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What Is Technical SEO?

Technical SEO is a crucial aspect of ecommerce success that involves optimizing the technical elements of a website to improve search engine rankings and user experience. It is an intricate process that goes beyond the surface level of including keywords in content and encompasses factors such as site speed, website architecture, canonical tags, sitemaps, structured data markup, and SSL certificates.

With the majority of online experiences starting with a search engine, ecommerce businesses must ensure they are taking advantage of every avenue to optimize their search performance.

The technical aspects of SEO are vital to the success of any ecommerce website, as they can make or break a website’s search engine ranking. Technical SEO can be a daunting task, as it involves a complex set of strategies and tactics that require meticulous attention to detail. However, the benefits of technical SEO are vast and can lead to increased visibility, traffic, and conversions.

In this article, we will delve into the key elements of technical SEO and how they can benefit ecommerce stores.

What is Technical SEO?

Technical SEO encompasses various strategies and techniques, such as optimizing site speed, mobile-friendly design, website architecture, canonical tags, sitemaps, structured data markup, SSL certificates, and utilizing tools like Screaming Frog and Oncrawl, to improve the technical aspects of a website and enhance its search engine performance, which is crucial for the success of ecommerce businesses.

The importance of technical SEO for ecommerce cannot be overstated, as it is essential for increasing page ranking, traffic, and user experience. Technical SEO best practices involve not only optimizing content using keywords but also ensuring that the website is structured in a way that is easy for search engines to crawl and index.

Technical SEO is also important for small businesses, local businesses, and international websites, as well as mobile apps, voice search, video content, and image optimization. By maximizing traffic through technical SEO, ecommerce stores can effectively scale and accelerate growth, while providing a unified customer experience and modernized UX.

Site Speed

Optimizing site speed is crucial for improving user experience and increasing the likelihood of website visitors engaging with an ecommerce business, resulting in higher conversion rates and revenue. To achieve faster load times, ecommerce businesses should consider choosing a fast hosting provider, reducing HTTP requests, minifying code, optimizing images, using one CSS stylesheet, leveraging caching, and evaluating page speed regularly. Additionally, optimizing for mobile devices through responsive design is vital, as more and more users are accessing websites on mobile devices. By implementing these technical SEO best practices, ecommerce businesses can improve user experience and increase their chances of success.

Optimization TechniqueExplanationBenefits
Choosing a fast hostSelecting a hosting provider with fast server response timesImproved site speed, enhanced user experience
Reducing HTTP requestsCombining multiple CSS and Javascript files into one fileFaster page load times, reduced server load
Minifying codeRemoving unnecessary spaces, line breaks, and comments from codeReduced file size, faster load times
Optimizing imagesCompressing and resizing images without sacrificing qualityFaster load times, improved user experience
Using one CSS stylesheetCombining multiple stylesheets into one fileFaster page load times, reduced server load

Mobile-Friendly Design

Mobile-friendly design is an essential aspect of ecommerce website development, as it ensures that users can easily and efficiently navigate the site on their mobile devices, resulting in a positive user experience and a potential increase in conversions.

Streamlined usability, mobile-first design, responsive layouts, touch-friendly interfaces, adaptive content, simplified navigation, thumb-friendly buttons, and app-like experiences are all key components of mobile-friendly design.

Mobile optimization tips include optimizing images and videos for mobile, reducing load times, and minimizing pop-ups and other features that may slow down the user experience.

Additionally, mobile-friendly testing tools such as Google’s Mobile-Friendly Test and PageSpeed Insights can help ecommerce businesses identify areas for improvement in their mobile design and ensure that their website is accessible and user-friendly across all devices.

Ultimately, prioritizing mobile-friendly design can lead to increased traffic and higher conversion rates for ecommerce stores.

Website Architecture

Effective website architecture is crucial for ecommerce success, as it allows for easy navigation and interaction with the site, resulting in a positive user experience and a potential increase in conversions.

Taxonomy optimization, content hierarchy, navigation structure, breadcrumb navigation, internal linking strategy, orphan page prevention, URL optimization, site structure planning, information architecture, and customer journey mapping are all important components of website architecture that must be considered.

A clear and intuitive navigation structure with breadcrumb navigation and descriptive URLs can help customers easily find what they are looking for and prevent orphan pages.

An internal linking strategy can help distribute link equity and improve the indexing of important pages.

Planning the site structure and information architecture with customer journey mapping can help ensure a seamless and intuitive experience for visitors.

Overall, a well-designed website architecture can improve SEO, and user experience, and ultimately contribute to the success of an ecommerce business.

Canonical Tags

Implementing canonical tags can help ecommerce websites avoid duplicate content issues and ensure that search engines understand the primary version of a page, leading to a better user experience and potentially higher search rankings. Understanding canonical tags and their importance in technical SEO is crucial for ecommerce success.

