Conducting an SEO Audit: Best Practices
This article offers a comprehensive guide to performing an SEO audit that aligns with modern search engine expectations and user behavior. You’ll uncover the foundational elements of a well-executed audit—from technical crawlability to content structure—while learning how to uncover and correct hidden roadblocks that could hinder your organic performance.
Here's what this first section will cover:
Why a strategic SEO audit is the backbone of growth for eCommerce brands
Core technical SEO elements to check first, including speed, mobile, indexing, and crawling
Tools and frameworks to identify site architecture flaws, crawl issues, and broken links
How Google Search Console, Core Web Vitals, and schema markup help you identify the health of your site
Real tips for auditing your eCommerce site and improving organic visibility
Let’s start at the source.
Why an SEO Audit Isn’t Optional Anymore
An SEO audit isn’t a luxury—it’s a necessity. Whether you’re a SaaS platform, a content powerhouse, or a product-based brand like Easy Ecommerce Marketing, neglecting regular audits is like ignoring your site’s yearly health checkup.
Your organic visibility is directly tied to how well your site performs in search engines. Search engines rely on hundreds of ranking factors—many of which you can control with the right audit approach. That’s why Conducting an SEO Audit: Best Practices isn’t just a checklist; it’s a method for sustained growth and adaptability.
Step 1: Crawl Before You Run
Before diving into titles, content, or backlinks, start with a comprehensive crawl of your site. Tools like Screaming Frog or Ryte SEO Tools help you simulate how Googlebot sees your site.
“If search engines can't properly crawl your website, your content might as well not exist.”
What to look for in your initial crawl:
Broken links (404 errors)
Duplicate content
Improper canonical tags
Missing meta titles and descriptions
Deep click-depth issues (how many clicks from the homepage)
Improper 301 redirects or redirect loops
Orphan pages with no internal links
An audit without crawl diagnostics is just a content review. You need the full picture.
Step 2: Address Core Technical SEO Issues
The engine behind SEO isn’t just content—it's the site’s technical foundation.
Mobile-Friendliness
Google's mobile-first indexing means mobile usability issues can tank your rankings. Use Google’s Mobile-Friendly Test and focus on:
Tap targets and spacing
Readability without zoom
No horizontal scrolling
Page Speed & Core Web Vitals
Tools like Google PageSpeed Insights or Lighthouse can help you assess:
Largest Contentful Paint (LCP)
Cumulative Layout Shift (CLS)
Interaction to Next Paint (INP)
These elements are central to Google's Page Experience update and influence your visibility in Search Engine Results Pages (SERPs).
Indexing and Crawl Budget
Not every page should be indexed, and not every indexed page is helping you. Look for:
Pages blocked in robots.txt
Noindex directives where they shouldn't be
URL parameters causing index bloat
Wasted crawl budget on thin content
This is also where tools like Google Search Console come in handy—look for Index Coverage errors and clean them up proactively.
For support on site structure cleanup, visit our services page.
Step 3: Audit Your Sitemap and Robots.txt
Your XML sitemap should reflect the actual structure of your site—and be free of:
Redirected URLs
Non-canonical duplicates
404s or broken links
URLs blocked by robots.txt
Speaking of which, your robots.txt file should help Google focus on the important parts of your site. It should block out admin pages, faceted navigations, and internal search results.
Many eCommerce sites forget to update these files when launching new collections or promotions. That leads to indexing issues and misdirected bots.
Step 4: Structure Your Site for SEO and UX
A well-structured site isn't just better for Google—it's better for users. Good site architecture should:
Keep your most important pages within 3 clicks from the homepage
Use internal linking to guide both users and crawlers
Incorporate breadcrumbs for clarity
If you're operating with disorganized navigation or scattered URLs, you’re diluting authority and hurting UX. Structure supports your content strategy, enhances keyword optimization, and strengthens your authority score across categories.
Good site structure = better crawlability + improved conversions.
Need help mapping this out? Start with a free SEO audit to uncover architecture flaws.
Step 5: Perform a Content Quality Audit
Google's algorithm has matured beyond keyword stuffing. It now prioritizes helpful, relevant, and original content—especially across product and collection pages. An effective content audit includes:
Evaluating content depth: Are your descriptions and blogs solving real user problems?
Eliminating duplicate content: Especially across similar SKUs or categories.
Addressing content freshness: When was your blog or collection page last updated?
Auditing keyword density: Not too little, not too much—aim for contextual relevance.
Improving readability and formatting: Use headings, bullet points, and concise paragraphs.
