How To Run an Ecommerce SEO Audit for Your Online Store

How To Run an Ecommerce SEO Audit for Your Online Store

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SEO is crucial for the visibility of your e-commerce store in search engine results and determines how easily potential customers can find your products online.

In today’s online market, SEO is crucial for success in e-commerce. It helps increase visibility by improving search engine ranking, drives traffic to your site, and leads to higher conversion rates.

An SEO audit evaluates your website’s adherence to search engine practices, discovers areas for improvement, and optimizes technical performance. It improves site ranking, attracts more traffic, increases sales, and provides a roadmap for ongoing optimization.

What is an E-commerce SEO audit?

Strategies for Implementing successful SEO
Strategies for Implementing successful SEO

An assessment of an online store’s website to determine its performance in search engine optimization (SEO) is called an e-commerce SEO audit. The purpose of conducting an e-commerce SEO audit is to identify the website’s strengths, weaknesses, and opportunities for improving its ranking on search engine results pages (SERPs)

Preliminary Steps

Before diving into the comprehensive process of an SEO audit for your e-commerce store, setting a foundation with the right tools and establishing baseline metrics is crucial.

These preliminary steps ensure that your audit is data-driven, allowing for accurate tracking of progress over time.

Setting up Essential SEO Tools and Platforms

To effectively audit and monitor your e-commerce SEO performance, you’ll need to utilize several essential tools and platforms. These tools provide insights into your website’s search performance, technical issues, keyword rankings, and much more.

Google Analytics
Google Analytics

Google Analytics: This free tool is indispensable for understanding your website traffic, user behavior, and conversion metrics. It helps you see where your visitors are coming from, what they do on your site, and which pages are performing the best.

Google Search Console
Google Search Console

Google Search Console: Another free tool by Google, the Search Console, allows you to monitor, maintain, and troubleshoot your site’s presence in Google Search results. It provides data on search queries, shows how often your site appears in search, and alerts you to any crawl errors or security issues.


SEMrush or Ahrefs: These comprehensive SEO platforms offer a wide range of functionalities, including keyword research, competitor analysis, backlink tracking, and site audits. While they are paid tools, their depth of data and insights can significantly enhance your SEO audit and ongoing strategy.

Streaming Frog SEP Spider
Streaming Frog SEP Spider

Screaming Frog SEO Spider: This desktop program crawls websites’ URLs to audit for common SEO issues. It’s useful for identifying problems with page titles, meta descriptions, response codes, and more.

Establishing Baseline Metrics for Tracking Progress

Establishing Baseline Metrics for Tracking Progress
Establishing Baseline Metrics for Tracking Progress

With the right tools in place, the next step is to establish baseline metrics. These metrics will serve as your benchmark for measuring the effectiveness of your SEO efforts over time.

  • Organic Search Traffic: Measure the current traffic coming to your site through organic search. This serves as a primary indicator of your site’s SEO performance.
  • Keyword Rankings: Identify the current rankings for a set of target keywords relevant to your e-commerce store. This will help you track improvements in visibility for those keywords.
  • Page Load Time: Speed is a critical factor for both SEO and user experience. Record your site’s current average page load time.
  • Bounce Rate: This metric indicates the percentage of visitors who leave your site after viewing only one page. A high bounce rate might suggest that your site’s content or user experience needs improvement.
  • Conversion Rate: Understanding your current conversion rate is crucial to measuring the direct impact of SEO improvements on sales.

Setting up these tools and establishing your baseline metrics are foundational steps that pave the way for a successful SEO audit. They ensure that you have a clear understanding of your starting point, allowing you to set realistic goals and measure progress as you implement optimizations.

Technical SEO Audit

Technical SEO Audit
Technical SEO Audit

Conducting a Technical SEO Audit is crucial for identifying and fixing issues that could be hindering your e-commerce site’s performance in search engine results. This audit focuses on the foundation upon which your website is built, ensuring that search engines can effectively crawl, index, and rank your site. Here’s how to approach each critical area:

Site Structure and Navigation

  • Evaluating the Hierarchy and Navigational Ease: A clear website hierarchy enhances user experience and SEO. It distributes page authority and makes content easy to find for both users and search engines.
  • Ensuring a Clean and Efficient URL Structure: Simplify URLs, use hyphens to separate words, and make sure each URL accurately reflects the page content.

