Navigating the digital marketplace can feel like sailing in uncharted waters. That’s where an e-commerce SEO audit comes in. It’s your compass, guiding you to understand your site’s performance and visibility in search engines. An SEO audit is more than just a checklist. It’s a deep dive into your site’s health, identifying strengths, weaknesses, and opportunities for growth. From technical aspects to content and backlinks, every element plays a vital role.

Let’s explore the crucial elements of an e-commerce SEO audit that’ll help you sail smoothly toward success.

Understanding SEO Audits

An SEO audit is not just a necessity — it’s a game changer. Without it, you’d be blindly navigating your digital business. An SEO audit acts as a compass, pointing out the directions your website needs to take for maximal visibility and performance.

Importance of SEO Audit for E-commerce Websites

An SEO audit highlights your site’s strengths, weaknesses, and growth opportunities. By thoroughly examining the health of your site, including its technical aspects, content, and backlinks, you get a comprehensive view of its SEO performance.

With an SEO audit, you can track the effectiveness of your current SEO protocols, identify areas that need improvement, and develop strategies to enhance your site’s performance. Greater visibility on search engines leads to more traffic and, consequently, more sales opportunities for your e-commerce business.

Key Objectives of an SEO Audit

Let’s delve into the main objectives of an SEO audit. The primary goal is to understand how your website is performing in terms of SEO and identify areas of improvement.

By conducting an SEO audit, you aim to:

  1. Determine the effectiveness of your site’s current SEO strategies.
  2. Identify technical issues that may interfere with your site’s search engine ranking.
  3. Evaluate your site’s backlinks and content to ensure they’re contributing to its SEO performance.
  4. Understand the behavior of your site visitors and adapt your strategies accordingly.

Elements of an SEO Audit

Website Structure and Navigation

The structure and navigation of your website are crucial for both search engines and visitors. Search engines crawl your site more efficiently with a well-structured layout. Visitors find what they need quickly, enhancing their overall experience. If a user can’t navigate your site with ease, they’re likely to leave and look elsewhere.

An SEO audit will check for crawl errors, broken links, and redundant pages. It’ll also ensure that each page on your site has a unique URL, as duplicate URLs can confuse search engines. Having a sitemap can also aid in effective crawling, so don’t forget to update it regularly.

Page Load Speed Optimization

Page load speed is a ranking factor for search engines. A study by Google found that 53% of users leave a mobile page if it takes more than 3 seconds to load.

Keep speed in mind, and remember, the faster your site loads, the better the user experience. Slow-loading sites can lead to user frustration and contribute to high bounce rates. By conducting a technical SEO audit, you can delve into your site’s load speed, identify performance issues, and receive tailored solutions to optimize load times effectively.


With over half of all internet traffic originating from mobile devices, the importance of ensuring your website is mobile-friendly is a key concern. Your mobile site should mirror the effectiveness of your desktop version, offering seamless navigation, swift loading times, and visually appealing design elements to enhance user experience across all devices.

Conducting an SEO audit plays a crucial role in evaluating your site’s mobile usability, guaranteeing that mobile users encounter a smooth and efficient browsing journey. Moreover, a mobile-friendly website not only caters to user preferences but also aligns with Google’s algorithms, potentially leading to improved rankings on search engine results pages (SERPs)


On-Page SEO Factors

On-page SEO factors focus on optimizing particular web pages to ensure they are search-engine-friendly and offer enhanced user experience. Let’s discuss a few key on-page SEO factors that are pivotal in an audit.

Keyword Research and Optimization

Getting your hands on the right keywords is paramount. It acts as the foundation of all your SEO efforts. Keyword Research and Optimization involve finding and implementing the most relevant keywords in your website’s content, title tags, meta descriptions, and URLs.

Identify these keywords and make a note of their frequency in your content. Is it too much, too little, or just perfect? It’s through these findings that you can take the correct steps to optimize your site.

Content Quality and Relevance

Your online content must not only contain the right keywords but also be engaging, readable, and useful to your audience. In the world of SEO, content is King.

Content relevance plays a pivotal role in user experience and website ranking. Search engines are getting increasingly shrewd at identifying and rewarding high-quality content, so make sure yours is up to the mark.

Meta Tags and Descriptions

The SEO audit would be incomplete without analyzing your Meta Tags and Descriptions. Meta tags and descriptions help search engines understand what your page is about. Plus, they are often the first lines that potential visitors see.

Check your meta tags for appropriate keywords and make sure they’re unique for every page. Optimize your meta descriptions to be engaging and enthralling while encouraging clicks to your page.

Off-Page SEO Considerations

Beyond mastering on-page factors, a comprehensive SEO audit must also examine crucial off-page elements.

Backlink Profile Analysis

A potent weapon in your e-commerce SEO arsenal is a strong backlink profile. If you’re asking why, then you’ve not entered the competitive realm of search engine rankings. Search engine algorithms favor websites with high-quality and relevant backlinks. Thus, it’s crucial to assess the quality, diversity, and relevance of your backlinks frequently.

SEO software tools are commonly employed for this analysis. They can help you identify potentially harmful backlinks and opportunities for new, high-quality links. Make sure you regularly monitor your backlink profile for stability and growth using these tools.

Social Media Impact on SEO

While social media signals aren’t typically regarded as direct SEO ranking factors, you shouldn’t discount their effect. Research reveals a correlation between robust social media activity and higher search engine rankings.

Despite no official declaration from search engines that they consider social media influence, many successful brands consider this an indirect benefit. Strong social media follower counts, shares, likes, and comments indicate to search engines that your brand is relevant and valuable to its audience.

Executing a thorough e-commerce SEO audit is a critical step toward understanding and enhancing your website’s visibility and performance in search engines. By meticulously examining elements such as website structure, page load speed, mobile-friendliness, on-page SEO factors, and off-page considerations, you gain invaluable insights into the strengths and weaknesses of your site. Remember, the ultimate goal of an SEO audit is not just to find faults but to identify opportunities for improvement and growth. An effective audit sets the stage for increased traffic, better user engagement, and, ultimately, higher sales conversions. Keep these elements in check, and you’ll be well on your way to sailing smoothly through the competitive digital marketplace.

Reach out to our team at Boostability if you want to improve your E-commerce SEO. We’re experts in label SEO, and we’ll help your business succeed online.



Kristine is the Director of Marketing at Boostability. She brings a decade's worth of communications strategy work to the company. Kristine has a Masters Degree in Leadership and Communications from Gonzaga University and graduated from BYU with her undergrad in Broadcast Journalism. She's worked in television news, public relations, communications strategy, and marketing for over 10 years. In addition to being a part of the marketing team, Kristine enjoys traveling, sports, and all things nerdy.