While the eCommerce industry is continually expanding, dominating the digital environment becomes paramount for merchants to stay on the consumers’ radars. Search Engine Optimization (SEO) aids businesses in securing a prominent place in search rankings and raising organic traffic to their webstores. 

How exactly does eCommerce website SEO help online retailers elevate their visibility and advance their businesses?

The first five results on the search results page get over 67% of all the clicks. At the same time, over 90% of content doesn’t receive any traffic from Google. Therefore, getting into those lucky 10% and, even more so, hitting the desired top five on the first SERPs page is what aids your site in outperforming the competition.

SEO strategies entail a prolonged effect, meaning that once you have invested in your shop’s initial optimization, you can continue receiving traffic for months or even years to come. You just need to continue fine-tuning your online space to keep it up with the continually evolving search mechanisms. 

Here, an SEO audit enters the scene. It serves as a strategic roadmap to uncover gaps, secure advantages, and spur your site’s rankings. Join us to grasp the intricacies of an eCommerce SEO audit and get a vision of how to cut through the crowded digital marketplace.

Table of Contents
  1. What is an eCommerce SEO Audit? Why Should You Regularly Check Your eCommerce Website
  2. How to Define Your Time for an SEO Audit
  3. 6 Things to Check to Boost Rankings
  4. How to Set the Right Regularity for an SEO Audit?
  5. Conclusion

What is an eCommerce SEO Audit? Why Should You Regularly Check Your eCommerce Website

An eCommerce SEO site audit implies a detailed evaluation of an online shop in terms of its location in the search. The assessment encompasses various parameters and aims to reveal performance gaps, raise the site’s rankings, and elevate traffic and sales.

Why are routine eCommerce SEO audits necessary?

The core determinant of your site’s seamless operation is the ability to match user aspirations and the continually upgrading search mechanisms. Google assesses more than 200 ranking parameters to index your page, and this number is relentlessly growing. A failure to keep pace with those parameters may lead to declining traffic and, ultimately, lower profits.

Conversely, if you regularly do an eCommerce website SEO audit, it facilitates your website’s welfare and guarantees the absence of errors and compliance with the recent upgrades in search bots. An SEO inspection is also a handy method to detect early flaws, countering their transforming into serious issues. 

Essentially, routine eCommerce store SEO audits can grant you several upsides:

  • Detecting and removing mistakes according to the inspection results empowers you to raise rankings and conversions.
  • Retaining a competitive transcendence. SEO audit for eCommerce sites assists businesses in adjusting to altering consumer behaviors.
  • Obtaining measurable performance results. SEO inspections help you estimate the efficiency of your current activities and revise the strategies to align them with your business objectives.

How to Define Your Time for an SEO Audit

Conducting an eCommerce SEO audit within established time intervals is a foolproof way to guarantee your shop runs adequately and efficiently. Large and complex shops may require monthly audits. Medium to small online shops usually need audits more rarely, like once a quarter or twice a year.

There are, however, several factors that indicate you may need the eCommerce SEO audit services right away.

  • Declining traffic. If you observe a considerable drop in traffic, it can witness SEO issues.
  • Degrading rankings. If your site is losing rankings for vital keywords, it’s time to investigate.
  • Algorithms change. If search engine algorithms have sustained updates, you should check whether they have impacted your site’s rankings.
  • Redesign or migration. After conducting a site redesign or migration to a new platform, do an audit to guarantee SEO isn’t compromised.
  • High bounce rate. Although it may have numerous other roots, a high bounce rate may also indicate a poor UX that needs addressing.
  • Technical flaws. Frequent technical troubles like obstructed loading, broken links, or crawl mistakes dictate an audit.

6 Things to Check to Boost Rankings

How to perform an SEO audit to squeeze the maximum benefits from it?

An eCommerce SEO audit process encompasses a set of checks for a multifaceted assessment of the site’s overall health. You need to examine various website components according to your purposes.

Based on our experience, we’ve shaped an eCommerce SEO audit checklist comprising the fundamental areas to evaluate.

Technical SEO

The eCommerce technical SEO audit spans an array of technical health characteristics and aids in matching them with the crawlers’ criteria.

We usually start with a technical analysis, as it underpins further optimization. It evaluates an extensive range of technical parameters, from which we would highlight the following:

  • Crawling and indexing

To locate your site on the SERP page, the bots need first to scan and then to index it. They crawl each page to identify its content and further locate them in their big registry. With every incoming user query, the bots define the associated pages from the registry and showcase them in the search results. 

Therefore, you should allow the bots to scan your pages meticulously and index seamlessly, making your online shop easy to discover by potential attendees.

  • Store’s structure

The composition of your ecommerce space impacts the UX and facilitates the job for the crawlers. With a convenient shop structure, you can expect to enjoy these advantages:

  • Swift and seamless consumer navigation;
  • Straightforward and efficient scanning by the bots;
  • A presentation in the SERP as sitelinks. 

The latter entails displaying your site with product categories, which brings in more visitors.

  • Loading speed

Sluggish sites can impede your ranking and discourage your visitors. You can utilize tools that assess your speeds and advise on how to expedite your online shop. Generally, pages that load from 0 to 2 seconds boast the maximum conversions.

