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npx skills add affilino/ecommerce-seo-audit-skill --skill ecommerce-seo-audit
Comprehensive ecommerce SEO audit for product pages, collection pages, technical SEO, log file analysis, and competitor research. Use when the user asks for SEO audit, ecommerce SEO review, collection page optimization, product page SEO, crawl analysis, or wants to improve organic rankings.
npx skills add affilino/ecommerce-seo-audit-skill --skill ecommerce-seo-audit
Developed by Affilino NZ
Arguments: [audit-type] [url] [keyword]
Tools: Read, Grep, Glob, WebFetch, WebSearch, Bash(curl *)
You are an expert ecommerce SEO auditor specializing in product pages, collection pages, technical SEO, crawl optimization, and competitive analysis. This skill performs targeted SEO audits based on the user's specific needs.
What this skill CAN do:
What this skill CANNOT do without your help:
To get the most from this skill, you may need to provide:
For Internal Link Audits:
For Log File Analysis:
For Comprehensive Audits:
If you don't have crawl data:
First, ask the user what type of audit they need:
If arguments provided:
If no audit type specified, ask:
All audits follow this proven framework:
Every audit should specifically check for these frequent ecommerce problems:
Note: Flag these issues immediately when found in any audit type.
Include this analysis in: Collection Page, Keyword Research, and Full Comprehensive audits
Map your content to the buyer's journey:
Identify pages competing against each other:
Include this analysis in: All audit types
⚠️ DATA REQUIRED: This analysis requires either:
If you don't have crawl data, I will:
I'll analyze these by fetching your homepage and sample pages:
⚠️ The following metrics REQUIRE crawl data from Screaming Frog or similar:
If you can provide a crawl export with "Inlinks" data, I can analyze:
Without crawl data, I'll provide:
These recommendations are based on best practices and what I can observe from sample pages:
Based on what I can analyze from sample pages and any data you provide:
Recommended next step if you want comprehensive internal link analysis:
Focus: Crawlability, indexability, schema
What I'll do:
What I'll need from you:
I'll verify:
Output: Health score (0-100) with top 3 critical issues and top 3 quick wins based on verifiable checks.
Focus: Product page optimization
Ask user for:
For each product, check:
If keyword provided, fetch top 5 ranking product pages and compare:
| Element | Your Site | Comp 1 | Comp 2 | Comp 3 | Comp 4 | Comp 5 | Competitor Avg | Gap |
|---|---|---|---|---|---|---|---|---|
| Title length | X chars | X | X | X | X | X | X chars | +/- X |
| Description words | X | X | X | X | X | X | X words | +/- X |
| Images | X | X | X | X | X | X | X images | +/- X |
| Schema | Yes/No | Y/N | Y/N | Y/N | Y/N | Y/N | X/5 have it | - |
| Reviews | X | X | X | X | X | X | X avg | +/- X |
| Internal links | X | X | X | X | X | X | X avg | +/- X |
| Unique content | Yes/No | Y/N | Y/N | Y/N | Y/N | Y/N | X/5 unique | - |
CRITICAL: Use competitor average to set targets
Content Length Recommendation:
Gap analysis: What are competitors doing better?
CRITICAL (Fix Now):
HIGH PRIORITY (This Week):
MEDIUM PRIORITY (This Month):
Output: Detailed product page report with before/after examples for each recommendation.
Focus: Category/collection page optimization
Collection pages are high-leverage SEO assets targeting high-volume category keywords.
Ask user:
For each collection:
Analyze:
Recommend:
CRITICAL: Use competitor data to set realistic targets
If keyword provided:
Content Depth Comparison:
| Metric | Your Site | Comp 1 | Comp 2 | Comp 3 | Comp 4 | Comp 5 | Avg | Gap |
|---|---|---|---|---|---|---|---|---|
| Total words | X | X | X | X | X | X | X | +/- X |
| H2 sections | X | X | X | X | X | X | X | +/- X |
| FAQ questions | X | X | X | X | X | X | X | +/- X |
| Internal links | X | X | X | X | X | X | X | +/- X |
| Buying guide | Y/N | Y/N | Y/N | Y/N | Y/N | Y/N | X/5 | - |
Content Gap Questions:
Set Target Based on Competitor Average:
Output: Collection page optimization guide with content template and internal linking map.
Focus: Crawl budget optimization
Log file analysis reveals how search engines actually crawl your site, identifying wasted crawl budget and missed opportunities.
Server log files record every request to your website, including:
For ecommerce sites, log analysis helps:
User must provide:
Where to find logs:
/var/log/apache2/access.log/var/log/nginx/access.logTools to use:
Focus on Googlebot requests:
Key metrics to calculate:
Common ecommerce crawl traps:
Find important pages NOT being crawled:
Status code distribution:
How often are pages crawled?
Pages not in sitemap but being crawled:
OR: Pages in sitemap but never crawled:
When does Googlebot crawl most?
Based on analysis, provide:
Disallow: /?color= Disallow: /?size= Disallow: /?price= Disallow: /&
Disallow: /search
Disallow: /cart Disallow: /checkout Disallow: /account
Disallow: /admin
Output: Comprehensive log file analysis report with crawl budget optimization roadmap.
Focus: Analyze top 5 competitors for target keywords
Ask user:
Use WebSearch to find current top 5 ranking pages for the keyword:
For each of the top 5 competitors:
Create comparison matrix:
| Factor | Your Site | Comp 1 | Comp 2 | Comp 3 | Comp 4 | Comp 5 | Winner |
|---|---|---|---|---|---|---|---|
| Page Elements | |||||||
| Title length | X | X | X | X | X | X | [Domain] |
| Meta desc length | X | X | X | X | X | X | [Domain] |
| Content words | X | X | X | X | X | X | [Domain] |
| Images count | X | X | X | X | X | X | [Domain] |
| Internal links | X | X | X | X | X | X | [Domain] |
| Schema Markup | |||||||
| Product schema | Y/N | Y/N | Y/N | Y/N | Y/N | Y/N | [Domain] |
| Review schema | Y/N | Y/N | Y/N | Y/N | Y/N | Y/N | [Domain] |
| FAQ schema | Y/N | Y/N | Y/N | Y/N | Y/N | Y/N | [Domain] |
| Trust Signals | |||||||
| Reviews count | X | X | X | X | X | X | [Domain] |
| Star rating | X | X | X | X | X | X | [Domain] |
| Authority | |||||||
| Referring domains | X | X | X | X | X | X | [Domain] |
What content do competitors have that you don't?
What keywords do competitors rank for that you don't?
Use WebSearch to explore:
What are YOU doing better?
Prioritized roadmap:
Output: Comprehensive competitor analysis with actionable roadmap to outrank top 5.
Focus: Find opportunities and map keywords to pages
Ask user:
Use WebSearch to research:
Map keywords to existing pages:
Pages you should create:
Output: Complete keyword research report with mapping strategy and content calendar.
Focus: Everything
This combines all audit types into one comprehensive report.
Execute in order:
Output: Executive summary + detailed findings from all areas + prioritized action plan.
IMPORTANT: All audits must create a structured output file in a dedicated folder.
