E-commerce search engine optimisation Audits: Easy Step-by-Step Information

Graphic saying E-commerce SEO Audits: Simple Step By Step Guide

Is your e-commerce retailer failing to set the web world alight? Or may it simply use a lift?

Right here’s the factor.

You possibly can construct your retailer on top-of-the-line e-commerce platforms round, make it appear to be 1,000,000 {dollars}, and create attractive descriptions. Nonetheless, if you need your retailer to succeed in peak efficiency, your search engine optimisation must be ship-shape too. That’s the place an audit can show invaluable.

Though an e-commerce search engine optimisation audit is usually an enormous enterprise, it’s value it in the long run. An audit allows you to determine areas that want enchancment and provides you a roadmap for enhancing your retailer’s rankings.

Then, when you’ve ensured your search engine optimisation is perfect, it’s extremely doubtless you’ll begin reaping the rewards within the type of added visibility.

why that’s necessary? As a result of the upper up your website is in the major search engines, the extra doubtless you’re to get click-throughs.

In accordance with analysis from Sistrix, the click-through charge for the primary consequence on Google is 28.5 percent, with charges falling considerably after that. The second place earns a 15.7 p.c click-through, and the third place will get 11 p.c.

Go even additional down, and the tenth place barely will get a glance in with a mere 2.5 p.c of clicks.

Now that you recognize what an audit may do on your web site, it’s time to study extra about what it entails.

What Is An E-commerce search engine optimisation Audit?

An e-commerce search engine optimisation audit is a course of the place you analyze your web site’s well being and implement the advisable enhancements. Hopefully, your efforts end in increased web page rankings in search engine outcomes pages (SERPs), extra visitors, and improved conversions.

A full audit covers a number of points of your e-commerce website, however let’s start with two fundamental areas: product pages and class pages.

Product Pages

Don’t get so centered on your house pages and class pages rating that you just neglect about optimizing your product pages.

In order for you your retailer to rank increased and get extra natural visitors, then you need to optimize your product pages for each engines like google and customers.

Listed below are just a few recommendations on optimizing your product pages for e-commerce search engine optimisation:

1. Use keyword-rich titles and descriptions: The title and outline of your product web page ought to embody related key phrases that describe your product, serving to engines like google perceive what your web page and natural searchers to get began. For key phrases, use a device like Ubersuggest.

2. Optimize your photographs: Embody alt textual content for simpler indexing, and to enhance accessibility.

3. Preserve your product web page construction easy and logical: As an illustration, group gadgets in classes after which in subcategories, like in this example:

Graphic of good vs. bad website structure for ecommerce seo audits.

4. Write detailed meta descriptions and embody key phrases: That is the very first thing your leads see, so guarantee every meta is descriptive and attractive.

5. Use pricing methods to your benefit: Supply reductions, free transport, and so on., and promote these provides on social media. Use promotional instruments like coupons and particular provides to drive visitors to your itemizing.

Class Web page

By analyzing your class pages throughout an e-commerce search engine optimisation audit, you may determine areas the place your website could also be missing and make modifications.

A few of these steps are much like product web page optimization, however listed here are just a few ideas:

  1. Examine your web page title tags and meta descriptions to make sure they’re optimized on your goal key phrases.
  2. Subsequent, check out the general construction of your pages and verify they’re straightforward for engines like google to crawl. (extra about this later).
  3. Preserve your classes well-organized and straightforward to navigate. Consumers ought to be capable of discover what they’re in search of rapidly and with none problem.
  4. Use high-quality, partaking product photographs. Class pages are all about promoting your merchandise, so make sure that the photographs you employ are attractive and provides consumers sense of what the product appears like.

That’s product and class pages coated. Now let’s talk about why audits are so essential.

Why Is An E-commerce search engine optimisation Audit Vital?

An e-commerce search engine optimisation audit is necessary for a lot of causes. It could actually assist determine technical points which can be stopping your web site from rating, enhance its total efficiency, and improve the person expertise.

You possibly can achieve different advantages, too, like:

  • Elevated visitors: By optimizing your website for engines like google, you may rank increased in search outcomes and entice extra guests.
  • Improved conversion charges: By making your web site extra seen to potential prospects, you’re extra prone to convert them into paying prospects.
  • Aggressive benefit: E-commerce search engine optimisation may give you a serious aggressive edge over different companies in your trade and hold you forward of the curve.
  • Decrease advertising and marketing prices: E-commerce search engine optimisation may assist you to get monetary savings on advertising and marketing prices should you’re on a good price range. By rating increased in search outcomes, you will get extra publicity with out having to pay for adverts or different advertising and marketing campaigns. For extra inexpensive promotion ideas, learn my article on methods to market your e-commerce retailer on a price range.
  • Improved ROI: With a better return on funding, e-commerce search engine optimisation generally is a useful funding for your online business.

