How do you perform an ecommerce seo audit?

An ecommerce seo audit is a detailed analysis of an online store's website, pinpointing issues that impact its search engine visibility. The audit looks at crawlability, renderability, indexability, on-page optimization, and site performance, including Core Web Vitals. The goal is to improve organic traffic, user experience, and online sales by addressing technical and content-related seo problems.

• What is the purpose of an ecommerce seo audit?
• How do you analyze crawlability in an ecommerce seo audit?
• How do you assess renderability in an ecommerce seo audit?
• What indexing issues should you identify in an ecommerce seo audit?
• How do you analyze on-page seo for ecommerce?
• How do you analyze Core Web Vitals for ecommerce?
• How do you prioritize findings from an ecommerce seo audit?

What is the purpose of an ecommerce seo audit?

Short answer: An ecommerce seo audit identifies and fixes issues that hurt a website's performance in search results, increasing organic traffic and sales. It helps improve crawlability, renderability, indexability, and user experience.

Improving crawlability and indexability

A key goal is making sure Googlebot can efficiently crawl and index important pages, especially product and category pages. The audit identifies obstacles, like incorrect robots.txt directives, broken internal links, or a poorly structured sitemap. Fixing these makes it easier for search engines to discover and understand your site's content. This includes analyzing the impact of faceted navigation on crawl budget; large sites can easily waste crawl budget on parameter-driven URLs.

Enhancing user experience and site speed

User experience is a ranking factor. The audit assesses site speed, mobile-friendliness, and page layout. Slow loading times and a poor mobile experience can drive users away. Improving Core Web Vitals, such as Largest Contentful Paint (LCP) and Interaction to Next Paint (INP), directly contributes to a better user experience and can positively impact rankings. Aim for an LCP of 2.5 seconds or less.

Identifying technical seo issues

Technical seo issues can significantly impact a site's performance. The audit uncovers problems like duplicate content, broken links (404 errors), incorrect canonical tags, and structured data errors. Addressing these ensures search engines can accurately interpret and rank your content. Log file analysis can pinpoint crawl errors and wasted crawl budget. For example, a sudden spike in 404 errors for product images can indicate a server configuration issue.

How do you analyze crawlability in an ecommerce seo audit?

Short answer: Crawlability analysis involves checking robots.txt, sitemap.xml, analyzing server logs, and using tools like Screaming Frog to identify crawl errors and evaluate the internal linking structure.

Checking robots.txt and sitemap.xml

The robots.txt file controls which parts of your site search engines can access. Verify it's not accidentally blocking important pages. The sitemap.xml file lists all the pages you want search engines to crawl. Ensure it's up-to-date and includes all relevant URLs, especially new product pages. Always check server logs after making significant changes to robots.txt to ensure Googlebot is behaving as expected. A rule of thumb: submit your sitemap to Google Search Console and monitor for errors.

Analyzing server log files

Server logs provide valuable insights into how search engines crawl your site. By analyzing log files, you can identify crawl errors (e.g., 404s, 500s), discover which pages Googlebot is crawling most frequently, and assess how much crawl budget is being used. This information helps you optimize your site's crawl efficiency and address any issues that may be hindering indexing. For example, you might discover that Googlebot is wasting time crawling outdated or irrelevant URLs. Use a log analysis tool to automate the process; manual analysis is usually too time-consuming.

Using Screaming Frog to identify crawl errors

Screaming Frog is a powerful tool for crawling websites and identifying technical seo issues. It can detect broken links, redirect chains, duplicate content, missing title tags, and other problems that can affect crawlability. Configure Screaming Frog to respect robots.txt and crawl as Googlebot to get the most accurate results. Check out https://tomioes.tech/category/technical-seo for more info. You can also use Screaming Frog to extract internal links and analyze anchor text distribution.

