` element. **When to use:** Override page titles without touching the CMS or codebase - useful for A/B testing titles or fixing titles across a template. | Parameter | Value | |-----------|------------------| | `content` | The title string | * * * ### `set_meta_description` Sets or replaces the `<meta name="description">` tag. **When to use:** Add or fix meta descriptions on pages where the CMS doesn’t provide them. | Parameter | Value | |-----------|------------------------| | `content` | The description string | * * * ### `set_meta_tag` Sets any arbitrary `<meta>` tag by name. If a tag with the same `name` attribute already exists, it’s replaced. **When to use:** Add custom meta tags not covered by the specific actions above. | Parameter | Value | |-----------|-----------------------------------------------------| | `name` | The `name` attribute (e.g. `author`, `theme-color`) | | `content` | The `content` attribute value | * * * ### `remove_meta_tag` Removes a `<meta>` tag by its `name` attribute. **When to use:** Strip meta tags injected by your CMS that shouldn’t appear on certain pages. | Parameter | Value | |-----------|--------------------------------| | `name` | The `name` attribute to remove | * * * ## Links ### `set_canonical` Sets or replaces the `<link rel="canonical">` tag. **When to use:** Fix canonical tags across filtered/sorted/paginated URLs, or consolidate duplicate content. | Parameter | Value | |-----------|-------------------| | `href` | The canonical URL | ```  <link rel="canonical" href="https://www.example.com/products/blue-widget"> ``` **Problems it solves:** - E-commerce sites with faceted navigation (color, size filters) generating thousands of near-duplicate URLs - CMS platforms that set incorrect canonicals on paginated pages - Syndicated content that needs to point back to the original * * * ### `add_hreflang` Adds a `<link rel="alternate" hreflang="...">` tag for international SEO. **When to use:** Implement or fix hreflang across a localized site without modifying every page template. | Parameter | Value | |-----------|-------------------------------------------------------------| | `lang` | BCP 47 language tag (e.g. `en`, `de`, `en-US`, `x-default`) | | `href` | The URL of the alternate page for this language | ```  <link rel="alternate" hreflang="en-US" href="https://www.example.com/en-us/page"> ``` Create multiple `add_hreflang` actions within a single rule to build a complete hreflang set. * * * ### `remove_hreflang` Removes all `<link rel="alternate" hreflang="...">` tags, or a specific one by language. **When to use:** Strip incorrect hreflang tags injected by your platform before adding corrected ones. | Parameter | Value | |-----------|----------------------------------------------| | `lang` | Language tag to remove, or `*` to remove all | * * * ## HTTP Headers ### `set_response_header` Adds or replaces an HTTP response header. **When to use:** Add security headers, cache-control directives, or custom headers without server config changes. | Parameter | Value | |-----------|--------------| | `name` | Header name | | `value` | Header value | **Examples:** ``` X-Robots-Tag: noindex ← prevents indexing via header (useful for non-HTML) Cache-Control: max-age=3600 ← set caching behavior for CDN/browser X-Content-Type-Options: nosniff ``` * * * ### `remove_response_header` Removes an HTTP response header. **When to use:** Strip headers that expose server information or conflict with your intended behavior. | Parameter | Value | |-----------|-----------------------| | `name` | Header name to remove | **Examples:** Remove `X-Powered-By`, `Server`, or platform-specific headers. * * * ## Structured Data ### `auto_schema` Template-based Schema.org JSON-LD injection. The gateway controls `@context` and `@type` automatically - you supply only the type name and properties. If a JSON-LD block with the same `@type` already exists on the page, it is replaced rather than duplicated. **When to use:** Add structured data across many pages without writing raw JSON-LD. Use `inject_json_ld` when you need full control over the schema object; use `auto_schema` when you want the gateway to handle the boilerplate. | Parameter | Value | |--------------|-------------------------------------------------------------------------------------------------------------------------------| | `schemaType` | Schema.org type