Let’s transfer on to the guidelines.

What To Examine For When Auditing For E-commerce

An e-commerce search engine optimisation audit s many areas. Right here I element a few of the core areas that each audit ought to include. Nonetheless, don’t neglect to cater an audit to your web site’s particular wants. As an illustration, when you’ve got issues changing, then you must deal with on-page search engine optimisation, key phrases, and optimizing class pages. Regardless of the problem is, all the time have an finish objective in thoughts whereas placing your audit plan collectively.

On-Web page search engine optimisation

This implies optimizing your web site for the major search engines by together with the precise key phrases, titles, and descriptions. There are many instruments obtainable to do that. I’ve already talked about Ubersuggest, however Semrush and Ahrefs are nice choices, too.

Whenever you’ve discovered your goal key phrases, add them to:

  • Titles
  • Photos
  • Descriptions
  • URLs
  • Meta and Title tag descriptions
  • Product pages, tags, and classes
  • Content material
  • Headings (H1,H2, and so on.)
  • FAQ pages

Additionally, give your prospects the prospect to depart evaluations for extra optimization.

Technical search engine optimisation is each bit as very important as on-page search engine optimisation. Let’s talk about that subsequent.

Technical search engine optimisation

A technical search engine optimisation audit is a complete evaluation of your web site’s technical points that might negatively affect your web site’s search engine place.

Technical search engine optimisation contains your web site’s structure, coding, and construction. It checks for:

  • Indexation and crawlability points
  • Web page titles and title tags
  • Canonical and hreflang tags
  • Schema mark up
  • Picture points (like damaged photographs)
  • Inside and exterior hyperlinks

An e-commerce search engine optimisation technical audit additionally checks cell friendliness. Within the following sections, I’ll cowl many of those areas. Nonetheless, you need to use instruments like HubSpot’s WebGrader, Screaming Frog, or Moz for an in depth evaluation.

One important space of technical search engine optimisation is crawlability, which I’ll speak about subsequent.


Would you like a easy solution to get listed extra rapidly? Then verify your crawlability. If the major search engines ship out their crawlers, it assesses these fundamental elements:

  • Content material: Is the content material straightforward to grasp? Is it correctly organized?
  • Design: Is it straightforward for searchers to seek out what they’re in search of? Are all hyperlinks working?
  • Code: Is the code clear and well-written? Does it adhere to best practices for accessibility?

Meaning you wish to ensure all of those core areas are working as they need to, however the place do you start?

For those who’re a Google person, do a scan with its Search Console:

Screenshot of Google Search Console for ecommerce seo audits.

You may also discover crawling issues with Screaming Frog.

Upon getting a full evaluation, you may deal with any points one-by-one.

One other essential space is indexation evaluation. I’ll speak about this subsequent.

Indexation Evaluation

Throughout e-commerce search engine optimisation audits, an index evaluation helps you discover which of your web site pages the major search engines are indexing. You possibly can monitor indexing utilizing a device like Google Search Console and think about the ‘Index Coverage Report’.

If the major search engines aren’t indexing your pages, it means your:

  • Pages gained’t present up in search outcomes.
  • PageRank (an algorithm that Google makes use of to rank web sites of their search engine outcomes) suffers.
  • Capacity to rank for sure key phrases suffers.

In accordance with Google’s John Mueller, indexing points happen when there are too many autogenerated URLs or when webpages have dangerous inner linking. Mueller additionally factors out that Google doesn’t index each web page.

Is there an answer to indexing points? You guess there’s! Mueller suggests limiting the variety of net pages, as detailed on this YouTube clip.

To search out indexing points, use a device like Google Search Console.

You’ve received indexing coated. Now it’s time to think about HTTPS and whether or not you wish to improve your URL.

HTTPS (Website Safety)

HTTPS is a safety protocol that encrypts communication between an internet site and a person’s net browser, defending delicate data, like passwords and bank card numbers.

Would you like a motive to undertake HTTPS? I can do higher than that, I’ll provide you with three:

  1. HTTPS offers your guests confidence
  2. Google’s Chrome browser marks pages with out SSL as ‘Not Safe’.
  3. Google began utilizing HTTPS as a rating sign back in 2014.

Now you recognize why you must improve, right here’s methods to repair it.