Audit tools like Ubersuggest or Screaming Frog can also flag content gaps and keyword cannibalization, where multiple pages compete for the same term.
For an example of well-structured, purposeful content, check out our blog at Easy Ecommerce Marketing.
Step 6: Optimize On-Page SEO Elements
Every page on your site should have the basics covered, which includes:
Meta Titles and Descriptions
Unique to each page
Includes a primary keyword
Written for humans, optimized for CTR
Header Tags (H1–H3)
One clear H1 per page
Use subheadings to break up content
Alt Text for Images
Descriptive and keyword-relevant
Especially important on product images
Canonical Tags
Prevent duplicate content from harming rankings
Should point to the primary version of a page
Structured Data / Schema Markup
Add product schema to improve visibility in SERP features
Use FAQ or Review schema on content-rich pages
These on-page elements help search engines understand your content while making it more appealing for users scanning search results.
Step 7: Map Your Keyword Optimization Strategy
Effective keyword targeting is the difference between content that ranks and content that disappears.
Key audit questions:
Are you targeting long-tail keywords relevant to user intent?
Have you mapped keywords by funnel stage (awareness → conversion)?
Are you overusing the same keywords across multiple pages?
This is also a good time to analyze content gaps—search terms your audience is looking for that your site doesn't yet target. Tools like GA4 and Google Search Console can uncover valuable queries you're already appearing for but not capitalizing on.
Step 8: Benchmark Against Your Competitors
Now that you’ve optimized internally, it’s time to look outward.
Why Competitive Analysis Matters
You’re not just competing for rankings—you’re competing for clicks, trust, and conversions. A thorough audit involves evaluating the backlink profile, content structure, and keyword focus of top competitors in your space.
When comparing against your competition:
Identify their most linked content
Analyze their domain authority / authority score
Review their product copywriting approach
Examine their internal linking strategies
Track how often they appear in featured snippets or SERP features
Competitor analysis not only highlights weaknesses in your own strategy but reveals industry trends and emerging search behaviors.
Step 9: Evaluate Off-Page SEO Health
Your audit should also assess how authoritative your site is in the eyes of search engines.
What to look for:
Quality of backlinks, not just quantity
Diversity of referring domains
Lost or toxic backlinks (disavow as needed)
Opportunities for content-driven link building
If you’ve recently undergone a drop in rankings or impressions, this could be the result of manual actions or algorithm updates—both of which need to be cross-referenced with Google Search Console.
Backlink tools like Ahrefs or SEMrush can assist here, but don’t forget the basics: Create genuinely link-worthy content and outreach with purpose.
Tip: If your backlinks all point to your homepage and none to your product pages, you’re missing a major ranking opportunity.
Step 10: Document and Prioritize Your Findings
An SEO audit without prioritization becomes an endless to-do list. Once you've compiled your insights, organize your findings into three clear action categories:
✅ High Priority (Quick Wins + Major Impact)
Fixing broken links
Resolving indexing issues
Implementing missing canonical tags
Addressing mobile usability failures
🛠 Medium Priority (Structural Enhancements)
Restructuring internal linking
Reducing click depth for buried pages
Consolidating duplicate or cannibalized content
Improving page speed via image compression or code optimization
🔁 Low Priority (Long-Term Opportunities)
Refreshing older blog content for content freshness
Localizing content with hreflang tags (if applicable)
Monitoring bounce rate and CTR for low-performing pages
Use tools like Trello, Notion, or even a well-structured spreadsheet to track progress and assign responsibility.
Step 11: Build a Reporting and Monitoring System
What gets measured, gets improved.
Create a dashboard to track the core metrics impacted by your audit, such as:
Organic traffic (via Google Analytics 4)
Indexed pages and crawl errors (via Google Search Console)
Keyword rankings for primary pages
Core Web Vitals (updated regularly)
Backlink health (via your preferred SEO tool)
Pages receiving new clicks from Search Engine Results Pages (SERPs)
Include filters that track specific campaign or seasonal updates—especially important for eCommerce stores like Easy Ecommerce Marketing with rotating promotions or product updates.
Step 12: Use SEO Automation Tools Wisely
To avoid repeating the full audit every quarter, set up automated alerts and audits. Here are some ways automation can support you:
Schedule monthly crawls with Screaming Frog or Ryte
Set up alerting in Google Search Console for manual actions or mobile usability issues
Use SEO automation tools to track keyword drops or spike in CTR
Configure weekly reports for Core Web Vitals and site speed
Automatically scan for schema markup errors
Automation doesn’t replace a strategic eye—it simply allows you to focus energy where it matters most.