name (e.g. `Article`, `Product`, `FAQPage`, `BreadcrumbList`) | | `schema` | Props object - the gateway merges these with `@context` and `@type`; any user-supplied `@context` or `@type` keys are ignored | #### Template Variables Any `{variable}` in a string value is resolved at request time. Variables work in nested objects and arrays. | Variable | Resolves to | |----------------------|--------------------------------------------------------------------------------------| | `{page_title}` | Current `<title>` text (reflects any prior `set_meta_title` action in the same rule) | | `{page_description}` | `<meta name="description">` content | | `{page_image}` | `<meta property="og:image">` content | | `{domain}` | Domain name (e.g. `www.example.com`) | | `{scheme}` | Protocol (`https` or `http`) | | `{path}` | URL path (e.g. `/products/blue-widget`) | | `{full_url}` | Full request URL | | `{query}` | Query string (without `?`) | You can also define **custom domain variables** that work alongside system variables. See [Domain Variables](/docs/variables) for details. #### Structural Builders `FAQPage` and `BreadcrumbList` accept simplified input shapes that the gateway transforms into the correct schema structure. **FAQPage** - provide a `questions` array with `question`/`answer` pairs. The gateway expands these into the required `mainEntity` array of `Question`/`Answer` types. ``` { "schemaType": "FAQPage", "schema": { "questions": [ { "question": "What is Serpwise?", "answer": "The edge proxy for the Agentic Web - purpose-built for SEO and GEO." }, { "question": "Is it no-code?", "answer": "Yes." } ] } } ``` **BreadcrumbList** - provide an `items` array with `name`/`url` pairs. The gateway builds `itemListElement` with auto-incrementing `position` values. ``` { "schemaType": "BreadcrumbList", "schema": { "items": [ { "name": "Home", "url": "https://www.example.com/" }, { "name": "Products", "url": "https://www.example.com/products/" }, { "name": "Blue Widget", "url": "{full_url}" } ] } } ``` #### Examples **Article with template variables:** ``` { "schemaType": "Article", "schema": { "headline": "{page_title}", "description": "{page_description}", "image": "{page_image}", "url": "{full_url}", "publisher": { "@type": "Organization", "name": "Acme Corp", "url": "https://{domain}" } } } ``` **FAQPage:** ``` { "schemaType": "FAQPage", "schema": { "questions": [ { "question": "How does Serpwise work?", "answer": "It sits between your CDN and origin." } ] } } ``` **BreadcrumbList:** ``` { "schemaType": "BreadcrumbList", "schema": { "items": [ { "name": "Home", "url": "https://{domain}/" }, { "name": "Blog", "url": "https://{domain}/blog/" } ] } } ``` **Result:** ``` <script type="application/ld+json"> {"@context":"https://schema.org","@type":"Article","headline":"My Article Title",...} </script> ``` * * * ### `inject_json_ld` Injects a JSON-LD `<script>` block into the page `<head>`. **When to use:** Add Schema.org structured data (Product, Article, BreadcrumbList, Organization, FAQ, etc.) to pages where your CMS doesn’t support it. | Parameter | Value | |-----------|------------------------| | `schema` | A valid JSON-LD object | ``` { "@context": "https://schema.org", "@type": "Product", "name": "Blue Widget", "description": "A high-quality blue widget", "brand": { "@type": "Brand", "name": "Acme Corp" } } ``` Multiple `inject_json_ld` actions can be used in the same rule - each generates a separate `<script type="application/ld+json">` block. * * * ### `modify_json_ld` Modifies an existing JSON-LD block already present in the page. Targets a specific `@type` and merges or overwrites specific properties. **When to use:** Augment JSON-LD that your CMS already outputs - add missing properties without replacing the entire schema block. | Parameter | Value | |--------------|---------------------------------------------------| | `type` | The `@type` to target (e.g. `Product`, `Article`) | | `properties` | Key-value pairs to merge into the matched schema | * * * ## HTML Injection ### `inject_html` Injects an arbitrary HTML snippet at a specific position in the document. **When to use:** Add scripts, tracking pixels, banners, or any custom HTML without a code deployment. | Parameter | Value | |------------|---------------------------------------------------------------------| | `position` | Where to inject: `head_start`, `head_end`, `body_start`, `body_end` | | `html` | The