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shopify seo audit guide

Shopify SEO Audit Guide: How To Do a Website Audit (2024)

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Performing a Shopify SEO audit is essential for improving your store’s visibility and effectiveness in search engine rankings.

This comprehensive process examines vital aspects of your website, such as meta tags, site structure, and content quality, to ensure they meet SEO best practices.

By pinpointing and addressing areas for improvement, you can increase the user experience, attract more organic traffic, and boost sales on your Shopify site.

Whether you’re refining product descriptions, optimizing image SEO, or supporting your backlink profile, a thorough Shopify SEO audit can significantly boost your Shopify store’s search engine rankings and overall success.

What is Shopify SEO?

Shopify SEO includes optimizing the store to improve its visibility and ranking on search engine results pages (SERPs). 

It involves implementing a variety of on-page, off-page, and technical SEO strategies tailored to the Shopify platform to attract more organic traffic, boost user experience, and increase sales.

What is a Shopify SEO Audit? 

A Shopify SEO audit is a comprehensive assessment of your online store’s SEO components to improve visibility and performance in search results.

This evaluation covers site structure, meta tags, content quality, image optimization, mobile-friendliness, page speed, and backlink profiles.

Optimizing these elements increases user experience, attracts more organic traffic, and boosts search engine rankings, ultimately increasing sales and overall store success.

Learn how to do a Shopify SEO audit and perform a thorough Shopify website audit for optimal results.

Purpose Of Shopify SEO Audit 

The purpose of the Shopify SEO audit is to thoroughly evaluate your online store’s search engine optimization to identify strengths, weaknesses, and opportunities for improvement. 

This in-depth review examines site structure, meta tags, content quality, image optimization, mobile-friendliness, page speed, and backlink profiles.

By performing a detailed Shopify website audit, you can improve user experience, attract organic traffic, and improve your store’s visibility and ranking on search engine results pages. 

This process ultimately helps boost conversions and achieve long-term success in the competitive e-commerce environment.​

Why Do You Need a Shopify SEO Audit?

Why Do You Need a Shopify SEO Audit?

Conducting a Shopify SEO audit is essential for multiple reasons, offering numerous benefits that directly impact your store’s performance and success:

1. Enhance Click-Through Rates with Optimized Meta Tags and Descriptions

A Shopify SEO audit ensures that your meta tags and descriptions are optimized.

It includes creating concise title tags containing primary keywords and compelling descriptions that summarize page content accurately.

These optimizations aim to increase your store’s click-through rates from search engine results pages.

2. Accelerate Page Load Times with Image Optimization

During an SEO audit tailored for Shopify, there is a focus on compressing large images and implementing responsive images.

This strategy aims to decrease file sizes while maintaining quality, resulting in quicker page load times.

Ultimately, this improvement increases user interaction and boosts rankings on search engines.

3. Improve Product Visibility with Structured Data

Incorporating structured data or schema markup as part of an SEO audit improves search engines’ comprehension of your Shopify store’s content.

Labeling products, reviews, and other elements, you can potentially achieve rich snippets in search results, increasing visibility and click-through rates.

4. Ensure Unique Content Across Your Store

A content audit identifies duplicate content, ensuring all product descriptions and pages are unique.

This practice prevents issues related to duplicate content, maximizes search engine performance, and delivers valuable information to customers regarding Shopify payments.

5. Strengthen Backlink Quality

Assessing the quality and relevance of backlinks during an SEO audit is crucial, especially when considering Shopify CRM.

High-quality, relevant backlinks from authoritative sites improve your Shopify store’s SEO and drive targeted traffic while removing toxic links prevents potential penalties.

6. Fix Technical SEO Issues

A technical SEO audit identifies and fixes problems like broken links, slow page speeds, and incorrect indexing.

Addressing these issues, your store becomes more easily crawled and indexed by search engines, improving overall SEO performance.

7. Optimize User Experience and Accessibility

Improving the user experience on your Shopify store is a significant advantage of an SEO audit.

It involves refining the navigational structure, integrating accessibility improvements, and ensuring a smooth, user-friendly interface.

These efforts aim to maintain visitor engagement and promote conversions effectively.

8. Utilize Analytics for Continuous Improvement

Integrating comprehensive analytics tools as part of an SEO audit enables ongoing monitoring of your store’s performance.

Consistently assessing metrics such as traffic, conversion rates, and keyword rankings aids in refining your SEO approach and adapting to shifts in search engine algorithms over time.

9. Boost Local Search Rankings

For Shopify stores targeting local customers, an SEO audit ensures consistency in business information across local directories and platforms.

Optimizing your Google My Business listing and building local citations can improve search rankings and attract nearby customers.