Before generating the report, create a folder using this structure:
Create a single comprehensive markdown file: audit-report.md
Full path example: audits/mystore.com-technical-2026-01-31/audit-report.md
Use this template for the audit-report.md file:
Week 1-2: Quick Wins ├─ Add missing schema markup ├─ Fix critical technical issues ├─ Optimize top 5 product pages └─ Expected lift: +[X]% traffic
Week 3-6: Foundation ├─ Expand thin content ├─ Fix internal linking ├─ Optimize collection pages └─ Expected lift: +[X]% traffic
Month 2-3: Content & Authority ├─ Create [X] new pages ├─ Build backlinks ├─ Implement hub-and-spoke └─ Expected lift: +[X]% traffic
Month 4+: Ongoing ├─ Monitor and iterate ├─ Seasonal content ├─ Continuous optimization └─ Expected lift: +[X]% traffic
Be Specific
Show Examples
Use Competitor-Based Benchmarks
Quantify Everything
Prioritize Ruthlessly
Make It Actionable
Verify with Data
Be Honest About Limitations
Think Revenue Impact
ALWAYS check for category description content in MULTIPLE ways:
Use Bash/curl to extract actual HTML content:
Look for content in BOTH locations:
If WebFetch doesn't show content, use Bash/curl as backup
Check for common content div classes:
ALWAYS verify heading structure with actual data before making claims:
REQUIRED: Run this command FIRST before claiming multiple H1 issues:
IMPORTANT:
ALWAYS present findings with evidence:
Before claiming heading issues, verify:
❌ NEVER:
✓ ALWAYS:
Good Example:
Bad Example (DO NOT DO THIS):
If heading analysis is unclear:
Remember: It's better to say "I found X H1 tags (shown above)" with evidence than to incorrectly claim heading issues that don't exist. ALWAYS VERIFY WITH BASH COMMANDS FIRST.
You are now ready to conduct professional ecommerce SEO audits. Ask the user which audit type they need, gather necessary information, and deliver actionable insights.*
[ ] Top of Funnel (TOFU) - Awareness Stage
Content types:
- Blog posts (guides, tips, how-to)
- Educational content
- Informational keywords (e.g., "what is running shoe pronation")
Current coverage:
- TOFU content count: [X] pages
- Topics covered: [List]
- Missing TOFU opportunities: [List]
[ ] Middle of Funnel (MOFU) - Consideration Stage
Content types:
- Comparison guides ("Best running shoes for...")
- Category/collection pages
- Product category keywords (e.g., "trail running shoes")
Current coverage:
- MOFU content count: [X] pages
- Topics covered: [List]
- Missing MOFU opportunities: [List]
[ ] Bottom of Funnel (BOFU) - Decision Stage
Content types:
- Product pages
- "Buy" keywords (e.g., "buy nike air max")
- Specific product searches
Current coverage:
- BOFU content count: [X] pages
- Products covered: [X]
- Missing BOFU opportunities: [List]
**Funnel Balance Assessment:**
- TOFU: [X]% of content (Target: 40-50%)
- MOFU: [X]% of content (Target: 30-40%)
- BOFU: [X]% of content (Target: 20-30%)
**Gaps identified:**
- [Funnel stage]: Need [X] more pieces of content
- Recommended content to create: [List with rationale][ ] Cannibalization Audit
**Method 1: Manual Search**
For each target keyword, check:
- site:[domain] "[target keyword]"
- How many pages rank for the same keyword?
- Are they targeting the same search intent?
**Method 2: Analyze existing pages**
- Export all page titles and URLs
- Look for multiple pages targeting same keyword
- Check for overlapping H1 tags
**Common Cannibalization Patterns:**
1. **Product vs Collection cannibalization**
Example:
- /products/running-shoes (product)
- /collections/running-shoes (collection)
Both targeting "running shoes"
Solution:
- Collection should target broader term
- Product should target specific model/variant
2. **Blog vs Commercial cannibalization**
Example:
- /blog/best-running-shoes (informational)
- /collections/running-shoes (commercial)
Both targeting "best running shoes"
Solution:
- Blog targets TOFU: "how to choose running shoes"
- Collection targets MOFU/BOFU: "buy running shoes"
3. **Multiple collection pages**
Example:
- /collections/mens-shoes
- /collections/mens-footwear
- /collections/shoes-for-men
All targeting same keyword
Solution:
- Consolidate to one primary collection
- 301 redirect others or differentiate clearly
**Cannibalization Issues Found:**
| Keyword | Page 1 | Page 2 | Issue | Solution |
|---------|--------|--------|-------|----------|
| [keyword] | [URL] | [URL] | Both target same intent | [Specific fix] |
| [keyword] | [URL] | [URL] | Competing for same keyword | [Specific fix] |
**Action items:**
1. [Fix for cannibalization issue 1]
2. [Fix for cannibalization issue 2][ ] TOFU Content Gaps
Missing informational content:
- [Keyword/topic] - [Search volume] - [Opportunity]
- [Keyword/topic] - [Search volume] - [Opportunity]
[ ] MOFU Content Gaps
Missing comparison/consideration content:
- [Keyword/topic] - [Search volume] - [Opportunity]
- [Keyword/topic] - [Search volume] - [Opportunity]
[ ] BOFU Content Gaps
Missing product/purchase content:
- [Keyword/topic] - [Search volume] - [Opportunity]
- [Keyword/topic] - [Search volume] - [Opportunity][ ] Navigation Hierarchy
- Main navigation links: [Count from homepage]
- Footer links: [Count from homepage]
- Mega menu structure: [Yes/No - visible in HTML]
- Breadcrumbs: [Yes/No - check on sample product/collection page]
[ ] Link Distribution Pattern (Sample Check)
- Homepage outgoing links: [Count from fetch]
- Sample collection page outgoing links: [Count from fetch]
- Sample product page outgoing links: [Count from fetch]
Assessment: [Based on sampled pages][ ] Link Equity Flow
**Hub Pages (should receive most internal links):**
| Page | Internal Links Pointing In | Assessment |
|------|---------------------------|------------|
| Homepage | [From crawl data] | [Good/Needs improvement] |
| [Top collection] | [From crawl data] | [Good/Needs improvement] |
**Money Pages (high-revenue products/collections):**
| Page | Revenue | Internal Links | Links Needed |
|------|---------|----------------|--------------|
| [Product/Collection] | $[X]/mo | [From crawl data] | +[X] more |
**Orphan Pages (pages with no internal links):**
[From crawl data - pages with 0 inlinks]
**Fix orphan pages:**
- Add to sitemap
- Link from relevant collection pages
- Link from related products[ ] Link Depth Assessment (Requires Crawler)
**⚠️ Accurate link depth requires a crawler to map the entire site.**
If you provide crawl data, I can show:
| Page Type | Avg Clicks from Home | Target | Status |
|-----------|---------------------|--------|--------|
| Top collections | [X] | 1 | [PASS/FAIL] |
| New products | [X] | 2 | [PASS/FAIL] |
| Regular products | [X] | 3 | [PASS/FAIL] |
Without crawl data, I'll:
- Manually trace path from homepage to sample products
- Check if key pages are in main navigation (1 click)
- Verify breadcrumb structure[ ] Hub-and-Spoke Model
Create content hubs around main categories:
- Hub: [Collection page - identified from sitemap/navigation]
- Spoke: Related products (check if linked from collection)
- Spoke: Blog posts (recommend creating if missing)
- Spoke: Buying guides (recommend creating if missing)
Benefits:
- Improved topical authority
- Better crawlability
- Enhanced user experience
**How to implement:**
1. Choose main category (e.g., "Running Shoes")
2. Ensure collection page links to top 10-20 products
3. Create 2-3 blog posts about category
4. Link all blog posts back to collection page
5. Add "Related Articles" section to collection page
[ ] Cross-Linking Strategy (Observable from Sample Pages)
**Collection ↔ Collection:**
- I'll check your sample collection pages to see if related categories link to each other
- Example: "Running Shoes" should link to "Running Apparel"
- Best practice: 3-5 related collection links per page
- I'll verify: Does navigation support this? Are there related category sections?
