Implement regular SEO audits to measure performance, identify opportunities, and maintain visibility in search results. This guide will walk you through the importance of audits, how to conduct them, and the best practices to ensure your SEO strategy is as effective as possible.

Estimated Read Time: 5 Minutes

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 and shows 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: Find 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. Focus 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. Every element has a purpose, and skipping one weakens the entire structure. Strong SEO doesn’t rely on isolated tactics but on a cohesive system that supports growth over time.

Keywords: The Foundation

Keywords are the foundation of your SEO house. Without solid groundwork, everything built on top becomes unstable. A good keyword strategy starts with understanding search intent, not just chasing high-volume terms. Focus on keywords that reflect where users are in their buying journey—some are researching, others are comparing, and some are ready to convert. Long-tail keywords often play a critical role here, as they attract more qualified traffic and are easier to rank for. Assigning a clear primary keyword to each page also helps avoid internal competition and keeps your site structure clean and purposeful.

Technical SEO: The Infrastructure

Just as plumbing and electricity keep a house functional, technical SEO ensures your site can be properly crawled, indexed, and ranked. A fast-loading, mobile-friendly website is no longer optional—it’s foundational. Clean URLs, logical navigation, and a well-organized internal structure help both users and search engines understand your content. Regular technical checks are essential, especially after site updates, to catch broken links, indexing issues, or performance drops before they impact visibility.

On-Page SEO: The Furniture

On-page SEO is about arranging your content in a way that feels natural and intuitive. Keywords should be placed where they make sense—titles, headings, and opening paragraphs—without disrupting readability. Well-written meta titles and descriptions can significantly improve click-through rates, even if rankings stay the same. Clear headings and internal links guide visitors through your pages, helping them find what they need while subtly leading them toward conversion.

SEO Content: The Décor

Content gives your site personality, just like décor brings warmth to a home. High-performing SEO content goes beyond keywords; it answers real questions, solves problems, and reflects your brand voice. Rather than constantly producing new pages, updating and expanding existing content can deliver strong results. Over time, building clusters of related content helps establish topical authority and positions your site as a trusted resource throughout the customer journey.

Off-Page SEO and Link Building: The Neighborhood

Your site doesn’t exist in isolation. Links from other websites are like recommendations from trusted neighbors—they signal credibility and relevance. The goal isn’t volume, but relevance and authority. Earning links through valuable content, partnerships, or industry recognition builds a strong off-page presence. Consistent monitoring ensures your backlink profile remains healthy and aligned with long-term growth.

When and How Often to Audit

Even the best-built house needs regular inspections. SEO audits help you understand what’s working, what’s slipping, and where new opportunities lie. A comprehensive audit a few times a year, combined with smaller checks after major changes, keeps your strategy on track. The most effective audits don’t just identify issues—they help prioritize actions that deliver measurable impact.

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.

Go further

• Adding Web Pixels for Enhanced Customer Insights

• Setting up Sales Channels for Social Media in the Shopify Admin