The rise of the internet has given the world a very reliable way to sell and buy products and services without having to visit a shopping complex or mall. Currently, there are over 1.79 billion customers who are using the online ecommerce sites to buy product. In fact, ecommerce is generating over 14.3% of the world’s total retail revenue.
However, with the increase in the ecommerce trends and popularity, the issues related to it have also increased. Moreover there are ecommerce like Amazon which single-handedly acquire 50% of the ecommerce.
No way, you can stay up in the competition with the same old policies, you must upgrade it which means you will need a professional ecommerce SEO audit.
What is SEO Audit?
Ecommerce SEO Audit is the process of analysing the different aspects of your business and evaluating its users-friendliness. Click To Tweet It involves the use of some tools which review your site and come up with the changes you will need in your ecommerce. It will also help you determine the part of the website that is relatively weak or not compatible with the latest market trends.
Top Priorities of an Ecommerce SEO Audit
There are a lot of things that you must check for making a reliable report of all the ups and downs of your SEO strategies and indexing. However, to simplify the study and make it more efficient, it is divided into multiple parts.
Here are the analyses that an SEO auditor needs to perform during an audit.
In technical SEO you perform a series of analysis to verify the proper functioning of the ecommerce website. It basically checks for the technical areas of the ecommerce site and finds out the aspects which are reducing your ranking or making your website less accessible.
Here are the things you need to do in a technical Audit
Run website crawl
Every technical ecommerce SEO starts with a crawling using tools like SEMrush, DeepCrawl or Spyfu. These crawls are essential to find the broken link, poor images, bad keywords, irrelevant titles and other website errors. Crawls are also helpful in finding duplicate pages, unlinked page and excess redirect problems.
Test Website Speed
Speed is the most important parameter for every ecommerce business and its SEO strategies. Studies says that a delay of 100-millisecond can drop the website conversion rates by approximately 7%. Even a delay of two seconds in web page loading increases the bounce rate by 103%.Ahead of all, Google check the speed of website and shows the faster website first.
Therefore, use the tools like Google PageSpeed Insight and analyse the speed of your website. The tools will help you to find the speed ranking of your siteand display the potential sections that you can alter to attain better speed.
Backlinks are links on third party websites that link back to your ecommerce sites. They are an essential part of ecommerce SEO audit because they play a very crucial part in establishing your website’s authority on a search engine. Auditing the type of backlinks helps you to figure out the type of backlinks that run from your website and the areas where you should use high-value links.
The tools like Ahref and SEmush that you use for a backlink audit can also help you to check the keywords your competitors are using and adjust your strategies according to it.
Backlink audit can also help you to generate more relevant links for social media applications, which is very good way to attain more potential traffic.
Check Internal links
The ecommerce website consists of a lot of WebPages, content pages, blogs, product pages and more. It means that you will have to deal with many internal links and keep them up to date with the website changes. However, with so many linking it is possible that you forget to unlink a deleted page or create link for a new page which will have a considerable effect on your ecommerce ranking.
A technical audit of the internal links helps you to find the number of internal links on your ecommerce website which are no longer available and deal with them. This audit is also helpful in ensuring that Google can index all your content.
Mobile Optimization Status
When it comes to ensuring reliability and accessibility of your ecommerce website, mobile phone, and other smartphone plays a very vital role. More than 39% of the total ecommerce revenue comes from smart devices. Consumer studies reveal that the customer who have negative experiences with smartphone on your ecommerce site has 62% less chances of shopping from you in the future.
Auditing this aspect will help you to find the pages that are non-smartphone friendly and can take necessary action for them. It is also essential to ensure that the consumer who are accessing your website from a smartphone does not have to face long loading times or complicated navigation.
Have a look at the below pictures. They show some website that has done great work in providing multi-device compatible design.
Studies say that the first link on the search engine result page gets 32.5% clicks while the second link on the same page receives only 17.6% click. Moreover, the first page reserves 91% of the traffic. That’s why it’s essential to ensure that your website and its pages are compatible with the latest SEO algorithms of the SEO.
Here are the two types of SEO analysis that you have to do.
On-page Search Engine Optimization is the process that is implied to make your ecommerce site more search engine friendly. The On-page SEO works focuson the improvement of individual pages in order to create a more integrated and user-friendly website.
The ecommerce audit of on-page SEO will include the analysis of all the following aspects:
- Page titles: Each of the pages and posts on the ecommerce website should have a unique title and each of these titles must include Keywords of the respective page.
- Meta description: The Meta description should be short, informative, product centred, and must always include the main keyword of the page.
- Meta Tags: Meta tags are a snippet that gives a rough idea of the data in the page. For making these tags you must check the words that are most often searched on the search engine and select the once that seems relevant to your page.
- URL Structure: URLs are important for bringing more crawling and attain better search ranking. You have to make them short and try to include the targeted keyword in it.
- Keyword density: Using the keyword multiple times is good but too many repetitions can lead to banning of site. Therefore, you must ensure that the keyword density is more than 2% but never exceeds 5%.
- Image SEO: If you are using images, do include some relevant Alt Text and descriptions to make them more useful and user-friendly. You should also pay attention to the quality of the images.
The off-page Search Engine Optimisation is the ecommerce website improvement work that you perform outside the respective website. It includes promotional works like social media networking, article submissions, blogging, forum marketing, content sharing, local listing and more.
In Off-page Analysis, you have to check for the customer response to your website and services. This analysis helps you to find the popularity and the trustworthiness of your ecommerce. The results of this test will tell you about your website’s traffic, link sharing rate, social mentioning rate, bounce rate and the average time’s customers are spending in it.
There is over 12-24 million online stores that is already in the competition. Moreover, there are giants like Amazon and eBay that have the best tricks to stay at the top. So, in order to stay in the competition, you must be agile and aware of the latest trends, that’s where the competitive analysis steps in.
In this process, you define your major competitor and find different aspects of their ecommerce. You find the pricing policies they have, the market position they have attained, the website design they are using, their marketing strategies and more. This data helps you to find the weak spots of your business and the leverages you will need to attain better market than your competitors.
The Final Words
After this analysis, you will have a clear report about your ecommerce’s success and the part of the business that needs improvement. It will help you to decide the strategies that you should keep and the type of strategies you must imply in the future.
Therefore, go for an ecommerce SEO audit, every time you decide to run a new marketing campaign or at least once in every quarter. Click To Tweet It is a must to ensure success and reliable ecommerce.