  • Domain redirections analysis

In a technical SEO for eCommerce, domain redirection analysis involves inspecting how different domain variations (such as www vs. non-www, HTTP vs. HTTPS) are handled. This check guarantees that all domain options appropriately lead to a unified, canonical version to avoid duplicate content troubles and preserve SEO consistency.

If your domain redirections are done improperly, Google might not display your web shop, leading to a decline in traffic and purchases. Conversely, accurate domain redirections enhance the consumer progress and help bots index the site more effectively.

  • URL check

Another parameter adding to your transcendence over the competition is your site’s URL. The respective part of technical SEO for eCommerce involves examining URL formatting, length, and keyword incorporation.

This analysis guarantees that URLs are readable by users, follow SEO best practices, and exclude duplicate or overly complex URLs. Appropriate URLs promote the site’s online prominence, facilitate a user path, and elevate rankings.

  • Navigation analysis

Navigation and URLs are intertwined since both reflect the shop’s structure. Navigation, however, encompasses a broader array of parts affecting the consumer route throughout the entire store.

Menus, icons, filters, buttons, links, and other components simplify the trip from page to page and streamline browsing. They also ease scanning and indexing by crawlers that can unobstructedly travel across your space. 

  • Mobile accessibility

Mobile devices dominate the eCommerce sector. Thus, smartphones provide about 74% of retail site traffic and 63% of online shopping orders. Furthermore, search mechanisms prioritize mobile-responsive sites thanks to their broader accessibility, hence their winning location in the search. Therefore, you should provide a smooth store operation on various screens. 

  • Robots.txt file

This file lists scanning directions for the crawlers. If it is absent, bots will index all pages, which should not always be allowed. Thus, you may wish to exclude the pages with client data and shopping carts from indexing. Therefore, outline your instructions in Robots.txt, guaranteeing that crawlers will access the necessary components of your shop and omit the ones you’d prefer not to demonstrate in SERPs.

  • Sitemap

Another aspect that facilitates crawlers’ navigation, a sitemap guides the crawlers, aiding them in exploring pages at all levels of your eCommerce space. An appropriate sitemap is crucial for new online shops, in particular. Therefore, the availability of an actual XML sitemap improves indexing, enhancing store’s rankings.

  • SSL Certificate check

Safety is vital in the digital environment. Users and crawlers equally prioritize secure sites and rely on evidence to be reassured of their security. An SSL certificate provides a safeguarded interaction between a web browser and a server. It’s paramount to obtain a certificate from a dependable source. Ultimately, a safer store will rank higher and raise buyers’ confidence.


On-Page SEO

An on-page SEO for eCommerce sites deals more with the content and tags and encompasses several essential parts:

  • Title tags and meta descriptions

A title tag is an HTML component displaying the title of a page in search results. A meta description briefly summarizes the page’s main points. Their relevance, clarity, and overall appeal are critical in generating click-throughs.

The optimal length of a title tag is about 50-70 symbols, while a meta description may contain 120-160 symbols. Make yours as impactful as possible to capture readers’ interest and apply your keywords.

  • Keywords

Keywords are another core element by which search bots determine your shop’s relevance to a user query. You should identify the appropriate set of phrases used by consumers when they are investigating the goods you sell.

Keywords usually fall into several categories based on their length, topic, search intent, relevance to your subject, and more. 

The distribution of keywords across your texts affects your eCommerce store performance and ranking. Include them in meta tags, product descriptions, blog articles, and other parts. However, you should avoid keyword overstaffing as it may lead to poor SERP positions. 

  • Canonical tags

Canonical tags are HTML components intended to inform bots about the preferred or canonical version of a page when similar content exists. The tags pinpoint crawlers which page to scan and rank, thereby avoiding duplicates.

They also consolidate the page’s authority and link equity into one favored version instead of dispersing it among multiple pages with comparable content. This leads to elevated crawling efficiency and amplified eCommerce performance

Off-page inspection

The off-page SEO trespasses the boundaries of your eCommerce store. The respective examination targets areas such as backlinks, social media authority, and overall online reputation.

  • Backlinks

Backlinks are powerful signals examined by bots. During the analysis, you should assess your existing backlinks and guarantee they originate from reputable resources. Such backlinks will raise your trustworthiness and elevate your eCommerce rankings. Conversely, backlinks from low-authority resources can hinder your reputation; therefore, it’s better to eliminate them.

  • Social media authority

Your SM profile and activities likewise impact your online stature. Refine your profiles and continually come up with posts, news, and other information. Interact with your community, address their questions, and analyze what content engages them most of all.

  • Negative SEO

A highly undesired occurrence in eCommerce, a negative SEO implies malicious tactics aimed to harm a competitor’s store’s rankings and reputation. These may span low-quality or spammy backlinks, content scraping, fake negative reviews, and other indecent activities to downgrade your authority. Stay informed and forearmed against such attacks.

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Local SEO

A local SEO is another component of our SEO audit checklist, which implies an analysis of a brand’s online presence and visibility within local search results. It evaluates an array of on-page and off-page parameters to determine the business’s positioning in local listings.

