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E-Commerce SEO Audit Checklist 2023: A Definitive Guide

Nowadays, just creating a website is not enough, and you can’t expect people to find you by simply creating a website. If you want organic traffic on your website, it is important to constantly evaluate your website and make the necessary changes to make it user-friendly.

If you have an eCommerce store, you need conversions and traffic on your website. For that, you need to do an SEO audit of your website.

In this blog, you will learn how to audit an eCommerce store to improve traffic and conversions.

What is the need for an eCommerce SEO audit?

These days, 80% of people shop online to save time, and people get more offers & discounts on online shopping.

If you have an eCommerce store, you must compete with Amazon, eBay, Flipkart, etc. These websites are online giants, and mostly, it becomes pretty tricky for you to compete with them.

If you want to stand on Google’s first page, you need to work on your SEO strategy. By having a solid plan, you can compete with them.

To create a strong SEO strategy, you should have a better understanding of what elements on your site need improvement. The right way to find out those elements is to conduct an eCommerce SEO audit.

How to conduct an eCommerce SEO audit?

Follow the below steps to conduct an effective eCommerce SEO audit.

1.Technical Audit

In a technical audit of the website, consider the below points, and check them step by step.

a) Firstly, check the robots.txt & sitemap of your website. It is essential because it helps Google bots to find, crawl, & index your website.

You can use tools like ‘’ to check whether it is present on your website or not. You can also check it out manually by following the below instructions:

For robots.txt,

For sitemap, 

b) Check the number of broken links or 404 error pages on your website. You can do this through Google Search Console or by using an extension (Check My Links). It is important to find the broken links, giving a terrible user experience. Due to this, the bounce rate of your website can increase.

c) Check the meta tags (both titles & descriptions) of all the pages of your website. Meta tags describe your page content to the search engines and website visitors. So, it is vital to have an appealing meta title & description to increase CTR.

2. Mobile-Friendly Audit

Most of the users are doing online shopping through their smartphones. So, your website must be mobile-friendly.

If a user opens your website on his phone and can easily navigate your products, you can get more traffic & conversions on your eCommerce store.

You can use Woorank to check the mobile friendliness of your website.

Benefits of the mobile-friendly website:

A mobile-friendly website is beneficial in many ways like;

  • Improve CTR
  • Improve user experience
  • More flexible
  • Cost-effective
  • Attract more customers

3.Speed & Usability Audit

Site speed is one of the essential parts of the website audit. Check the overall loading speed of your website and take the necessary actions to improve it.

If the loading time of your website is high, then users will come back from your website. This will increase the bounce rate of your website & decrease the traffic.

Check the website speed regularly to increase the conversion rate. Through GT Metrix, you can find the files responsible for slowing down the website, like caching, minification, compression, and image optimization.

4.Product Organization Audit

Can users navigate the products easily? Product organization is a vital part of the eCommerce site audit. Performing a site audit from this prospect is vital because user experience matters greatly for an eCommerce store. If the users can find out products easily on the website, it is considered the proper product organization.

Therefore, analyze your users’ behavior and ensure your categories are appropriately optimized. You can use analytics to understand the behavior of your audience.

While doing this audit, if you find any 404 error pages or dead pages, redirect them to the correct page.

5. Backlink Audit

Quality backlinks are an important part of SEO strategy. So, your site audit must focus on the backlink quality compared to the backlink quantity.

6. Imagery Audit

Imagery audit helps you to invest in high-quality original images. These images provide an accurate view of the product to the visitors, which builds their trust & the chances of buying the product will increase.

7.Content Audit

These days, content is the king & the foundation of a website. If your content is informational and engaging, you will get more traffic & conversions. So, it is essential to work on the content of your website.

For an eCommerce store, the content of product descriptions & headlines plays a very significant role. Before making any purchase, the user reads out the report, especially the product’s features.


By doing an eCommerce site audit, you can find the errors and work on them to increase traffic, leads, and sales. Auditing is the best thing that you can do for your online business.

If you haven’t audited your eCommerce website yet, then comment in the below section and get the auditing done by our experts.

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