Ecommerce SEO audit
A written list of what is holding your store back, in the order to fix it.
We check how Google crawls your store, which pages it keeps in its index, and how your collection and product pages are built. Then we hand you a fix list, ranked by what it should be worth.
What the audit checks
Crawling and indexing
Which pages Google can reach, and which it has in its index
Pages Google never sees cannot rank.
Robots.txt and noindex tags
One wrong line can hide a whole section.
Sitemaps
They should list the pages you want found, and nothing else.
Duplicates
Products at more than one address
Several addresses for one product split its signals between the copies.
Canonical tags
They tell Google which copy is the main one.
Filter, sort and tag pages
Thousands of filter and sort pages can use up Google's visits.
Collection pages
Titles, headings and the words above the products
Category page set-up is where broad searches are won.
Pagination
Products on page 5 of a collection still need a path in.
Product page build
Titles and descriptions, including copied maker text
Google tends to rank one copy of the same words.
Images and alt text
Google reads file names and alt text to work out what a picture shows.
Variants
Split or merged badly, they divide rankings or hide the version people search for.
Out-of-stock and discontinued products
A deleted page loses its links, and a dead end loses the shopper.
Product data
Product markup: price, stock, reviews
It decides what Google can show beside your result.
Google Merchant Center and free listings
Your products can appear in Google's shopping results for free.
Speed
Core Web Vitals on collection and product templates
Google measures loading, response to taps and layout shift.
Theme and app weight
App code loads on every page and slows each one down.
Links
Internal links
Your best pages should be the easiest to reach.
Broken links and redirect chains
Each one wastes a visit, from Google and from shoppers.
Selling abroad
Country and language versions
Shoppers should land on their own prices.
On Shopify stores it also covers product links that go through collections, tag pages and filter app addresses. More on those on our Shopify SEO page.
Audit questions
Can I not just run a free audit tool?
You can, and it is a fair place to start. Say the tool hands you 400 warnings. They all need fixing, right? Not necessarily. A tool cannot tell you which of them is costing you sales, or whether a collection should rank in place of a product. That judgement is what the audit adds. If you want to work through it yourself first, start with our free ecommerce SEO checklist.
How often should a store be audited?
Once a year is enough for most stores. Do it again after any big change: a new theme, a platform move, or a large batch of new products.