Ecommerce SEO Audit Checklist

Ecommerce SEO Audit Checklist


Ecommerce SEO Audit Checklist: In today’s highly competitive online marketplace, it’s essential for ecommerce businesses to have a strong presence in search engine results. To achieve this, an effective SEO strategy is crucial. However, with search engine algorithms constantly evolving, it can be challenging to keep up with the latest best practices. That’s where an ecommerce SEO audit comes in. By conducting a thorough analysis of your website’s SEO performance, you can identify areas for improvement and optimize your site for better visibility and higher search rankings. In this article, we’ll provide you with a comprehensive ecommerce SEO audit checklist to help you get started on optimising your online store for search engines.

Technical SEO

Technical SEO is one of the most important aspects of an Ecommerce SEO audit checklist. Technical SEO involves analyzing and optimizing the technical components of a website to improve its search engine ranking and user experience. Some of the important technical SEO factors to consider in an Ecommerce SEO audit checklist include:

Ecommerce SEO Audit Checklist

Site structure: A clear and organized site structure is important for both search engines and users. The site should have a logical hierarchy with clear categories and subcategories.

Page speed: Page speed is a critical ranking factor, and slow loading times can negatively impact user experience. Ecommerce websites with large product catalogs should optimize images, reduce server response time, and minify CSS and JavaScript to improve page speed.

Mobile optimization: With more and more users accessing websites on mobile devices, mobile optimization is crucial for Ecommerce SEO. The website should have a responsive design that adapts to different screen sizes and should have a mobile-friendly navigation.

URL structure: URLs should be clear, descriptive, and include relevant keywords. Ecommerce websites should avoid using parameters in URLs as they can create duplicate content issues.

Site search functionality: The site search functionality should be user-friendly and accurate. This helps users find products quickly and improves their experience on the site.

Schema markup: Schema markup helps search engines understand the content on a website and can improve visibility in search results. Ecommerce websites should use schema markup for product pages, reviews, and other relevant content.

XML sitemap: An XML sitemap is a file that lists all the pages on a website, helping search engines crawl and index them. Ecommerce websites should ensure that their XML sitemap is up-to-date and includes all important pages.

By analyzing and optimizing these technical SEO factors, Ecommerce websites can improve their search engine rankings and provide a better user experience to their customers.

On-page SEO

On-page SEO is an important aspect of Ecommerce SEO Audit Checklist, as it involves optimizing the website’s individual pages for search engines. Here are some key factors to consider during an on-page SEO audit:

Keyword Research: Conducting thorough keyword research and using relevant and high-traffic keywords in the website’s content, meta descriptions, URLs, and image alt tags.

Title tags and meta descriptions: Ensuring that all pages have unique and descriptive title tags and meta descriptions that accurately reflect the content on the page.

Header tags: Proper use of header tags (H1, H2, H3, etc.) to structure the page content and make it easier for search engines to understand the content hierarchy.

Content quality: Assessing the quality and relevance of the content on each page, ensuring it is unique, informative, and valuable to the user.

Internal linking: Ensuring that pages are internally linked to each other in a logical and organized way, making it easier for users to navigate the website and for search engines to crawl and index the pages.

Site speed: Checking the website’s page load speed, and optimizing images and videos to reduce loading times.

Mobile optimization: Ensuring that the website is fully optimized for mobile devices, as mobile optimization is critical for SEO in today’s mobile-driven world.

By conducting a thorough on-page SEO audit, ecommerce businesses can improve the visibility and ranking of their website in search engine results, leading to increased traffic and sales.

Off-page SEO

Off-page SEO is an important aspect of ecommerce SEO audit checklist, as it involves analyzing the factors that affect the visibility and authority of the ecommerce website on other websites across the internet. Here are some important considerations for off-page SEO:

Backlink Profile: A strong backlink profile is an essential component of off-page SEO. You need to analyze the quantity and quality of backlinks pointing to your ecommerce website. Quality backlinks can be earned through natural link building, guest posting, broken link building, and other methods. You should also look for toxic backlinks that can hurt your website’s rankings.

Social Media Signals: Social media signals like shares, likes, and comments can boost your website’s authority and improve your visibility on social platforms. Therefore, it’s important to analyze your social media presence and check if you are getting engagement from your target audience.

Brand Mentions: Brand mentions refer to mentions of your brand name on other websites or social media platforms, without a backlink. They are important for building brand awareness and credibility. You should monitor brand mentions and track where they are coming from.

Local Citations: Local citations refer to your business name, address, and phone number (NAP) mentioned on other websites or directories. They are important for local SEO and can help your ecommerce website rank higher in local search results.

Competitor Analysis: Analyzing your competitors’ off-page SEO strategies can give you insights into their link building tactics, social media presence, brand mentions, and local citations. This can help you identify opportunities for improving your own off-page SEO strategy.

