Ecommerce Technical SEO

The foundational work that decides whether everything else can actually rank

Great product pages and content can't rank if Google can't crawl and index your site properly. This is where that gets fixed, and kept fixed.

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What this actually covers

Site speed & Core Web VitalsThe specific metrics Google actually measures, and what's realistically achievable on your platform.
Faceted navigation controlManaging the filter-generated URLs that can quietly waste your entire crawl budget on duplicate combinations.
Crawlability & indexationRobots.txt, XML sitemaps, and canonical tags set up so Google finds and indexes the pages that matter.
Duplicate content resolutionFrom product variants, tracking parameters, and near-identical category pages.
Structured dataProduct, breadcrumb, and review schema implemented properly, not just bolted on.
Migration & redirect healthCatching the redirect chains and broken links that accumulate after any platform change.

Why this matters more on ecommerce than almost anywhere else

A blog with 20 pages can survive some technical debt. A store with 2,000 SKUs and a filter system generating thousands of URL combinations cannot. Technical issues at this scale don't just slow you down, they can actively work against you, sending Google's limited crawl budget to filter combinations nobody searches for instead of the product pages actually driving revenue.

This is also where migrations do the most damage. A platform move without proper redirect mapping can lose months of accumulated ranking value in a single deploy.

FAQs

What is faceted navigation and why does it matter for SEO?

Faceted navigation is the filter system on category pages, filtering by size, colour, price, and so on. Each combination can generate its own URL, and left unmanaged, this creates thousands of near-duplicate pages that waste Google's crawl budget on filter combinations instead of your actual important pages.

Is technical SEO a one-off fix or ongoing work?

Both, in different ways. An initial audit finds and prioritises existing issues, but new technical debt accumulates constantly, a new app, a theme update, a migration, so ongoing technical monitoring is built into every retainer rather than sold as a separate one-off product.

Will fixing technical SEO issues actually move my rankings?

Technical SEO is a ceiling, not a lever. Fixing it doesn't guarantee rankings on its own, but it removes the cap that stops good content and product pages from ranking as well as they should. Skipping it means everything else works harder than it needs to.