HTML string to inject | | Position | Where it goes | |--------------|------------------------------| | `head_start` | Immediately after `<head>` | | `head_end` | Immediately before `</head>` | | `body_start` | Immediately after `<body>` | | `body_end` | Immediately before `</body>` | **Example - inject a tracking pixel before `</body>`:** ``` <img src="https://analytics.example.com/pixel.gif" width="1" height="1" alt=""> ``` * * * ### `remove_element` Removes all HTML elements matching a CSS selector from the document. **When to use:** Strip elements injected by your CMS or theme that shouldn’t appear on certain pages - for example, removing social share buttons from noindex pages, or stripping duplicate schema blocks. | Parameter | Value | |------------|----------------------| | `selector` | A valid CSS selector | **Examples:** ``` .social-share-buttons ← remove by class #cookie-banner ← remove by ID script[src*="analytics"] ← remove analytics scripts on specific pages meta[name="generator"] ← remove CMS fingerprinting meta tags ``` * * * ## Find & Replace ### `find_and_replace` Performs text substitution across the entire HTML response body. **When to use:** Fix repeated text patterns across pages - update old brand names, fix broken URLs in content, replace deprecated phrases, or rewrite specific strings that your CMS outputs incorrectly. **Problems it solves:** - A brand rename where old name appears across thousands of pages - An incorrect URL pattern embedded in CMS templates - Deprecated rel attributes or aria labels in template markup | Parameter | Value | |-----------------|-----------------------------------------------------------------------| | `search` | The text or regex pattern to find | | `replace` | The replacement string | | `isRegex` | `true` to treat `search` as a regex pattern; `false` for literal text | | `caseSensitive` | `true` or `false` (default: `true`) | **Literal text example:** ``` Find: Acme Widget Co. Replace: Acme Corporation ``` **Regex example with capture group:** ``` Find: href="http://old-domain\.com(/[^"]*)" Replace: href="https://www.new-domain.com$1" Regex: true ``` * * * ## Conversion Tracking ### `fire_conversion_event` Fires a server-side conversion event to connected tracking platforms (Meta CAPI, TikTok Events API, Google Ads Enhanced Conversions). **When to use:** Track purchases, leads, add-to-cart, and other conversion events server-side - bypassing ad blockers and Safari ITP. | Parameter | Value | |--------------|------------------------------------------------------------------------------------------------------------------------------------------------------------------------------| | `event_type` | `purchase`, `add_to_cart`, `lead`, `page_view`, `initiate_checkout`, `add_payment_info`, `search`, `view_content`, `complete_registration`, `contact`, `subscribe`, `custom` | | `extraction` | Configuration for extracting event data (value, currency, order ID) from the HTML response | Events are sent to all active integrations configured for the domain. A first-party cookie is set on the visitor to enable cross-session attribution. * * * ## Robots.txt ### `modify_robots_txt` Modifies the robots.txt response served by your domain. **When to use:** Add, update, or replace robots.txt directives without server access - useful when your CMS generates an incorrect robots.txt. | Parameter | Value | |-----------|-----------------------------------------------------------------------------------------------------------------| | `mode` | `append` - adds to existing content; `replace` - replaces entirely; `generate` - creates from scratch if absent | | `content`

--- title: "Actions - Serpwise Documentation" description: "Actions define what modifications the gateway applies when a rule's conditions match. Every SEO change is an action." url: "https://serpwise.ai/docs/actions/" source: "https://serpwise.ai/docs/actions/" --- [Back to Serpwise](/) Serpwise Documentation Connect · Configure · Execute Search documentation `/` No documentation found. ↑↓ Navigate Enter to open Browse documentation Actions are the “what” part of a rule. When a rule’s conditions match, the gateway executes all configured actions against the HTML response before returning it to the visitor. A single rule can have multiple actions - for example, setting a canonical tag and injecting