How to Perform an Ecommerce SEO Audits
Evaluating business processes in an organization helps discover problematic functions and potential areas for improvement. An eCommerce audit can assist a business in identifying weak-points, discovering product ideas, improving website designs, increasing site traffic and sales.
It can help top management position holders to make better economic decisions. It helps determine the current condition of contents, SEOs, site performance, conversion rate optimization, platform analysis, and more.
The steps needed to perform in completing an eCommerce SEO audit are divided into three major activities. These include:
1. SEO Tools Audit
SEO tools help manage and improve the traffic for companies’ sites. A thing to look into in this stage is the visibility of the company’s product page to company owners and search engines.
In this part of the eCommerce audit, other major factors are also reviewed and analyzed. These include:
a) Review the current process implemented in handling the company’s expired products and content. This review should also include the redirects and links to products related to the company.
b) Review of how seasonal products or content are presently managed.
c) Review of how new products and content are handled. It is important to determine if the company’s existing resources are being maximized in launching new products and content.
d) Review the content in the company’s product pages. Determine if there is a need to improve the content in terms of quality, relevance, and optimization of keywords.
e) Review the internal linking of company products. The products of the company should be linked to other products. Category pages should also provide a link to the company’s products.
f) Review the organization of related products. Determine the appropriateness of the current way on how the company’s products are classified and arranged.
g) Review the quality of images used in the contents. Visual content should be reviewed meticulously because it is a major factor used by search engines in ranking pages.
h) Review for replicated product pages, page 404 errors, and poor internal link configurations. These issues affect the experiences of users with company content.
2. Ecommerce Platform Audit
Evaluating the current eCommerce platform is necessary for an eCommerce SEO Audit. A change of platform, however, is a difficult task and can highly affect the SEO rankings of a business. This action requires highly-skilled individuals to successfully handle the migration without hurting the current position of the company’s SEO rankings.
The following are some factors to consider in evaluating an existing platform:
The User’s experience in navigating, speed of the site, imaging, and check-out processing. These features directly impact the conversion rate optimization and subsequently SEO.
The mobile accessibility of the platform is also an important factor to consider since most users of the internet use mobile devices in accessing websites. In 2015, Google piloted its mobile-friendly algorithm and started to highly rank mobile-friendly sites.
The current cost of the existing platform may be evaluated to determine the need to switch to a cheaper but more effective platform.
The speed of a platform can affect the users’ experience with the company’s site. This will greatly affect the CRO of business and SEO.
3. Conversion Rate Audit
The conversion rate audit helps in determining the behavior of site visitors, locating holes in conversion funnels, utilizing knowledge on visitor behavior in repairing those holes, and boosting conversion rates.
In conducting a conversion rate audit, one must first determine the importance of guests’ interactions with the company’s site and content. This will help build a clearer picture of the direction of the conversion rate audit.
The company must then create a clear description of the guests who will be interacting with the company’s site and content. It is also helpful to identify the reasons why they are interacting or not with your website and content.
After defining the audience of the company’s site and content, it is important to identify where the traffic originated. This can help the company create more content to maximize the visitors’ needs. These may be through social media posts, search engine results, and paid ads.
Lastly, evaluate the current content of your site. Site content should always be up-to-date. Effective content may contain all or a combination of the following: engaging headlines, interesting sub-headlines, high-quality images, clear value propositions, testimonials from current customers, contact information, and an effective statement of persuasion.
An eCommerce audit is important to help improve current SEO tools and techniques, identify current issues, and determine ways on how to resolve these issues.
An eCommerce SEO audit is separated into three major activities. The first is the review of the existing SEO tools and techniques being implemented. Some of the activities involved in this step are a review of the relationship of site content with company products, the avoidance of repetitive content and other content- and site-related errors.
The second is the eCommerce platform audit. This requires a review of the present platform used to sell the products online. Some of the activities performed during this audit are monitoring the ease of site navigation and interactions and the mobile accessibility of the online store. Decisions regarding eCommerce platform shifting can affect the search engine rankings of an online store.
The last major step in the eCommerce SEO Audit is the conversion rate audit. This audit assists a business in understanding the site’s visitors; determine the traffic of the company’s site and the origination of this traffic. This will help a firm identify where to put more links and content.