Evaluating internal linking structure

Internal links help search engines discover and understand your site's content. A well-structured internal linking strategy can improve crawlability and distribute PageRank throughout your site. Ensure all important pages are linked to from other relevant pages, and avoid creating deep, isolated sections of your site that are difficult for search engines to access. Pay attention to anchor text; use descriptive keywords that accurately reflect the content of the linked page. Consider the impact of internal linking on crawl depth and PageRank flow. Aim for a shallow site architecture, with important pages no more than 3-4 clicks from the homepage.

How do you assess renderability in an ecommerce seo audit?

Short answer: Assessing renderability involves understanding JavaScript rendering methods, inspecting the rendered HTML with Chrome DevTools, and using Google's Mobile-Friendly Test to ensure content is accessible to Googlebot.

Understanding JavaScript rendering methods (CSR, SSR, SSG, ISR)

Modern ecommerce sites often rely heavily on JavaScript for rendering content. There are several different rendering methods, each with its own seo implications: Client-Side Rendering (CSR), Server-Side Rendering (SSR), Static Site Generation (SSG), and Incremental Static Regeneration (ISR). CSR can be problematic for seo because search engines may not be able to execute the JavaScript and see the content. SSR and SSG generally provide better seo performance because the content is rendered on the server and delivered to the browser as HTML. ISR offers a compromise, allowing you to regenerate static pages at intervals. The choice of rendering method impacts how Googlebot discovers and indexes your content. Googlebot uses the Web Rendering Service (WRS) to render pages.

Inspecting rendered HTML with Chrome DevTools

Chrome DevTools allows you to inspect the rendered HTML of a page. This is essential for identifying rendering issues that may be preventing search engines from accessing your content. To view the rendered HTML, open Chrome DevTools, navigate to the "Elements" panel, and inspect the page source after the JavaScript has executed. Compare this to the initial HTML source to see what content is being added or modified by JavaScript. Look for discrepancies that could indicate rendering problems. Check the "Coverage" tab to see unused JavaScript and CSS. A rule of thumb: if critical content is only visible in the rendered HTML, consider switching to SSR or SSG.

Testing with Google's Mobile-Friendly Test

Google's Mobile-Friendly Test is a valuable tool for checking whether your site is mobile-friendly and whether Googlebot can access and render its content. The tool will show you a screenshot of how Googlebot sees your page and highlight any rendering issues that may be present. Pay close attention to any errors or warnings that the tool reports, and address them accordingly. Remember that Google uses mobile-first indexing, so it's crucial to ensure your site is fully renderable on mobile devices. Mobile-first indexing started in 2019.

Diagnosing rendering issues affecting indexing

Rendering issues can prevent search engines from indexing your content, even if it's technically crawlable. To diagnose rendering problems, compare the rendered HTML with the initial HTML source, as described above. Look for missing content, incorrect links, or other discrepancies. Check your server logs for JavaScript errors or slow response times that could be contributing to rendering problems. Use Google Search Console to monitor index coverage and identify any pages that are not being indexed due to rendering issues. Remember Googlebot uses the Web Rendering Service (WRS) for rendering, and indexing happens in two waves. The first wave indexes the initial HTML, and the second wave indexes the rendered HTML.

What indexing issues should you identify in an ecommerce seo audit?

Short answer: Indexing issues to identify include duplicate content, thin content pages, incorrect canonical tags, and monitoring index coverage in Google Search Console to ensure pages are properly indexed.

Checking for duplicate content

Duplicate content can confuse search engines and dilute your site's ranking potential. Use tools like Copyscape or Siteliner to identify instances of duplicate content on your site, both internally and externally. Address duplicate content issues by rewriting or consolidating content, using canonical tags, or implementing 301 redirects. Product descriptions are a common source of duplicate content, especially when manufacturers provide the same descriptions to multiple retailers. Aim for unique descriptions of at least 300 words.

Identifying thin content pages

Thin content pages provide little value to users and can negatively impact your site's overall seo performance. Identify pages with insufficient content, such as short product descriptions or empty category pages. Improve thin content pages by adding more detailed and informative content, incorporating relevant keywords, and providing a better user experience. Aim for at least 300 words of unique content on each page. Consider adding user reviews or Q&A sections to enhance content depth.

