When you think about “what’s holding our performance back?”, most ecommerce brands look at ad spend, product-market fit, or creative. But technical SEO often gets missed - not because it’s unimportant, but because it’s invisible. It’s not glamorous, and it’s not always easy to understand. Yet for ecommerce brands, technical SEO is one of the most crucial - and underrated - drivers of visibility, traffic, and conversions. If your product pages aren’t indexed, if your site structure is confusing to Google, or if your sitemap is a mess, then all the ad spend and great content in the world won’t matter. This is part one of our new series: Performance Killers. Each post tackles a different (but common) issue we see dragging down results for ecommerce brands. First up, we’re diving into the technical SEO issues that sabotage performance - and what you can do to fix them. TL;DR – The SEO Performance Killers Hurting Ecommerce SitesShort on time? Here are the five silent killers we see most often - and why they matter. Click through to dive deeper into each one. Unindexed Product Pages – if Google can’t see it, customers can’t buy it. Crawl Bloat – too much junk content wastes crawl budget and hides your best pages. Over-Optimisation – keyword stuffing and AI-at-scale content can tank trust and rankings. Sitemap Issues – broken, bloated, or outdated sitemaps send Google in circles. No Structured Data – without schema, you’re invisible in AI Overviews and rich results.1. Unindexed Product PagesIf Google can’t see it, your customers can’t either.Unindexed product pages are one of the most damaging - yet surprisingly common - issues we see on ecommerce websites. On the surface, everything might look fine: the product exists, the page loads, you’ve optimised it with keywords. But behind the scenes, Google hasn’t actually added that page to its search index. And that means it’s invisible to anyone searching for ...