The ecommerce SEO audit checklist

24 October 2026·3 mins

8+ years of SEO experience. Started out machining steel on the factory floor before moving into SEO. Now works with manufacturers, ecommerce brands, and B2B companies on organic growth. Case studies: Lawton Tubes and MoverX.

Table of Contents

Most ecommerce SEO audits get done with a crawler tool and a traffic-light grade. That catches the generic stuff, broken links, missing alt text, but misses the issues specific to running a catalogue: faceted navigation bloat, duplicate manufacturer copy, marketplace listings competing against your own site. This is the checklist I actually work through, the same process behind MoverX’s +96% DTC revenue in 10 weeks.

Why a generic SEO checklist misses ecommerce-specific issues #

A generic checklist treats every page the same. An ecommerce catalogue has category pages, product pages, and often marketplace listings all pulling in different directions, filters generating URLs faster than real products exist, and product copy that’s identical to every other store selling the same item. None of that shows up on a standard crawl report with a pass or fail score.

The checklist #

Sixteen items, grouped the way I actually scope an audit. Check them off as you go, your progress is saved in your browser.

Practical tool

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Running through this yourself will surface the obvious issues. What it won’t give you is the prioritisation, which of these actually costs you revenue versus which is a minor tidy-up, and that’s the part a proper ecommerce SEO audit is built to answer, delivered as one ranked roadmap rather than a list to work through blind. See the complete ecommerce SEO guide for the strategy behind each item above, or get in touch if you’d rather have someone else run it.