SEO by platform · Tray Commerce
Tray Commerce SEO built by people who ran the ecosystem from the inside.
Tray Commerce runs inside the Locaweb/LWSA ecosystem, with hosting, checkout and catalog integrated together. André Mousinho, Netlinks' Chief SEO Officer, came from inside that ecosystem (Rock Content, Tray/Locaweb, LWSA), and that behind-the-scenes knowledge guides the diagnosis.
We work in English, Portuguese and Spanish. Headquarters in Belo Horizonte, Brazil.
01Overview
Tray Commerce SEO agency
Tray Commerce is part of the LWSA ecosystem, which also includes Locaweb and other digital infrastructure brands. That means hosting, checkout and part of the catalog already integrated with each other, which simplifies operations but also sets a ceiling on technical customization that depends on the contracted plan.
André Mousinho, now Netlinks' Chief SEO Officer, came from inside that ecosystem, with time at Rock Content, Tray, Locaweb and LWSA. That changes the kind of diagnosis we do: we know from the inside what the Tray template allows to adjust and what needs a workaround.
The work follows the Response Marketing Method: it organizes category URL structure, marks up product structured data, and sustains it with content and authority, the same logic applied to Nuvemshop and Loja Integrada.
- 200+
- companies served since 2017
- R$ 100 M+
- in sales generated for clients
- 24h
- of tracking in the App and on WhatsApp
02Platform
What is different about technical SEO on Tray Commerce
Category URL structure on Tray is relatively flat, which makes it easier for Google to read, but requires extra attention on product grid pagination and canonicals between category and filter pages.
Performance depends directly on the hosting plan contracted inside the LWSA ecosystem, not only on the chosen theme. A store with an undersized plan for its traffic volume feels it first in Core Web Vitals.
The sitemap.xml is auto-generated by the platform, but crawl frequency after publishing a new product usually needs manual checking, especially in catalogs that turn over fast.
03Scope
What is included in the work
The work always starts by assessing what the contracted plan inside the LWSA ecosystem allows to adjust, because that limit defines the real size of the technical scope possible before any content production.
Template and hosting audit
Diagnosis of what the contracted plan allows to adjust and what needs a plan change inside the LWSA ecosystem.
Canonicals on product grids
Rules between category page and filter, avoiding duplication on catalogs with long pagination.
Product structured data
Marking up Product, Offer and AggregateRating to complement the platform's native schema.
Post-publish indexing check
Manual monitoring of new product crawl time, when the catalog turns over fast.
04Technical edge
Structured data inside the LWSA ecosystem
Tray's native schema covers the essentials of product data, but it usually lacks consolidated aggregate rating and variant-level availability. We complement that within what the template allows, without depending on server access the platform does not release.
- Product, Offer and AggregateRating completed within the template
- BreadcrumbList synced with category navigation
- Schema review on every Tray template update
- Availability check per product variant
05GEO
Tray's catalog and shopping AI answers
Small and mid-size stores also show up in ChatGPT's and Gemini's answers when the product schema is clean and the text content is direct. This sits in the same consulting plan, alongside GEO: SEO for AI, with no separate contract.
06Comparison
Tray Commerce against other SaaS platforms
Tray, Nuvemshop and Loja Integrada compete for the same merchant profile. The table summarizes where each demands more technical attention.
| Tray Commerce | Nuvemshop | Loja Integrada | |
|---|---|---|---|
| Ecosystem | Integrated into LWSA/Locaweb | Independent | Independent |
| Biggest technical risk | Canonicals on product grids | Category pagination | Limited theme customization |
| Performance | Depends on the contracted hosting plan | Managed by the platform | Managed by the platform |
07Measurement
What you track in the App
Rankings by keyword, new product indexing time, Core Web Vitals and AI citations land in the live report, with no month-end wait.
When the bottleneck is the hosting plan contracted inside the LWSA ecosystem, the report documents the expected gain from an upgrade before any decision to change plans.
08The deliverable
What you receive
Finished work, approved by you in the App and shipped. Not a report that only describes the problem.