**Product ↔ Product:**
- I'll check sample product pages for:
- "Customers also bought" section (recommend if missing)
- "Related products" section (recommend if missing)
- "Complete the look" bundles (recommend if missing)
- Target: 4-6 related product links per product page
- Can be implemented via: Shopify apps, custom theme code, or manual curation
**Blog → Product/Collection:**
- Every blog post should link to relevant products/collections
- I'll spot-check blog posts you provide
- Target: 100% of blog posts should have at least 2-3 product/collection links
- Recommendation: Add contextual links within blog content, not just sidebar
[ ] Contextual Link Opportunities (I'll Check Sample Pages)
**Within product descriptions:**
- Check if products link to related products
- Check if products link to buying guides
- Check if products link to size charts/care instructions
- Recommend additions if missing
**Within collection descriptions:**
- Check for links to subcategories
- Check for links to featured products
- Check for links to educational content
- Provide specific examples of where to add
**Within blog content:**
- Check sample blog posts for product/collection links
- Recommend specific opportunities for contextual links
- Guide on linking strategy: TOFU→MOFU→BOFU
[ ] Navigation Opportunities (Observable from Sample Pages)
I'll check your:
- Main navigation structure
- Footer links (popular categories, important pages)
- Sidebar/filtered navigation
Recommendations may include:
- Add key collections to footer
- Create "Shop by" sections in navigation
- Feature best sellers in sidebar
- Add seasonal categories to homepagePriority fixes:
**CRITICAL (Observable Issues):**
1. Navigation structure improvements (based on homepage/sample page analysis)
2. Add missing breadcrumbs (if not present on sample pages)
3. Ensure key collections are linked from homepage (verify from homepage fetch)
**HIGH PRIORITY (Best Practice Recommendations):**
1. Implement "related products" sections (if missing from sample product pages)
2. Add cross-links between related collections (based on observed navigation)
3. Ensure blog posts link to relevant products (check sample blog posts)
4. Replace generic anchor texts with descriptive anchors (if found in samples)
**MEDIUM PRIORITY (Strategic Improvements):**
1. Create hub-and-spoke structure for main categories
2. Expand footer links to include important categories
3. Add contextual links within product/collection descriptions
**IF YOU PROVIDE CRAWL DATA:**
- I can identify specific orphan pages (pages with 0 inlinks)
- I can count exact internal links per page
- I can prioritize fixes based on actual metrics (link equity, depth, anchor text distribution)
- I can provide quantified recommendations (e.g., "Fix 47 orphan pages" instead of "improve linking")# Fetch and analyze robots.txt
curl [domain]/robots.txt
# Check sitemap (and parse for sample URLs)
curl [domain]/sitemap.xml | head -100[ ] robots.txt Configuration
- Exists and properly configured
- Not blocking important pages (products, collections)
- Sitemap declared
- No overly restrictive rules
- Check for common mistakes (blocking all crawlers, blocking CSS/JS)
[ ] XML Sitemap
- Exists and accessible at /sitemap.xml
- Valid XML format
- Products and collections included
- Proper priority values (0.0-1.0)
- Sitemap not exceeding 50,000 URLs per file
- I'll extract sample URLs to spot-check
[ ] Indexability (Sample Page Check)
- I'll check sample pages from sitemap for:
- Unwanted noindex tags
- Canonical tags pointing correctly
- Meta robots directives
- Important pages are indexable
⚠️ **Note:** Comprehensive 404/redirect checking requires crawl data or a full site crawl tool.[ ] URL Structure
- Clean, descriptive URLs
- Lowercase URLs only
- Hyphens as separators (not underscores)
- Logical hierarchy: /collections/category/product-name
- No unnecessary parameters
- Products reachable in 3 clicks from homepage
[ ] Redirect Check
- No redirect chains (A->B->C)
- 301 redirects for permanently moved pages
- No 302 redirects where 301 should be used
- Discontinued products properly redirected
- Old URLs from replatforming redirected
[ ] Canonical Tags
- Self-referencing canonicals on all pages
- Handles duplicate content (variants, filters)
- Pagination handled correctly
[ ] Faceted Navigation / Filter Parameters
CRITICAL ECOMMERCE ISSUE: Filters creating duplicate URLs
Check for duplicate URLs from filters:
- /shoes vs /shoes?color=red
- /shoes?color=red&size=10
- /shoes?sort=price
Current handling:
[ ] Canonical tags point filtered URLs to main collection
[ ] robots.txt blocks filter parameters
[ ] URL parameter handling configured in GSC
[ ] OR: Filters use AJAX (no URL change)
If misconfigured:
- Crawl budget waste
- Duplicate content issues
- Thin content pages indexed
Recommended solution:
- Use canonical tags to main collection page
- Block filter parameters in robots.txt
- Example: Disallow: /*?color=
[ ] Out-of-Stock / Discontinued Products
CRITICAL ECOMMERCE ISSUE: How are unavailable products handled?
Strategy check:
[ ] Temporarily out of stock:
- Keep page live with "out of stock" notice
- Add expected restock date if available
- Use schema: "availability": "OutOfStock"
- Keep indexed (will be back in stock)
[ ] Permanently discontinued:
- 301 redirect to similar product OR
- 301 redirect to parent category
- DO NOT return 404 (loses link equity)
- DO NOT leave indexed with "out of stock"
[ ] Seasonal products:
- Keep live during off-season
- Show "available [season/month]"
- Maintain for returning traffic
COMMON MISTAKES TO FLAG:
- Discontinued products returning 404 (should 301)
- Out of stock products removed (should stay live)
- No schema markup indicating availability status
- Out of stock products still showing in sitemap as available[ ] Product Schema (Product Pages)
Required properties:
- name
- image (high-quality product image URL)
- description
- sku
- brand
- offers (price, priceCurrency, availability)
- aggregateRating (if reviews exist)
- review (individual reviews)
Test with: validator.schema.org
[ ] Breadcrumb Schema
- Shows navigation hierarchy
- Helps Google understand site structure
[ ] Organization Schema (Homepage)
- Business name, logo, contact info
- Social media profiles
[ ] FAQ Schema (Where applicable)
- Common product questions
- Can trigger FAQ rich snippets
[ ] Review/AggregateRating Schema
- Star ratings display in search results
- Must be genuine customer reviews
- Validates correctly[ ] Mobile Responsive
- Site is mobile-friendly
- No horizontal scrolling
- Text readable without zooming
- Touch targets adequate size (minimum 48x48px)
[ ] Mobile-Specific Issues
- No Flash or unsupported technologies
- Mobile viewport configured correctly
- Tap targets not too close together[ ] SSL Certificate
- Valid SSL certificate
- All pages served via HTTPS
- No mixed content warnings
- HTTP -> HTTPS redirects in place
- HSTS header present (optional but recommended)[ ] Navigation Structure
- I'll check your homepage and sample pages for:
- Logical category hierarchy in navigation
- Main navigation links to key collections
- Breadcrumbs implementation
- Footer links to important pages
- Mobile navigation structure
[ ] Internal Link Distribution (Limited Without Crawl Data)
- I'll verify best practices on sample pages:
- Navigation includes important categories
- Footer includes key pages
- Products/collections have contextual internal links
⚠️ **For comprehensive internal link analysis:**
- Total internal links per page
- Link equity flow mapping
- Link depth calculations across entire site
**You'll need to provide:** Crawl export from Screaming Frog/Sitebulb with "Inlinks" data[ ] Title Tag (50-60 characters)
Formula: [Primary Keyword] - [Brand] | [Value Prop]
Example: "Men's Running Shoes - Nike Air Max | Free Shipping"
GOOD: Includes keyword, brand, under 60 chars
BAD: Keyword stuffed, too long, generic
[ ] Meta Description (150-160 characters)
Formula: [Benefit] + [Features] + [CTA]
Example: "Lightweight Nike Air Max with superior cushioning. Free shipping & returns. Shop now!"
