Ecommerce SEO audits are an essential tool for any online retailer looking to improve their search engine rankings and increase traffic.
By conducting a comprehensive SEO audit, you can identify key issues that may be hindering your website’s performance and take steps to address them.
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Ecommerce SEO audits
Ecommerce SEO is the process of optimizing an online store’s website and content to rank higher in search engine results pages (SERPs).
A higher ranking can drive more organic traffic to the site, which can result in increased revenue for the business.
However, ranking high on search engines isn’t easy, especially for online stores with numerous pages and products.
Therefore, ecommerce SEO requires constant monitoring and auditing to ensure that the website is in good shape.
What is an Ecommerce SEO Audit?
An ecommerce SEO audit is a process of analyzing an online store’s website to identify areas for improvement in terms of search engine optimization.
This process is conducted to find out whether the site is structured correctly, the content is relevant, the technical aspects of the site are optimized, and whether there are any errors that could impact ranking on search engines.
During an ecommerce SEO audit, a website’s content, URLs, meta tags, and other essential elements are checked to ensure they follow the best practices for search engine optimization. The audit will also reveal any on-page or off-page issues that need to be addressed.
What is Not Included in an Ecommerce SEO Audit?
It is essential to understand what is not included in an ecommerce SEO audit to avoid any misconceptions.
Firstly, an ecommerce SEO audit is not a one-time process but a continuous one. Secondly, an ecommerce SEO audit does not cover paid search engine marketing (SEM) or social media optimization (SMO).
Finally, it is important to note that an ecommerce SEO audit does not guarantee an increase in search engine rankings, as the process only identifies areas for improvement.
Why is it Important to Regularly Audit Your Ecommerce Website?
Auditing your ecommerce website regularly helps you to identify and fix issues before they become bigger problems that could harm your search engine rankings.
Regular audits can reveal issues such as duplicate content, broken links, and slow-loading pages that could negatively impact your website’s search engine rankings.
An ecommerce SEO audit also ensures that your website stays current with the latest best practices for SEO.
With search engines constantly updating their algorithms, what worked before might not work today. An audit can help identify changes that need to be made to keep your website optimized for search engines.
When to Conduct an SEO Audit
There are several instances when you should conduct an SEO audit of your ecommerce website.
Firstly, an SEO audit should be conducted when launching a new website or online store. This will ensure that the website is optimized for search engines from the start.
Secondly, an ecommerce SEO audit should be conducted when there is a significant change in the website’s structure or content. This could be due to a site redesign, product updates, or new pages added to the website.
Finally, it is recommended to conduct an ecommerce SEO audit on a regular basis, at least every six months, to ensure that the website stays optimized for search engines.
How to perform an ecommerce SEO audit – 22 steps checklist
Performing an ecommerce SEO audit can seem daunting, but it is an essential step to improve your website’s search engine rankings.
Below are some technical SEO elements to consider when conducting an ecommerce SEO audit:
Technical SEO audit
1. XML Sitemaps
XML sitemaps are files that list all the pages on your website, making it easier for search engines to find and index them.
Ensure that your XML sitemap is up-to-date and contains all relevant pages, including product pages, category pages, and blog posts.
2. Robots.txt File
The robots.txt file tells search engines which pages on your website they should crawl and index.
Make sure that your robots.txt file is correctly configured to allow search engines to crawl and index all relevant pages while blocking irrelevant ones.
3. Response Codes
Response codes indicate the status of your website’s pages. A 200 status code indicates that the page is working correctly, while a 404 status code indicates that the page is not found.
Check for any broken links on your website and redirect them to relevant pages to ensure a positive user experience.
Canonical tags tell search engines which version of a page to index if there are multiple versions of the same page.
Ensure that your canonical tags are correctly implemented to avoid duplicate content issues that could negatively impact your search engine rankings.
5. Parameter Handling in Google Search Console
Parameter handling tells Google how to treat URL parameters. Ensure that Google understands how to handle URL parameters and which pages to index.
If your website has multiple pages of products or content, it is essential to ensure that pagination is set up correctly.
Proper pagination ensures that search engines can crawl and index all relevant pages while avoiding duplicate content issues.
7. Navigation and Crawl Depth
Ensure that your website’s navigation is user-friendly and easy to crawl for search engines.
Keep your website’s crawl depth shallow to avoid important pages being buried too deep in the website’s architecture.
8. Site Search
If your website has a search function, ensure that it is working correctly and that the search results page is optimized for search engines.
If your website is available in multiple languages, ensure that the correct language versions are served to the correct users and that hreflang tags are correctly implemented.
10. Page Speed
Page speed is a crucial ranking factor for search engines. Ensure that your website’s pages load quickly and that images and videos are optimized for the web.
E-commerce content audit
Aside from technical SEO elements, an ecommerce SEO audit should also include a content audit to ensure that your website’s content is optimized for search engines and resonates with your target audience.
Below are some elements to consider when conducting an ecommerce content audit:
1. Meta Titles and Meta Descriptions
Meta titles and meta descriptions are essential elements that help search engines and users understand what a page is about.
Ensure that your meta titles and descriptions are well-written, keyword-rich, and accurately reflect the content of the page.
2. Duplicate Content
Duplicate content can negatively impact your website’s search engine rankings.
Check for duplicate content on your website, including product descriptions and category pages, and ensure that they are properly canonicalized or removed.
3. Broken Links
Broken links can negatively impact user experience and harm your website’s search engine rankings. Check for any broken links on your website and redirect them to relevant pages.
4. Content Quality and Brand Compliance
Ensure that your website’s content is high-quality, relevant, and compliant with your brand guidelines.
Avoid keyword stuffing and prioritize creating content that provides value to your target audience.