Template and plan audit
Diagnosis of what the LWSA ecosystem allows to adjust.
Product grid canonicals
Rules between category and filter, with no duplication.
Product structured data
Completing Tray's native schema.
Live reporting in the App
Rankings, indexing and AI citations, 24 hours a day.
09Who leads
Who leads your project
The three of them own the process and manage the team on every account. No senior who shows up at kickoff and disappears: they sign off on the plan, review the work and talk to your team.
Digo Garcia
Founder and CAIO
Over 20 years in digital. Built and scaled Letras.mus.br, then worked at Méliuz and in the joint venture with Globo.com. Owns AI, technical SEO and engineering inside every project.
Letras.mus.br · Méliuz · Globo.com
André Mousinho
Chief SEO Officer
Comes from Rock Content, Tray/Locaweb and LWSA. Designs the keyword mapping, the content architecture and the GEO strategy that turns a brand into the answer.
Rock Content · Tray/Locaweb · LWSA
Gabriel Raposo
Chief Authority Officer
Comes from Ambev and Agibank. Owns link building, digital PR and the authority that holds up both rankings and citations inside AI answers.
Ambev · Agibank
And the team behind them: Nathália Barcala (cofounder and COO, governance), Roberto Murta (CTO), Marcelo Ligere (senior advisor, 30+ years, formerly Grupo Globo) and Alfred, the artificial intelligence that runs the day to day: delivery queue, reporting and 24/7 support on WhatsApp.
10Who it is for
Where this work pays off the most
A Tray store that grew inside the LWSA ecosystem
The catalog grew, but the category architecture and the contracted hosting plan fell behind. The diagnosis shows what needs to change first.
A brand with no dedicated e-commerce tech team
A lean operation, with nobody to track template, hosting and schema at the same time. The consulting takes on that whole workstream.
A store starting from scratch on Tray
A new business choosing Tray as its platform. Organizing architecture and structured data from the start avoids rework once the catalog grows.
11Case studies
Results with a name, a number and a date
Real projects, with what was done and what changed. No generic charts and no promises of a position.
FAQ
Frequently asked questions
Does Netlinks know the Tray platform from the inside?
Yes. André Mousinho, Netlinks' Chief SEO Officer, came from inside the Tray, Locaweb and LWSA ecosystem, which guides the technical diagnosis with precision about what the template allows.
Does my Tray store's performance depend on the contracted plan?
Yes, directly. A store with a hosting plan undersized for its real traffic feels it first in Core Web Vitals.
Is Tray's sitemap generated automatically?
Yes, but crawl frequency after publishing a new product usually needs manual checking, especially in catalogs that turn over fast, with new products launched and removed almost every week.
Is Tray's native product schema enough?
It covers the essentials, but usually lacks aggregate rating and variant-level availability, which we complement within the template.
How long until I see results?
Technical fixes usually move long-tail rankings in 30 to 60 days. Competitive categories are quarterly work.
Do I need to change plans inside the LWSA ecosystem to improve SEO?
Only when the diagnosis shows the current hosting is the real performance bottleneck.
Does Netlinks also serve Locaweb-ecosystem brands outside Tray?
Yes. André Mousinho's behind-the-scenes knowledge covers the LWSA ecosystem as a whole, not just the e-commerce storefront.
Does the work include content for the Tray store's blog?
It does, when it sustains the catalog. The initial priority is always category architecture and product markup.
Can I migrate from another platform to Tray without losing Google rankings?
Yes, with a redirect plan built before the migration goes live, preserving each changed URL's ranking history.
Next step
Get a diagnosis of your case
Tell us what your company sells and to whom. One of the three looks at your scenario, points out what is holding organic back today and shows where we would start.
- A review of your site and your market, with no commitment
- An answer from a senior specialist within 24 business hours
- A direct conversation: what can be done, in what order and how deep
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Chat directly with a Netlinks Expert on WhatsApp.
Rather talk now? WhatsApp is answered by the team, with Alfred covering the rest of the day.
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