Re: .html vs /
 

Thanks. That's good information with regard to Google. We highlighted e-commerce failings (not SEO) within the XC5 Google Analytics Module in a separate thread, which were then neatly corrected as part of a recent XC5 upgrade, so it's clear that Google is still a major factor in many areas when using XC5, Having said that, there's still zero information / feedback so far about the inclusion of AMP (Google) into XC5 unlike Wordpress, who are very busy with AMP integration... AMP is shown a separate thread.

Our reference to '...not looking for the SEO Holy Grail' however, was actually because lots of customers don't use Google at all any more. They say they are tired of the incessant following / ads / storage / detail retention etc and use one of these free alternatives: https://www.ixquick.com or https://duckduckgo.com Or, they go via various VPN / proxy setups which alter the SEO parameters anyway, thanks to the anonymous / false flag IP location factor. Customer's always right!

Re: .html vs /
 

AMP is fine for publishers, bloggers, news providers etc, but for ecommerce stores, I'm not so sure it's worth it (at the moment anyway). AMP's been shunned so far by a lot of big name developers also.

http://shoptalkshow.com/episodes/248-amp/
http://1stwebdesigner.com/is-amp-good-for-the-web/

It's still very early days for AMP I think.

https://peekier.com (Mainly Bing results)

:)

Re: .html vs /
 

For the specific e-commerce section of a store? Sure. For store owners running news / blogs etc as part of their XC5 store and running that via a module? That's differentOutside of news providers? Yes. But in their world? No. We are NOT fans of Google at all. It's often overly complex / a drain of all personal data etc but it's an intrinsic part of many people's setups now and Google (quite rightly in the U.K. for example) have already prioritised Mobile over Desktop, hence the AMP connection. If it continues to grow (Watch Wordpress?) then it may be easier to include an 'appropriate AMP module' in XC5 then doing the same in XC4? Just our thoughts...