Ecommerce sites are uniquely tricky for SEO: thousands of pages, faceted navigation, and constant catalogue changes. Technical SEO is the foundation everything else sits on — get it right and your content and links work far harder.
Site speed & Core Web Vitals
- Compress and lazy-load images; serve modern formats like WebP.
- Minimise third-party scripts that block rendering.
- Aim for green Core Web Vitals on mobile, not just desktop.
Crawlability & indexation
Make sure Google can find what matters and ignore what doesn't. Manage faceted navigation carefully so filter combinations don't spawn thousands of thin, duplicate URLs.
- Keep an accurate, auto-updating XML sitemap.
- Use canonical tags to consolidate duplicate and variant pages.
- Noindex internal search results and empty category pages.
Structured data
Product, review, and breadcrumb schema help you win rich results — prices, ratings, and availability right in the search listing. On ecommerce, that markup directly improves click-through rate.
Technical SEO rarely wins overnight, but it compounds — and competitors who skip it leave the door open.
Common pitfalls
Watch for orphaned pages with no internal links, redirect chains left over from migrations, and out-of-stock products that quietly 404. A quarterly technical audit catches these before they cost you rankings.