Ecommerce SEO Audit for Your Business [Step-by-Step]

What is E-commerce SEO?

E-commerce SEO refers to the process of optimizing an online store to rank higher in search engine results pages (SERPs). The goal is to increase organic (unpaid) traffic by ensuring that product pages, category pages, and even blog content meet search engine requirements.

Unlike traditional websites, eCommerce stores often deal with a large number of pages, including product listings, reviews, and categories. Optimizing these pages requires attention to details like site structure, crawlability, user experience, and conversion rates. 

Proper eCommerce SEO helps you attract the right audience, convert more visitors into customers, and ultimately increase revenue.

Common eCommerce SEO elements include:

• Optimizing product descriptions, titles, and images
• Streamlining navigation and internal linking
• Addressing technical SEO factors (like page speed, mobile-friendliness, and structured data)

Why an E-commerce SEO Audit Matters for Long-Term Business Success

An eCommerce SEO audit isn’t just a one-time task—it’s a crucial part of maintaining your website’s health and ensuring long-term success. As search engine algorithms evolve, so do user behaviors, and without regular audits, your site can fall behind competitors.

Here’s why it matters:

1. Identify Critical Issues: An audit uncovers technical, on-page, and off-page problems that may be preventing your store from ranking well. Issues like broken links, crawl errors, and slow load times can significantly impact your rankings and user experience.
2. Maximize Conversion Potential: SEO isn’t just about bringing in traffic; it’s about converting that traffic into customers. A well-executed audit ensures your site is optimized for both search engines and users, enhancing both visibility and conversions.
3. Adapt to Changing Trends: From mobile-first indexing to voice search and new algorithm updates, search engines are constantly evolving. Regular audits help you stay ahead by adjusting your strategies to meet the latest SEO trends and consumer behaviors.

Step-by-Step Guide to Performing an E-commerce SEO Audit

To carry out a successful eCommerce SEO audit, you need to break it down into three key areas:

1. Technical SEO Audit
2. On-Page SEO Audit
3. Off-Page SEO Audit

In the following sections, we’ll break each of these steps down in detail, providing a thorough guide to ensure your eCommerce site ranks higher and performs better.

Step 1: Technical SEO Audit for eCommerce Sites

Technical SEO is the backbone of any eCommerce SEO strategy. Here’s how to diagnose and fix common issues that might be hurting your store’s performance:

1. Website Speed

What to do if your eCommerce site is slow?

Studies show that 53% of mobile users leave a site that takes more than 3 seconds to load. eCommerce sites, with their product images and scripts, are especially prone to slowdowns.

Solution:

• Optimize images by compressing them without losing quality using tools like TinyPNG or ImageOptim.
• Implement lazy loading for images and videos, ensuring they only load when the user scrolls down.
• Leverage a content delivery network (CDN) like Cloudflare to reduce latency and speed up loading times globally.

2. Site Architecture

What to do if your site structure is confusing for users and search engines?

Poor site architecture can result in low rankings, poor crawlability, and frustrated users who leave without converting. Complex navigation or too many subcategories often causes this issue.

Solution:

• Use a flat site structure: Ideally, your customers should reach any product page within 3 clicks. Keep your navigation clean with clear categories and subcategories.
• Simplify your URL structure: Ensure that URLs are descriptive and short, like yourstore.com/category/product-name. Avoid long URL strings with parameters.

3. Duplicate Content Issues

What to do if your eCommerce site suffers from duplicate content?

Product variants (color, size, etc.) and pagination often lead to duplicate content, which confuses search engines and hurts your rankings.

Solution:

• Use canonical tags for product variants to point to the main version of the page.
• For pagination, implement rel=”next” and rel=”prev” tags, so search engines understand how your paginated content is related.
• Check for duplicate meta tags (titles and descriptions) across pages, particularly for similar products, and rewrite them to make each unique.

4. URL Parameters & Pagination Issues

What to do if URL parameters are causing SEO problems?

eCommerce sites often have URL parameters for things like sorting or filtering products (?sort=price). These can create multiple versions of the same page, leading to crawl waste and duplicate content.

Solution:

• Use canonical tags to consolidate these pages.
• In Google Search Console, mark URL parameters for products and filters as “do not crawl,” so Google doesn’t waste the crawl budget on them.
• If pagination is necessary, use rel=next/prev to inform Google how pages are linked.

5. XML Sitemap Optimization

What to do if Google can’t find or crawl important product pages?

Google relies on XML sitemaps to discover and crawl your pages. If your sitemap is not properly configured, crucial pages (like new product pages) might get missed.

Solution:

• Ensure your XML sitemap dynamically updates when you add or remove products.
• Exclude pages like cart, checkout, and log in from your sitemap.
• Check Google Search Console regularly to ensure all your important pages are being crawled and indexed.

