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

The top traffic source for all websites is organic search, making search engines your biggest ally (okay, one of them!) when driving traffic to your online store.

It’s not just about throwing some words into blogs and publishing them, though. A strong SEO strategy is critical for any eCommerce business looking to succeed. A crucial component of that strategy is performing regular SEO audits to assess the health of your site’s search engine optimization.

An SEO audit is a comprehensive analysis of your website’s current SEO performance. Conducting an audit can help you identify areas that need improvement and uncover new opportunities to drive traffic and increase revenue. To help you get started, this step-by-step guide will walk you through everything you need to know to perform a thorough eCommerce SEO audit. 

The Importance of SEO for an eCommerce Business

Before performing an SEO audit, you must understand the “why” behind what you’re doing. A thorough eCommerce website audit can take time and be quite the investment (if done right), meaning it’s important to ensure you know the value of what you’re investing in.

So, let’s put it this way. As an eCommerce business owner, you’re probably focused on making sales. But have you considered how people are finding your website?

After all, with millions of websites offering similar products and services, getting noticed by potential customers can be challenging. And that’s exactly what search engine optimization content and general SEO services (which include audits) help with.

By optimizing your eCommerce website for SEO, you can:

  • Increase your online visibility
  • Attract more traffic
  • Generate more conversions

Why does this matter? Well, you obviously want to generate more conversions and, therefore, more revenue, but imagine you sell custom phone cases.

If someone searches “custom phone cases” on Google and your business isn’t on the first few pages of results, they probably won’t find you. That means fewer sales and missed opportunities, all because of something as simple as not understanding the value of SEO.

What Happens During an SEO Audit?

So, you understand the importance of SEO and want to improve your eCommerce store’s search engine ranking? Well, first, you need to perform an SEO audit. Think of it like a checkup for your website that helps diagnose problems and highlight areas for improvement (yep, similar to a car or health checkup).

At the core, the goal of an SEO audit is to improve organic traffic to your site. This means identifying key issues like crawlability, indexability, and content quality and optimizing accordingly.

But what can you expect during an SEO audit? The process can vary depending on the agency or consultant you hire, but typically, it involves a thorough analysis of your website’s:

  • Technical infrastructure
  • Content
  • Backlink profiles
  • Competitors
  • Target audience

An important aspect of an SEO audit is identifying any technical hindrances that may hurt your site’s ability to appear in search engine results. This includes checking page load speed, mobile compatibility, and meta descriptions. If these aspects aren’t optimized, it can negatively impact your website’s ability to rank well in search results.

Another important component of an SEO audit is content analysis. Your web pages should have high-quality content that is pertinent to what your target audience is searching for. If your content is thin or duplicated, it will not perform well in search results.

All in all, an SEO audit can be a complex process, but it’s necessary to improve your website’s ranking and search engine visibility.

eCommerce SEO Audit Steps

Are you ready to optimize your eCommerce website for search engines? Performing a comprehensive SEO audit is the first step toward boosting your organic traffic and sales.

While I ultimately suggest working with an SEO professional to perform a thorough audit, here are the eCommerce SEO audit steps you need to follow.

Step 1: Analyze Your Competitors

Analyzing your competitors gives you insight into what they are doing to rank higher than you. Identifying their strengths and weaknesses helps you develop a strategy that will help you overtake them.

Use SEO tools like SEMrush or Ahrefs to analyze your competitors’ content and website structure. While doing so, look for the following:

  • Competitor keywords
  • Backlink profiles
  • Top-performing content/pages
  • Paid ads data
  • User engagement

You might need to invest in more than one or two tools to gather all this data. This is ultimately why it’s best to work with an SEO agency, as it can get expensive to subscribe to all these tools yourself (and learn how to use them!).

Step 2: Keyword Research and Analysis

Next, you’ll want to identify relevant keywords and phrases that align with your products and target audience.

Use tools like Google Keyword Planner, SEMrush, or Moz Keyword Explorer to discover high-volume and low-competition keywords. Start by brainstorming a list of keywords and phrases related to your offerings. Then, analyze search volume and competition for each keyword and validate your list using your gathered data.

