants without losing product identity.

Guide / eCommerce

Diagnose discount code friction

Diagnose discount-code friction by testing the promotion's actual eligibility rules and the message shown when it cannot apply.

Guide / SaaS

Structure a SaaS homepage around a buyer task

Structure a SaaS homepage around the buyer's job, the product's role in that job and a credible next step.

Guide / SaaS

Plan a SaaS product tour

Plan a SaaS product tour as a short sequence that reaches a meaningful buyer task.

Guide / SaaS

Create a SaaS security information page

A SaaS security page should describe controls only at the level supported by current evidence and responsible-owner review.

Guide / SaaS

Explain a SaaS customer migration

Explain a SaaS customer migration through the data that moves, the checks that establish completeness and the decisions that govern cutover and rollback.

Guide / SaaS

Connect a SaaS signup page to onboarding

Connect a SaaS signup page to onboarding by defining the first useful task and the states between account creation and that task.

Guide / SaaS

Design a demo confirmation page

A demo confirmation page should state whether the request was received, a slot was reserved or an error needs recovery.

Guide / SaaS

Organize SaaS website navigation

Organize SaaS navigation around the questions buyers need answered: what the product does, whether it fits, how it connects and how to evaluate it.

Guide / SaaS

Decide when a SaaS feature needs its own page

Give a SaaS feature its own page when it supports a distinct buyer decision that needs more explanation than the main product page can provide.

Guide / SaaS

Connect SaaS marketing pages to documentation

Link SaaS marketing pages to documentation at the point where the buyer shifts from evaluating fit to checking implementation.

Guide / SaaS

Reduce trial signup errors

Reduce trial signup errors by naming the problem, preserving valid input and giving a supported recovery action.

Guide / Local businesses

Plan an appointment business website

An appointment-business website should explain the service fit, availability and whether the action requests or confirms a booking.

Guide / Local businesses

Build a useful retail location page

A retail location page should help a customer visit the right branch and understand what they can do there.

Guide / Local businesses

Make a restaurant menu usable on the web

A restaurant menu should be readable as web content and help the customer identify the item, price and relevant owner-approved details.

Guide / Local businesses

Design a professional service enquiry form

A professional-service enquiry form should collect enough context to route a legitimate request and explain what the submission actually does.

Guide / Local businesses

Design pages for classes and workshops

Class and workshop pages should show who the session fits, where and when it runs and the current booking state.

Guide / Local businesses

Make phone contact useful on mobile

A mobile phone link should connect the customer to the right business function and explain when calling is useful.

Guide / Local businesses

Keep business hours consistent across pages

Keep business hours consistent by assigning a canonical operating record and an owner for every public destination.

Guide / Local businesses

Plan photographs for a local business website

Plan local-business photography around the customer questions each image answers: finding the entrance, understanding the space or choosing an item.

Guide / Local businesses

Change booking providers without losing customers

Change booking providers by protecting existing appointments, links and customer instructions before switching the public route.

Guide / Local businesses

Test a local business contact page

Test a contact page from the visible action through the receiving system, with timestamps and an owner acknowledgement.

Tool / Project planning

Website brief builder

Turn your business model, buyer action and website requirements into a downloadable project brief.

Tool / Project planning

Ecommerce platform fit matrix

Compare six commerce platforms using your own requirements, evidence and unresolved questions. Export your editable matrix.

Tool / Project planning

Website migration URL mapper

Review a migration URL CSV for missing targets, duplicate sources, chains, loops and manual approval before exporting a worksheet.

Tool / Project planning

Website launch acceptance checklist

Check buying and enquiry journeys, record test evidence and assign an owner to unresolved launch blockers. Export your checklist.

Tool / Project planning

Catalog template audit worksheet

Sample product, collection and filtered URLs, group defects by template and buyer impact, then export your catalog audit.

Tool / Project planning

SaaS page planner

Map software buyers to workflows, proof and demo, trial or documentation destinations. Export an editable page plan.

Tool / Project planning

Local business website brief worksheet

Document your real services, hours, buyer action, contact routes and content owner. Export a local business website brief.

Tool / Project planning

Conversion priority board

Separate broken buyer tasks from hypotheses, record evidence and effort, and export a practical conversion review order.