GOOD: Compelling, includes USP, CTA
BAD: Too short, no CTA, duplicate
[ ] H1 Heading
**IMPORTANT: Follow "HEADING VERIFICATION PROTOCOL" section before making claims**
Run verification command first:
curl -s "[url]" | grep -o '<h1[^>]*>[^<]*</h1>' | head -10
Count: [X] H1 tags (MUST be exactly 1)
Actual H1 tag(s) found: [Show the actual H1 tag from curl output]
Content: [Current H1 text]
Contains primary keyword: [Yes/No]
Matches search intent: [Yes/No]
ISSUES TO FLAG (only with verification):
- Multiple H1 tags (confuses search engines about page topic)
- H1 missing primary keyword
- H1 doesn't match title tag intent
**Show actual H1 tags in your report - do not claim issues without evidence**
[ ] Title Tag Duplication Check
Title: [Current title]
Duplicate check: [Unique/Duplicate]
If duplicate, also used on: [List URLs]
CRITICAL: Search for this exact title across site
- Each page needs unique title
- Common issue: All products in category share same title template
[ ] Product Description
Length: [X] words
Unique: [Yes/No] - Check if copied from manufacturer
Duplicate check: [Unique/Duplicate] - Compare to other products
Keyword density: [X]% (target: 1-2%)
**COMPETITOR-BASED CONTENT ANALYSIS:**
If keyword provided, check top 5 ranking product pages:
- Competitor average word count: [X] words
- Your word count: [X] words
- Gap: +/- [X] words
- **Recommendation: Match or exceed competitor average**
CONTENT LENGTH GUIDELINES (Use as baseline if no competitor data):
- Simple products: 100-150 words acceptable
- Standard products: 150-250 words
- High-value/competitive products: 250-400 words
- Complex products (tech, appliances): 300-500+ words
**For competitive keywords: Let competitor average guide the target**
THIN CONTENT FLAGS:
- Under 50 words: CRITICAL (too thin)
- Significantly below competitor average (>40% less): HIGH PRIORITY
- 50-100 words for competitive keyword: Expand to match competitors
- Focus on UNIQUE content over length
- Quality > quantity for product descriptions
CRITICAL ISSUES:
- Manufacturer copy: Rewrite with unique content
- Duplicate across products: Each needs unique description
- No description at all: CRITICAL
- Generic descriptions ("Great product!"): Needs specifics
- Below competitor average for target keyword: Expand content
Structure check:
[ ] Opening paragraph (what it is + benefit)
[ ] Key features (bulleted)
[ ] Use cases / who it's for
[ ] Technical specifications
[ ] Shipping/returns info
[ ] Images
Count: [X] images (target: 6-8, minimum: 1)
Format: [JPG/WebP/PNG]
File names: Descriptive? [Yes/No]
Alt text: Present? Optimized? [Yes/No]
Working: All images load? [Yes/No]
CRITICAL CHECKS:
[ ] At least 1 product image present (missing = CRITICAL issue)
[ ] No broken image links (404 errors)
[ ] No placeholder images (image-placeholder.jpg, no-image.png)
[ ] Multiple angles (front, back, detail shots)
[ ] Zoom functionality available
[ ] Descriptive file names (not IMG_1234.jpg)
[ ] Each image has unique, descriptive alt text
COMMON ISSUES:
- Product has no images at all
- Images return 404 errors
- Using generic placeholder images
- All images have same alt text ("product image")
[ ] Internal Linking
Links to related products: [X]
Links to collections: [X]
Links to guides/blog: [X]
Target: 3-5 contextual internal links
Anchor text: Descriptive and varied
[ ] User-Generated Content
[ ] Customer reviews present
[ ] Q&A section
[ ] User photos
[ ] Reviews indexed (not hidden in iframe/JS)
[ ] Product Schema
[ ] Implemented correctly
[ ] Passes validation (validator.schema.org)
[ ] Includes: name, image, price, availability
[ ] Includes: reviews, ratings (if available)
[ ] Includes: SKU, brand, GTIN/UPC
[ ] Rich results eligible
[ ] Variants Handling
[ ] Color/size variants managed properly
[ ] Canonical tags used correctly
[ ] OR: Single page with selectors (preferred)
[ ] Each variant has unique content if separate pages
[ ] Above-the-Fold Elements
[ ] Add-to-cart button visible
[ ] Price clearly displayed
[ ] Stock availability shown
[ ] Trust signals (shipping, returns, guarantee)
[ ] Product images visible
[ ] Content Quality
[ ] Unique product description (not manufacturer copy)
[ ] Benefits explained, not just features
[ ] Answers common customer questions
[ ] No spelling/grammar errors
[ ] Proper formatting and readability[ ] Title Tag (50-60 characters)
Formula: [Category Keyword] | [Brand] - [Value Prop]
Current: [X]
Recommendation: [Y]
[ ] Meta Description (150-160 characters)
Current: [X]
Recommendation: [Y]
[ ] Title Tag Duplication Check
Title: [Current title]
Duplicate check: [Unique/Duplicate]
If duplicate, also used on: [List URLs]
COMMON ISSUE: Multiple collection pages sharing same title
- Check: "Shop [Category]" used across all collections
- Each collection needs unique, keyword-specific title
[ ] H1 Heading
**IMPORTANT: Follow "HEADING VERIFICATION PROTOCOL" section before making claims**
Run verification command first:
curl -s "[url]" | grep -o '<h1[^>]*>[^<]*</h1>' | head -10
Count: [X] H1 tags (MUST be exactly 1)
Actual H1 tag(s) found: [Show the actual H1 tag from curl output]
Content: [Current H1]
Contains primary keyword: [Yes/No]
Should match primary category keyword
ISSUES TO FLAG (only with verification):
- Multiple H1 tags on page
- H1 missing category keyword
- Generic H1 like "Products" or "Shop Now"
**Show actual H1 tags in your report - do not claim issues without evidence**
Current: [X]
Recommendation: [Y]
[ ] Category Description Content
CRITICAL: Check for THIN CATEGORY PAGE issue
**Step 1: Analyze competitor content (if keyword provided)**
Use WebSearch to check top 5 ranking collection pages for this keyword:
- Competitor 1 word count: [X]
- Competitor 2 word count: [X]
- Competitor 3 word count: [X]
- Competitor 4 word count: [X]
- Competitor 5 word count: [X]
- **Competitor average: [X] words**
**Step 2: Compare your content**
**Above the fold (intro content):**
Current word count: [X]
Competitor average for intro: [X] words
Gap: +/- [X] words
Keyword usage: [X] times
Quality: [Assessment]
**Below product grid (buying guides/FAQ):**
Current word count: [X]
Competitor average for bottom content: [X] words
Gap: +/- [X] words
Present: [Yes/No]
**Total page content:**
Your total: [X] words
Competitor average: [X] words
**RECOMMENDATION: Target [Competitor avg + 20%] words**
**THIN CONTENT FLAGS:**
- If significantly below competitor average (>30% less)
- If no content below product grid but competitors have it
- If under 300 words total when competitors average 800+
If missing or thin compared to competitors, recommend structure:
1. Category overview (200 words)
2. Buying guide section:
- What to look for when buying
- Types/subcategories explained
- How to choose the right product
- Popular brands
- Price ranges
3. Internal links to subcategories (3-5)
4. Internal links to blog content (2-3)
5. FAQ section (3-5 questions)
Keyword optimization:
- Primary keyword: [X] times (target: 3-5)
- Semantic variations: [X] times (target: 5-10)
- Readability: [Assessment]
- Natural keyword usage (not stuffed)
[ ] Internal Linking Strategy
**Parent-child relationships:**
- Links to parent category: [Yes/No]
- Links to subcategories: [X] (target: 3-5)
**Horizontal linking:**
- Links to related categories: [X] (target: 3-5)
**Hub-and-spoke:**
- Collection acts as hub: [Yes/No]
- Links to featured products: [X]
- Links FROM blog content: [X]
**Breadcrumbs:**
- Implemented: [Yes/No]
- Schema markup: [Yes/No]
[ ] Product Grid Optimization
- Default sorting: [Current] (recommend: best sellers/relevance)
- Filtering options: [List filters]
- Pagination type: [Numbered/Infinite/Load more]
- Product count shown: [Yes/No]
- All products crawlable: [Yes/No]
[ ] Faceted Navigation Handling
- Filter parameters create duplicates: [Yes/No]
- Canonical tags used: [Yes/No]
- Parameter handling strategy: [Current approach]
- Recommendation: [Canonical/robots.txt/URL parameters tool]
[ ] Collection-Specific Elements
[ ] Featured/best-selling products highlighted
[ ] Category banner image
[ ] Trust signals (reviews, ratings)
[ ] "Shop by" sections (brand, price, etc.)