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When to Start a Shopify SEO Audit

When to Start a Shopify SEO Audit

Starting a Shopify SEO audit is crucial at several fundamental moments in the lifecycle of your online store.

Here are the best times to conduct an SEO audit to ensure optimal performance and visibility:

After Initial Store Setup

Conduct an SEO audit immediately after establishing your Shopify store to verify that all foundational elements are correctly optimized, especially when configuring Shopify POS hardware.

It includes reviewing meta tags, descriptions, site structure, and initial content to establish a robust SEO base.

Before Major Marketing Campaigns

If you’re launching a major marketing campaign or seasonal promotion, perform an SEO audit beforehand, ensuring your store is optimized to achieve impact, like connecting Shopify to Amazon.

Following Significant Changes or Updates 

Whenever you make significant changes to your site, such as redesigns, adding new product lines, or content updates, an SEO audit is necessary.

This process helps uncover any issues that may have arisen during the changes and ensures that all new elements are optimized.

After a Decline in Performance 

If you notice a drop in traffic, conversion rates, or search engine rankings, an SEO audit can help identify the underlying issues.

Problems may include broken links, slow page speeds, or outdated content that an audit can uncover and fix.

Regularly Scheduled Intervals

Regularly conducting SEO audits, such as quarterly or bi-annually, is crucial for maintaining your store’s SEO health.

These routine audits help you stay proactive about potential issues and ensure your optimization strategies are up-to-date with the latest SEO best practices.

Pre- and Post-Migration

When migrating your store to Shopify from another platform or making significant structural changes like a Shopify migration, conducting an SEO audit is essential before and after the transition.

It ensures that SEO elements transfer smoothly and that your new setup is optimized for search engines.

How To Perform a Shopify SEO Audit

How To Perform a Shopify SEO Audit

Performing a Shopify SEO audit is essential for maximizing your online store’s visibility, performance, and user experience.

Here’s a detailed process on how to do a Shopify SEO audit, covering on-page SEO, off-page SEO, and technical SEO aspects.

On-Page SEO

Meta Tags and Descriptions

Ensure that every page features unique, keyword-optimized meta titles and descriptions.

These elements are crucial because they significantly influence click-through rates from search engine results pages.

Create compelling descriptions to make them appealing to potential visitors.

Product Descriptions

Examine all product descriptions to guarantee they are informative, detailed, and enriched with keywords.

Avoid using duplicate content, which can negatively impact your SEO rankings.

Instead, each product should have a distinct description highlighting its unique features and benefits.


Ensure your headings (H1, H2, H3) are correctly organized and incorporate your chosen keywords.

A well-structured heading hierarchy aids search engines in understanding the primary topics and subtopics covered within your content.

URL Structure

Ensure your URLs are clear, descriptive, and contain relevant keywords. Avoid using complicated or lengthy URLs.

Each product should have a custom URL slug that involves specific keywords relevant to the product.

Internal Linking

Establish a robust internal linking strategy to aid search engines in crawling your site efficiently and guide users to related content.

It boosts both SEO and user experience by keeping visitors engaged longer.

Image Optimization

Optimize images by reducing file sizes without losing quality and including descriptive, keyword-rich alt text.

It improves load times and boosts image search rankings.

Content Quality

Regularly update and refresh your content to maintain relevance and alignment with your target keywords.

Ensure your content meets the needs and questions of your audience, offering valuable and engaging information.

Off-Page SEO

Backlink Profile

Your backlink profile is a crucial element in off-page SEO, serving as a testament to your Shopify store’s authority and relevance.

To improve your backlink profile specifically for Shopify:

Quality Over Quantity: 

Focus on obtaining backlinks from high-authority domains relevant to your industry.

For instance, if your Shopify store sells eco-friendly products, aim to get backlinks from reputable green living blogs, sustainability forums, and environmental news sites. 

Use tools like Ahrefs or Moz to identify these high-quality domains.

For example, securing a backlink from a site like Treehugger can significantly boost your credibility and search engine rankings.

Regular Audits and Disavows: 

Conduct frequent audits of your backlink profile using tools such as Google Search Console, SEMrush, or Ahrefs. Identify and disavow low-quality or spammy backlinks that could negatively impact your SEO.

For example, if you find a backlink from a gambling or adult site to your eco-friendly Shopify store, disavow it through Google’s Disavow Tool to prevent it from negatively impacting your SEO.

Build Relationships: 

Engage in guest blogging, collaborate with influencers, and participate in industry forums.

These activities can organically lead to high-quality backlinks. 

For instance, writing a guest post on a top-tier blog like Forbes or collaborating with influencers in the eco-friendly space can provide valuable backlinks and increase your brand visibility.

