Cantina Ortolana is a made-up family winery in the hills near Verona. The online shop runs in Italian, English and German on a hosted shop platform. There's also a tasting room, by appointment.
The five URLs
- Home (English)
- Shop category: red wines
- A product page: the Ripasso
- The tasting-room page
- The Italian version of the Ripasso page
- Product
- Five-Page Challenge, €340 ex-VAT
- Cap
- 5 URLs
- Deliverable
- recording plus ranked written list
- Turnaround
- 5 working days from a complete brief and access
- Call
- none. The recording is the walkthrough, and you can challenge us back within 7 days.
The recording
Transcript excerpt
“Product page now, because this is the one that earns money. Let's start with what Google can't see. You've got a lovely description of the Ripasso: vintage, soil, what to eat with it. And behind it there's no Product markup. No price, no availability, nothing a search engine can read as ‘this is a bottle you can buy’. A visitor sees a shop. A crawler sees a long paragraph. That's the first thing on your list.”
Five verdicts
Fix first
Fix first
Product pages have no Product markup, so search results can't show them as products.
The Ripasso page has JSON-LD for Organization only. No Product, no Offer.
High for a shop. Without the markup, price and availability are unlikely to appear in results.
Low to medium. Most shop themes have a setting or a snippet. Ask the developer.
Fix first
The English and Italian pages don't point at each other.
The English Ripasso page lists the Italian version in hreflang. The Italian page lists nothing.
Medium to high. One-way hreflang is likely to be ignored, so the wrong language shows up for the wrong visitor.
Low. Both pages need to list each other and themselves.
Fix first
The red-wines category page opens with a long block of general text, and the filters create near-duplicate URLs.
About a screen and a half of text above the first bottle. URLs like /red-wines/?sort=price and /red-wines/?sort=price&vintage=2019 are all indexable and carry the same canonical as no filter at all.
Medium. The page is slow to get to the point and the filter URLs may waste crawling.
Medium. Move the text below the products, shorten it, and set canonicals for filtered URLs.
Worth fixing
Worth fixing
The tasting-room title doesn't say where.
Title: “Tastings | Cantina Ortolana”. Nothing about Verona, Valpolicella or the fact that you need to book.
Medium. People search for tastings by place.
Low. One title, one H1.
Worth fixing
The Google Business Profile and the site disagree about the tasting room.
The profile lists the winery as open Monday to Saturday, 10 to 18. The tasting page says by appointment only.
Medium. People who turn up and find the door shut tend to say so in a review.
Low. Correct the profile and set the category to match.
What goes where
To the shop developer
- Add Product and Offer markup to product templates.
- Make hreflang reciprocal for IT and EN, and add the German pages once they exist.
- Canonical for filtered category URLs.
To the owner
- Decide which language is the default in the header.
- Fix the profile hours and category.
- Write two sentences about each wine in your own words. The current text reads like it came from a catalogue.
How the competitor comparison would go
There's no competitor data here, because the winery doesn't exist. If this were the Competitor Challenge (€480, you vs one competitor, up to 25 pages each), we'd pick three searches a buyer would actually type, look at who shows up, and compare the pages side by side.
Your five pages
Five-Page Challenge: €340, 5 URLs, recording plus ranked list, 5 working days from a complete brief and access.