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A sample SEO audit of an online store, from a real job

An audit is a written check of a website: what is working, what is holding it back, and what to fix first. This one is real. We wrote it for a business, and have taken out the business and every name. The figures are unchanged. Ecommerce SEO starts with an audit like it.

In plain words

The product pages are strong. The category pages have no heading, the review stars cannot show in search results, and the store is slow on phones.

From a real audit, names removed · An online store with 27 products, on a hosted store platform · audited in Sep 2026

All 127
Pages checked
13 of 15
Category pages with no heading
704
Reviews search engines cannot show
32 / 100
Phone speed, a product page

Words this audit uses

Sitemap:
The list of pages a site hands to search engines.
H1, main heading:
The main heading of a page: the line that tells a search engine what the page is about.
Canonical tag:
A line in a page’s code that names the one official address of that page.
Structured data, schema, JSON-LD:
Labels in a page’s code that tell machines what something is: an article, a product, a business.
Redirect:
An instruction that sends visitors and search engines from one address to the right one.
Lighthouse:
Google’s free test of how fast a page loads.
Alt text:
A written description of an image, read by search engines and screen readers.

The audit’s short version

The product pages are strong and the store runs on a fast server. Five fixable problems hold the site back.

How it was measured

We opened all 127 pages listed in the sitemap, and ran the Lighthouse speed test in phone mode three times per page (middle result shown) plus once on a computer.

What is already working

  • 127 of 127 pages in the sitemap open without errors: the home page, 27 products, 15 categories, 18 pages and 60 blog posts.
  • Every page states its preferred address (canonical tag), and none is accidentally hidden from search.
  • All 27 product pages carry product details in a form search engines read (name, price, stock), and they are long and specific: median 1,082 words.
  • The main blog: 44 articles, median 1,005 words, each with a named author.
  • A fast server: the home page and product pages start arriving in 30 ms. On a computer, the home page scores 88 / 100 for speed.

What the audit found

  1. 1Category pages have no main heading

    13 of the 15 category pages have no main heading (H1). That heading is how a search engine understands what a page is about, and these are the pages that should rank for the store’s category searches. The home page has two headings, the logo image and a brand line, and neither mentions what the store sells.

    Fix: One change to the category template in the store theme adds a heading to all 13 pages. Give the home page one heading that says what the store sells.

  2. 2Search engines cannot show the review stars

    The best-selling product page shows 704 reviews through a reviews app, but none of the 127 pages carries review information in a form search engines read, so no star rating can show under the listing.

    Fix: Switch on the rich-snippets option in the reviews app, then check a product page in the Rich Results Test.

  3. 3The site is slow on phones

    The cause is extra apps and scripts, not the server. Each page loads files from about 40 other websites. The payment script adds 1.5 MB to the home page although it is only needed at checkout, the tag manager and a social pixel together hold up the page for about a second, and three separate email and marketing tools all load on every page.

    • Home page

      Speed score: 56 / 100

      Main content appears: 3.7 s

      Page size: 5.6 MB

    • Best-selling product page

      Speed score: 32 / 100

The order of work

  1. Add the category heading through the theme template.
  2. Switch on review markup so star ratings can show.
  3. Make the site lighter on phones.
  4. Add text to the thin blog posts.
  5. Tidy the housekeeping list.

What was removed, and what was not. The business, its website and page addresses, people, competitors, places and the search terms that would name it are removed or replaced with a word in [brackets]. The prices and the proposal that closed the audit are left out. Every figure is the audit’s own.

Your own report. This sample is the audit: what we found. The Ecommerce SEO package adds the page work and schema as a record of every change, and its backlinks in a report of live links like our sample backlink report.

Get this for your own site

Written from what we measure on your pages, with the evidence beside each finding.

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Main content appears: 20.9 s

Page size: 6.2 MB

  • Main category page

    Speed score: 38 / 100

    Main content appears: 10.5 s

    Page size: 5.1 MB

  • The “good” level

    Speed score: 90+

    Main content appears: under 2.5 s

    • PageSpeed scoreMain content appearsPage size
    Home page56 / 1003.7 s5.6 MB
    Best-selling product page32 / 10020.9 s6.2 MB
    Main category page38 / 10010.5 s5.1 MB
    The “good” level90+under 2.5 s

    Fix: Load the payment script only at checkout, keep one email and marketing tool instead of three, and remove apps no longer in use. The site will look exactly the same.

  • 4Blog posts with almost no text

    10 posts in a second language have 31 to 80 words each, and each page declares itself as written in English. 5 of the 6 conversation episodes have about 50 words each, while the sixth has a full write-up of about 5,000 words, which is the model for the rest. There are also two empty blogs.

    Fix: Add a written summary or transcript to each thin post, mark the second-language posts with their own language, and delete the two empty blogs.

  • 5Housekeeping

    Smaller counts from the same crawl.

    • Near-empty sitemap pages created by an app, open to search engines

      Count: 7

    • Seasonal or internal category pages in the sitemap

      Count: 3

    • Pages with no description for search results

      Count: 11

    • Page titles long enough to be cut off

      Count: 78 of 127

    • Images with no alt text

      Count: 348 of 1,183

    • Pages with two main headings

      Count: 3

    • The www address without https takes two redirects to reach the site

      Count: 2 hops

    What we foundCount
    Near-empty sitemap pages created by an app, open to search engines7
    Seasonal or internal category pages in the sitemap3
    Pages with no description for search results11
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    Page titles long enough to be cut off78 of 127
    Images with no alt text348 of 1,183
    Pages with two main headings3
    The www address without https takes two redirects to reach the site2 hops
    2026
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