Technical SEO Metrics: What are they and why are they important to monitor?

When a business wants to improve its organic traffic and search visibility, automatically links and content marketing spring to mind.

However, with our vast experience, we know that if the technical SEO issues are not fixed and rectified, then this will hold the e-commerce website or brochure website back.

Therefore, with our vast technical SEO knowledge, we have put together this really helpful article.

What we are going to do, is simply walk you through the main problems that many businesses encounter, in terms the technical problems that they can have with their website.

Author: Ryan Walsh
Date: 10/06/2026
Subject: Technical SEO

Read time: 7 Minute Read

Businesses no matter how large they are, want to appear on the first page of Google. Often this not just for one keyword, but sometimes even thousands of different keywords.

Therefore, often businesses from very detailed SEO strategies. These are often written and put together with a lot of time and emphasis on building links and writing content marketing.

Therefore, rightly so, the business will focus on aspects such how they can optimise their company website for Google EEAT.

However, what sometimes are not addressed are the technical SEO issues. This can mean that the whole marketing strategy is massively held back, by say broken links, really slow hosting, huge bounce rate due to say 301-page redirects not working correctly.

These technical issues can therefore hold the websites SEO performance back. We have seen this in our experience, for example, we actually on a website, where a previous marketing company didn’t detect a no-index issue. This massively hampered the websites performance, it actually had a lot of guides, near 100 articles that could be indexed.

This means that they would never appear within Googles results.

Therefore, we solved that no-index issue, Googlebot could then go into the companies’ articles.

This resulted in an uplift of organic traffic, and therefore the company more clients as a direct result of us fixing that technical SEO issue.

Tell me more about technical SEO

Technical SEO is simply an umbrella term, it refers optimising a website, yet also fixing issues in order to simply make the website more visible. This means that it will then appear for more keywords, and the website can actually have thef

Therefore, this could be fixing broken links, better managing the companies crawl budget. It is a matter of fixing say duplicated pages, content thin pages, and using good quality tools to identify pages where artificial intelligence has been used to write content, therefore create low quality pages.

Does technical SEO really matter?

The short answer to this question is a resounding yes.

The reason being your marketing team could plough hundreds of hours into your marketing efforts, yet only to be held back by say redirect loops that haven’t been corrected.

Also, a website might want to compete with say some strong competitors, yet the website hosting is simply too slow.

Therefore, part of the SEO companies’ role is to ensure a fast load time.

If this doesn’t occur, then you won’t be able to compete with the main competitors.

Therefore, the point that we are making is that, you could hire the best copywriters in the whole world.

You could then assemble some of the best link builders, using MOZ Pro, and building quality links with very high DA score.

However, all of this hard work, well it could be a waste of time, that’s if the hosting is unreliable and slow.

We have actually seen this with our experience, working on a huge e-commerce website. The website would go down, due to unreliable hosting. The website could also be slow; this would impact organic search engine optimisation performance.

Therefore, working with a web developer, we were able to solve that issue.

The web developer worked with us, and we managed to fix these problems, and as a direct result the e-commerce website would start to generate more sales.

Here’s some of the technical SEO issues that we can fix:

• Improve organic traffic by making sure all pages can get crawled and indexed
• Improve your companies brand awareness, because your business will appear in the SERP’s more often
• We can help make recommendations to improve websites UX or user experience
• We can help increase e-commerce sales by improving the Google E-EAT score for each page
• We can fix duplication issues
• We can improve content thin pages
• We can add 301 permanent redirects to pages where products are no longer sold
• We can manage the link equity to improve organic SEO

Page Load Speed

E-commerce businesses, and all company websites need to be as fast as possible. The websites need to have fast hosting. Plus, you should talk to your web design team as to whether Content Delivery Network (CDN) could actually be beneficial to your business. They can talk you through the various options to help make your e-commerce store even faster.

For example, they may recommend using a single CSS stylesheet instead of multiple stylesheets or in-line styles.

Also, your technical SEO team should look at minimising the use of redirects. A redirect is exactly the same as you may encounter on the highways when driving to a location, your redirected through a direct route.

Well, this the same with website redirects, they are redirecting to other pages.

However, the problem occurs when a website uses redirects incorrectly.

For example, too many redirects could occur, meaning that it slows down the journey to the last page.