This kind of SEO audit typically includes an analysis of Google My Business profiles, on-site optimization, local backlinks, online reviews, and other factors that affect your stance in Google Maps and other regional search results. The goal is to reveal operation weaknesses and drive the business’s online authority across regions.

For a local eCommerce performance analysis, ensure the following:

  • Your Google My Business profile and local listings contain precise and updated information;
  • The content is tailored to the local shop versions, including languages, currencies, contact information, and more;
  • Employ schema geographic markup to let search bots explore your geographic location.

UX Audit

A user experience inspection assesses whether your site is straightforward to use and whether the visitors can address their queries promptly and smoothly. The check typically encompasses website visual composition, navigation, architecture, and consumer pathways to conversion.

The purpose is to uncover troubles that may hamper user delight and search rankings, with the consequential refinement of overall operation.

The UX audit examines the following:

  • Clear composition and intuitive navigation. The online store’s visual composition and navigation elements are called to guide visitors in their search. The better they lead consumers toward their goal, the more likely the consumers will be to make the purchase.
  • The proper work of buttons and links. A consumer’s failure to detect the component leading to the next stage of their journey may cause a consumer’s drop off. Make sure that your visitors have no obstructions on their way to buying your goods.
  • Site responsiveness throughout devices. Consumers may use their PC, smartphone, or tablet to access your store. Deliver them a flawless experience on any screen or device.
  • Core web vitals. These are influential ranking parameters included in Google algorithms since 2021. They comprise three performance metrics that examine the loading agility, responsiveness, and visual stability of pages. Ensure that yours correspond to Google recommendations.

Brand and Credibility Audit

This type of audit investigates how the online community identifies your brand. It involves examining the online content associated with your brand and assessing its trustworthiness. This component of SEO for an eCommerce site includes:

  • Reputation management

Evaluate the number and character of user reviews and ratings, which can influence trust and raise your shop’s ranking. When managing reviews, maintain continual interaction, address queries, and deliver the necessary advice. Encourage consumers to share impressions and information about your goods. 

  • Content quality

Analyze the value and credibility of the materials on your site. The content should be valuable, helpful, and actual. 

  • Social proof

Examine or establish your SM profiles and fill them with the appropriate and actual information. Incorporate customer testimonials and case studies to reinforce trust.


How to Set the Right Regularity for an SEO Audit?

The pace of the SEO inspections should be determined individually and can range from about once a quarter to once a year. You should set the optimal time intervals for your analysis according to several factors:

  • The size of your store. Extensive and complicated resources may need an inspection more often.
  • The degree of competition in your segment. Heading eCommerce site rankings in a fiercely competitive niche requires an excellent SEO enabled by a higher pace of audits.
  • Your marketing strategy. If you plan to grow the organic traffic to your shop, you should increase the density of your SEO audits.


Your brand’s stance on the digital landscape largely derives from your reputation through search mechanisms. As long as they favor your eCommerce site, you’ll be heading their lists. Your major task is to keep updated on how to preserve their benevolence. 

eCommerce SEO intends to refine your online space for both crawlers and consumers to aid them in discovering what they need. Once you’ve got an understanding of what SEO for an eCommerce website entails, you are empowered to lead your store toward its optimal operation. For your convenience, we’ve covered the fundamental points on how to perform an eCommerce SEO audit efficiently. Our SEO checklist comprises the core parameters you should assess to reveal the weak points of your shop, increase its authority, elevate traffic, and amplify user delight.

Check your eCommerce store performance regularly, and you’ll be well armed to reveal and remove the gaps early and obtain good chances to outperform competitors in the rankings. Let professionals accompany you on this path, as they know all the intricacies and pitfalls of the procedure and can maximize your value. 

WebMeridian’s experts specialize in software for eCommerce and are well aware of how to conduct an eCommerce SEO audit. We will align our SEO checks with your particular demands and examine every component that may need fine-tuning.

Book our eCommerce SEO audit service to propel your shop toward the ranking heights and get ready for new visitor flows and larger conversions.


What is an eCommerce SEO audit?

An e-commerce SEO audit is a multi-faceted examination of an online shop to evaluate its welfare and effectiveness. It involves examining several areas including technical, on-page, and off-page SEO, local SEO, UX, and credibility. The audit's aim is to reveal weaknesses to elevate the site's search rankings, facilitate traffic, and drive online sales.

How to do an eCommerce SEO audit?

Start by planning the audit process. Establish your goals, identify core parts for assessment, and decide on whether you will hire a professional partner. Based on our SEO best practices checklist, we advise conducting a technical examination first. Then, proceed to the other SEO audit components. Once the inspection is finished, analyze the report and prioritize your actions for improvement.

What does an SEO audit include?

An SEO audit includes a thorough review of the site's online authority constituents both within the website and beyond. They comprise keyword optimization, site structure, content quality, accessibility across devices, page load speed, backlinks, and social media stance. The audit collects various kinds of data for measuring the performance of an eCommerce store, assessing your brand’s reputation, and revealing issues.

Denys Kharlamov

Business Development Manager
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