The most important factor here is to ensure you understand search intent! This will ensure you’re focusing on the right keywords and attracting users interested in what you’re talking about.

Step 3: Technical SEO Audit

A technical SEO audit focuses on the backend of your eCommerce website. Start by using tools like Google PageSpeed Insights or GTmetrix to check your website’s loading speed. Optimize images, minify CSS and JavaScript files, and leverage caching techniques to improve site speed.

Next, review your website’s URL structure, meta tags, headings, and XML sitemap to ensure they are properly optimized. Fix broken links, resolve duplicate content issues, and implement structured data markup for better search engine visibility.

Step 4: On-Page Optimization

With the technical side of things working well, it’s time to take those keywords you found and the information regarding your competitors to focus on on-page optimizations. This is the part of an SEO audit where you’ll identify individual pages on your eCommerce website to improve to achieve better search engine rankings.

Start by analyzing your page titles, meta descriptions, and headings. First, ensure they exist and add any missing meta titles and descriptions. Ensure they’re descriptive, keyword-rich, and compelling to users and search engines.

Pay attention to your product descriptions, optimizing them with relevant keywords while providing valuable information to potential customers. Implement schema markup to enhance rich snippets in search results, making your product listings more appealing.

Step 5: Content Audit

A content audit helps you evaluate the quality and relevance of the content on your eCommerce website. Start by reviewing your product descriptions, ensuring they’re unique, engaging, and informative. Identify any duplicate or thin content and take steps to address it.

Additionally, assess your blog content and identify opportunities for creating new, keyword-targeted blog posts that provide value to your audience. By improving the overall quality of your content, you enhance your website’s visibility and increase organic traffic. Always focus on quality, though, and never create content just for the sake of it.

Step 6: User Experience Analysis

User experience (UX) plays a crucial role in search engine rankings and customer satisfaction, so it’s important to analyze your website’s navigation, ensuring it is intuitive and easy to use.

Check for mobile-friendliness, as Google considers mobile optimization an important ranking factor. Evaluate your website’s overall design, including the layout, colors, and typography, ensuring they align with your brand and create a positive user experience.

It’s also helpful to incorporate clear calls-to-action (CTAs) and optimize your checkout process to reduce cart abandonment rates.

Step 7: Backlink Analysis

Next, conduct a backlink analysis to identify the quality and quantity of the links pointing to your eCommerce website. Use tools like Ahrefs or Majestic to analyze your backlink profile, identifying toxic or low-quality links that may harm your site’s reputation.

Want to gain more backlinks? Creating great content is really the key here, but you can also reach out to relevant websites and influencers in your industry to acquire high-quality backlinks. Building a strong backlink portfolio improves your website’s authority and boosts its search engine rankings.

Step 8: Performance Monitoring and Reporting

Once you’ve completed your eCommerce SEO audit and implemented the necessary improvements, monitoring your website’s performance over time is crucial. Track key metrics such as organic traffic, keyword rankings, conversion rates, and bounce rates using tools like Google Analytics or SEMrush.

Regularly review these metrics and generate reports to evaluate the effectiveness of your SEO efforts. Use this data to make informed decisions, tweak your strategies, and continuously improve your eCommerce website’s visibility and performance!

Get an eCommerce SEO Audit

While it might seem simple enough (and it can be in some cases), performing an eCommerce SEO audit is a complex task that requires expertise and knowledge.

Entrusting this task to professionals ensures your website is optimized for search engines and ranks higher in search results. At Neur, our managed SEO services come equipped with a full audit tailor-made to your business needs. Don’t leave your success to chance.

Learn more by reaching out to me today. Call me at (630) 557-NEUR, or visit the local SEO pricing page to see what’s included!

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Jonathan @Neur

After nearly two decades in the world of web design and development, I've raced head first into the thrilling realm of local SEO. My passion is ignited by the fusion of strategic finesse and creative flair.

But here's the kicker – your website isn't just another project to me. I'm fully vested, treating it with the same dedication as if it were my own.

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