Over the years, search engine optimization (SEO) has become an integral part of online marketing, increasing the visibility of websites, including eCommerce stores. What started with simply stuffing keywords and links has grown into an advanced optimization of websites to suit the advanced search engines’ algorithms. However, the search engine optimization has become more complex and prone to mistakes that we might not even be aware of.
Considering that, today’s blog gathers the ten common SEO mistakes, along with basic and slightly advanced fixes to them. Let’s jump in!
Mistake #1: Lack of optimization for category and product pages
For eCommerce businesses, category and product pages serve as critical tools for sales, yet they often receive the least attention in SEO strategy. While store owners invest time and resources into homepages and social media marketing, these pages frequently lack proper optimization. Category and product pages are where customers make purchasing decisions, representing the greatest opportunity for driving revenue through search. When these pages aren't properly optimized with relevant keywords and compelling content, businesses essentially surrender valuable search visibility to competitors who prioritize them.
Basic fixes:
- Creating unique, keyword-rich titles for each category and product page
- Writing original product descriptions that include relevant search terms
- Adding descriptive alt text to all product images
Advanced optimization:
- Adding supplementary content to category pages that addresses common customer questions
- Internal linking between related categories and products (more about that in Mistake #6)
Mistake #2: Duplicating content
Managing hundreds of products is by no means easy, and the temptation to reuse content is strong. However, it comes at a significant cost to SEO performance. When product descriptions are copied from other websites word-for-word or even copied from other product pages on our website (e.g., copying the same description but changing only the color or shape of a product), search engines struggle to determine which website should be ranked. This duplication problem extends beyond just product descriptions to category pages, metadata, and even URL structures. The businesses that dominate search results are those that invest in creating original content that adds unique value, helping both search engines and customers understand what sets their offerings apart.
Basic fixes:
- Using canonical tags to indicate preferred versions when similar content exists on multiple URLs
- Creating unique title tags and meta descriptions for each product and category
- Adding original introductory content to category pages to differentiate them
Advanced optimization:
- Developing a content strategy for creating unique descriptions for all products
- Conducting regular content audits to identify and fix duplicate content issues
Mistake #3: Slow website
Three seconds - that's all you've got. When customers land on the online store and face a “loading wheel”, they're not waiting around to see the products. Those precious moments of waiting might as well be hours in the digital world, where attention spans are short and alternatives are just a click away. Search engines have caught on too, with Google explicitly using page speed as a ranking factor. Each second of delay eats away at your conversion rates, drives up bounce rates, and sends clear signals to search algorithms that your site isn't worth recommending.
Basic fixes:
- Compressing and optimizing all images before uploading them to the website
- Implementing browser caching to reduce load times for returning visitors
- Removing unnecessary plugins and third-party scripts
Advanced optimization:
- Implementing a Content Delivery Network (CDN) to serve assets from servers closer to users
- Optimizing Core Web Vitals to meet Google's standards
Mistake #4: Lack of mobile optimization
It's 2025, and some online stores still look like they were designed exclusively for desktop monitors from a decade (or more) ago. Customers open them on smartphones, and suddenly they are forced to zoom and squint their way through an obstacle course of tiny buttons and misaligned text. With mobile traffic now dominating eCommerce, Google has fully embraced mobile-first indexing, meaning it primarily analyzes the mobile version of the site to determine rankings.
Basic fixes:
- Implementing a responsive design that automatically adapts to different screen sizes
- Ensuring text is readable without zooming (minimum 16px font size)
- Making navigation menus and buttons large enough for touch interaction
Advanced optimization:
- Adopting a mobile-first design approach
- Creating improved mobile checkout processes with fewer steps
Mistake #5: Poorly planned URL structure
Clear URLs aren’t just for looks but for SEO too. Many eCommerce sites confuse search engines and users with long, cryptic URLs full of unnecessary parameters and session IDs. When product URLs have random numbers and missing keywords, they create barriers to indexing and user navigation. A well-structured URL hierarchy not only helps search engines understand the website organization but also improves user experience by showing customers exactly where they are in the store.