Best practices for implementing canonical tags include using them only for duplicate content, using absolute URLs, and ensuring that the canonical tag is placed on the correct page. Common mistakes with canonical tags include using them incorrectly, using them for non-duplicate content, and using relative URLs.

When implementing canonical tags for international SEO, it is important to use hreflang tags to indicate language and country targeting. For ecommerce sites, canonical tags can be used for product variations and categories. Testing canonical tags can be done using tools like Google Search Console and Screaming Frog.

Canonical tags have a significant impact on SEO by consolidating link equity and avoiding duplicate content penalties. URL parameters can be handled using canonical tags by specifying the canonical URL in the parameter itself. Canonical tags differ from 301 redirects in that they do not redirect the user, but simply indicate the preferred URL.

Pagination can also be handled with canonical tags by indicating the canonical URL for each page in the series.


Sitemaps, both XML and HTML, serve as a roadmap for search engines to navigate a website’s structure and index pages more effectively. XML sitemaps are specifically designed for search engines and provide information about the website’s structure and hierarchy, including the priority and frequency of updates.

HTML sitemaps, on the other hand, are designed for users and provide an overview of the website’s content and structure. Sitemap submission to search engines can be done manually or through tools like Google Search Console.

Sitemap errors can negatively impact a website’s search performance, so it’s important to regularly monitor and fix any issues. Sitemap best practices include keeping the sitemap updated, using descriptive URLs, and avoiding broken links.

Sitemap maintenance is essential for ensuring that all pages are included in the sitemap and that it accurately reflects the website’s structure. Sitemap optimization involves prioritizing pages and updating the sitemap accordingly. Sitemap generators can automate the process of creating and updating sitemaps.

In summary, sitemaps play a critical role in technical SEO, and following best practices for sitemap creation, submission, and maintenance can improve a website’s search performance.

Structured Data Markup

Structured data markup can greatly enhance a website’s search performance and provide more relevant results, ultimately leading to a better user experience. Schema markup benefits include improved click-through rates, more accurate search results, and the ability to display information such as reviews, products, and events in Google-rich snippets.

Structured data types include, RDFa, and microformats, which are implemented through semantic HTML and microdata implementation or the newer JSON LD format. Structured data testing tools such as Google’s Structured Data Testing Tool and the Schema Markup Validator can help ensure proper implementation.

Structured data best practices include using appropriate markup for the content, avoiding spammy or irrelevant markup, and adhering to the guidelines set forth by search engines. For local SEO, schema markup can be used to provide information such as business hours, addresses, and phone numbers. For ecommerce, schema markup can be used to display product information, pricing, and availability in search results.

Overall, implementing structured data markup can greatly improve a website’s search performance and user experience.

SSL Certificates

Ensuring the security and trustworthiness of an ecommerce site through the use of SSL certificates can provide a sense of safety to potential customers, increasing their likelihood to make a purchase. SSL certificates are small data files that bind a cryptographic key to a website’s details, ensuring that the data transmitted between the server and the user’s browser remains private. SSL certificates come in different types, including Domain Validated, Organization Validated, and Extended Validation, each offering different levels of validation and security. Installing an SSL certificate on a website involves generating a Certificate Signing Request, submitting it to a Certificate Authority, and then installing the certificate on the server. SSL certificate renewal is important, as they have an expiration date and must be renewed to maintain security. SSL certificate errors can occur, such as “Not Secure” warnings, which can lead to visitors leaving the site. SSL certificate cost varies depending on the type and provider. SSL certificate providers include major players like Comodo, GoDaddy, and Symantec. SSL certificate validation is important to ensure that the certificate is authentic and valid. Best practices for SSL certificates include using strong encryption, keeping private keys secure, and regularly renewing and validating certificates.


Technical SEO plays a crucial role in ensuring ecommerce success by optimizing a website’s technical elements to improve search engine rankings and user experience. It is not limited to including keywords in content but involves several other factors such as site speed, mobile-friendly design, website architecture, canonical tags, sitemaps, structured data markup, and SSL certificates.

With an increasing number of online experiences starting with search engines, ecommerce businesses must ensure they are taking all necessary steps to optimize their search performance. One of the critical elements of technical SEO is site speed, which refers to how fast a website loads. A fast-loading website not only improves user experience but also positively impacts search engine rankings. Another essential factor is mobile-friendly design, which is crucial in today’s world where the majority of internet users access websites via mobile devices.

Website architecture, canonical tags, sitemaps, structured data markup, and SSL certificates are other crucial technical SEO elements that ecommerce businesses must focus on to enhance their search engine rankings and user experience. To conclude, technical SEO is a crucial aspect of ecommerce success, and ecommerce businesses must prioritize it to stay ahead of their competition. By optimizing technical elements such as site speed, mobile-friendly design, website architecture, canonical tags, sitemaps, structured data markup, and SSL certificates, ecommerce businesses can improve their search engine rankings and provide better user experiences.

It is essential to keep up with the latest technical SEO trends and best practices to stand out in today’s highly competitive ecommerce landscape.

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