5. Keyword Targeting and Content Cannibalization
Ensure that your website’s content is optimized for relevant keywords and that different pages on your website are not competing for the same keywords, leading to content cannibalization.
6. Structured Data
Structured data helps search engines understand the content of a page better. Ensure that your website’s structured data is correctly implemented, including product schema and breadcrumbs.
ecommerce off-page SEO
In addition to on-page SEO, an ecommerce SEO audit should also include an off-page SEO audit to evaluate your website’s backlinks and potential negative SEO.
Below are some elements to consider when conducting an ecommerce off-page SEO audit:
Backlinks are a crucial ranking factor for search engines. Evaluate the quality and relevance of your website’s backlinks and ensure that they are natural and not the result of manipulative tactics.
2. Negative SEO
Negative SEO tactics, such as link spamming and content scraping, can harm your website’s search engine rankings.
Monitor your website’s backlinks regularly and disavow any suspicious or harmful backlinks.
Ecommerce On-Page SEO
On-page SEO is an essential element of any ecommerce SEO strategy, as it involves optimizing the content and structure of individual pages on your website to improve their visibility in search engine results.
Here are some key areas to focus on when performing an ecommerce on-page SEO audit:
1. Keyword research and targeting
Keyword research is critical to identify the keywords and phrases that your target audience is searching for and to optimize your website’s content accordingly.
Ensure that your website’s content is relevant, informative, and incorporates your target keywords naturally.
2. Product descriptions and titles
Optimizing your product descriptions and titles is crucial for driving traffic and conversions.
Ensure that your product descriptions and titles are keyword-rich, informative, and highlight the unique features and benefits of your products.
3. Site structure and navigation
Your website’s structure and navigation play a crucial role in user experience and search engine visibility.
Ensure that your website’s navigation is intuitive, and your product categories and subcategories are organized in a logical and user-friendly manner.
4. Mobile responsiveness
With more users browsing the internet on mobile devices, it’s crucial to ensure that your website is mobile-friendly and responsive.
Ensure that your website’s design and layout are optimized for mobile devices, and that your website’s load times are fast.
How Siteimprove can help you with your ecommerce SEO
Siteimprove is a powerful tool that can assist with your ecommerce SEO efforts in several ways:
1. Content optimization
Siteimprove’s Content and Accessibility modules can assist with optimizing your website’s content for search engines and improving its accessibility for all users.
This includes identifying duplicate content, highlighting pages with low word counts, and providing suggestions for improving the readability of your website’s content.
2. Site search
Siteimprove’s Site Search module can help you improve your website’s internal search functionality, allowing users to find the products and information they need quickly and easily.
3. Analytics and reporting
Siteimprove’s Analytics and Reporting modules provide insights into your website’s traffic, user behavior, and search engine rankings.
This information can help you identify opportunities for improvement and track the success of your ecommerce SEO efforts over time.
FAQs About Ecommerce SEO audits
1. How do I SEO audit my ecommerce website?
To perform an SEO audit on your ecommerce website, start by analyzing your website’s technical SEO, on-page SEO, and off-page SEO.
This includes checking for broken links, optimizing your product descriptions and titles, and ensuring that your website’s structure and navigation are user-friendly.
You can use tools like Siteimprove, Ahrefs, and SEMrush to assist with your ecommerce SEO audit.
2. What is SEO audit with example?
An SEO audit is the process of analyzing your website’s search engine optimization efforts to identify areas for improvement.
For example, an SEO audit may include checking for broken links, analyzing your website’s content quality, and ensuring that your website’s metadata and tags are optimized for search engines.
The goal of an SEO audit is to identify areas where you can improve your website’s search engine visibility and user experience.
3. How do I audit a SEO page?
To audit a SEO page, start by analyzing the page’s metadata, including the title tag, description, and header tags.
Check for keyword targeting, relevancy, and clarity. Analyze the page’s content for quality, readability, and keyword usage.
Check the page’s links and ensure that they are working correctly. Finally, check the page’s load speed and mobile responsiveness.
4. What is SEO audit tools?
SEO audit tools are software programs that assist with analyzing and improving your website’s search engine optimization efforts.
These tools may include features for analyzing website structure and technical SEO, checking for broken links and duplicate content, and identifying keyword opportunities.
Examples of SEO audit tools include Siteimprove, Ahrefs, and SEMrush.
5. What is SEO checklist?
An SEO checklist is a tool that assists with organizing and prioritizing your SEO efforts. A checklist may include items like optimizing your website’s metadata and tags, improving your website’s load speed and mobile responsiveness, and analyzing your website’s content quality and keyword usage.
A checklist can help ensure that all necessary steps are taken to improve your website’s search engine visibility and user experience.
Final Thoughts About Ecommerce SEO audits
Ecommerce SEO audits are crucial for any online business looking to improve their search engine visibility and attract more potential customers.
By conducting regular SEO audits, you can identify areas where your website may be falling short and take steps to improve your website’s search engine optimization efforts.
Some key areas to focus on during an ecommerce SEO audit include technical SEO, on-page SEO, and off-page SEO.
Technical SEO involves ensuring that your website’s structure, code, and backend elements are optimized for search engines.
On-page SEO involves optimizing your website’s content, metadata, and tags for search engines.
Off-page SEO involves analyzing your website’s backlink profile and identifying opportunities for link building.
There are a variety of tools and resources available to assist with ecommerce SEO audits, including Siteimprove, Ahrefs, SEMrush, and more.
By using these tools and taking a comprehensive approach to your SEO audit, you can improve your website’s search engine visibility, attract more potential customers, and ultimately increase your online sales and revenue.
Overall, ecommerce SEO audits should be considered an essential part of any online business’s digital marketing strategy.
By staying up-to-date with the latest SEO best practices and regularly auditing your website, you can stay ahead of the competition and achieve your online business goals.