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Do you have an online store where the goods are a real treasure, the photos are an artistic masterpiece, and for some reason the traffic has frozen, as if your site has become invisible? Or maybe your search engine rankings are slowly but surely crawling down like a slug after the rain? Perhaps it’s not a matter of sneaky competitors or another conspiracy of the stars, but rather that your site is suffering from invisible technical SEO problems. It’s like a luxurious house with a leaky roof – it’s beautiful, but it’s uncomfortable to live in.
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Even the most exclusive assortment and perfect photos won’t save you if your website takes 10 seconds to load, as if it were moving on snails. Or your catalog has thousands of “clones” of the same products, creating a real digital chaos. Or some pages are hidden from search robots altogether. These technical ghosts can quietly but surely turn potential customers into fugitives who simply disappear into the digital space, and your profits into a mirage.
In this article, we will analyze the 10 most common technical errors that stand in the way of your online sales. We will show you how to quickly identify and neutralize them. Of course, it’s not a magic wand for all ills, but these are the fundamental rules of the game that every online business owner should pay attention to so that their ship in the sea of sales doesn’t leak.
Let’s start with the alphabet of technical SEO, which we talk about all the time, but which, unfortunately, still creates a headache for many online stores. It’s like forgetting about the foundation when building a skyscraper.
Users are not going to wait for manna from heaven while sitting at the screen – they need to buy something right now. Search engines don’t like long waits either, so website speed is your fast ticket to the top. As sad experience shows, after 3 seconds of loading, you can say goodbye to more than half of your visitors. They will simply give up on your site and go to competitors to try their luck.
How to turn your website into a sprinter:
Each filter or sort creates a new URL like a cloning machine. And these clones are indexed as separate pages, which are essentially unnecessary “dead souls”. The result is a real SEO chaos and confusion that hurts your rankings, as if you were shooting yourself in the foot a thousand times.
How to weed out duplicates and parameters (and clean up your digital zoo):
Incorrect directives in robots.txt can accidentally hide important pages from search, and they will simply disappear from the search results. Imagine that you accidentally disallowed indexing for your entire catalog or blog by putting / after disallow! After the next crawl by Google, you simply won’t see your favorite pages in the search results. Noindex meta tags on the right pages can also cause a stir, and you won’t immediately realize why the page has disappeared, as if it had been stolen by an unknown digital spirit.
How to set the indexing flags correctly (and not disappear from the radar):
Without asitemap (sitemap.xml), search engine crawlers won’t be able to quickly find and index your pages. Sitemap .xml is your guide for crawlers, your personal roadmap of treasures. It should be easily found at https://site.ua/sitemap.xml and be sure to inform search engines about it, otherwise they will simply get lost.
How to create an effective sitemap.xml (and show the way to the treasure):
The addresses of sections and product cards like /product.php?id=123 or /farba/2313214 look sloppy to both search engines and users. It’s like writing the address on an envelope in Chinese for a Ukrainian postman. A link like /farba/emal_dlya_auto/ is much easier to read. In addition, human-readable URLs often contain keywords, which is beneficial for promotion.
Set up clear URLs (human-readable URLs):
More than 70% of purchases or service orders are made from smartphones. If your website is inconvenient for mobile users, they will simply run away like a cat from a dog. For several years now, search engines have been trying to index the mobile version first. Without an adapted mobile version, your site will get a lot of bounces.
How to adapt your pages for mobile devices (and impress your mobile audience):
It often happens that categories are poorly organized, URLs are chaotic, and products are placed in irrelevant sections. Search engines don’t understand this structure, and users don’t understand it either. It’s like putting socks in the fridge and bread in the cupboard. If the structure of the site is illogical, it needs to be rebuilt immediately.
How to make the structure logical (and get the products out of the maze):
If there are broken links leading to non-existent pages, the user often does not find what they need and simply leaves the site. Thus, bounce rates increase and you lose customers. The search robot also notices many pages without content and removes them from the search results. It’s like trying to walk through a wall when you could just turn around.
How to check and neutralize broken links (and open all doors):
A well-designed snippet in the search results is attractive to users. For search engines, this means more information about the page (product, menu structure, articles, contacts). Without micro-markup, your website may look poor in the search results against competitors with rating stars or additional information. It’s like going out on the red carpet in gray pajamas when everyone else is wearing evening gowns.
How to add micro-markup for basic data types (and turn a snippet into a star):
When site pages are isolated from each other, search engines cannot navigate the site properly, and the “weight” of other pages is distributed inefficiently. Users also hit a dead end and leave the site, which leads to a decrease in browsing depth. It’s like building a city, but forgetting about the roads between the neighborhoods.
How to set up linking to increase link weight (and connect all the islands):
Technical SEO is not a mysterious black box with spells, but rather a very clear control over the structure, speed, and clarity of your website. It’s like being a master of order in your digital home. If you own an online store, it’s a must:
Sometimes one small mistake, such as forgotten broken links or an unconfigured robots.txt, can cost you dozens (or even hundreds) of sales per month. Don’t let this happen, because fixing it is faster than it seems! Let your online store not just exist, but truly flourish in the search results!