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A Step-by-Step Guide to Conducting an Ecommerce SEO Audit

Whether you're an established ecommerce veteran or a newcomer to the online market, maximizing your presence on search engine results is vital to your business success. A key tool in achieving this objective is an SEO audit. But conducting an effective audit often poses a challenge. In this detailed guide, we will walk you through the best practices for conducting your own ecommerce SEO audit.

Understanding the Importance of an Ecommerce SEO Audit

When it comes to running an ecommerce business, having a strong online presence is crucial. With millions of websites competing for attention, it's essential to optimize your website so that it stands out from the crowd. This is where search engine optimization comes into play. SEO practices can considerably enhance your online visibility, boosting your business's chance of attracting potential customers.

The Impact of SEO on Ecommerce

Investing time and resources into SEO can yield promising results for your ecommerce operation. SEO can help your web page to appear higher in search engine results, thereby increasing the chances of attracting more traffic. This typically translates into a higher probability of sales conversion, adding measurable value to your bottom line. 

Imagine you have an online store that sells handmade jewelry. Without proper SEO, your website might get buried on the tenth page of search engine results, making it nearly impossible for potential customers to find you. However, with effective SEO strategies, your website can climb the ranks and appear on the first page, making it much more likely for people to discover and visit your online store. 

The effective use of keywords, user-friendly site design, strategic use of links, and inclusion of relevant and valuable content—including reviews and Q&A—are just a few of the ways SEO can bolster the online presence of your ecommerce site. 

Keywords play a crucial role in SEO. By conducting keyword research and strategically incorporating relevant ones into your website's content, you can attract organic traffic from search engines. For example, if someone searches for "handmade silver earrings," and your website has optimized content with that keyword, there's a higher chance that your website will appear in the search results. 

Customer reviews and search-optimized Q&A can be valuable keyword resources for SEO purposes. When your customers write reviews they will naturally incorporate many important keywords simply by virtue of describing your products and services and their experience in using those things. Likewise, with Q&A, customers can ask and answer the same questions that people interested in products like yours will ask on search engines. The answers to Q&A are often perfectly formatted for the coveted featured snippet spot at the top of the search engine results page.

In addition to keywords, having a user-friendly site design is essential for SEO. A well-structured and easy-to-navigate website not only improves the user experience but also helps search engines understand and index your content more efficiently. This, in turn, can positively impact your website's visibility in search results. Don't neglect to optimize your product pages with detailed descriptions, videos, video reviews, and written reviews to make those pages more useful for shoppers.

Strategic use of links is another crucial aspect of SEO. By building high-quality backlinks from reputable websites, you can improve your website's authority and credibility in the eyes of search engines. This can result in higher rankings and increased visibility. 

Lastly, the inclusion of relevant and valuable content is vital for SEO. By regularly creating and publishing informative and engaging content related to your products or industry, you can attract and retain a loyal audience. As discussed above, user-generated content such as reviews, video reviews, and Q&A discussions can be SEO gold. This not only improves your website's visibility but also establishes your brand as a trusted source of information. 

Dive into the world of Ecommerce SEO audits, where a meticulous analysis paves the way for strategic optimizations, driving traffic, and boosting sales

Why Regular SEO Audits Are Essential 

With continual updates to search engine algorithms, regular SEO audits become crucial. These audits detect gaps in your current SEO strategy and highlight opportunities for improvements. Neglecting to do this for too long can result in decreased visibility and potential missed opportunities for sales. 

Search engine algorithms are constantly evolving to provide users with the most relevant and high-quality search results. What worked in terms of SEO a few years ago may not be as effective today. Regular SEO audits help you stay up-to-date with the latest best practices and ensure that your website remains optimized for search engines. 

Additionally, the insights from audits allow businesses to keep abreast of changing SEO trends. This helps to safeguard the relevancy of your ecommerce site amidst the dynamic landscape of SEO. 

During an SEO audit, various aspects of your website are thoroughly examined, including on-page optimization, technical SEO, backlink profile, and content quality. By identifying areas that need improvement, you can make strategic changes to enhance your website's SEO performance and maintain a competitive edge. 

For example, an SEO audit may reveal that your website has slow loading times, which can negatively impact user experience and search engine rankings. By addressing this issue and optimizing your website's speed, you can improve both user satisfaction and SEO performance. 

