Technical SEO in 2025 comes down to Core Web Vitals, mobile indexing and a sane site structure. Here is the full checklist for e-commerce.
1. Core Web Vitals
Google uses LCP, CLS and INP as ranking signals. The targets: LCP under 2.5 s, CLS under 0.1, INP under 200 ms. Check them in PageSpeed Insights and against CrUX field data.
2. Crawl budget
On large stores (10k+ pages) crawl budget matters. Use robots.txt to keep filtered URLs, sorting parameters and pagination without unique content out of the crawl.
3. Canonicals and duplicates
Check canonical tags on every page type: products with variants, categories with filters, pagination. Duplicate content is one of the most common reasons a site underperforms.
4. Schema.org markup
For e-commerce these are non-negotiable: Product, Offer, BreadcrumbList, FAQPage, Organization. Validate with the Google Rich Results Test.
5. Internal linking
A sound internal link structure passes authority and helps Google understand the architecture. Every important page should be reachable within three clicks of the homepage.
6. HTTPS and security
HTTPS is a ranking factor. Check for mixed content, correct HTTP → HTTPS redirects and HSTS headers.