Evaluating canonical tags

Canonical tags tell search engines which version of a page is the preferred version when multiple versions exist. Incorrect or missing canonical tags can lead to duplicate content issues and prevent search engines from indexing the correct pages. Verify that all pages have properly implemented canonical tags that point to the correct URL. Pay close attention to canonicalization issues caused by faceted navigation and URL parameters. Use a site crawler to check for canonicalization errors across your entire site.

Monitoring index coverage in Google Search Console

Google Search Console provides valuable insights into your site's indexing status. Use the "Coverage" report to monitor which pages are being indexed, identify any indexing errors, and track your site's overall index coverage. Pay attention to any pages that are being excluded from the index due to errors or other issues, and address them accordingly. The "URL Inspection" tool allows you to request indexing for individual pages and see how Googlebot is rendering them. This is useful for diagnosing indexing issues in real-time. Check the "Excluded" tab in the Coverage report to identify common indexing problems.

How do you analyze on-page seo for ecommerce?

Short answer: On-page seo analysis involves optimizing title tags and meta descriptions, improving heading structure, crafting compelling product descriptions, and adding structured data markup to enhance search engine understanding.

Optimizing title tags and meta descriptions

Title tags and meta descriptions are important on-page elements that can influence click-through rates from search engine results pages (SERPs). Title tags should be concise, descriptive, and include relevant keywords. Meta descriptions should provide a brief summary of the page's content and entice users to click. Keep title tags under 60 characters and meta descriptions under 160 characters to avoid truncation in the SERPs. Tailor title tags and meta descriptions to match the search intent of your target audience. A/B test different title tags and meta descriptions to optimize for click-through rate.

Improving heading structure (H1-H6)

Heading tags (H1-H6) help structure your content and provide context to search engines. Use heading tags to organize your content logically and highlight important topics. Each page should have one H1 tag that describes the main topic of the page. Use H2-H6 tags to create subheadings and break up your content into smaller, more digestible sections. Incorporate relevant keywords into your heading tags where appropriate. A well-structured heading hierarchy improves readability and helps search engines understand the content of your page. Use a site crawler to verify heading structure across your site.

Optimizing product descriptions

Product descriptions are a crucial part of on-page seo for ecommerce sites. Write unique and compelling product descriptions that accurately describe the product and highlight its key features and benefits. Avoid using generic or manufacturer-provided descriptions, as these can lead to duplicate content issues. Incorporate relevant keywords into your product descriptions, but avoid keyword stuffing. Focus on providing valuable information to users and answering their questions about the product. Use bullet points and short paragraphs to improve readability. Include specifications like dimensions, materials, and warranty information.

Adding structured data markup

Structured data markup (schema markup) helps search engines understand the content of your pages and display rich snippets in the SERPs. Implement schema markup for product pages, category pages, and other relevant page types. Use schema.org vocabulary to define the properties of your content, such as product name, price, availability, and reviews. Structured data can enhance your site's visibility in search results and improve click-through rates. Test your schema markup using Google's Rich Results Test tool to ensure it's implemented correctly. Monitor your rich snippet performance in Google Search Console.

How do you analyze Core Web Vitals for ecommerce?

Short answer: Analyzing Core Web Vitals involves measuring LCP, INP, and CLS, and using tools like PageSpeed Insights and Lighthouse to identify and address performance bottlenecks.

Measuring LCP (Largest Contentful Paint)

LCP measures the time it takes for the largest content element on a page to become visible. A good LCP score is 2.5 seconds or less. To improve LCP, optimize images, reduce server response times, and eliminate render-blocking resources. Use tools like PageSpeed Insights and Lighthouse to identify the largest content element on your page and pinpoint any performance bottlenecks that are affecting its loading time. Consider using a Content Delivery Network (CDN) to distribute your content globally and reduce latency. Optimize images using compression and appropriate file formats (e.g., WebP).