To improve:

  • Get an SSL certificates from a free or paid supplier.
  • Some suppliers, like GoDaddy, require you to generate a CSR (certificates signing request) previous to requesting the certificates.
  • Upon getting your certificates, set up it in your server. The precise course of varies relying in your server software program, however most servers make it pretty easy.
  • That’s it! As soon as you put in your SSL certificates, guests to your web site can see an ‘HTTPS’ within the URL, and their browser will present a lock icon.

For these putting in HTTPS, Google has these tips:

  • Break your transfer into smaller steps to check the affect in your website and attainable indexing points.
  • Transfer your website throughout low-traffic occasions.
  • For those who’re altering your net deal with, do an A/B check so you may monitor visitors, indexing, and crawling.

With HTTPS coated, let’s transfer on to the following part.

Title Tags And Meta Descriptions

Title tags and meta descriptions are basic to any e-commerce search engine optimisation audit.

They’re necessary in convincing customers to click on by way of to your website. Due to this fact, you need to make your meta descriptions clear, concise, and related to what customers are looking for. Title tags must be correct and descriptive of the web page content material.

Yow will discover title tags and meta descriptions by clicking ‘view supply’ This brings up the HTML supply code:

Screenshot of an HTML source code for ecommerce seo audits.


When you’ve discovered the meta or title tags within the HTML, you may edit them accordingly.

You ought to be a great way by way of your e-commerce search engine optimisation audit by now. Subsequent, I talk about the age-old problem of duplicate content material and what to do about it.

Duplicate Content material

There are many misunderstandings round duplicate content material, so let’s clear one factor up: Google doesn’t ‘punish’ duplicates. Nonetheless, should you’ve received an e-commerce retailer, you most likely have a number of listings which can be the identical. For instance, merchandise descriptions or person guides.

On this case, the major search engines don’t all the time know which web page to index, and should index the fallacious one.

That’s not perfect, however there’s a fast answer. Free content material checkers like Siteliner and ScreamingFrog verify for duplicate content material.

For those who’re using ScreamingFrog:

  • Crawl your web site utilizing the search engine optimisation spider
  • Examine duplicates below the ‘content material’ tab. You possibly can select from close to or precise duplicates from the dropdown menu
Screenshot of ScreamingFrog, a tool for ecommerce seo audits.
  • Full a crawl evaluation
  • View duplicates below the ‘Duplicate Particulars’ heading
  • Obtain your bulk duplicate stories

To repair duplicates, you may add canonical tags to point which web page you need engines like google to index.

You’ve fastened duplicates. Subsequent, it’s time to seek for attainable gaps.

Decide Content material Gaps

A content material hole evaluation is an audit of an internet site’s current content material to determine the place there are alternatives for brand spanking new content material.

Conducting a content material hole evaluation enables you to hone in on precisely which matters you must write about and which items of current content material should be up to date or expanded upon.

Yow will discover content material gaps with instruments like Ubersuggest or Ahrefs. Ubersuggest additionally contains competitor evaluation and search engine optimisation options.

Lastly, for a greater understanding of what e-commerce prospects need and the sort of questions they’re asking, the AnswerThePublic search listening website is a helpful useful resource.

For a extra complete breakdown of this subject, learn my article on methods to discover and repair content material gaps.

Not too lengthy to go now, and your e-commerce search engine optimisation audit will quickly be over. Subsequent, I’ll transfer on to damaged hyperlinks and methods to repair them.

Damaged Hyperlinks

Damaged hyperlinks can occur for various causes, however most frequently, it’s as a result of the web page that the hyperlink is pointing to will get moved or deleted.

These damaged hyperlinks can present a poor person expertise when guests don’t discover the content material they’re in search of and everybody is aware of what meaning: dissatisfied prospects, increased bounce charges, and decrease conversions.

By no means thoughts, I’ve received a fast repair.

Ahrefs has a free damaged hyperlinks checker, however you’ll have to improve for a full report. Or strive Screaming Frog; simply download the SEO Spider to seek out them.

Then, both redirect or replace the hyperlink.

You’ve fastened damaged hyperlinks. Alt textual content is up subsequent.

Alt Textual content

Engines like google use alt textual content to grasp what a picture is about and if it’s related to the person’s question. If a picture doesn’t have alt textual content, or if the alt textual content isn’t descriptive sufficient, it will possibly harm your web site’s rating and visibility.

