E-commerce SEO audit

An online store is the hardest kind of site to keep healthy in search. Every filter combination can spawn a URL, every out-of-stock product raises a question, and one templating decision multiplies across thousands of pages. An e-commerce SEO audit finds where that scale works against you and turns it into a ranked list of fixes, ordered by the revenue each one protects or unlocks.

I audit stores the way a growth-focused operator would, not a checklist tool. I have done this across competitive, high-scrutiny markets, and the same failures cost the most money: crawl budget burned on junk, money pages buried, and product data too weak for Google or AI to trust.

Architecture and faceted navigation

Structure is where most stores quietly lose. I map how categories, subcategories and products link together and whether that hierarchy matches how people actually search and buy.

• Category and product architecture — a clean path from broad category to specific product, with hub pages that can rank for real demand instead of thin, orphaned listings.
• Faceted navigation — the biggest crawl trap in e-commerce. I decide which filter combinations deserve an indexable, rankable URL and which must be blocked, canonicalized or parameter-controlled so they never dilute the site.
• Internal linking — pushing authority toward the categories and products that drive margin.

Indexation control

Search engines have a budget for your site, and most stores waste it. I audit exactly what is indexed versus what should be:

• Bloat from facets, sorting, pagination, session parameters and internal search pages.
• Important products and categories that are missing, blocked or set to noindex by accident.
• Handling of out-of-stock, discontinued and seasonal products so you don't leak equity or frustrate shoppers.

The goal is simple: Google spends its crawl on the pages that sell.

Structured data and AI shopping visibility

Rich results and AI answers both run on machine-readable data. I audit your structured data end to end:

• Product, Offer and Review markup validated for correctness and completeness — price, availability, ratings, shipping and returns.
• Eligibility for rich results and Merchant listings, with the gaps that block them.
• AI shopping readiness — whether your product and category data is structured, consistent and trustworthy enough for AI assistants to surface and recommend your products when buyers ask what to purchase.

What you get

A prioritized findings document, scored by impact and effort. Every issue names the affected pages, explains why it costs you, and gives the concrete fix. Critical crawl and indexation problems come first, structured data and architecture next, refinements last — so you and your developers always know what to ship in what order.

FAQ

Do I need this if my store already ranks? Ranking stores are exactly where I find the most trapped revenue. Growth hides architectural debt, and the bigger the catalog, the more a single template fix compounds across thousands of pages.

Which platforms do you work with? The principles apply to any platform — Shopify, WooCommerce, Magento or custom. I audit how your specific setup handles facets, indexation and structured data, then give fixes your developers can implement.

How does AI shopping visibility fit in? As of mid-2026, buyers increasingly ask AI assistants what to buy. Clean structure and correct Product and Review data are what make your catalog eligible to be recommended, so it is part of every store audit I run.