This causes a negative user experience, or UX for short. What this does is it simply means that a lot of shoppers can get frustrated with how slow the e-commerce shop is.

They may end up for example, leaving the e-commerce store because its too slow, causing a massive increase in the bounce rate.

Are all the pages getting indexed by Googlebot?

Googlebot for those that don’t know what Googlebot’s job is, its job is to simply crawl and index a website.
So, for example, Google knows that businesses work hard to write say helpful guides, such as blog posts every single week.

These guides are there to help customers answer questions about the products and services that they offer.

These pages, and blog posts need to appear in Google’s SERP’s.

Therefore, it’s Googlebot’s job to simply follow links, or to crawl a website because the owner has requested a crawl and index using their Google Search Console account.

What Googlebot does it crawls and indexes the page, it then hand that information to Google’s algorithm. What it does then is it basically workout how high or low quality that advice is. The pages which offer the very best advice, the most helpful advice, those pages rank right at the top of Google’s SERP’s.

Therefore, use your Google Search Console account, and use the “Page Indexing Report”, to see if there are any pages on your e-commerce website, that are not currently getting indexed.

Thin and duplicated content marketing

A lot of websites, we would say especially e-commerce business selling a large range of items can incur this problem.

That is having content thin pages.

Also, duplication issues can cause problems as well.

Therefore, the best SEO companies in the entire world, they know that too many duplicated pages, or content thin pages, will water down organic SEO performance.

Therefore, what you need instead are pages which are well written, unique to that business, and basically, they must have a very high Google EEAT score.

Canonical tags pointing to the pages you want indexed

You should work with your SEO agency to make sure that canonical tags are added and that the canonical tags point to the right page.

Improve pages which are not getting much organic traffic

There could be for example, many pages on your e-commerce website that are not getting many organic visitors?

Therefore, use a tool such as Moz Pro or perhaps your businesses Google Analytics account and monitor the organic traffic. Are there a number of say blog posts, or main pages, which are not getting much organic traffic?

When you visit those pages, are they not getting much organic traffic, because well the page offers outdated information?

Is it because the page is content thin?

For example when Googlebot indexes the page, does it instantly see that it has just a 350-word count, and doesn’t offer much helpful advice?
Improve index bloat

Sometimes a business can simply have a huge number of articles and pages. Sometimes, some of these pages you won’t want to get indexed by Googlebot. For example, perhaps they are the Magento, Drupal or let’s say WordPress login screens.

Therefore, you won’t want to waste your businesses crawl budget, with Googlebot crawling and indexing those pages say every day.

Therefore, part of the technical SEO work is to actually set up a robots.txt document. And what this does, is that you can actually state what pages you want Googlebot to crawl index.

Therefore, SEO companies can for example, don’t index the WordPress login screen. This helps to preserve your companies crawl budget, and what this does is it can actually help save your crawl budget so that it can be used on pages you do want indexed.

Mobile friendliness

Ever since 2018, Google’s algorithm automatically switches to crawling and indexing the mobile version first. Therefore, this is called mobile first indexing. Therefore, if your say e-commerce website is not mobile optimised, this can cause issues with your organic search engine optimisation.

For example, let’s say you don’t have a mobile version designed, then this can mean that your businesses e-commerce SEO is put at a major disadvantage.

The reason being is, the companies that rank at the top of Google’s SERP’s- those pages often will have a really well-designed mobile version of the website. Therefore, the websites that’s have a really good web design, both mobile and desktop, will offer a better user experience to the shopper.

These websites will often have much higher and better dwell times. Also not just to mention the bounce rates are often higher. So, sometimes a website will often have a e-commerce mobile version of the website, however, if its not designed well, the bounce rate will often be high.

Therefore, you need a well-designed mobile website.

Indexed pages

Part of the marketing agency’s work is to check the number of indexed pages. Top SEO companies use something called Google Search Console’s Page Indexing Report. This simply shows the number of pages which Google has indexed.

Also, the Google Search Console’s Page Indexing Report can help flag any issues that Googlebot may have noticed whilst crawling and indexing your company website.

Are there any crawl errors on your website?

You might want to use various SEO tools such as Screaming Frog or perhaps you would like to use Ahrefs?

Use these tools, they are excellent.

Use them to see for example where broken links might exist. You could have broken links for example internally or externally.

