An ecommerce SEO audit is a crucial process for evaluating and improving the organic visibility of your online store. It involves a meticulous review of your site’s current SEO standing and a thorough analysis of its performance across various ranking factors. This article delves into the importance of an ecommerce SEO audit, the components typically included, what is excluded, and a detailed 18-step checklist for executing a thorough audit.
What is an Ecommerce SEO Audit?
An ecommerce SEO audit is an in-depth evaluation aimed at assessing your site’s organic visibility and identifying areas needing enhancement. This audit provides a snapshot of your SEO performance and generates a report highlighting key issues and recommended actions. The goal is to pinpoint Ecommerce SEO Audit bottlenecks or errors that might hinder your site’s performance in search engine results.
What is Not Included in Ecommerce SEO Audit
Despite its thorough nature, an ecommerce SEO audit does not cover every aspect of SEO. It generally focuses narrowly on the website itself, excluding broader competitor analysis and general keyword research. Additionally, it does not encompass digital accessibility issues, which should be addressed through separate accessibility audits. The primary objective is to rectify evident SEO flaws rather than exploring comprehensive market or competitor insights.
Why is it Important that to Regularly Audit Your Ecommerce Website?
Ecommerce websites are dynamic, with constant updates such as new product pages, category modifications, and changes in navigation elements. This perpetual evolution can lead to overlooked issues that may impact organic traffic and profitability. Regular SEO audits are essential to monitor these changes, identify emerging problems, and ensure that your site remains optimized for search engines.
How to Perform an Ecommerce SEO Audit: 18-Step Checklist
Conducting an ecommerce SEO audit can be overwhelming due to the numerous elements involved. To streamline the process, the audit is divided into three main categories: Technical SEO, Content Audit, and Off-Page SEO Audit.
Technical SEO Audit
XML Sitemaps
An XML sitemap is a vital tool that helps search engines appreciate the structure of your site. Ensure your sitemap:
- Includes only canonical URLs without unnecessary parameters.
- Lists URLs you want indexed, free of “noindex” tags and not blocked by robots.txt.
- Is set to update automatically with changes to your site.
Robots.txt File
The robots.txt file guides search engine angleworm on which site areas to access. Verify that:
- It is properly configured to prevent access to unwanted sections.
- It includes a line directing crawlers to your sitemap: Sitemap: https://www.yoursite.com/sitemap.xml.
Response Codes
Monitor the response codes returned by your pages:
- A 200 response indicates a page is accessible.
- Fix or remove pages with 4xx errors.
- Address server issues causing 5xx errors.
- Ensure 301 redirects are properly set and avoid redirection loops.
Canonicals
Canonical tags prevent duplicate content issues by show the preferred version of a page. Ensure that:
- Original pages have self-referencing canonical tags.
- Alternate versions point to the original URL.
- No page has more than one canonical tag.
Parameter Handling in Google Search Console
Manage URL parameters to avoid indexing issues:
- Configure rules in Google Search Console to handle tracking details and sorting options.
- Ensure important pages are not inadvertently de-indexed.
Pagination
Proper pagination helps search engines crawl category pages effectively. Verify that:
- Paginated pages are indexable and do not have “noindex” tags.
- Canonical tags correctly point to the main category page.
Navigation and Crawl Depth
Effective navigation aids both users and search engines. Check that:
- Your navigation menu includes all important pages.
- Key pages are within four clicks from the homepage.
Site Search
Site search functionality should enhance user experience without negatively impacting SEO. Ensure:
- Internal search results are accurate and relevant.
- Search result pages are non-indexable to prevent unnecessary crawl budget consumption.
Internationalization
For multi-regional sites, manage international content with hreflang tags. Verify:
- Correct URL pointing and language/region codes.
- Self-referencing hreflang tags on each page.
Page Speed
Page speed is crucial for both rankings and conversions. Assess:
- Load times for various page types.
- Optimization techniques such as image caching and lazy loading.
Ecommerce Content Audit
Meta Titles and Meta Descriptions
Meta titles and descriptions are crucial for click-through rates. Ensure they are:
- Unique for each product page.
- Within recommended character limits: 50-60 characters for titles, 160 for descriptions.
Duplicate Content
Minimize duplicate content by using canonical tags and enhancing product descriptions with unique content. Avoid reusing manufacturer descriptions verbatim.
Broken Links
Broken links detract from user experience and SEO. Check that all internal & external links direct to active pages.
Content Quality and Brand Compliance
Ensure content is valuable, readable, and aligned with your brand’s voice. Eliminate thin content and maintain a professional tone.
Keyword Targeting and Content Cannibalization
Avoid keyword cannibalization by differentiating product pages and using specific long-tail keywords.
Structured Data
Implement structured data to enhance search visibility. Use schema markup for:
- Product details.
- Breadcrumbs to contextualize page hierarchy.
Ecommerce Off-Page SEO Audit
Backlinks
A robust backlink profile boosts authority. Review backlinks for relevance and update redirects as needed. Distribute backlink power by linking from high-authority pages to key content.
Negative SEO
Identify and address toxic backlinks that could harm rankings. Use the Disavow tool to dissociate from harmful links.
How Siteimprove Can Assist with Your Ecommerce SEO
Siteimprove SEO simplifies and accelerates the audit process by automating over 70 critical SEO checks. It evaluates technical SEO, content, user experience, and mobile friendliness. The platform Ecommerce SEO Audit integrates with your CMS, providing actionable insights and facilitating direct issue resolution based on a comprehensive grading system.
Conclusion
Conducting a thorough Ecommerce SEO Audit is indispensable for maintaining and enhancing your online store’s performance. You can identify & rectify issues that could impede your site’s visibility and functionality by thoroughly examining technical aspects, content quality, and off-page factors. Regular audits ensure that your e-commerce site adapts to changes, stays competitive, and meets the evolving needs of search engines and users.