An ecommerce SEO audit is like a health check-up for your online shop. Just as regular medical exams are required for maintaining good health, regular SEO audits ensure your website’s optimal performance. They involve a thorough analysis of various elements that influence your site’s visibility on search engines, identifying areas of strength and pinpointing opportunities for improvement.
When it comes to online product sales in South Africa, falling behind on search engine rankings can be detrimental. Regular SEO audits help to ensure your content is correctly interpreted by people and search engines alike. They uncover hidden issues that might be dragging down your site’s performance and offer actionable insights to enhance your online presence.

Understanding Ecommerce SEO

Ecommerce SEO is about making your online store more visible to potential customers who are actively searching for products like yours. It’s not just about ranking higher on search engines but about making sure the right people find your products at the right time. Imagine a small South African business selling handcrafted jewellery. With effective ecommerce SEO, this business can compete with larger brands by ensuring its products appear in search results when potential customers look for unique, handcrafted jewellery.
Unlike traditional SEO, which may focus broadly on optimising content for various purposes, ecommerce SEO is laser-focused on optimising product pages, category pages, and the shopping experience. For example, a traditional blog might aim to rank for general topics, while an ecommerce site selling running shoes needs to optimise for specific product-related keywords like “best trail running shoes johannesburg” or “lightweight running shoes for marathons.” It’s about attracting the right kind of traffic, the kind that’s more likely to convert.


Benefits of Conducting an Ecommerce SEO Audit

A comprehensive SEO audit can significantly improve your search engine rankings. An example might be a Cape Town-based online bookstore struggling to appear in search results. After conducting an SEO audit, they might discover and fixed numerous issues, such as duplicate content and poorly optimised meta tags. Within a few months, their rankings likely improve, leading to increased organic traffic and very likely, sales that follow.
User experience is also important for ecommerce success. Hard to detect technical issues can silently undermine your website’s performance. That’s why an audit can help to identify usability issues that might be frustrating your customers. Simplifying complex processes based on audit insights can result in a smoother user experience and increased conversions.


Key Elements of an Ecommerce SEO Audit

Technical SEO is the backbone of your website’s performance. It involves critical assessments like site speed, crawlability, and indexability. By addressing issues such as slow loading times, you can drastically reduce bounce rates and boost user engagement, making your site more attractive to both visitors and search engines.
On-page SEO is all about fine-tuning the details that matter. This includes optimising title tags, meta descriptions, and header tags, as well as conducting thorough keyword research and content optimisation. By strategically enhancing product pages with relevant keywords, you can drive a substantial increase in organic traffic, making your offerings more visible to potential customers.
Off-page SEO is essential for building authority and trust. It involves creating a robust backlink profile by eliminating harmful backlinks and acquiring high-quality ones through effective outreach and content marketing. This not only improves your rankings but also strengthens your domain authority, positioning your site as a trusted leader in your industry.


Conducting an Ecommerce SEO Audit

Conducting an ecommerce SEO audit involves a systematic approach to identify and resolve issues affecting your site’s performance. Here’s a step-by-step guide to help you perform an effective SEO audit:

  • Step 1: Gather the Right Tools: Before you start, ensure you have access to essential SEO tools. Some recommended tools include Google Analytics, Google Search Console, SEMrush, Ahrefs, and Screaming Frog. These tools will provide comprehensive data and insights into your website’s performance.
  • Step 2: Perform a Technical SEO Analysis:

Check Site Speed
Use tools like Google PageSpeed Insights or GTmetrix to assess your website’s loading speed. Identify and address factors slowing down your site, such as large images, excessive scripts, or server issues.
Assess Crawlability and Indexability
Utilise Google Search Console to check for crawl errors and ensure all important pages are being indexed by search engines. Make sure your robots.txt file and XML sitemap are correctly configured.
Evaluate Mobile-Friendliness
Ensure your website is mobile-friendly by using Google’s Mobile-Friendly Test. Responsive design is crucial as a significant portion of users access websites via mobile devices.
strategies that are scalable across different regions, languages, and product lines requires sophisticated coordination and resources.

  • Step 3: Analyse On-Page SEO: 

Optimise Title Tags, Meta Descriptions, and Header Tags
Review and update your title tags, meta descriptions, and header tags to include relevant keywords. Ensure they are compelling and accurately describe the content on each page.
Conduct Keyword Research
Use tools like SEMrush or Ahrefs to perform keyword research. Identify high-performing keywords relevant to your products and integrate them naturally into your content.
Improve Content Quality
Evaluate your website’s content for relevance, readability, and depth. Ensure your product descriptions, blog posts, and other content are informative and engaging, addressing the needs of your target audience.

  • Step 4: Assess Off-Page SEO: 

Review Backlink Profile
Analyse your backlink profile using tools like Ahrefs or SEMrush. Identify toxic or low-quality backlinks and disavow them to prevent them from harming your site’s credibility.
Build High-Quality Backlinks
Develop a strategy to acquire high-quality backlinks through guest blogging, influencer outreach, and content marketing. Focus on earning links from reputable websites within your industry.

  • Step 5: Evaluate User Experience: 

Simplify Navigation and Checkout Processes
Ensure your site’s navigation is intuitive and user-friendly. Review your checkout process for potential friction points and streamline it to reduce cart abandonment rates.
Improve Internal Linking Structure
Enhance your internal linking structure to guide visitors through your site effectively and improve the distribution of link equity.

  • Step 6: Analyse Performance Metrics: 

Review Traffic and Conversion Data
Use Google Analytics to analyse traffic sources, user behavior, and conversion rates. Identify patterns and areas where you can improve user engagement and sales.
Monitor Site Performance
Regularly monitor your site’s performance using Google Search Console and other SEO tools. Track key metrics such as organic traffic, bounce rate, and keyword rankings to measure the impact of your SEO efforts.

  • Step 7: Create an Actionable Improvement Plan: 

Based on your audit findings, develop a comprehensive improvement plan. Prioritise tasks based on their potential impact and ease of implementation. Assign responsibilities and set timelines to ensure your SEO strategy is executed effectively.



Regular ecommerce SEO audits maintain and improve your website’s performance. They help you stay competitive, attract more organic traffic, and convert visitors into customers. Investing time and resources into regular audits can lead to significant improvements in your online presence and business success. They are not just a best practice—they are a necessity for long-term success. So, take action today, conduct an SEO audit, and unlock your ecommerce website’s full potential.

<a href="" target="_self">Mark Ackermann</a>

Mark Ackermann


Mark is an SEO Strategist inspired by both early-stage channel development and mature channel optimisation. He is an expert in designing and executing customised SEO campaigns that generate organic traffic, enhance brand visibility, and increase revenue. His view is that SEO is user-centric, a practice where data, trends, strategy and teamwork come together to make search results meaningful.