Shopify SEO Audit Checklist: 50 Points Every Store Must Check

The Complete Shopify SEO Audit

Regular SEO audits identify issues before they impact rankings and uncover opportunities for growth. This 50-point checklist covers everything our SEO team reviews during a professional audit. Use it as a DIY guide or as a benchmark for evaluating SEO services.

Technical SEO (Points 1-15)

1. SSL certificate active and no mixed content warnings
2. Site loads in under 3 seconds on mobile (use PageSpeed Insights)
3. Core Web Vitals pass — LCP under 2.5s, CLS under 0.1, INP under 200ms
4. XML sitemap submitted to Google Search Console and up to date
5. Robots.txt configured correctly — not blocking important pages
6. No crawl errors in Search Console coverage report
7. Canonical tags present and pointing to correct URLs
8. No duplicate content issues (collection tags, pagination, parameters)
9. Mobile-friendly — passes Google Mobile-Friendly Test
10. Structured data (Product, Organization, BreadcrumbList) validated
11. Hreflang tags correct for international stores
12. Redirect chains — no chains longer than one hop
13. 404 pages return proper status code with helpful content
14. Page depth — important pages reachable within 3 clicks
15. HTTPS redirect working correctly from all HTTP variations

On-Page SEO (Points 16-30)

16. Unique title tags on every page (under 60 characters)
17. Unique meta descriptions on every page (under 155 characters)
18. H1 tags present on every page — one per page, includes target keyword
19. Heading hierarchy logical (H2 under H1, H3 under H2)
20. Product descriptions unique — no manufacturer copy duplicated across stores
21. Image alt text descriptive and keyword-relevant on all images
22. Image file sizes optimised — no images over 500KB
23. Internal linking structure connects related products, collections, and blog content
24. URL slugs clean and keyword-rich (no auto-generated IDs)
25. Breadcrumbs present with BreadcrumbList schema
26. Collection page descriptions unique and substantive (300+ words)
27. No thin content pages (under 100 words) indexed
28. FAQ content present on key product and collection pages
29. Review content displaying and generating unique page text
30. No keyword cannibalisation — each keyword targets one primary page

Content SEO (Points 31-40)

31. Blog active with regular publishing schedule
32. Content targets informational keywords relevant to products
33. Content pillar structure with hub pages and supporting articles
34. Internal links from blog content to products and collections
35. Article schema implemented on blog posts
36. Content updated regularly — no stale dates or outdated information
37. Author information and expertise signals present
38. Content length appropriate for topic depth (1,000+ words for guides)
39. Featured snippets targeted with formatted answers, lists, and tables
40. Content covers customer questions at every stage of the buying journey

Off-Page and Technical (Points 41-50)

41. Google Business Profile claimed and optimised (if applicable)
42. Backlink profile healthy — no toxic or spammy links
43. Referring domain count growing month over month
44. Social media profiles linked from website and vice versa
45. Google Analytics 4 tracking all ecommerce events correctly
46. Search Console verified and monitored regularly
47. No manual actions or security issues in Search Console
48. Local SEO optimised (if applicable) with NAP consistency
49. Competitor analysis identifying content and keyword gaps
50. Monthly reporting tracking organic traffic, rankings, and revenue

Acting on Your Audit

Prioritise fixes by impact: technical issues blocking indexing first, then on-page optimisation for high-traffic pages, then content gaps. Our SEO team provides prioritised action plans with estimated impact for each fix.

Want a professional SEO audit? Request a comprehensive audit with actionable recommendations.