How to run an e-commerce SEO audit for your online store

The visibility of your online store can make or break your business. But what really determines whether customers find you in the vast online marketplace? Well, it all boils down to how well your store is optimized for search engines. That’s exactly why you need an e-commerce SEO audit. 

Your store’s online visibility is largely influenced by your search engine optimization strategies, making an e-commerce SEO audit an essential tool for any online business aiming to increase traffic and sales.

Ready to see how it’s done? So, let’s learn what an e-Commerce SEO audit is, and see how to conduct one for your online store effectively.

What is an e-commerce SEO audit?

An e-commerce SEO audit comprehensively examines how your online store performs in various SEO aspects. 

It assesses the effectiveness of your website in aligning with best practices to rank well on search engine results pages (SERPs).

This process helps identify successful strategies and pinpoint areas that need improvement, making sure your store remains competitive and visible to your target audience.

Why conduct an e-commerce SEO audit?

The digital market is ever-evolving, with new SEO standards and algorithms emerging regularly. An SEO audit is critical because it helps you:

  1. Identify problems: Discover technical issues, outdated content, or SEO strategies that may be hindering your site’s performance.
  2. Enhance user experience: Optimization does not mean just going well with search engines. Improving your site’s SEO enhances the overall user experience, which can lead to higher conversion rates.
  3. Stay ahead of the competition: Regular audits ensure that your store adapts to the latest SEO practices and remains ahead of other market players.

Step-by-step guide for an e-commerce SEO audit

Now, let’s explore the process of conducting an e-commerce SEO audit. These steps will guide you in optimizing your online store for better search engine performance.

Step 1: Keyword analysis

The foundation of SEO is keywords. Begin your audit by analyzing the keywords your site currently targets. 

Tools like Google Analytics and Google Search Console can provide insights into which keywords drive traffic and lead to conversions, and which are underperforming.

Look at the search volume, competition, and relevance of your keywords to ensure they align with what your potential customers are searching for. 

This analysis helps refine your SEO strategy to target more effective keywords, thereby attracting more qualified traffic.

Step 2: Product page optimization

Product pages are where transactions happen, so they must be meticulously optimized. 

Check each page for the following. 

  • SEO-friendly titles and meta descriptions: Ensure they include keywords and are compelling enough to encourage clicks from SERPs.
  • Quality images with Alt text: Images should be high resolution and tagged with descriptive, keyword-rich alt text to improve visibility in image searches.
  • Detailed product descriptions: Use natural language to incorporate keywords and provide value to the reader. Descriptions should answer potential questions a buyer might have, reducing barriers to purchase.

Step 3: User experience evaluation

A positive user experience (UX) is vital for keeping visitors on your site and converting them into customers. 

Assess your website’s navigation and overall design. Can visitors easily find what they’re looking for? Is the checkout process straightforward and quick?

Also, ensure your site is mobile-friendly, as a significant portion of online shopping is done via mobile devices. Tools like Google’s Mobile Usability report in Search Console can help evaluate this aspect.

Step 4: Link and image check

During your audit, use tools like Screaming Frog to scan for broken links and missing images. Broken links disrupt the user experience and can harm your SEO by stopping search engine crawlers from indexing your site correctly.

Similarly, missing images can lead to a lack of engagement and reduced trustworthiness. 

Repairing these links and replacing or updating images will boost the user experience and SEO performance.

Step 5: Speed and performance analysis

Page speed influences both your SERP rankings and user satisfaction. A slow website can frustrate users, leading them to leave before making a purchase.

Utilize Google’s PageSpeed Insights to analyze the speed of your site on both desktop and mobile. The tool provides specific recommendations for improving your site’s performance, such as optimizing images, minifying CSS, and reducing server response times.

So, conducting an E-commerce SEO audit is crucial for identifying weak spots in your strategy and enhancing the overall effectiveness of your online store.

At tossdown, we offer expert E-commerce SEO services to boost your online store’s visibility and sales. We are here to assist you with audits and strategic improvements, ensuring your business excels in the digital marketplace.