Implementing regular SEO audits is essential for measuring performance, identifying opportunities, and maintaining visibility in search results. Understanding how your current SEO efforts are performing is the first step in refining your strategy.

Estimated 5 min read

On this page

• What an audit can accomplish

• Who is an audit for?

• Building your SEO strategy

• Keywords: the foundation

• Technical SEO: the infrastructure

• On-page SEO: the furniture

• SEO content: the décor

• Off-page and link building: the neighborhood

• When and how often to audit

• Next steps

• Put your skills into action

What an audit can accomplish

Whether you’re struggling with lackluster traffic or simply want to outpace competitors, an SEO audit cuts through the guesswork, showing exactly where to focus your efforts for maximum return. It’s the difference between randomly trying SEO tactics and implementing a strategic plan tailored specifically to your store’s unique strengths and challenges.

Conducting an SEO audit can:

• Uncover gaps and technical opportunities: Identify what’s holding you back and discover simple tweaks that can improve your site’s performance and visibility.

• Identify growth opportunities: Discover new ways to boost your rankings and attract more traffic by focusing on strategies with the highest potential impact.

• Streamline your efforts: Understand where to focus your energy so you can use your resources more efficiently and see real improvements to your store’s visibility.

Who is an audit for?

You’ll benefit from an SEO audit no matter your experience level or current strategy:

• If you’re new to Shopify, it’s a way to identify key opportunities to start strong.

• If you’re an established merchant without a clear SEO initiative, this is a way to set a baseline for what’s working, what’s not, and where to push forward.

• If you’re an established merchant with an SEO plan, it’s a way to check progress, adapt where needed, and ensure your efforts are aligned with your goals.

Even if your site is technically sound, there’s always room to grow. An audit helps you find opportunities to expand your content or create new pages to capture essential keywords and boost your rankings.

Building your SEO strategy

Think of your SEO strategy like building a house. Each component comes together to create a strong and enduring structure.

Keywords: the foundation

Like a solid foundation supports your entire house, keywords support all your SEO efforts. Build a data-driven keyword strategy that reaches customers at every stage of their buying journey.

Technical SEO: the infrastructure

Just as plumbing and wiring keep your home functioning, technical SEO ensures search engines can crawl, index, and rank your site. Create a fast, user-friendly website that visitors can easily navigate.

On-page SEO: the furniture

Strategic keyword placement is like arranging furniture for both beauty and function. Position keywords thoughtfully on each page to improve rankings while creating a user experience that guides visitors toward conversion.

SEO content: the décor

Unique content brings personality to your site, just like décor brings life to a home. Develop fresh content targeting new keywords to reach users throughout their journey, showcasing your brand’s distinct voice.

Off-page and link building: the neighborhood

Building relationships with other websites is like connecting with neighbors. Earn links from authoritative sites to build credibility—these act like trusted recommendations that drive traffic and boost your reputation.

When and how often to audit

Your store benefits from both reactive audits after major changes and proactive audits on a regular schedule.

After major changes

Conduct an SEO audit following significant changes to your website, such as migration or redesign. It’s essential to ensure that your new site is both crawlable and indexable. Monitoring your site’s health during the initial months after these changes can prevent unforeseen issues and help maintain search visibility.

On a routine basis

• Weekly monitoring: Regularly checking Google Search Console on a weekly basis helps track indexing status and which queries are driving clicks to your site, allowing for timely adjustments.

• Technical audits: Run mini-audits every few months to ensure your site remains crawlable and indexes properly. These quick reviews address immediate concerns and keep your optimization on track.

• Annual deep dives: Reserve comprehensive audits for once or twice a year. This deeper analysis helps map out long-term SEO strategy and identify growth opportunities.

Adding a regular audit schedule to your site maintenance plan ensures consistent performance and keeps you ahead of competitors.

Next steps

You now have the knowledge to improve your store’s search visibility through strategic auditing. Remember that SEO is an ongoing process that grows with your business.

Put your skills into action

Conduct a quick SEO audit of your store this week using Google Search Console. Identify your top three performing keywords and three opportunities for improvement, then create an action plan based on what you discover.