JSON-LD structured data in a single rule. * * * ## Meta Tags ### `set_meta_robots` Sets or replaces the `` tag in the page ``. **When to use:** Control crawler indexing behavior for specific pages or URL patterns. | Parameter | Value | |-----------|------------------------------------------------------------------| | `content` | e.g. `noindex`, `nofollow`, `noindex, nofollow`, `index, follow` | ``` ``` **Common values:** - `noindex` - tell all crawlers not to index this page - `noindex, nofollow` - don’t index and don’t follow links - `index, follow` - explicitly allow indexing (overrides a previous noindex from origin) * * * ### `set_meta_title` Sets or replaces the `` element. **When to use:** Override page titles without touching the CMS or codebase - useful for A/B testing titles or fixing titles across a template. | Parameter | Value | |-----------|------------------| | `content` | The title string | * * * ### `set_meta_description` Sets or replaces the `<meta name="description">` tag. **When to use:** Add or fix meta descriptions on pages where the CMS doesn’t provide them. | Parameter | Value | |-----------|------------------------| | `content` | The description string | * * * ### `set_meta_tag` Sets any arbitrary `<meta>` tag by name. If a tag with the same `name` attribute already exists, it’s replaced. **When to use:** Add custom meta tags not covered by the specific actions above. | Parameter | Value | |-----------|-----------------------------------------------------| | `name` | The `name` attribute (e.g. `author`, `theme-color`) | | `content` | The `content` attribute value | * * * ### `remove_meta_tag` Removes a `<meta>` tag by its `name` attribute. **When to use:** Strip meta tags injected by your CMS that shouldn’t appear on certain pages. | Parameter | Value | |-----------|--------------------------------| | `name` | The `name` attribute to remove | * * * ## Links ### `set_canonical` Sets or replaces the `<link rel="canonical">` tag. **When to use:** Fix canonical tags across filtered/sorted/paginated URLs, or consolidate duplicate content. | Parameter | Value | |-----------|-------------------| | `href` | The canonical URL | ```  <link rel="canonical" href="https://www.example.com/products/blue-widget"> ``` **Problems it solves:** - E-commerce sites with faceted navigation (color, size filters) generating thousands of near-duplicate URLs - CMS platforms that set incorrect canonicals on paginated pages - Syndicated content that needs to point back to the original * * * ### `add_hreflang` Adds a `<link rel="alternate" hreflang="...">` tag for international SEO. **When to use:** Implement or fix hreflang across a localized site without modifying every page template. | Parameter | Value | |-----------|-------------------------------------------------------------| | `lang` | BCP 47 language tag (e.g. `en`, `de`, `en-US`, `x-default`) | | `href` | The URL of the alternate page for this language | ```  <link rel="alternate" hreflang="en-US" href="https://www.example.com/en-us/page"> ``` Create multiple `add_hreflang` actions within a single rule to build a complete hreflang set. * * * ### `remove_hreflang` Removes all `<link rel="alternate" hreflang="...">` tags, or a specific one by language. **When to use:** Strip incorrect hreflang tags injected by your platform before adding corrected ones. | Parameter | Value | |-----------|----------------------------------------------| | `lang` | Language tag to remove, or `*` to remove all | * * * ## HTTP Headers ### `set_response_header` Adds or replaces an HTTP response header. **When to use:** Add security headers, cache-control directives, or custom headers without server config changes. | Parameter | Value | |-----------|--------------| | `name` | Header name | | `value` | Header value | **Examples:** ``` X-Robots-Tag: noindex ← prevents indexing via header (useful for non-HTML) Cache-Control: max-age=3600 ← set caching behavior for CDN/browser X-Content-Type-Options: nosniff ``` * * * ### `remove_response_header` Removes an HTTP response header. **When to use:** Strip headers that expose server information or conflict with your intended behavior. | Parameter | Value | |-----------|-----------------------| | `name` | Header name to remove | **Examples:** Remove `X-Powered-By`, `Server`, or platform-specific headers. * * * ## Structured Data ### `auto_schema` Template-based