Technical SEO
Ensuring search engines prioritise the pages that drive revenue
Technical SEO is about whether search engines can reliably find, understand and prioritise the parts of your site that matter commercially.
For eCommerce businesses, this becomes harder as catalogues grow, filters expand and platforms evolve. Without strong technical foundations, search engines can spend time crawling low-value URLs while important products and categories struggle to perform.
Velstar helps eCommerce teams remove technical constraints that limit visibility, so organic performance reflects the true value of the catalogue.
Why technical SEO matters
for eCommerce
ECommerce sites behave very differently to content-led websites.
Large product ranges, faceted navigation, internal search, pagination and frequent changes all affect how search engines crawl and interpret pages. Left unmanaged, this can dilute authority across thousands of URLs and prevent high-value pages from being prioritised.
Technical SEO ensures search engines focus on the pages that actually generate demand and revenue.
Where technical SEO issues
typically emerge
Technical SEO problems rarely come from a single change.
They usually build up over time as new features are added, ranges expand and priorities shift. Common issues include:
Crawl inefficiency caused by filters, parameters or internal search pages
Duplication across products, variants and categories
Internal linking that fails to support priority pages
Slow or inconsistent page delivery at scale
Gaps between what customers see and what search engines can access
These issues often cap growth quietly rather than causing obvious failures.
How Velstar approaches
technical SEO
Technical SEO should unlock performance, not slow delivery.
Our focus is on identifying the technical issues that materially affect visibility and addressing them in a way that fits how the business operates. Clear, high-impact fixes are prioritised early. More complex changes are sequenced alongside wider development work to avoid unnecessary disruption.
This approach avoids long diagnostic phases and ensures technical improvements translate into measurable gains, not just documentation.
Technical SEO within
modern eCommerce platforms
Modern eCommerce platforms introduce both opportunity and complexity.
JavaScript-heavy builds, headless architectures, rapid release cycles and extensive integrations all influence how search engines interact with a site. Technical SEO ensures these choices support visibility rather than undermine it.
Velstar works closely with development teams to embed technical SEO considerations into platform decisions, rather than treating them as an afterthought.
What eCommerce teams gain
from strong technical SEO
When technical SEO is working as it should, it strengthens every other aspect of search performance.
That typically results in:
More consistent crawling and indexing across the catalogue
Stronger performance from existing products and categories
Clearer prioritisation of commercially important URLs
Reduced risk as the site grows or changes
Rather than chasing short-term fixes, technical SEO creates a foundation that supports sustained growth.
When technical SEO
becomes a priority
Technical SEO becomes particularly important when:
Organic growth stalls despite clear demand
Product ranges, categories or filters expand significantly
Platforms are rebuilt, migrated or re-architected
The business is preparing for international or multi-market growth
In these situations, technical SEO helps ensure change and scale don't come at the expense of visibility.
Find out how technical SEO can support scalable eCommerce growth.
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