An online store has more pages to check than a service website, and each product page is a chance to be found. This ecommerce SEO checklist covers the same six areas as a website audit, plus the parts that matter for a shop: product pages, categories, filters, checkout, shipping, and returns.
Whether your store runs on WordPress or Shopify, the same points apply, so this works as a seo checklist for ecommerce on either platform. If you use Shopify, it is also a useful shopify seo checklist. Start with the visibility checks, then move on to the store-specific items. If you want the six areas explained for a general website first, read our SEO audit checklist for your website. For a full look at your store, the ecommerce SEO and AI visibility audit adds a comparison with competitors, a test of AI answers, and a written plan.
Product pages
- Descriptions: each product needs its own description, not text copied from a supplier.
- Images and alt text: check that photos load quickly, and that each one has a short description for screen readers and search engines.
- Product details: check that size, colour, material, and stock status are clear on the page.
- Structured data: hidden code that tells Google the details of each product. Check it for errors.
- Out-of-stock products: decide what happens when an item sells out, and check that the page still helps the visitor.
Categories and navigation
- Category structure: each category should group related products in a clear way.
- Category pages: each one needs a clear heading and a short introduction that uses the words customers search for.
- Filters: filters for size, colour, or price can create many similar web addresses. Check that search engines are not storing every combination.
- Menu: check that a visitor can find any product from the menu without searching.
Checkout, shipping, and returns
- Checkout steps: check how many steps a buyer takes, and where people leave. Your analytics can show this.
- Payment clarity: check that payment methods are listed before the final step.
- Shipping: check that costs and delivery areas are stated plainly.
- Returns: check that the return policy is easy to find from the product page and the checkout.
Speed and mobile shopping
Many buyers browse on a phone, so check your product pages there first. Look at image size, page stability, and how long the main content takes to appear. Then test the checkout on a phone too.
Technical health for stores
- Secure checkout: the address should start with https on every page, including the checkout.
- Broken links: look for product and category links that lead nowhere.
- Sitemap: check that your products and categories are in the list you share with Google.
- robots.txt: check that the file does not block product or category pages.
Your developer can help with the fixes in this section.
Google and AI tools
- Questions: ask AI tools the questions a buyer would ask, such as "where to buy handmade leather bags in Greece," and note which stores are named.
- Sources: check which websites and directories the answers cite.
- Repetition: run the same questions more than once, because answers change from one try to the next.
What a full ecommerce audit adds
Checking yourself gives you a picture. A full audit gives you a plan. A Lavender Giraffe ecommerce audit includes:
- Everything in the website audit, plus the store checks in this post.
- A comparison with up to three competitors.
- A test of AI answers, with the results saved for your developer.
- A written report within two business days, with the three most important changes, a status for each area, and your starting numbers.
- A walkthrough call of up to 60 minutes to go through the report together.
The ecommerce audit covers stores with up to 5,000 products. The audit does not include the fixes. If you want us to make them, we prepare a Proposal of Service.
The decision in one sentence
Start with the product pages and checkout, fix what stops a buyer from finishing an order, and measure your progress against where you started.
If you want an expert view of your store, book a strategy call, and we will talk through whether an ecommerce audit suits your business.
Common questions
Do I need a developer to use this checklist?
Many checks need only a browser. Some fixes, such as structured data and redirects, usually need your developer.
What is the difference between a website audit and an ecommerce audit?
The ecommerce audit includes everything in the website audit, plus the store checks in this post. Its walkthrough call is up to 60 minutes instead of 45.