Social Media Integration

Integrating social media into your SEO strategy can boost your rankings by driving traffic and increasing engagement.

Here’s how to use social media effectively for your Shopify store:

Sharing Buttons on Key Pages: 

Ensure that your product pages and blog posts have social media sharing buttons. It facilitates easy sharing by your visitors, maximizing your content’s reach. 

For example, a compelling blog post about the benefits of your eco-friendly products can be shared on Facebook, Twitter, and Pinterest, driving traffic back to your Shopify store.

Active Social Media Presence: 

Stay active on key social media platforms such as Facebook, Instagram, Twitter, and LinkedIn. Consistently post news, deals, and valuable information.

For example, share customer testimonials, behind-the-scenes looks at your product creation process, or special discount codes exclusively for your social media followers.

Engagement and Interaction: 

Actively engage with your audience by responding to comments, participating in conversations, and running interactive campaigns like contests or polls.

It increases your visibility and builds a loyal community around your brand. 

For instance, a photo contest encouraging customers to share pictures of them using your product can create a buzz and generate user-generated content that further promotes your brand.

Competitor Analysis

Understanding and using your competitors’ SEO strategies can give you a competitive edge.

Here’s how to conduct a thorough competitor analysis specifically for Shopify:

Backlink Analysis: 

Use tools like Ahrefs, SEMrush, or Majestic to analyze the backlink profiles of your top competitors.

Determine the sources of their high-quality backlinks and look for opportunities to acquire comparable or superior backlinks.

For example, if a competitor has backlinks from popular industry blogs or news sites, consider reaching out to these sites with your unique content or collaboration proposals.

Content Gap Analysis: 

Identify content gaps in your competitors’ strategies and fill them with superior content.

Use tools like BuzzSumo or SEMrush’s Content Gap feature to find out what keywords your competitors rank for that you don’t.

For instance, if a competitor ranks highly for “eco-friendly home tips” and you don’t have similar content, create a comprehensive guide on this topic and promote it across your channels.

Benchmarking and Improvement: 

Compare your site’s performance metrics with your competitors.

Examine metrics like domain authority, page authority, and traffic volume.

Use this information to make your SEO plans better and more effective.

For instance, if a competitor’s blog post on eco-friendly cleaning tips is more popular than yours, examine their content to understand its success and create a more comprehensive and engaging post.

Technical SEO Audit

shopify technical seo audit

Site Speed

Improving site speed is crucial for increasing user experience and boosting search engine rankings. Use tools like Google PageSpeed Insights to analyze your Shopify store’s loading times. 

Aim for a load time under three seconds to reduce bounce rates and improve user satisfaction. While Shopify provides built-in speed optimizations, consider the following additional increasements:

  • Image Optimization: Use apps like TinyIMG to compress images without losing quality.
  • App Minimization: Remove unnecessary apps that may slow down your site.
  • Code Optimization: Minimize CSS and JavaScript files.


With Google’s mobile-first indexing, ensuring your Shopify store is fully responsive and performs well on mobile devices is essential. 

Use Google’s Mobile-Friendly Test tool to check your site’s mobile compatibility. Pay attention to the following aspects:

  • Responsive Design: Ensure your theme is mobile-friendly and adjusts smoothly across different devices.
  • Touch Elements: Make sure buttons and links are easily clickable on small screens.
  • Mobile Load Speed: Optimize for fast loading on mobile networks.

Structured Data

Implementing structured data (schema markup) helps search engines understand your content, potentially leading to rich snippets that improve visibility and click-through rates. Use JSON-LD format for easy integration with Shopify. Key types of structured data to implement include:

  • Product Schema: Provides detailed product information.
  • Review Schema: Displays star ratings and reviews.
  • Breadcrumb Schema: improves site navigation in search results.

Robots.txt and Sitemap

A properly configured robots.txt file ensures search engines can crawl your important pages. Use Shopify’s built-in features to manage this file and periodically review it to avoid blocking critical content. 

Additionally, submitting an updated sitemap to Google Search Console helps search engines index your site more effectively. Ensure your sitemap includes:

  • All important pages: Include product, collection, and blog pages.
  • Updated URLs: Regularly update your sitemap to reflect any changes.

Canonical Tags

To avoid duplicate content problems, use canonical tags to indicate the preferred version of a page. It is fundamental for Shopify stores with multiple product variations. Ensure that:

  • Canonical tags: Point to the primary version of each page.
  • Consistent use: Apply canonical tags across all duplicate or similar content.

HTTPS Security

Ensuring your Shopify store uses HTTPS is essential. Search engines prioritize secure sites, increasing trust and potential sales. Shopify offers free SSL certificates, but it’s crucial to:

  • Regularly check: Ensure all pages use HTTPS.
  • Fix mixed content issues: Fix issues with secure loading of all resources (images, scripts).

