How to Conduct an Ecommerce SEO Audit

What’s an ecommerce SEO audit?

An ecommerce SEO audit provides actionable insight into a company’s organic search performance. Each audit is different, but there are some common on-site and offline considerations that should all be considered, including crawlability and user experience. We have created an overview of the areas that you should be paying attention to below.

Ecommerce SEO Checklist

Technical SEO

An ecommerce SEO strategy’s core pillar is the technical health of a website. Organic search performance is built upon the site being search engine-friendly and crawlable. This requirement is often overlooked or not met. Websites are also evaluated on speed and mobile-friendliness.


Google Search Console’s Coverage tab provides an overview of indexability. This dashboard shows the URLs Google has crawled, along with their status (Valid, Excluded, or Erroring). The dashboard allows you to dig deeper into each URL’s status and take necessary steps to correct it.

Ecommerce SEO
Screenshot of the Google Search Console indexation report

Crawler control

It is essential to control how search engine robots crawl your site in order to maintain crawl efficiency. This can be done by editing the robots.txt files on a site.

Site speed

Google considers site speed a ranking factor. This is why there are many site speed auditing tools, such as PageSpeed Intelligences. This tool gives a score of site speed for both desktop and mobile, and offers suggestions on how to improve.

SEO Audit
Screenshot of a Pagespeed Insights audit

International setup

Broken hreflang tags and incorrect canonicalization can all cause technical issues for international ecommerce sites. You should also consider subdomains, domain ccTLDs, and subfolders of site. Before you launch into new markets, ensure that you thoroughly review all aspects.

Structured Data Setup

Schema markup allows search engines to better understand the purpose of the page. It can also help your pages rank high in Google. Product schema is one the most useful types of schema because it gives additional information about the product’s price, availability, and customer ratings.

Core Web Vitals

In June 2021, the Core Web Vitals were added to the ranking factors. These metrics are used to measure page experience metrics such as LCP, CLS, and FID. Sistrix analyzed the algorithm impact to determine if there was a difference in visibility between domains performing well and those that did not. CruX allows you to create your own dashboard that will allow you to review a site’s metrics.

Core Web Vitals
Screenshot of a Google Data Studio CWV Dashboard


Ecommerce SEO audits should consider mobile-friendliness as it is more common for users to browse on their mobile devices than on their desktops. Google even uses mobile first indexing to evaluate the mobile-friendliness and ranking of the site. It is essential to provide a great mobile experience. You can check this with Google’s Mobile-Friendly Test.


Keyword targeting Map

To understand your target audience’s search patterns for your products and services, conduct keyword research. Prioritize queries that have the highest volume of searches. Next, match potential keywords to pages that are already available and future pages using search intent. This is called a keyword targeting map. This will serve as the basis of your content strategy.


The page title is an important ranking factor in search engine algorithm algorithms. Make sure you include your target keyword(s) whenever possible. Google recommends a title tag between 50-60 characters. This is the length that Google typically displays in its results. Each page should have its own title tag.

Although the meta description does not affect ranking, it should be optimized as engaging descriptions will increase click-through rates. To fit Google’s guidelines, make sure you include a CTA in your description. It should be between 130 and 160 characters.

HTML heading structure

Because search engines can assess the page’s overall relevance, pages that are well-structured are more likely to be rewarded. Make sure that each page of your website uses the correct HTML heading structure, including the H1 tag. To help search engines better understand the page’s relevance, the H1 tag should contain the main keyword for the page.

Content for category and product pages

The keyword ranking potential for category and product pages is enhanced by well-written content. Each category page should have unique content that describes the products that the user will find. To ensure consistency across all pages, highlight any distinctive aspects of your products and incorporate your brand messaging.


Multiple pages competing for the same query can cause ecommerce websites to suffer, also known as keyword cannibalizations. This happens most often on pages that have similar dimensions and features to other product pages. To give pages the best chance at ranking, an ecommerce audit will help identify the best ways to remove this cannibalization.


Not just for transactional keywords, ecommerce websites should aim to be visible throughout the conversion funnel. Informational content can increase brand awareness and offer customers useful answers at the consideration stage.

User Experience (UX).


Site search is an important tool for ecommerce websites. It provides precise data about the terms customers use to find their most desired products. This information can help identify any potential pitfalls in the user journey and which products should be highlighted more prominently on category pages or cross-sell modules.

Out Of Stock Products

SEO and UX both need to be aware of how to manage out-of-stock products. Removing out of stock products can impact your organic visibility and cause you to lose valuable backlink equity. It also means that you may miss an opportunity to upsell similar products. A ecommerce audit will show you how to manage stock availability at large to increase conversions.

Considerations off-page

Evaluation of backlinks

Google still considers backlinks to be one of the top ranking factors. This means that ecommerce websites must have a strong backlink profile in order to stay competitive in the SERPs. To ensure that search engines don’t consider any links that are harmful, it is important to perform regular backlink health checks.

Building backlinks

A ecommerce SEO audit will also identify a layered strategy for building links. This includes recommendations at the op level on how to create them, such as unlinked mentions, reactive comments, and broken link recovery. A SEO Company can help you develop a comprehensive link building strategy.


An ecommerce SEO audit can provide expert advice on how you can grow your business online without having to commit to a long-term partnership. This guide will give you and your team an overview of the areas that an audit will cover.

Our team can help you with the details of your ecommerce audit. Contact our team by email or phone to speak with one our consultants.