An SEO content audit helps you boost organic traffic, improve conversion rates, and create a better user experience for your Shopify store. It’s about fixing technical issues, improving content quality, and optimising pages for search engines and customers.
Key Takeaways:
- Why it matters: More traffic, higher sales, and better site credibility.
- Main steps:
- Check technical SEO (site speed, mobile optimisation, URL structure).
- Review content quality (product descriptions, blogs, category pages).
- Measure performance (traffic, conversions, keyword rankings).
- Tools you’ll need: Google Analytics, Search Console, Screaming Frog, Ahrefs, SEMrush.
- Outcome: A clear action plan to improve your store’s SEO and drive results.
Quick Process Overview:
- Set clear goals (e.g., increase traffic or conversions).
- Use tools to gather performance data.
- Fix technical issues, update content, and optimise pages.
- Track results and repeat audits regularly.
Get started today to make your Shopify store easier to find and more profitable.
Audit Preparation Steps
Getting ready for an SEO audit is all about laying the groundwork for actionable results. Here’s how to go about it.
Setting Clear Goals
Start by defining specific targets to improve your store’s performance. These might include:
- Boosting organic traffic numbers
- Increasing conversion rates
- Achieving better search rankings
- Improving content engagement (e.g., longer time on page, lower bounce rates)
Make sure these goals are measurable and tied to deadlines. Write them down with clear numbers and timelines to stay focused.
Required Tools
You’ll need a mix of tools to conduct a thorough SEO content audit. Here’s a quick breakdown:
| Tool Category | Purpose | Examples |
|---|---|---|
| Analytics | Track visitor data | Google Analytics 4, Shopify Analytics |
| Technical SEO | Monitor site health | Google Search Console, Screaming Frog |
| Content Analysis | Check content quality | Grammarly Business, Hemingway Editor |
| Keyword Research | Track keyword rankings | Ahrefs, SEMrush |
Set up these tools in advance to ensure accurate tracking and analysis.
Measuring Current Performance
Before diving into the audit, gather data on your site’s current performance. Here’s what to focus on:
1. Traffic Metrics
Take note of key traffic stats like:
- Monthly visits to product pages
- Performance of category pages
- Blog engagement levels
- Traffic split between mobile and desktop users
2. Conversion Data
Document your current conversion rates, breaking them down by product and overall store performance. Don’t forget to include your average order value.
3. Search Performance
Evaluate your search presence by looking at keyword rankings, click-through rates, and local visibility.
Organise all this information in a spreadsheet. These baseline metrics will act as your reference point for the deeper technical and content analysis that follows in the audit.
Main Audit Components
This section breaks down the key parts of your audit, helping you identify areas for improvement based on your baseline metrics.
Technical Review
The technical setup of your store plays a big role in its search performance. Here’s what to focus on:
Site Speed
- Test the loading speed of important pages.
- Check server response times.
- Monitor Core Web Vitals scores.
- Review image compression and caching settings.
Mobile Optimisation
Ensure your site is mobile-friendly by verifying responsive design, touch-friendly navigation, proper content scaling, and fast load times on mobile networks.
URL Structure
- Keep URLs short, logical, and naturally include relevant keywords.
- Ensure a clear and logical hierarchy.
Once the technical groundwork is solid, you can focus on optimising individual pages.
Page Optimisation Check
Each page should be reviewed to maximise its SEO performance. Pay attention to these elements:
| Element | What to Check | Best Practice |
|---|---|---|
| Meta Titles | Character length | 50-60 characters |
| Meta Descriptions | Content relevance | 150-160 characters |
| Headers | Hierarchy | Clear H1-H6 structure |
| Image Alt Text | Descriptiveness | Include product details |
This step ensures each page is set up to perform well in search rankings.
Schema Markup
Use schema markup to help search engines understand your content better:
- Add product schema for item pages.
- Use review markup for testimonials.
- Apply organisation schema for business information.
- Include breadcrumb markup for navigation.
Content Assessment
The quality of your content affects both search rankings and user engagement. Here’s what to review:
Product Descriptions
- Ensure each description is unique and tailored to customer needs.
- Include key specifications and features.
- Use consistent formatting.
Blog Content
- Optimise content with relevant keywords.
- Check the internal linking structure.
- Update content to keep it relevant.
- Monitor reader engagement metrics.
Category Pages
- Write unique, helpful descriptions for each category.
- Link to relevant subcategories.
- Maintain appropriate keyword usage.
- Ensure navigation is clear and user-friendly.
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Results and Action Plan
Wrap up your audit by pulling all findings together and crafting a clear action plan. This step transforms raw data into practical steps for improvement.
Audit Report Structure
Organise your report to emphasise key findings and prioritise actions.