By analyzing these factors, you can identify the strengths and weaknesses of your ecommerce website’s off-page SEO and make the necessary improvements to boost your website’s visibility and authority on the internet.

Local SEO

Local SEO is an important aspect of Ecommerce SEO Audit Checklist as it helps businesses target customers within a specific geographic area. Here are some key elements to consider in local SEO:

  1. Google My Business (GMB) Listing: Verify and optimize your GMB listing by providing accurate and complete information such as business name, address, phone number, website, business hours, and photos.
  2. NAP Consistency: Ensure your business name, address, and phone number (NAP) are consistent across all online directories, social media profiles, and your website.
  3. Local Content Optimization: Create content that targets local keywords and topics related to your business, such as local events, news, and attractions.
  4. Local Link Building: Build local links by getting listed on local business directories, sponsoring local events, or partnering with other local businesses.
  5. Customer Reviews: Encourage customers to leave reviews on your GMB listing and other review sites such as Yelp, Google, and Facebook.
  6. Local Schema Markup: Use local schema markup on your website to help search engines understand your business location, reviews, and other local information.

By implementing these local SEO strategies, ecommerce businesses can improve their visibility in local search results, attract more local customers, and increase their chances of driving conversions and sales.

Analytics and Reporting

Analytics and reporting are crucial components of an ecommerce SEO audit. Analyzing data and generating reports can provide insights into the effectiveness of your SEO strategy and identify areas for improvement. Here are some key elements to consider:

  1. Website Traffic: Analyzing website traffic data can help determine the success of your SEO efforts. You can use tools like Google Analytics to track website visitors, referral sources, and user behavior. Examining traffic patterns over time can help identify trends and areas for optimization.
  2. Keyword Rankings: Tracking keyword rankings can help determine the effectiveness of your on-page and off-page SEO strategies. You can use tools like SEMrush, Ahrefs, or Moz to monitor keyword rankings and identify opportunities to improve.
  3. Conversion Rate: Measuring conversion rates can help determine the effectiveness of your ecommerce SEO strategy. By tracking metrics like add-to-cart rate, checkout abandonment rate, and revenue per visit, you can identify areas for improvement in the sales funnel.
  4. Backlink Profile: Analyzing your backlink profile can help identify opportunities to improve your off-page SEO efforts. You can use tools like Ahrefs or Majestic to identify high-quality backlinks, monitor backlink growth, and identify toxic or low-quality links.
  5. Reporting: Generating regular reports can help keep stakeholders informed about the progress of your ecommerce SEO efforts. Reports should include relevant metrics and insights, and should be tailored to the needs of different audiences (e.g. marketing team, executive leadership).


Conducting an ecommerce SEO audit using a comprehensive checklist can greatly benefit an online business. By performing technical SEO, on-page SEO, off-page SEO, local SEO, and analyzing website data, an ecommerce website can identify areas of improvement and optimize its SEO strategy for better search engine visibility and higher website traffic.

It is important to keep in mind that SEO is an ongoing process and requires continuous monitoring and updating. By conducting regular audits and implementing changes based on the audit findings, ecommerce businesses can stay ahead of their competition and maintain a strong online presence.

An ecommerce SEO audit checklist can serve as a valuable tool for businesses looking to enhance their online visibility and increase their bottom line.


What is an Ecommerce SEO audit checklist?

An Ecommerce SEO audit checklist is a comprehensive list of tasks that are designed to assess the performance of an ecommerce website’s SEO. It is a step-by-step guide that helps in identifying the areas that need improvement and optimizing the website’s ranking and traffic.

Why is an ecommerce SEO audit important?

An ecommerce SEO audit is important because it helps in identifying the weaknesses and strengths of the website. It helps in optimizing the website to achieve better rankings, traffic, and sales. Moreover, it ensures that the website complies with search engine guidelines and keeps up with the latest SEO trends.

What are the key components of an ecommerce SEO audit checklist?

The key components of an ecommerce SEO audit checklist include technical SEO, on-page SEO, off-page SEO, local SEO, analytics, and reporting. Technical SEO includes assessing the website’s crawlability, indexability, site architecture, and other technical aspects. On-page SEO involves analyzing the website’s content, metadata, and internal linking. Off-page SEO involves assessing the website’s backlinks and domain authority. Local SEO involves optimizing the website for local search results. Analytics and reporting involve tracking the website’s performance and providing reports on key metrics.

How often should an ecommerce SEO audit be conducted?

An ecommerce SEO audit should be conducted at least once a year or whenever significant changes are made to the website. This ensures that the website is always optimized and up-to-date with the latest SEO trends.

Can an ecommerce SEO audit checklist be customized?

Yes, an ecommerce SEO audit checklist can be customized to meet the specific needs of the website. Businesses can add or remove tasks based on their goals and objectives.