E-commerce websites face a unique set of SEO challenges due to the nature of their content, site architecture, and user interaction. While many businesses recognize the importance of SEO for online visibility and sales, many still struggle with technical and on-page issues that hinder their performance in search results. Based on insights from multiple SEO experts and case studies, this article highlights the most common SEO and technical mistakes found on e-commerce websites and offers practical solutions grounded in real-world examples.
Common Technical SEO Issues
Technical SEO is the foundation of a well-optimized e-commerce site. Without a solid technical foundation, even the most compelling product descriptions and high-quality content will fail to attract and convert organic traffic. The following technical issues are frequently encountered in e-commerce SEO audits.
Duplicate Content
One of the most prevalent technical SEO issues in e-commerce is duplicate content. This often occurs when the same product is listed across multiple category pages or when manufacturer descriptions are copied and pasted without modification. Duplicate content can confuse search engine crawlers, leading to lower rankings and reduced visibility.
In one case study, an e-commerce site had product schema on every page, including blog posts and contact pages. This not only caused confusion for search engines but also led to a loss of trust from Google, which relies on accurate and relevant schema data to display rich snippets in search results.
Slow Page Speed and Poor Core Web Vitals
Another significant technical issue is slow page speed and poor Core Web Vitals performance. Large e-commerce sites often suffer from heavy images, excessive JavaScript files, and lack of speed optimization. These issues result in slow load times, which can increase bounce rates and reduce conversions.
A technical SEO audit revealed that an e-commerce site had a high number of excluded pages in Google Search Console (GSC), primarily due to a site hack that went unnoticed for months. The number of excluded pages grew rapidly, causing a significant drop in organic visibility. After cleaning up the site, the number of excluded pages began to decline.
Broken Links and Crawl Errors
Broken links and crawl errors are common problems, especially when product pages are updated or removed without proper redirects. These errors prevent search engines from effectively crawling the site, reducing the chances of important pages being indexed. An audit of a sports shoe e-commerce site found that the same general keyword "shoes" was used on all product pages, leading to a lack of rankings. The site needed to target specific keywords for each product variation, such as "Nike running shoes" or "Adidas basketball shoes."
Complex Site Architecture
E-commerce sites often have complex site architectures with multiple layers of categories. This can lead to navigation issues, making it difficult for both users and search engines to find important pages. A well-structured site with logical hierarchy is essential for maximizing crawlability. One best practice is the 3-Level Rule, where important pages should be reachable within three clicks from the homepage: Homepage → Category → Product. This approach ensures that search engines can easily access and index the most relevant pages.
Missing or Incorrect Schema Markup
Schema markup is a powerful tool for enhancing the visibility of e-commerce sites in search results. However, many e-commerce websites fail to implement schema correctly. Missing or incorrect schema can prevent rich snippets such as prices and ratings from appearing, which can reduce click-through rates.
In a case study, an e-commerce client fixed their broken aggregateRating schema by correcting the use of decimal values instead of integers. The next day, star ratings appeared in search results, leading to a 34% increase in click-through rates over the following month. This demonstrates the importance of accurate schema markup in improving the visibility and performance of e-commerce sites.
On-Page SEO Mistakes
On-page SEO involves optimizing the content and structure of individual web pages to improve their visibility in search results. E-commerce sites often make critical on-page SEO mistakes that hinder their ability to attract and retain organic traffic.
Thin or Missing Product Descriptions
One of the most common on-page SEO mistakes is the use of thin or missing product descriptions. Many e-commerce sites rely on manufacturer descriptions or generic content that lacks relevance and depth. Without unique, high-quality product descriptions, pages struggle to rank in search results, even for less competitive keywords.
A case study involving a health supplement company showed that investing in quality product descriptions led to a significant increase in organic traffic. The site outsourced product descriptions to a professional copywriter, resulting in a strong return on investment as organic visits increased after the descriptions were implemented.
Non-Descriptive Anchor Text
Another on-page SEO mistake is the use of non-descriptive anchor text for internal links. Many e-commerce sites use generic anchor text such as "Read more" or "Click here" instead of descriptive text that indicates the topic of the linked page. This can confuse both users and search engines, reducing the effectiveness of internal linking.
In one case, a site used "Read more" links on all pages, including the homepage and category pages. After changing the anchor text to descriptive phrases like "how to choose the right running shoes," the site's visibility improved significantly. This highlights the importance of using descriptive anchor text to help search engines understand the relevance of linked pages.
Pagination and "Load More" Issues
Pagination and "Load More" buttons are commonly used in e-commerce sites to manage large numbers of products or blog posts. However, these techniques can hinder search engine visibility if not implemented correctly. Googlebot does not click on buttons, so content that requires a user to click "Load More" may not be indexed at all.
A site that used "Load More" buttons on its blog and category pages found that most of its content was not being indexed. The site also had no-index tags on all blog categories, further reducing visibility. After fixing these issues, the site's organic traffic improved significantly.
Internal Linking and Navigation
Internal linking is a critical component of on-page SEO, yet many e-commerce sites neglect this aspect. Proper internal linking helps search engines discover and index new content while also guiding users through the site. A lack of internal linking can lead to orphan pages and missed opportunities for rankings.
A case study involving a clothing company found that the site had practically no internal linking structure. As a result, many product pages were not being indexed, and the site's visibility in search results suffered. After implementing a more robust internal linking strategy, the site saw an increase in organic traffic and improved rankings for targeted keywords.
Conclusion
E-commerce sites face a variety of technical and on-page SEO challenges that can hinder their performance in search results. Common issues include duplicate content, slow page speed, broken links, complex site architecture, and missing schema markup. On-page mistakes such as thin product descriptions, non-descriptive anchor text, and poor pagination can also impact visibility and user experience. Addressing these issues requires a combination of technical expertise, strategic planning, and continuous optimization.
By implementing best practices such as writing quality product descriptions, using descriptive anchor text, optimizing site architecture, and fixing technical errors, e-commerce businesses can improve their visibility in search results and drive more organic traffic. As demonstrated by real-world case studies, even small changes can have a significant impact on search performance and overall business growth.