Everything an appeal needs to be checkable: the cause, the fixes, the proof.

01  /  What you get

Six things, in this order.

1. The diagnosis report

   Three sections, always in this order: what we verified automatically, what requires your confirmation because we cannot see it from outside, and the action plan in priority order. Every finding carries its severity, one sentence on why Google cares, the exact evidence, and the policy it breaches.

   The run we cite here produced 33 findings with 96 pieces of evidence attached, measured 17 August 2026. Length scales with your shop.

2. Recipe cards for each fix

   One card per fault. Numbered click-steps a non-technician can follow, alternative approaches with the risk of each stated, what the card explicitly does not touch, and how you verify it worked — logged out, after a cache purge.

   Where a fix needs code, the card contains the complete block, commented, with the backup and dry-run steps before it.

3. Before/after text pairs to approve

   Nothing changes until you have seen both sides. Where a fault affects hundreds of rows, the card shows a dozen examples and a CSV attachment carries all of them — a document with 400 rows does not get read, and a document without them cannot be worked from.

4. The order to do them in

   Ordered by risk and dependency, not by severity. Free and zero-risk work first; anything needing a database backup when nobody is stressed; feed regeneration last, so it carries every correction at once instead of being run four times.

5. A verification pass after you have fixed things

   We re-scan and produce the same measurements again, so every claim in the appeal has a before number and an after number with dates on both.

   Delivered within one business day of you telling us the fixes are done. You decide when that is.

6. The reinstatement dossier

   Three to four pages you attach to the appeal. Each item: what was wrong, what was done, the measurement before, the measurement after, the date it was verified, and how a reviewer can check it themselves. Unresolved items stay in the document.

   It stays locked as a draft until every item is both done and verified, so a half-finished dossier cannot be sent by accident.

01b  /  What it reads like

══════════════════════════════════════════════
  MERCHANTCURE — DIAGNOSIS
  our-shop.nl
  Crawled 2026-09-23 16:46:25 UTC
══════════════════════════════════════════════

  85 addresses tried · 45 answered · 46 policy pages
  Product pages: 27 examined of 12343 in the sitemap
  Findings: 0 critical · 10 high · 4 medium
  DID NOT RUN: Converted prices · Translation drift
  Nothing above was checked for those. Silence is
  not a pass — see below.

█ 1. AUTOMATICALLY VERIFIED

4. 🟡 MEDIUM — 2 different values for email
   address on the shop's own pages

   Why Google cares: The shop states different
   details on different pages, and a reviewer who
   sees both cannot tell which one is true.

   Evidence:
    email address according to
    /algemene-voorwaarden/ + … + the footer:
    support@our-shop.eu
      source: https://our-shop.nl/algemene-voorwaarden/
    email address according to
    /privacyverklaring-eu/ + /privacyverklaring-eu/:
    support@ex.comour-shop.eu
      source: https://our-shop.nl/privacyverklaring-eu/

   Rule:
    - Google Merchant Center: Misrepresentation
    - Merchant Center: website requirements —
      contact details
    - EU Consumer Rights Directive 2011/83/EU —
      information requirements

   Proposed fix (needs a decision from you): Decide
   which email address is correct and write exactly
   the same everywhere — including in the Merchant
   Center settings.

02  /  Price

One fixed price, decided by one number you can count yourself.

The number of products in the feed connected to Merchant Center. Not hours, not urgency, not the size of your ad budget. We write down which number we used — and if the count puts you in a different tier than we assumed, you hear it before we start rather than on the invoice.

The scan is how you get a price. It runs while you wait, in under a minute, and ends on the checkout page with your tier already worked out.

• Paid once A fixed-price engagement, not a subscription and not a retainer.
• Fixed before we start The tier is agreed up front. It is not adjusted afterwards.
• Charged in SEK Swedish VAT, reverse charge or none, depending on where the company is registered. The three cases are spelled out with the prices below.
• Nothing to pay to ask The Quick Scan is free, including when we tell you we cannot help.

If you already know your product count, the table above tells you the tier. We still measure before charging: the price is set on a number we can show you, not on one either of us assumed. The scan takes under a minute and confirms it.

Every Emergency Cure starts with the scan — it is how we confirm we can help before you pay.

03  /  Triage

When we say no.

The Quick Scan is the triage. Its job is as much to rule us out as to rule us in, and these are the cases we decline.

Trademark or counterfeit complaints

That is a rights dispute between you and a rights holder. Nothing we measure on your site resolves it, and a technical audit does not help you.

Product categories Google prohibits outright

If the issue is that the product may not be advertised at all, the fix is a business decision about your assortment, not a configuration change.

Repeated policy violations and previously reinstated accounts

Accounts with history are judged differently, and we cannot see that history. We will say so rather than take the case and hope.

Suspensions caused by something only visible inside the account

Some causes leave no trace on the public site or in the feed. The Quick Scan usually surfaces whether that is the situation — and if it is, our tooling is the wrong instrument.

Shops we would have to guess about

If your storefront cannot be fetched without JavaScript or sits behind protection we cannot read, we say so instead of reporting findings drawn from a partial view.

In each of those cases we will tell you what we think is going on and what kind of help would actually be useful, and we will not invoice you for the scan. A referral costs us an hour. A case we cannot solve costs us the only thing we have, which is being right about what we find.

03b  /  What else you could do

Four other ways to approach this, and what each one hands you.

Three of the four are worth doing, and two of them are free. This is not a list of bad options — it is what each one actually hands you, so you can tell which gap you are trying to close.

04  /  What we will not tell you

What happens after the appeal is Google's decision.

04b  /  The rest of the questions

Six more, answered here rather than on the front page.

05  /  On the roadmap

Not included, because it does not exist yet.

Two things we would build next. Neither is in the price above, neither can be bought today, and each is listed with the part of it we have not solved.

• Done-for-you feed fixes

  Not built

  Corrections written straight into Merchant Center through Google's own API, instead of handed to you as a card to run.

  Approved text fixes are already written straight into a WooCommerce shop. What is NOT built is this: for faults that live in the feed rather than in the shop — a wrong currency, a translated brand name, a price that disagrees with the landing page — Google's Content API for Shopping would allow a corrected value to be submitted directly, with your authorisation and against your account. That would turn a class of card into something we can carry out for you, still item by item and still with your approval on each change.

  What is unresolved This is a different system from the shop write-back that exists today: the API would write to your Merchant Center account, not to your storefront, and the two have different consequences. What is unresolved is the harder half: a feed corrected at Google's end while the shop still generates the wrong value is a fix that lasts until the next export run. We will not ship it until the answer to 'and then what happens tomorrow' is written down.

  Not built, not priced, and not for sale. It is listed so you know the direction — not so you wait for it.

• Guard

  Not built

  A weekly re-crawl with a diff against the previous run, so drift shows up before Google reacts to it.

  The Emergency Cure is a photograph. A shop is a moving object: a plugin updates, an export job runs, a theme changes, and a fault that was measured as gone comes back. Guard would re-run the same seven checks on a schedule and report only what changed since last time.

  What is unresolved What is worth waking someone up for. An alert that fires on every cosmetic diff gets muted in a fortnight, and a muted alert is worse than none — it is the same false-alarm problem the checks themselves are built to avoid, moved one layer out.

  Not built, not priced, and not for sale. It is listed so you know the direction — not so you wait for it.