How to do an SEO audit in 7 steps

How to do an SEO audit in 7 steps

When you start getting involved with SEO for eCommerce for your physical business, it is essential that you can do an SEO audit to analyze how you are managing the positioning of your online store.

In addition, checking your website’s SEO also ensures that all the critical factors are in place.

On the other hand, if you have a person who handles these issues, it makes sense to do an SEO audit yourself from time to time to make sure that all the factors are covered and that your assistant is doing things correctly.

This article will show you seven of the most critical steps to consider when you’re performing a web audit to analyze your Shopify store’s SEO.

We warned you that doing an SEO audit yourself will not be accessible unless you are conscientious and keep everything in order. Ideally, you should write down all the steps in a Google doc that you can refer to.

Alternatively, you can use a checklist. Maybe the Local SEO Checklist can help you.

The 7 points that must be included in every SEO audit

If you want to know how to do an SEO audit, in this section, we will see in detail the seven points that you should touch on to check the SEO of your website.

How to do an SEO audit in 7 steps

1 Analyze

In your SEO audit the organic traffic reaching your site
It is essential to know what organic traffic is coming to your website from Google. That way, you will understand what the initial situation is.

In this first phase of your SEO audit, Google Analytics is your best ally since there you will find all the information you need to know how many people visit your website and what are your primary sources of traffic.

Another detail you should consider is the trend of visits to detect if this is ascending or if there are peaks of visits at specific times such as Black Friday or Christmas.

2 Metadata SEO Audit

Your metadata is visible in the SERPs (Search Engine Results Pages), so make sure you optimize this so that the customer’s first impression is correct.

When analyzing the SEO of your website, you should check if you mention your keywords in the meta tit and the identifier, as it will be your title and link in the SERPs.

That said, make sure it is easy to read and not just a meaningless list of keywords.

As for your meta descriptions, make them self-contained and not too long. They will show up as a snippet in the SERPs, so make sure they are conversion-oriented. That way, you’ll also get users the information they need to click through and find what they’re looking for.

On the other hand, make sure there is only one meta title and description for each page with unique keywords. You can use Google Search Console to check for any duplicates in your tags.
Also, remember that different types of tags can be added to a web page.

3 How to do an SEO audit of the site’s content

Content needs to be unique, quality, and varied, without an absolute focus on keywords throughout the site. You must generate your content for users, not for search engines.

At this stage of your web audit, it is essential to check that there is no duplicate content on your site. If your site is on WordPress, there is a chance that some same content issues may be generated on category pages. A tool like SiteLiner can help you quickly detect duplicate content, while CopyScape can look for content copied from other sites within your site.

Don’t add irrelevant keywords either. It is best to do careful research and select only a few of the most important and relevant ones for each page. Combine them and do not repeat keywords on each page. Better to use only simple variations. For example: “web marketing” and “online marketing” as different keywords.

You can do a keyword search using quick Google searches or related searches to find out what people are searching for concerning your product/service.

You will want users to go beyond just landing on your landing page, so direct them to other pages in your store and show them the path you want them to take with a call to action. If you locate

How to do an SEO audit in 7 steps

You want users to go beyond your landing page, so direct them to other pages of your store and show them the path you want them to take with a call to action. If you place the CTA well, your bounce rate will be significantly reduced, and you will increase conversions because the user will be able to navigate the website more intuitively.

An excellent way to get organized is to create a simple spreadsheet available for each page where you can write down the number of words, call to action, content issues, errors, links, etc. Create and maintain an inventory that you can easily refer to from time to time to find errors/problems and help you review all your processes.

4 URL Auditing

The fourth item included in your SEO audit template is the URL audit.

You should check that your URLs are readable for the user, making navigation easier. This is because users who have previously visited your site will have the pages cached on the computer, and if they start typing the name of the site, they should know which page in the browser they are suggested to go to.

You can’t prevent your eCommerce from using dynamic pages with long URLs, but you must check them. Also, you can get a list of all URLs by searching for a sitemap of your site or using a tool similar to Screaming Frog or XML-sitemaps.

URLs are better organized with hyphens (-) separating the words, making them easier to read. Underscores are not suggested since these signs are used in the coding language. Google does not treat underscores as word separators, but it does with hyphens.

Then, before concluding this phase of your site audit, you should review them one more time to ensure that your site has a flat architecture.

This type of architecture means that your pages are not placed in too many categories and subcategories, making it easier to navigate through the website from the home page and others.

This makes it easier for users to find what they need quickly, as the menu clearly shows all the options. However, if the categories are too broad and vague – or the menu is too extensive – it can hinder navigation.

5 Backlink audit

The incoming links that reach your website are a fundamental part of achieving a better positioning of your online store, so the whole process of link building is vital for each site.

For that reason, when analyzing web SEO, you should check the quality of each of the backlinks you receive. Links from spammy sites or link farms, for example, can hurt your rankings and even get you penalized.

You can check these links through Google Search Console. Download all the data from your website and review if any spam sites link to your site. If you think that any of these links were not built by you and are damaging your area, try contacting the site and ask them to remove the link. Or use Google Disavow Tool to let Google know to ignore these links.

The next thing you should do is check the anchor texts of those backlinks and make sure they don’t have any missing links. You can also contact the site and let them know that maybe the text is not the most appropriate.

How to do an SEO audit in 7 steps

6 Site speed audit

Users expect the site to load almost immediately.

Currently, a site that does not load fast is not well regarded compared to its competition. The waiting time for a place is 4 seconds, so you know how long it should take for your site to load.

Google Analytics has a “behavioral” section for site speed. It will give you a good idea of how long your pages take to load. Take note of any significant changes between pages and find the cause.

You can also use the Google Page Speed Insight tool to check the speed of your landing page, which will often be the first page users see. They include instructions and recommendations that allow you to work on your site to improve it.

7 Check your search engine rankings

Another essential element of your SEO audit is knowing how your online store ranks on Google.

See if you position in the first place for your brand: you have to check if your store name and your e-commerce brand name are searched in Google, and your domain appears in the first place. If this is not the case, you should fix it unless you have just set up your online store and your domain is very young.
Check your position for the most relevant keywords: you should know if you are ranking high for the most attractive keywords.
Do you already know how you will do the SEO analysis of your website?
With this example of a web audit, you can get an idea of the points you should address when you go to check the SEO of your website.

If you still have any doubts about how to do an SEO audit, we will be happy to answer your questions in the comments section.

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