9 Mistakes I Keep Seeing on eCommerce Stores Which Are Destroying Your Rankings

In his session at Balkan eCommerce Summit 2026, Krešimir Ćorluka from Canonical SEO Agency explored the most common SEO and technical mistakes he continues to see across eCommerce stores – including large businesses with significant budgets and millions of visits. The presentation focused on:

the foundational issues that negatively impact visibility in both Google and AI-driven search systems.

A Beautiful Website Does Not Mean a High-Performing Website

Krešimir opened the presentation with several real-world examples outside eCommerce:

• the Walkie Talkie building in London
• the Vasa warship
• the Hubble telescope

All of them looked impressive, but each contained:

one overlooked structural flaw

that later caused major problems.

His main point was that:

many eCommerce websites look visually polished, but underneath they contain critical SEO and technical weaknesses that seriously damage rankings and visibility.

1. Relying on JavaScript for Critical Content

One of the most serious issues discussed was:

rendering important website content entirely through JavaScript.

The problem is that:

• users can see the content
• but Google and AI systems often cannot process it properly

Krešimir emphasized that:

most AI systems barely render JavaScript at all.

As a result:

• product descriptions
• category texts
• key SEO elements
• important content sections

may effectively become invisible for AI-powered search experiences.

2. No Real Keyword Research

Another common issue is:

using creative or branded category names instead of search-driven naming.

Instead of titles such as:

• “Premium Collection”
• “Urban Edit”
• “Immaculate Experience”

brands should focus on:

how real customers actually search.

Examples include:

• “Wireless headphones under €50”
• “Men’s hiking shoes”
• “Running shoes size 42”

According to Krešimir:

SEO should be built around customer language, not internal brand terminology.

3. Ignoring Faceted Navigation Opportunities

A major missed opportunity across many eCommerce stores is:

not creating indexable filter-based landing pages.

Examples include:

• Adidas running shoes size 42
• Hiking shoes for men
• Black sneakers under €100

These combinations often have real search demand and ranking potential.

Krešimir explained that:

many stores lose significant organic traffic because they fail to turn filters into searchable, indexable category pages.

This becomes even more important for AI search, because:

AI systems often prefer highly specific landing pages rather than dynamically filtered experiences.

4. Weak Product Page Content

Another major issue is:

minimal product descriptions with very little useful information.

Many fashion and lifestyle websites focus heavily on aesthetics:

• large white spaces
• short descriptions
• minimal technical details

However, users – and AI systems – increasingly need:

• material details
• product origin
• sizing information
• usage guidance
• care instructions
• comparisons
• pros and cons
• customer Q&A
• buying guides

The core question raised during the session was:

“If every website uses the same product information, why would Google or AI choose yours?”

5. Missing Structured Data / Schema Markup

Krešimir described structured data as:

the language websites use to communicate with Google.

He recommended implementing:

• reviews
• availability
• shipping details
• ratings
• FAQ schema
• product schema
• breadcrumbs
• navigation markup

Although AI systems are not yet fully dependent on structured data,
he emphasized that:

structured information will become increasingly important in future AI-driven search environments.

6. Poor Website Architecture

Another recurring issue is:

overly deep and complex website structures.

He recommended:

• keeping important pages within 2–3 clicks from the homepage
• creating flatter site structures
• improving internal linking
• simplifying navigation

This directly impacts:

• crawlability
• indexing
• AI visibility
• overall user experience

7. Blocking Pagination Pages from Indexing

Many eCommerce stores:

prevent pagination pages from being indexed.

According to Krešimir, this is often a serious mistake because:
products located on page 2, 3, or 4 may:

never become visible in Google search.

He also stressed that:
crawl budget optimization does not mean:

hiding large portions of the website.

8. Lack of Social Proof and Authority Signals

The presentation also highlighted the growing importance of:

trust signals and external authority.

This includes:

• backlinks
• brand mentions
• reviews
• Trustpilot
• Reddit discussions
• third-party citations
• external reputation signals

Krešimir recommended:

building authority not only to the homepage, but also to important categories and subcategories.

9. Ignoring AI Optimization

The final topic focused on:

AI Optimization / Answer Engine Optimization.

Krešimir explained that:
SEO and AI optimization are:

fundamentally very similar.

The same principles still matter:

• clear product descriptions
• strong UX
• trust signals
• structured information
• semantic clarity
• clean architecture
• unique value propositions

The difference is that:

AI systems are even more sensitive to unclear content and missing context.

Key Takeaways

The session demonstrated that:
many eCommerce stores still suffer from major foundational SEO and technical issues
JavaScript-heavy websites may become invisible to AI systems
keyword research remains critically important
faceted navigation creates major SEO opportunities
product pages need significantly richer information
structured data is becoming increasingly valuable
site architecture directly impacts visibility and crawlability
pagination pages should not automatically be blocked from indexing
social proof and authority signals are essential for both SEO and AI visibility
AI optimization does not replace SEO – it builds on strong SEO fundamentals

The overall conclusion was:

the brands that will succeed in both Google and AI-driven search environments will not necessarily be the most visually impressive, but the ones with the strongest technical, structural, and informational foundations.