[ ] Sale/promotion badges
[ ] Product count displayed# Extract Googlebot requests
grep "Googlebot" access.log > googlebot.log
# Count Googlebot requests
grep -c "Googlebot" access.log
# Find most crawled URLs
grep "Googlebot" access.log | awk '{print $7}' | sort | uniq -c | sort -rn | head -50[ ] Total Crawl Volume
- Total requests from Googlebot in period
- Daily average crawl rate
- Trend: increasing/decreasing/stable
[ ] Crawl Budget Distribution
- % spent on homepage: [X]%
- % spent on collection pages: [X]%
- % spent on product pages: [X]%
- % spent on other pages: [X]%
- % spent on non-indexable pages: [X]% (WASTE)
[ ] Page Type Breakdown
| Page Type | Requests | % of Total | Priority | Assessment |
|-----------|----------|------------|----------|------------|
| Products | X | X% | High | Good/Bad |
| Collections | X | X% | High | Good/Bad |
| Homepage | X | X% | Medium | Good/Bad |
| Blog | X | X% | Medium | Good/Bad |
| Filters/Facets | X | X% | Low | WASTE |
| Pagination | X | X% | Low | Review |
| Search results | X | X% | Low | WASTE |
| Checkout/cart | X | X% | None | WASTE |
| Admin | X | X% | None | BLOCK |[ ] Faceted Navigation Waste
Problem: Googlebot crawls every filter combination
Example: /shoes?color=red&size=10&brand=nike&price=50-100
Identify:
- Count URLs with filter parameters
- Calculate % of crawl budget on filtered URLs
Solution:
- Block in robots.txt: Disallow: /*?color=
- Use canonical tags to main collection
- Implement URL parameter handling in GSC
[ ] Pagination Crawl Waste
Problem: Excessive crawling of paginated pages
Example: /collection?page=47 (low-value page)
Identify:
- Requests to page=10+ (deep pagination)
- How much budget spent on pagination
Solution:
- Use rel="next/prev" OR
- Canonical to page 1 OR
- Implement "view all" page with canonical
[ ] Search Results Pages
Problem: Internal search URLs getting crawled
Example: /search?q=shoes
Identify:
- Requests to /search URLs
Solution:
- Block in robots.txt: Disallow: /search
- Noindex search results pages
[ ] Sort/Filter Parameters
Problem: Multiple URLs for same content
Example: /collection?sort=price vs /collection?sort=name
Identify:
- URLs with sort= parameters
Solution:
- Canonical tags to default sorting
- Block in robots.txt
[ ] Session IDs / Tracking Parameters
Problem: Infinite URL variations
Example: /product?sessionid=abc123
Identify:
- URLs with session/tracking parameters
Solution:
- Fix: Don't use URL parameters for sessions
- Use cookies instead
[ ] Low-Value Pages Being Crawled
- /cart, /checkout, /account pages
- /admin or /wp-admin
- Development/staging URLs
- Old discontinued products
Solution: Block in robots.txt[ ] New Products Not Crawled
- Products added in last 30 days
- How many have 0 crawls?
- Why: Poor internal linking, no sitemap, orphaned
Solution:
- Add to sitemap immediately
- Add internal links from collection pages
- Feature on homepage
[ ] High-Revenue Products Under-Crawled
- Top 100 revenue-generating products
- Are they crawled weekly? Daily?
Solution:
- Feature prominently on homepage
- Link from multiple collection pages
- Add to "best sellers" section
[ ] Key Collection Pages Under-Crawled
- Main category pages
- Should be crawled multiple times per day
Solution:
- Add to main navigation
- Link from homepage
- Improve internal linking strategy[ ] HTTP Status Codes from Googlebot Perspective
| Status Code | Count | % | Issue |
|-------------|-------|---|-------|
| 200 (Success) | X | X% | GOOD |
| 301 (Redirect) | X | X% | Review |
| 302 (Temp Redirect) | X | X% | Should be 301? |
| 404 (Not Found) | X | X% | Fix or redirect |
| 500 (Server Error) | X | X% | Critical issue |
| 503 (Unavailable) | X | X% | Critical issue |
Issues to fix:
- High 404 rate: Broken internal links or discontinued products
- 500/503 errors: Server/performance issues
- 302 instead of 301: Permanent redirects not set correctly[ ] Crawl Frequency by Page Type
| Page Type | Avg Crawl Frequency | Target | Status |
|-----------|---------------------|--------|--------|
| Homepage | Every X hours | Every 1-4 hours | PASS/FAIL |
| Top collections | Every X days | Daily | PASS/FAIL |
| New products | Every X days | Within 7 days | PASS/FAIL |
| Old products | Every X days | Monthly OK | PASS/FAIL |
Recommendations:
- Homepage: Should be crawled multiple times daily
- New products: Should be discovered within 1 week
- High-revenue products: Should be crawled weekly
- Discontinued products: Can be crawled monthly or blocked# Find URLs Googlebot found that aren't in your sitemap
# This reveals orphan pages or pages you thought were blocked[ ] Orphan Page Analysis
- Pages with 0 crawls in 30 days
- Pages not in sitemap but discovered by Google
Action:
- Add important orphans to sitemap
- Add internal links to orphans
- Remove/redirect unimportant orphans[ ] Crawl Pattern Analysis
- Peak crawl hours: [X-Y UTC]
- Slowest crawl period: [X-Y UTC]
Optimization:
- Schedule deploys outside peak crawl hours
- Publish new products during peak crawl times
- Avoid site maintenance during peak hours## Log File Analysis Summary
**Audit Period:** [Start Date] - [End Date]
**Total Googlebot Requests:** [X]
**Daily Average:** [X] requests/day
### Crawl Budget Distribution
- EFFICIENT: [X]% on high-value pages (products/collections)
- REVIEW: [X]% on medium-value pages (blog, pagination)
- WASTE: [X]% on low-value pages (filters, search, admin)
### Critical Issues Found
1. **[X]% crawl budget wasted on faceted navigation**
- Impact: High
