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If you run a shopify store and you’ve been told you need an seo audit, you probably want to know what you’re actually going to get. Not vague promises. Not a generic PDF from an automated crawler. This article breaks down every deliverable that a professional shopify seo audit should include, section by section. Use it as your shopify seo audit checklist to evaluate any agency’s work, including ours at Sun Media Marketing.
A professional shopify seo audit is not a single report. It is a set of concrete deliverables: a written report (PDF or slide deck), a prioritized issues list ranked by business impact, an implementation roadmap with clear timelines, and optional follow-up support after fixes go live.
A shopify seo audit analyzes on-page content, keyword rankings, and crawlability across your entire online store. An seo audit typically takes 10-15 hours to complete, depending on catalog size and complexity. Key deliverables from a shopify seo audit include actionable implementation recommendations, not just a list of red flags.
At Sun Media Marketing, we structure every website audit around business outcomes: more qualified organic traffic, higher conversion from organic search, and reduced technical risk from crawl errors and broken configurations.
What separates a professional audit from running free audit tools? Human review. We combine data from Google Search Console, Google Analytics, and Shopify’s built-in reports with manual examination of templates, collection pages, product pages, and theme code. Automated seo tools catch surface-level seo issues. A trained seo manager catches the structural problems that actually hold back your search engine optimization performance.
Think of this article as a deliverables checklist. If your audit doesn’t include what’s outlined below, you’re probably not getting what you need.
Every professional shopify seo audit from Sun Media Marketing opens with a two-to-three page executive summary designed for founders, marketing leads, and non-technical stakeholders.
The executive summary covers:
Findings are grouped by business impact rather than technical category. Instead of saying “fix canonical tags,” the summary frames it as “can unlock a measurable increase in traffic to product and collection pages within three to six months.”
Visual elements make this section scannable: a traffic trend graph covering the last six to twelve months, a pie chart of traffic by channel, and a quick-win versus long-term project matrix.
Over 70% of online shoppers discover products through organic search, which means identifying bottlenecks in seo allows for significant traffic and conversion boosts. Expected outcomes from a shopify seo audit include increased organic traffic and revenue, and this summary is where those expected outcomes get stated clearly.
As a reference point, a home décor ecommerce store saw roughly 90% growth in organic visitors within three months after fixing internal links, structured data, and category copy across their shopify store. That kind of result starts with a clear executive summary that decision-makers can act on without wading through technical jargon.
Recording a data baseline at the time of the audit is critical for measuring ROI from future seo efforts. Without a “before” picture, no one can credibly claim improvements later. This section prevents cherry-picking metrics.
The KPIs documented in this deliverable include:
| KPI | Source | Why It Matters |
| Organic sessions | Google Analytics | Volume of non-paid visitors |
| Organic revenue / leads | GA4 + Shopify Reports | Direct business impact |
| Assisted conversions | GA4 | Organic’s role in multi-touch journeys |
| Average order value | Shopify Analytics | Measures revenue per transaction |
| Search visibility (brand vs. non-brand) | Google Search Console | Shows reliance on brand name vs. new discovery |
| Mobile vs. desktop split | GA4 | Identifies device-specific performance gaps |
Metrics are pulled from Google Analytics 4, google search console, and Shopify’s built-in reports like “Sessions over time” and “Sales by traffic source.” The deliverable includes a summary table comparing the last 90 days versus the previous 90 days, with notes on seasonality that might skew the data.
This section highlights gaps: low impressions for important category terms, high bounce rates on mobile product pages, or declining keyword rankings for target keywords. With Shopify’s share of the U.S. e-commerce market around 30% in 2025, your online business is competing with thousands of similar stores. Competitor analysis evaluates performance against industry competitors to contextualize your numbers.
Sun Media Marketing aligns KPIs with business goals, whether that’s growing organic sales in specific markets or reducing reliance on paid ads, before recommending any fixes.
This deliverable explains what search engines can actually see and index in your shopify store, and whether the URL structure supports or limits your growth. If search engine crawlers can’t find your pages, nothing else matters.
