Top 10 Audit Checklist for eCommerce Websites


You might face a problem sometime that your sell is down suddenly or site’s visitor is decreasing? Well, it’s time to conduct an audit of your website.

In this article, we will mention top 10 audit checklist and the tools you need to perform the audit.

Check Mobile Performance

Did you know your website’s mobile performance matters more than desktop performance? After the introduction of “mobile first indexing” Google use the mobile version of a website for indexing a page and ranking purpose.

Things to do to make a mobile friendly website:

Check out your performance on this tool: to know your website is mobile friendly or not. You can check the mobile usability under the enhancement section in search console also.

Use a theme that supports “accelerated mobile page” features. It can reduce the opening speed of a webpage from 15 -80 % by providing a light version of the page especially for mobile device.

Before selecting the theme for your store install it on WordPress sandbox and test its performance on to ensure the performance. Don’t use the theme if the score on mobile is below 70.

Check the Canonical declaration

There is no option to select the preferred version of website in Google webmaster now. To confirm that Google will index the preferred version of your website URL you must declare the canonical URL. Otherwise, different version can be indexed and the sites will be treated as duplicate. It might be penalized for that. 

After opening the website, go to page source and search for canonical. If you not found anything then set it. Maximum SEO plugins like Yoast SEO, All-in-one SEO declare same URL as canonical for every page. You can change it from setting.

Canonical settings

Check The redirections

If the canonical is not declared two different version of a website will be indexed unless they are not redirect to a desired version. 

Not only that, your backlink juice will be split into different versions.   All the four URLs of a website should be redirected (using 301) to a single version.

Check all the four versions and notice all of them are ended up on the same URL or not.


Check for Staging Websites and Garbage pages

Sometime when the developers build a website on a staging site, they forgot to off the index.  As a result, when the site will be launched finally, two version of the site will be indexed. 

Besides the staging version you should clear other garbage pages that are indexed by Google. It can help the monitoring process of your site.

You can remove those URL type from sitemap if there is any or blocked them by using robots.txt.

Some ex. of those unwanted:

  • Search result pages.
  • Tags
  • Categories
  • Cart Page
  • Boilerplate text
  • Archive Pages

Check the Sitemap and Robot.txt 

Having a sitemap for every website is must as it guides search engine to discover and index your pages. Checking the robot.txt file when auditing is necessary because sometimes by mistake some important types of URLs are blocked by robots.txt.

How to Check?

Generally, a sitemap can be found on this address:

But anyone can integrate it on other addresses. You can find the address by using tools like

The Robot file can be found on the address: for every website.


How to add sitemap to a website?

Maximum SEO plugins like Yoast SEO by default do this task for you. You can edit or set the preference from Yoast setting.

Otherwise, there are many websites you can use to generate your sitemap and upload it from Google Search Console.

Check All the CTA button

Ranking a lengthy blog page is easier than a product page. That’s why inbound marketing is one of the best marketing trends of eCommerce sites.

You can’t get a proper chance to write the usefulness of a product in a product. Instead, you can create a different blog page and write about the product descriptively. When user will land on the blog page, you can send them to your product pages by using proper call-to-action button.

Why use should check your CTA buttons?

# The CTA button can still be hash coded.

# There could be any wrong URL linked by mistake.

# The button is still the same as default.

Check Product page design & Schema Markup Setup

A good product page consist of a product description, features section & review section. You should provide an informative product description that contains well researched keywords naturally. At the same time, it should be informative for users. A table formatted features section and a review section below it.

Check that the page is enable for rich snippet result or not. By using schema markup tags you can address the page as a product page to Google. As a result, Google will start displaying your products as a rich snippet format in SERP. It can boost your conversion rate suddenly.

Use this tool to check your page is eligible for rich result or not. Also, you can find out issues, if there is any in your markup tags.

Some SEO plugins like Rank Math can declare these tags without any extra effort. Otherwise, you have to upload the tags through Google tag manager. 

Check the Sales Funnel 

It is the complete path a customer takes from finding your site to become a customer. Checking the funnel is very important because it gives ideas why visitor is not converting to customer.

Mark the steps where the visitors bounce the maximum. It maybe your landing page, email campaign or your shopping cart. The best way to optimize the step by performing A/B testing. This small test can give you an idea even which color CTA button gets the maximum number of clicks. To know more A/B testing, read this blog.

