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Yes, i did notice the missing "descriptive" title and description tag on the pages with incorrect grammar. I already send a note to the developer that he should change that. It seams that there is to little text to work with for Google.

Hi Peter, The generated html sitemap is generated once a day. So most of the time it is up to date. Even though it does generate some 404's when products from the webshop are removed earlier in the day. I will advice the webmaster to look for an XML sitemap generator for magento. Thanks Peter for your attention and advice. Much appreciated Auke

Thank you Jon, Appreciate it. Auke.

Thanks Richard, Indeed, there are lots of strategy's who are more legit and a great content strategy is what I am counting on. I will dive deeper in the competitor. Thanks for the "browse SEO" link. What other tools are you all using in order to understand the competitor strategy?