The audit includes an indexation report exported from google search console’s Coverage and Page Indexing reports, organized into a clean table:
| URL | Status | Reason | Recommended Action |
| /collections/summer-sale | Excluded | Crawled – not indexed | Add unique content, strengthen internal links |
| /products/widget-v2 | Excluded | Duplicate, canonical points elsewhere | Verify canonical tags |
| /blogs/news/old-post | Valid | Indexed | No action needed |
Shopify automatically generates sitemaps at yourstore.com/sitemap.xml, but the audit verifies structure, last submission date, and whether orphaned or irrelevant URLs are included. Robots.txt rules are reviewed for accidental blocking of collections, filters, or blog posts.
The deliverable maps your site architecture: homepage to main collections to sub-collections to product pages. A well-structured site architecture improves user navigation, and site architecture analysis ensures clear navigation for both users and search bots. The audit flags orphaned pages and overly deep click paths where a web page sits more than three or four clicks from the homepage.
Crawl errors like broken links can prevent Google from indexing your site, and technical seo checks include site speed, crawlability, and indexability. Common Shopify-specific issues include duplicate URLs from collection filters, tag pages creating duplicate pages, and pagination that confuses search engine crawlers. The audit shows where canonical tags should consolidate these.
Sun Media Marketing prioritizes fixing site structure and internal links early because they usually move search rankings faster than low-impact tweaks. We also help identify orphan pages that receive no internal links and remain invisible to crawlers.
This deliverable documents every technical seo issue and performance metric affecting crawlability, site speed, and mobile friendliness. It is the backbone of any technical seo audit.
Core web vitals include LCP, INP, and CLS metrics for site performance. The audit tests these across key templates: homepage, collection pages, and product pages. You should target LCP under 2.5 seconds for optimal performance. INP replaced FID as a Core Web Vital on March 12, 2024, making broad interactivity measurement more important than ever.
The report also covers:
Findings are grouped by template type so developers know exactly where issues live. The report notes whether problems originate from the Shopify theme or from installed apps loading scripts unnecessarily.
Recommendations include specific actions: compress or remove unused scripts, preload hero images, implement lazy loading for below-the-fold content, and remove obsolete app scripts. Use google pagespeed insights to analyze core web vitals before and after fixes.
Here is what matters: 53% of mobile users abandon sites taking longer than 3 seconds to load, and improving site speed can boost conversion rates by 15-30%. Technical seo audits identify issues like broken links and missing meta tags that silently erode your search performance. Seo audits identify technical issues like broken links and slow speeds that compound over time.
Mobile friendliness is evaluated with real device testing, noting layout shifts, tap-target issues, and intrusive pop-ups. Mobile responsiveness is not optional when mobile drives roughly 59% of global e-commerce sales.
Sun Media Marketing also checks HTTPS coverage, mixed-content issues, and basic site security flags. Regular audits help adapt to thousands of Google ranking changes yearly, so technical errors caught today prevent larger problems tomorrow.
This deliverable focuses on page-level elements that directly influence click-through rate from search engine results pages and relevance signals for search engines. On-page SEO review assesses metadata, keyword optimization, and content quality across your most important URLs.
The audit includes a spreadsheet of priority URLs (typically the top 50 to 200 by traffic or revenue) plus key templates, listing:
Unique title tags should be under 60 characters. Meta descriptions should be 150-160 characters long. Each recommendation includes the target keywords and their placement. Product pages should target unique primary keywords rather than competing with each other for the same terms. Long-tail keywords convert better than head terms, which is why keyword research is integral to attracting potential customers.
The audit evaluates H1/H2 structure across templates. Use one H1 tag per page for optimal structure, and ensure headings align with search intent, particularly on collection pages targeting transactional queries and blog posts targeting informational ones. Descriptive keywords improve search visibility for product collections when placed naturally in headings and copy.
Sun Media Marketing flags keyword stuffing, thin content, missing meta descriptions, and mismatched intent. For example, a transactional product page ranking for a purely informational query needs restructuring. We provide before-and-after examples of optimized meta titles and descriptions so your content team can follow the pattern independently.
In one ecommerce website audit, fixing meta titles and aligning content quality with search intent across 120 product pages improved CTR and moved several high-value terms from page two to page one of search results within eight weeks.