Check the Backlink Quality 

Monitoring backlinks is one of the important tasks in SEO. A good backlink has the power to boost your ranking and the reverse is true also. Signs of a poor backlink:

  • A link from network site.
  • Poor comment or forum link.
  • A link from over optimized content like repeating the keyword 50 times.
  • Links from non-relevant site.
  • Links made by your competitor from spammy anchor texts.

How to remove?

You can reach out to the sites editor and request them to remove your link. But this process is suitable for bulk links or poor auto generated links.

So, you can disavow those links. A disavow of backlinks informs Google not to calculate those links as your backlinks. Read this blog to know how to submit a disavow file in search console. 

Check the brand reputation

For an eCommerce site brand reputation is very important. A trusted brand gives confidence to customer to place the order without reputation. Check the reviews, discussion and brand mentions to know what people thinks about your brand or product.

Where to check?

  • Google My Business Reviews
  • Other reputed review sites.
  • Your on-page product reviews.
  • Social media reviews and comments.
  • Discussions.
  • Topics where your brand name is mentioned.

If you found negative result, still there are scopes to recover it. Respond all the negative reviews, try to solve their issue as soon as possible. If the review is false then there are steps to claim against that.

Besides these 10 things there are some general issues you need to check:

  • On page SEO tags like SEO title, Meta description, URL.
  • Broken links.
  • Indexing errors.
  • On-page content analysis, etc. 

Best Tools to conduct an Audit

You must need an audit tool to monitor a big website. Because you can’t check thousands of pages manually. But when summing up the results or finding the most critical problems that restricts your good sales performance, you need to scrutiny the tools result manually. So, find out experts who are professional in this field. If you are from Australia you can hand over this task to a reputed SEO agency in Brisbane .

1.SEM Rush: Want to get a complete check-up for your website? There is no other tool better than SEM Rush. With their three-fold check ensuring that every aspect of your website is checked, SEMrush is the right place to be!

Being the leader in the marketing ecosystem, SEMrush comes along with the page auditing tools like on-page SEO score and backlink scores for checking their strength. Also, it provides the toxic score of the backlinks.

What makes it unique compared to its competitors, is that it doesn’t limit itself to just technical auditing. Instead, SEMrush comes along with 3 sets of technical tools that also deal with investigating the errors on your website as well.

With the on-page SEO checker, you need not worry anymore as to what is causing the website to not rank higher! Now, rank higher by getting your website audited, at multiple levels, by SEMrush. 

2.Ahrefs: A huge database! This is what makes Ahrefs one of the leaders in digital marketing solutions.

With the colorful results of the technical audits, you can understand the pain points of your website in a lucid manner.

There can be numerous issues with your website and addressing them is important. Issues ranging from a broken URL to complex performance issues are addressed using Ahrefs. From the all-issue section you can identify all the errors and download the details to get the complete URLs where the problem exists.

If you have been looking to find the solution to the problem, just in one place, Ahrefs is the best tool for you!

Grab the coolest offers starting at just $99/month!

  1. Moz: Another trailblazer in the domain of website auditing, Moz offers the best website auditing tools to gain an in-depth analysis of the website.

    The one-stop solution to your SEO problems is available at Moz. With the deep-diving tools, Moz is the artillery that every digital marketer must-have. You can start from scratch and drill deep down into the root of the problem, such that you can rank highest in the search engine.

    What makes it even more awesome is the on-page optimization tool which allows you to have regular crawling of the website. As you can crawl over the website, you can recognize, what is working and what’s not!

    Finally, it also lets you know what the impacts of these minute changes are going to have on the devices as well!

    With the basic subscription starting at just under $100/month, it is a must-have tool kit for a digital marketeer.

  2. Screaming Frog: If you have heard about SEO Spider, you must be knowing about Screaming Frog as well. Comes along with the best tool to crawl right through your website and identify the pain points, screaming fog is a must-have for marketers.

Helping you to detect other issues like broken links, 301 errors, and many more, Screaming Frog can also be tried out in the free version.

Checking across the on-page and off-page SEOs for over 300 links, is what makes Screaming Frog a cool SEO audit tool.Purchase the paid version right away, at just 149 euros per month, and access the premium features like personalization, visualization, and dashboarding, as well. 

About the Author: Editorial

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