SEO Camp DK: Mastering eCommerce Audits: Driving Results for Large-Scale Sites

Auditing a website can be challenging, but working on an eCommerce website requires a different approach.

Discover the essential strategies that you can use to conduct a thorough technical SEO audit on large eCommerce platforms.

In this talk, you will also learn how to turn your completed audit into actionable steps that drive significant performance and boost your online sales.

Transcript

1. Mastering eCommerce Audits: Driving Results for Large-Scale Sites. SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com
2. 01 How Many Times Have you Audited an eCommerce Site? Question 1 nikkihalliwell.com | techseotips.co.uk | techseoaudits.com
3. It’s frustrating when your audits go nowhere, Right? nikkihalliwell.com | techseotips.co.uk | techseoaudits.com SEO Camp Copenhagen
4. What if there was a better way? nikkihalliwell.com | techseotips.co.uk | techseoaudits.com SEO Camp Copenhagen
5. By 2027, ecommerce will make up nearly a quarter of total global retail sales. Statista nikkihalliwell.com | techseotips.co.uk | techseoaudits.com
6. + $7 trillion Predicted Worldwide eCommerce Sales for 2025 nikkihalliwell.com | techseotips.co.uk | techseoaudits.com SEO Camp Copenhagen
7. The demand for eCommerce SEO is increasing. nikkihalliwell.com | techseotips.co.uk | techseoaudits.com
8. This is how we can get it right… nikkihalliwell.com | techseotips.co.uk | techseoaudits.com SEO Camp Copenhagen +
9. 1. Identifying critical performance gaps. 2. Enhancing the user experience of the target audience. 3. Optimising the conversion rate and therefore revenue. nikkihalliwell.com | techseotips.co.uk | techseoaudits.com The Importance of eCommerce Audits SEO Camp Copenhagen
10. + Where Do We Start? nikkihalliwell.com | techseotips.co.uk | techseoaudits.com SEO Camp Copenhagen
11. SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Technical SEO Health Regular checks ensure that technical issues are identified quickly, allowing for quick resolutions and preventing potential revenue losses. Directly impacts all other areas of SEO.
12. SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Site Speed and Core Web Vitals Regular monitoring of these metrics helps maintain high performance and visibility, directly affecting customer satisfaction and revenue.
13. SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com User Experience and Functionality Improving site functionality leads to smoother transactions and fewer abandoned sessions, which impacts revenue and brand perception.
14. SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Product and Category Optimisation Refining these elements leads to increased traffic, improved UX, and higher conversions, making it crucial for long-term eCommerce success.
15. 02 How Can I Crawl Huge eCommerce Sites? Question 2 nikkihalliwell.com | techseotips.co.uk | techseoaudits.com
16. Edit the Config SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com More data means bigger crawls but we can streamline this. Deselect the following: ➔ Crawl & Store Images. ➔ Crawl & Store CSS. ➔ Crawl & Store JavaScript. ➔ Crawl & Store SWF. ➔ Configuration > Spider > Crawl. }Keep enabled if using JavaScript rendering, otherwise it will impact the render
17. Edit the Config SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Regardless of JS, we can also save memory by deselecting the following: ➔ Crawl & Store External Links. ➔ Crawl & Store Pagination. ➔ Crawl & Store Hreflang. ➔ Crawl & Store AMP. ➔ Configuration > Spider > Crawl.
18. Eliminate Certain URLs from Crawls SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com ➔ Exclude product attributes such as size, colour, brand etc. ➔ Avoid crawling millions of unnecessary URLs. ➔ Configuration > URL Rewriting > Remove all.
19. Segment Your Crawl SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com ➔ Classify URLs to recognise issues and opportunities with various templates etc. ➔ Use Segments tab ‘view’ filter to find specifics. ➔ Configuration > Segments.
20. 03 What Specific Issues Should We Be Looking For in the Audit and Crawl? Question 3 nikkihalliwell.com | techseotips.co.uk | techseoaudits.com
21. ➔ 404 errors, ➔ Indexation issues, ➔ Javascript rendering, ➔ Crawling issues, ➔ Schema markup use. SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Technical SEO Health
22. ➔ Fully loaded time, ➔ TTFB, ➔ Total page weight, ➔ Render blocking issues, ➔ Caching, ➔ Core Web Vitals. SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Website Performance
23. ➔ Blockers to checkout, ➔ Responsive design and mobile optimisation, ➔ Simple and intuitive site navigation, ➔ No intrusive interstitials. SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Site Functionality
24. ➔ Detailed product descriptions, ➔ High-quality images and videos, ➔ Utilise ratings and reviews, ➔ URL friendliness. Product Page Optimisation SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com
25. 1. Correct use of canonical tags to avoid duplication. 2. Manage crawl budget with necessary robots.txt rules. 3. Nofollow and/or remove internal links to faceted URLs. nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Is Faceted Nav Set up Correctly? SEO Camp Copenhagen
