An SEO audit is an effective and revealing way to analyze a site’s potential, areas of weakness, and areas for improvement to achieve specific SEO goals and keyword rankings. For ecommerce sites, SEO audits are vital before embarking upon any SEO service program.
But before investing in or undertaking an SEO audit, what has to be asked? What areas should be focused on? What areas require the most improvement? These are a few questions to consider when performing an ecommerce SEO site audit to ensure you get the most out of it, and to ensure the areas which need improvement are reviewed upon.
1. Low CTR or High Bounce Rate?
Reviewing top ranked pages to determine issues and performance lapses will help eliminate the potential of SEO lapses. A low click through rate (CTR) is a common problem sites have if pages aren’t properly optimized or meta-descriptions aren’t on point. These are foundational aspects of doing SEO audits for ecommerce websites as they reveal essential yet basic information that must be address for proper SEO to be established.
If there are content issues or speed problems, bounce rates also occur. Using Google Analytics allows you to:
- Find average positions and CTR queries, as well as determine bounce rates.
- You can also review titles, meta descriptions, load speeds, and other areas of concern on your site.
Exporting this information to an Excel spreadsheet then allows you to determine areas of concern, changes to be made, and issues which are causing site rate to drop.
2. Speed & Performance Issues
You have to review all pages on your site to determine speed issues. Site speed reports are available with Google analytics which will provide speed suggestions and insights, so you can improve upon speed and load rates. Yandex also offers load rate times, HTML load page, and other speed information pertaining to your site. You can further delve into mobile and desktop sites, to find out what issues might be causing slow load rates, in turn causing SEO issues.
3. High Traffic Queries?
If competitors are ranking in high traffic queries and your site isn’t, audit will tell you why. A competitive analysis will also look at high traffic trends in other countries, including the Netherlands, Spain, and other regions of the world. Analysis can also find missing opportunities your site isn’t cashing in on, you can in turn compare this information with that of competitors, to find out which changes to make.
4. Missing Internal Links or Only XML Sitemap
When the most important pages of your site aren’t being prioritized this will hurt your rank. These “orphan” pages aren’t properly linked, so can’t be viewed by visitors. SEO crawlers allow you to integrate XML sitemaps to inform you which pages can’t be found. From there you can properly integrate them.
5. More Search Visibility
Checking if you are ranking with the right format and pages is also an area audit will delve into. This allows you to identify potential missed opportunities, and pursue missed image and content being added to your site. From there you can prioritize development and changes to be made; there are even tools allowing you to view competitor pages, and their universal search visibility profiles.
SEO audits are a great way to determine what you are missing, what areas of concern are hurting rank, and which areas of your site should be modified. If you aren’t doing as well as you would hope through search engines, consider an SEO audit which will provide you with critical information, to help increase site rank. For more information on ecommerce-specific SEO site audits, visit ClickCentricSEO.com to learn more.