Skip to content

How To Do an SEO Audit For Your Ecommerce

How To Do an SEO Audit For Your Ecommerce

News flash: If you are looking for the most effective way to build your online business, nothing beats Search Engine Optimization (SEO). Nevertheless the SEO world is a complex one. The SEO that we loved (or hated) 10 years ago is not the same as the SEO we know today – for many ecommerce websites, it has become a significant challenge to achieve high rankings and visibility. This is where a SEO audit comes in. 

In this article, we’ll explore the concept of a SEO audit, its benefits, types, tools, and how to conduct one for your ecommerce website.


  1. What is an SEO audit
  2. Types of SEO audits
  3. SEO audit tools for ecommerce
  4. How can I do an SEO audit for free?
  5. How to do an SEO audit for your ecommerce
  6. Wrapping things up

What is an SEO audit?

A SEO audit is an evaluation of your website’s SEO performance, including its strengths, weaknesses, and opportunities for improvement. By conducting a SEO audit, you can identify any issues that may be negatively impacting your website’s visibility and subsequently take action to resolve them for better search engine performance.

The benefits of conducting a SEO audit include:

  • Improved search engine rankings
  • Increased website traffic
  • Better user experience
  • Increased conversion rates
  • Improved brand reputation

There are a number of factors to consider during a SEO audit which can make the process  overwhelming if not planned carefully. Hence in this post, we’ve simplified it into an easy checklist. First, let’s take a look at the types of SEO audits.

Types of SEO audits

Whether you have a growing startup or a large ecommerce website, there are three main types of SEO audits that you should consider: on-page, off-page, local SEO, y Technical SEO audits.

On-page SEO audits

On-page SEO is the process of examining front-end and back-end components of your ecommerce website such as content and HTML elements. On-page SEO covers everything you can optimize on your site, hence its name. An on-page SEO audit includes checking title tags, meta descriptions, image alt text, internal linking, and more. Essentially on-page SEO helps your site be optimized for both human eyes and search engine algorithms.

Off-page SEO audit

An off-page SEO audit focuses on evaluating your website’s external factors to improve search engine rankings. Off-page SEO efforts involve making changes outside your site, hence the name off-page. Examples include backlinks, link-building, guest posts, and social media marketing. The goal of optimizing your off-page SEO is to boost your website’s reputation and authority with the goal of increased search rankings.

Local SEO audits

A local SEO audit focuses on positioning your website for the region(s) that you cater for. While not critical for all ecommerce businesses, it is particularly important for those that not only have an online store, but also have corresponding physical locations. By optimizing your local SEO, you can improve your website’s visibility in local search results, which can lead to increased foot traffic and sales for physical stores.

Technical SEO audit

While Technical SEO is closely related to on-page SEO, they are distinct practices. A technical SEO audit focuses more on the way your ecommerce website is structured, checking your website’s code and ensuring that Google bots can successfully crawl, interpret, and index all the pages of your site. Google Lighthouse SEO is a metric that focuses on technical SEO elements rather than content-related factors. 

A Technical SEO audit typically involves the following optimizations: site speed, mobile-friendliness, securing the site with SSL, correct implementation of XML sitemaps and canonical URLs, and more. Technical SEO is often considered the most important because if there are significant technical issues or the website is not indexable, other SEO efforts become futile.

SEO audit tools for ecommerce

When it comes to conducting a comprehensive SEO audit for your ecommerce website, there are a variety of tools available that can help you identify areas for improvement and optimize your site for better search engine performance. Here are some of the top SEO audit tools for ecommerce:

Google Analytics

Google Analytics is a free tool that provides valuable insights into your website’s traffic, user behavior, and conversion rates. By analyzing your website’s data, you can identify which pages are performing well and which ones need improvement, as well as track your website’s progress over time.

Google Search Console

Google Search Console provides insights into your website’s search engine performance, including its rankings, search keywords, click-through rates, and backlinks. By using Google Search Console, you can identify any technical issues that may be affecting your website’s visibility, such as broken links, redirection issues, and indexing errors.

Valido AI

Valido AI is an intelligent test automation tool that monitors and provides a comprehensive analysis of your ecommerce website, including identifying any technical SEO errors that may be affecting your website’s visibility. With Valido AI, you can conduct a site audit that includes analyzing your website’s structure, web performance, UI/UX. In addition, you can take advantage of the tool’s AI features to quickly obtain personalized solutions that help you optimize your performance in the above areas.

Valido AI - personalized solution recommendation using AI
Valido AI-powered personalized solution recommendations

How can I do a SEO audit for free?

If you would like to perform a free audit on your ecommerce website, just enter the URL and click “Test Now”. Valido AI will automatically configure and execute the necessary tests to scan your online store for UX, web performance and SEO errors. You will also be provided with a SEO score that you can use to benchmark with your competitor websites.

Start AI-powered ecommerce testing for free.