6. Broken Links & 404 Errors

What to do if you have broken links and 404 pages?

Broken links lead to poor user experience, and too many 404s can hurt your SEO performance. These errors are common in eCommerce when products are discontinued or URLs change.

Solution:

• Fix or redirect broken links using 301 redirects to point users to relevant pages or categories.
• Regularly check for 404 errors using Google Search Console or tools like Screaming Frog.
• Implement a custom 404 page that helps users find what they’re looking for, potentially linking them to popular categories.

7. Schema Markup Implementation

What to do if your products aren’t appearing in rich search results?

Without proper schema markup, your product pages might not show up in rich results (with reviews, price, availability), reducing your click-through rates.

Solution:

• Implement Product Schema: Ensure that each product page has structured data (Product schema) that includes details like product name, price, availability, and customer ratings. This helps Google show rich snippets for your products in search results, boosting visibility and clicks.
• Use Breadcrumb Schema: This improves navigation and helps search engines understand the hierarchy of your site.
• Consider using FAQ schema for common product queries to occupy more real estate in SERPs.

Step 2: On-Page SEO Audit for eCommerce Sites

On-page SEO helps ensure that your product and category pages are optimized for both search engines and users.

1. Product Page Optimization

What to do if your product descriptions are not converting?

Many eCommerce stores use generic manufacturer descriptions, leading to duplicate content and uninspiring copy that doesn’t sell.

Solution:

• Write unique product descriptions that focus on benefits and use cases instead of just features. This also helps with targeting long-tail keywords.
• Use engaging and descriptive titles with primary keywords naturally embedded.
• Implement rich snippets for your product pages using structured data (product schema, reviews, price).

2. Product Image & Video Optimization

What to do if product images slow down your pages?

High-resolution product images are crucial for conversion but can bog down your page speed, leading to higher bounce rates.

Solution:

• Compress images using WebP format, which offers better compression.
• Use lazy loading for images and videos.
• Alt text: Write detailed alt text with relevant keywords for each product image to improve search visibility, especially on Google Images.

3. Internal Linking Structure

What to do if your internal linking isn’t driving traffic?

Poor internal linking leads to low user engagement and prevents search engines from discovering important pages.

Solution:

• Link between related products: For example, if you sell accessories, link the accessory pages from relevant product pages.
• Ensure that category pages link to subcategories and products, creating a strong internal link structure that spreads link equity.

4. Reviews and User-Generated Content

What to do if your product pages lack reviews?

A lack of reviews can deter potential customers and hurt your search visibility since reviews provide fresh content.

Solution:

• Encourage customers to leave reviews by offering incentives (discounts, loyalty points).
• Display reviews prominently on product pages and mark them up with review schema to enable rich snippets in search results.

5. Title Tags and Meta Descriptions

What to do if your title tags aren’t getting clicks?

Your titles and meta descriptions are the first impression users get on search results. If they’re generic or boring, they won’t generate clicks.

Solution:

• Craft unique, compelling titles that include primary keywords and convey urgency or value (e.g., “Buy [Product] – Free Shipping”).
• Write concise meta descriptions that highlight product benefits and include a clear call to action.

Step 3: Off-Page SEO Audit for eCommerce Sites

Off-page SEO helps build the authority of your site, improving rankings and visibility.

1. Backlink Profile

What to do if your backlinks are low-quality?

Many eCommerce sites fall into the trap of acquiring a high volume of low-quality backlinks, which can hurt rankings.

Solution:

• Focus on quality over quantity. Aim to acquire backlinks from authoritative, niche-specific sites. For example, if you sell sports gear, getting links from a well-known fitness blog will be far more valuable than from unrelated directories.
• Broken link building: Find broken links on relevant websites and offer your product page as a replacement.

2. Social Media Signals

What to do if your social media engagement is low?

Social signals (shares, likes, comments) can indirectly affect your SEO by driving traffic and links to your site. Low engagement on social media means missed opportunities.

Solution:

• Create shareable content such as product guides, videos, or interactive posts (polls, quizzes).
• Promote user-generated content, encouraging customers to share their purchases and tag your brand.

3. Influencer & Partnership Outreach

What to do if you’re struggling to get backlinks?

Many eCommerce sites struggle to build relationships with influencers and partners, resulting in fewer backlinks and less brand visibility.

Solution:

• Collaborate with influencers in your niche to create product reviews, unboxing videos, or sponsored posts.
• Reach out to industry blogs and offer guest posts or expert commentary in exchange for backlinks.

4. Local SEO for eCommerce (if applicable)

What to do if your eCommerce store targets a local audience but isn’t ranking in local searches?