This deliverable evaluates overall content quality across product pages, collections, and blog posts, and how well that content supports both seo and conversion rate optimization.
The audit grades content on three dimensions:
The deliverable highlights content gap opportunities: important keywords where competitors publish in-depth guides or buying advice while your store has no equivalent relevant pages. This is often where the biggest non-branded organic traffic gains live.
For collection pages, the audit recommends adding concise, keyword-rich intro text answering buyer questions like sizing, materials, and shipping, without overwhelming the product grid.
Sun Media Marketing outlines a prioritized content roadmap: which categories need new supporting articles, FAQ pages, or comparison content to capture more non-branded organic search traffic. Content ideas map across the entire funnel:
This section references content quality signals aligned with Google’s helpful content approach: expertise, freshness, and trust matter more than keyword density alone.
Product and lifestyle images are the backbone of any ecommerce store. Image optimization directly affects page speed, search rankings, and user experience.
The deliverable includes a summary of current image sizes, formats (JPEG, PNG, WebP), and compression levels across a sample of product and collection pages. Faster loading times from image compression can enhance user experience, especially on mobile networks. Mobile devices account for 59% of global e-commerce sales, making image weight a serious ranking factor for your shopify store’s seo.
The audit checks for:
For video and media, we verify that embedded product videos do not block rendering, carry descriptive titles, and maintain page speed.
The deliverable includes five to ten sample “good alt text vs. bad alt text” examples so your team can follow a repeatable standard. Improved image optimization contributes to better core web vitals and supports both seo score improvements and conversion, particularly for the 53% of mobile users who abandon sites over 3 seconds load time.
This deliverable documents your store’s schema markup and evaluates how well it supports rich snippets and AI-driven search experiences.
Structured data helps search engines understand your content better and helps improve visibility in search results. The audit validates existing schema for products, breadcrumbs, organization, reviews, and FAQ using structured data testing tools, flagging any errors or warnings.
Shopify automatically adds basic schema markup for product pages, but it is often incomplete. Complete product schema is essential for e-commerce seo success. Sun Media Marketing recommends enhancing schema coverage on key templates by adding missing attributes: pricing, availability, review counts, SKU, and brand identifiers.
Schema markup can improve your site’s rich snippets in search results, displaying star ratings, price ranges, and stock status directly on search engine results pages. Valid structured data increases the chances of appearing in AI Overviews, which are becoming a larger part of how shoppers discover products.
The deliverable also evaluates whether content is structured so AI systems can easily extract answers: clear headings, concise FAQ answers, and well-defined entities. We check robots.txt and meta directives to ensure search and AI crawlers are not accidentally blocked from key content.
In one case, a fashion ecommerce business saw a 115% increase in organic traffic after refining structured data alongside Core Web Vitals improvements and internationalization work. While schema markup alone does not guarantee AI Overview visibility, it is a crucial foundation for modern shopify seo.
This deliverable covers off page seo: how other websites reference and link to your shopify store, which directly influences domain authority and search rankings.
The audit includes a backlink profile summary:
Sun Media Marketing flags risky backlinks from spammy domains, irrelevant foreign sites, or obvious link schemes, and outlines a cautious clean-up or disavow strategy where warranted. Seo audits can recover stores from 50% traffic drops when toxic links or penalties are identified and addressed.
The deliverable highlights competitors’ backlink strengths: editorial placements in niche publications, local citations, or resource page links that your store lacks. These become actionable outreach ideas.
We also document brand mentions and digital PR opportunities. If your brand is being discussed online without links, those mentions can be converted into backlinks with targeted outreach.
For shopify stores with physical locations, off-page factors feed into local seo: consistency of NAP (name, address, phone) across major directories and map listings is reviewed.
Recommendations are practical and specific to your vertical: content types like guides, lookbooks, calculators, or resource pages that are likely to attract links naturally within your industry.
This deliverable applies when your ecommerce website serves multiple cities, regions, or countries through Shopify Markets or separate storefronts.
For local seo, the audit checks:
For international stores, the audit reviews hreflang implementation, URL structure (subdirectories versus subdomains), and currency/language switching behavior. Incorrect hreflang tags create duplicate content issues across markets, harming website visibility in every region.