Basic fixes:
- Keeping URLs short and descriptive with relevant keywords
- Using hyphens to separate words (not underscores or spaces)
- Creating logical category hierarchies (domain.com/category/subcategory/product)
Advanced optimization:
- Developing a consistent URL naming convention for all site sections
- Using only one URL for one product, even when it appears in multiple categories
Mistake #6: Neglecting internal linking
Internal linking is an extremely powerful tool that many eCommerce stores fail to utilize properly. When the product and category pages exist in isolation without strategic connections between them, we're wasting an opportunity to guide both users and search engines through the website. Poor internal linking forces customers to rely solely on navigation menus, making it harder to discover related products and causing search engines to miss important pages. For example, internal linking in a website’s blog allows readers to find other related topics and continue reading on our site, further discovering products or services.
Basic fixes:
- Adding "related products" sections on product pages
- Linking from blog posts to relevant product categories and products
- Using descriptive anchor text with relevant keywords
Advanced optimization:
- Creating topic clusters linking complementary product categories
- Developing a strategic internal linking plan that prioritizes high-value pages
Mistake 7: Suboptimal meta tags (titles and descriptions)
The store's meta titles and descriptions work like storefront signs that either pull shoppers in or send them scrolling past. When potential customers see generic "Product X | Buy Now" titles or confusing auto-generated text strings, they'll almost certainly skip the listing. The search results page is a fiercely competitive space, yet many store owners treat these crucial first impressions as irrelevant. While you might spend hours perfecting product descriptions or images, these efforts go to waste if boring meta tags fail to convince anyone to click through in the first place. This tiny text might seem insignificant, but it often determines whether customers ever discover your carefully optimized pages at all.
Basic fixes:
- Creating unique, compelling meta titles for each important page
- Including your primary keyword early in your title tags
- Writing descriptions that highlight specific benefits and include a “call to action”
Advanced optimization:
- Testing different meta tag variations to identify what drives higher click-through rates
- Including pricing or special offers in product page descriptions when appropriate
Mistake #8: Lack of structured data (schema.org)
Structured data is the language search engines speak to interpret your pages. Schema markup is a specific code you add to your website that helps search engines recognize exactly what your content means. Without it, stores leave Google guessing about product prices, availability, reviews, and other crucial details. The result? Competitors with schema implementation get eye-catching rich snippets in search results, showing star ratings, prices, and special offers, while plain-text listings get ignored.
Basic fixes:
- Implementing Product schema with core properties (name, image, description, price)
- Adding the AggregateRating schema to display star ratings in search results
- Using the BreadcrumbList schema to show the store's navigation path
Advanced optimization:
- Adding the Offer schema with detailed availability and shipping information
- Implementing the FAQ schema on product pages with common customer questions
Mistake #9: Ignoring analytical data
Trying to improve the store without analytics is like shopping blindfolded; you might grab something useful, but the chances are low. Unfortunately, too many eCommerce stores pour money into SEO without ever checking what actually works. Meanwhile, the answers sit untouched in their analytics dashboards: which products visitors actually look at, where they give up on checkout, and which pages deserve more attention.
Basic fixes:
- Monitoring core metrics like organic traffic, bounce rate, and conversion rate
- Tracking keyword rankings for your most important product terms (we can track it with tools such as Google Search Console, RankTracker, or Semrush)
- Reviewing page performance to identify high and low-performing content
Advanced optimization:
- Setting up advanced eCommerce tracking to analyze product performance
- Implementing regular competitive analysis to benchmark against industry leaders
Mistake #10: Lack of content marketing strategy
While many online stores focus on sales, other eCommerce sites are creating buying guides, answering customer questions, and solving problems through content. The difference is huge: one store is hidden in the search results while the other is connecting with customers at every stage of their journey.
Although “content marketing strategy” may sound complicated or expensive, it does NOT require a team of experienced marketers to see results. There are numerous great online courses about content marketing available that, for the price of a McDonald’s meal, offer a ton of practical knowledge that store owners can apply in their eCommerce stores.
Basic fixes:
- Building a simple content calendar focusing on customer questions and pain points
- Creating practical buying guides that help shoppers make informed decisions
- Adding real-world FAQs to product pages based on actual customer inquiries
Advanced optimization:
- Developing content that captures shoppers at every stage from initial research to purchase
- Adding interactive tools like product selectors or sizing calculators to engage visitors
Summary
Optimizing the eCommerce website for SEO is a long-term game, but it is certainly worth the struggle. Keep in mind that the search engine’s algorithms do not stay the same forever. What works in one quarter may not work in the next one. Therefore, it’s best to follow the latest changes and stay flexible with the SEO strategy. Download our practical checklist to optimize your site step by step.
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