Using Google Analytics 4 (GA4)

Set Up GA4:

Ensure GA4 is set up on your Shopify store. It involves creating a GA4 property, setting up a data stream for your website, and integrating GA4 with your Shopify account via Google Tag Manager or direct integration.

Monitor Real-time Data:

Use the real-time report to track user interactions as they occur. It helps test new features and monitor user behavior immediately after making changes.

Analyze User-Centric Reporting:

Focus on user journeys and behaviors on your site. Review reports for demographics, interests, and behavior patterns. It helps identify well-performing pages and those needing improvement.

Enhanced E-commerce Tracking:

Enable increased e-commerce tracking to gain insights into user interactions with products. Examine data on product impressions, add-to-cart actions, and purchase behaviors to optimize product pages and the checkout process.

Event-driven Data Model:

Set up customized events to monitor user interactions, such as click-on call-to-action buttons, form submissions, and video plays. This information aids you in understanding user engagement and identifying potential bottlenecks.

Machine Learning Insights:

Use GA4’s machine learning features to receive automated insights and forecasts. It includes predictions on product sales growth and identifying the most valuable user segments.

Using Google Search Console (GSC)

Submit Your Sitemap:

Ensure the sitemap for your Shopify store is uploaded to GSC. It aids Google’s effective crawling and indexing of your website. You can submit the sitemap that Shopify automatically creates in the GSC Sitemaps area.

Monitor Search Performance:

Review the Search Performance report to understand which search queries drive traffic to your site with metrics like clicks, impressions, click-through rates (CTR), and average position. Use this information to improve your keyword strategy.

Inspect URLs:

Use the URL Inspection tool to see if individual URLs are indexed correctly by Google, identifying and fixing any indexing problems to ensure important pages are searchable.

Check Index Coverage:

The Index Coverage report identifies issues such as pages not being indexed, server errors, and blocked resources. Addressing these issues ensures your entire site is accessible for crawling and indexing.

Mobile Usability:

Run mobile usability tests to ensure your site performs well on mobile devices. Address any mobile usability issues to improve user experience and rankings.

Analyze Backlinks:

Examine the Links report to identify websites linking to yours. Prioritize obtaining reputable backlinks and disavowing harmful ones to improve your backlink profile and strengthen your site’s authority.

Use Search Console Insights:

Integrate information from Google Analytics 4 and Google Search Console using Search Console Insights to gain a complete overview of your content’s performance and how users find your website.

By conducting a thorough Shopify SEO audit using these steps, you can increase your store’s visibility, attract more organic traffic, and improve overall user experience, ensuring long-term success in the competitive eCommerce environment.


Conducting a comprehensive Shopify SEO audit is essential for maximizing your online store’s visibility, increasing organic traffic, and improving user experience. 

Regularly assessing and improving elements like meta tags, site speed, content quality, and backlink profiles can significantly boost your search engine rankings and overall store performance. 

This holistic strategy ensures that your Shopify store stays competitive and attractive to search engines and visitors.

Need Help with Your Shopify SEO Audit?

ClickySoft, a leading Shopify eCommerce development company, has experts in SEO audits ready to help you optimize your store for better visibility and performance. Contact us today to ensure your Shopify store is optimized for search engine success.

FAQs About Shopify SEO Audit

1. How to do a Shopify SEO audit? 

Perform a Shopify SEO audit by examining on-page elements (keywords, meta tags), technical SEO (site speed, mobile-friendliness), off-page factors (backlinks), and user experience (navigation, design). Apply tools like Google Analytics and Ahrefs for data collection.

2. Does Shopify have an SEO tool? 

Yes, Shopify includes built-in SEO features and can integrate with diverse SEO apps like SEO Manager and Plug-in SEO to improve your store’s optimization.

3. Is Shopify any good for SEO? 

Yes, Shopify is the best for SEO. It provides robust SEO-friendly features, including customizable title tags, meta descriptions, URLs, excellent site speed, and mobile optimization.

4. How do I check my SEO audit? 

Evaluate your SEO audit using tools like Google Search Console, Ahrefs, and SEMrush to assess site performance, keyword rankings, and backlink profiles.

5. Which is the best tool for SEO audit? 

Popular SEO audit tools are Ahrefs, SEMrush, Moz, and Screaming Frog. Each tool offers complete features for analyzing and improving your website’s SEO.

6. How much does a Shopify SEO audit cost? 

A Shopify SEO audit can range from $500 to $15,000, depending on the depth and expertise required. The cost varies based on the size of your store and the specific services the auditor provides.

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