An SEO audit is a valuable tool for ecommerce businesses looking to maximize their online visibility and attract potential customers. By investing in regular audits and implementing the recommended improvements, you can stay ahead of the competition and drive more organic traffic to your website, ultimately leading to increased sales and business growth. 

Preparing for Your Ecommerce SEO Audit 

Before jumping into your SEO audit, there are a few things that need to be prearranged to ensure a smooth and uninterrupted process. Let's take a closer look at what they are. 

Gathering the Necessary Tools 

When it comes to conducting an SEO audit, having the right tools at your disposal is crucial. Fortunately, there is a wide variety of tools available that can provide valuable insights into your site's SEO performance. Some of the most popular free tools include:

  • Google Analytics: This powerful tool allows you to track and analyze your website's traffic, user behavior, and conversion rates. It provides detailed reports and data that can help you understand how your site is performing.
  • Google Search Console: This tool helps you monitor your site's presence in Google search results. It provides information about your site's indexing status, search queries, and backlinks. It also alerts you to any issues that may be affecting your site's visibility.
  • Semrush: This comprehensive SEO tool offers a wide range of features, including keyword research, competitor analysis, and site auditing. It provides valuable insights into your site's visibility, keyword rankings, and traffic statistics, among other metrics. 

By utilizing these tools, you can gain a deeper understanding of your site's SEO performance and identify areas for improvement. 

Setting Your Audit Goals 

Goal-setting is an essential step in guiding the focus and direction of your SEO audit. Before diving into the nitty-gritty details, it's crucial to establish clear and measurable goals. These goals will not only help you stay focused during the audit but also serve as benchmarks for assessing the efficiency and success of your efforts. 

When setting your audit goals, consider the specific areas you want to improve. Are you looking to increase the visibility of your site as a whole? Or do you want to target specific pages or keywords? By defining your goals upfront, you can tailor your audit process to address these specific objectives. 

Additionally, make sure your goals are achievable within the timeframe and resources available to you. Setting realistic goals will help you stay motivated and ensure that your audit is effective in driving tangible results. 

Remember, an SEO audit is not just a one-time task. It's an ongoing process that requires continuous monitoring and optimization. By setting clear goals and utilizing the right tools, you'll be well-prepared to embark on your ecommerce SEO audit journey. 

Explore the transformative effect of an ecommerce SEO audit, delving deep into your website's DNA.

Conducting Your Ecommerce SEO Audit: A Step-by-Step Guide 

Once equipped with the appropriate tools and clear goals, you can begin conducting your SEO audit along the following key dimensions. 

Checking Your Site's Accessibility 

This involves ensuring that search engines can easily access and crawl your site. Review your site's robots.txt file to ensure it doesn't inadvertently block search engines. Make sure your site loads swiftly and optimally across all devices. 

When it comes to site accessibility, it's important to consider the user experience as well. A well-optimized site not only allows search engines to crawl it effectively but also ensures that users can navigate through it effortlessly. This means having a clear and intuitive site structure, easy-to-use navigation menus, and fast-loading pages. 

Furthermore, optimizing your site for accessibility also involves making it compatible with assistive technologies such as screen readers for visually impaired users. By implementing proper alt text for images and providing descriptive headings, you can enhance the accessibility of your site for all users. 

Analyzing Your Site's Indexability 

After confirming your site's accessibility, the next step is to examine its indexability. This entails verifying that search engines can access your site and can also correctly index it in their search results. 

Indexability is crucial for ensuring that your web pages appear in search engine results pages (SERPs) when users search for relevant keywords. To assess the indexability of your site, you need to check if there are any barriers preventing search engines from properly indexing your pages. 

One common issue that can hinder indexability is duplicate content. Search engines may struggle to determine which version of a page to index if there are multiple URLs pointing to the same content. It's important to implement canonical tags or use 301 redirects to consolidate duplicate pages and provide search engines with a clear signal of the preferred URL. 

Evaluating Your On-Page SEO 

The evaluation of your on-page SEO involves reviewing elements such as title tags, meta descriptions, and header tags. More than just ensuring their existence, you want these elements to incorporate relevant keywords and be of optimal lengths. 

