When was the last time you or someone from your team thought about your online store's technical SEO condition? The purpose of this post is to show you the hidden areas of an e-commerce SEO audit, see the bigger picture, and understand how an SEO audit can benefit your online store’s traffic and conversion rates.
Investing in a variety of support services for your e-commerce store can be akin to fire-fighting, you’re laser focused on urgent tasks while de-prioritizing the rest of your environment. Your to-do list is long with pressing tasks like hiring new staff, onboarding them to the team & processes, renegotiating prices with suppliers and delivery partners, handling customer inquiries and creating content and marketing strategies… Everything you must do to keep your head above the water in this post-pandemic world.
This post talks about the hidden benefits of an e-commerce SEO audit, let’s start with the obvious question:
When was the last time you or someone from your team thought about your online store’s technical SEO condition?
You are probably aware of the approximate share of traffic that comes from organic - but as the paid traffic invoices keep coming in month after month, optimizing that channel for ROI ends up as priority. We’re making the case that investing in organic should be next on the list.
One of the purposes of this post is to help you understand the areas we are focusing on during the audit process. We will help you to see the bigger picture and understand the direct and indirect benefits of a quality SEO audit which will benefit your online store’s traffic and conversion rates.
Let’s analyze, detect, understand and suggest meaningful improvements for improving your qualified organic traffic and customer acquisition.
Search engines (like Google) are the UI’s and apps users depend on to show and rank query results. If search engines have trouble finding and understanding your content, the chances to get quality traffic decrease with every site crawl.
To attract quality traffic and improve conversion rates, you need to do your best to make search engines’ life easier. You will do that by bringing your store's state of technical SEO in ship-shape.
What does that mean? While auditing your online store, we are making sure we check if it can be easily discovered, crawled, understood, indexed - and ultimately ranked by search engines for specific user queries.
Things like: Google Analytics organic traffic check, duplicate or thin content issues check (internal site search results, canonicals, meta robots...), robots.txt, on-page SEO, structured data markup, XML sitemap, Core Web Vitals…
Now that you have a basic understanding of the areas we are looking into while doing a technical SEO audit of your store, we can uncover some common areas where we often find a lot of areas for improvement.
We’ll be listing some of the main questions whose main goal is to put a spotlight on the important areas of your online store:
Duplicate content won’t get you penalized but it definitely makes search engines' job hard to decide which version is more relevant to certain queries. It also dilutes the visibility and strength of duplicated URLs.
Most of them should be hidden. Otherwise, you may end up with thousands of URL combinations causing duplicate content.
If a high volume of related queries for a specific combination exists, you should start planning to push those URLs in front of search engines…and we can help you with that.
Having side navigation, often times people just force using attributes there, while in some cases adding subcategories instead would make much more sense.
If not, these should definitively be added because breadcrumbs serve as second-level navigation, making users understand your site better and navigate easier.
Once you’ve added breadcrumbs, you should spice things up with the breadcrumb markup so search engines and users get another indicator for understanding the page's position in the site hierarchy.
Product Page Indexing
Product Feed and Google Merchant Center Account
Even if you are not running PLA’s (Product listing ads or Google Shopping), your results can still appear in unpaid results under the “Shopping” tab. This is an opportunity that you need to take.
Core Web Vitals
Quality SEO audit requires a holistic approach. We don’t just crawl your site with some of the tools that are on the market and export the final, oftentimes a generic list of recommendations for fixes.
We observe your store both from search engine and users’ perspectives. On top of SEO and UX best practices, we include our years of experience in e-commerce tailored to your vertical while taking into consideration platform abilities & limitations. We’ll provide our recommendations for improvements and support you in implementing and optimizing for success.