Measuring INP (Interaction to Next Paint)

INP measures the time it takes for the page to respond after a user interacts with it. A good INP score is 200 milliseconds or less. To improve INP, optimize JavaScript execution, reduce main thread work, and avoid long tasks. Use Chrome DevTools to profile your page's performance and identify any JavaScript code that is causing delays. Consider using code splitting to break up large JavaScript bundles into smaller, more manageable chunks. Optimize third-party scripts and lazy-load non-critical resources. Defer non-critical JavaScript to improve initial page load time.

Measuring CLS (Cumulative Layout Shift)

CLS measures the amount of unexpected layout shifts that occur on a page. A good CLS score is 0.1 or less. To improve CLS, reserve space for images and ads, avoid inserting content above existing content, and use the transform property for animations. Use Chrome DevTools to identify any elements that are causing layout shifts and address them accordingly. Set explicit dimensions for images and videos to prevent them from shifting when they load. Avoid inserting ads or other dynamic content above existing content, as this can cause unexpected layout shifts. Test your site on different devices and screen sizes to identify layout shift issues.

Using PageSpeed Insights and Lighthouse

PageSpeed Insights and Lighthouse are valuable tools for analyzing your site's performance and identifying areas for improvement. These tools provide detailed reports on your site's LCP, INP, CLS, and other performance metrics. They also offer specific recommendations for optimizing your site's performance, such as optimizing images, reducing JavaScript execution time, and improving server response times. Use these tools regularly to monitor your site's performance and identify any new performance bottlenecks that may arise. Remember that Google uses these metrics as ranking signals, so improving your site's Core Web Vitals can have a positive impact on your search engine rankings. Aim for a PageSpeed Insights score of 90 or higher.

How do you prioritize findings from an ecommerce seo audit?

Short answer: Prioritization involves assessing the impact and effort required to fix each issue, focusing on quick wins, and addressing critical technical issues first to maximize seo gains.

Assessing impact and effort

Prioritize issues based on their potential impact on your site's seo performance and the effort required to fix them. High-impact, low-effort issues should be addressed first, as these will provide the greatest return on investment. Low-impact, high-effort issues should be addressed last, as these will require significant resources for little gain. Focus on addressing issues that directly affect crawlability, renderability, and indexability, as these are the most critical for seo. For example, fixing broken links or optimizing slow-loading images. Create a spreadsheet to track issues, impact, effort, and status.

Focusing on quick wins

Quick wins are issues that can be easily fixed and have a noticeable impact on your site's seo performance. These might include optimizing title tags and meta descriptions, fixing broken links, or adding structured data markup. Identifying and implementing quick wins can provide a boost to your site's seo performance and build momentum for more complex projects. These small changes can improve the user experience and help search engines better understand your content. Monitor your organic traffic and keyword rankings after implementing quick wins to measure their impact.

Addressing critical technical issues first

Critical technical issues, such as crawl errors, rendering problems, and indexing issues, should be addressed first, as these can prevent search engines from accessing and indexing your content. These issues can have a significant negative impact on your site's seo performance and should be resolved as quickly as possible. Monitor your site's crawl errors in Google Search Console and address any issues that are preventing Googlebot from crawling your site. Ensure your site is fully renderable on both desktop and mobile devices, and that all important content is accessible to search engines. This is important for mobile-first indexing. Check your server logs for crawl errors and rendering issues.