Schema.org JSON-LD injection. The gateway controls `@context` and `@type` automatically - you supply only the type name and properties. If a JSON-LD block with the same `@type` already exists on the page, it is replaced rather than duplicated. **When to use:** Add structured data across many pages without writing raw JSON-LD. Use `inject_json_ld` when you need full control over the schema object; use `auto_schema` when you want the gateway to handle the boilerplate. | Parameter | Value | |--------------|-------------------------------------------------------------------------------------------------------------------------------| | `schemaType` | Schema.org type name (e.g. `Article`, `Product`, `FAQPage`, `BreadcrumbList`) | | `schema` | Props object - the gateway merges these with `@context` and `@type`; any user-supplied `@context` or `@type` keys are ignored | #### Template Variables Any `{variable}` in a string value is resolved at request time. Variables work in nested objects and arrays. | Variable | Resolves to | |----------------------|--------------------------------------------------------------------------------------| | `{page_title}` | Current `<title>` text (reflects any prior `set_meta_title` action in the same rule) | | `{page_description}` | `<meta name="description">` content | | `{page_image}` | `<meta property="og:image">` content | | `{domain}` | Domain name (e.g. `www.example.com`) | | `{scheme}` | Protocol (`https` or `http`) | | `{path}` | URL path (e.g. `/products/blue-widget`) | | `{full_url}` | Full request URL | | `{query}` | Query string (without `?`) | You can also define **custom domain variables** that work alongside system variables. See [Domain Variables](/docs/variables) for details. #### Structural Builders `FAQPage` and `BreadcrumbList` accept simplified input shapes that the gateway transforms into the correct schema structure. **FAQPage** - provide a `questions` array with `question`/`answer` pairs. The gateway expands these into the required `mainEntity` array of `Question`/`Answer` types. ``` { "schemaType": "FAQPage", "schema": { "questions": [ { "question": "What is Serpwise?", "answer": "The edge proxy for the Agentic Web - purpose-built for SEO and GEO." }, { "question": "Is it no-code?", "answer": "Yes." } ] } } ``` **BreadcrumbList** - provide an `items` array with `name`/`url` pairs. The gateway builds `itemListElement` with auto-incrementing `position` values. ``` { "schemaType": "BreadcrumbList", "schema": { "items": [ { "name": "Home", "url": "https://www.example.com/" }, { "name": "Products", "url": "https://www.example.com/products/" }, { "name": "Blue Widget", "url": "{full_url}" } ] } } ``` #### Examples **Article with template variables:** ``` { "schemaType": "Article", "schema": { "headline": "{page_title}", "description": "{page_description}", "image": "{page_image}", "url": "{full_url}", "publisher": { "@type": "Organization", "name": "Acme Corp", "url": "https://{domain}" } } } ``` **FAQPage:** ``` { "schemaType": "FAQPage", "schema": { "questions": [ { "question": "How does Serpwise work?", "answer": "It sits between your CDN and origin." } ] } } ``` **BreadcrumbList:** ``` { "schemaType": "BreadcrumbList", "schema": { "items": [ { "name": "Home", "url": "https://{domain}/" }, { "name": "Blog", "url": "https://{domain}/blog/" } ] } } ``` **Result:** ``` <script type="application/ld+json"> {"@context":"https://schema.org","@type":"Article","headline":"My Article Title",...} </script> ``` * * * ### `inject_json_ld` Injects a JSON-LD `<script>` block into the page `<head>`. **When to use:** Add Schema.org structured data (Product, Article, BreadcrumbList, Organization, FAQ, etc.) to pages where your CMS doesn’t support it. | Parameter | Value | |-----------|------------------------| | `schema` | A valid JSON-LD object | ``` { "@context": "https://schema.org", "@type": "Product", "name": "Blue Widget", "description": "A high-quality blue widget", "brand": { "@type": "Brand", "name": "Acme Corp" } } ``` Multiple `inject_json_ld` actions can be used in the same rule - each generates a separate `<script type="application/ld+json">` block. * * * ### `modify_json_ld` Modifies an existing JSON-LD block already present in the page. Targets a specific `@type` and merges or overwrites specific properties. **When to use:** Augment JSON-LD that your CMS already outputs - add