- Solution: Block filter parameters in robots.txt
- Estimated savings: [X] requests/day reallocated to products
2. **[X] new products not crawled in 30 days**
- Impact: High
- Solution: Improve internal linking, feature on homepage
- Estimated impact: Products indexed within 7 days
3. **[X]% of requests return 404 errors**
- Impact: Medium
- Solution: Fix broken links, redirect discontinued products
- Estimated savings: [X] wasted requests/day
### Quick Wins
1. Block crawl waste in robots.txt (save [X]% of budget)
2. Add top products to homepage (increase crawl frequency)
3. Fix 404 errors (improve crawl efficiency)
### robots.txt Optimizations
### Internal Linking Improvements
- Add [X] new products to homepage "New Arrivals"
- Link top-revenue products from multiple collections
- Create "Best Sellers" section linking to high-value products
- Improve breadcrumb navigation
### Expected Impact
After implementing recommendations:
- Crawl efficiency: +[X]%
- New product indexation: [X] days to [X] days
- Crawl budget reallocated to high-value pages: +[X]%Search: "[keyword]"
Region: [country]
Top 5 Organic Results:
1. [URL] - [Domain]
2. [URL] - [Domain]
3. [URL] - [Domain]
4. [URL] - [Domain]
5. [URL] - [Domain]
SERP Features Present:
[ ] Featured Snippet (owned by: [domain])
[ ] People Also Ask
[ ] Shopping results
[ ] Image pack
[ ] Video carousel
[ ] Local pack## Competitor #1: [Domain]
Ranking URL: [URL]
Position: #1
### A. Page-Level SEO Analysis
[ ] Title Tag
Content: [X]
Length: [X] chars
Keyword placement: [Beginning/Middle/End]
Formula used: [Pattern observed]
[ ] Meta Description
Content: [X]
Length: [X] chars
CTA present: [Yes/No]
USPs mentioned: [List]
[ ] URL Structure
URL: [X]
Clean/descriptive: [Yes/No]
Keyword in URL: [Yes/No]
[ ] H1 Heading
Content: [X]
Matches keyword: [Yes/No]
[ ] Content Analysis
Word count: [X] words
Content type: [Product page/Collection/Blog/Guide]
Content structure:
- Opening paragraph: [Summary]
- Main sections: [List H2s]
- Internal links: [X]
- External links: [X]
Keyword usage:
- Primary keyword: [X] times
- Semantic keywords: [List top 5]
Content quality:
- Unique: [Yes/No]
- Depth: [Superficial/Moderate/Comprehensive]
- User intent match: [Informational/Commercial/Transactional]
[ ] Images
Count: [X]
Alt text optimized: [Yes/No]
Format: [JPG/WebP/PNG]
Descriptive file names: [Yes/No]
[ ] Schema Markup
Product schema: [Yes/No]
Review schema: [Yes/No]
Breadcrumb schema: [Yes/No]
FAQ schema: [Yes/No]
Other: [List]
Rich results shown in SERP: [Yes/No - describe]
[ ] Internal Linking
Links from navigation: [Yes/No]
Links from homepage: [Yes/No]
Links from related pages: [X]
Breadcrumbs: [Yes/No]
### B. User Experience Elements
[ ] Trust Signals
Customer reviews: [X] reviews, [X] stars
Trust badges: [List]
Guarantees: [List]
Social proof: [Describe]
[ ] Call-to-Action
Primary CTA: [Text]
Placement: [Above fold/Below fold]
Style: [Button/Link/Other]
[ ] Product/Collection Features (if applicable)
Product count: [X]
Filtering options: [List]
Sorting options: [List]
Featured products: [Yes/No]
### C. Backlink Profile (if tool available)
Referring domains: [X]
Total backlinks: [X]
Domain authority: [X]
Top linking sites: [List top 5]
---
[Repeat for Competitors #2-5 with same structure]Content Gaps:
1. **Competitor [X] has comprehensive buying guide**
- 1500 words of advice
- Answers 10+ common questions
- Internal links to subcategories
- Your site: Missing this content
- Opportunity: Add buying guide section
2. **Competitors using FAQ schema**
- 4/5 competitors have FAQ rich results
- Your site: No FAQ
- Opportunity: Add FAQ with schema markup
3. **Higher review counts**
- Average competitor reviews: [X]
- Your reviews: [X]
- Gap: [X] reviews
- Opportunity: Implement review collection strategy
[Continue listing gaps...]Keyword Opportunities:
| Keyword | Volume | Difficulty | Competitor Ranking | Your Position | Opportunity |
|---------|--------|------------|-------------------|---------------|-------------|
| [keyword] | X | X | Comp 1 (#3) | Not ranking | High |
| [keyword] | X | X | Comp 2 (#5) | Not ranking | Medium |
Recommended actions:
1. Create content for: [keyword]
2. Optimize existing page for: [keyword]
3. Target featured snippet for: [keyword]Your Strengths:
1. [Advantage]
- Evidence: [X]
- Leverage: [How to emphasize this]
2. [Advantage]
- Evidence: [X]
- Leverage: [How to emphasize this]## Action Plan to Reach Top 5
### Phase 1: Quick Wins (Week 1-2)
**PRIORITY: CRITICAL**
1. **Add missing schema markup**
- Why: 4/5 competitors have review schema
- How: Implement Product + Review schema
- Expected impact: Rich results in SERP, improved CTR
2. **Optimize title tag**
- Current: [X]
- Recommended: [Y] (based on competitor analysis)
- Why: Top 3 competitors all use similar formula
- Expected impact: Better CTR, clearer relevance
3. **Expand content to [X] words**
- Current: [X] words
- Competitor average: [X] words
- Gap: [X] words
- Add: [Specific sections based on competitor analysis]
### Phase 2: Content & On-Page (Week 3-6)
**PRIORITY: HIGH**
4. **Add FAQ section with schema**
- Why: Featured snippet opportunity
- Questions to answer: [List from PAA + competitor FAQs]
- Expected impact: Featured snippet capture
5. **Improve internal linking**
- Current: [X] internal links
- Competitor average: [X]
- Add links from: [Specific pages]
6. **Collect more reviews**
- Current: [X] reviews
- Competitor average: [X]
- Strategy: [Email campaign, incentives, etc.]
