7 common technical ecommerce SEO mistakes to prevent

Ecommerce websites depend heavily on SEO to drive traffic, generate sales, and build brand visibility. However, many site owners unknowingly make technical mistakes that can have a significant impact on their search engine rankings. If you're looking for effective ways to boost organic SEO, addressing these technical errors is essential. While content and keywords are important components of SEO, the technical aspects are equally crucial. A technically sound website ensures smooth crawling and indexing by search engines, ultimately leading to better visibility. Below, we explore seven common technical eCommerce SEO mistakes that should be avoided and offer insights on how to prevent them.

1. Slow Website Speed

One of the most common technical mistakes that eCommerce websites make is having a slow loading speed. A slow website not only frustrates users but also negatively affects search engine rankings. Google has made it clear that page speed is a ranking factor, and if your eCommerce site takes too long to load, you could lose potential customers. For an eCommerce website, where users browse through multiple product pages, a delay of even a few seconds can drastically increase bounce rates.

To prevent this, you need to optimize your site's performance. Start by compressing large images, which are often the primary cause of slow loading times. Minimize the use of large JavaScript files, as they can slow down your website. Using a content delivery network (CDN) can also help improve speed by delivering website content more efficiently. You should also consider enabling browser caching, which stores certain aspects of your site locally on the user’s device for faster loading during subsequent visits. Regularly testing your site speed using tools like Google PageSpeed Insights or GTmetrix can help you identify areas for improvement.

2. Unoptimized Mobile Experience

In today’s mobile-first world, having an eCommerce website that is not optimized for mobile devices can be a critical mistake. With a growing percentage of users shopping on their smartphones and tablets, search engines, particularly Google, prioritize mobile-friendly websites in their rankings. If your site does not offer a seamless mobile experience, you are likely losing out on traffic and sales. Google’s mobile-first indexing means that the mobile version of your site is considered the primary version, even for desktop users.

To prevent this, your eCommerce store needs to be responsive, meaning that the layout and functionality should adapt to any screen size. Make sure that buttons, images, and text are all easily viewable and clickable on smaller screens. Regularly test your website on different devices to ensure that the user experience is smooth, and page elements do not become distorted or difficult to navigate. Additionally, use tools like Google's Mobile-Friendly Test to evaluate and optimize your mobile design for better performance.

3. Poor URL Structure

Another common mistake is not paying attention to the URL structure of your eCommerce website. URLs that are too long, filled with unnecessary parameters, or lack descriptive keywords can negatively affect your site's SEO performance. Search engines use URLs to understand the content of a page, and if your URLs are messy, it can confuse both search engines and users.

To avoid this, ensure that your URLs are clean and contain relevant keywords. A good URL structure is short, descriptive, and easy to read. For instance, instead of using a URL like "www.yoursite.com/product?id=12345", opt for something like "www.yoursite.com/blue-running-shoes". This provides both search engines and users with a clear idea of what the page is about. Organize your product categories and subcategories logically within the URL structure, making it easy to follow and understand. Implementing canonical tags where necessary can also help avoid duplicate content issues that can arise from complex URL structures.

4. Duplicate Content

Duplicate content is a significant issue for eCommerce websites, as many store owners unknowingly create multiple versions of the same product pages. This can happen due to the use of different URLs, variations in product descriptions, or the presence of pagination. Search engines penalize sites with duplicate content, as it confuses them about which page to rank and can even lead to none of the pages being ranked at all.

To prevent this, you need to carefully manage your product pages and ensure that each page offers unique content. Avoid copying and pasting manufacturer descriptions, as this often leads to duplicate content across multiple eCommerce websites. Instead, create original descriptions that highlight the unique selling points of your products. Use canonical tags to tell search engines which version of a page is the primary one if you have multiple URLs leading to the same product. Implementing hreflang tags is also crucial if you have versions of your site in different languages, as they help prevent duplicate content across different language versions.

5. Missing or Improper Use of Structured Data

Structured data, also known as schema markup, helps search engines understand the content on your website more effectively. For eCommerce websites, structured data can improve your site's visibility in search results by enabling rich snippets like product ratings, price ranges, availability, and more. However, many eCommerce stores either don't use structured data or implement it incorrectly, leading to missed opportunities in search visibility.

To prevent this, implement schema markup on key pages such as product listings, product details, and category pages. This will enhance how your content appears in search results and make it more appealing to users. For example, by using product schema, you can show additional information like price, availability, and ratings directly on the search engine results page (SERP). Use tools like Google’s Structured Data Testing Tool or Schema.org to ensure that your markup is implemented correctly and is error-free. Structured data not only improves SEO but also enhances the user experience by providing relevant information right on the SERP.

6. Neglecting Internal Linking

Internal linking is an often overlooked but highly effective SEO strategy. Internal links help search engines understand the structure of your website and establish a hierarchy of pages. However, many eCommerce websites either fail to use internal links altogether or use them inappropriately. Without proper internal linking, search engines may struggle to index all your pages, especially product pages that are buried deep within your site.

To avoid this, make sure that each of your product pages is linked from other relevant pages on your site. Use descriptive anchor text for internal links that clearly indicate the topic of the linked page. For example, if you're linking to a page about running shoes, the anchor text should be something like "best running shoes" rather than "click here." Implement breadcrumb navigation to help both users and search engines understand the path to different product categories and subcategories. Regularly audit your internal links to ensure that all pages, particularly those that are important for conversions, are easily accessible and well connected within the site structure.

7. Ignoring 404 Errors and Broken Links

A 404 error occurs when a page cannot be found, and broken links refer to links that no longer lead to the intended content. Both 404 errors and broken links can have a detrimental effect on your eCommerce site’s SEO. They create a poor user experience by frustrating visitors, and search engines may penalize your site if too many broken links are found, interpreting them as a sign of a poorly maintained site.

To prevent this, regularly conduct website audits to identify and fix broken links. Tools like Google Search Console or Screaming Frog SEO Spider can help you detect 404 errors and broken links throughout your website. When a product page is removed or discontinued, make sure to either redirect users to a similar product or set up a custom 404 page that provides useful suggestions, like related products or categories. Implementing 301 redirects for pages that are no longer active can help preserve any SEO value they had while ensuring users and search engines are redirected to the appropriate content.

Conclusion

Ensuring that your eCommerce website is free of technical SEO mistakes is vital for maintaining a strong online presence and improving your search engine rankings. A well-optimized site that provides a fast, mobile-friendly experience, with proper URL structures, unique content, structured data, internal links, and error-free navigation, will not only rank higher in search results but also offer a better user experience. Incorporating organic SEO services into your strategy can help you identify and resolve these technical issues, ensuring long-term visibility. By paying attention to these common technical mistakes and taking proactive steps to fix them, you can prevent potential issues that may harm your SEO efforts and, ultimately, your sales. Regular audits and updates are essential to keep your website running smoothly and efficiently in the ever-changing world of SEO.