Mobile Optimization

  • Assessing Mobile-Friendliness and Responsiveness: Mobile devices make up a large share of web traffic. Use Google’s Mobile-Friendly Test to ensure your site performs well on smartphones and tablets.
  • Implementing Google’s Mobile-First Indexing Best Practices: Keep the content, meta tags, and structured data similar on your website’s desktop and mobile versions.

Site Speed Analysis

  • Testing Page Load Times: Check your site’s loading speed on both mobile and desktop using tools like Google’s PageSpeed Insights. These tools can offer specific recommendations for improvement.
  • Identifying and Mitigating Factors Slowing Down the Site: Optimize images, minify code, reduce HTTP requests, and improve server response times to boost website performance.

Secure Connection

  • Verifying the Implementation of HTTPS Across the Site: HTTPS encrypts data between the user’s browser and your server, making it hard to intercept. Use it to protect user data and gain the trust of users and search engines.

Crawlability and Indexation

  • Checking for Crawl Errors and Indexation Issues Using Google Search Console: Search Console reports crawl errors and indexation issues that can impact your site’s visibility on Google. Addressing these issues helps search engines access and index your content more effectively.
  • Reviewing and Optimizing the Robots.txt File and XML Sitemap: Use robots.txt and XML sitemap to help search engines crawl and index your website efficiently. Keep them updated and error-free.

By thoroughly addressing each of these areas in your Technical SEO Audit, you’ll lay a strong foundation for your e-commerce site’s visibility and performance in search engine results.

On-Page SEO Audit

On-Page SEO Audit
On-Page SEO Audit

An On-Page SEO Audit focuses on the elements within your website that can be optimized to improve search engine rankings and enhance user experience.

This part of the audit examines how content is presented to both users and search engines, ensuring that your site is fully optimized to compete in search engine results pages (SERPs). Here’s how to conduct an effective on-page SEO audit:

Keyword Analysis

Keyword Analysis
Keyword Analysis
  • Researching and Identifying Target Keywords: Identify relevant keywords using SEO tools for your e-commerce store. Look for short-tail and long-tail keywords with high search volume, low competition, and relevance to your products.
  • Analyzing Keyword Placement and Density on Key Pages: Ensure that your target keywords are appropriately used in critical areas such as page titles, headers, and throughout the content. However, avoid keyword stuffing, which can negatively impact your SEO. The goal is to incorporate keywords naturally and meaningfully.

Content Evaluation

  • Reviewing Content Quality, Relevance, and Uniqueness: Quality, unique content is important for user engagement and SEO. Check for duplicate content on your site.
  • Identifying Content Gaps and Opportunities: Identify topics and questions that your audience is interested in but not covered on your site. Fill these gaps with keyword research and attract additional traffic to position yourself as an authority in your niche.

Meta Tags Optimization

Meta Tags Optimization
Meta Tags Optimization
  • Ensure that your title tags and meta descriptions accurately describe the content of your page.
  • Make your title tags and meta descriptions compelling to improve click-through rates from SERPs.
  • Include target keywords in your title tags and meta descriptions to improve search engine visibility.
  • Use headings (H1, H2, etc.) to structure your content for both readers and search engines.
  • Include keywords in your headings to emphasize the importance of different sections of your content.

Image Optimization

  • Ensuring All Images Have Appropriate Alt Tags and File Names: Alt tags describe images to search engines and improve accessibility for users with screen readers. Use descriptive, keyword-relevant file names and alt tags for each image.
  • Optimizing Image Sizes for Faster Loading: Optimize your website’s images by compressing them without losing quality and choosing the correct file format (e.g., JPEG, PNG, WebP) for the web. This will improve user experience and SEO.

By optimizing these elements, you can improve your site’s search engine visibility, drive more traffic, and ultimately increase conversions and sales.

Off-page SEO Audit

Off-Page SEO Audit
Off-Page SEO Audit

Off-page SEO Audit examines factors outside your website that affect your site’s reputation and search engine rankings. This includes a backlink profile and social media presence. Improving these aspects can enhance your site’s authority and visibility in SERPs.

