Most ecommerce pages don’t have many backlinks pointing to them. Which means that technical SEO is often the “tiebreaker” for Google’s first page. This makes conducting regular technical SEO site audits key.
A common problem ecommerce sites experience is having thousands of pages, which can create a technical SEO nightmare. If you're in this boat you'll want to identify pages that you can delete or noindex, without affecting your bottom line. You'll want to check Google Analytics prior to deleting anything to make sure the pages aren’t bringing in significant traffic.
Another common problem is duplicate or boilerplate content. This error is one that can sink your site in Google’s search results due to Google Panda. Your first option is to noindex all the pages that are not generating traffic but producing duplicate content. Once you’ve noindexed all of the URLs that need to go, it’s time to tap into the canonical tag (“rel=canonical”).
A canonical tag simply tells search engines that certain pages are exact copies or slight variations of the same page. Finally, it’s time to write unique content for all of the pages that you haven’t noindexed or set up with canonical URLs.