Right here’s an instance of what good and dangerous alt text look like:

Excellent Alt for search engine optimisation: Cathedral Notre Dame de Paris surrounded by clouds

First rate Alt for search engine optimisation: Notre Dame de Paris

Unhealthy alt for search engine optimisation: Cathedral

Cathedral Notre Dame de Paris surrounded by clouds

You possibly can verify the alt textual content of a picture in Chrome by right-clicking on a picture and choosing “Examine.” You’ll see the alt textual content code. If it’s not there, or if it’s not descriptive, then edit the code so as to add or enhance it.

We’re nearly executed, inner linking is up subsequent.

Inside Linking

An inner hyperlink is a hyperlink connecting to a different web page on the identical web site. Inside linking is necessary for 2 fundamental causes:

1. It helps engines like google perceive your web site construction and crawl your website extra successfully.

2. It could actually assist improve the rating of particular person pages by spreading hyperlink fairness (or ‘hyperlink juice’) round your website.

Right here’s the way it works:

Let’s say you’ve gotten a weblog publish about ‘How To Do an E-commerce search engine optimisation Audit.’ In that publish, you would internally hyperlink to a different publish about ‘The Advantages of Inside Linking.’

By doing this, you’re not solely serving to engines like google higher perceive your website, you’re additionally giving the second weblog publish just a little increase by way of rating.

As a part of your e-commerce search engine optimisation audit, make sure to verify:

1. All hyperlinks are working appropriately. Sitechecker provides a free seven-day trial. Or you would strive SEOptimer, which additionally provides a free web site audit.

2. Your hyperlinks are related to the web page they’re on. Irrelevant hyperlinks can confuse engines like google and should harm your rating as nicely.

3. Use keyword-rich anchor textual content on your inner hyperlinks.

Now you understand how to repair inner hyperlink points, key phrase utilization is up subsequent.

Key phrase Utilization

Key phrases are one of the necessary parts of search engine optimisation, so it’s important you’re utilizing them successfully. An e-commerce search engine optimisation audit may also help you determine alternatives and make changes to make sure your web site is optimized for engines like google.

You possibly can break this half down into steps:

  • Full competitor analysis. Ubersuggest is good for this.
  • Spot key phrase gaps that your opponents aren’t masking,
  • Write content material round these key phrases, replace meta descriptions, and refresh previous content material.

You need to have your key phrase technique sorted by now. Let’s transfer on to backlinks.

High quality Backlinks

Each web site wants high quality backlinks or hyperlinks from related web sites. The various search engines take into account them an endorsement, and sufficient backlinks can enhance your visibility on engines like google.

Strive my Backlinks device to learn the way many backlinks you’ve received; simply enter your area or URL and click on submit.

For those who spot any low-quality hyperlinks whereas doing an e-commerce search engine optimisation audit, or you would use some extra, it’s time to start out rethinking your technique. Right here’s how:

  • Begin together with your audience: If you wish to get hyperlinks from high-traffic web sites, begin by concentrating on websites which can be related to your area of interest. For instance, should you promote e-commerce merchandise, you may wish to goal websites that concentrate on procuring or particular sorts of procuring, similar to on-line auctions or labeled adverts.
  • Create useful content material: Whereas it’s not essential to have a weblog, producing high-quality articles offers you key phrase alternatives, an opportunity to display your experience, and to advertise new merchandise. Over time, this may entice higher-quality hyperlinks.
  • Guarantee your web site is well-designed and straightforward to navigate: This makes it simpler for individuals to seek out what they’re in search of and encourage them to depart a hyperlink of their feedback or on social media.
  • Take part in on-line boards and dialogue teams related to your area of interest: Earlier than sharing, verify if it’s OK so as to add hyperlinks.
  • Write visitor posts: Discover different blogs in your area of interest and write visitor posts. It’s one of many best methods to get a backlink, and a few blogs pay.


Would you like your guests to really feel good once they go to your web site? Or would you like them to get annoyed as a result of they’ll’t discover what they’re in search of? Or possibly the aesthetics of your web site aren’t nice, and it’s off-putting to guests.

In accordance with figures from Statista, cart abandonment is large. 50.3 percent of grocery shoppers abandon their carts. There are quite a few causes shoppers abandon their carts, like poor navigation and total poor UX.

Beneath are some areas you may work on:

1. Navigation: Enhance navigation by utilizing a easy construction, utilizing subject clusters and class pages, and together with a website map.

2. Content material: You need to goal for authoritative, informative content material that provides worth to your readers. Nonetheless, to maintain customers on the web page, make content material related and interesting.

3. Design: Is your website visually interesting and straightforward to learn? To reinforce your web site’s look, embody ample white area, restrict your colour palette to 2-3 colours, and verify you may navigate it on cell units.