Executive Summary
- Key site performance stats
- Main issues uncovered
- Top-priority recommendations
- Anticipated results
Detailed Findings
Use a spreadsheet to break down findings, with columns like:
| Column | Description | Priority Level |
|---|---|---|
| Page URL | Location of the affected page | – |
| Issue Type | Technical, Content, On-page | High/Medium/Low |
| Current Status | Existing performance data | – |
| Recommendation | Specific actions to take | – |
| Expected Impact | Predicted improvements | – |
| Implementation Time | Estimated hours needed | – |
Once documented, prioritise and schedule these tasks based on their importance.
Implementation Timeline
Plan your updates considering available resources, complexity, potential impact, and any seasonal trends. Keep a close eye on progress as you roll out changes.
Performance Metrics
After completing the report, track progress using these performance indicators:
Traffic Metrics
- Organic traffic and session engagement
- Average session duration
- Bounce rate across different page types
Conversion Metrics
- Add-to-cart percentage
- Checkout success rate
- Revenue per organic visitor
- Interaction with category pages
Search Performance
- Keyword positioning
- Click-through rates (CTR)
- Featured snippet visibility
- Page indexing health
Monitor these metrics monthly to refine your strategy as needed.
For Shopify stores with more complex setups, consider creating separate dashboards to track:
- Product pages
- Collection pages
- Blog posts
- Landing pages
This segmentation helps pinpoint high-performing areas and where to focus your efforts.
Next Steps After Audit
Making Changes
Start by addressing the most pressing technical issues that affect performance and user experience. Follow a step-by-step schedule to ensure changes are implemented efficiently.
Implementation Timeline
| Timeline | Focus Area | Key Actions |
|---|---|---|
| Week 1-2 | Technical Issues | Fix broken links, improve page speed, resolve indexing issues |
| Week 3-4 | On-page Elements | Update meta descriptions, headings, and image alt text |
| Week 5-6 | Content Updates | Revise product descriptions, improve category pages |
| Week 7-8 | URL Structure | Set up redirects, clean up URL parameters |
Log every change in a centralised spreadsheet with columns for:
- Page URL
- Changes made
- Date of implementation
- Performance metrics (before and after)
Once updates are made, track their impact using relevant performance metrics.
Progress Tracking
Focus on these key metrics: page load time (aim for under 3 seconds), mobile usability, organic traffic, conversion rates, and keyword rankings.
Set up custom dashboards in Google Analytics to monitor performance by page category. Review data weekly during the first month after changes, then shift to monthly reviews once performance stabilises.
Future Audit Schedule
Regular audits are essential to maintaining SEO health over time. Use the following schedule for ongoing evaluations:
Quarterly Reviews
- Check technical SEO health
- Analyse content performance
- Monitor keyword rankings
- Assess competitors’ strategies
Semi-annual Deep Dives
- Conduct a detailed content audit
- Evaluate user experience
- Review site structure
- Analyse backlink profiles
Annual Strategic Review
- Perform a full-scale SEO audit
- Study market trends
- Review technology tools and platforms
- Set performance goals for the year
Plan audits at least two months before major shopping seasons to ensure your site is optimised for peak traffic. Keep a well-organised record of audit findings and actions taken to track patterns and long-term progress. This documentation is invaluable for refining your SEO strategy over time.
Conclusion
Key Takeaways
Regular SEO content audits are essential for improving your Shopify store’s search rankings and boosting conversions. These audits help uncover opportunities in areas like technical performance, content, and usability.
Here’s how SEO content audits can make an impact:
| Focus Area | Benefit |
|---|---|
| Search Visibility | Better rankings |
| User Experience | Faster loading pages |
| Content Quality | More targeted product info |
| Technical Health | Improved technical setup |
| Revenue Growth | Increased sales |
A well-structured audit plan ensures your store performs at its best, across all critical areas. Regular audits are the backbone of steady, organic growth.
By tapping into expert guidance, you can take these benefits even further.
Alinga Services
If you’re based in Gold Coast, Brisbane, or nearby, professional services can help you maximise the results of SEO audits:
“We use proven strategies, tailored design, & innovative technologies to make beautiful and conversion optimised eCommerce experiences on Shopify Plus.”
Alinga offers ongoing support through:
- Conducting in-depth SEO content audits
- Customising and optimising Shopify themes
- Continuously refining SEO strategies
- Implementing changes to enhance conversions
With Alinga’s team of Shopify developers, designers, and SEO specialists, you can turn audit findings into real, measurable improvements for your business.
Do you require a leading eCommerce company you can trust to help you achieve your online vision? Your one-stop shop is Alinga. We are a full-fledged eCommerce company specialising in developing high-performing and scalable Shopify stores. Your strategy and user experience come first, and we then establish and relocate everything for you. Choose Alinga to discover what it’s like to collaborate with an eCommerce team that is focused on objectives and truly achieves your goals. Contact us right away so we can work together to develop something incredible!