Backlink Profile

  • Analyzing the Quality and Quantity of Inbound Links: Use SEO tools like Ahrefs, SEMrush, or Moz to analyze your backlink profile. High-quality backlinks from reputable sites in your industry can significantly boost your SEO efforts. 
  • Identifying and Addressing Toxic Backlinks: Toxic backlinks, which come from spammy or irrelevant sites, can harm your site’s SEO. Identify these links using your SEO tool of choice and consider disavowing them through Google Search Console if they could be negatively impacting your site’s rankings.

Social Media Integration

  • Social signals like shares and likes can have an indirect impact on your SEO.
  • They help increase your content’s reach and generate potential backlinks.
  • Ensure your content is easily shareable through social media buttons on your site.
  • Make sure your social media profiles link back to your site.
  • Regularly share valuable content on your social media platforms to engage with your audience and encourage shares.

User Experience (UX) Evaluation

A stellar User Experience (UX) is key to retaining visitors and converting them into customers. A UX evaluation helps identify areas for improvement to make your e-commerce site as user-friendly as possible.

  • Utilize analytics, user feedback, and usability testing to assess the overall user experience of your site and identify potential areas for improvement.
  • Look for common pain points such as difficult navigation, slow loading times, or confusing checkout processes that could be hindering user satisfaction and engagement.
  • Analyze site layout, design, and call-to-action (CTA) elements to optimize the user experience.
  • Ensure that the site layout is intuitive and has a clean design that highlights your products and services.
  • Use clear, compelling, and strategically placed CTAs to guide users through the buying process smoothly.

Conversion Rate Optimization (CRO)

Conversion Rate Optimization (CRO)
Conversion Rate Optimization (CRO)

CRO is focused on increasing the percentage of visitors who complete your site’s desired actions, improving your return on investment from every traffic source.

  • Reviewing the Purchase Funnel for Barriers to Conversion: Map the customer journey from the landing page to checkout. Identify any friction points and hypothesize reasons for barriers.
  • Identifying Opportunities to Enhance the Checkout Process and Increase Conversions: Simplify checkout, offer multiple payments, and use clear indicators. Consider exit-intent pop-ups for offers and reminders.

Competitor Analysis

Understanding your competitors’ SEO strategies can provide insights into what works well in your industry and highlight opportunities for your site to stand out.

  • Conducting a Comparative Analysis of Competitors’ SEO Strategies: Analyze key competitors’ sites for their use of keywords, content quality, site structure, backlink profile, and user experience. Tools like SEMrush or Ahrefs can provide valuable data for this analysis.
  • Identifying Strengths, Weaknesses, and Areas for Improvement in Your SEO Approach: Benchmark your site against competitors to identify what they are doing better and areas where you have an advantage. Use this information to refine your SEO strategy

Reporting and Action Plan

The final step of an SEO audit is to compile your findings into a comprehensive report and develop a prioritized action plan.

  • Compiling Audit Findings into a Comprehensive Report: Summarize the key issues identified during the audit, along with their potential impact on SEO performance. Include both qualitative assessments and quantitative data to support your findings.
  • Prioritizing SEO Issues Based on Their Impact on Performance: Rank identified issues based on their expected impact on search rankings, traffic, and conversions, as well as the resources required to address them.
  • Developing a Detailed Action Plan for Addressing Identified Issues: Outline specific steps to tackle each issue, along with timelines and responsibilities. This plan should be iterative, allowing for adjustments as you monitor the impact of implemented changes.

An effective SEO audit is comprehensive, covering everything from technical SEO to user experience and competitive positioning. By systematically addressing each area, you can enhance your e-commerce site’s visibility, user engagement, and conversion rates, ultimately driving more sales and revenue.


In conclusion, conducting an eCommerce SEO audit for your online store is essential for optimizing your website’s performance, visibility, and ultimately, your sales. By systematically assessing various aspects of your site, including technical elements, content quality, user experience, and backlink profile, you can identify areas for improvement and develop a strategic plan to enhance your search engine rankings.

Through thorough keyword research, competitor analysis, and on-page optimization, you can fine-tune your website to attract more qualified traffic and improve conversion rates. Additionally, staying informed about the latest SEO trends and algorithm updates ensures that your eCommerce SEO strategies remain effective and adaptive in a constantly evolving digital landscape.

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