Pro	Con
Improved organic traffic	Can be time-consuming
Better user experience	Requires technical expertise
Increased online sales	May require investment in tools
Enhanced brand visibility	Findings may be overwhelming
Identifies technical seo issues	Implementation can be complex
Optimizes site performance	Requires ongoing monitoring
Improves crawlability and indexability	May uncover deeper architectural issues
Provides data-driven insights	Interpretation needs seo knowledge

Common mistakes

• Ignoring mobile-first indexing: Make sure your site is fully optimized for mobile devices. Fix: Use Google's Mobile-Friendly Test and prioritize mobile optimization.
• Neglecting Core Web Vitals: Poor site performance can negatively impact rankings. Fix: Use PageSpeed Insights to identify and address performance bottlenecks.
• Overlooking crawl budget: Wasting crawl budget on irrelevant pages. Fix: Analyze server logs and optimize robots.txt to improve crawl efficiency.
• Not using structured data: Missing out on rich snippets in search results. Fix: Implement schema markup for product pages and other relevant content.

Alternatives

• Automated seo tools: Useful for smaller sites or for ongoing monitoring, but lack the depth of a manual audit. Better for smaller ecommerce sites.
• Hiring an seo consultant: Provides expert guidance and implementation, but can be expensive. Better when you lack in-house expertise.
• Using a diy seo checklist: A good starting point, but may not address all the specific needs of your ecommerce site. Better for learning the basics.

Quick recap

• Perform a comprehensive ecommerce seo audit to identify and fix issues affecting your site's visibility in search results.
• Focus on improving crawlability, renderability, and indexability to ensure search engines can access and understand your content.
• Optimize on-page elements, such as title tags, meta descriptions, and product descriptions, to improve click-through rates.
• Address Core Web Vitals to enhance user experience and improve site performance.
• Prioritize findings based on impact and effort, and address critical technical issues first.

What are the key components of an ecommerce seo audit?

An ecommerce seo audit typically includes a review of technical seo elements, on-page optimization, content quality, site architecture, backlinks, and competitor analysis. It also assesses mobile-friendliness, site speed, and user experience to identify areas for improvement.

How often should I conduct an ecommerce seo audit?

It's recommended to conduct a full ecommerce seo audit at least once a year, or more frequently if you're making significant changes to your website or experiencing a decline in organic traffic. Regular monitoring of key metrics can help identify potential issues early on.

What tools are essential for performing an ecommerce seo audit?

Essential tools include Google Search Console, Google Analytics, Screaming Frog, PageSpeed Insights, and a keyword research tool. These tools provide valuable data on your website's performance, crawlability, indexability, and keyword rankings, helping you identify areas for optimization.

How can I measure the success of my ecommerce seo audit?

Success can be measured by tracking key metrics such as organic traffic, keyword rankings, conversion rates, and revenue. Monitor these metrics before and after implementing the recommendations from your audit to assess the impact of your seo efforts.

Frequently asked questions

Why should I do an ecommerce SEO audit?

A: An ecommerce SEO audit helps identify and fix issues that are preventing your online store from ranking higher in search results. The audit improves crawlability, renderability, indexability, and user experience, leading to increased organic traffic and sales. By addressing technical SEO problems, duplicate content, and site speed issues, you make it easier for search engines to understand and value your content.

How does server log analysis help with an ecommerce SEO audit?

A: Server log analysis provides insights into how search engines crawl your site, uncovering crawl errors and wasted crawl budget. By analyzing log files, you can identify which pages Googlebot is crawling most frequently and address any issues that may be hindering indexing. For example, you might discover that Googlebot is wasting time crawling outdated or irrelevant URLs.

What's involved in assessing renderability during an ecommerce SEO audit?

A: Assessing renderability involves understanding JavaScript rendering methods and ensuring content is accessible to Googlebot. It's important to inspect the rendered HTML with Chrome DevTools to verify that critical content is visible to search engines. If important content is only visible in the rendered HTML, consider switching to Server-Side Rendering (SSR) for better SEO performance.

What are the limitations of an ecommerce seo audit, and what should I watch out for?

A: An ecommerce SEO audit provides a snapshot of your website's SEO health at a specific time, so continuous monitoring is essential. Search engine algorithms change frequently, so regular audits and updates are necessary to maintain optimal performance. Also, remember that an audit only identifies problems; implementing the recommended solutions requires time and resources.