Many eCommerce businesses overlook local SEO, especially if they have a physical store or are targeting customers in specific regions. Without optimizing for local search, you might miss out on valuable nearby customers.

Solution:

• Google Business Profile (GBP) Optimization: If your eCommerce store has a physical location, claim and optimize your GBP listing. Add accurate NAP (Name, Address, Phone) details, business hours, and product categories.
• Local Schema Markup: Implement LocalBusiness schema on your store’s contact page, including your business’s name, address, phone number, and reviews. This makes it easier for search engines to understand your local presence.
• Local Link Building: Focus on acquiring backlinks from local blogs, news outlets, or chambers of commerce websites. If you sponsor local events or partner with local influencers, make sure they link back to your site.

What to do if you want to target local search terms?

• Optimize product pages with local keywords: If you’re serving a specific region (e.g., “best winter jackets in [City]”), ensure local keywords are present in titles, descriptions, and headers.
• Create localized content: Write blog posts or landing pages that speak directly to local events, trends, or seasonal needs. For example, “Why Our Shoes are Perfect for Chicago Winters” helps you rank for location-based searches.

Advanced E-commerce SEO Audit Tips

As eCommerce evolves, so do the intricacies of SEO. Here are some advanced strategies that can give your store a competitive edge, especially as digital landscapes shift toward voice search and global markets.

1. Optimizing for Voice Search

Voice search is gaining traction, especially with the rise of smart assistants like Siri, Alexa, and Google Assistant. 

According to reports, 55% of households are expected to own a smart speaker by 2025, and more searches are being performed via voice every day. Optimizing your eCommerce store for voice search will help capture these valuable queries.

What to do if you’re not ranking for voice searches?

Voice searches tend to be conversational and long-tail, which means your site needs to be optimized for natural language queries.

Solution:

• Target question-based keywords: Instead of optimizing for “best running shoes,” consider targeting “What are the best running shoes for winter?” Write content that answers common questions your audience might ask.
• Implement FAQ sections on your product and category pages using FAQ schema markup to give search engines clear, structured answers to common queries.
• Focus on local voice search if applicable: Voice search users often ask for location-based queries like “Where can I buy winter jackets near me?” Make sure your product pages have clear, local intent where relevant.

What to do if you’re missing out on featured snippets?

Most voice search answers are pulled from Google’s featured snippets (position zero). If you’re not optimizing for these snippets, you’re likely missing a huge opportunity.

Solution:

• Optimize content for featured snippets by using concise, structured answers at the top of your pages. Use bullet points, numbered lists, or short paragraphs to increase your chances of being pulled into the snippet section.
• Answer common customer questions directly on your pages, ensuring the content is easily scannable and provides value right away.

2. Multilingual & International SEO for Global E-commerce

As an eCommerce brand grows, reaching a global audience often becomes the next logical step. But ranking in international markets requires a thoughtful approach to multilingual SEO.

What to do if your international pages aren’t ranking?

Expanding globally comes with challenges, including handling different languages, currencies, and local search preferences. If your pages aren’t correctly localized, they might not rank in international markets.

Solution:

• Implement hreflang tags: Use hreflang attributes to specify language and regional targeting, helping search engines understand which version of your site to show in each country. For example, differentiate between Spanish for Spain (es-es) and Spanish for Latin America (es-419).
• Translate content professionally: Avoid machine translations, as they often miss nuances. Ensure that product descriptions, category pages, and metadata are professionally translated to engage with local users properly.
• Tailor content for local preferences: In addition to translation, adapt content to local tastes, cultures, and even search behavior. For example, in some markets, price and shipping options are critical selling points, while others prioritize brand reputation.

What to do if local domains aren’t performing?

Running multiple country-specific domains (e.g., .fr for France, .de for Germany) comes with challenges. Search engines may struggle with correctly indexing and ranking them.

Solution:

• Use country-specific TLDs (Top Level Domains) to ensure you’re targeting the right audience in each country. If you can’t, use subdirectories (/fr/ for France, /de/ for Germany) instead of subdomains (fr.example.com), which often perform better for SEO.
• Localize SEO efforts: Ensure you’re optimizing for local search engines beyond Google, such as Baidu in China or Yandex in Russia, to capture more diverse traffic.

Conclusion

From fixing technical issues to optimizing your content and building a robust backlink profile, each step of the audit helps boost your search visibility, drive organic traffic, and increase conversions. 

But SEO isn’t a set-it-and-forget-it strategy—it requires consistent effort to stay ahead of algorithm changes and evolving customer behavior.

If you want expert guidance to ensure your store is fully optimized, connect with Digitevity for a FREE eCommerce SEO Audit. We’ll identify critical issues and provide actionable steps to enhance your site’s performance, helping you unlock your full growth potential. 

Get your free audit today!