missing properties without replacing the entire schema block. | Parameter | Value | |--------------|---------------------------------------------------| | `type` | The `@type` to target (e.g. `Product`, `Article`) | | `properties` | Key-value pairs to merge into the matched schema | * * * ## HTML Injection ### `inject_html` Injects an arbitrary HTML snippet at a specific position in the document. **When to use:** Add scripts, tracking pixels, banners, or any custom HTML without a code deployment. | Parameter | Value | |------------|---------------------------------------------------------------------| | `position` | Where to inject: `head_start`, `head_end`, `body_start`, `body_end` | | `html` | The HTML string to inject | | Position | Where it goes | |--------------|------------------------------| | `head_start` | Immediately after `<head>` | | `head_end` | Immediately before `</head>` | | `body_start` | Immediately after `<body>` | | `body_end` | Immediately before `</body>` | **Example - inject a tracking pixel before `</body>`:** ``` <img src="https://analytics.example.com/pixel.gif" width="1" height="1" alt=""> ``` * * * ### `remove_element` Removes all HTML elements matching a CSS selector from the document. **When to use:** Strip elements injected by your CMS or theme that shouldn’t appear on certain pages - for example, removing social share buttons from noindex pages, or stripping duplicate schema blocks. | Parameter | Value | |------------|----------------------| | `selector` | A valid CSS selector | **Examples:** ``` .social-share-buttons ← remove by class #cookie-banner ← remove by ID script[src*="analytics"] ← remove analytics scripts on specific pages meta[name="generator"] ← remove CMS fingerprinting meta tags ``` * * * ## Find & Replace ### `find_and_replace` Performs text substitution across the entire HTML response body. **When to use:** Fix repeated text patterns across pages - update old brand names, fix broken URLs in content, replace deprecated phrases, or rewrite specific strings that your CMS outputs incorrectly. **Problems it solves:** - A brand rename where old name appears across thousands of pages - An incorrect URL pattern embedded in CMS templates - Deprecated rel attributes or aria labels in template markup | Parameter | Value | |-----------------|-----------------------------------------------------------------------| | `search` | The text or regex pattern to find | | `replace` | The replacement string | | `isRegex` | `true` to treat `search` as a regex pattern; `false` for literal text | | `caseSensitive` | `true` or `false` (default: `true`) | **Literal text example:** ``` Find: Acme Widget Co. Replace: Acme Corporation ``` **Regex example with capture group:** ``` Find: href="http://old-domain\.com(/[^"]*)" Replace: href="https://www.new-domain.com$1" Regex: true ``` * * * ## Conversion Tracking ### `fire_conversion_event` Fires a server-side conversion event to connected tracking platforms (Meta CAPI, TikTok Events API, Google Ads Enhanced Conversions). **When to use:** Track purchases, leads, add-to-cart, and other conversion events server-side - bypassing ad blockers and Safari ITP. | Parameter | Value | |--------------|------------------------------------------------------------------------------------------------------------------------------------------------------------------------------| | `event_type` | `purchase`, `add_to_cart`, `lead`, `page_view`, `initiate_checkout`, `add_payment_info`, `search`, `view_content`, `complete_registration`, `contact`, `subscribe`, `custom` | | `extraction` | Configuration for extracting event data (value, currency, order ID) from the HTML response | Events are sent to all active integrations configured for the domain. A first-party cookie is set on the visitor to enable cross-session attribution. * * * ## Robots.txt ### `modify_robots_txt` Modifies the robots.txt response served by your domain. **When to use:** Add, update, or replace robots.txt directives without server access - useful when your CMS generates an incorrect robots.txt. | Parameter | Value | |-----------|-----------------------------------------------------------------------------------------------------------------| | `mode` | `append` - adds to existing content; `replace` - replaces entirely; `generate` - creates from scratch if absent | | `content` | The robots.txt content to apply |