4. Performance: Do your whole hyperlinks work? Are your types straightforward to fill out? What in regards to the checkout course of? Examine these parts repeatedly, or get somebody to do a ‘thriller store’ or usability check to identify any potential points.

By maintaining a tally of these 4 parts of UX, you may make sure that your web site is able to tackle the world or at the least rank nicely in engines like google!

Google has an amazing breakdown of what makes sturdy UX on this diagram beneath:

Diagram of what makes strong UX according to Google.

Web page velocity is crucial to the UX. I’ll talk about that subsequent.

Web page Pace

A sluggish web page can drag down the remainder of your web site and affect your rating in engines like google. For those who’re not sure the place you stand, strive a few velocity checkers like GTmetrix or Pingdom.

Ideally, your web site ought to load within 2-5 seconds. If it doesn’t, listed here are just a few recommendations on bettering your web page velocity throughout an e-commerce search engine optimisation audit.

1. Consider your internet hosting scenario: For those who’re on a shared host, you might be on the mercy of your neighbors relating to web page velocity. Take into account upgrading to a VPS or devoted server should you can afford it.

2. Use a caching plugin: Caching can dramatically enhance your web page velocity by storing static copies of your pages and serving them as much as guests with out producing them contemporary every time.

3. Optimize your photographs: Photos are sometimes the heaviest parts on a web page, so lowering their file dimension can vastly affect load time. Guarantee photographs are compressed and positioned within the appropriate folders in your server, so that they don’t take up an excessive amount of bandwidth.

Web site loading occasions and mobile-friendliness sort of go hand-in-hand. Guess what I’m speaking about subsequent?


If you wish to rank nicely on engines like google, you want a mobile-friendly web site.

With 6.64 billion people using smartphones and seven.26 billion utilizing mobiles, you need to cater to those huge numbers.

It’s easy to verify how mobile-friendly your website is throughout your e-commerce search engine optimisation audit.

There’s Google’s mobile-friendly test, or you would strive MobiReady, for a free verify. Nonetheless, should you enroll, you get a full outcomes evaluation, and you may retailer and evaluate check outcomes.

If the check flags up room for enchancment, listed here are some tricks to make your website mobile-friendly:

  • Use responsive design. This method permits your web site to robotically resize to suit any system display screen dimension, together with telephones and tablets. For those who’re utilizing WordPress, select responsive themes.
  • Make photographs resizable: If a picture is massive, strive lowering its decision earlier than importing it. If it nonetheless doesn’t match inside the display screen dimension, strive cropping it or utilizing a placeholder picture as an alternative.
  • Use small fonts and easy designs which can be straightforward to learn on a small display screen.
  • Make sure you dimension all photographs for low-resolution screens and that they load rapidly.
  • Disable JavaScript or minimalize it the place attainable.

Lastly, hold your content material, photographs, and coding light-weight to hurry up loading occasions and check your website on totally different units.

You’ve made it by way of your e-commerce search engine optimisation audit! Let’s simply end with some regularly requested questions.


Are search engine optimisation Audits Value It?

On the subject of your e-commerce search engine optimisation, an audit could be immensely useful. By taking an in depth have a look at your website, you may determine any areas that want enchancment and make the modifications essential to spice up your rankings and visibility.

How Do You Conduct search engine optimisation Audits?

Utilizing an e-commerce search engine optimisation guidelines makes the entire course of a lot simpler. Simply make sure you audit the crucial areas of your website, like key phrase concentrating on and person expertise. Additionally, verify for high quality backlinks and content material, mobile-friendliness, and duplicate content material.

Use a device like Screaming Frog to spotlight any errors and Ubersuggest for key phrases, competitor evaluation, and extra.

What Instruments Can I Use To Conduct search engine optimisation Audits?

There are a number of you may strive. Ubersuggest offers you key phrases, aggressive evaluation, article concepts, and a set of different instruments. Then there’s Semrush, Moz, or Link Assistant.


E-commerce search engine optimisation audits are a essential a part of any digital advertising and marketing technique. They assist you to to determine areas of enchancment and ensure your web site is optimized for engines like google.

A well-optimized web site improves your visibility on-line, attracts extra guests, and converts extra leads into prospects.

Though it will possibly generally be straightforward to get overwhelmed, an search engine optimisation audit needn’t be too daunting, supplied you’ve received a stable e-commerce search engine optimisation guidelines to comply with.

Guarantee your search engine optimisation audit covers all of the above factors, deal with the areas that want essentially the most work, and audit repeatedly to get the perfect outcomes.

Do you perform common e-commerce search engine optimisation audits? How do they increase your rankings?

Consulting with Neil Patel

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