Technical SEO Checklist for eCommerce Website Design
- eCommerce, SEO, Website Development

Technical SEO Checklist for eCommerce Website Design

The first thing to understand here is, doing technical SEO properly can drastically affect the conversion rates of the Ecommerce website. More than 40% of the people shop after searching online and more than 35% of traffic to any eCommerce website comes from search engines only.

If you are one of the people who have started their journey in the eCommerce Business or are thinking of getting into the eCommerce then you must know about the technical SEO that might come handy to you for optimizing eCommerce website for search engines to rank.

Some people are hard to get versed in the technicality of SEO. They either do little or neglect the perspective of doing technical SEO Service by the agency for their Ecommerce business. This checklist is for people like you to get well versed in doing technical SEO.

Also, some people think that doing SEO for once is enough. This is not true at all. Understand that the search engine algorithms change regularly and websites who compliant with those algorithms will be ranked on top of search results.

Below, we have come together with a definitive guide for doing technical SEO on your eCommerce website to improve rank in the search engines and make high conversion rates from totally organic traffic.

1. Site URL structure

The site structure and architecture play a vital role in the eCommerce website. It is very important that all the products and contents are easily accessed by customers when they visit your eCommerce site.

All the important pages and products should not be more than three to four clicks away. Because for the eCommerce website it is two times more important to have well organized and nicely structured website than any other blog or infotainment website.

The URL structure is also as important as site structure. The URL, especially of an eCommerce website, can be very confusing because of its tags and lots of codes.

The URL of any category or product page should always include the name of that category and product. Because first, it becomes very easy for search engines to index those pages and second the user also will understand what the page is about.

The ideal URL structure for any category page should look like as,

For subcategory page, the URL structure should look like as,

For the product page, the URL should look like as,

So, keep the URL as short and simple as possible and use the main keywords in the URL structure.

2. Optimizing Store pages for Specific Keywords

After setting up the site and URL structure we need to optimize the product and category pages. Most eCommerce businesses generate high conversion and sales only from these two pages, in addition, you can also avail performance-optimizing service by the agency to boost your store traffic through great user experience.

Chances for someone to search for “white sports running shoe size 10” and then make the purchase is high rather than someone searching for “online shoes”

To optimize category and product pages there are some tactics that need to be followed. First optimize the title of the page using keywords like “buy”, “online”, “deal”, “cheap”, etc. along with the main focus keyword. Also, use some click magnet keyword such as “10-50% off”, “free shipping”, “guaranteed lower price” etc.

Once the title page is ready, optimize the meta description of the page with phrases that generate more CTR. A meta description is an important part of the on-page SEO. Below are a few examples of phrases that can be used.

  • Get the lowest price today
  • Get free shipping on all products today
  • Save 10-50% of money today
  • Great selection with the guaranteed lowest price
  • Flat up to 50% off for sale

Now the full description of page needs is optimized. To do that, well-researched and original content is needed. Your products or category pages need to have the description of at-least 500-1000 words. Use the main focus keyword more than five times and also use the keyword closely related to the main keyword.

3. Add Visual Representation

Visual data are images and videos used on category and product pages. It is very essential to optimize this data because it can have a very adverse effect on the eCommerce website.

A few things that need to be taken care of are listed below.

  • Use proper Alt text for images
  • Use the online tools to compress the file size while maintaining quality.
  • Use the hosted videos instead of uploading them to website media.
  • Embed those videos with relevant product pages.
  • Write a description for videos.

4. Reducing Page load time

Page load time is considered the most important factor for ranking pages on search engines. The most ideal page load time is below 3 sec. Most eCommerce websites take 5-6 sec to load.

So, it is necessary to do a routine check of page load time using online tools.

Some points to keep in mind for improving page load time.

  • Get the best hosting service provider
  • Compress and optimize the visual data
  • Reduce the number of redirects
  • Enable browser caching
  • Embed the videos from other hosted platforms
  • Reduce request of HTTP
  • Analyze and remove the unwanted plugins or extension

We advise you to go with Professional Performance Optimization service to have stable and incredible site load time,

5. Keep your Content Unique

One of the factors google algorithm for SEO considers while the ranking website is content of that website. The content should be original and as unique as possible. Restrict using copied content. Also, make sure that the written description content is around 800-1000 words. Do not write thin content.

Most of the eCommerce businesses have a problem coming up with new and entertaining content. So, they write content around 250 words which do not help them get sales as expected.  But there is an option of outsourcing the work to freelancers to create unique and original content. This will save a lot of time and will benefit your eCommerce business.

6. Secure it with HTTPs

HTTPs means securing your website with an SSL certificate. This is also one of the things search engines consider while ranking the pages. Also, from the customer’s point of view, they are likely to choose the secure website over non-secure ones.

For the Ecommerce website, this is most important because they have to perform payment transactions and store important customer data. HTTPs encrypts the whole process and secures all the data and transactions.

7. Make it Mobile Friendly

Google has updated its SEO algorithms in July 2019. In this update, google switched to mobile-first-index. Now this means that Google will see the mobile version of the website before indexing and deciding rankings.

This is because most of the people have access to mobile phone devices than desktops. And in the coming years, the E-commerce business is likely to get a major benefit only from mobile shopping.

There are online tools available to check the mobile responsiveness of the website. If your eCommerce website is a few years old then you must check and make the website mobile-friendly. Mobile responsiveness is enabled from the start for new websites.

8. Add Canonicalization

Canonical tags are used for avoiding the duplication of the pages. A website can have multiple versions of the same page stepping on each other. This is because of the faulty server setup or content management system.

For example,


All of the above pages are the same but they look different to search engines. Which can cause confusion or in the worst-case scenario it will be seen as a spammy website with duplicate content.

With the use of this simple HTML tool, the search engines will be directed to the version of the page which will be shown in search results.

9. Crawl Indexing

When search engines are trying to reach a page on an eCommerce website and fail to do that, a crawl error appears. The number of pages search engines like google are able to crawl on your website is known as crawl budget.

Due to the low crawl budget, the search ranking of an Ecommerce website is affected. Fixing broken links, optimizing overall link structure, regularly updating the sitemap, increasing backlinks, and removing duplicate content can help improve the crawl budget. Also, there are tools available online to find and resolve crawl errors.

10. Proper Data Structure

For a good user experience, make an eCommerce website based on the proper data structure. Properly structured websites help search engines like google to find the pages of your website. Structured data now has become a necessity for all Ecommerce website. This data provides extra information which can help improve visibility, CTR, and outrank others.

There are many rich snippets and schemas used with Ecommerce website such as product name, rating, currency, availability, shipping details, color, etc. Adding them to the product pages will increase the chances of ranking for a relevant query.

11. Fix Error Pages

When someone tries to visit your eCommerce website, sometimes they are faced with some common errors such as 3XX,4XX, and 5XX.

3XX error results when a user is redirected to somewhere else than the page he ordered. 4XX errors occur when the page on your website is not found by the browser. This appears when a page does not exist on a website. 5XX error happens when the server is failed to respond. This appears when a server cannot complete the request.

These codes need immediate attention because they are very important to assess the SEO of the Ecommerce website.


These are the most common and important aspects of the technical SEO checklist for eCommerce website design. Resolving all the SEO related issues will benefit in the ranking of any eCommerce website then its other competitors.

This checklist will prove great to start the technical SEO for eCommerce business.

Technical SEO Checklist for eCommerce Website Design

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