Optimizing your on-page elements goes beyond keyword inclusion. It's essential to craft compelling and concise title tags that accurately describe the content of each page. Meta descriptions, on the other hand, provide an opportunity to entice users to click through to your site from the search results. By writing unique and persuasive meta descriptions, you can improve your click-through rates and attract more organic traffic. 

Header tags, specifically H1 tags, play a crucial role in signaling the main topic of a page to search engines. By utilizing relevant keywords in your H1 tags, you can help search engines understand the context and relevance of your content. Additionally, using proper header hierarchy (H1, H2, H3, etc.) throughout your pages can enhance the readability and structure of your content. 

You should also work with your ratings and review provider to ensure that the content from your seller ratings and product reviews is being leveraged across your website for the best benefit of your SEO strategy.

Assessing Your Off-Page SEO 

Your off-page SEO delves into aspects that take place outside of your site but contribute to its search engine ranking. This includes monitoring backlinks, social media marketing, and managing your online reputation. 

Backlinks are an essential off-page SEO factor. They serve as "votes of confidence" from other websites, indicating to search engines that your site is trustworthy and authoritative. It's important to conduct a thorough analysis of your backlink profile, ensuring that you have a diverse and natural link profile. Disavowing any toxic or spammy backlinks is also crucial to maintain a healthy backlink profile. 

Social media marketing plays a significant role in off-page SEO as well. By actively engaging with your audience on social media platforms, you can increase brand visibility, drive traffic to your site, and potentially earn social signals that can positively impact your search engine rankings. 

Managing your online reputation is another crucial aspect of off-page SEO. Monitoring and responding to customer reviews, addressing negative feedback, and maintaining a positive online presence can help build trust and credibility with both users and search engines. 

Reviewing Your Technical SEO 

The final dimension of the audit is the review of your technical SEO. This includes checking your site's schema markup, XML sitemaps, URL structure, and use of JavaScript, among other technical elements. These elements should effectively guide search engines in understanding the content on your site. 

Schema markup is a structured data vocabulary that helps search engines better understand the context and meaning of your content. By implementing schema markup, you can enhance the visibility of your site in search results through rich snippets, knowledge graph panels, and other enhanced search features. 

XML sitemaps provide search engines with a list of all the pages on your site, helping them discover and index your content more efficiently. It's crucial to regularly update and submit your XML sitemap to ensure search engines are aware of any new or updated pages. 

URL structure plays a role in both user experience and search engine optimization. A well-structured URL that includes relevant keywords can provide users and search engines with a clear indication of what a page is about. Additionally, using hyphens to separate words in URLs is preferred over underscores, as search engines interpret hyphens as word separators. 

Lastly, JavaScript can sometimes pose challenges for search engine crawlers. It's important to ensure that important content and links are not solely reliant on JavaScript for rendering. Providing alternative HTML versions of JavaScript-driven content can ensure that search engines can access and understand your site's content. 

Interpreting Your SEO Audit Results 

An SEO audit report can be overwhelming to navigate. While every discrepancy caught during the audit won't necessarily translate into a drop in rankings, it's essential to understand your audit results and act accordingly. 

Understanding Your Audit Report 

Having clear, measurable goals set prior to the audit will assist in analyzing your audit results. Understanding the key SEO metrics and how they align with your business goals is necessary.


Your audit results will highlight areas where your site is underperforming and provide insights into strategies for SEO improvement. 

By following these steps, an ecommerce SEO audit can provide valuable insights for enhancing your online visibility, increasing traffic to your site, and ultimately driving sales. Armed with this knowledge, you can now conduct your SEO audit with confidence.

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Duane “DJ” Sprague is a conversion rate expert, a Certified Behavioral Design Coach by the Online Influence Institute, and a certified expert by the Behavioral Design Academy, the Mindworx Academy, and the Interaction Design Institute. As CMO of a billion-dollar national franchise, he leveraged the power of social proof and online reviews to improve SEO and accelerate growth, as he developed and managed a comprehensive online reputation management strategy that spanned nearly 200 websites. He has written for Forbes, Small Biz Daily, and several industry trade magazines, contributed to several books and university course packs, and is quoted in the Los Angeles Times as a subject matter expert. He holds a master’s degree in Integrated Marketing Communication and has received the 1st Place Gold Award in a global integrated marketing competition. Duane is the CMO of Shopper Approved, where he works with thousands of ecommerce websites to improve their SEO and CRO.

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