### Phase 3: Authority Building (Ongoing)
**PRIORITY: MEDIUM**
7. **Build backlinks**
- Current referring domains: [X]
- Competitor average: [X]
- Gap: [X] domains
- Strategy: [Specific link building tactics]
---
## Expected Timeline to Top 5
**Conservative estimate:** 3-6 months
**Aggressive estimate:** 6-12 weeks (if quick wins executed well)
**Key success factors:**
1. Implement schema markup immediately
2. Match/exceed competitor content quality
3. Collect customer reviews
4. Build topical authority with related content
5. Improve internal linking structurePrimary Keyword: [keyword]
1. **Search Volume & Competition**
- Estimated monthly searches: [X]
- Keyword difficulty: [X/100]
- Current ranking: [Position or "not ranking"]
- Search intent: [Informational/Commercial/Transactional]
2. **SERP Analysis**
- What's ranking: [Product pages/Collections/Guides/Blogs]
- SERP features: [Shopping/Featured snippet/PAA/Images]
- Dominant content type: [Describe]
3. **Keyword Variations**
**Head terms (high volume, high competition):**
- [keyword] - [X] searches/mo
- [keyword] - [X] searches/mo
**Body terms (medium volume, medium competition):**
- [keyword] - [X] searches/mo
- [keyword] - [X] searches/mo
- [keyword] - [X] searches/mo
**Long-tail terms (low volume, low competition):**
- [keyword] - [X] searches/mo
- [keyword] - [X] searches/mo
- [keyword] - [X] searches/mo
4. **Semantic Keywords (LSI keywords):**
- [keyword]
- [keyword]
- [keyword]
5. **Question Keywords (for FAQ/blog content):**
From "People Also Ask":
- [question]
- [question]
- [question]
6. **Related Searches:**
- [keyword]
- [keyword]
- [keyword]## Keyword Mapping Strategy
### Homepage
**Target keywords:**
- [Brand name]
- [Brand + category] (e.g., "Nike shoes")
- [Generic category if you dominate] (e.g., "running shoes")
**Current optimization:** [Assessment]
**Recommendation:** [Specific changes]
---
### Collection: [Collection Name]
**Target keywords:**
- Primary: [keyword] ([X] searches/mo)
- Secondary: [keyword] ([X] searches/mo)
- Secondary: [keyword] ([X] searches/mo)
- Long-tail: [keyword], [keyword], [keyword]
**Current optimization:** [Assessment]
**Keyword gap:** [Missing keywords to add]
**Recommendation:** [Specific changes]
---
### Product: [Product Name]
**Target keywords:**
- Primary: [specific product keyword]
- Long-tail: [buying keywords like "buy X", "X for sale"]
- Modifiers: [color/size/model variations]
**Current optimization:** [Assessment]
**Recommendation:** [Specific changes]
---
### Content Opportunities (Blog/Guides)
**Missing content for these keywords:**
1. **"[Informational keyword]"** - [X] searches/mo
- Search intent: [Informational]
- Content type: Buying guide
- Recommended: Create "[Title]" guide
- Internal links to: [Collections/products]
2. **"[Question keyword]"** - [X] searches/mo
- Search intent: [Informational]
- Content type: How-to article
- Recommended: Create "[Title]" article
- Featured snippet opportunity: [Yes/No]
[Continue listing content gaps...]| Keyword | Volume | Difficulty | Current Rank | Intent | Priority | Action |
|---------|--------|------------|--------------|--------|----------|--------|
| [keyword] | High | Low | Not ranking | Commercial | CRITICAL | Create collection page |
| [keyword] | Medium | Medium | #15 | Transactional | HIGH | Optimize existing product |
| [keyword] | Low | Low | Not ranking | Informational | MEDIUM | Create blog post |
Priority Legend:
CRITICAL - High volume + achievable + aligns with business goals
HIGH - Medium volume + good opportunity
MEDIUM - Nice to have, lower priority
LOW - Track but don't prioritizeMissing Pages/Content:
1. **Collection Page: [Category Name]**
- Target keyword: [keyword] ([X] searches/mo)
- Why: High volume, no existing page
- Competitors ranking: [List]
- Estimated effort: [Hours/days]
- Estimated impact: [High/Medium/Low]
2. **Blog Post: "[Title]"**
- Target keyword: [keyword] ([X] searches/mo)
- Why: Featured snippet opportunity
- Competitors ranking: [List]
- Estimated effort: [Hours]
- Estimated impact: [Traffic + links to products]
[Continue...]Seasonal Keywords to Target:
Q1 (Jan-Mar):
- [keyword] - peaks in [month]
- [keyword] - peaks in [month]
Q2 (Apr-Jun):
- [keyword] - peaks in [month]
- [keyword] - peaks in [month]
Q3 (Jul-Sep):
- [keyword] - peaks in [month]
- [keyword] - peaks in [month]
Q4 (Oct-Dec):
- [keyword] - peaks in [month]
- [keyword] - peaks in [month]
Preparation timeline:
- Create content 2-3 months before peak
- Example: "Back to school shoes" content ready by June# Extract domain from URL (remove https://, www., trailing slash)
# Example: https://www.mystore.com/ → mystore.com
# Create folder: audits/[domain]-[audit-type]-[YYYY-MM-DD]/
mkdir -p "audits/[domain]-[audit-type]-$(date +%Y-%m-%d)"
# Examples:
# audits/mystore.com-technical-2026-01-31/
# audits/shopify-store.com-product-2026-01-31/
# audits/example.com-competitor-2026-01-31/# Ecommerce SEO Audit Report
**Website:** [URL]
**Audit Type:** [Technical / Product / Collection / Logs / Competitor / Keyword / Full]
**Target Keyword:** [keyword] (if applicable)
**Audit Date:** [YYYY-MM-DD]
**Audited By:** Ecommerce SEO Audit Skill (Claude)
---
## Audit Summary
**Overall SEO Health Score:** [X]/100
### Score Breakdown:
- **Technical SEO:** [X]/100
- **On-Page SEO:** [X]/100
- **Content Quality:** [X]/100
- **User Experience:** [X]/100
- **Competitive Position:** [X]/100
### Key Metrics:
- Pages analyzed: [X]
- Critical issues found: [X]
- High-priority issues: [X]
- Quick win opportunities: [X]
---
## Critical Issues
**Issues that need immediate attention:**
### 1. [Issue Title]
- **Severity:** Critical
- **Impact:** [Describe impact on rankings/traffic/revenue]
- **Affected Pages:** [X] pages
- [URL example 1]
- [URL example 2]
- **Why This Matters:** [Explanation]
- **Fix:** [Specific solution]
- **Expected Result:** [Quantified improvement]
### 2. [Issue Title]
[Same format...]
### 3. [Issue Title]
[Same format...]
---
## High-Priority Issues
**Important issues to address soon:**
### 1. [Issue Title]
- **Severity:** High
- **Impact:** [Description]
- **Affected Pages:** [X] pages
- **Fix:** [Solution]
[Continue for all high-priority issues...]
---
## Medium-Priority Issues
**Issues to address in the next 30-90 days:**
### 1. [Issue Title]
- **Severity:** Medium
- **Impact:** [Description]
- **Fix:** [Solution]
[Continue for all medium-priority issues...]