26. ➔ Logical category structure, ➔ Product filtering and sorting, ➔ Strong and relevant content, ➔ Consistent breadcrumbs. Category Page Optimisation SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com
27. + 2.5% to 3% Average eCommerce conversion rates nikkihalliwell.com | techseotips.co.uk | techseoaudits.com SEO Camp Copenhagen
28. ➔ Understanding customer journeys, ➔ A/B testing, ➔ Heatmaps, ➔ Analysing checkout behaviour. SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Conversion Rate Optimisation
29. ➔ Use of internal search functionalities, ◆ Need to Manage crawl budget, ➔ Utilisation of good internal linking, ➔ Monitoring user queries in internal search. SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Site Search and Internal Linking
30. ➔ Mobile usability testing, ➔ Consistent and friendly navigation, ➔ Text and button sizes, ➔ Mobile accessible buttons. SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Mobile Optimisation
31. ➔ SSL certificate validation, ➔ Malware checks, ➔ Compliance with data protection, ➔ Reputation and blacklisting, ➔ Secure payment gateways. SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Security and Compliance
32. Convertcart nikkihalliwell.com | techseotips.co.uk | techseoaudits.com 87% customers feel product content is the most important factor when deciding to purchase an item online
33. 1. Use fresh and engaging content. 2. Enhance blog resources with UGC and video content. 3. Ensure good product page consistency and availability. nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Use of Good eCommerce Content SEO Camp Copenhagen
34. nikkihalliwell.com | techseotips.co.uk | techseoaudits.com SEO Camp Copenhagen ➔ Improves decision-making, ➔ Increases engagement, ➔ Builds trust, ➔ Less product returns. Feature Comparisons Canon - Buying Guides
35. nikkihalliwell.com | techseotips.co.uk | techseoaudits.com SEO Camp Copenhagen ➔ Simplifies decision-making, ➔ Improves user experience, ➔ Educates customers, ➔ Increases conversions. Buying Guides REI Expert Advice - Hiking Boots
36. 04 What tools can I use to conduct an eCommerce site audit? Question 4 nikkihalliwell.com | techseotips.co.uk | techseoaudits.com
37. nikkihalliwell.com | techseotips.co.uk | techseoaudits.com SEO Camp Copenhagen Tools for eCommerce Audits
38. nikkihalliwell.com | techseotips.co.uk | techseoaudits.com SEO Camp Copenhagen Tools for eCommerce Audits
39. 05 How can I get my recommendations implemented? Question 5 nikkihalliwell.com | techseotips.co.uk | techseoaudits.com
40. 1. Prioritise findings from the audit. 2. Set actionable next steps. 3. Assign clear accountabilities. SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com
41. nikkihalliwell.com | techseotips.co.uk | techseoaudits.com SEO Camp Copenhagen Red (Critical or Severe) Urgent, high-severity issues that pose significant risks to site functionality or SEO performance, requiring immediate attention. Amber (Moderate) Medium-priority issues that impact the site but are less urgent, with manageable risks that can be addressed in the near future. Green (Low) Low-severity issues that are minor and have minimal impact on the site's performance, to be resolved when resources are available. nikkihalliwell.com | techseotips.co.uk | techseoaudits.com
42. nikkihalliwell.com | techseotips.co.uk | techseoaudits.com SEO Camp Copenhagen Customise the Audit ➔ Adapt it for your audience, ➔ Who are you presenting it to? ➔ What information do they need? ➔ What do they care about? ➔ What will help them achieve the outcome?
43. What revenue do they risk losing by not implementing the fixes you recommend? What is the revenue at risk? Assign Revenue Figures SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com PRIORITY NAME REVENUE AT RISK High Issue 1 £200,000 High Issue 2 £150,000 High Issue 3 £100,000 Medium Issue 4 £80,000 Medium Issue 5 £50,000 Medium Issue 6 £45,000
44. What is the Revenue at Risk? SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com
45. Conservative - Potential earnings by improving by an average of 3 positions Forecast Different Scenarios SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Optimistic - Potential earnings by improving by an average of 5 positions CURRENT CONSERVATIVE (+3) OPTIMISTIC (+5) Non-brand clicks 1,444,955 3,599,135 8,372,356 Non-brand revenue £2,037,387 £5,074,780 £11,805,022
46. Forecast Different Scenarios SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com
47. 1a £xxx Time needed Change Change Description 2 1b 3 P1 P1 P1 P2 Provide a roadmap of proposed changes alongside the risks associated, and the time required to implement the fix. SEO Camp Copenhagen nikkihalliwell.com | techseotips.co.uk | techseoaudits.com Create a Commercially Prioritised Roadmap £xxx Time needed Change Change Description £xxx Time needed Change Change Description £xxx Time needed Change Change Description
48. nikkihalliwell.com | techseotips.co.uk | techseoaudits.com SEO Camp Copenhagen Drive Results
49. Hey, I’m Nikki, I can help with your next eCommerce audit. + Let’s Connect nikkihalliwell.com https://speakerdeck.com/nikkihalliwell