Glossary / Terminology

Content management system

A content management system, or CMS, lets authorized people create, organize and edit website content through an interface.

Read the definition

Glossary / Terminology

Payment gateway

A payment gateway is a service that securely passes payment information and authorization messages between a merchant’s checkout and the payment processing system.

Read the definition

Glossary / Terminology

Webhook

A webhook is an event notification one system sends to an endpoint in another system when something happens.

Read the definition

Glossary / Terminology

Staging site

A staging site is a separate environment used to review and test website changes before they reach the live site.

Read the definition

Glossary / Terminology

Headless commerce

Headless commerce separates the storefront’s presentation from the systems providing commerce functions such as catalog data and cart operations.

Read the definition

Glossary / Terminology

Information architecture

Information architecture is the way a website organizes, names and connects its content so people can find the destination they need.

Read the definition

Glossary / Terminology

Website design system

A website design system is a maintained set of design rules, reusable components and usage guidance.

Read the definition

Glossary / Terminology

Structured data

Structured data is machine-readable information that describes a page’s content using an agreed vocabulary.

Read the definition

Glossary / Terminology

Analytics key event

An analytics key event is an event marked as important to the business in Google Analytics.

Read the definition

Glossary / Terminology

Website accessibility

Website accessibility means designing and developing a website so people with disabilities can perceive, understand, navigate and interact with it.

Read the definition

Glossary / Terminology

Web page rendering

Web page rendering is the process of turning page resources into the content and interface a browser displays.

Read the definition

Glossary / Terminology

Inventory synchronization

Inventory synchronization is the process of keeping stock information consistent between systems such as a warehouse, commerce platform and storefront.

Read the definition

Glossary / Terminology

Website content freeze

A website content freeze is an agreed period when specified content changes pause so a team can move or verify a stable version of a site.

Read the definition

Glossary / Terminology

Redirect chain

A redirect chain occurs when requesting one URL leads through more than one redirect before reaching the final destination.

Read the definition

Guide / SEO & AI search

Keep an accurate product fact ledger for AI discovery

Keep a product fact ledger that connects verified attributes to visible website content and an update owner.

Guide / SEO & AI search

Help readers distinguish similarly named businesses

Help readers distinguish similarly named businesses with a consistent public identity, clear service scope and accurate ownership statements.

Guide / SEO & AI search

Improve a page cited with the wrong meaning

When an answer cites a page with the wrong meaning, compare the exact answer claim with the source passage before editing.

Guide / SEO & AI search

Monitor AI answers without promising rankings

Turn observed AI-answer changes into owned investigations and transparent report updates. Use the issue register and closure rules.

Guide / SEO & AI search

Use crawl logs to diagnose a store discovery issue

Use crawl logs to investigate what requests reached the server and how the store responded.

Guide / SEO & AI search

Review store robots rules before a migration

Review store robots rules against the intended crawl policy and representative URL tests before a migration.

Guide / SEO & AI search

Check catalog sitemaps against the live store

Compare catalog sitemaps with the actual intended search destinations rather than accepting a generated file as complete.

Guide / SEO & AI search

Preserve useful product images in a migration

Preserve useful product images during a migration by mapping image identity, product relationships and rights as carefully as page URLs.

Guide / SEO & AI search

Write product titles for search and customers

Write product titles that identify the item and the attributes customers use to distinguish it.

Guide / SEO & AI search

Check structured data on a local business page

Check local-business structured data against the visible page and approved business facts.

Guide / SEO & AI search

Define acceptance tests for an SEO fix

Define acceptance tests for an SEO fix as observable conditions tied to the actual defect.

Guide / SEO & AI search

Keep a website project scope understandable

Keep a website project scope understandable by naming the buyer journeys, deliverables, responsibilities and acceptance conditions.

Guide / SEO & AI search

Test a website with the person who will edit it

Test a website with its future editor by asking them to complete normal content work and recover from a mistake.

Guide / SEO & AI search

Choose web fonts without slowing the buyer task

Choose web fonts by balancing readable content, required language coverage and the resources needed for the buyer task.

Guide / SEO & AI search

Audit third-party website scripts

Audit third-party scripts by the business task they serve, the data they handle and the cost or failure they introduce.

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