Pivotal & Familiar E-commerce SEO Issues That Must Be Avoided


As the world’s largest e-commerce company, Amazon has an incredible amount of traffic. With such volume and scale, it’s no surprise that they’re also one of the most-visited sites on the web. 

But what you might not realize is that this also means there are hundreds (if not thousands) of people trying to rank highly in Google for specific e-commerce terms every day.

That’s where we come in! We’ll show you how to identify common SEO Sydney issues with Amazon stores so you can fix them quickly before they become a problem for your brand or business.

Robots.txt blocking critical pages

If you aren’t familiar with it, a robots.txt file is a file that tells search crawlers what to index and not index on your site. It’s especially important if you have pages that are only meant for internal use, such as the checkout flow or a newsletter sign-up form. 

The problem with blocking these pages in search engines is that they can’t see them, so when someone searches for something relevant to those pages (like “checkout” or “newsletter”) and clicks on a link from your website, nothing happens because the page isn’t there!

You’re missing out on SEO Sydney opportunities by blocking content this way—therefore we highly recommend making sure your site has crawlable content before doing anything else!

Google Search Console issues

Google Search Console is a free tool that shows you how your site appears in Google search results. It features many reports, including:

  • Crawl errors
  • Links to your site from other sites (inbound links)
  • Pages with high bounce rates or low engagement (pages that users leave quickly without interacting with them)

SEO Sydney

Duplicate content issues

Duplicate content is not a bad thing in and of itself. It can happen, but it doesn’t mean that you’ve done anything wrong or that your website will get penalized. However, if you have too many duplicate pages on your website, it could be a problem.

To find out how many duplicate pages you have:

  • Go to Google Search Console (formerly Webmaster Tools).
  • In the left sidebar under “Search Traffic,” click on “Content”, then click on “Pages with Similar or Duplicate Contents.” This will show which pages are considered duplicates based on their content being similar to other pages from your site or another site entirely – this is what we want!
  • If there are any pages here with orange icons next to them (like this one), those are likely going to be causing issues for SEO as they’re considered spammy in terms of SEO standards when compared with normal content. 
  • However, it’s still worth checking those out first before removing them from search results since these might just be legitimate cases where someone has copied some text verbatim without making any changes whatsoever.

Lack of breadcrumbs & internal links

Breadcrumbs are a navigation tool that allows visitors to see where they are on your website and how they got there. They’re also a useful way for search engines to understand how pages are related, which helps them rank your site appropriately.

If you’re missing breadcrumbs, it’s likely that Google won’t have an easy time understanding the structure of your website. This can lead to a drop in rankings or even penalization if the lack of breadcrumbs is deemed unnatural by Google’s algorithms.

Broken & dead links

Broken links and dead-ends lead to low user engagement, which can result in lost sales. Although some broken links are unavoidable, they should be few and far between.

Broken Links: A broken link is one that doesn’t work because the URL has changed or the site has been removed or moved elsewhere.

Dead-ends: A dead end results when a user clicks on a link but gets nowhere because there’s no content on the page for them to access.

There are several ways to check for these problems:

  1. Look for broken links by running a website crawl on your website. This can be done with an SEO tool like Screaming Frog or Xenu Link Sleuth, or you can use Google’s free site-crawl tool. 
  2. Use the “view source code” option in your browser to look at all of the links on each page; if any are missing, follow them to see where they lead. 
  3. Check that all internal links lead somewhere useful and relevant—don’t leave users hanging after clicking through several pages only to land on a 404 error page!


It’s clear that e-commerce SEO needs some work, but the good news is that there are many ways to fix these issues. If you have a website with an e-commerce component, make sure that your SEO Sydney strategy isn’t just focused on boosting rankings, but also on increasing conversions and sales. To help with this, it may be worthwhile making sure that your site has been properly optimized by an expert in the field like us at Search Engine Land!

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