Running an e-commerce store in the UK? Then, you probably already know how competitive online shopping can be.
You’ve got great products and decent traffic, but… not showing up on the first page of Google or Bing? Then, it might be time to check if your website is making some common SEO mistakes.
The good news? Fixing these errors can massively boost your visibility — and your sales.
Let’s walk through 5 critical SEO errors that most e-commerce websites make and how you can avoid them. And if you’d rather have the experts handle it, Unitel Direct, a top-rated SEO company in the UK, is here to help your online shop get seen by the right people at the right time.
5 Critical SEO Errors of E-commerce Websites (and How to Fix Them)
1. Poor Product Descriptions (or Worse — Duplicates)
We get it. You've got dozens, maybe hundreds of products. Writing unique descriptions for each one can feel like a full-time job.
But here’s the thing: search engines hate duplicate content. If you’re copying and pasting manufacturer descriptions or using the exact wording across multiple product pages, you’re waving a red flag at Google.
Fix it: Write original, keyword-rich product descriptions. Focus on how your product solves a problem or adds value. Even short, custom blurbs can make a huge difference.
Too busy to rewrite hundreds of listings? This is where Unitel Direct, your go-to e-commerce business marketing agency in the UK, can step in with done-for-you content and SEO optimisation.
2. Ignoring Technical SEO
It’s easy to overlook the “boring bits” — like meta tags, broken links, sitemaps, or page speed — especially if you’re focused on design and inventory.
But technical SEO is the backbone of your website’s performance. Slow-loading pages, missing image alt tags, and broken links all impact how search engines rank your site.
Fix it: Use tools like Google Search Console or Screaming Frog to audit your site. Better yet, let a small business marketing agency like Unitel Direct handle the heavy lifting. Their online marketing packages include full SEO audits and ongoing site optimisation — no tech headache required.
3. Weak Mobile Experience
Over 70% of online shopping in the UK now happens on mobile. If your site isn’t mobile-friendly, you're not just missing out on sales — you're also hurting your rankings.
Google now uses mobile-first indexing, which means your mobile site is what gets crawled first, not the desktop version.
Fix it: Make sure your website is fully responsive, fast-loading, and easy to navigate on all screen sizes. Need help? The web development team at Unitel Direct specialises in building mobile-first, SEO-friendly e-commerce websites for businesses like yours.
4. Not Optimising Category Pages
Many e-commerce businesses focus only on individual product pages and forget the power of category pages. These are gold mines for SEO — especially for broad search terms.
For example, instead of targeting “black leather boots with zippers,” your category page could target “men’s winter boots”, — bringing in more organic traffic.
Fix it: Add intro text to each category page that includes relevant keywords, internal links, and a clear call to action. These pages should help users and search engines understand what your store offers.
If you’re not sure where to start, Unitel Direct’s SEO experts can help optimise every page of your site, from product to category to blog.
5. Lack of Ongoing SEO Strategy
SEO isn’t a one-time task — it’s an ongoing process. Algorithms change, competitors evolve, and customer behaviour shifts. If you haven’t updated your SEO strategy in over six months, you're probably falling behind.
Fix it: Stay on top of keyword trends, monitor your traffic, and regularly publish fresh, relevant content — blogs, FAQs, buying guides, and more.
Don’t have time to manage it all? No worries — that’s where Unitel Direct, a trusted SEO company in the UK, can be your long-term partner. They offer scalable online marketing packages tailored for e-commerce, helping you stay ahead without burning out.
Why E-commerce Businesses Trust Unitel Direct
With so many agencies out there, what makes Unitel Direct the smart choice for e-commerce SEO?
✔️ 15+ years of industry experience
✔️ Custom marketing packages for small businesses
✔️ Affordable pricing for UK startups and SMEs
✔️ Proven track record of ranking websites on page one
✔️ Dedicated support and transparent reporting
Whether you're a boutique clothing brand or a growing electronics retailer, Unitel Direct understands the unique needs of e-commerce businesses — and how to help them grow organically.
Final Thoughts: Fix the Mistakes, Boost Your Sales
Your products are amazing, but if no one sees them, they don’t sell.
By avoiding these five critical SEO errors, you're giving your e-commerce site the best shot at landing on page one of Google and Bing — where the traffic (and sales) are.
Need a helping hand? Unitel Direct is here for it.
👉 Get in touch with Unitel Direct and find out how their SEO experts can help your e-commerce business shine online.