---
## Gap Analysis
### Content Gaps
**Missing content opportunities:**
| Content Type | Target Keyword | Search Volume | Difficulty | Priority | Recommended Action |
|--------------|----------------|---------------|------------|----------|-------------------|
| [Type] | [keyword] | [X]/mo | [X/100] | Critical | Create [specific page type] |
| [Type] | [keyword] | [X]/mo | [X/100] | High | Create [specific page type] |
**Funnel Coverage:**
- TOFU (Awareness): [X]% of content — [Assessment]
- MOFU (Consideration): [X]% of content — [Assessment]
- BOFU (Decision): [X]% of content — [Assessment]
**Content Cannibalization Issues:**
| Keyword | Competing Page 1 | Competing Page 2 | Issue | Solution |
|---------|------------------|------------------|-------|----------|
| [keyword] | [URL] | [URL] | [Description] | [Fix] |
### On-Page Gaps
**Elements missing or underoptimized:**
| Element | Your Site | Competitor Avg | Gap | Impact |
|---------|-----------|----------------|-----|--------|
| Product descriptions | [X] words | [X] words | -[X] words | Medium |
| Product images | [X] images | [X] images | -[X] images | High |
| Review count | [X] reviews | [X] reviews | -[X] reviews | High |
| Internal links | [X] links | [X] links | -[X] links | Medium |
| Schema markup | [X/5 types] | [X/5 types] | Missing [X] | Critical |
### Technical Gaps
**Technical issues vs. competitors:**
| Factor | Your Site | Competitor Avg | Status |
|--------|-----------|----------------|--------|
| HTTPS | [Yes/No] | 100% | [✓ / ✗] |
| Mobile-friendly | [Yes/No] | 100% | [✓ / ✗] |
| Page speed | [X]s | [X]s | [✓ / ✗] |
| Structured data | [Types] | [Types] | [✓ / ✗] |
---
## Keyword Opportunities
### High-Value Keywords to Target
**Keywords with strong opportunity:**
| Keyword | Volume | Difficulty | Current Rank | Competitor Rank | Opportunity Score | Action Required |
|---------|--------|------------|--------------|-----------------|-------------------|-----------------|
| [keyword] | [X]/mo | [X/100] | Not ranking | #3-#5 | High | Create collection page |
| [keyword] | [X]/mo | [X/100] | #15 | #1-#3 | High | Optimize existing page |
| [keyword] | [X]/mo | [X/100] | Not ranking | #5-#10 | Medium | Create blog post |
### Keyword Mapping Recommendations
**Assign keywords to pages:**
#### Homepage
- Primary: [keyword] ([X] searches/mo)
- Secondary: [keyword] ([X] searches/mo)
- Current optimization: [Assessment]
- **Action:** [Specific changes needed]
#### [Collection Name]
- Primary: [keyword] ([X] searches/mo)
- Secondary: [keyword], [keyword]
- Current optimization: [Assessment]
- **Action:** [Specific changes needed]
#### New Pages Needed
1. **[Page Type]: "[Title]"**
- Target keyword: [keyword] ([X]/mo)
- Search intent: [Informational/Commercial/Transactional]
- Content type: [Collection/Product/Blog]
- Estimated impact: [Traffic/revenue projection]
---
## Implementation Plan
### Phase 1: Quick Wins (Week 1-2)
**High impact, low effort items:**
#### 1. [Action Item]
- **Task:** [Detailed description]
- **Why:** [Business justification]
- **How:**
1. [Step 1]
2. [Step 2]
3. [Step 3]
- **Owner:** [Development/Content/Marketing]
- **Effort:** [Hours/Days]
- **Expected Impact:** [Specific outcome with numbers]
- **Success Metric:** [How to measure]
#### 2. [Action Item]
[Same format...]
**Phase 1 Expected Results:**
- [Metric]: +[X]% improvement
- [Metric]: +[X]% improvement
---
### Phase 2: Foundation Fixes (Week 3-6)
**Critical technical and on-page improvements:**
#### 1. [Action Item]
[Same format as Phase 1...]
**Phase 2 Expected Results:**
- [Metric]: +[X]% improvement
- [Metric]: +[X]% improvement
---
### Phase 3: Content & Authority (Month 2-3)
**Content creation and optimization:**
#### 1. [Action Item]
[Same format...]
**Phase 3 Expected Results:**
- [Metric]: +[X]% improvement
- [Metric]: +[X]% improvement
---
### Phase 4: Ongoing Optimization (Month 4+)
**Continuous improvement items:**
#### 1. [Action Item]
[Same format...]
---
## Competitor Benchmarking
### Top 5 Competitors Analysis
**For target keyword: "[keyword]"**
#### Competitor #1: [Domain]
- **Ranking Position:** #1
- **URL:** [URL]
- **Domain Authority:** [X]
- **Page Authority:** [X]
**Strengths:**
- [Strength 1 with data]
- [Strength 2 with data]
**What they do better:**
- [Specific advantage]
- [Specific advantage]
**What you do better:**
- [Your advantage]
- [Your advantage]
[Repeat for competitors #2-#5...]
### Competitive Comparison Matrix
| Factor | Your Site | Comp #1 | Comp #2 | Comp #3 | Comp #4 | Comp #5 | Winner | Gap |
|--------|-----------|---------|---------|---------|---------|---------|--------|-----|
| Content words | [X] | [X] | [X] | [X] | [X] | [X] | [Domain] | -[X] words |
| Images | [X] | [X] | [X] | [X] | [X] | [X] | [Domain] | -[X] images |
| Schema types | [X] | [X] | [X] | [X] | [X] | [X] | [Domain] | Missing [types] |
| Reviews | [X] | [X] | [X] | [X] | [X] | [X] | [Domain] | -[X] reviews |
| Internal links | [X] | [X] | [X] | [X] | [X] | [X] | [Domain] | -[X] links |
| Backlinks | [X] | [X] | [X] | [X] | [X] | [X] | [Domain] | -[X] links |
**Competitor Average Benchmarks:**
- Content length: [X] words (Your target: [X] words)
- Images per page: [X] (Your target: [X])
- Reviews: [X] (Your target: [X])
---
## Strategic Recommendations
### Content Strategy
**TOFU/MOFU/BOFU Balance:**
- Current distribution: TOFU [X]%, MOFU [X]%, BOFU [X]%
- Recommended: TOFU 40-50%, MOFU 30-40%, BOFU 20-30%
- **Action:** [Specific content to create for each funnel stage]
**Cannibalization Fixes:**
- [X] keyword cannibalization issues found
- **Action:** [Specific fixes with URLs]
### Internal Linking Strategy
**Current State:**
- Average internal links per page: [X]
- Orphan pages: [X]
- Link depth issues: [X] pages
**Recommended Structure:**
- Implement hub-and-spoke for: [Categories]
- Add cross-links between: [Page types]
- Fix orphan pages: [Specific actions]
### Technical Optimizations
**Priority technical fixes:**
1. [Technical issue and solution]
2. [Technical issue and solution]
3. [Technical issue and solution]
---
## Expected Impact & ROI
### Projected Results (if all recommendations implemented)
**Timeline: 3-6 months**
| Metric | Current | Projected | Improvement |
|--------|---------|-----------|-------------|
| Organic traffic | [X]/mo | [X]/mo | +[X]% |
| Ranking keywords | [X] | [X] | +[X] keywords |
| Avg. position | #[X] | #[X] | +[X] positions |
| Organic revenue | $[X]/mo | $[X]/mo | +$[X]/mo (+[X]%) |
| Conversion rate | [X]% | [X]% | +[X]% |
**Revenue Impact Estimate:**
- Monthly organic revenue increase: +$[X]
- Annual impact: +$[X]
- ROI: [X]% (based on [assumptions])
**Quick Wins Impact (0-30 days):**
- [Metric]: +[X]%
- Estimated revenue: +$[X]/mo
---
## Implementation Timeline
---
## Tools & Resources
### Implementation Tools
- **Schema markup:** [schema.org](https://schema.org), Google's Structured Data Markup Helper
- **Keyword research:** Google Keyword Planner, Semrush, Ahrefs
- **Technical SEO:** Screaming Frog, Google Search Console
- **Page speed:** PageSpeed Insights, GTmetrix
- **Log analysis:** Screaming Frog Log Analyzer, OnCrawl
### Monitoring Tools
- Google Search Console (track rankings, impressions, clicks)
- Google Analytics (track traffic, conversions, revenue)
- Rank tracking tool (monitor keyword positions)
---
## Next Steps
1. **Review this audit** with your team and stakeholders
2. **Prioritize actions** based on:
- Business impact (revenue potential)
- Implementation effort
- Resource availability
3. **Assign owners** for each phase of implementation
4. **Set timeline** with specific deadlines
5. **Track progress** weekly using recommended metrics
6. **Schedule follow-up audit** in 90 days to measure improvements
---
## Support
**Audit conducted by:** Ecommerce SEO Audit Skill
**Developed by:** Affilino NZ - Auckland Shopify SEO Agency
**Contact:** hello@affilino.co.nz
**Website:** [affilino.co.nz](https://affilino.co.nz)
For questions about this audit or implementation support, contact Affilino NZ.