Shopify SEO Audit Checklist: Steps to Optimize Your Store for Search Engines

If your Shopify store isn’t generating enough traffic, the issue may lie beneath the surface — in your SEO. You might have beautiful product pages and seamless navigation, but if search engines can’t easily access or understand your site, potential customers won’t find it either. You feel like this might be your case? Run a Shopify SEO audit.

In this guide, we’ll walk you through a complete Shopify eCommerce SEO audit checklist — step by step. Use it to diagnose and fix issues, and start converting more visitors into customers.

Shopify Ecommerce SEO Audit Checklist

A proper SEO audit process digs deep into both technical and content elements of your store. Here's what you should check:

☐Start with Keyword Research & Optimization

Successful SEO starts with targeting the right audience. Ask yourself: are your product pages speaking the same language your customers use when searching?

• Use research tools like Google Keyword Planner, SEMrush, or Ahrefs to find relevant and high-intent keywords.
  
  
• Include primary and long-tail keywords in product titles, meta descriptions, and image alt tags.
  
  
• Avoid keyword stuffing. Use variations naturally in headings, body text, and meta fields.

Tip: Think like your customer. If you sell "handmade leather wallets", don’t just optimize for "wallets" — target "handmade leather wallets for men" or "personalized leather wallet gifts."

☐ Review On-Page SEO Elements

Your on-page structure helps search engines index your content — and helps users navigate it.

• Meta titles and descriptions should be unique and include the main keywords.
  
  
• Use clear header tags (H1, H2, H3) for hierarchy. The H1 should be your page’s primary title, not duplicated across other pages.
  
  
• Image optimization is often overlooked. Use compressed images and include descriptive alt text to support SEO and accessibility.
  
  

☐ Conduct a Technical SEO Check

Think of this as a health checkup for your store’s backend.

• Use Google PageSpeed Insights to improve loading speed — a major factor in both ranking and conversions.
  
  
• Ensure mobile responsiveness across all devices. Shopify themes are generally mobile-friendly, but test regularly.
  
  
• Stick to clean, SEO-friendly URLs (e.g., yourstore.com/collections/mens-watches instead of yourstore.com/page123).
  
  

☐ Evaluate Content Quality

Search engines favor original, useful content — and so do your customers.

• Write unique product descriptions. Don’t copy manufacturer text. It dilutes your SEO and damages credibility.
  
  
• Add blog content that targets common customer questions (e.g., “How to choose the right smartwatch?”).
  
  
• Encourage reviews and UGC (user-generated content). These naturally build fresh content and trust.
  
  

☐ Check Site Architecture and Internal Linking

A clear structure benefits both users and crawlers.

• Organize your site logically: homepage → collections → products.
  
  
• Implement internal links between related blog posts, products, or FAQs.
  
  
• Use a Shopify XML sitemap and submit it via Google Search Console.
  
  

Pro tip: Broken links = lost opportunities. Use a crawler tool like Screaming Frog to find and fix them quickly. And let us know if you need help with link building. 

☐ Focus on Mobile Optimization

More than 60% of traffic comes from mobile. Shopify themes are responsive, but don’t assume everything works.

• Test touch elements: buttons, sliders, and dropdowns should be easily clickable.
  
  
• Compress visuals and lazy load images to reduce bounce rates.
  
  
• Prioritize speed — use GTmetrix or Lighthouse for diagnostics.
  
  

☐ Optimize for UX and CRO (Conversion Rate Optimization)

Good SEO brings visitors. Great UX converts them.

• Use clear CTAs (“Buy Now”, “Add to Cart”) with strategic placement.
  
  
• Display trust signals: customer reviews, SSL badges, and payment security logos.
  
  
• Enable site search, filters, and breadcrumb navigation to help users find what they need fast.
  
  

☐ Don’t Skip Competitor Analysis

Learning from others can save you time and effort.

• Use Ahrefs or SEMrush to discover competitor keywords.
  
  
• Look at their backlink profiles — where are they earning trust signals?
  
