Ecommerce Website Audit Checklist 2020: A Definitive Guide

Written by - Sandeep Kumar |  SEO |  May 2, 2020

Ecommerce SEO Audit
Sandeep Kumar
Sandeep is on a mission to help entrepreneurs be successful in their marketing campaigns. He believes in his client’s success more than his own. His love for mountains makes him travel to a hill station almost every month.

Ecommerce Website Audit Checklist 2020: A Definitive Guide

5 min read

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

If you have an eCommerce store then you need conversions along with the traffic on your website. For that, you need to do a 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 the people shop online in order to save time. People get more offers & discounts on online shopping. 

If you have an eCommerce store then you have to compete with Amazon, eBay, Flipkart, etc. These websites are online giants. Mostly, it becomes quite difficult for you to compete with them. 

If you want to stand on the first page of Google then you need to work on your SEO strategy. By having a strong strategy, you can compete with them. 

For creating a strong SEO strategy, you should have a better understanding of what elements on your site needs 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 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 out the broken links as it gives bad 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 important to have an appealing meta title & description in order to increase CTR.


2. Mobile-Friendly Audit

Most of the users are doing online shopping through their smartphones. So, it is essential that your website should be mobile-friendly. 

If a user opens your website on his phone and can easily navigate your products, then 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 most important 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. 

In order to increase the conversion rate, it is essential to check the website speed on a regular basis. Through GT Metrix, you can find out the files that are 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 important because for an eCommerce store, user experience matters a lot. If the users can find out products easily on the website then it is considered into the right product organization. 

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

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

5. Backlink Audit

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

6. Imagery Audit

Imagery audit helps you to ensure that you are investing in the original images which are of high-quality. These images provide the real 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 then 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 & the headlines plays a very significant role. Before making any purchase, the user reads out the description, especially the features of the product. 


By doing an eCommerce site audit, you can find out the errors and can work on it in order to increase the 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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