Enter your site URL in the input field below to rapidly audit your UX.

How to do an SEO audit for your ecommerce

Now that we are familiar with the types of SEO audits and tools, here is a comprehensive guide of how to perform a SEO audit for your ecommerce website. This guide will cover on-page, off-page, and technical SEO factors to ensure a thorough evaluation of your website’s SEO performance.

Steps to perform on-page SEO audit

  • Title tags: Make sure each page has a unique and descriptive title tag that includes your target keywords. This not only helps search engines understand the content but also entices users to click through from the search results.
  • Meta descriptions: Meta descriptions are brief summaries that appear below the title tags in search engine results. They provide users with a preview of what to expect when they click on your link. Revise them to ensure that they accurately describe the content of each page and encourage users to click through. Keep them concise, informative, and relevant to the page content.
  • Heading tags: Make sure that you use heading tags (H1, H2, H3, etc.) to organize your content into logical sections and make it easier for users to navigate. Ensure that each page has a clear hierarchy of headings, with the main topic represented by an H1 tag and subtopics by H2 and H3 tags.
  • Content quality: Content is king in the world of SEO, so it’s essential to evaluate the quality and relevance of your website’s content. Make sure your content provides value to your audience and answers their questions or solves their problems. Regularly update and refresh your content to keep it relevant and up-to-date.
  • Image optimization: Review and optimize your images by using descriptive filenames and alt text. In particular, alt text provides text alternatives for visually impaired users and improves accessibility. The use of captions provide additional context and can also contain relevant keywords to enhance SEO.

Steps to perform off-page SEO audit

  • Backlink profile: Examine the number, quality, and relevance of backlinks pointing to your site. Prioritize acquiring high-quality backlinks from authoritative sites in your industry through methods like guest posting and content collaborations. Avoid low-quality or spammy backlinks, as they can harm your SEO.
  • Anchor text diversity: Check the variety of anchor text used in your backlink profile. Aim for a natural mix, including branded keywords, exact match keywords, and generic phrases. Over-optimizing with too many exact match keywords can trigger spam filters and penalties.
  • Link relevancy: Evaluate the relevance of sites linking to yours. Quality backlinks should come from sites related to your industry or topic. Search engines value relevance, so focus on earning links from content that aligns with yours.
  • Link authority: Consider the authority and trustworthiness of linking sites. High-authority backlinks from reputable sites carry more weight in search algorithms. Build relationships with influential sites and earn backlinks from trusted sources.
  • Social media presence: Assess your presence on social media platforms and engagement levels. While social signals may not directly impact rankings, a strong social media presence can amplify your content and attract organic backlinks. 

Steps to perform a Technical SEO audit

  • Check website speed: A slow-loading website can lead to higher bounce rates and lower conversion rates. Use tools like Valido AI, which has Google PageSpeed Insights integrated to test & monitor your website’s loading speed and identify areas for improvement. Common issues that can affect website speed include large image files, excessive use of JavaScript and CSS, and server response times. Optimize your website’s code, compress images, and leverage browser caching to improve loading times.
  • Ensure mobile-friendliness: With the majority of internet users now accessing websites on mobile devices, ensuring that your website is mobile-friendly is essential for SEO success. Pay attention to factors like responsive design, legible font sizes, and touch-friendly navigation. If your website is not mobile-friendly, consider implementing responsive design techniques.
  • Analyze site structure: The structure of your website plays a significant role in its SEO performance. A well-organized site structure makes it easier for search engines to crawl and index your content, leading to better rankings and visibility. Analyze your website’s structure to ensure that it is logical, hierarchical, and easy to navigate.
  • Website security: Make sure that your ecommerce site uses HTTPS encryption to secure your website and protect sensitive information transmitted between your server and your users’ browsers. You should have already installed an SSL certificate on your website to encrypt data and ensure secure connections. Regularly update your website’s software and plugins to patch security vulnerabilities and protect against malware and cyber attacks.
  • Indexing and crawlability: Search engine crawlers rely on proper indexing and crawlability to discover and index your website’s pages. Use Google Search Console to check for any indexing errors or crawl issues that may be preventing search engines from accessing your site. Ensure that your website’s robots.txt file is properly configured to allow search engine crawlers to access important pages and resources. 
Valido AI SEO audit
SEO Audit with Valido AI

Wrapping things up

Conducting a thorough SEO audit for your ecommerce site is vital to optimize it for search engines and ensure your SEO strategy is effective. Understanding various SEO audit types and following the steps outlined above can help identify and address issues affecting your site’s ranking and visibility.

Regular SEO audits and monitoring are essential to stay ahead of issues and maintain an optimal SEO for your ecommerce website. While audits can be complex and time-consuming, the right tools can make the process smoother and much more effective, with less effort and cost involved.

Maximize your ecommerce ROI with Valido AI, the leading test automation tool powered by artificial intelligence.

Sign up today and catch errors before your customers do.