Now broken links can cause a number of SEO issues.

For example, broken links internally can cause a negative user experience or UX.

What they could also do, is that they can cause the bounce rate to increase.

Then there’s external backlinks, if you have good quality do-follow backlinks, leading to a page, but that page no exists, well you are then wasting the link equity.

The means that you could sometimes have say many do-follow or no-follow backlinks leading to a page. However, if the page is deleted, and therefore a 404 page not found error is shown, then the business could be wasting its link equity.

(First Contentful Paint).

The top agencies in the world, when they working for say global brands, acknowledge that every split second matters in terms of a business’s page speed.

For example, a leading e-commerce business, could be running a sale. If the web design is not designed right, and if the page is not optimised, then the First Contentful Paint, could be slow.

This means that the bounce rate could be higher.

Therefore, the best SEO companies in the entire world, what they do, is they actually make sure that each page is as fast as possible.

Google Core Web Vitals

Your leading SEO consultant will use something called Core Web Vitals to make the website even faster.

This is all about improving the company’s user experience.

This is super important, because often when businesses are competing say right at the top of the SERP’s, often they need to focus on user experience.

That’s because some leading e-commerce websites, they may have similar backlinks, and content marketing.

All that separates these businesses right at the top of the SERP’s is therefore the Core Web Vitals.

This means making the e-commerce website faster, and therefore, this offers a better user experience to the shopper / customer.

Your business should use SSL / that’s A Secure Sockets Layer

This simply makes your e-commerce website more secure.

Most e-commerce businesses now use SSL.

Create an XML Sitemap

Whether you run a business, such as a solicitors practice, which uses a brochure website, or perhaps you run a large e-commerce company?

Regardless of whether your website has 10 pages of 10 thousand, you should keep an up to date XML site map.

This simply tells Google which pages to index.

Which pages you want crawled and indexed.

And also, which pages you don’t want indexed, in order to preserve the crawl budget.

Have you conducted a technical SEO audit of your website?

Using top SEO tools, such as SEMrush, you can see where you could improve your websites technical SEO.

For example, it could spot that your e-commerce shop could improve the following:

• Fix missing meta titles and descriptions
• Fix missing page titles
• Spot pages where are duplication issues
• Spot broken internal links
• Spotting broken external links
• Spot missing alt text
• Spot pages which are content thin
• It could help you to spot pages where there’s missing H1-H6
• Could spot where there’s cloaking issues
• Could spot where you have a redirect chain

How our SEO consultants and agency can help?

We are one of the best e-commerce agencies in Wales. We have extensive experience of link building, fixing technical SEO issues, writing content marketing.

Who is Ryan Walsh and why choose this marketing agency?

Ryan Walsh is a well-known SEO consultant, who works in the city of Cardiff. At our marketing agency we work with well known companies.

We work on both e-commerce websites, but also we work with local companies that have say WordPress brochurewebsites.

We are often chosen by many local and national companies, because we have considerable experience. For example, with over 10 years’ experience, say building links, writing content marketing and fixing technical SEO problems, we are one of the most highly experienced agencies in the United Kingdom.

What would you say is the most frequent technical SEO issue that you see?

We would say that the most frequent technical SEO issue, is when a business has say a large e-commerce store, and it deletes pages without any redirects.

What this causes is a rise in 404 pages.

So, for example, many pages could be crawled and indexed, yet when a shopper clicks on that page, they are shown a 404-page error.

Now, without a 301 redirect in place, well what could happen is the bounce rate increases.

This could also mean that you lose the sale.

Therefore, you leading agencies, like Walsh & Partners, is we use some of the best marketing tools to spot such issues and then we fix them.

Why is duplicated pages such a problem?

A common problem that many company websites have, is they are using too much AI text, or have too much duplicated text.

This means that these pages will have an extremely low Google E E A T score.

Instead, if you have pages which are content thin, duplicated or written by AI, then take the time to rewrite them. Improve the Google EEAT score, then send the work for re-indexation.

Would you like to hire Walsh & Partners?

If you would like to work with us, why not give us a call?

Technical SEO Metrics, we explain how to improve your e-commerce businesses SEO

If you would like to improve your e-commerce technical SEO then call us. We can fix broken links, duplicated pages, and also wasted crawl budgets.