Step 13: Integrate SEO Into Your Ongoing Strategy
A one-time audit will give you a snapshot. But integrating SEO into your regular marketing workflow will give you compounding results.
How to Build SEO Into Your Marketing:
Pair blog content with product or collection pages using content pillars
Include SEO checks in your new product launch process
Regularly review content length and formatting for UX
Track the impact of Google updates on your core pages
Refresh high-performing posts quarterly to maintain ranking
Most importantly, adopt the mindset that SEO is not a silo—it touches every part of your digital experience.
Looking for tailored guidance to integrate SEO into your growth model? Start with a free audit and let us help you uncover where your brand stands today.
Final Thoughts
An SEO audit is more than a cleanup exercise—it’s a competitive strategy.
Done right, it reveals opportunities for:
More traffic
Better user experience
Higher conversions
Long-term sustainability
The key isn’t to chase algorithms. It’s to build a technically sound, content-rich, and user-friendly site that grows with you. Whether you’re fixing structural issues or optimizing for the latest Core Web Vitals, you now have the roadmap to execute a best-in-class SEO audit.
For expert help scaling your SEO performance, explore our services designed specifically for eCommerce brands building their own legacy.
FAQ: Conducting an SEO Audit – What You Still Need to Know
1. How often should I conduct an SEO audit?
At minimum, a full SEO audit should be done every 6 months. However, for actively growing or content-heavy sites, a quarterly audit is recommended. Smaller technical or on-page updates (like fixing broken links or updating meta descriptions) can be done monthly or even weekly depending on your website’s size.
2. Do I need to hire an SEO agency to perform an audit?
Not necessarily. If you have access to tools like Google Search Console, GA4, and Screaming Frog, you can do much of the work in-house. However, hiring an agency like Easy Ecommerce Marketing can provide deeper technical expertise, save time, and uncover issues you might miss without a seasoned eye.
3. Is there a difference between a technical SEO audit and a full SEO audit?
Yes. A technical SEO audit focuses specifically on backend issues like site speed, crawling, indexing, mobile usability, and structured data. A full SEO audit includes technical aspects plus content, on-page SEO, keyword usage, competitor analysis, and backlinks.
4. What’s the first thing I should fix if my audit uncovers dozens of issues?
Start with critical errors that affect site accessibility and indexation, such as:
Broken internal links
Incorrect canonical tags
Duplicate content issues
Blocked resources in robots.txt
These prevent search engines from properly crawling and understanding your site, so they should be your top priority.
5. How can I tell if my audit is actually improving my SEO?
Track progress through measurable KPIs:
Organic traffic growth via GA4
Keyword ranking improvements
Reduction in crawl errors in Search Console
Better Core Web Vitals scores
Increase in impressions and clicks in SERPs
Monitoring these indicators over time shows whether your audit and follow-up actions are delivering results.
6. How does site architecture affect SEO audits?
Poor site architecture can result in:
Orphan pages that don’t rank
Deep pages that take too many clicks to find
Wasted crawl budget
Diluted internal link equity
A well-structured site improves both UX and SEO performance, making audits more effective in identifying optimization points.
7. Are SEO audits different for eCommerce websites?
Yes. eCommerce SEO audits require special attention to:
Product and collection page indexing
Duplicate content across variants
Image optimization and alt text
Structured data for products and reviews
Pagination and filtering issues
These factors make eCommerce audits more complex than audits for service or blog-based websites.
8. Should I audit third-party tools and apps that impact my site?
Absolutely. Many plugins and third-party scripts (like chat apps, review tools, and analytics) can:
Slow down your site
Load unnecessary scripts
Cause conflicts with other tools
Always include them in your audit—especially during the site speed and Core Web Vitals review.
9. Can I automate parts of my SEO audit?
Yes. While manual checks are still essential, many tasks can be automated:
Site crawls (Screaming Frog, Sitebulb)
Page speed checks (PageSpeed Insights API)
Keyword tracking (SEMrush, Ahrefs)
Error alerts (Google Search Console notifications)
Set up these tools to run on a schedule and send reports directly to your inbox.
10. What happens if I ignore the issues found during an SEO audit?
Ignoring audit results can lead to:
Loss of organic traffic
Missed revenue opportunities
Crawling/indexing issues snowballing
Poor user experience
Falling behind competitors who are optimizing continuously
An audit only works if it’s followed by action. Treat it as a strategic roadmap, not just a diagnostic.