Sun Media Marketing documents any content duplication from automatic translations that may hurt content quality and recommends market-specific content for high-value regions. We review separate sitemaps per locale and geotargeting settings in google search console.
This deliverable often ties back to broader growth strategy. Which countries or cities show promising organic demand in Search Console data but lack localized, optimized pages? That gap represents untapped revenue.
For hybrid brands with both online Shopify sales and physical retail outlets, local seo supports omnichannel visibility and foot traffic alongside your online store’s organic performance.
This deliverable covers site security, stability, and health factors that indirectly affect seo and directly affect user trust and conversion.
The audit checks for full HTTPS coverage with no mixed-content warnings on product or checkout pages. Google considers HTTPS as a ranking factor for websites, so any gaps here carry real consequences.
Sun Media Marketing reviews:
Regular audits can help recover from traffic drops by fixing crawl issues and technical errors that accumulate after theme updates or app installs. These issues won’t instantly tank your rankings, but they increase long-term vulnerability if left unresolved.
Security and performance improvements support better user signals like time on site and conversion rate, making site security part of a holistic shopify seo strategy. Sun Media Marketing recommends periodic health checks even after the main audit to catch regressions when themes or apps change.
The most valuable deliverable in any shopify seo audit is a practical, prioritized roadmap. Without it, an audit is just an expensive list of problems.
Sun Media Marketing organizes all audit findings into an action plan grouped by priority:
| Priority | Timeframe | Examples |
| Critical | Next 30 days | Fix crawl errors, resolve broken links, correct canonical tags on duplicate pages |
| High Impact | 60–90 days | Rewrite thin meta titles and missing meta descriptions, add structured data to product templates, improve core web vitals scores |
| Strategic | 6+ months | Build content hub for non-brand keyword rankings, launch digital PR for backlinks, expand into new Shopify Markets |
A prioritized action plan ranks fixes by commercial impact versus implementation difficulty. The roadmap specifies task description, affected URLs or templates, expected impact on shopify seo (traffic, conversions, risk reduction), required skills (developer, content writer, marketer), and suggested sequencing.
The plan indicates which improvements your team can handle in-house versus where Sun Media Marketing provides technical or content implementation, particularly for international ecommerce business clients.
Conduct a full seo audit quarterly and mini-audits monthly. We recommend monthly mini-audits on core templates, quarterly reviews of target keywords and content, and annual deep-dive audits after major theme or app changes. This cadence keeps your search engine optimization performance on track and prevents the slow accumulation of technical issues.
The goal behind every deliverable described in this article is the same: more resilient organic traffic, stronger brand authority, and a cleaner technical foundation to support future campaigns across seo, PPC, and social channels.
Compare your current audit deliverables against this checklist. If your reports lack a clear roadmap, baseline KPIs, or structured data analysis, you may be leaving growth on the table. Sun Media Marketing’s shopify seo audits are built to deliver exactly what’s outlined here, with every finding tied to measurable business outcomes for your online store.
It covers technical SEO, indexation, site architecture, on-page SEO, content, image optimization, schema, backlinks, local and international SEO, site health, and an action plan.
A professional audit should provide a written report, prioritized issues, KPI baseline, implementation recommendations, timelines, and an SEO roadmap.
The article states that a Shopify SEO audit typically takes 10–15 hours, depending on the store’s catalog size and complexity.
Yes. It can review indexation, crawlability, search visibility, keyword performance, and page indexing data from Google Search Console.
Yes. The audit reviews LCP, INP, and CLS across important templates such as the homepage, collection pages, and product pages.
Yes. It reviews their metadata, content, keyword targeting, search intent, internal links, indexability, and other important SEO elements.
It evaluates content uniqueness, depth, usefulness, content gaps, collection-page copy, blog content, FAQs, comparison content, and alignment with search intent.
Yes. It evaluates structured data for products, breadcrumbs, organization, reviews, and FAQs, including errors, warnings, and missing attributes.
Yes. It reviews referring domains, anchor text, link gains and losses, competitor backlink profiles, risky links, brand mentions, and potential link-building opportunities.
Yes. The article recommends a prioritized action plan covering critical fixes, high-impact improvements, and longer-term strategic SEO work, with suggested timelines and responsibilities.
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