  
• Analyze their content strategy — is it visual-heavy, educational, or SEO-focused?
  
  

☐ Local SEO (If You Serve a Region)

Selling locally? Then act like a local brand in search too.

• Set up and verify your Google Business Profile.
  
  
• Use local keywords in blog posts and product descriptions (e.g., “handmade rugs in Toronto”).
  
  
• Maintain consistent NAP (Name, Address, Phone) across platforms like Yelp, Bing, and Apple Maps.
  
  

☐ Implement Security & Schema Markup

Your store must be safe and understandable — not just to users, but to Google as well.

• Make sure your Shopify store uses HTTPS.
  
  
• Add schema markup for product pages: price, availability, ratings, etc. This improves how your results look in SERPs (Search Engine Result Pages).
  
  
• Use JSON-LD for Shopify, a popular app that adds structured data automatically.

Why You Need a Regular Shopify SEO Check-Up

SEO isn’t a one-and-done project. Algorithms change, competitors evolve, and technical issues pop up when you least expect them. That’s why regular Shopify SEO audits are crucial.

Here’s what ongoing audits can help you do:

• ✅ Catch broken links, duplicate content, and other hidden issues
  
  
• ✅ Adjust strategy to match Google algorithm changes
  
  
• ✅ Improve load times and mobile responsiveness
  
  
• ✅ Benchmark progress against competitors
  
  
• ✅ Fine-tune keyword performance and rankings
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Regular audits are your store’s maintenance plan — ignore them, and traffic (and sales) may suffer.

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More tips on marketing your Shopify store:
‍
‍How to Connect Facebook Leads to Shopify
‍How to Trick Shopify and Get Ahead of Your Competitors
How to Optimize Your Shopify Blog for SEO
Best Shopify Ads Examples to Inspire Your Campaigns
How to Run Ads for Shopify Store: Essential Strategies for Success

Essential Tools for Shopify SEO Audits and Check-Up

Don’t rely on guesswork. To find SEO issues and optimize your site, you need the right set of tools. They help identify everything from crawl errors and duplicate content to site speed and mobile responsiveness — issues that could be the silent killers of your search rankings. Many of these tools offer free versions or trial access, allowing you to get started without heavy investment. However, while free tools are helpful, they often provide surface-level insights or incomplete data, and the paid ones are costly and require SEO expertise.  Below is a curated list of essential platforms that can take your Shopify SEO audit to the next level.

Boost Your SEO: Collaborate with Promodo for Professional Expertise

So, let’s review your next steps towards better SEO:

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If this checklist feels like a lot, you’re not alone — many businesses discover that a technical audit uncovers more than expected. 

Our team conducts full-scale technical SEO audits tailored to your Shopify site. We detect hidden issues for you and offer detailed recommendations and craft a personalized SEO strategy that drives long-term growth. When commissioning an audit from our team:

1.  You don’t spend money on topping up all the necessary SEO tools, which can cost over $5,000 per month.
2. You can get all the necessary exports from tools like Ahrefs and SeRanking.
3. You get more tasks completed by optimizing time, thanks to our internal services and established workflows.

These aren’t just fancy words, take a look at our case studies to see what results your store can achieve. 

We make sure your store doesn’t just exist — it thrives. 
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Grow Your Business Revenue and Sales

with Promodo Digital Marketing Experts!

Contact

FAQ

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Are SEO audits worth it?

‍Yes — they help uncover technical, content, and performance issues that block your store from ranking and converting.

How do I check my SEO audit?‍

Use SEO tools like Screaming Frog, Google Search Console, or SEMrush to generate detailed audit reports and insights.

How do I check my Shopify SEO score?‍

Install SEO apps or use platforms like Moz or Ahrefs to get a performance-based SEO score for your Shopify store.

How much does an SEO audit cost?‍

Prices vary: free for basic tool audits, and several hundred dollars for expert-led, in-depth audits — though Promodo offers full diagnostics at no cost.

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