Diagnose crawl budget waste on a large catalogue site using server log file analysis and crawl statistics reports.
Marketing & Sales
Technical SEO Auditing for Large E-Commerce Websites
Learn to run structured technical SEO audits on large e-commerce sites, diagnosing crawl, indexation, site speed, and structured data issues that suppress organic visibility and revenue.
🗓️Duration5 training days
📚Content4 modules · 8 sessions
🎓On completionAccredited attendance certificate
About the programme
Course Overview
Large e-commerce catalogues, sometimes running to millions of URLs, create crawl, indexation, duplicate content, and speed problems that quietly suppress organic traffic, and generic SEO checklists miss issues that are specific to faceted navigation, pagination, and out-of-stock handling at scale. This course builds the technical skills needed to audit a large online store the way search engines actually crawl and index it. Participants work with real server log exports to diagnose crawl budget waste, examine canonicalisation and duplicate content caused by filters and sorting parameters, and validate structured data for products, offers, and reviews against current guidelines. The course also covers Core Web Vitals remediation by template type and international site structure, including hreflang implementation for cross-border stores. Teaching is hands-on: participants analyse sample crawl and log data, build a parameter handling policy, and assemble a prioritised audit report. By the end, participants can produce a technical SEO audit that development teams can actually action, ranked by traffic and revenue impact rather than a generic issue count.
Expected Learning Outcomes
Identify duplicate content and canonicalisation errors caused by faceted navigation, sorting parameters, and pagination.
Audit structured data markup for products, offers, reviews, and breadcrumbs against current schema.org and search engine guidelines.
Assess Core Web Vitals performance across template types and prioritise fixes by estimated traffic and revenue impact.
Evaluate indexation health by comparing sitemap coverage, crawled pages, and indexed pages across a large site.
Audit international site structure, hreflang implementation, and currency or language targeting for cross-border stores.
Compile a prioritised technical SEO audit report with a remediation roadmap that development teams can action.
Who Should Attend
SEO specialists and analysts responsible for auditing large product catalogues.
E-commerce managers overseeing organic traffic performance for online stores.
Digital marketing managers commissioning or reviewing technical SEO audits.
Web developers who implement SEO remediation on e-commerce platforms.
Content and category managers whose pages are affected by crawl and indexation issues.
Agency consultants delivering technical SEO audits to e-commerce clients.
Course Modules
Select any module to see its sessions and points.
01Crawl Budget and Indexation Diagnostics
2 sessions · 8 points
Session 1Server Log File Analysis for Crawl Behaviour
- Extract and segment server log files to identify which search engine bots crawl a site and how frequently.
- Detect crawl budget waste caused by bots repeatedly crawling low-value parameter URLs or filtered listing pages.
- Compare crawl frequency against page priority to spot important product pages that are under-crawled.
- Identify crawl errors, redirect chains, and server response codes that consume budget without adding indexed value.
Session 2Sitemap and Index Coverage Review
- Compare XML sitemap submissions against actual indexed pages to quantify indexation gaps on a large catalogue.
- Segment sitemaps by template type to isolate which page categories suffer the lowest indexation rates.
- Investigate soft 404s and thin content pages that search engines choose not to index despite being crawlable.
- Recommend sitemap restructuring and noindex rules to focus crawl and index budget on revenue-generating pages.
02Duplicate Content and Canonicalisation at Scale
2 sessions · 8 points
Session 1Faceted Navigation and Parameter Handling
- Map every filter, sort, and pagination parameter generated by a category page's faceted navigation system.
- Classify parameter combinations by search demand to decide which should be indexable, canonicalised, or blocked.
- Audit existing canonical tag implementation for consistency between self-referencing and cross-referencing pages.
- Design a parameter handling policy combining canonical tags, robots directives, and internal linking rules.
Session 2Out-of-Stock, Variant, and Discontinued Product Pages
- Audit how out-of-stock and discontinued product URLs are handled to prevent loss of accumulated page authority.
- Evaluate whether size, colour, and variant pages should be canonicalised to a parent product or kept separately indexable.
- Identify duplicate product descriptions copied from manufacturer feeds that suppress unique page ranking potential.
- Recommend a redirect and archive strategy for discontinued products that preserves link equity and user experience.
03Structured Data and Rich Result Eligibility
2 sessions · 8 points
Session 1Auditing Product and Offer Schema
- Validate Product, Offer, and AggregateRating schema markup against current structured data guidelines for rich results.
- Check price, availability, and currency fields in structured data for consistency with what shoppers see on the page.
- Identify missing or malformed structured data that disqualifies category and product pages from rich result eligibility.
- Audit review and rating markup for compliance with policies that prohibit self-serving or fabricated review data.
Session 2Breadcrumb, FAQ, and Site Navigation Markup
- Audit BreadcrumbList markup for accuracy against the actual category hierarchy shown in on-page navigation.
- Assess whether FAQ and how-to markup on product pages meets current eligibility rules for search result enhancements.
- Review sitelinks search box and organisation markup for correct implementation on the site's homepage.
- Build a structured data monitoring routine that flags markup errors introduced by template or feed changes.
04Site Speed, International SEO, and Reporting
2 sessions · 8 points
Session 1Core Web Vitals Remediation by Template
- Segment Core Web Vitals field data by template type to isolate which page groups fail largest contentful paint or interaction targets.
- Diagnose render-blocking scripts, unoptimised imagery, and third-party tags that slow category and product page loading.
- Prioritise speed fixes by combining Core Web Vitals scores with page-level traffic and conversion value.
- Recommend caching, image delivery, and script-loading changes that development teams can implement without a full rebuild.
Session 2Hreflang, International Structure, and Audit Reporting
- Audit hreflang tag implementation across language and country versions of a site for reciprocity and completeness errors.
- Review URL structure choices, such as subdirectories versus subdomains, for their impact on international crawl efficiency.
- Assemble audit findings into a prioritised report that ranks issues by estimated traffic, revenue, and effort to fix.
- Present a remediation roadmap with clear ownership and timelines for the development and content teams involved.
What the participant receives
4 course modules
A structured syllabus
8 training sessions
across 5 days
32 detailed points
Applied, detailed content
Accredited attendance certificate
On completing the programme
Complete your registration
We will contact you within one business day to confirm.
Ready to start?
Reserve your seat and start building the skill.